A presentation I did at the SF Video Tech meetup in July 2015. This presentation focuses on integrating Marketing Automation with video platforms and proposes mechanisms to standardize these integrations.
2. Marketing Automation is the “Hot” Sector
Global Marketing Automation Vendor Revenue ($BN) B2B Marketing Acquisition Activity by Leading Technology Incumbents
Marketing automation vendor revenues are expected
to reach $5.5 billion in 2019, representing 8.55%
CAGR from 2014
$3.0
$3.5
$4.0
$4.5
$5.0
$5.5
$6.0
2014 2015 2016 2017 2018 2019
Source: MarketsandMarkets
$3.65
$5.50
$270MM
$1.6BN
$95MM
$2.5BN
$600MM$872MM
Video Marketing Automation: Why is it So Hard?
3. Marketing Automation is the “Hot” Sector
Video Marketing Automation: Why is it So Hard?
“We see only about 3 percent penetration in non-technology
midmarket companies. And the high-end of the market — above
$500 million in annual revenue — is only about 20 percent
penetrated.”
Act-On CEO Raghu Raghavan 2014
4. What is Marketing Automation?
Video Marketing Automation: Why is it So Hard?
The “Academic Definition”: Automates small tasks
Marketing automation refers to software platforms and technologies designed for
marketing departments and organizations to more effectively market on multiple
channels online (such as email, social media, websites, etc.) and automate
repetitive tasks.
- Wikipedia
5. What is Marketing Automation?
Video Marketing Automation: Why is it So Hard?
The “Market’s” Own Definition: Best Thing Since Jesus
6. What is Marketing Automation?
Marketing
Automation
Analytics Event Store Email
Landing Pages
Form ConversionReporting
Rule-Based Automation
Video Marketing Automation: Why is it So Hard?
The “Technical Definition” -> Hodge Podge of Tools
7. What Does Video Have to Do With Marketing Automation?
Video converts. Until now, we just didn’t know how much.
THEN
YouTube Play Count Metrics
Video Marketing Automation: Why is it So Hard?
8. What Does Video Have to Do With Marketing Automation?
Video converts. Until now, we just didn’t know how much.
THEN: PLAY COUNT NOW: DRIVE ACTION
YouTube Play Count Metrics
VIEWER
Video Marketing Automation: Why is it So Hard?
OUTCOME
9. Convergence of Video And Marketing Automation: A History
SMB/Self Serve
SMB/Medium Enterprise
SMB/Medium Enterprise
SMB/Self Serve
Medium – Large Enterprise
Medium – Large Enterprise
2006 20152007 2008 2009 2010 20122011 2013 2014
Video Marketing Automation: Why is it So Hard?
10. Vendors: Many More Than One Would Expect
Enterprise
Mid-SizeMicro/Small
Enterprise at
Local Level
Video Marketing Automation: Why is it So Hard?
11. How to Combine MAP and Video?
Video Marketing Automation: Why is it So Hard?
Two Approaches:
1) Bespoke
2) Standardize
12. How to Combine MAP and Video?
Video Marketing Automation: Why is it So Hard?
Two Approaches:
1) Bespoke - PAIN
2) Standardize
13. How to Combine MAP and Video?
Video Marketing Automation: Why is it So Hard?
Two Approaches:
1) Bespoke - PAIN
2) Standardize - PATTERNS
14. How to Combine MAP and Video?
Video Marketing Automation: Why is it So Hard?
Pattern Recognition
1) Form / new contact
2) Activities
3) Embed / player constructor
4) Page tracking
15. How to Combine MAP and Video?
Video Marketing Automation: Why is it So Hard?
Solution:
16. How to Combine MAP and Video?
Video Marketing Automation: Why is it So Hard?
Solution:
“Parameterized Integrations”
1) Form / new contact
2) Activities
3) Embed / player constructor
4) Page tracking
17. How to Combine MAP and Video?
Video Marketing Automation: Why is it So Hard?
18. How to Combine MAP and Video?
Video Marketing Automation: Why is it So Hard?
Parameterized Integrations:
- *Form (Vidcaster hosted, NOT MAP)
- *Page tracking (Vidcaster hosted, NOT MAP)
- Parameterized events (Vidcaster player event
router)
- *Back-end asynch
- *Front-end
*API wrappers to define new integrations
19. What Does Future Hold for Marketing Automation?
Final thoughts Market Automation Penetration by Segment
Segment Micro Small Mid-size Large
Annual
Revenue
<$5 million
$5 - $20
Million
$20 - $500
Million
$500+ Million
Clients 31,000 12,000 9,000 3,000
% of Clients 57% 22% 16% 5%
Companies 1,000,000 220,000 90,000 5,000
Penetration
(%)
3% 5% 10% 60%
1) What does the future hold? What does the market
need?
2) MAP has only 3% penetration for non-tech
companies. But this is bigger than MAP. This is ID,
EVENTS, GOALS.
3) Think of this as the era BEFORE ad
standardization – (before leaderboard / medium
rectangle; before VAST for video)
4) This is still wild west and silos are big
5) The walls will come down
6) Vendors are falling very short on this
7) The most open platform will win:
WHO WILL THIS BE?
Video Marketing Automation: Why is it So Hard?