Secrets to Leveraging Video for Marketing & Sales Success

#KnoxHUG knoxville.hubspotusergroups.com#KnoxHUG knoxville.hubspotusergroups.com
S E C R E T S T O :
LEVERAGING VIDEO
for Marketing & Sales Success
#KnoxHUG

FIRST: What’s a HUG?
HubSpot User Groups (HUGs) are:
“Free, in-person quarterly meetups that are open to
all HubSpot users. HUGs are typically hosted by a
local HubSpot Agency Partner, and are designed to
help you master all things strategy and software.“

INTRODUCTIONS: KNOXVILLE HUG LEADER & CO-LEADER
Holly Yalove
/hollyyalove
Mitch Transue
/mitchell-transue
vieodesign.com
Agency Certifications:
• HubSpot Certified Trainer
• HubSpot Agency Partner
• HubSpot Growth Driven Design Agency
• HubSpot Design & Development
• HubSpot Inbound Marketing & Marketing Software
• HubSpot Inbound Sales & Sales Software
• HubSpot Partner Sales & Delivery
• HubSpot Client Management
• HubSpot Contextual & Content Marketing
• HubSpot Social Media & Email Marketing
• Certified Google Partner
• Certified Yext Partner
• HubSpot Beta Testers

Save the date! 6/20/19
HUG News – Q2 MEETUP
Guest speaker: Jorie Munroe,
HubSpot Academy Professor

Of all time spent online, guess how much
is spent watching video? 1/3
- Source: Vidyard - HubSpot Video: The “Videoification” of HubSpot
VIDEO STATISTICS

How many hours per day do you think we
spend watching videos on YouTube
(globally)? Over 1 billion hours/day!
- Source: Brandwatch YouTube Statistics
VIDEO STATISTICS

What percent of internet traffic is
expected to be video by this year (2019)?
30%, 50%, or 80%? 80%
VIDEO STATISTICS
- Source: Vidyard - HubSpot Video: The “Videoification” of HubSpot

Using video on your Landing Pages can
increase conversion rates by?
15%, 35%, or 80%? 80%
VIDEO STATISTICS
Source: HubSpot Ultimate Guide to Video Marketing

7 in 10...
SOURCE: State of Video Marketing Report, Demand Metric, 2017
VIDEO IN MARKETING
...B2B buyers report watching
video on their path to purchase
...Marketers report that video
converts better than other
types of content

Using 1-to-1
video is a key
sales strategy
21%
1-to-1 video
MEDIA MOST LIKELY TO
ELICIT A REPLY
13%
Twitter
7%
Facebook
21%
Phone Call 25%
LinkedIn
12%
Mailer/Swag
SOURCE: The Ultimate Sales Engagement Guide, Sales Hacker, 2018
VIDEO
IN SALES

VIDEO: NOT JUST FOR LARGE COMPANIES
More than 50% produce video in-house
SOURCE: Video in Business Benchmark Report, Vidyard, 2018

#KnoxHUG knoxville.hubspotusergroups.com
GOODBYE, FUNNEL. HELLO, FLYWHEEL!

• GETTING STARTED •
with Video for Marketing

#1 - Consider Your Audience
Video content should:
ü Speak to the right stage of the buyer’s journey
ü Align with your marketing goals
TIPS & BEST PRACTICES

#2 - Focus on Content vs. Technical Quality
You don’t need a big budget to get started!
Often, the best videos:
ü Are informal, spontaneous, and authentic
ü Have the 4 Es:
Engagement, Emotion, Education, and Empathy

#3 – Leverage Videos You Already Have
Things like:
ü Past webinars
ü Social videos
ü Product walkthroughs, etc.

12 TYPES OF MARKETING VIDEOS
1) DEMO VIDEOS
Showcase how your product works
• Software tours
• Unboxing
• Physical product tests

2) BRAND VIDEOS
Build brand awareness and intrigue,
and attract your target audience
• Showcase company vision or mission
• Showcase products and services

3) EVENT VIDEOS
Conferences, roundtables, fundraisers, etc.
Consider:
• A highlight reel
• Interesting interviews
• Presentations given

4) EXPERT INTERVIEWS
Build authority and trust with your
target audience
• Internal experts
• Industry thought leaders
or influencers

5) “HOW TO” OR EDUCATIONAL
Help your target audience better understand your
business and solutions
• Teach something new
• Build on foundational knowledge
• Great for marketing, sales, and service

6) EXPLAINER VIDEOS
Explain why your target audience needs your product
or service
• Focused on a fictional journey of your company’s
core buyer persona
• Explains how your product or service overcomes
their problem/struggle

7) ANIMATED VIDEOS
Great format for explaining abstract products and
services or hard-to-grasp concepts

8) CUSTOMER TESTIMONIAL & CASE STUDY VIDEOS
• Feature your loyal, satisfied customers
• Provide proof that your product/service works

9) LIVE VIDEOS
Give viewers special behind-the-scenes looks at
your company
• Live-stream interviews, presentations, and events
• Encourage questions and comments
• Live videos draw longer streams and higher
engagement rates

10) 360° & VIRTUAL REALITY (VR) VIDEOS
Allows viewers to experience a location or event

11) AUGMENTED REALITY VIDEOS
Adds a digital layer to what someone is viewing
currently in the world
Ex: Visualize furniture in a space (IKEA Place App)

