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- 1. Brightcove Inc. Video Data: The Story Beyond The View 1
- 2. Brightcove Inc. 67% of the buyer journey is driven through digital channels and content
- 3. Brightcove Inc. 3 Mary Lawson Weekend Bike Ride Fanatic IniTech Co.
- 5. Brightcove Inc. 5 How did she get here?
- 6. Brightcove Inc. 6 UNKNOWN CONTACT Clicked on tweet UNKNOWN CONTACT Converts to website visitor
- 7. Brightcove Inc. 7 UKNOWN CONTACT Browses website home page UKNOWN CONTACT Clicks to watch a video UKNOWN CONTACT Watches 100% of video CONVERTED CONTACT Fills out form
- 8. Brightcove Inc. Contacts that watched video 8 VIEWS 200
- 9. Brightcove Inc. What Mary watched 9 2 Views Watched 100% Viewed on desktop Mary Lawson Weekend Bike Ride Fanatic IniTech Co. mlawson@initech.com VIDEO A 100% VIDEO B VIDEO C
- 10. Brightcove Inc. 10 What happened when she watched it? KNOWN CONTACT Mary Lawson Weekend Bike Ride Fanatic mlawson@initech.com VIDEO A 100% VIDEO B 94% VIDEO C 100% REQUESTED CONTACT MODUS Rep Phone Call LEAD SCORING 100% A CONTENT NURTURE Sent webinar recording SALES Convert
- 11. Brightcove Inc. Contact purchased a bike from the MODUS website. PURCHASE Watched: 84% Video Title: MODUS Product Tags: product, website Action: Clicked on annotation VIEWING EVENT Watched: 10% Video Title: Bike Webinar Tags: bikes, webinar, landing Action: none VIEWING EVENT All back video viewing history associated with new contact. CONTACT CREATED Content: New Bike Sales Sheet Action: Auto-form Fill CONTENT DOWNLOAD Watched: 100% Video Title: Your New Bike Tags: bikes, customer, website Action: Click-to-purchase VIEWING EVENT The journey continues….
- 12. Brightcove Inc. • No interest in long form content • Preference for PDF/datasheets CONTENT • Purchases via website • Purchased the NITRO BIKE PURCHASE • Twitter user • Potential to engage on YouTube, Facebook, LinkedIn SOCIAL • Watched average of 96% of videos related to NITRO BIKE. PRODUCT Engagement with branded content marketing CONTENT Interest in specific product lines and offers PRODUCT Engages with social media SOCIAL How this contact makes purchases PURCHASE Key themes emerge…
- 13. Brightcove Inc. WHO IS IT? WHAT SHOULD WE TALK ABOUT? CAN YOU HEAR ME NOW? The ingredients for a smooth journey
- 14. Brightcove Inc. The technology behind a smooth journey
- 15. Brightcove Inc. 15 Video Deployment Across The Customer Journey Awareness • Video microsites • Video SEO via site maps • Video content distributed to social Conversion • Video landing pages • Video for sales teams • Shoppable video in conversion- focused players • Video tracked in MAP and CRM Retention • Personalized video • Video playlists & recommendations • Dynamic video galleries Advocacy • User generated video content • Video content distributed to social • Video polling Engagement • User generated video content • Interactive video content • Video galleries • Video live streaming experiences
- 16. Brightcove Inc. 16 CASE STUDY Global provider of knowledge and learning solutions (For Dummies Custom Solutions) GOAL Identify high value contacts to send to Sales team. SOLUTION Used existing 5 minute video in late funnel phase of campaign. If viewer watched >50%, Sales accepted as SQL. Video embedded in Audience and analytics sent to Oracle Eloqua and Salesforce. RESULTS • Email with video had highest click-thru in campaign (23% Unique CTR) • 2.5% of all campaign MQLs attributed to this video • 20% of these MQLs converted to Sales opportunities ($30k avg value)
- 17. Brightcove Inc. 17 CASE STUDY Global provider of nutrition products GOAL Produce higher CTR with in-video CTAs compared with on-page CTAs. (1%) SOLUTION Branded CTAs added to existing video. Interactive Poster, Interactive Contextual CTAs, Interactive End Cap. RESULTS • In-video CTA outperformed page CTA by nearly 10x • $115,000 in revenue generated from interactive video
- 18. Brightcove Inc. Brightcove is the world’s leading video marketing platform Over 5,700+ customers in 75 countries in every business vertical. 18
- 19. Brightcove Inc. 19 Brands use Brightcove for Video on website Video syndicated to social Video portals and microsites Live stream of event Video in email and marketing campaigns
Notas do Editor
- Well the big change we’re dealing with as marketing and sales professionals is that we’re operating in an increasingly online/digital world. According to Sirius Decisions, 67% of the buyer’s journey is driven through digital channels and content That means we need to find more digitally-focused ways to meet our goals. The personal conversations that used to lead people through the journey now have to happen via digital means And as we know, VIDEO is the most effective method of communication. At Brightcove, we’re looking to see how we can use video to best meet marketing goals.
