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Video as a Key Pipeline Component: Lead Generation, Qualification, and Conversion

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Video as a Key Pipeline Component: Lead Generation, Qualification, and Conversion

  1. 1. The Rise of Video! Video Through the Funnel! Digital Body Language! In Practice: MongoDB! Today!
  2. 2. The Rise of Video Video Through the Funnel! Digital Body Language! In Practice: MongoDB! Today!
  3. 3. Left or Right?!
  4. 4. Left or Right?!
  5. 5. Left or Right?!
  6. 6. THE PLAY BUTTON IS THE MOST COMPELLING CALL TO ACTION ON THE WEB
  7. 7. “In a decade, video will look like as big of a shift in the way we all share & communicate as mobile has been.” - F8, April 2016
  8. 8. https://www.thinkwithgoogle.com/ 72% of B2B buyers watch videos throughout their entire path to purchase! Nearly half view 30 minutes or more of video content while researching. 72%
  9. 9. <10%Are using video as an integrated part of content and demand programs Most still use YouTube for video content management and analytics
  10. 10. The Rise of Video Video Through the Funnel Digital Body Language! In Practice: MongoDB! Today!
  11. 11. 10 Ways to Use Video to Brew Up More Pipeline
  12. 12. ToFu: Awareness & Relevance! MoFu: Interest & Intent! BoFu: Fit, Priority & ROI! 10 Ways to Use Video Through The Funnel
  13. 13. What type? •  Campaign videos •  Personalized videos •  Explainer videos Live where? •  Your website •  YouTube Channel •  Social channels – Facebook, TwiEer, LinkedIn •  Shorter versions can live on Instagram/Vine Top-of-Funnel Content
  14. 14. #1
  15. 15. The Star of Content Campaigns! https://www.vidyard.com/vidyard-eloqua-guide/ !
  16. 16. The Star of Content Campaigns! https://www.vidyard.com/happy-holidays-2015/ !
  17. 17. The Star of Content Campaigns! ü  Increase CTR on Email and Social Promos by 2x! ü  Increase time-on-page and engagement metrics! ü  Increase downstream conversion rates!
  18. 18. #2
  19. 19. Personalized Video Campaigns!
  20. 20. Personalized Video Campaigns! www.vidyard.com/
  21. 21. Personalized Video Campaigns! ü  Increase CTR on Email promotions by 3x-10x!!!! ü  Increase downstream conversion rates! "Open rate on the email was 4x higher than our average and click- through rate on the email CTA was 4.5x our average. What made these results even more impressive was that this campaign was run against a list of inactive contacts who hadn’t responded for more than 6 months!”!
  22. 22. #3
  23. 23. Amazing Explainer Videos!
  24. 24. Amazing Explainer Videos! ü  Quickly establish relevance and urgency! ü  Drive action to next stage in buying journey! ü  Very effective tools for sales team prospecting!
  25. 25. #4
  26. 26. Culture Videos! https://www.vidyard.com/blog/theyre-geeky- theyre-kooky-vidyard-family/ ! https://www.vidyard.com/blog/the-holiday- classic-struggle-a-vidyard-story/ !
  27. 27. Culture Videos! ü  Connect on a personal level!!! ü  Increase engagement in future campaigns! ü  Highly shareable when done well!
  28. 28. What type? •  Thought leadership •  Webinars •  Product demos Live where? •  Your website – behind email gates •  Landing pages •  YouTube Channel – Be selecLve Middle-of-Funnel Content
  29. 29. #5
  30. 30. Thought Leadership Interviews!
  31. 31. Thought Leadership Interviews! ü  Reduce, reuse, recycle, repurpose! ü  Effective on social media and blogs! ü  Great asset for sales prospecting (“no ask touch”)!
  32. 32. #6
  33. 33. Webinars: Live and On-Demand!
  34. 34. Webinars: Live and On-Demand! ü  Opportunity to cast a wider net! ü  Gated registration for new lead generation! ü  Very effective tool for lead qualification!
  35. 35. #7
  36. 36. Product Demo Video!
  37. 37. Product Demo Video! ü  Much higher take rate than live demo or sales call! ü  Gated content or post-roll CTAs for new lead gen! ü  Engagement data speaks volumes for qualification!
