Month: October 2018

Tales from the Script: Overcoming Common Video Fears

Video is a massive asset to any modern business, yet every year thousands of salespeople and marketers miss revenue goals because they’re afraid of being on camera.

Check out what happens when three co-workers are tasked with creating video and their deepest, darkest fears emerge.

While our Halloween monsters maybe fake, their fears are very much alive! Let’s take a look at four of the most common video fears and how you can overcome them.

#1 My Office Has Terrible Lighting

Are you haunted by the flicker of fluorescent lights, dark shadows, and poorly lit rooms? The good news is you’re not alone, and we can help!

Light is your best friend when shooting a video, so find yourself a window and park your laptop in front of it. Why do you want the light in front of you and not behind? If you sit with your back to the window (and the natural light) your video will have too many shadows—you might even end up a silhouette. Make sure you face the light.  

Don’t want to use natural light?

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There are many affordable lighting kits available, including simple items like a selfie light (which we often use) that will have you dazzling viewers in no time.

#2 I Won’t Look Confident on Camera

Looking your best is often the key to feeling more confident in front of the camera. When you’re confident, your delivery and final video product will be optimal.

For many, the thought of trying to look confident in front of the camera can be panic-inducing

Let’s break down some quick ways to look more natural and confident while on camera.

Tales from the Script: Overcoming Common Video Fears 1

Choose appropriate clothing to set the visual stage for your production. Business casual works best in most cases, but it depends on your industry. Remember to think about your body language and facial expressions because they play an incredibly important part in how others perceive you.

Your goal should be to appear as natural as possible; relaxed yet professional. If you have a tendency to fidget, try to keep it under control once the record button has been hit. Stand if you’re going to rock back and forth in a chair, sit in a chair if you’re going to move around the set, and keep your hands out of your pockets.

If you keep your shoulders back, chin up, and speak with a smile, you’ll affect the energy of your delivery, enhance your posture, and improve your overall flow.

For more insight on how you can look professional, and confident on camera check out some tips from TechSmith.

#3 The Equipment is Too Complicated

Despite video being in such high demand and becoming the preferred B2B buyer content type, many marketers still feel overwhelmed by the thought of using video equipment themselves.

Tales from the Script: Overcoming Common Video Fears 2

However, you can film a plethora of B2B videos with equipment everyone has simply lying around their office!

For example, did you know you can film quality B2B videos with a smartphone?

You heard me right!

We recently partnered with Taylor Jackson to show you just how easy it can be to shoot high quality B2B videos on your smartphone.

You can also utilize your laptop’s webcam (or pick up an affordable one off Amazon) and get started making some truly great videos. Pair that webcam with a free screen recording tool (like Vidyard GoVideo) and you can start creating videos today.

Need some inspiration? Read about (and see examples of) 20 creative ways that you can use GoVideo with your webcam to create engaging videos across your teams!

#4 We Have No Budget for Video Production

The conversation around video production can be paralyzing for many organizations who often assume it requires a big budget and that, without throwing tons of money at it, their videos will end up a low-budget mess.

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This simply isn’t the case.

Check out our blog post Lights, Camera, Action! Video Production 101 where we look at how you can use the talent inside your own four walls to shoot fantastic video content, on any budget! We look at budgets from $250 all that way up to $10,000, so you’ll be sure to find equipment that fits your current need.

There you have it, four simple ways to overcome common video production fears. Sure, B2B video can be overwhelming, but lucky for you there are plenty of great resources out there to help you become a master in no time.


Really want to take your video production to the next level? Join us during our upcoming virtual summit, Fast Forward where you’ll learn from industry leaders and get actionable tips for video production.

The post Tales from the Script: Overcoming Common Video Fears appeared first on Vidyard.

Vidyard Video Newsletter

Hey [Name],

The holidays might seem far away, but companies are already starting to plan their holiday campaigns. So this week we’re diving deep into holiday video campaigns, and the results they can drive for your organization.

Grab some hot chocolate, throw on the Elf soundtrack, and dive into these festive picks.

