Fashion might be cyclical (who else is surprised that fanny packs and scrunchies are making a comeback?), but marketing trends tend to keep moving forward.
That’s certainly the case with video marketing, which continues to infiltrate industry after industry, with no signs of stopping. In video marketing, there’s always something new to test (personalization, anyone?), but one thing’s for sure: video in one form or other is here for the long haul.
And video tips for B2B organizations are no different.
Jay Baer shared an insider look at the B2B video tips marketers need to know in one of his webinines. Offering insights into how B2B companies are using video and what you can do to make the most of your efforts.
Watch the webinine below (it’s under 10 minutes) or read on to discover key stats and tips he shared.
Trend No. 1: Video Persuasion
If you’re using video, you already know it’s an entertaining and engaging format, but did you know it’s incredibly persuasive as well?
Two-thirds of customers (64%) say that seeing a video makes them more likely to buy. That’s a big opportunity for your business.
To take advantage of video, incorporate it at every stage of the marketing funnel. Jay says that the deeper prospects are in the funnel, the more specific the video you produce for them should be.
Trend No. 2: Change the Messenger
People prefer to listen to people, not brands. More specifically, they like to hear from “real” people: your customers.
Right now, 37% of businesses are creating videos that feature their customers. Jay suggests creating testimonials, Q&As and other customer-centric videos.
Trend No. 3: Desktop is Dominant for Video
A whopping 89% of business-related video views take place on a desktop, with a mere 11% happening on mobile.
We keep hearing how mobile is taking over. Marketing trends reports are positively FULL of calls to go mobile, optimize for mobile—mobile, mobile, mobile!
But when it comes to B2B video tips, the desktop is where it’s at.
Focus on the desktop experience and create your videos with it in mind.
Jay says, “In an email, I always tell people… design it for mobile and then make sure it works on a desktop. For video, the exact opposite. Design it for desktop, then make sure it works on mobile.”
Trend No. 4: Midweek Magic
Of course, once you’ve created videos, there’s the all-important decision of figuring out when to post them.
Data shows that the majority of business-related video views (54%) take place on Tuesday, Wednesday, and Thursday.
That leaves you with an important decision for your strategy: knowing that more views take place on those days, you can post your video content then OR you can decide to avoid the competition and share your stuff some other time.
Either way, Jay says: “You need to test this and then test it again and then test it again.”
Trend No. 5: Size Matters
When it comes to video, short seems to reign supreme with 75% of business-related videos clocking in at under two minutes or less.
Jay recommends keeping things short for top and mid-funnel prospects by sticking with single-topic videos. He says it’s okay to have longer and more in-depth content for those deeper in your funnel.
Trend No. 6: Size REALLY Matters
The length of a video has a significant impact on its consumption. Only 14% of viewers will finish a video that’s 30 minutes or longer while 59% will complete one that’s 90 seconds or less.
Your chances of having your audience stick with you until the very end increase markedly the shorter your video is.
Knowing that not all your viewers will finishing watching your video, Jay says it’s important you don’t save the most important stuff—like key points and CTA’s—for the very end.
He recommends putting CTA’s at the beginning so viewers are less likely to miss it.
How does your video strategy line up with the trends? Sound off in the comments below.
Everyone knows that “a diamond is forever.”
But they weren’t always.
In the 1930s, only 10% of brides in the U.S. had a diamond engagement ring. Fast forward 50 years and that number shoots up to 80%.
So what happened?
Enter De Beers. They hired U.S. ad agency N.W. Ayer to shift public perception—ultimately running one of the most successful marketing campaigns of all time and changing the idea of what a diamond was.
The plan included tons of clever tactics—ranging from an influencer-style campaign that involved loaning diamonds to starlets and socialites for big-ticket events to ads that instructed readers on how to choose a quality diamond (inventing the idea of the “four Cs”)—the secret to their success was emotion.
Nowadays, we call tactics like these demand creation.
