BY JENNIFER PEPPER

Using Video in Every Stage of

Inbound Marketing

VIDYARD PRESENTS

IN THE OLD DAYSMarketers could rely on traditional ads to

push their message upon customers

But customers have become ad-blocking ninjas and unsubscribe wizards

They donrsquot like in-your-face ad campaigns and they prefer to delay chatting with sales until theyrsquove performed their research

They just want brands to back off a bit

Modern marketers are now in the business of earning brand interest with quality content marketing

Wersquore talkinrsquo ebooks white papers infographics blog posts video and more

SO

With the shift away from egocentric brand content wersquore seeing a trend toward useful content that helps customers navigate their own way through the buying cycle

Your mission should you choose to accept it is to take empowered customers on a useful content journey

Itrsquos less complicated than you think though

Therersquos even a secret weapon

Not only is video entertaining but you can use it throughout

the funnel

Yep the whole inbound marketing funnel

VIDEO

We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals

found that 60 of best-in-class companies now use video from initial awareness through to post sale

INITIAL AWARENESS

POSTSALE

Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing

Letrsquos take a look

Attract

BlogSocial Media

KeywordsPages

Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters

Calls-toActionLanding Pages

FormsContact

EmailWorkflows

Lead ScoringCRM Integrations

Social Media Smart Calls-to-Action

EmailWorkflows

Convert Close Delight

When shaping the perception of your company in this stage you can

Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see

Attract the ad-blocking ninjas

RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website

Thatrsquos where yoursquoll get a chance tohellip

ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include

Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes

Tip Add email-gates to select videos on your website to collect viewer contact info in this stage

PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO

After you

Establish your credibility with great helpful video content

Collect contact information with email-gated videos and

Score your leads based on their video viewing history (data from your Video Marketing Platform)

Itrsquos time to move in and seal the deal in the Close stage (woot)

Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads

For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

IN THE OLD DAYSMarketers could rely on traditional ads to

push their message upon customers

But customers have become ad-blocking ninjas and unsubscribe wizards

They donrsquot like in-your-face ad campaigns and they prefer to delay chatting with sales until theyrsquove performed their research

They just want brands to back off a bit

Modern marketers are now in the business of earning brand interest with quality content marketing

Wersquore talkinrsquo ebooks white papers infographics blog posts video and more

SO

With the shift away from egocentric brand content wersquore seeing a trend toward useful content that helps customers navigate their own way through the buying cycle

Your mission should you choose to accept it is to take empowered customers on a useful content journey

Itrsquos less complicated than you think though

Therersquos even a secret weapon

Not only is video entertaining but you can use it throughout

the funnel

Yep the whole inbound marketing funnel

VIDEO

We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals

found that 60 of best-in-class companies now use video from initial awareness through to post sale

INITIAL AWARENESS

POSTSALE

Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing

Letrsquos take a look

Attract

BlogSocial Media

KeywordsPages

Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters

Calls-toActionLanding Pages

FormsContact

EmailWorkflows

Lead ScoringCRM Integrations

Social Media Smart Calls-to-Action

EmailWorkflows

Convert Close Delight

When shaping the perception of your company in this stage you can

Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see

Attract the ad-blocking ninjas

RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website

Thatrsquos where yoursquoll get a chance tohellip

ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include

Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes

Tip Add email-gates to select videos on your website to collect viewer contact info in this stage

PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO

After you

Establish your credibility with great helpful video content

Collect contact information with email-gated videos and

Score your leads based on their video viewing history (data from your Video Marketing Platform)

Itrsquos time to move in and seal the deal in the Close stage (woot)

Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads

For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

But customers have become ad-blocking ninjas and unsubscribe wizards

They donrsquot like in-your-face ad campaigns and they prefer to delay chatting with sales until theyrsquove performed their research

They just want brands to back off a bit

Modern marketers are now in the business of earning brand interest with quality content marketing

Wersquore talkinrsquo ebooks white papers infographics blog posts video and more

SO

With the shift away from egocentric brand content wersquore seeing a trend toward useful content that helps customers navigate their own way through the buying cycle

Your mission should you choose to accept it is to take empowered customers on a useful content journey

Itrsquos less complicated than you think though

Therersquos even a secret weapon

Not only is video entertaining but you can use it throughout

the funnel

Yep the whole inbound marketing funnel

VIDEO

We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals

found that 60 of best-in-class companies now use video from initial awareness through to post sale

