Beyond the View CountUsing Video to Fuel Demand and Customer Insights

Tyler LessardChief Marketing Officer

Vidyard

@tylerlessard

Michael BallardDemand Generation Strategy

& Operations Manager

Lenovo

@mballard5574

New Customer Buying Journey

Customers contact a business when they’ve completed

60%-90%of the purchase decision process

Customer Interest Begins Customer

Purchase Decision

Marketers are now engaging, educating, qualifying and ‘selling’ potential buyers

Relying on digital content to build relationships with online audiences

https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html

6 Billion 4 Billion 79%

99%

THE PLAY BUTTON IS THE MOSTCOMPELLING CALL TO ACTION ON THE WEB

How can I use video to increase engagement and generate better results throughout the funnel?

How can I track video viewing data to better qualify and convert prospects?

How can I track attribution and video ROI?

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

A Powerful Content Medium

Engaging

Informative

Emotional

Accessible

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

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

Top Funnel – NASCAR VIDEO, TIO BABYMid Funnel – PRODUCT TOUR, UNBOX

How We Use Video Today

• 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 Beyond the View Count

• Video Analytics (how well is the video performing)– Unique viewers, click-through and conversion rates– Average engagement and drop-off rates

All About That Data

Losing 40% within first 10 seconds!

60% watched until the end

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

All About That Data

Thomas Springfield

ThinkCentre Tiny-in-One Pit Stop Challenge

Lenovo Yoga 3 Pro Product Demo

First Look: Thinkpad 10 Tablet

1. Get the data into Marketing Automation2. Use viewing data to improve lead scoring

– Score on % 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

Business Impact and ROI Reporting Data…

What to Do with the Data?!?!

4. Funnel reporting

5. Attribution modeling

6. Content scoring

• Video platform built for B2B and Demand Gen• Eloqua and other technology integrations• Stable and scalable platform• Flexible with wide range of value-add features

– Splash screen split testing, CTA’s, redirects, etc• Can tie videos to the funnel and revenue!

Why Vidyard?

Tyler LessardChief Marketing Officer

Vidyard

@tylerlessard

Michael BallardDemand Generation Strategy

& Operations Manager

Lenovo

@mballard5574

Thank You!