Happy reading,

Hannah


Fresh from Vidyard

  1. How a holiday video increased our CTR 157%
    • How are you going to capture your audience’s attention this holiday season? With personalized video! See how we used a holiday video to increase CTR by 157%! Read More

  2. Get more leads in 2019 with the videos you already have
    • Join Vidyard and Miovision to learn how the Miovision marketing team crushed their quota using video in 2018, and why they’re already thinking about 2019. Read More

  3. How to drive more sales-ready leads with personalized video
    • Buyers’ attention spans are dwindling and the only way to attract them is to say something truly personal. Like, showing-them-a-video-of-a-cake-with-their-face-on-it personal. Learn how to drive more sales-ready leads with a personalized video. Read More

Industry Updates

  1. 2018 is the year of holiday marketing with video
    • A new report from Slidely reveals that video marketing has hit a critical tipping point leading into the 2018 holiday season, with more than 50% of businesses and marketers reporting video adoption within the last year

  2. YouTube CEO calls EU’s proposed copyright regulation financially impossible
    • YouTube CEO Susan Wojcicki has once again decried the European Union’s proposed copyright directive, arguing in a new blog post that it’s impossible for a platform like YouTube to comply with the suggested regulations.

The post Vidyard Video Newsletter appeared first on Vidyard.

Video Length: How Long Should My Video Be?

Think about how many times you check your smartphone a day.

Or how many times you unconsciously tab over from what you’re working on to have a quick glance at your email inbox.

We all know attention spans are shrinking.

Advertisers now film snackable, six-second versions of their 15- or 30-second ads in an attempt to capture viewers’ fleeting attention.

Six seconds.

Geez, you might be thinking, if advertising professionals are struggling to get viewers to stay tuned in for 15 seconds, what hope do B2B communicators have of holding their audience’s attention with videos typically much longer?

Let’s look at the data.

Earlier this year, Vidyard undertook a study of our B2B video customers looking at approximately 600 businesses and more than 250,000 videos in a 12-month period.

We then published the results in our 2018 Video in Business Benchmark Report.

We were looking to understand how real businesses were using video on a day-to-day basis and if there were any overarching trends.

Today, I’ll be sharing our findings on video length. And spoiler alert, things aren’t quite as dire as you might think.

Most Videos Are Short

But not six-seconds short.

The overwhelming majority of videos created by B2B video producers—75 percent—are less than two minutes in length.

That’s a huge increase from last year’s 56 percent.

This suggests B2B video creators are taking note of shrinking attention spans and shifting audience expectations, and adjusting their content to match.

Some of the most common types of videos produced are product videos, demos, and explainer videos.

It’s likely companies are finding that shorter, more succinct versions of these kinds of videos perform better than long ones.

Long-form Content isn’t Dead

B2B video creators have caught on to the effectiveness of shorter videos capturing and holding their audience’s attention, but they haven’t given up on long-form content.

The average length of a B2B video is approximately nine minutes (or 538 seconds, to be exact).

That’s longer than many expect, but it’s likely due to the average being pulled up by long-form video content.

This includes content such as webinars and product demos, which are becoming more common, particularly in B2B markets.

Even though short content is performing well, consumers also seem to have an appetite for in-depth educational content.

There’s Not Much in the Middle

B2B video is becoming more and more polarized, and our data shows a shortage of videos anywhere from four to 20 minutes in length.

It seems producers are either keeping their content short or dumping large amounts of information into long-form content like webinars.

In most cases, creators are likely producing a mix of both.

What is the Right Video Length?

The answer is, it depends.

It depends on the kind of video, the funnel stage you’re trying to target, and the audience you want to reach.

It’s a bit of an art and a science. You might need to experiment a little to find out what works best for you.

However, I do have a few recommendations based on specific video types.

Explainer Videos

In essence, an explainer video is one which provides an overview of a problem and demonstrates how your product provides a solution.

As these are generally quite top-of-funnel, it’s best to keep them short, concise, and engaging.

Recommended Length: 60 seconds or less

Product Videos

Product walkthrough videos let you take viewers on a tour of your product or solution.

And at this stage, it’s okay if you talk more about your company and the solution you provide. By this time, you’ll have piqued their interest!

Recommended Length: One to three minutes

Webinars

Webinars are great opportunities to delve deep into subjects of interest to your audience.

With webinars, you also have a lot of flexibility on video length.

You can go as short as Jay Baer’s famous nine-minute “webinines” or as long as an hour.

It all depends on what you’re presenting and how you want to present it.

Recommended Length: 15-60 minutes

Social Videos

What better way to connect with your audience than through their favorite social channels?

Short and sweet videos are perfect for engaging with your audience on social.

