Tuesday, May 31, 2016

DJ Khaled, Snapchat and Spontaneity in Videos

Do you know who DJ Khaled is? With songs like “All I Do is Win” and “We Takin’ Over”, he’s a producer known to bring together rappers and singers on generally positive-sounding tracks.

His greatest accomplishments are on Snapchat where he has built an amazing personal brand around one thing: realness.  In an age where everyone is putting up a front, the raw experiences of DJ Khaled have struck a chord with millions, and maybe businesses should be listening. Here are a few of his videos before we get into it:

Realness Doesn’t Mean Lack of Polish

I’ve been following DJ Khaled avidly since he published his first few videos, and it’s obvious that he took them seriously from the start. He always has someone following him who can shoot videos and from third person view. He has started endorsing brands, and even released singles from artists who he’s signed to his ‘We The Best’ label, all on Snapchat. However, most of DJ Khaled’s videos are pretty simple: they’re all filmed on an iPhone, and the vast majority of the videos are shot by DJ Khaled himself. And we’re talking about someone who releases 20-30 short videos every day.

The reason why this is so easy for DJ Khaled is because he already knows exactly what perception he wants to project to the world.

A lot of B2B businesses think they know, but often it’s precisely because they don’t that their videos don’t resonate with their audience. The first step to successful and plentiful video production is knowing what you want to talk about and how you want to represent yourself.

Once you have that solidified, you can start to explore what type of video content to pursue: do you want to take the thought leadership route? Or do you want to become the educational resource?  Maybe you just want to broadcast your successes (although we don’t recommend doing this for your entire video library).

15 Experts Spill Their Greatest B2B Video Production Advice

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You’ll notice that once you’re clear on what your videos should be about(and I mean an official video strategy everyone in your company knows about), spontaneous opportunities for videos will seem more frequent(like events!). They won’t all look amazing, but you know what? Your potential customers don’t care, as long as they get to see the real you.

Spontaneity is King

The best ideas are the ones you don’t plan.

The story of how DJ Khaled got started on Snapchat is pretty ridiculous, actually. He was on a jet ski in his home town of Miami, lost track of time, and ended up stranded at sea, in the dark, totally lost. He started documenting the whole ordeal on Snapchat, and the rest is history. Before this point, DJ Khaled was a minor celebrity. He’d had a few hits, but was more recognized for his ability to bring rappers together, rather than his own personal talent. But when his jet ski videos went viral, he recognized the tremendous opportunity in front of him.

None of DJ Khaled’s videos are anywhere near professional quality, but that isn’t the point. They’re successful because they show what we’re not usually allowed to see: the true life of a celebrity. It’s also refreshing to see a famous person being motivational and proactive instead of simply showing up to where their publicists tell them to go. B2B businesses are no different, they have everyday lives, big moments and inspirational speeches. It’s a learning experience, but you want your customers to relate to you. And you can’t do that as well by just showing them your contrived, prepared brand image.

Here’s a perfect example of a raw, company video.

This was shot by our CEO, Michael Litt, at our last company kickoff while employees were walking into the venue. It was streamed live on Facebook, and was pretty simple:  Mike asked employees how they were feeling about the coming year. Some of it is funny, some of it is insightful, but more than anything, it’s pure Vidyard. It’s an energy that we could never have replicated by writing a script.

This is the kind of video that gets people to relate and trust our brand.

The video has been online for 10 days at the time I’m writing this and it got 800 views. We’re talking about content that is purely about the Vidyard brand and employees, posted only on our CEO’s Facebook page, and done on the fly. Let that sink in for a moment, and you should understand the power of spontaneous video.

Make it Worthwhile

What really gave DJ Khaled lasting appeal is the set of life guidelines he keeps repeating. While mantras like “Count your blessings” and “Stay away from They” don’t scream business, they tell an important tale for businesses. These simple phrases reflect the core values that Khaled wants to preach. He even has an online store that sells t-shirts boasting these phrases, and it seems like every day he features 10 or more people he’s randomly found wearing his shirts on the street.

The reason why these mantras work so well is that they are relatable. They’re things we should all do, actionable tips that we can all benefit from.

What you need to do, is figure out what your company’s taglines are. No, not your actual company tagline, but sub-taglines that target the very specific things your product does. They should be snappy phrases that your potential clients can immediately apply to their lives. These have nothing to do with your slogan, they reflect what problems you are trying to solve. They can also be about pain points, and how you solve them. Once you find them, start repeating them in everything you do, and you’ll be surprised how quickly they catch on.

Just like DJ Khaled’s mantras, you’ll notice that your taglines might start to dictate the type of video you should do. Maybe one of them is more suited to explainer videos, maybe another works best to show off the company culture and events. For example, “Count your blessings” is usually DJ Khaled showing his house and possessions, “Stay away from They” are front facing mini-rant videos where he explains behaviors to stay away from.

Let’s Win More with Video

We can say it’s luck, or the fact that our society has come to enjoy following empty celebrities. At the end of the day, the reason why DJ Khaled’s videos succeed is that he has a very clear video content strategy (there, I said it). Some of his videos are motivational, others talk about the kind of foods he eats, he also does many videos of his workout routines, and the rest are either videos with fans or peeks into his everyday life.

None of the individual videos are specifically planned, but the strategy behind them is.

DJ Khaled always thinks to record his workout sessions, he always thinks to shoot videos with his fans on the streets, it’s all a habit. It’s not any harder for you to think about shooting a video of your CEO’s speech or of a recent product update. All you have to do is start thinking of everything your company does as potential content. If you’re not sure how to start doing that, just do what DJ Khaled does:

  • Have a clear goal for your video: Whether you want to show off your workout routine like Khaled, or a breakthrough for your product, there should be a clear takeaway.
  • Always think video: If everything is potential content to you, the opportunities to make a new video will all start jumping at you.
  • Find a quiet spot to shoot: Khaled has a sprawling Miami mansion and hotel rooms, but you have conference rooms and all the nooks and crannies of your office.
  • Be yourself: This isn’t the time to act, you want to show customers the true face of your brand.

B2B Video Production Tips

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Thursday, May 26, 2016

Your Video Library Should Be Like a Burrito [Infographic]

Typical situation, you’re a marketer trying to spice up your strategy at your current company. You know the best way to do that right now is to focus on expanding your video library. And you’re damn right to think that. You’re already doing so many videos, even worse, you’re starting to run out of ideas.

The question you should be asking yourself is am I making the right videos to make my marketing strategy stronger? Some videos are absolutely crucial to your strategy, you wouldn’t call a burrito a burrito if there was no tortilla. And some videos are like the jalapeƱos you sometimes add at the end to spice things up

It’s normal to run out of inspiration, the same way it’s hard to cook something different every night. What do you do when you don’t know what to cook? You turn to recipes. You’ll be happy to know that you can do the same thing with your video library. Make all the videos below, and we guarantee you’ll have a delicious burrito in your hands. Err, we mean, successful video library generating you leads while you sleep. Sorry, got a little carried away by hunger there.