- Video provides a next-level layer of information and trigger points that marketers can use in platforms like Oracle Eloqua to make better routing and scoring decisions. Yes vide is effective and drives more search and time onsite, but as marketers we really need to understand the digital body language. Video gives you the next levels deep. This information has never been available. With video, we know they read it, they like the first chapter, we know they dropped off before they got to content A, B, C. That’s the deep data we’re able to provide to your marketing automation platform to make better informed decisions about next automated actions.
- Digital conversations have 3 very important considerations 1: Who is it? = who is the individual viewer/visitor? What are they interested in at a broad strokes level? 2: What should we talk about? = discovering the individual’s needs/interests so you can send the right info at the right time to help them make a decision 3: Can You hear me now? = on the backend, how do you ensure your video platform is integrated into your marketing tech stack to ensure the customer experience is seamless? Also to ensure the marketing to sales communication and knowledge flows seamlessly. How do you create effective 1:1 conversations digitally? And since we’re Brightcove and we know that video is the most effective digital communication, how do you create Digital 1:1 Conversations with Video?
- The user experience must be SEAMLESS. Also your marketing and sales team should be sent the information that helps them do their specific jobs. That means your online video platform must have integrations into your existing marketing and enterprise technology stack (content marketing platforms, CMS, marketing automation, analytics platforms, and CRM) And the ability to create interactivity, personalization, etc must be a part of the OVP connectors as well.
- John Wiley & Sons is a global publisher that is famous for their Dummies book series. Wiley leverages Brightcove to manage and distribute their video content. Using Audience module, Wiley is feeding basic video engagement data directly into their marketing automation platform, Eloqua and also their CRM, Salesforce.com This specific campaign was targeted at known contacts that have engaged with the brand in the past. Wiley sent an email out with a link to a 5 minute case study video enriched with Brigtcove interactivity. If the viewer watched more than 50% of the entire video, a task was automatically created in Salesforce for the record owner to follow up. If they watch less than 50% the contact was put into a email nurture track. Because Wiley has enriched the video with interactive chapters, Wiley knows what each individual viewer cares about based on the chapter they have clicked on. In this specific video, “RESULTS ROI” was the most popular. So those viewers that clicked on that chapter will start to receive nurture and information related to Wiley’s Dummies ROI and case studies. That’s the power of interactive chapters in videos.
- The examples I showed you are just a few of our 5700 customer use cases. We have marketing customers in every business vertical.
- THIS is what we power! ALL These experiences. We have products that allow you to do all these things from one location. No matter what type of marketing you are focused on, your video will be optimized for it. Digital marketer? – you have video on your site in most any kind of player you want (single video, with a playlist, etc) and you can create branded, customized microsites and portals in minutes Social marketer? – syndicate to the top sites. Our players play natively in Facebook and other sites. Event marketing? – we provide live streams and live event experiences that you can create yourself in minutes Demand gen? – your emails and campaigns are individualized and automated by integrating with your marketing automation and CRM platforms SEGUE TO PRODUCT: So how do we do that?
- DESIGN NOTE: abstract image of a live event, maybe a big audience and someone on stage in the distance. TALK TRACK: Last year at PLAY we announced our Live Experience and it has been wonderful to see you adopt and use it in so many ways. Putting on events is hard. It takes planning, investing and effort. Months of work would result in days of value to a limited audience. With LIVE you can extend that reach to a much broader audience and then switch to on-demand videos after the event to allow that significant investment to pay off in the days, weeks, and months that follow. From Product announcements to College addresses to Internal meetings, we’re seeing you use LIVE in many impactful ways.