  38. 38. What type? •  Customer stories •  Micro demos •  Onboarding Videos Lives where? •  Your website – behind email gates •  Landing pages •  Email Campaigns BoEom-of-Funnel Content
  39. 39. #8
  40. 40. Customer Stories!
  41. 41. Customer Stories! ü  Social proof is a powerful weapon! ü  Engagement in success videos is a great qualifier! ü  Great tools for sales prospecting and qualification!
  42. 42. #9
  43. 43. Customizable Micro Demo Videos!
  44. 44. Customizable Micro Demo Videos! ü  Improve sales efficiency and effectiveness! ü  Find more stakeholders and potential new buyers! ü  Increase velocity and conversion rates!
  45. 45. #10
  46. 46. Pre/Mid/Post Event! www.vidyard.com/spacecamp !
  47. 47. Pre/Mid/Post Event! ü  Drive more Event awareness and registration! ü  Leverage live streams for demand generation! ü  Use recorded content for post-event lead gen!
  48. 48. The Rise of Video! Video Through the Funnel! Digital Body Language In Practice: MongoDB! Today!
  49. 49. Riddle me this:! What do all these videos have in common?!
  50. 50. They all hold the key to valuable ! digital body language
  51. 51. Who watched what? Who watched at a viewer level! How long they watched! What they watched & skipped! When they dropped off!
  52. 52. 2. Improved scoring and qualification 1. Opportunities for new lead generation 3. Enhanced nurtures and segmentation 2. Which content for which segments? 1. Who’s engaging and for how long? 3. Which videos are generating ROI? Smarter Content Marketing Better Demand Generation
  53. 53. Engagement Data Pumped to OMC!
  54. 54. Engagement Data Pumped to OMC!
  55. 55. Trigger Campaigns With Video!
  56. 56. Trigger Campaigns With Video!
  57. 57. Score Leads With Video!
  58. 58. Score Leads With Video!
  59. 59. The Rise of Video Video Through the Funnel Digital Body Language! In Practice: MongoDB Today!
  60. 60. This is Ryan Schwartz! Sr. Director, Marketing Technology & Strategy!
  61. 61. THEIR
 CHALLE NGE 1. Huge, unorganized video collection! 2. Poor viewer experience, and lack of mobile support! 3. Great content, but lack of strategy and reporting! 4. Entirely open, not used for lead generation!
  62. 62. THEIR
 GOALS 1. Organize and categorize our massive video collection! 2. Adopt a new video hosting solution to optimize experience! 3. Develop a cohesive content strategy for video! 4. Find the balance between generating awareness, and generating leads!
  63. 63. 1. Organize and categorize a massive video collection
  64. 64. Categorization! Events! General!Webinars! World 2014! World 2015! Video Type User Conference Catch all
  65. 65. # of views! Qualification Content value! Content differentiatio n! Content age!X! (! )!X!(! ÷! )! Formula! Example! 1,000! .8! .6! 6 mos!X! (! )!X!(! ÷! )! Score = 80! (Keep)! Threshold = 50!
  66. 66. 2. Adopt a new video hosting solution to optimize experience
  67. 67. Why we chose Vidyard
  68. 68. 3. Develop a cohesive content strategy for video!
  69. 69. What to create? Key person a #1! Key perso na #2! Early Stage! Late Stage!
  70. 70. What to create? “Building Your First App with MongoDB”! “Man AHL case study”! “Scaling and high availability”! “Introduction to MongoDB Compass”! Developer! Operator! Doesn’t Know MongoDB! Knows MongoDB!
  71. 71. 4. Find the balance between generating awareness, and generating leads!
  72. 72. 80%! awareness! 20%! generation! Marketing Mix
  73. 73. Multi-channel marketing Email! Social! Web! Multi-device support, easy updates propagated across player locations!
  74. 74. Results Average 150,000+ minutes consumed per month, by more than 16k viewers! Video has become our 2nd highest opportunity influencer! Last year video generated over 48k leads, and sourced over 220 opportunities! 630 unique videos viewed / mo!

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