Feel free to share this infographic, or embed it on your blog, just credit us!

Culture videos aren’t absolutely necessary, but like a nice salsa verde, it adds an extra depth of flavor to your library. (Click to tweet)

In fact, building out your video library is just like making a burrito, burritos aren’t daunting, they’re delicious. (Click to tweet)

It’s showtime: the meat, the heart of a burrito. Since the heart of your company is your product, you need a video that shows it off. (Click to tweet)

The post Your Video Library Should Be Like a Burrito [Infographic] appeared first on Vidyard.

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Wednesday, May 25, 2016

Meet the Team – Jon Spenceley

The title says it all, this is the part where you meet the Vidyard team. To us, it didn’t make sense to do it any other way than video. It’s how you get to really understand us, see our passion, and our little quirks. Today, we got Jon Spenceley, our Community Marketing Manager, to talk in front of a camera. You might have seen him in our other videos before, but this time, he’s getting a little more personal. Click play to learn why he decided to come work at Vidyard, why he thinks video is important, and what makes a good Hawaiian shirt (what?).

The Comprehensive Guide to: Using Video for Lead Generation, Scoring & Nurturing

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Didn’t make the cut

Videos are best kept short, Jon sure had a lot more to say! Here are a few more things Jon told us that didn’t make his video biography:

What do you do? I manage the majority of our paid advertising, all our social media channels and produce content for the Vidyard blog, namely my Video How-To series.

Who is a company doing video really well in your opinion? Red Bull on the consumer side. They joke about being a media company that happens to sell energy drinks, and clearly it works. They get people excited in obscure and dangerous extreme sports through spectacular videos, and they’ve created a very strong brand along the way. On the B2B side, Taulia, who happens to be a Vidyard customer. They do great things in regards to mapping the customer journey according to their video consumption and creating content that is relevant and funny to their customers in the (traditionally) very boring payment processing industry.

Who was your biggest influence? Saul Colt, who I worked under at FreshBooks, he takes a very hands-on approach to marketing. He taught me very early on that it’s much better to have 100 Twitter followers that are fully engaged, rather than 10 000 who don’t care about you. No matter your industry, you should always care more about getting your audience excited about your product.

What do you do in your free time? I’m a pretty avid long boarder, we’re finally getting some nice weather around here. I’m also very involved in craft brewing, I work part-time at a craft brewery on the weekends, it’s something I enjoy a lot.

What do you think is the next big tech breakthrough? I think the next big thing is personalization. I’m getting really tired with one size fits all messaging, and when I see companies going above and beyond to better tailor their content to me, it’s a really important factor.


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Tuesday, May 24, 2016

Stepping Up Your Facebook Retargeting with Video

Retargeting is a pretty easy concept to understand — if someone visits your site, make sure they see your advertising on every other site they get to. Seems easy, right? But how do you know where your prospects are spending their time? And how do you control where your ads are displayed?

That’s the beauty of retargeting with Facebook! Humans are already addicted to it: according to Facebook, there are over 1.65 billion active Facebook users, and 1.51 billion of them are using the mobile app. Chances are a significant portion of your audience is sitting on their phone, tablet, or laptop liking a cute video of a dog as you’re reading this. So now the question becomes, what’s the most effective way to target these users?

Video, Is There Anything It Can’t Do?

You’re already using video on your website and your YouTube channel, and maybe even as a great lead generation tool, too. But that’s not all video can do! It’s also a great vehicle for building retargeting lists.

Think about it: if someone watches your video content, they’re already an engaged lead, especially if they watch it all the way to the end. So use that to your advantage. Whether you’re using a Video Marketing Platform like Vidyard, or using YouTube annotations to build your calls-to-action, here’s how you can make this happen:

1. Building Your Retargeting List

First off, let’s talk technology. We use PerfectAudience to retarget our leads on Facebook, and we use their retargeting pixels to build our lists.

At the end of your video, you’re probably including some sort of call-to-action. Whether it’s a lead generation form or a link to another piece of relevant content, this space is the perfect place to add a retargeting pixel. This lets you build a list of people who have watched to the end of your video. Powerful stuff when it comes to serving targeted ads to the right audience on Facebook!

You can do this with YouTube annotations as well, but you have to be careful. If you’re linking people back to a landing page at the end of your video, use UTM tags and a special retargeting pixel on the landing page to build a list of folks who got there via your YouTube video. As long as you’re only using end-of-video YouTube annotations, you know everyone on this list got there because they watched your content until the end!

2. Always Remember to Exclude!

Now that you have a list of everyone who watched your video, it’s time to make sure you’re not spamming people with ads for a resource or event that they have already interacted with. Building exclusion lists is incredibly important, as nobody wants to see an ad for a guide that they’ve already downloaded!

PerfectAudience will build lists based on people who take a ‘conversion action’ and we use this to ensure we have retargeting lists for everyone who has downloaded a particular asset.

So, we take our retargeting list of people who have watched all the way to the end of our campaign video A and we take our list of people who have already filled in the form that goes with that campaign B and we subtract one from the other to get C), people who watched the video, but didn’t move through the funnel. A prime target for some retargeting ads on everyone’s favorite social network!

3. Let’s Get Social

The key to a good retargeting campaign is pretty close to the key to a good paid advertising campaign: make sure your assets are similar in branding to the page you’re driving people back to, and don’t serve your audience messaging that’s irrelevant to them.

The best part of retargeting is the ‘targeting’ part, you choose which audiences sees which ads. So now that we have our list, it’s easy to match up ads with content. Let’s take this campaign for example:

All's Fair Campaign

The video is clearly the star, but the video is designed as a vehicle to get viewers to download our guide. For everyone who watched the video, but didn’t interact with the form at the end, they’ll see this ad in their Facebook Feed:

All's Fair Ad

Or this campaign:

Let Video Campaign

Same idea – the video sets up the story, but you only learn the full lesson if you download the guide at the end. For everyone who watched, but didn’t download, they’ll see this ad in their Facebook Feed:

Let Video Ad

The best part? If you’ve already downloaded the asset, you’re automatically added to a list that keeps you from seeing these ads. The better part? We can still serve ads for other content assets to these lists. People who liked one video enough to watch it all the way to the end, may find value in a similar campaign. The possibilities are endless!

Using Video As Your Retargeting Asset

Now, the other side to this coin is retargeting people who visit your site with video ads on Facebook – and for that, you’re going to have to check out my recent webinar with BounceExchange called How to Use Video to Reach and Retarget Visitors on Facebook!

The post Stepping Up Your Facebook Retargeting with Video appeared first on Vidyard.

