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Using Video for More Effective Lead Generation and Nurtures

Jodi CerretaniDirector, Demand Generation @Vidyard@JodiCerretani

Demand

• A bit about myself...

• No, I haven’t always used video

• Video is now our #3 source of

marketing generated pipeline, and

it supports most other programs

• So how did I get here?!? Let’s start

with the challenges I saw…

Yes, I LOVE Demand Generation

1. More leads, more leads, MORE LEADS!!

2. Higher quality leads (fewer rejections)

3. Higher conversion rates through funnel

4. Higher ROI, lower Customer Acquisition Cost

Goals for Demand Gen Teams

1. BATTLE FOR ATTENTIONHarder than ever to get attention and drive engagement in your message

2. DECREASING EFFECTIVENESSof traditional tactics like Email, Display Ads, SEM, Organic Social, Whitepapers

3. GROWING EXPECTATIONSBut budgets aren’t growing by same amount, need to be more efficient

4. BUYER EXPECTATIONSBuyers crave demand self-serve, personalized, interactive experiences

Easier Said Than Done!

2. DECREASING EFFECTIVENESSof traditional tactics like Email, Display Ads, SEM, Organic Social, Whitepapers

3. GROWING EXPECTATIONSBut budgets aren’t growing by same amount, need to be more efficient

4. BUYER EXPECTATIONSBuyers crave demand self-serve, personalized, interactive experiences

Say Hello to Video

1. BATTLE FOR ATTENTIONNew way to cut through the noise and stand out from competition

3. GROWING EXPECTATIONSBut budgets aren’t growing by same amount, need to be more efficient

4. BUYER EXPECTATIONSBuyers crave demand self-serve, personalized, interactive experiences

Say Hello to Video

1. BATTLE FOR ATTENTIONNew way to cut through the noise and stand out from competition

2. DECREASING EFFECTIVENESSBoost effectiveness of traditional channels and unlock a new sales-ready lead source

4. BUYER EXPECTATIONSBuyers crave demand self-serve, personalized, interactive experiences

Say Hello to Video

1. BATTLE FOR ATTENTIONNew way to cut through the noise and stand out from competition

2. DECREASING EFFECTIVENESSBoost effectiveness of traditional channels and unlock a new sales-ready lead source

3. GROWING EXPECTATIONSLeverage engagement insights to accelerate sales qualification

Say Hello to Video

1. BATTLE FOR ATTENTIONNew way to cut through the noise and stand out from competition

2. DECREASING EFFECTIVENESSBoost effectiveness of traditional channels and unlock a new sales-ready lead source

3. GROWING EXPECTATIONSLeverage engagement insights to accelerate sales qualification

4. BUYER EXPECTATIONSAppeal to expectations of Millennials while creating fun and engaging experiences

Sounds Great, But Let’s Get Specific

Website

Content Campaigns

SocialWebinars Events

Email & Nurtures

Video Campaigns

ABM & Sales Development

Video Works Across Programs and Channels Interactive Events

Viewer Analytics

1. Opportunities for video content to reduce bounce

rate and increase conversions on key landing pages:

Homepage, Products, Solutions, Customers,

Demo or Trial Requests, Campaign Pages, etc.

Website

“72 percent of businesses who use video say it has

increased website conversion rates.” - Hootsuite

1. Opportunities for video content to reduce bounce

rate and increase conversions on key landing pages:

Homepage, Products, Solutions, Customers,

Demo or Trial Requests, Campaign Pages, etc.

2. In-video interactive events to create more conversion

opportunities and new lead acquisition

PRE

MID

POST

Website

1. Opportunities for video content to reduce bounce

rate and increase conversions on key landing pages:

Homepage, Products, Solutions, Customers,

Demo or Trial Requests, Campaign Pages, etc.

2. In-video interactive events to create more conversion

opportunities and new lead acquisition

3. Net-new conversion opportunities with gated video:

Watch a Demo Video

Subscribe to Video Series or ‘Course’

Watch an On-Demand Webinar

Website

Content Campaigns

1. Video-based content campaigns to tell a better story

Fun, entertaining campaign videos

Inspirational stories (perhaps of real customers)

1. Video-based content campaigns to tell a better story

Fun, entertaining campaign videos

Inspirational stories (perhaps of real customers)

2. Educational video series to build an audience

Thought leadership interviews

Chalk Talks or Whiteboard videos

Content Campaigns

1. Video-based content campaigns to tell a better story

Fun, entertaining campaign videos

Inspirational stories (perhaps of real customers)