But De Beers had diamonds!!
You might be thinking, “Well sure, De Beers had DIAMONDS. I haven’t got that.” But just remember, when they started, that didn’t mean much of anything at all.
Demand creation is about generating demand for a product or service when no demand exists. It involves providing information to customers that pique their interest and educates them about what problem your product solves.
In an online world, creating demand, generating leads and nurturing them through the sales funnel is critical to business success.
We teamed up with the research pros from Ascend2 to survey marketers at mid-size companies to find out what their demand creation activities look like, what their priorities are and what’s working for them.
Whether you’re trying to sell your boss on making demand creation part of your process, or you’re putting together a new marketing strategy, these stats can help you make a plan that works.
Only 4% of marketers ignore demand creation
Nearly two-thirds (65%) of marketers have made demand creation a part of their strategy.
Another 31% are talking about it.
Only 4% of marketers aren’t acting on creating demand for their product. (They must not have heard about De Beers…)
Don’t let your company become one of the 4%, demand creation is on a lot of marketers’ maps—don’t fall behind on the trends that matter.
Plus, a whopping 95% of marketers at mid-size companies—including both B2B and B2C organizations—say that their demand creation strategies are successful.
How to crush this step
Today’s buyer moves as much as 60 to 90% of the way through the buying process before they engage with your sales team. Buyers conduct their own research and form their own opinions without talking to you.
Be present where buyers are when they’re doing their research and making their decisions. Create and share information to introduce potential customers to your business, establish your organization as an expert in the industry and educate them about your product.
Improving lead quality is a top priority for marketers
More than half (58%) of marketers surveyed say that improving the quality of leads acquired through demand generation is a top priority for them.
Improving strategy effectiveness (42% and improving lead data analytics (41%) are also top-of-mind.
One of the best ways to improve the quality of your leads is to optimize your lead scoring. Make sure your lead scoring covers the different ways prospects can engage with your content and organization at different stages of the buying process.
Marketers who use video have a 19% lower cost per lead than those who don’t.
Definitely a good reason to consider adding video to your demand generation strategy. Thinking of trying it? Check out our Chalk Talk on how to use video engagement data to qualify leads.
Social media and email are among the most effective lead gen tactics
There are a number of ways to approach lead generation, with plenty of tactics that can be used and combined to create a successful demand creation strategy (just look at De Beers).
When it comes to achieving lead gen goals, 54% of marketers rank social media marketing as an effective tactic. Another 45% say email marketing works for them and 37% indicate that search engine optimization (SEO) helps them achieve their lead gen goals.
How to crush this step
Look for ways that you can make email and social media marketing work for you. With the vast majority of marketers using these tactics, you need to find new ways to stand out from the competition.
Using interactive video content in your email marketing continues to be hugely effective in generating higher click-through rates on average—even using the word “video” in the subject line can boost open rates. And with tech giant Cisco predicting that video will make up a whopping 82% of all web traffic by 2021, you can’t afford to let your business get left behind.
When it comes to demand gen, don’t be afraid to test various tactics to discover what works best for your business and your audience. You’ll also want to be sure to have adequate lead scoring and attribution set up so you can tell what’s working (and what isn’t).
Interested in making video part of your demand creation strategy? We’ve put together a blog that explains how to use video to prospect and validate leads.
What demand gen tactics have worked for you in the past? What are you most excited to start trying? What do you wish you knew before you started optimizing your demand gen strategy? Sound off in the comments below.
The post Diamonds, Demand Generation, and Stats Your Business Needs appeared first on Vidyard.
The first ever banner ad earned a 44% click-through rate—that’s a story almost every marketer knows, but few are aware that the first marketing email makes that look like a vanity metric.
In 1978, a marketing manager earned $13 million in sales with one email to a list of 400 Arpanet users (the predecessor to the internet). Yet as marketers glommed onto these new mediums—display ads and email marketing—everyone’s results plummeted.
