10 Ways To Use Video With Marketo
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The document outlines ten effective strategies for integrating video with Marketo and marketing automation to enhance sales and lead nurturing. Key points include using video on landing pages, in emails, and for lead scoring, as well as leveraging video engagement data to improve marketing outcomes. The emphasis is on how video can attract and retain customers, increase search visibility, and aid in the overall marketing funnel.
10 Ways To Use Video With Marketo
- 1. 10 Ways To Use Video With Marketo Video + Marketing Automation = Success
- 2. © 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 Childs VP of Sales & Strategy matt@vidcaster.com
- 3. © 2011 Brightcove Inc.3 | Confidential 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.
- 4. 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?
- 5. © 2011 Brightcove Inc.5 | Confidential YES! How Video Impacts The Funnel Audience Blog, SEO, YouTube, Social Media, Email $ WIN New Customers Leads Nurture, Measure, Directed Messaging Opps Qualified 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.
- 6. © 2011 Brightcove Inc.6 | Confidential 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
- 7. © 2011 Brightcove Inc.7 | Confidential 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
- 8. © 2011 Brightcove Inc.8 | Confidential YES!3. Video and Your Website • Embed video to support text or vice versa • Different Options: • YouTube • 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
- 9. © 2011 Brightcove Inc.9 | Confidential 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
- 10. © 2011 Brightcove Inc.10 | Confidential 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
- 11. © 2011 Brightcove Inc.11 | Confidential 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
- 12. © 2011 Brightcove Inc.12 | Confidential 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
- 13. © 2011 Brightcove Inc.13 | Confidential YES!8. Video and Progressive Profiling • Collect data as viewers watch video content • Different Options: • YouTube • 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
- 14. © 2011 Brightcove Inc.14 | Confidential 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
- 15. © 2011 Brightcove Inc.15 | Confidential 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
- 16. © 2011 Brightcove Inc. Driving value from online video requires dozens of tools.Upload Publish MonetizePromote TrackDistribute Analyze ROILeadgen CRM
- 17. © 2011 Brightcove Inc. Google Analytics combines everything into one simple interface.
- 18. © 2011 Brightcove Inc. 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
- 19. Thank You! Now available via Marketo Launchpoint Matt Childs matt@vidcaster.com
Editor's Notes
- #17: Video by itself is not a strategyMany pieces working together to drive business outcomes with video
- #18: Video by itself is not a strategyMany pieces working together to drive business outcomes with video
- #19: Video by itself is not a strategyMany pieces working together to drive business outcomes with video