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Thursday, May 19, 2016

Building A Successful On-Demand Webinar Strategy

Webinars are considered one of the top content marketing tactics, second only to videos. In fact, according to recent research, 66 percent of marketers believe webinars to be effective in the B2B world. So if you have created several webinars – especially on video – you’re on the right track when it comes to content marketing. Why not build on that by increasing the size of your audience? The simplest way to do this is by offering your webinars on demand after they have already gone live. Here’s why you should do it and how you can get started.

Why You Should Offer On-Demand Webinars

It can take weeks or even months to put together a webinar, since you have to research, write, create slides or record a video, and then promote it. If you’re going to put all this work into building a webinar, you might as well get the most return on this marketing tool, and you can do that by making it available for people to watch long after it goes live. After all, only about 42 percent of registrants actually attend the webinar they signed up for, while 25 percent of registrants end up watching the archived version after the live event. So offering on-demand webinars can help you reach a good amount of people who can’t watch the webinar when it airs originally, increasing the number of leads you generate.

The most common way to benefit from recorded webinars is to embed them in your website. You can create a whole section for on-demand webinars so your target audience can find them easily. But you can also enhance your content marketing strategy with your archived, evergreen webinars. For example, you can include them in emails, link to them on your social media pages, and write blog posts based on them. The result is that you’re not only getting more leads with your on-demand webinar strategy, but you’re also boosting your content marketing success without putting in much more effort.

How to Get More Leads with Your On-Demand Webinars

As popular as on-demand webinars are these days, you can’t simply post them on your website for anyone to view and hope to magically get more leads. Instead, experts say you should gate any premium content you have, including webinars. As soon as you post your on-demand webinar, you can make a small preview of it public for anyone to see. You can then market it on Facebook, Instagram, and via email, to name a few ways to market the preview. Then post a form that asks for the contact information of anyone who wants to see the full webinar.

At first, the form you post should request the name, company name, position, phone number, email address, and any other information you want to know about your target audience. But once the webinar has been up for a few weeks, you can shorten the form so that it only asks for the name and email address of your audience. This is because shorter forms tend to attract more readers, since people are more comfortable giving out just a little bit of information than telling their life story on a form. Of course, the result is that you’ll know less about your readers, but you’ll likely end up with more leads in the end.

You also need to promote your on-demand webinar, and you can use the same tactics you would to promote a live webinar. This means you need to combine email marketing with social media marketing. You can start by including a link to the on-demand webinar in the “thank you for attending” email you send after the live version. You can send this email to anyone who registered for the event, so that both those who attended and those who couldn’t make it can see the link. You should then post links to your on-demand webinars via Twitter, Facebook, LinkedIn, and any other social network you use for business. Make sure you highlight why people should check out the webinar, just as you would with the live version, such as by mentioning any expert guests who’ll be speaking and what information viewers will learn — especially in a bulleted list. Readers love bulleted lists.

Know When to Ungate Your Webinar

Gating premium content is a tried-and-true lead generation tactic. But that doesn’t mean you have to use it throughout the life of your webinar. Once you get some good leads from gating your webinar, the purpose of posting that content can evolve from generating leads to getting clicks on your website. Ungating your content can result in hundreds and even thousands of views in a short period of time. Sure, you won’t capture the viewer’s information in the form of a lead, but you’ll make it easy for readers to share your content, leading more people to your website to see what you have to say.

There isn’t a specific time period after which you need to remove the gate to your content. Some people wait three months after posting the webinar, and others wait a year. Some choose to ungate their content only after they’ve reached their lead generation goal. The choice is yours. Just know that if you’ve properly promoted your on-demand webinar and feature a pretty minimal form for viewers to fill out, yet you haven’t gotten much interest, it might be time to ungate it and see how many more views it gets.

Best Practices to Consider Before You Offer On-Demand Webinars

As you start planning your on-demand webinar strategy, you should keep some webinar best practices in mind. For example, webinar marketers often point out that video is usually preferred to slides and audio. After all, video is considered slightly more effective at reaching the B2B audience than the typical webinar is, so a webinar on video can result in the best reach.

An additional best practice to consider is that if your webinar is any longer than about 40 minutes, you should edit it so it’s shorter. After all, BrightTALK’s analysis of webinars found that people tend to watch up to 37 minutes of live webinars, but just 48 percent of people watch recorded videos for more than 30 minutes. This suggests that an on-demand video should be slightly shorter than the live version.

Another insight gleaned from BRIGHTtalk’s research includes the fact that you’ll get most of your views several days after the live webinar. In particular, 31 percent of views occur 10 days after the live event, while nearly 66 percent of views occur 100 days after it. And 35 percent of your views will take place more than 100 days after the live webinar, so be sure to keep your content up for at least 3 months.

And don’t forget to repurpose your webinar into other helpful content, such as infographics, blog posts, podcasts, and social media posts. This way, you can get the most out of the effort you put into creating webinars, and you can always link back to the original content with that form.

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Wednesday, May 18, 2016

Video Fails Sometimes: Some Old Advice to Achieve Marketing Success

Real talk, not all marketers actually studied marketing. You know, its just not one of those sexy subjects that catches the eye of a teenager applying to university. For me, it was political science. I was already avidly following the politics of my country, and it sounded pretty cool to study. Now, as you probably know, that degree doesn’t really have a clear career path. I write pretty well, so I started working in marketing, thinking that my studies would be just a piece of paper on the wall. I was actually fine with that outcome.

However, as I delved deeper into the world of marketing, I realized that there’s a lot of parallels with what I spent four grueling years focusing on and the recent theme of failure in the tech marketing world. You know: the whole “fail fast, fail often kind of mentality, and learning from these failures. If anyone knows about failing hard, it’s Niccolo Machiavelli, a fundamental author to political science. You’ve probably heard of him because of the adjective “machiavellian”, which generally means evil, crafty and disloyal. The reason his name carries such a dark connotation is largely because of his most famous book, The Prince.

That book is indeed pretty dark stuff. It does, after all, recommend that if a prince is to attack someone, he should at least wound his victim gravely enough as to not suffer vengeance. What a lot of people don’t know is that this book is one big metaphor and it’s not to be read figuratively. It is also the result of a massive fail.

In 1512, Machiavelli was a highly regarded public official in Florence. Long story short, he really pissed off the family that ruled the city, and he was accused of treason, imprisoned, tortured and later sent into exile. It’s during that very exile that he started writing The Prince, presumably as a way to get back in the good graces of his former rulers, or to find a new master in another city.

He had some very grim tips and tricks, but he also offered some extremely valuable insight into what can only be described as primitive marketing.

As we all keep producing campaign after campaign, video after video, and try to keep up with whatever the market is dictating, it can be hard to remember the basics. Just give Niccolo a listen, he’ll teach you about keeping up with technology, how to stay true to yourself, making the necessary preparations, and how to analyze the results of your campaigns.