12) PERSONALIZED MESSAGE VIDEOS
A creative way to continue a conversation or
respond via email or text
• Record recaps of important meetings
• Give personalized recommendations

#KnoxHUG knoxville.hubspotusergroups.com#KnoxHUG knoxville.hubspotusergroups.com#KnoxHUG knoxville.hubspotusergroups.com
• GETTING STARTED •
with Video for Sales

VIDEO
IN SALES
Sales reps are
using video now
more than ever
to cut through
the noise
2015 2016 2017
22%
25%
VIDEO USAGE IN SALES
CONVERSATIONS
SOURCE: State of Video Marketing Report, Demand Metric, 2017
37%

VIDEO IN YOUR INBOUND SALES CADENCE
Connecting
● Connect with buyers who
are engaging with your
content
● Ex: Personalized selfie
introduction to put a face
to your name
Exploring
● Help buyers better
understand the nature
of their problem
● Ex: Screen share as a
teaser to relevant
content
Advising
● Advise buyer how to best
solve their problem
● Use curated playlists of
bottom-funnel content
● Leverage video in proposals
and use for internal handoffs

SALES TIPS & TRICKS
#1 – Preparing “Just Enough” in Advance
ü Be prepared, but not scripted
ü Decide on which key points to hit
ü Rehearse once or twice

SALES TIPS & TRICKS
#2 – Recording Your Video
ü Consider lighting and sound
ü Record with enthusiasm, passion,
and authenticity
ü You can always cancel and re-record

SALES TIPS & TRICKS
#2 – Sharing With Your Prospects
ü Try “video” in the subject (has been linked to increased
open rates)
ü Embed video thumbnail ”above the fold”
ü Choose the right details to highlight in text (just
enough, not too much!)

HubSpotVideo
HubSpot + Vidyard =

HubSpot Video for
Marketing Hub
Powered by Vidyard

New ”Video Icon”
Applies to:
Marketing Hub Professional & Enterprise

Upload new videos, or click one already there

Video embeds
on page

CUSTOMIZE THINGS
like the color of the player

Specify meta tags
(for SEO)

ADD CTAs
for lead generation

MARKETERS: YOU’RE USING VIDEO; NOW WHAT?
Expand. Use video on blogs, social,
landing pages, and more
Engage. Add in-video CTAs to guide the
customer journey
Optimize. Use video analytics for
smarter marketing

GETTING STARTED: HubSpot Video for Marketing Hub
#1
Log in and activate
HubSpot Video
–no extra cost
(HS Pro and Enterprise
Customers)
Each user who wants to add videos to content in HubSpot must
enable HubSpot Video in their own account & accept Vidyard
terms of service

#2
Upload and
embed your first
video into
a HubSpot
Landing Page

#3
Check out more
tips at:
HUBSPOTVIDEO.HUBS.VIDYARD.COM
(Also view their
Inspiration Hub!)

HubSpot Video for
Sales Hub
Vidyard GoVideo in HubSpot

NEW ”VIDEO ICON”
1-to-1 video for CRM email applies to Pro
& Enterprise levels of:
• Marketing Hub
• Sales Hub
• Service Hub

Record a video of
yourself or your screen
VIDYARD GOVIDEO POP-UP

Embed right into the email you’re sending!

HUBSPOT RECOMMENDS
To avoid spam and security concerns
across most major email clients:
• Insert a thumbnail or gif image of your video and link to a
landing page on which the video is embedded
• Vidyard does this for you automatically!

VIDYARD THUMBNAIL OPTIONS
When using their Chrome extension
Image
GIF
Custom
Image

#1
Log in and activate
Vidyard GoVideo in
Sales Hub
GETTING STARTED: Vidyard GoVideo in HubSpot’s Sales Hub

vidyard.com/govideo
#2 –Download the free Chrome Extension

#3
Check out more tips at
HUBSPOTVIDEO.HUBS.VIDYARD.COM

Expand. Pull from shared team libraries of
sales and marketing videos
Engage. Embed your calendar to book
meetings right from within video
Customize. Customize your video sharing
page to drive higher conversions
SALES REPS: YOU’RE USING VIDEO, NOW WHAT?

HubSpot Video for
Service Hub
Vidyard GoVideo in HubSpot

NEW ”VIDEO ICON”
• Respond to support tickets
with pre-recorded solutions
• Add personalization when
resolving customer
service issues

Upload new videos, or click one already there
EMBED VIDEOS INTO KNOWLEDGE
BASE ARTICLES

Knowledgebase
embed

ADDITIONAL RESOURES FOR HUBSPOT VIDEO
● LEARN MORE ABOUT HUBSPOT VIDEO
○ https://www.vidyard.com/hubspot-video-integration/
● LEARN ABOUT AVAILABLE UPGRADES
○ https://www.vidyard.com/hubspot-video-marketing/
○ https://www.vidyard.com/hubspot-video-sales/
○ https://www.vidyard.com/hubspot-video-service/
● WATCH HUBSPOT VIDEO TUTORIALS
○ https://hubspotvideo.hubs.vidyard.com

Free for HubSpot Pro and Enterprise customers
HUBSPOT VIDEO, POWERED BY VIDYARD

HubSpot Product
Update Highlights
HUBSPOT’S RECENT PRODUCT UPDATES
https://www.hubspot.com/product-updates

Secrets to Leveraging Video for Marketing & Sales Success

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Secrets to Leveraging Video for Marketing & Sales Success