That’s the nature of mass-adoption: buyers become fatigued and growth hacks become stale.
And the conversion reaper may be coming for lead nurture campaigns next.
What’s wrong with lead nurture campaigns?
86 percent of marketers rate their lead nurture campaigns as “average or worse” according to a Demand Gen Report. More than one-third of teams say they can’t detect a difference between leads that have been nurtured and those that haven’t, and a majority of marketers—81 percent—say generating responses has grown more difficult in the past 12 to 18 months.
Nurture campaigns are becoming tougher to execute thanks in part to everyone using one, but also because staying top of mind with prospects has gone from complicated to complex.
Sending the right email to the right person at the right time is easy when there are only one or two buyers and the sales cycle is quick. You can create a nurture stream to handle that. But according to the Demand Gen Report study:
- Sales cycles are growing longer
- Buying committees are getting bigger
- Deals have more moving parts
Stakeholders now talk amongst themselves, meet, trade notes, and bounce around like atomic particles in the funnel taking longer to make buying decisions. Targeting the right individuals with the right emails has become as complex as predicting the weather.
But—and it’s a big but—nurtures are not dead!
Marketers who looked for ways to strategically update their nurture system are still seeing success.. They’re focusing efforts on key parts of the funnel, doubling down on new and more personal mediums (video, anyone?), and giving new life to old leads.
How are marketers refreshing their nurture systems?
48% of marketers now use account-based nurturing
Instead of simply keeping leads “warm” marketers are writing and designing specific messaging for each market, and in some cases, individual accounts. Although it can be more complex, it ensures that they send right-fit messages that increase response rates.
33% incorporate sales calls into their nurture stream
Marketers are making their automated drip nurtures feel more human by using actual humans. One-third send campaigns that notify sales development reps to call accounts. As of 2018, 29 percent of marketers are using video messaging to humanize nurture, 19 percent are using direct mail, and 9 percent are giving NPR a run for its money by launching podcasts.
73% now run alternative campaigns to reignite interest
Marketers are developing niche nurture campaigns to target prospects at key decision points in the buyer journey. These can be campaigns for prospects who just signed up,, campaigns for cold leads, and upsell campaigns for current clients.
Want to see 25+ more interesting stats from the study? Download the full report.
It’s time to hear from you, the reader, how is your organization using nurture systems? Have you used any of the tactics above to generate more leads? Let us know in the comments below.
The post 86% of marketers say it’s time to rethink nurtures! appeared first on Vidyard.
It’s 2018 and virtually all marketers understand the importance of adding video content to the buyer’s journey. It lets you ramp up engagement levels and build trust with your audience.
Which is why you need to integrate video into your lead scoring models and associate the right scores to the right videos. So if Bill watches a few minutes of your latest social video, but Sandra sits through a 30-minute product video who is the more qualified lead?
In other words, what video should we score higher?
If you have a small video library you can score each video individually. If you want to ramp up your video strategy you need a scalable solution. Without one, you’ll spend the rest of your days chained to your desk (but hey, at least you’ll get caught up on your podcasts right?).
This is where custom attributes show up to save the day.
So, what are custom attributes?
Custom attributes are a way of tagging your videos with different classification to create a general set of rules based on viewing activities. You can tag your players in custom and creative ways, giving you the flexibility to easily search and sort your content.
Spoiler alert: this includes your marketing automation platform (MAP).
The upside of using custom attributes is it’s scalable and completely automated, leaving more time for other important tasks. Not to mention you look like a hero for surfacing engaged leads that help enable your sales team.
Alright, I hope I sold you on the idea that custom attributes are your new BFF. But how in the world do you set them up?
Organizing your video content
I may be biased, but one of my favorite ways to tag videos is by funnel stage (top of funnel content or TOFU, middle of funnel content or MOFU and bottom of funnel content or BOFU).
If you aren’t sure where each video fits, think about where your buyer is on their journey when they encounter each video.