The Video Marketing Handbook

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Marketing success is about keeping up with the times

“Whosoever desires constant success must change his conduct with the times.”

Good old Nick might have implied that about ruling people, but what he really means is that you shouldn’t follow preconceived notions. We’ve all done it, we get one quick video win, and we spend the next year chasing that initial success. We redo the same kind of video, and scratch our heads when it doesn’t work as well as that first time.

If your audience is very engaged with you, the same type of video over and over might work well, but for most B2B companies, that just isn’t the case. For most of you, the better strategy is probably to explore new strategies that help you either get better click-through rates, or convey a better story. We’ve seen some amazing results with personalized video to catch the attention of an otherwise disinterested audience, and there’s been some very interesting forays into 360 video to tell a more compelling tale. Samsung has done a great example below, using the 360 technology to reveal the message in new and surprising ways. In this video, Samsung is trying to get their message across to customers in a meaningful way, but it would be just as powerful to a business prospect.

These technologies might seem gimmicky or not mature enough sometimes, but as Machiavelli told us, you can’t expect constant success if you don’t go with the times. The same logic applies to your old content. It’s okay to be attached to that video that performed really really well, but you can’t expect the same engagement by just reposting it a year later. Use that success as an opportunity to revisit what made that video successful. Maybe you need to update the graphics, maybe the stats you talked about are no longer relevant, maybe you just want to reuse the concept to do something different or maybe you need to produce new content altogether. Refreshing your content is a very important process to put in place, and it’s one that will immediately show results.

Are You Ready?

“The prince who has relied solely on their words, without making other preparations, is ruined.”

In medieval times, a prince who relied only on words and treaties could expect a sieging army at his doors pretty quickly. That’s why leaders in ancient times had militias, armies, and mercenaries at their command. Well, it’s kind of reversed, but if all you have is a video, you can’t expect your sales team to be sieged with leads. Just like any other type of content, you have to promote your videos. Whether you share them on your social channels, email them to your prospects or integrate them into blog posts, you constantly have to make sure they are working for you.

Having a channel on YouTube is a great start, but that’s all it is. You need to figure out where that video is best viewed, and in some cases what needs to happen before a video is shown or found. Great battles have been won and lost because troops arrived first and had a terrain advantage. This kind of advantage also applies to video content. A product overview is kind of awkward if it’s viewed on YouTube, but if it’s embedded into your own product page, then it has incredible home field advantage.

The Performance Game

“In the actions of all men, and especially of princes, which it is not prudent to challenge, one judges by the result.

In Machiavelli’s times, if a prince successfully defended a stronghold, but lost his entire army in the process, it wasn’t considered a win. In the grander scheme of things, it left him exposed to other warring cities, or even to dissidence within his own ranks. However, many leaders have fallen into that trap, thinking that defending an outpost was their ultimate goal.

You don’t risk the same consequences, but there is a similar pitfall with video. A video that generated a lot of views might seem successful at first, but views are not a very telling metric. You wouldn’t base the result of a war on a single battle, and you shouldn’t claim a campaign was successful because of one metric. A view only tells you if a prospect has clicked on your video. It’s the same as downloading a text asset, you don’t know if they read it the whole way, or watched it the whole way through.

You should be seeing your videos as important tactical pieces instead of just another asset. Gating a video with a form can allow you to generate leads from top of funnel content, and a short video can act as a great teaser to a piece of content that might not seem very exciting at first glance.

Power is in the Details

As everyone who misunderstood Machiavelli in the past, the subtleties of video are often overlooked. It’s not a produce and dump kind of content. A video is just one tool in your arsenal, one element of your general strategy. Machiavelli told leaders to listen to what their surroundings were telling them, and to always use that to their advantage.

What you might not realize, is that your video content is talking back to you. Not in a creepy ghost-y way, its actually telling you what your leads are looking for. You just need to be listening, and adapt along the way. Machiavelli was blinded by his ego, and that led him into exile. As we can see, he understood the error of his ways, but you might want to listen up before you find yourself in such a dire situation.

One last quote to get you pumped: “Where the willingness is great, the difficulties cannot be great”. Now, if you’re willing but all you need is a place to get started, the guide below is just that:

Video Marketing Handbook

The post Video Fails Sometimes: Some Old Advice to Achieve Marketing Success appeared first on Vidyard.

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Tuesday, May 17, 2016

Everything You Need to Generate, Score, and Nurture Leads with Video

Did you know that marketers who use video for lead generation see 19% lower cost per lead than those who don’t? For demand generation and content marketers alike, more quality leads for less cost is the consistent, ever-present struggle.

Meeting those MQL, SAL, and SQO goals each month is what keeps you up at night and what you wake up thinking about. We know.

The good news is that there’s a way you can use your current content and marketing programs to generate more leads without significantly more effort. It’s called a change in mindset: using video for lead generation.  

How to Grow Monthly Leads by 20% with Video

There are probably at least 8,793 ways to generate leads with video. Okay we’re not exactly sure on the precise number, but there are a lot. Here are just a few examples:

  • Gating on-demand webinars before the video starts playing
  • Adding a pop-out form on a product feature video for a demo request
  • Adding a form at the end of a video to download an ebook
  • Including one form for your entire event video hub to access all speaker session recordings

The truth is, if you’re not gating your videos or providing opportunities to get to know your audience and capture their information throughout your video content, you’re missing out. ExamSoft, an examination software platform, wasn’t previously considering their video assets to be lead generation tools. But when they flicked that switch to the “on” position, they saw a 20% increase in leads per month.

The Comprehensive Guide to: Using Video for Lead Generation, Scoring & Nurturing

Get the Guide

It just makes sense: consumers prefer content over all other mediums. In fact, in 2015, video viewing overtook all other activities online, according to Forrester. So why not go to your consumers instead of always trying to drag them back to you?  

Read more about the principles of lead generation with video, 5 ways to generate leads with video, and best practices for lead generation based on distribution location in The Comprehensive Guide to: Using Video for Lead Generation, Scoring & Nurturing.

Evaluating Leads Based on Video Consumption

After capturing these new leads, you need to evaluate the quality of them. Surely you already have basic scoring and segmentation in place, but are you using video consumption to help build a clearer picture of a lead’s profile and intent?

There are three great opportunities to evaluate a lead’s interest based on viewing consumption:

  • Topic-based video lead scoring – which videos on what topics has a lead watched?
  • Percentage-based video lead scoring – how much of a single video has a lead viewed?
  • Volume-based video lead scoring – how many minutes of video has a lead viewed in total?

Read more about how to put lead scoring with video into practice in The Comprehensive Guide to: Using Video for Lead Generation, Scoring & Nurturing.

Nurturing Leads to Purchase with Video

Once you have planted the quality seeds — or captured and scored the leads — you have to water them, or they’ll never grow into customers. Or at least, not very large ones: nurtured leads make 47% larger purchases than non-nurtured leads.

