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1:1 Digital Conversions With Video

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Let a marketing leader from Brightbove help guide you through marketing trends including the use of video for conversions.

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1:1 Digital Conversions With Video

  1. 1. Brightcove Inc. 1:1 Digital Conversations With Video 1 Matt Childs | August 11, 2016
  2. 2. mchilds@brightcove.com | Twitter: @mattychilds Matt Childs Director of Sales, North America Brightcove 2
  3. 3. Brightcove Inc. Marketing Trends 2016 3
  4. 4. Brightcove Inc. 67% of the buyer journey is driven through digital channels and content
  5. 5. Brightcove Inc. Use Video to Drive Engagement and Conversion 5 RIGHT VIEWER RIGHT CONTENT RIGHT TIME MARKETING RETURN INCREASE =
  6. 6. Brightcove Inc. 6 WHO IS IT? WHAT SHOULD WE TALK ABOUT? CAN YOU HEAR ME NOW? 1:1 Digital Conversations
  7. 7. Brightcove Inc. 7 Who is it?
  8. 8. Brightcove Inc. Know Your Video Viewer 8 No longer about View Count. VIEWS 200
  9. 9. Brightcove Inc. Meet Mary Lawson 9 293 Views Watched 87% Viewed on iPhone Mary Lawson Chief Marketing Officer IniTech Co. mlawson@initech.com VIDEO A 87% VIDEO B VIDEO C
  10. 10. Brightcove Inc. 10 Give the Right Content at the Right Time HOT BUYER Mary Lawson Chief Marketing Officer IniTech Co. mlawson@initech.com VIDEO A 87% VIDEO B 94% VIDEO C 100% CONTENT NURTURING Send CMO Success Guide LEAD SCORING 100% A SALES Set Task for Rep to Call SALES Convert
  11. 11. Brightcove Inc. 11 INTERACTIVITY •  Quizzes •  Hot spots •  Assessments •  Chapters •  Calculations •  Clickable CTAs
  12. 12. Brightcove Inc. How Can I Help You? 12
  13. 13. Brightcove Inc. 13 INTERACTIVITY PERSONALIZATION •  Quizzes •  Hot spots •  Assessments •  Chapters •  Calculations •  Clickable CTAs •  Site level •  Curation •  Hyper-personalization
  14. 14. Brightcove Inc. 14 Can you hear me now?
  15. 15. Brightcove Inc. Examples 15
  16. 16. Brightcove Inc. 16 CASE STUDY Global provider of knowledge and learning solutions (For Dummies Custom Solutions) GOAL Identify high value contacts to send to Sales team. SOLUTION Used existing 5 minute video in late funnel phase of campaign. If viewer watched >50%, Sales accepted as SQL. Video embedded in Audience and analytics sent to Oracle Eloqua and Salesforce. RESULTS •  Email with video had highest click-thru in campaign (23% Unique CTR) •  2.5% of all campaign MQLs attributed to this video •  20% of these MQLs converted to Sales opportunities ($30k avg value)
  17. 17. Brightcove Inc. 17 CASE STUDY
  18. 18. Brightcove Inc. 18 Target is the global retail brand, with products covering home, fashion, and technology. GOAL Shoppable video campaign that brings the experience of a fashion shoe to its customers wherever they are. SOLUTION Interactive live and on demand experience tied to a live fashion show in Australia. Clothes the models are wearing are accessible and click-able within the video player, driving the buyer to purchase. RESULTS Increased brand awareness in fashion and increased sales on their ecommerce sites during the live events. Deep engagement and conversion analytics about potential and existing customers.
  19. 19. Brightcove Inc. 19
  20. 20. Brightcove Inc. 20 Symantec is a global security software company that serves both B2B and B2C customers. GOAL Personalize engagement with prospects and customers based on the knowledge those contacts are seeking. Not only serve up information, but also enter into a conversation. SOLUTION Published and produced an interactive information gathering video using SnapApp and Brightcove. Video is connect to their marketing automation platform to measure and track engagement. RESULTS Know who watched the video and for how long, information based to both marketing automation and CRM systems. Deep insights into video engagement for specific contacts, enabling Sales to engage in more meaningful conversations, and shortening the sales cycle time.
  21. 21. Brightcove Inc. 21
  22. 22. Brightcove Inc. Get Your Conversations Started! 22
  23. 23. Brightcove Inc. 23 ü  Start NOW with your best asset ü  Test video optimization throughout the customer journey ü  Be sure your video platform integrates across your marketing stack Takeaways
  24. 24. Brightcove Inc. Customer names are confidential Brightcove Customers Over 5,500 customers in 70 countries in every business vertical: 24
  25. 25. Brightcove Inc. 25 Here’s what’s possible with Brightcove Video on website Video syndicated to social Video portals and microsites Live stream of event Video data into MAP & CRM
  26. 26. Brightcove Inc. Continue the conversation: @mattychilds @brightcove Thank you! 26