INITIAL AWARENESS

POSTSALE

Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing

Letrsquos take a look

Attract

BlogSocial Media

KeywordsPages

Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters

Calls-toActionLanding Pages

FormsContact

EmailWorkflows

Lead ScoringCRM Integrations

Social Media Smart Calls-to-Action

EmailWorkflows

Convert Close Delight

When shaping the perception of your company in this stage you can

Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see

Attract the ad-blocking ninjas

RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website

Thatrsquos where yoursquoll get a chance tohellip

ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include

Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes

Tip Add email-gates to select videos on your website to collect viewer contact info in this stage

PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO

After you

Establish your credibility with great helpful video content

Collect contact information with email-gated videos and

Score your leads based on their video viewing history (data from your Video Marketing Platform)

Itrsquos time to move in and seal the deal in the Close stage (woot)

Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads

For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

Modern marketers are now in the business of earning brand interest with quality content marketing

Wersquore talkinrsquo ebooks white papers infographics blog posts video and more

SO

With the shift away from egocentric brand content wersquore seeing a trend toward useful content that helps customers navigate their own way through the buying cycle

Your mission should you choose to accept it is to take empowered customers on a useful content journey

Itrsquos less complicated than you think though

Therersquos even a secret weapon

Not only is video entertaining but you can use it throughout

the funnel

Yep the whole inbound marketing funnel

VIDEO

We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals

found that 60 of best-in-class companies now use video from initial awareness through to post sale

INITIAL AWARENESS

POSTSALE

Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing

Letrsquos take a look

Attract

BlogSocial Media

KeywordsPages

Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters

Calls-toActionLanding Pages

FormsContact

EmailWorkflows

Lead ScoringCRM Integrations

Social Media Smart Calls-to-Action

EmailWorkflows

Convert Close Delight

When shaping the perception of your company in this stage you can

Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see

Attract the ad-blocking ninjas

RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website

Thatrsquos where yoursquoll get a chance tohellip

ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include

Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes

Tip Add email-gates to select videos on your website to collect viewer contact info in this stage

PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO

After you

Establish your credibility with great helpful video content

Collect contact information with email-gated videos and

Score your leads based on their video viewing history (data from your Video Marketing Platform)

Itrsquos time to move in and seal the deal in the Close stage (woot)

Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads

For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

With the shift away from egocentric brand content wersquore seeing a trend toward useful content that helps customers navigate their own way through the buying cycle

Your mission should you choose to accept it is to take empowered customers on a useful content journey

Itrsquos less complicated than you think though

Therersquos even a secret weapon

Not only is video entertaining but you can use it throughout

the funnel

Yep the whole inbound marketing funnel

VIDEO

We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals

found that 60 of best-in-class companies now use video from initial awareness through to post sale

INITIAL AWARENESS

POSTSALE

Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing

Letrsquos take a look

Attract

BlogSocial Media

KeywordsPages

Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters

Calls-toActionLanding Pages

FormsContact

EmailWorkflows

Lead ScoringCRM Integrations

Social Media Smart Calls-to-Action

EmailWorkflows

Convert Close Delight

When shaping the perception of your company in this stage you can

Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see

Attract the ad-blocking ninjas

RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website

Thatrsquos where yoursquoll get a chance tohellip

ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include

Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes

Tip Add email-gates to select videos on your website to collect viewer contact info in this stage

PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO

After you

Establish your credibility with great helpful video content

Collect contact information with email-gated videos and

Score your leads based on their video viewing history (data from your Video Marketing Platform)

Itrsquos time to move in and seal the deal in the Close stage (woot)

Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads

For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

Itrsquos less complicated than you think though

Therersquos even a secret weapon

Not only is video entertaining but you can use it throughout

the funnel

Yep the whole inbound marketing funnel

VIDEO

We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals

found that 60 of best-in-class companies now use video from initial awareness through to post sale

INITIAL AWARENESS

POSTSALE

Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing

Letrsquos take a look

Attract

BlogSocial Media

KeywordsPages

Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters

Calls-toActionLanding Pages

FormsContact

EmailWorkflows

Lead ScoringCRM Integrations

Social Media Smart Calls-to-Action

EmailWorkflows

Convert Close Delight

When shaping the perception of your company in this stage you can

Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see

Attract the ad-blocking ninjas

RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website

Thatrsquos where yoursquoll get a chance tohellip

ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include

Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes

Tip Add email-gates to select videos on your website to collect viewer contact info in this stage

PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO

After you

Establish your credibility with great helpful video content

Collect contact information with email-gated videos and

Score your leads based on their video viewing history (data from your Video Marketing Platform)

Itrsquos time to move in and seal the deal in the Close stage (woot)

Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads

For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

Not only is video entertaining but you can use it throughout

the funnel

Yep the whole inbound marketing funnel

VIDEO

We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals

found that 60 of best-in-class companies now use video from initial awareness through to post sale