Get The Comprehensive Guide to Using Video for Lead Generation, Scoring & Nurturing to get — and keep more and more leads. And more leads. You’ll learn:

  • Five ways to generate leads with video
  • Video lead gen best practices by distribution location
  • Tailoring video initiatives to different stages of the funnel
  • How to use progressive profiling with video
  • Score leads based on video consumption
  • Nurture leads through the funnel using video

generate leads

The post Everything You Need to Generate, Score, and Nurture Leads with Video appeared first on Vidyard.

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Monday, May 16, 2016

Vidyard Hires Proven Sales Leader Darren Suomi To Lead Global Sales

KITCHENER, Ontario – May 16, 2016 – Vidyard, the video intelligence platform for business, today announced the addition of Darren Suomi as the company’s new Senior Vice President of Global Sales to help address the growing demand for video platform solutions in North America and beyond.

Suomi previously held global sales leadership roles at Hootsuite and SAP and has worked in technology sales for more than 15 years. At Hootsuite, he served on the executive team that acquired $185 million in venture capital funding and helped grow the company’s value from less than $100 million to more than $1 billion.

“No other medium can match video’s ability to convey a message quickly and effectively,” said Suomi. “Online video is experiencing explosive growth, and Vidyard is going to lead the industry into new markets and new possibilities with its continued innovation in video analytics and video intelligence. I couldn’t be more excited to help expand those new frontiers.”

Achieving more than 800-percent revenue growth over the last two years and receiving a $35 million venture capital investment lead by Battery Ventures in January, Vidyard is seeing demand for its video intelligence platform expand throughout businesses in both B2B and B2C markets. Expanding beyond the walls of marketing departments, Vidyard is now being used within sales, support, corporate communications and customer success teams to drive greater audience engagement and track the true impact of each video asset. Vidyard’s customer base includes global leaders such as Honeywell, Lenovo, LinkedIn, Cision, TD Ameritrade, Citibank, MongoDB, Sharp and 27 of the top 100 global software companies.

The addition of Suomi comes shortly after Vidyard hired former Hootsuite chief revenue officer Steve Johnson as company president and COO. Just as Suomi and Johnson helped Hootsuite dominate the social media management industry, both expect to do the same for Vidyard in the enterprise video market.

“Adding someone of Darren’s caliber will help Vidyard sustain its incredible growth trajectory,” said Vidyard CEO and co-founder Michael Litt. “His experience and expertise will be vital as we expand beyond North America to Europe and Asia. Our focus on customer success and delivering with purpose has made us the leader in this market, and Darren will help us continue to invest in enabling the power of video across global organizations.”

About Vidyard

Vidyard (Twitter: @Vidyard) is the video intelligence platform that helps businesses drive more revenue through the use of online video. Going beyond video hosting and management, Vidyard helps businesses drive greater engagement in their video content, track the viewing activities of each individual viewer, and turn those views into action. Global leaders such as Honeywell, McKesson, Lenovo, LinkedIn, Cision, TD Ameritrade, Citibank, MongoDB and Sharp rely on Vidyard to power their video content strategies and turn viewer into customers.

Media Contact:

Brad Hem
Phone: (281) 543-0669

The post Vidyard Hires Proven Sales Leader Darren Suomi To Lead Global Sales appeared first on Vidyard.

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Thursday, May 12, 2016

Video Promotion: Secrets from Marketers Who’ve Done it Right [Infographic]

Marketers are doing it all wrong.

Somewhere in the heat of the content marketing revolution, we got the idea that the more content you produce, the more successful you’ll be. That’s how we got to the point of targeted advertising online telling us their product will turn us into “content marketing machines”.


I don’t know about you, but I have no desire to be a machine. And that sounds like the furthest from the initial context of content marketing as you could get. We’re here to create relevant, educational content to help more buyers through the process.

Not to just pump out content until we can’t feel the tips of our typing fingers anymore.

That’s why we actually need more promotion.

The 80/20 Rule: Content Promotion to Production

Derek Halpern, founder of Social Triggers explains that the key to great content marketing is only 20% in the content you create. The other 80% is in the promotion. In other words, you should be splitting your time 80/20 to promotion vs. creation.

“Content without the marketing is not content marketing – it’s just content”, explained Sujan Patel, co-founder of Content Marketer and Narrow.io, in a recent article.

And yes, this extends to video content. Because we all know that publishing your video to YouTube, your website, or your blog is only the first step. People will not flock to your new video, unless you’re Apple or Volkswagen (and since you’re reading this, I’m going to guess you’re not).

Strong promotion is the key to any successful video campaign.

The Benefits of Focusing on Video Promotion

If you spend the effort to build out a strategic promotional strategy and build it into every single video campaign so that it grows up from being an afterthought to becoming standard, and important practice, you’ll notice these benefits right away:

  • You’ll spend less time and see greater results: let’s face it, creating content is a time-consuming task. If you could trade some of your content creation time for time building new promotion strategies, sharing videos across various social networks, creating shorter video clips as teasers, etc, you’d attract more viewers and more leads (if you’re using video to generate leads).
  • Your videos will get in front of more of the right eyes: by dedicating effort to where your video content will be promoted like selecting specific audiences on social or segmenting email lists, you’re spending time ensuring that the content you’ve worked so hard on actually gets in front of the audience that’s going to care about it.
  • You’ll create better video content: All of a sudden, when you’re creating less content but know that it’s going to be spread far and wide, you (a) have more time to create more relevant, in-depth, killer content and (b) care even more than you did before that the work you’re putting out there reflects strongly on your brand because it will have that much more of an impact.

Learn more about video promotion in the Video Marketing Institute

Keep Learning

Tips for Video Promotion from Today’s Marketers

Since we thought promotion was so important, we decided to ask 8 marketers who are actively using video in their marketing efforts and (more importantly!) focusing heavily on the promotion of those assets. Firstly, they agreed with us 100%. Secondly, they shared their best tips. Check them out in the infographic below!

video promotion

The post Video Promotion: Secrets from Marketers Who’ve Done it Right [Infographic] appeared first on Vidyard.

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Wednesday, May 11, 2016

From MQLs to ABM: Why We’ve Embraced Account-Based Marketing and What We’ve Learned

Hello, my name is Tyler. [Hi Tyler!]

And I’m an Account-Based Marketer.

It all started about 4 years ago when my marketing team discovered a new street drug known as MQL. It was a powerful drug with an addictive high and a fiery rush of adrenaline. What started as something casual and experimental quickly became an addiction that sought to control us. I’m sure many of you can relate.

“We need more MQLs!” could be heard throughout the office day and night.

We created dozens of new programs for generating tens of thousands of MQLs, or ‘Marketing Qualified Leads’ as some like to call them. We experimented with new ideas to maximize MQL flow week-over-week, only to discover that we were burning out. Not ourselves, but our sales team.