And while it’s important to keep tweaking your video approach as social algorithms are always changing, here’s what’s working well right now.

Recommended Lengths:

  • Instagram: 15-30 seconds
  • Twitter: 15-60 seconds
  • LinkedIn: 15 seconds-tw0 minutes
  • Facebook: 15 seconds-two minutes

Video Pitches

Are you pitching a reporter?

If you think six seconds is short, consider that your email pitch may be competing against 799 other email pitches from other comms professionals.

When I pitch reporters with video (using Vidyard GoVideo), I aim to keep recordings short and sweet.

You can check out more on video-pitching here.

Recommended Length: 30-45 seconds

Which Video Length Works Best for You?

I hope this article has been helpful and has inspired you to examine your video lengths more closely.

Which video length has been successful for your business? Please share in the comments below.

 


This article was first published on SpinSucks https://spinsucks.com/social-media/b2b-video-length/

The post Video Length: How Long Should My Video Be? appeared first on Vidyard.

Multi-Touch Attribution: What It Is and Why You Should Care

Credit where credit is due.

It’s a simple mantra, but an important one. After all, who doesn’t like to be acknowledged for their work (especially when it goes well)?

Marketing attribution models are a way to assign credit to marketing touchpoints, including campaigns, programs, channels, events, and more. Attribution models allow us to see how what marketers are putting out into the world helps move prospective customers along the buyer’s journey.

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We recently hosted a webinar all about marketing attribution models. Our own Cailin Radcliffe, Director of Analytics and Strategy, and Maile Johnson, Director of Demand Generation at LeanData, got together to dig into attribution.

They explore different models, why they matter, what your choices are, and how to pick the one that’s right for your business—and shared insider tips about how to get started with the most complex of the models: multi-touch attribution.

Watch the on-demand session below or read on for key insights.

Why marketing attribution is important

There are three main reasons why marketing attribution matters, according to Maile. With it you can:

  1. See how different campaigns, channels, and content are contributing to pipeline and revenue, as well as how they work together—giving them the information necessary to make data-driven decisions
  2. Prove marketing contribution to pipeline creation and revenue generation
  3. Help align marketing and sales regarding goals, tactics, etc.

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The 3 Main Attribution Models

There are three main marketing attribution models: first touch, last touch, and multi-touch.

There’s no one-size-fits-all; each model can tell an organization different things.

What are first and last touch attribution?

The simplest models—and the most similar—first and last touch attribution simplify who gets credit for pulling prospective customers into the marketing funnel.

First touch gives 100% of the credit to the first marketing touchpoint a prospective customer encounters while last touch gives 100% of the credit to the last marketing touchpoint before a prospect converts.

What is multi-touch attribution?

Multi-touch attribution is a model for measuring marketing touches along the entire customer journey. Unlike first or last touch attribution, multi-touch aims to look at all of the touchpoints that contributed to the eventual conversion of a prospect into a customer.

Additionally, multi-touch attribution gives marketers the opportunity to assign an amount of credit—or even a dollar amount—to different touchpoints so that they can accurately calculate return on investment (ROI) for different tactics and channels.

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How to decide which marketing attribution model is right for you

Now you know what marketing attribution models are and why you might want one. But how do you know which one is the best fit for your business?

The first touch model is good for seeing what’s driving top of funnel (TOFU) in your marketing organization, whereas last touch is helpful for seeing what closes deals. Lots of marketers start with first and last touch until they get more confident in their use of marketing attribution models and their ability to track metrics.

Multi-touch attribution, on the other hand, offers the most variation to meet different business needs.

Knowing which model is the best fit for your organization means looking at plenty of different factors, including the complexity of your marketing mix (how many campaigns you run, how many channels you manage, etc.), the length of your sales cycle, and the price point of your product.

B2B software as a service (SaaS) companies often find that first and last touch are insufficient for them to learn what really works and that multi-touch provides a more holistic view, according to Maile.

Pro tips for setting up a multi-touch attribution model

Every organization is different, so what works for one may not work for another.

If you’re convinced that multi-touch attribution is for you, take a look at the tips below from Maile and Cailin. They share what they wished they had known prior to getting started with multi-touch, so you can avoid common pitfalls and hit the path towards attribution success. .