This chart can also help you out:
You can also classify by type of video and group them together (such as promo videos, product demos, and customer testimonials). This method is effective if you know you want to treat leads differently based on video type.
For example, you may want to tag a prospect as a marketing qualified lead (MQL) if they watch 75-100% of your product tour video.
We’ve also seen companies categorize their videos by product lines, campaigns they’re running, gated vs. ungated videos, and more. The sky’s the limit because you can add as many custom attributes as you like!
Tying it all together in your video platform
Next, we need to get this all set-up in your video platform of choice.
Step one is making sure you have a good audiobook or podcast series handy for this part if you have a lot of videos to go through. That, or an intern 😉
If you’re using Vidyard as your platform then luckily professor V-Bot has an educational video that can walk you through this process:
Okay, but how do I link this all back to my MAP?
Now that the groundwork is set, all that’s left to do is pull it together!
If you haven’t already, this is the time to figure out how many points each custom attribute will get, taking into consideration view time and possibly even view count.
A tip is to make sure you run through a few scenarios and know your lowest/highest possible threshold to make sure the points make sense to your marketing and sales teams.
So I hope this post provides you with good context on not only why scoring your videos is important but also how you can make it scalable as your library grows.
The post Why Custom Attributes are Essential to Lead Scoring Your Videos appeared first on Vidyard.
More than two decades into the data-driven marketing revolution, the industry is still awash with vanity metrics. You see it everywhere: From salespeople boasting about total calls booked to marketers citing views and clicks as a sign of success.
But, not everyone falls for it. There is a class of marketer and sales professional out there who know nothing matters but leads won and deals done, and to whom views are only useful in concert with bottom-line KPIs.
If you belong to that class – and many of our readers do – we think it’s high time you earned an award! So you will apply, won’t you?
Announcing the Video in Business Awards!
The Video in Business Awards are for all you revenue marketers and salespeople who are using video strategically through the customer lifecycle and measuring it. It’s for the people who know that pipeline and new customers are all that matter, and who use video to accelerate prospects through the funnel – whichever way they flip.
So give yourself a break and share your invaluable knowledge with the world!
Here’s how the awards work:
1. Entrants submit their stories
We’re accepting submissions for sales and marketing teams that have had a real and measurable impact with video. In the marketing category, we’re looking for trailblazers, storytellers, and visionaries. For sales, we’re looking for the best connectors, builders, and dream teams.
We also want to recognize video masters – companies that have embraced video across sales, marketing, and customer service to humanize their brand and transform their customer journey into a conversation that’s personal yet persuasive.
You don’t even have to be a Vidyard customer or partner to submit – we’re into highlighting excellence wherever it exists. Read the details and submit your story here!
2. Our panel of judges reviews
If you submit your story, you’ll get exposure to our panel of industry luminaries who will judge submissions based on both the effectiveness of their content and the impact it has had on the business.
Our illustrious marketing panel includes:
- Ann Handley, MarketingProfs
- Jay Baer, Convince & Convert
- Matt Heinz, Heinz Marketing
- Andrew Davis, Best-selling Author & Keynote Speaker
- Salma Jafri, Video Strategist and Consultant
- Linda West, Award-Winning Video Marketing Trailblazer
- Tyler Lessard, Vidyard
And our esteemed sales panel includes:
- Jamie Shanks, Sales for Life
- Jill Rowley, Marketo
- Morgan Ingram, JBarrows Sales Training
- Marcus Sheridan, IMPACT
- Trish Bertuzzi, The Bridge Group, Inc.
- Max Altschuler, Sales Hacker
- Shikha Bindra, Vidyard
3. We announce the finalists and winners
Once the panel decides on the finalists and winners for each of the eleven categories, we’ll announce it and award recipients will get their prizes! That’s everything from first-place pennants to backpacks, webcams, 360 cameras, and bluetooth earphones – everything you need to make your great videos even greater.