“We don’t need more MQLs!” shouted the sales team, as if inciting an intervention.

How could that be? Didn’t they know we were doing this all for them? As it turns out, we weren’t. We were doing it for ourselves — for the adrenaline rush of the MQL and the satisfaction of hitting our lead generation goals. But if MQL wasn’t the answer, what then?

“We need more SQOs!” they cried. “More opportunities with the targeted accounts that we’re actually trying to sell to!”

There IS Such a Thing as Too Many Leads

As it turned out, many of those leads that we had generated were nothing more than a distraction. In fact, more than 50% of those MQLs had been outright rejected due to being at companies that were not in our target market. Yikes! This simply would not do. We could do better. We could help our sales team be way more efficient. We could generate more demand at targeted accounts that we all knew we could sell to. We could focus on quality over quantity. And that’s when we discovered the newest drug on the marketing street: ABM.

5 Signs ABM Is a Smart Addition to Your Marketing Strategy

Read the Post

For those unfamiliar with ABM, or ‘Account-Based Marketing’ as the scientific community likes to call it, it’s a marketing practice that revolves around generating awareness and demand within targeted customer accounts rather than individual leads. Which seems like a no-brainer given we’re all trying to sell to companies not individuals, but very few marketing teams are actually aligned to this strategy or equipped with the right tools to execute on it effectively. Sales teams on the other hand? Yes, absolutely. They’ve been focusing on selling to accounts since the dawn of B2B sales. In fact, ABM is simply a synthetic variant of ABS (Account-Based Selling), and thanks to modern technology, it is much more potent.

ABM Is Not New, But It Is

ABM as an approach is really not new. I’m sure many of you have run marketing campaigns that have targeted a specific set of accounts. But what makes modern ABM new and very different is the incredible technology that now exists to underpin these programs to deliver them at scale and in a highly efficient, automated, measurable and intelligent fashion.

For example, my team can now run a complete marketing program serving display ads, email marketing campaigns, physical direct mailers and 1:1 personalized videos that target both known and unknown individuals within a specific set of accounts – literally with the flick of a button. We don’t even need to manually define the list of accounts, we can simply create rules and filters based on all of that wonderful account-level data that sits inside of Salesforce! So if we want to run a campaign targeting individuals at any account in our database in the manufacturing industry with more than 5000 employees that uses Marketo as their marketing automation system, we can do that. Simply define the filters, upload the assets, and press play. The stack takes care of the rest.

And one of my favorite new toys is our ‘intent engine’, which monitors different online signals that help us identify net new accounts that we should be targeting through our ABM programs. So we can now automate the delivery of marketing campaigns to hit individuals at companies that are actively researching our market, are showing increased activity in their use of YouTube (relevant to our business), have employees that are actively tweeting about us or our competitors, or have recently had job postings for individuals with ‘video’ in their title (a good indicator they are investing in video and therefore need Vidyard!). It really is a beautiful thing.

Learn More!

If you want to learn more about how we’ve approached our ABM strategy, what our ABM tech stack looks like, and what key lessons we’ve learned along the way, it’s all in my 35 minute presentation, “How to Make Your Target Accounts Love the Fact That You’re Targeting Them”, from the FlipMyFunnel conference in San Francisco and you can watch it below. So grab a bowl of popcorn, sit back and relax, and watch your conversion rates skyrocket. Enjoy!

The post From MQLs to ABM: Why We’ve Embraced Account-Based Marketing and What We’ve Learned appeared first on Vidyard.

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Vidyard Wins 2016 Marketo Revvie Award

Video intelligence platform honored in the “Partner of the Year, Launchpoint Technology” category for the impact of its video platform for joint Marketo customers

KITCHENER, Ontario – May 11, 2016 – Vidyard, the video intelligence platform for business, today announced it was named the winner in the “Partner of the Year, LaunchPoint Technology” category in the 2016 Marketo Revvie Awards. Beating out tough competition, Vidyard joins an elite group of marketers that have partnered with Marketo to positively impact their joint customers’ businesses and bottom lines, build engaging relationships with customers and inspire others in the marketing industry.

“Earning the Partner of the Year award for the 2016 Marketo Revvie Awards underscores Vidyard’s hard work and commitment to delivering best-in-class video marketing solutions that help Marketo users engage with their customers in new and innovative ways,” said Tyler Lessard, CMO of Vidyard. “Through our integration with Marketo’s Engagement Marketing Platform, our customers are gaining unprecedented insight into the digital body language of their online audiences and the true performance and impact of their video content assets. We are honored to be recognized as an exceptional member of the Marketing Nation®.”

Vidyard provides Marketo customers with the ability to track the video viewing activities of prospects and customers across all digital channels and use those insights within Marketo to enhance lead scoring, nurturing, segmentation and sales enablement. In 2015, Vidyard surpassed the milestone of more than 100 Marketo customers using its platform to boost marketing and sales performance. Vidyard customers range from small businesses to large enterprises, including Dynatrace, Elsevier, Sharp, Honeywell, Mitel, Altium, Tradeshift and Verizon.

In 2015, Vidyard launched two new products on top of the Marketo platform:

  • Vidyard Live enables Marketo users to broadcast live video streams to their customers and prospects and use embedded Marketo forms within the live stream to generate leads while tracking the engagement of each individual viewer within Marketo.
  • Personalized Video enables Marketo users to generate personalized videos for each prospect and customer, weaving names, company names, photos and other details from their Marketo contact records into the video content itself. The personalized video and a related personalized thumbnail image can be seamlessly merged into outbound email and social campaigns.

In addition to supporting a wide range of customers, Vidyard is a Platinum sponsor of the Marketing Nation® Summit and an active participant in Marketo’s roadshows and virtual events. Vidyard partners with many Marketo services partners including LeadMD, Demand Spring, Bulldog Solutions, Demand Gen, Faction Media and Verticurl, among others.

Vidyard recently raised its $35 million Series C financing and plans to continue to invest in the Marketo community in 2016 and beyond.

Winners are being recognized during Day 2 of the Marketing Nation Summit in Las Vegas on May 11, 2016. With 6,000 marketers registered from around the globe, the conference includes thought leadership, educational sessions, workshops, and trainings to empower marketers to succeed in today’s digital era.

About Vidyard
Vidyard (Twitter: @Vidyard) is the video intelligence platform that helps businesses drive more revenue through the use of online video. Going beyond video hosting and management, Vidyard helps businesses drive greater engagement in their video content, track the viewing activities of each individual viewer, and turn those views into action. Global leaders such as Honeywell, McKesson, Lenovo, LinkedIn, Cision, TD Ameritrade, Citibank, MongoDB and Sharp rely on Vidyard to power their video content strategies and turn viewer into customers.

