Why Marketers Who Use Video Drive Better Results

WHY MARKETERS WHO USE VIDEO DRIVE BETTER RESULTS

August, 2015

Andrew Moravick, Senior Research Associate Marketing Effectiveness & Strategy Bhaji Illuminati, Director of MarketingTaulia

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AGENDA

• Introductions• The Art & Science of Marketing with Video• Understanding Video as Marketing Technology• Dissecting the “X” factor• The Commonalities of Effective Video Users

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ANDREW MORAVICK

Senior Research Associate, Marketing Effectiveness & Strategy

Background:

Industry Experience:• Content Marketing Manager & Editorial Director of CMO Essentials,

Aberdeen Group• Demand Gen Marketing Manager, Harte Hanks• Social Media Specialist, SnapApp• Marketing Manager, PUMA International• Marketing Coordinator, Eloqua

Education and Published Research:• Lead Scoring: The Fundamentals & Factors in Best-in-Class

Programs, Aberdeen Group, December 2014• The Nature of Lead Nurturing: The 4 Pillars of Effective Programs,

Aberdeen Group, December 2014• Research on Net Promoter Scores published in, Smart Business is

Social Business, July 2011 by Michael Brito• Bachelors in English from Saint Joseph’s College of Maine

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BHAJI ILLUMINATI

Director of Marketing, Taulia Inc.

Background:

Industry Experience:• With Taulia through the journey from an early-stage start-up to the

market leading Financial Supply Chain company• As the first person on the ground in marketing, held every

conceivable role, from events to branding • Currently, responsible for driving global pipeline growth through

inbound and outbound channels

Most Successful Marketing Campaigns:• Customers thought our portal wouldn’t be intuitive for their

suppliers to use? It’s so easy, kids can use it! Taulia.com/Taulia-is-easy

• Suppliers won’t want to get paid early? Trust us, they will. Taulia.com/Unconventional-acceleration

• Having a hard time getting a customer testimonial? Feature the person, not the company. Taulia.com/AP-Superhero

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THE ART & SCIENCE OF MARKETING WITH VIDEO

The Art The ScienceBrought to You By Brought to You By

“Breaking Down Barriers” Bhaji “Always Asking Why” Andrew

WHAT WE MEAN WHEN TALKING ABOUT VIDEO

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THE COMMONALITIES OF EFFECTIVE MARKETING TECH

• Connections to Revenue

• Measurable Applications

• High Utility Integrations

• Alignment for Improvement

THE “X” FACTOR

Marketing is not one size fits all

Know what motivates your prospects

People-to-People vs. Business-to-Business

Focus on benefits, not products Consistent brand image through content & communication

CONNECTIONS TO REVENUE

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FIRST THINGS FIRST, THIS IS THE LAST THING BUSINESS LEADERS WANT FROM MARKETING INVESTMENTS…

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MORE MONEY FROM VIDEO USERS, MORE MONEY TO VIDEO USERS

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ASKING THE RIGHT QUESTIONS TO CREATE THE RIGHT VIDEOS

• What kind of content to produce and what are the storylines?

• How to bring those stories to life?• How do we align these stories to the

buying journey?• How do we ensure we’re engaging

prospects in an ongoing dialog?• What impact does this video have on

revenue?

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COMMON CONNECTIONS TO REVENUE AMONG VIDEO USERS

MEASURABLE APPLICATIONS

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DON’T CREATE A MARKETING MONSTER

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TOP MARKETING INITIATIVES OF VIDEO USERS

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TAULIA’S MARKETING PLAYBOOK

Put the customer at the center of

the story

Provoke change and emotions

Have fun!Simplify the message

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PUT THE CUSTOMERS FIRSTTurn your customers into super

heroes and let them market for you!

Taulia.com/shared-services-superheroTaulia.com/ap-superhero

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SIMPLIFY YOUR MESSAGE

A common concern prospective buyers have is

that the tool won’t be intuitive to the users…

how do we fix that? By showing that it’s so

easy, even a kid could use it!

Taulia.com/taulia-is-easy

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PROVOKE YOUR AUDIENCE TO TAKE ACTION

If people are afraid of change, let them know that you’ll be there to help them

achieve their goals.

Your job is to help them take control of their [WHAT??]Taulia.com/take-control

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AND SOMETIMES… JUST HAVE A LITTLE FUN

We’re not endorsing bad business practices…

we’re just… okay, well maybe we’re endorsing them.

Everyone needs to have a little fun!

Taulia.com/take-control

HIGH UTILITY INTEGRATIONS

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BUILD THE RIGHT MARKETING TECHNOLOGY CONNECTIONS FOR THE RIGHT JOBS

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VIDEO MARKETERS ARE ON TOP OF MARKETING TECH

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MIXING THE ART AND SCIENCE – MAXIMIZING DISTRIBUTION

Taulia.com Email Marketing Landing Pages Social

Custom Video Library on Taulia.com

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MIXING THE ART AND SCIENCE – OPTIMIZING ENGAGEMENT

Losing 40% within first 10 seconds!

60% watched until the end

Discovered sharp drop-off in Whiteboard videos when message turned to ‘sales pitch’

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MIXING THE ART AND SCIENCE – DRIVING CONVERSION

CTA

Marketing Automation Form as CTA at End of Video

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MIXING THE ART AND SCIENCE – CLOSING DEALS

VIDEO TYPE STARTED COMPLETED

Fun Campaign Videos +10 points +5 points

Whiteboard Videos +15 points +10 points

Demo Videos +20 points +15 points

On-Demand Webinar +50 points +15 points

Track viewing activities within Marketo as actionable insights• Who’s watching which videos, when, and for how long• Lead scoring based on actual engagement in video content• Automate follow-up after a video viewing session

Lead Scoring on Video Views

michael@globex.com

ALIGNMENT FOR IMPROVEMENT

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DON’T LEAVE OPPORTUNITIES FOR IMPROVEMENT UP TO CHANCE

Image Source: http://images-cdn.moviepilot.com/image/upload/c_fill,h_689,w_892/t_mp_quality/spiderman-spider-bite-is-marvel-set-to-completely-change-spider-man-s-origin-jpeg-283582.jpg

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VIDEO MARKETING & SEO: A VIRTUOUS CYCLE

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WHAT WE’VE LEARNED ALONG THE WAY

Facts tell, but stories sell

Don’t focus on “going viral”

Know who’s watching

View counts don’t count

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KEY TAKEAWAYS

• Justify your marketing efforts that use video with clear connections to revenue

• To humanize marketing initiatives, use video• Connect video to other marketing technologies to enrich

its utility• Capitalize on opportunities for improved performance

like aligning your video strategy with SEO• Remember, anyone can adopt the right technologies, but

a good tech stack alone isn’t going to drive results, you need unique content that resonates.

QUESTIONS?

For more information on this and other topics, please visit aberdeen.com

Andrew.Moravick@Aberdeen.com

@Amoravick

https://www.linkedin.com/in/andrewmoravick