This document discusses how video marketing can attract, engage, and delight customers at each stage of the customer journey. It summarizes trends towards simpler, more authentic video content and how video drives customer engagement. Tips are provided for getting started with video marketing using tools from Vidyard and HubSpot to host, optimize, and analyze video performance. Considerations for scaling video use across marketing and sales channels are also outlined.

1. TYLER LESSARD
VP Marketing, Vidyard
@TylerLessard
tyler.lessard@vidyard.com
Unlocking the Power of Video
With the Right Content and the Right Tools

2. The story we’ve heard
1/3of all time online is
spent watching video
500Mpeople watch a video
on Facebook every day
80%of all internet traffic
expected to be video by 2021
...but what does that mean for your business?

3. Video in Marketing
Video converts
better than
other types of
content
7 in 10...
...Marketers report that
video converts better
...Buyers report watching video
throughout purchase path
SOURCE: State of Video Marketing Report, Demand Metric, 2017

4. Trends are towards simpler, more authentic
content
•
•
•
•

5. Video Drives Every Stage of the Flywheel
•
•
•
•

6. ATTRACT ENGAGE DELIGHT
Example: How-To, Tips & TricksPurpose
Broaden reach. Generate interest.
Answer industry-level questions.
Channels
Blog, Social, YouTube, Paid Media,
Website Resources, Nurtures
Approach
Be insightful, interesting, timely.

7. ENGAGEATTRACT DELIGHT
Purpose
Educate buyers. Generate demand.
Answer solution-level questions.
Approach
Be authentic, relevant, valuable.
Channels
Website, Nurtures, Sales Team,
Partners, Advocates
Example: Explainers

8. ATTRACT
Purpose
Surprise & delight. Build your brand.
Develop more personal relationships.
Approach
Be personal, engaging, memorable.
Focus on emotional responses.
Channels
Depends on the content and the target
audience.
DELIGHTENGAGE
Example: Happy Holidays

9. “But it’s too expensive to make videos!”
< $10 < $10 $0$0
Video can be expensive. It doesn’t have to be.

10. Okay, I’ve created videos and I want to embed them on my
website, blog, etc. Now what?!?

17. HubSpot Video for Marketing: Summary
Host. Easily upload, host and manage all videos to
be published on HubSpot landing pages
Optimize. Customize the player branding and
add post-roll CTAs to optimize the experience
Analyze. Track video views and drop-off rates
natively within HubSpot

18. Considerations as you scale your video journey
Expand. Publish videos to other
channels and optimize for discovery
Engage. Use in-video CTAs, personalized
videos, etc. to elevate conversions
Automate. Use video analytics to
trigger automated alerts & workflows

19. Let’s Talk About HubSpot Video for Sales

21. vidyard.com/GoVideo

22. ATTRACT ENGAGE DELIGHT

23. But what does this have to do with HubSpot???
www.vidyard.com/GoVideo

28. Considerations as you scale video in Sales
Expand. Pull from shared team
libraries of sales and marketing videos
Engage. Add custom CTAs to book
meetings right from within video
Customize. Customize your video
sharing page to drive higher conversions

30. How can you get going with video TODAY?
Try out 1:1 video by getting
GoVideo for Chrome/Gmail at
vidyard.com/GoVideo
#1
HubSpot user? Activate
HubSpot Video and just do it!
HubSpot Pro & Enterprise
#2
HubSpot user? Check out video
tutorials for HubSpot Video at
hubspotvideo.hubs.vidyard.com
#3

31. THANK
YOU!
tyler.lessard@vidyard.com
vidyard.com/govideo | hubspotvideo.hubs.vidyard.com