And hopefully, the contest serves to inspire more folks in our wonderful video community to see that a calm, collected, results-focused approach deserves serious recognition.
The post Call for Submissions: <br> Video in Business Awards appeared first on Vidyard.
(This post was originally published on Medium)
People love video.
I mean they love video.
People spend a staggering six hours a day watching video! Outside of breathing, there might not be any activity that unites us as people more than watching video.
As a result, video is something that marketers are very eager to figure out — but, for the most part, video has kind of stumped us. Our CMO, Kipp, digs into why video is so hard here. But the short story is that video is hard to make, expensive, and hard to measure.
But look closely…while marketers are out there trying to make their brand video “go viral,” you know what videos people are actually watching?
- Instagram Stories from their best friend
- Snapchat videos
- Poorly produced YouTube tutorials
- LinkedIn influencers #hustling on their way to work
- Facebook videos of kids being adorable
Brands are investing thousands of dollars in polished, “viral” videos, but consumers are watching personal, authentic, 1:1 videos.
This is why we partnered with Vidyard on HubSpot Video. We have been watching the appetite for video rise, specifically the appetite for videos that are fast, personal, and 1:1. And we wanted to build a set of features that would help our customers leverage the power of that kind of video.
But when we got to work, we quickly realized a single product wasn’t the answer. We figured out that for video to work it needs to be a tool that everyone at your business can use, across marketing, sales, and customer service.
We didn’t need a new product, we needed a platform wide video-ification of HubSpot.
HubSpot Video is that solution and it’s now included as part HubSpot pro and enterprise.
With these ambitious goals in place we knew we’d need a great partner to pull it off.
They’d need to have best in class video technology — this technology is not easy to build and partnering could dramatically accelerate our time to market and meet our customer’s high standards.
We’d need a partner who was like minded about the future of video and had expertise in video for marketing, sales, and customer service.
And finally we’d need a partner we can trust.
A HubSpot Connect partner since 2016, Vidyard checked all our boxes and more. We’re thrilled to build HubSpot Video with them and excited about what it means for companies ready to grow through video. Our visions are very aligned, and they’ve proven themselves to be a great partner to our customer base.
What is HubSpot Video?
Now live, HubSpot Video is a series of new video functionality, woven throughout the HubSpot platform. It’s a platform-wide solution included for all our pro and enterprise customers. Learn more about HubSpot Video here.
- Marketers can now host and manage video files inside of HubSpot for free. Users can embed those videos into website pages, blogs, and social media channels with just one click, and add in-video calls-to-action and forms to make videos interactive. New tools like video-triggered workflows and a new set of video analytics help maximize the impact of video marketing campaigns.
- Salespeople can build stronger relationships with prospects by creating, sharing, and tracking personalized videos right from the HubSpot CRM.
- Service teams can help customers faster and more completely with personalized help videos created and shared directly from Service Hub. Representatives can record their screen right from a ticket and send to customers, improving service and solving issues faster. Service teams can also embed these videos in their knowledge base.
Vidyard offers HubSpot Video users a great piece of technology. Their player, hosting, and transcoding offerings serve more than 2 Million videos for 300,000 users globally. Combine that with all the tools you love in HubSpot and we’re able to offer a very simple, but powerful solution for no additional cost inside of HubSpot.
We of course didn’t just arrive at Vidyard instantly. We considered many options, including building in-house, and several other comparable video solutions. Ultimately, we found Vidyard to be the best fit for our customers based on its rich set of features, generous hosting allowance, and seamless incorporation into HubSpot at no additional charge to our users. We’re really excited about the partnership.
While we think HubSpot Video is a great solution, we recognize the importance of an open ecosystem, and users may opt to use another video platform. We’ll continue to invest in opening our platform to any provider interested in integrating to HubSpot, including other video providers.
We’re proud to work deeply with Vidyard to bring video to HubSpot and excited to bring a free taste of the Vidyard product to all our customers.
What’s next: A shared vision for video.
