10 ways to use video with marketo

10 Ways To Use Video With MarketoVideo + Marketing Automation = Success

© 2011 Brightcove Inc.2 | Confidential

YES!

Who am I?

• Background growing sales organizations in early stage startups for the past 8 years

• Experimenter with social media• Instrumental in writing, directing and

deploying over 1,000+ videos for use in highly targeted B2B social media campaigns worldwide.

Matt ChildsVP of Sales & [email protected]


36% annual increase in sales due to video used in marketing.

Videos appear in

70% of the Top 100 search listings.

2x more than sites

that don’t have video.

Websites with video hold the viewer’s attention

Websites with

video is 53% more likely to appear on the first page of search results.

YES!We all know video is important.

Video speaks to us and gives us detailed information about how contacts are engaging with our brand.

Video Play Data – Did the viewer complete the video? How much did they watch?

In-Video Behavior – Bookmarks/TOC, Annotations, Quizzes. Interaction data.

A/B Testing – Which version of a video performs better? Video vs Thumbnail

General Behavior – Did the same contact return to the video? What other videos are

watched?


YES!How Video Impacts The Funnel

AudienceBlog, SEO, YouTube, Social Media, Email

$ WINNew Customers

LeadsNurture, Measure, Directed

Messaging

OppsQualified Prospects

Video Content

Attract new leads with video deployed across content marketing assets.

Provide specific video content to nurture, track, and score leads.

Automatically opt out Opps or subscribe to specific videos to help close the deal.

Reduce human interaction, lower sales costs, retain customers with video.


YES!1. Video On Marketo Landing Pages

• Easily embed a video player on your landing page.

• Different Options:• YouTube

• Page level data only• Place video on unique

URL• Auto-play if possible

• OVP Solution• Play data• Engagement data• In-video Behavior• Page vs Player


YES!2. Video In Email• Create engaging thumbnails for your emails• Little to NO text in the body, focus on video content as

main attraction.• YouTube

• Take a screen capture of the original video file or YouTube frame you want to use.

• Add some flavor, Photoshop, etc. • Upload as image to Marketo and place in email• Link to landing page with video• Measure open and page visit

• OVP Solution• Grab thumb object from Marketo and place in

email • Video will automatically link to landing page for

playback• Measure open, play, engagement data, and visit

profile


YES!3. Video and Your Website

• Embed video to support text or vice versa


• Place embed code appropriately

• No real way to know if video has been played

• Page level data only• OVP Solution

• Play data• Engagement data• In-video Behavior• Page vs Player


YES!4. Embedded & Shared Video• Embedded and shared video with Marketo

Power• Different Options:

• YouTube• Not possible to extend visibility to

external sources• OVP Solution

• Track engagement anywhere player is embedded

• Gather contacts anywhere player is embedded or shared

• Marketo tracking goes with player code

• Only serve in-video forms to unknown contacts viewing video for first time


YES!5. In-Video Call To Actions

• Lead Gating, Quizzes, TOC.• Different Options:

• YouTube• Limited to YouTube

Annotations• No Tracking• Custom solutions

• OVP Solution• Carry with video across

the web• In-video lead forms,

quizzes, TOC• Detailed events mapped to

Marketo• Progressive Profiling


YES!6. Video Galleries & Achieves• Organize video in galleries• Different Options:

• YouTube• Place embed code in

organized fashion• Give each video a “#12345”

tag for tracking• Page level data only

• OVP Solution• No embeds, easy

organization• Each video has unique

playback URL• Track viewing history and

progression• Page vs Player


YES!7. Video and Lead Scoring

• Video Engagement Tied To Lead Scoring• Different Options:

• YouTube• Not Possible

• OVP Solution• Engagement data points tied to

lead scoring in Marketo• Topic lead scoring, break

sections of video in to topics• # of videos watched can impact

lead score• Scoring formulas based on

viewing history, engagement, and progression

Lead Score Trigger Lead Score Trigger Lead Score Trigger


YES!8. Video and Progressive Profiling

• Collect data as viewers watch video content


• Place video behind a landing page, turn on progressive profiling

• Low/unqualified conversion• OVP Solution

• In-video forms/ NO Landing Page Gate

• Serve progressive options as viewer browses videos

• Previews/Teaser Clips• Increase conversions &

quality


YES!9. Recorded Webinars & Marketo

• Annotations & Interactivity• Different Options:

• YouTube• Can’t connect to Marketo• Limited linking, no tracking

• OVP Solution• Chapters, TOC, Quizzes,

Text, Image annotations• Direct plug in to Marketo• Trigger Nurture Tracks• Isolate topics within a video• Easy to use tools

Nurture Track Trigger


YES!10. Video & Lead Nurturing

• Tie video into your nurture tracks• Different Options:

• YouTube• Place video on unique URL, tie to

“on click.”• Send emails pointed to landing

page with video embedded• Auto-play if possible

• OVP Solution• Tie video play, engagement, in-

video behavior to start nurture• Events in video can be tied to

actions related to nurture tracks• Send emails pointed to landing

page auto generated• Page vs Player level tracking

© 2011 Brightcove Inc.

Confidential

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combines everything intoone simple interface.


ALL-IN-ONE SAVES MONEY

Search Engine Optimization

Video Website Manager

Social Media

Calls-To-Action

Video Landing Pages

Subscription Management

Lead Management

Marketing Analytics

Marketing Automation

18 | Confidential

Search Engine Optimization

Video Website Social Media

Calls-To-Action Video Landing Pages Lead Management

YouTube Sync Marketing Automation Marketing Analytics

Each box represents a different suite of tools included in the platform.

Saves Money

Thank You!

Now available via Marketo Launchpoint

Matt [email protected]

10 ways to use video with marketo

Technology