About Marketo Revvie Awards

Established in 2010, the Marketo Revvie Awards recognize and celebrate members of the Marketing Nation who leverage Marketo to drive the Next Era of marketing. These marketers constantly find clever ways attract and engage customers, propel their companies to new growth and success, and inspire others. To learn more, visit: http://ift.tt/1Vh8xgc

Media Contact:

Brad Hem
Phone: (281) 543-0669

The post Vidyard Wins 2016 Marketo Revvie Award appeared first on Vidyard.

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Tuesday, May 10, 2016

How Lenovo Kept Things Simple, and Won a Markie

With such an expansive marketing technology landscape, building an efficient marketing tech stack has become one of the common struggles of modern marketers in the last few years. Just having an automated email system doesn’t cut it anymore. However, it’s easy to get drowned in all the marketing tech options out there, and ultimately lose focus.

We recently caught up  with someone who is no stranger to robust digital marketing technologies: Michael Ballard, the Senior Manager of Digital Marketing at Lenovo. Michael and his team were recently awarded a Markie at Oracle Modern Marketing Experience for Best Digital Marketing Ecosystem. In our chat, we expected Michael to rattle off a long list of high tech initiatives, but instead, he explained to us how he won a Markie by keeping things simple, and making the technology work for him. Read on to see how Michael developed an “always on” marketing platform, his opinion on video as a content type, and his tips for marketers trying to justify investments in marketing technology.

An “All Day, Every Day” Battle

Marketing’s role used to be about bringing in the most leads, dumping them over to sales, and repeating the process. However, that role is changing rapidly, and so are the metrics that marketers use to judge themselves. Michael explained it this way: “I think moving away from leads towards accounts is smart. The metric we’ve been focusing on personally is the opportunity. I can bring in a bunch of leads anytime, but creating an opportunity is really powerful. And that happens by better understanding where your potential customers are in the buyer journey.”

It makes a lot of sense that Lenovo is shifting metrics because they spent the last year building an “always on” marketing platform. This is a new mentality that has been taking the marketing world by storm. The core idea of  “always on” marketing is still about delivering content, but it’s about doing it in a data-driven way that leads the customer along the funnel, when it works best for them. Michael said it best when he told us that “The days of pushing content on a brand’s own timelines are gone. The market is flooded with so much content, so much that simply getting someone’s attention is now a precious thing.”

3 Ways to Use Video to Get More Out of Marketing Automation

Get the Guide

In order for Lenovo to create opportunities, they need to better understand their potential customers. They do that by publishing content at more opportune times, and following the data linked to that content closely. That way, they don’t just give an email address and a phone number to their sales team. They can give them that, but also tell them what stage of the buyer journey leads are at, tell them whether or not the lead is ready to buy, what kind of information they prefer, and what the best follow up might be. That’s the kind of information that contributes to faster deal cycles and more closed opportunities.

The Big Stack

Saying it’s easy for marketers to get lost in technology choices is the understatement of the year. That’s why Michael thinks it’s so important to keep things simple. Whether you’re building out your marketing tech stack, or even just updating it, it’s important to make sure the pillars, like your CRM, marketing automation, and database, are solid and well managed. Once you have that, you can start getting funky with other initiatives, but those are the core for any company.

The Lenovo marketing tech stack

  • CRM: Salesforce is where all the leads and opportunities generated live.
  • Marketing Automation: Eloqua as the base for all emails and forms, and Tableau to visualize all the data gathered.
  • Content Marketing: Kapost is used for all production, all external agencies also use it, turning it into a project management tool.
  • Social: Oracle SRM has been used for a few months, and is very promising because it integrates directly with Eloqua.
  • Video: Vidyard is used for all video campaigns, providing an extra level of analytics. Vidyard allows Lenovo to actually score a lead based on their viewing behavior.

As you can see, marketing technology gets cumbersome fairly quickly. That’s not even the full extent of the tech stack used by Lenovo. There’s a very interesting common thread through all the software used by Michael and his team, and it’s data. Michael says it best when he told us: “I’ve banned the phrase “I think that…” within my team, now it has to be “The data tells me that…”. This illustrates perhaps the best reason why marketing technology is becoming a must: it takes away the guesswork from marketing. You no longer have to wonder what customers are looking for, you can actually see what they prefer from the data.

Leading the Charge with Video

Since experimentation is a core attribute of Lenovo’s marketing approach, they’ve  tried a lot of different types of content. Video has become one of their top-performing mediums. Michael believes very deeply in the power of video: “Humans enter a meditative state when they watch a video, their brains react differently than when they are reading something.” Video works very well within an “always-on” marketing platform for that very reason, it gets the attention. Plus, video is relevant across all channels. The very nature of “always-on” marketing means that you are trying to reach your customer consistently wherever they look on the web, and video can be in all those places. Whether you use it as video ads, within emails, as tutorials or selling tools, it’s always a very efficient content form.

Of course, the theme of data-driven operations follows with video. Michael had an important warning for companies trying out video: “Video as a content medium has been super successful for us, but video views don’t pay the bills. If I can show how leads move along the buyer journey by how they’re consuming video content, that becomes very powerful. That’s how Vidyard has made our video strategy different, by providing us those extra analytics.”

With your own video content, it’s important to make sure you don’t fall in the trap of drooling over view counts. You need to be digging in deeper and looking at how long your prospects are watching your video for and what topics they’re spending time on. This is how you can build deeper profiles for each of your leads, understand more about what they’re watching (and rewatching!) and what they’re interested in.

A Few Words of Wisdom

Maybe you’re reading all this, and think “hey, that’s great, but I don’t even have a marketing platform, never mind an always on one”. We hear you, and we’ve been hearing time and time again that marketers are having trouble justifying increases in marketing technology spend. Michael had a very simple tip in this regard: “You need to justify worth. CEOs and execs don’t care about your engagement rates. You need to prove revenue. Talk to them in metrics that they understand.”

As marketers, we often get caught up in the new product and trends, and end up making processes more complicated than they need to be. If you’re trying to implement new marketing technology, learn to speak the language of sales. They don’t care about an increase in open rates, but they do about more relevant leads. And so should you.

Marketing technology is just an evolution of what we have been doing all along. It’s bringing new and exciting ways to engage leads, track and deliver content, and move leads through the funnel, but the methods and the goals are the same. Remember not to overcomplicate things. Marketing technology should simplify your tasks, not make them more tedious. If you keep that in mind, you might be on the road to a Markie for Digital Marketing Ecosystem of your own.

Follow Michael on Twitter: @mballard5574
Read more about Lenovo’s story and how they’re using personalized video and their Eloqua instance to capture the attention of disengaged prospects. 

get more out of marketing automation

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Friday, May 6, 2016

Video Marketing How-To: 8 Fast Tips for Testing Your Video Before Publishing

Hello, and welcome to another episode of Video Marketing How-To! This week we want to really quickly run through eight tips for testing your video before sharing it with the world.