HubSpot and Vidyard both want to help businesses succeed through the power of video.
If you’re ready to start using authentic, personal, 1:1 videos to connect with prospects and customers — we’re launching a brand new HubSpot Academy Video certification with Vidyard. This course covers everything marketers, sellers, and service teams need to start executing on a video strategy.
People love video. And I’m thrilled to see HubSpot bringing the same authenticity of Instagram Stories and YouTube tutorials to growing businesses everywhere. So get yourself in front of a camera, it’s time to create some videos!
Are you excited about HubSpot Video? Already using it? Looking for ideas on what you could start recording with it? Sound off in the comments below
HubSpot Video a new solution powered by Vidyard enables marketing, sales and service teams to easily create, share and track personalized and interactive videos directly within the HubSpot growth platform
BOSTON, Sept. 05, 2018 – Vidyard, the leading video platform for business, announced today that it will power the new HubSpot Video solution unveiled at INBOUND 2018. As a fully integrated video solution for marketing, sales and customer service, HubSpot Video offers seamless video hosting, in-video CTAs and forms, video analytics and personalized video messaging to help growing businesses connect with customers in more personal and authentic ways. The new solution is powered by Vidyard’s industry-leading online video platform and its flagship personalized video messaging app, Vidyard GoVideo.
“Video is the most powerful way to truly connect with customers and deliver the types of personalized experiences they’ve come to expect. But for most organizations, video remains difficult to create, impossible to track, and disconnected from the applications that drive their business,” said Michael Litt, CEO and Co-founder of Vidyard. “We’re solving these challenges today and are thrilled to partner with HubSpot because they share in this vision. HubSpot users now have access to the industry’s best tools for video hosting, video analytics, and personalized video creation throughout HubSpot helping them generate more business and deliver exceptional customer experiences.”
Video is the New Norm for Today’s Business
In recent years, the role of video has changed dramatically for many organizations. Once reserved for brand marketing and social media, video is now thriving as a better way to educate buyers, share customer stories and build more personal relationships throughout the entire customer lifecycle. In 2017, Vidyard’s B2B customers published 83% more videos on average compared to the previous year, while the number of organizations who reported the use of video within their sales team increased by 48%. The surging use of video is attributed to higher engagement rates and ROI compared to other forms of content and communications.
“Video helps businesses better connect with today’s audiences while creating a level of authenticity that is difficult to achieve with other forms of content. It’s no longer just about highly produced brand videos, people are gravitating towards authentic and personalized videos as a better way to learn and a more human way to connect with brands,” said Kipp Bodnar, CMO of HubSpot. “Through our partnership with Vidyard, we’ve equipped growing businesses with the tools they need to leverage video content and one-to-one personalized videos at every stage of the customer lifecycle right inside of HubSpot. It’s an important partnership that will bring immediate value to the HubSpot community.”
Today’s partnership announcement comes 1 year after Vidyard expanded its Technology Partner Ecosystem program with the introduction of its Vidyard GoVideo partner app. Leading marketing, sales and customer service technology providers rely on Vidyard to power integrated experiences for video hosting, video analytics and personalized video messaging. Vidyard is committed to helping business professionals access, create, share and track their videos from within the applications they rely on every day. For more information on Vidyard’s partner programs, please visit www.vidyard.com/developers.
HubSpot Video is now available for HubSpot Marketing, Sales, and Service customers at the Professional and Enterprise levels. To learn more about HubSpot Video, please visit www.hubspot.com/products/video-hosting.
- Get HubSpot Video Now: https://www.vidyard.com/hubspot-video-integration/
- Join Vidyard at HubSpot: https://www.vidyard.com/hubspot-inbound-2018/
- Read our Blog: https://www.vidyard.com/blog/hubspot-video-enabled-business/
- Vidyard Smart Integrations: https://www.vidyard.com/integrations/
Vidyard is the video platform for business that helps organizations drive more revenue through the use of online video. Going beyond video hosting and management, Vidyard helps businesses drive greater engagement in their video content, track the viewing activities of each individual viewer, and turn those views into action. Global leaders such as Honeywell, LinkedIn, Citibank and Sharp rely on Vidyard to power their video content strategies and turn viewers into customers.