Tried and true tips for getting started with multi-touch attribution:

  • Ensure marketing and sales are aligned regarding what to measure and how to measure. Aim to get leadership from both teams together to make decisions surrounding this.
  • The integrity of the data is integral to the success of multi-touch, so be sure to set up correct labelling from the get-go to ensure you’re not crediting the wrong campaign, channel, or event for a conversion.
  • Look for technologies to bridge the gap between marketing and sales’ respective tech stacks.
  • When getting set up, ask the sales team: what’s the most important thing that marketing can be doing right now? Set goals against this.
  • Think about how to weight the different touches. At Vidyard, we use a custom-weighted model that gives 30% of the credit to the first touch, 30% of the credit to the last touch and splits the final 40% between the middle touches.
  • Think about the end output and the people who will be consuming the data generated by the attribution model. Before getting it set up, talk to them about their needs and how they use the data.

Does your organization use a marketing attribution model? How was the set-up process? Are you happy with the data you’re gathering? Let us know—sound off in the comments!

The post Multi-Touch Attribution: What It Is and Why You Should Care appeared first on Vidyard.

Fast Forward: The Video Marketing & Sales Virtual Summit is Back!

When it comes to marketing and sales tactics “Good Enough” is no longer going to cut it.

So how will you stand out to your audience and prospects in 2019?

Let us show you how at Fast Forward!

Fast Forward is our premier virtual event for video marketing, where over 2,000 marketing leaders and practitioners discover how the industry’s top players plan to use video to stand out in 2019.

This is your chance to learn…

  • What types of videos are having the greatest impact in B2B
  • How to deliver remarkable interactive and personalized customer experiences
  • How to integrate video into your demand gen programs for immediate results
  • What video technologies leading B2B companies are embracing
  • Tips and tricks for getting started with video production

But don’t take our word for it – let’s dive into what our keynotes and panels are going to share with you:

For Sales Leaders:

Michelle Benfer, VP of Sales at HubSpot, is no stranger to video. In her talk Selling with Video: The 3 Mistakes Your Sales Team’s Making, Benfer is looking atFast Forward: The Video Marketing & Sales Virtual Summit is Back! 3 all things video. People LOVE video. ⅓ of all time online is spent watching video, and it’s estimated that 80% of all internet traffic will be dedicated to video by 2019. If you’re looking for new ways to connect with prospects, investing in video as a sales tactic is a smart move — but it’s also a move that’s riddled with misconceptions. In this session, you’ll learn how to overcome some of the common mistakes associated with using video as a sales tactics. (We know because we’ve made them.)

 

Fast Forward: The Video Marketing & Sales Virtual Summit is Back! 4Jamie Shanks, CEO of Sales for Life, also has a few things to say about video. His talk 6 Proven Ways to Boost Response Rates and Customer Engagement with Video dives deep into video. If you haven’t added video to your selling cadence then it’s time to start! Fortunately, we’ve done the heavy lifting finding out how top sales teams are using video to crush their quotas—along with their top tips and best practices for you to emulate. Join this session to get inspired with specific video use-cases you can use throughout the sales cycle from prospecting and beyond.

For Marketers:

Video may be changing the way marketers are interacting with prospects, but it’s not the only shift that’s happening. Customers are taking more control of the conversation than ever, and marketers that aren’t prepared will be left behind. That’s why we’re excited to have Paulo Martins, Head of Digital Marketing, Marketo share his keynote Achieving MORE with LESS using Video for Digital and Demand Gen.  See exactly how his team uses targeted video content across their digital properties and nurture programs to produce more educated leads and to faster deal cycles. See real examples of high performing demo videos, on-demand webinars, thought leadership, and promotional videos and how Marketo uses video engagement data to qualify their hottest leads faster than ever.

 

Fast Forward: The Video Marketing & Sales Virtual Summit is Back! 5Fast Forward: The Video Marketing & Sales Virtual Summit is Back! 6The conversation around video production can be paralyzing for many organizations who sometimes think video is too expensive, overwhelming, and hard to getstarted. This doesn’t need to be the case. Join Hannah Cameron, Content Marketing Manager at Vidyard, and Mat King, Video Producer at Vidyard for their talk B2B Video Production Blueprint: In-House vs. Outsource (and how to do both well)!

For Vidyard Users:

This year we are excited to announce that we are dedicating an entire day to Vidyard users with our brand new Vidyard Master Class!  