  1. Test on multiple browsers — what works in Firefox, may not work the same way in Chrome or Internet Explorer.
  2. Deploy on a back-end site first so you can verify that everything works.
  3. Test on multiple devices — iPhones and Android devices render things differently.
  4. Test your Calls-to-Action or YouTube annotations to make sure they link to the right place.
  5. Ensure you have proper tracking in place, whether you’re using UTM tags or otherwise, to make sure you can track these clicks back to your video.
  6. Test your form submits and tagging — there’s nothing worse than launching a campaign only to discover the leads didn’t go where they were supposed to!
  7. For big campaigns, run your video past a few other people on your team. You’re never going to notice every detail, and a fresh set of eyes may catch something you didn’t.
  8. Ensure your content works on social — if someone shares your video, will that work properly?

Obviously the list of things you should be testing depends on how you build your campaigns, but hopefully this short list is helpful info for getting your next video campaign right. Thanks for watching, and stay tuned in another few weeks for another episode!

Bonus Fact: Jon’s shirt today is from the fabulous Yeti Cafe in Kitchener that caters our office lunches. If you find yourself at the Vidyard office, be sure to check them out!

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Thursday, May 5, 2016

Aragon Research Names Vidyard ‘Hot Vendor’ in Enterprise Video

KITCHENER, Ontario – May 5, 2016 – Aragon Research today named Vidyard, the video intelligence platform for business, a Hot Vendor in Enterprise Video for 2016 for its ability to personalize unique video content for each individual viewer and track detailed viewer engagement analytics within leading marketing automation, CRM and enterprise collaboration solutions.

Aragon also recognized Vidyard for its complete platform offering video content management, online delivery, video analytics and live video capabilities.

“Vidyard is hot because of its ability to customize videos in a similar way to how emails are customized for mass marketing. While this is a new capability, we expect it to become more sophisticated over time.” (Aragon Research, Hot Vendors in Enterprise Video, Jim Lundy, April 20 2016)

As Aragon noted in the report, video is becoming the dominant form of content because it makes consuming information faster. Video is becoming an integral component of the workplace, but technical limitations of networks, end points and video providers have gotten in the way of video execution. That is changing as vendors get stronger and technology simplifies processes. Aragon predicts that by the end of 2018, editing a video will be as easy as editing a text document.

“There is no doubt video has arrived,” said Tyler Lessard, chief marketing officer at Vidyard. “It is now the preferred communication medium for nearly every business function and for good reason. Audiences can interact with video in ways they can’t with text, and those interactions can be measured down to the second to provide incredible insight into the engagement patterns of different individuals and the effectiveness of different pieces of content.”

Already the first video platform to offer comprehensive integrations with Marketo, Salesforce, Oracle and other marketing and sales technologies, Vidyard provides personalized video as well as integrated video live streaming for B2B and B2C businesses. Companies such as Lenovo, Honeywell, LinkedIn, Cision, BMC Software and Citibank rely on Vidyard for their video marketing and analytics needs.

Aragon Research does not endorse vendors, or their products or services that are referenced in its research publications, and does not advise users to select those vendors that are rated the highest. Aragon Research publications consist of the opinions of Aragon Research and Advisory Services organization and should not be construed as statements of fact. Aragon Research provides its research publications and the information contained in them “AS IS,” without warranty of any kind.

About Vidyard

Vidyard (Twitter: @Vidyard) is the industry’s leading video marketing platform that helps marketers drive results and ROI with online video content. With Vidyard, customers can add video to their websites in minutes, get real-time analytics, syndicate video to social networks and YouTube, create calls to action, optimize search engine hits, capture leads, and brand their player skins all from one place. Vidyard integrates with key marketing automation and CRM tools to deliver user-level video engagement data, turning views into sales.

Media Contact:

Brad Hem
Phone: (281) 543-0669

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Tuesday, May 3, 2016

3 Ways to Squeeze More From Your Marketing Automation

Let’s face it: your marketing automation system is hungry. It’s hungry for leads, and information on those leads. All. The. Time.

That’s why you’re feeding it demographic information to build out stronger persona profiles, and why you’re watching every move your prospects make on your website and what content they’re consuming. Or … almost every move.

Are you tracking engagement with video at an individual prospect level?

Cream of the crop marketers are. They’re adding video to their marketing automation platform. It makes a lot of sense since video is the preferred content medium for today’s buyers and they’re consuming so much of it.

What Do We Mean by “Adding Video to Marketing Automation”?

I know you’re not supposed to answer a question with a question, but I’m gonna break the rules. Here’s my question back to you: How many of your leads have watched your video content? Or, do you know how many minutes they’ve consumed in total? Or what parts of certain videos they’ve re-watched.

With video data synced to your marketing automation platform, you’d know.

Maybe this just seems like a nice-to-have at first glance. I’m telling you, it’s more of a necessity. Audiences are consuming significant amounts of video in their path to purchase, as in more than 30 minutes worth. So even if only 25% of your buyers’ total research was done with video content (which is a low estimate, by the way), you’re missing a huge part of that research picture. And missing this means that you’re not able to identify high-quality leads that are consuming a lot of video content or tailor follow-up nurtures to topics related to the videos they’ve watched.

This is a paint-by-numbers competition and you’re missing the paint for numbers 7 through 10.

3 Ways to Use Video to Get More Out of Marketing Automation

Get the Guide

What I’m saying is, with video data synced to your marketing automation system, you can now paint the full picture. And it will be beautiful.

How to Incorporate Video in Marketing Automation

There’s actually a lot more to the perfect pairing of video and marketing automation than a clearer picture of your leads’ interest. Beyond better understanding your prospects, here are 6 opportunities where video will help you get more out of your marketing automation platform:

  • Generating more leads: when your video platform is synced with your marketing automation system, you can use video to generate leads through in-video email gates, full forms, and CTAs.
  • Better scoring and qualifying of leads: Scoring leads based on what video topics they’ve consumed, where those videos fit in the funnel, and how many total minutes they’ve watched will help you better understand your prospects’ interest and their propensity to buy.
  • Capturing more attention with personalized video content: Using the data already available in your marketing automation platform, you can create personalized experiences through the medium your buyers’ are craving (psst … it’s video). Adding their name, position, company, right into the video will help grab more attention and hold it longer.
  • Better engagement with more targeted nurturing: A clearer picture of what your prospects are interested in means you can offer even more accurate and targeted nurtures to help move buyers closer to purchase.

3 Ways to Use Video to Get More out of Marketing Automation

With an understanding now of how video can help you get more out of your marketing automation, check out these three specific ways that you can start using today with 3 Radical Ways to Use Video to Get More Out of Marketing Automation.

Download the guide and learn how to:

  • Increase your monthly leads by 20% by using video to generate leads
  • Better understand your prospects’ digital body language
  • Boost stale contact engagement by 56% with personalized communications

get more out of marketing automation

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