HubSpot (NYSE: HUBS) is a leading growth platform. Since 2006, HubSpot has been on a mission to make the world more inbound. Today, over 48,000 total customers in more than 100 countries use HubSpot’s award-winning software, services, and support to transform the way they attract, engage, and delight customers. Comprised of Marketing Hub, Sales Hub, Service Hub, and a powerful free CRM, HubSpot gives companies the tools they need to manage the customer experience from awareness to advocacy. HubSpot has been named a top place to work by Glassdoor, Fortune, The Boston Globe, and The Boston Business Journal. The company is headquartered in Cambridge, MA with offices in Dublin, Ireland (EMEA HQ); Singapore; Sydney, Australia; Tokyo, Japan; Berlin, Germany; and Portsmouth, NH.
Sandy Pell, Senior Manager, Corporate Communications, Vidyard
Video is the New Norm for Today’s Business
In recent years, the role of video has changed dramatically for many businesses. Once reserved for brand marketing and social media, video is now thriving as a better way to educate buyers, share customer stories and build more personal relationships throughout the entire customer lifecycle. Which is why everyone at Vidyard is so excited for today’s announcement about the release of HubSpot Video powered by Vidyard!
Why are we excited about HubSpot Video?
Because we LOVE video.
It’s really that simple, we have always been dedicated to helping leading marketing, sales, and customer experience teams create amazing experiences for their audiences with video.
So by powering HubSpot Video, Vidyard we will be able to help power even more businesses to access, create, share, and track their videos from within their favorite CRM, HubSpot. It will allow them to easily unleash the power of video across their entire business from marketing and sales, to support and customer success.
It’s time to leverage video across your entire business
With the release of HubSpot Video, we wanted to help showcase how businesses can use video across their teams. So we’ve pulled together some amazing articles, guides, and of course videos to help inspire you with all the ways you can use video across marketing, sales, and support.
Whether you’re just dipping your toes into video marketing, or have hundreds and hundreds of amazing videos on in a video marketing platform your priority is about bringing in results to impress your leaders, generate leads, build pipeline and help close deals.
Here are 3 key resources to help you drive real business results with your video marketing:
- We’ve compiled our Video Marketing Handbook as your one-stop-shop for everything from video production to optimizing and tracking your video’s performance.
- You can’t be a one-video wonder in today’s marketing landscape. Discover the 8 key B2B video types and where to use them in your funnel
- We explore how you can use video across a myriad of demand gen programs to help address your common demand gen challenges head-on and set yourself up for future success.
Spammy tactics and spray-and-pray messaging evaporates trust and kills your credibility as a salesperson. Leveraging video in your sales cadence is a game-changing way to build trust, establish authenticity, and strengthen relationships with your buyers.
Here are 3 key resources to help you drive real sales results with video:
- John Barrows & Morgan Ingram from JBarrows Sales Training cover best practices for how to use video in your sales cycle to optimize results and strengthen relationships with prospects.
- After sitting down with Hunter Madeley, Chief Sales Officer at HubSpot, for nearly an hour by the toasty fire, there are 6 things he predicts about sales that absolutely blew our minds.
- In this episode of Vidyard Chalk Talks, we share the latest best practices for creating personal video messages, webcam or selfie videos, and screen capture videos that are proven to convert for inside sales and sales development teams.
Customer Success and Support teams
You can use video to introduce yourself, address support questions or requests, personalize your follow-ups, and send thank-you messages after a customer interaction or problem resolution.
Here are 3 key resources to help you engage with your customers and nurture ongoing relationships:
- Top support teams around the world have a not-so-secret weapon—video. By adding video to the post-sale customer experience, businesses are able to provide a personal touch and engage better with customers across their entire lifecycle.