INITIAL AWARENESS

POSTSALE

Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing

Letrsquos take a look

Attract

BlogSocial Media

KeywordsPages

Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters

Calls-toActionLanding Pages

FormsContact

EmailWorkflows

Lead ScoringCRM Integrations

Social Media Smart Calls-to-Action

EmailWorkflows

Convert Close Delight

When shaping the perception of your company in this stage you can

Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see

Attract the ad-blocking ninjas

RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website

Thatrsquos where yoursquoll get a chance tohellip

ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include

Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes

Tip Add email-gates to select videos on your website to collect viewer contact info in this stage

PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO

After you

Establish your credibility with great helpful video content

Collect contact information with email-gated videos and

Score your leads based on their video viewing history (data from your Video Marketing Platform)

Itrsquos time to move in and seal the deal in the Close stage (woot)

Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads

For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals

found that 60 of best-in-class companies now use video from initial awareness through to post sale

INITIAL AWARENESS

POSTSALE

Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing

Letrsquos take a look

Attract

BlogSocial Media

KeywordsPages

Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters

Calls-toActionLanding Pages

FormsContact

EmailWorkflows

Lead ScoringCRM Integrations

Social Media Smart Calls-to-Action

EmailWorkflows

Convert Close Delight

When shaping the perception of your company in this stage you can

Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see

Attract the ad-blocking ninjas

RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website

Thatrsquos where yoursquoll get a chance tohellip

ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include

Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes

Tip Add email-gates to select videos on your website to collect viewer contact info in this stage

PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO

After you

Establish your credibility with great helpful video content

Collect contact information with email-gated videos and

Score your leads based on their video viewing history (data from your Video Marketing Platform)

Itrsquos time to move in and seal the deal in the Close stage (woot)

Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads

For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing

Letrsquos take a look

Attract

BlogSocial Media

KeywordsPages

Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters

Calls-toActionLanding Pages

FormsContact

EmailWorkflows

Lead ScoringCRM Integrations

Social Media Smart Calls-to-Action

EmailWorkflows

Convert Close Delight

When shaping the perception of your company in this stage you can

Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see

Attract the ad-blocking ninjas

RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website

Thatrsquos where yoursquoll get a chance tohellip

ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include

Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes

Tip Add email-gates to select videos on your website to collect viewer contact info in this stage

PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO

After you

Establish your credibility with great helpful video content

Collect contact information with email-gated videos and

Score your leads based on their video viewing history (data from your Video Marketing Platform)

Itrsquos time to move in and seal the deal in the Close stage (woot)

Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads

For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

When shaping the perception of your company in this stage you can

Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see

Attract the ad-blocking ninjas

RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website

Thatrsquos where yoursquoll get a chance tohellip

ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include

Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes

Tip Add email-gates to select videos on your website to collect viewer contact info in this stage

PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO

After you

Establish your credibility with great helpful video content

Collect contact information with email-gated videos and

Score your leads based on their video viewing history (data from your Video Marketing Platform)

Itrsquos time to move in and seal the deal in the Close stage (woot)

Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads

For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website

Thatrsquos where yoursquoll get a chance tohellip

ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include

Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes

Tip Add email-gates to select videos on your website to collect viewer contact info in this stage

PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO

After you

Establish your credibility with great helpful video content

Collect contact information with email-gated videos and

Score your leads based on their video viewing history (data from your Video Marketing Platform)

Itrsquos time to move in and seal the deal in the Close stage (woot)

Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads

For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include

Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes

Tip Add email-gates to select videos on your website to collect viewer contact info in this stage

PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO

After you

Establish your credibility with great helpful video content

Collect contact information with email-gated videos and

Score your leads based on their video viewing history (data from your Video Marketing Platform)

Itrsquos time to move in and seal the deal in the Close stage (woot)

Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads

For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

After you

Establish your credibility with great helpful video content

Collect contact information with email-gated videos and

Score your leads based on their video viewing history (data from your Video Marketing Platform)

Itrsquos time to move in and seal the deal in the Close stage (woot)

Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads

For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads

For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

Automate your follow up content

Because video engagement data can be pushed into your marketing automation platform you can automate custom follow

up for various combinations of customer actions

Customers who watch more than one video about your product could be automatically sent your ebook for example or even

another short video

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

But therersquos still one more stage

All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers

Post sale is all about going above and beyond with video

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

This stage is where you can have a lot of fun with video and really stand out from your competitors

Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers

Ultimately make videos to inspire brand trust and loyalty

Delight

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

Now rinse amp repeat the content journey

Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help

Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue

Learn more on the Vidyard Blog or view more Vidyard SlideShares

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter

ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom

Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter