Bacon Flavored Videos

2015 Lenovo Internal. All rights reserved.

How to Turn Eloqua Into a Video Production Machine

mballard@lenovo.com @mballard5574

22015 Lenovo Internal. All rights reserved.

Back In the Day @mballard5574

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@mballard5574

Every day, over 4 billion videos are watched on

Facebook

Every month, over 6 billion hours of video are

watched on YouTube

By 2018, video will account for 80% of all

web traffic (Cisco)

4http://www.statisticbrain.com/attention-span-statistics/

@mballard5574@mballard5574

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@mballard5574@mballard5574

SHORTER PERSONALIZED VIDEOS

• 100M+ Users• 4B Daily Views• 36% of 18-29 year olds

62015 Lenovo Internal. All rights reserved.

@mballard5574@mballard5574

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A POWERFUL CONTENT MEDIUM

Engaging

Informative

Emotional

Accessible

http://appliedneurotec.com/neuroscience/effects-of-tv-on-your-brain/

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Over 70% of marketers report that

video converts better than other content types

- Demand Metric

email marketing by up to 300% - Forrester Research

Video can increase CTRs on

88% of website visitors stay longer

on a site with video prominently displayed

- MistMedia

Most Importantly: It Works

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Top Funnel – NASCAR VIDEO, USERS HAPPEN, DOWNTIME DRAMAMid Funnel – PRODUCT TOUR, UNBOX

HOW WE USE VIDEO TODAY@mballard5574

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Views alone don’t pay the bills How do we…

Optimize videos for engagement & conversion? Track, and act on, viewing activities of our leads? Connect views to pipeline to understand ROI?

Invested in a Video Marketing Platform integrated with our Eloqua marketing automation

BEYOND THE VIEW COUNT @mballard5574

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Customer Insights for each Prospect Who watched which videos, when, how long? Number of seconds watched and % completed

Thomas SpringfieldThinkCentre Tiny-in-One Pit Stop Challenge

Lenovo Yoga 3 Pro Product Demo

First Look: Thinkpad 10 Tablet

BEYOND THE VIEW COUNT @mballard5574

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1. Viewing data in Marketing Automation lead records2. Use viewing data to improve lead scoring

Score on % of video watched and actual engagement

3. Use viewing data to drive automated nurtures Follow-up communications after watching videos

What to do with the Data?

VIDEO TYPE 5%-25% 25%-75% 75%-100%

Campaign Videos +5 points +10 points +15 points

Product Tours +5 points +15 points +25 points

Unbox Videos +10 points +20 points +30 points

546471 Apr 6, 2015 11:35 Visit Web Page Watched ThinkCentre TIO: 100%

546470 Apr 6, 2015 11:32 Visit Web Page Watched ThinkPad Unbox: 75%

546266 Apr 2, 2015 12:04 Visit Web Page Watched Yoga 3 Pro Overview: 50%

546258 Apr 2, 2015 12:01 Visit Web Page Watched ThinkPad Product Tour: 100%

Sample lead scoring based on percentage watched

BEYOND THE VIEW COUNT @mballard5574

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Business Impact and ROI Reporting Data…

4. Funnel reporting

5. Attribution modeling

6. Content scoring

BEYOND THE VIEW COUNT @mballard5574

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@mballard5574@mballard5574

15152015 Lenovo Internal. All rights reserved.

This was all very exciting, but then we decided to get personal.

@mballard5574@mballard5574

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introducing

Personalized Video

Cuts through email clutter and improves conversion rates

Increases content engagement

Builds 1-to-1 relationships and greater brand affinity

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WHAT CAN BE PERSONALIZED?

textName or Email

Job titleCompany name

Etc.

imagesCompany logoLinked in photo

Image of company websiteEtc.

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Our Test

3000 non-active contacts

4x Open Rate

4.5x CTR

78% Video Attention (50% average)

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EXAMPLE CAMPAIGN

The MME HangoverPremisePersonalized video to promote participation at industry conference in Las Vegas. Personalization brings viewer into the story in fun and engaging way.

ResultsCTR Video Attention

Generic 1.86% 54%

Personalized 19.26% 76%

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True 1:1 via SFDC/Engage @mballard5574

RICARDO GRIEBENOW

212015 Lenovo Internal. All rights reserved.

Get Those Ideas Flowing

Content Campaign | Event Promotion | New Product or Feature

Customer Appreciation | Recruiting

@mballard5574

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DEFINEpersonalization points and mock creative

The Process

EXPORTyour contact list

IMPORTtokens, thumbnails and PURLs

MERGEdata into campaign

@mballard5574

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That’s a (Bacon) Wrap! Video matters to your buyers, it works to engage and convert

Video analytics help you identify high and low performing assets

Viewer analytics improve qualification, nurturing & sales effectiveness

Integrating viewer data into marketing automation and CRM enables you to track attribution and ROI

Personalized video can be a strategic weapon for significantly boosting CTR and engagement on key campaigns

@mballard5574@mballard5574

@mballard5574