- Marketers and salespeople have long known the explanatory power of video and it’s high time customer support businesses caught up. Why is video so impactful? Because it offers a higher informational throughput than legacy channels such as email, phone, or live chat.
- Find out how you can use video for customer support to enhance your approach and leave your customers feeling informed, satisfied and empowered to get the most out of their experience with your product or service!
So what do you think about video-enabled businesses? Are you excited about the launch of HubSpot Video? Are you currently using video across all of your teams? Tell us all about it in the comments below and let us know!
The post Video is not just for marketing! <br>Start using it across your business appeared first on Vidyard.
Recently, Hunter Madeley, Chief Sales Officer at HubSpot, sat down with our CEO, Michael Litt to discuss all things sales, SaaS, and video! They bantered for nearly an hour by the toasty fire, but since everyone likes things short and sweet these days, we figured we’d wrap up six of the biggest takeaways.
(But hey, if you have some time, check out the full recording at the end of this post!)
1. The purpose of sales and marketing continues to be on creating credibility, momentum, and trust
Although technology has changed the way businesses communicate externally, Hunter highlights how the ultimate goal of a marketing or sales organization has remained the same. This is to create initial credibility with a prospect, begin to build momentum by demonstrating the value that your product or service can provide, and ultimately ensure that trust is built across every interaction.
2. Technology gives teams the opportunity to develop personalized relationships at scale
Hunter stresses the importance of leveraging technology to create meaningful relationships at scale, and not simply spam a large audience in hopes of garnering attention. If a marketer or a salesperson uses technology effectively, they should ultimately be creating an unparalleled customer experience that is completely tailored to the needs of that prospect.
3. Effective sales teams should be open to trying any technology that creates more emotional connections
In order to be a truly successful sales organization like Hunter’s at HubSpot, it is crucial to be open to any new technology that enables team members to create more meaningful experiences for a prospect. If you are not open to trying new things, but your competitors are, then your sales organization is starting out disadvantaged – a tough fate when competition for attention is at an all-time high.
4. Storytelling through video is incredibly powerful, especially for video natives
Rather than trying to bring a story to life through highly descriptive text, why not show it through video? Hunter stresses the importance of using video to tell truly compelling stories that can be easily digested by a prospect. His example of searching for a how-to-video to fix his Jeep, versus reading a manual, highlights the movement towards watching versus reading in our personal lives as well! Plus, for the video natives that represent a large portion of the workforce today, creating and consuming videos from smartphones or computers is second nature.
5. Marketing automation + CRM + video = a win, win, win!
In order to truly understand every interaction a prospect has with your brand, it is crucial to have technologies that pair incredibly well to provide a full funnel view. This means understanding how a prospect arrives at your website, what content interested them, which videos they found most engaging, and what actions they are looking to take next. By having a complete understanding of their lifecycle, marketing and sales teams alike can deliver personalized experiences that guide their next step. After all, every prospect deserves the ‘white glove’ treatment!
6. Sales and marketing must work together, but don’t forget about the product team!
At HubSpot, their organization has evolved from a ‘smarketing’ focused business, to a ‘sparketing’ one (as Hunter puts it!) This means that they involve sales, marketing, and product teams in company strategy planning as everyone should have an equal seat at the table. For HubSpot, they are taking a product-led approach by which users are able to ‘try it before they buy it’: similar to what a neighbourhood bakery might offer new customers. After all, marketing can create pipeline, sales can turn these into opportunities, but it is the product team that must deliver in order to convert a prospect to a happy customer.
If you found these six points valuable but feel you want more, watch the entire interview between Hunter and Michael, and learn more about:
- How storytelling has changed since Hunter started his SaaS adventure in 1998
- Hunter’s coffee preferences
- The future of marketing technology and the role it will continue to play
- How video impacts the sales cycle from a process perspective
Interested? Of course you are! Check out the full interview below.
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