2. Educational video series to build an audience

Thought leadership interviews

Chalk Talks or Whiteboard videos

3. Using video to promote or complement other content

campaigns to drive greater engagement

eBooks, Guides, Research Reports

Major webinars or virtual events

Product Launches, Customer Marketing

Illustrative Graphics:Demand Metric report personalized

videoFast Forward promo video

Content Campaigns

Social Media

1. Leverage existing video content on social media to

reach new audiences with a specific CTA

Organic social promotion

Paid social media advertising

2. Short, promotional videos to drive engagement in

other campaigns, programs and assets

Content assets and reports

Events and other campaigns

“People look 5x longer at video than at static

content on Facebook and Instagram.” - Facebook

Events

Mktg: boost CTRs by 300% w/ personalized video

Sales: 3x open-to-reply rates w/ personal video

1. Maximize the opportunity at sponsored events and

conferences (not just leads, real pipeline!!)

Pre-event promo videos to drive onsite meetings

Post-event follow up videos to stand out

BONUS: Capture onsite video to use later!

1. Maximize the opportunity at sponsored events and

conferences (not just leads, real pipeline!!)

Pre-event promo videos to drive onsite meetings

Post-event follow up videos to stand out

BONUS: Capture onsite video to use later!

2. Hosting your own events? Maximize your ROI with

video pre- and post-event

Personalized video to drive awareness

Post-event video hub with gated content

BONUS: Capture onsite video to use later!

Influitive drove 8x higher CTR and 4x higher click-to-open rate w/ personalized video

Events

Webinars

1. Live webinars continue to be a strong lead source for

many B2B marketing teams

Hosted/organic + 3rd party channels

45 min, 30 min, 9-minute “webinines”

2. Reduce, reuse, recycle! Gated on-demand webinars

are the gifts that keep on giving

On-demand viewing on website

Repurpose as blog posts (CTA to gated webinar)

Add to nurtures, sales enablement

BONUS: Track engagement in your MAP/CRM!

Email Marketing & Nurtures

Customer Stories Thought Leadership / How-To Summary/Preview of Content Asset

Product/Feature Overviews Personalized Video Campaigns

Email Marketing & Nurtures

Tips for Video in Email Marketing

• Subject, intro copy and thumbnail image all matter (no

one-size-fits-all, need to test with your audience)

• Videos don’t play inline, thumbnail links to landing

page to watch video

• Videos will often increase CTR but not always! Test

different approaches to see what works

• Personalized videos can be very effective...

Video Campaigns

1. Content campaign with video as the hero

Fun, approachable, humorous

Inspiring, motivational, interesting

2. Video series to build audience and leverage a formula

Chalk Talks or Whiteboard videos

How-To series, Interview series, etc.

3. Personalized video campaigns

Promote events, product launches

Drive engagement in major campaigns

Fun holiday videos (great time to be creative!)

ABM & Sales Development

Videos in Marketing Nurtures for Key Accounts Personal Video Messages from Sales Reps

Interactive Events & CTAs

Use pre-roll gates, mid-roll annotations, post-roll CTAs to drive action!

Using Video Engagement Data

Video Analytics

• Who watched which videos,

when, for how long?

• Use data in MAP for lead

scoring, smart lists, etc.

• Identify most engaged leads

and accounts faster

• Push data to CRM for

actionable sales insights

Common objections and concerns in Demand Gen:

• We don’t have enough videos (or what we have isn’t that great for demand gen)

• We don’t have resources to do all of this! Production, interactive events, analytics, etc.

• I don’t own the video strategy or the production budget, I don’t know where to begin...

But, But, But...

My recommendation:

• Look at your current inventory of videos and webinars - find some quick wins by repurposing

• Consider new videos for your website, major campaigns, nurtures, thought leadership

• In-house production is critical to scale. Try Vidyard GoVideo - free.

• Take the reins and make it happen! Start w/ a few video and prove ROI.

• Consider tech needs: interactive events, personalization, analytics, integration, etc.

Resources (Take a Screenshot!)

www.vidyard.com/blog/12-types-video-b2b-business/ www.vidyard.com/video-marketing-institute

https://marketingchalktalks.hubs.vidyard.com/ www.vidyard.com/resources/forrester-report-b2b-video-marketing-blueprint

Now Go Address These Challenges!

1. BATTLE FOR ATTENTIONNew way to cut through the noise and stand out from competition

2. DECREASING EFFECTIVENESSBoost effectiveness of traditional channels and unlock a new sales-ready lead source

3. GROWING EXPECTATIONSLeverage engagement insights to accelerate sales qualification

4. BUYER EXPECTATIONSAppeal to expectations of Millennials while creating fun and engaging experiences

Using Video for More Effective Lead Generation and Nurtures

Jodi CerretaniDirector, Demand Generation @Vidyard@JodiCerretani

Thank You!