Sales and marketing pros that are already using Vidyard know the power of video – so we wanted to include an entire stream dedicated to helping you amazing people get even more value from your video efforts. Whether you attend Trends, Benchmarks, and Maximizing Your Video’s ROI to discover how SEO, closed captioning, split-testing, cross-channel publishing, CTAs, engagement analytics, and more can help you get the most value possible out of every video your business makes, or you listen to Advanced Video Experiences, Fast Forward has everything you need to build on your video success.

There are over 20 speakers to learn from at Fast Forward, and you’ll be joining over 1,500 marketers, sales professionals, and customer success superstars for a full day of virtual video learning. So what are you waiting for? Register now!

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Why Customer Reviews Matter and How to Get Them

When’s the last time you read a review? Whether you were looking for a place to eat dinner or making a purchase on Amazon, there’s a good chance it wasn’t too long ago. Personally, when reviews aren’t readily available, I go in search of them. For example, when I’m at Target trying to decide which printer to buy, I go to Amazon to check the reviews on my top choices. And, as it turns out, I’m not alone. Of the many statistics on customer reviews, 72% of customers don’t take action until they have read reviews. Some might say our culture has become co-dependent. I like to say that we’re smart. Why face the feeling of buyer’s remorse if you don’t have to?

Instead, let your peers who have been there before you guide the way.

How customer reviews affect the path to purchase

If you’re not actively engaging in a review strategy, it’s time to start.

Reviews are the ultimate source of user-generated content thanks to the brand trust they build. They work hand-in-hand with testimonials, giving prospects a way to hear from your real customers.

Unlike testimonials which are often edited to show the business in the best light possible, customer reviews give the whole unbiased story, giving them extra value.

Say you’re going out for dinner. If you’re like most people, you trust a friend’s recommendation more than what the restaurant claims on its website. The majority of buyers give that same credibility to customer reviews.

This is why customer reviews carry an impact throughout the entire purchase cycle. In fact, at any stage of the B2B marketing funnel, a minimum of four out of 10 buyers are looking for reviews.

Customer Reviews

And—as you may have guessed—reviews also have a significant impact on consumer purchases.  

The purchase rate for a product with a minimum of five reviews is 270% higher than a product with no reviews.

Not only do reviews have an impact on conversations, but they can also increase the revenue from each sale. Online recommendations can motivate buyers to spend 9.5% more for a product, according to a study by ShareThis and the Paley Center for Media.

How to get online reviews from customers

Whether or not you ask for reviews, there’s a good chance some of your customers will share their candid feedback. However, rather than letting reviews come to you, it’s essential to conduct regular review outreach.

For reviews to have the most impact, you need both recency and quantity. 68% of people who were asked to leave a review for a local business in 2017 did so, according to a study by Bright Local,

Customer Reviews

Image source: Bright Local

As you can see, customers are happy to share their feedback. All you have to do is ask!

Here are three tactics for sourcing reviews:

  1. One-to-one conversations

When trying to get reviews, don’t forget a simple ask through good old-fashioned interpersonal communication is a great place to start. Whether in person or on the phone, you’re building stronger relationships with this direct contact approach.

When’s the best time to ask for a review?

You may have renewed a contract. Perhaps a member of your customer support team helped a customer overcome a pain point, creating a new brand advocate for your company. Maybe a new customer has just been on-boarded and has plenty of good things to say.

Whenever you’re having a conversation with your customer, look for the opening to politely ask them to share their feedback.

  1. Events

Whether you’re an event sponsor or organizer, consider the opportunity to gather video reviews as a bonus to event marketing.

Video reviews at events take away a potential blocker. Some people are happy to give you a video review, but may not be tech-savvy enough to record one themselves. Also, video allows for more interaction with the person giving the feedback. You can ask follow-up questions and help the reviewer feel comfortable on-camera.

Reviews are influential because they come from real people, sharing the face and voice of the reviewer adds depth and trust, increasing your credibility.  

  1. Email

Email is one of the most common and effective ways to ask for reviews. However, just like any email marketing execution, you need a strategic approach.

The basic rules still apply, A/B test your subject line and include a clear call-to-action (CTA). Also, Yotpo recommends including your company name in the subject line.

The do’s and don’ts of customer review outreach

Now that we’ve covered how to ask for reviews, let’s look at some best practice guidelines to apply in your review strategy to help maximize return on your effort.
Follow this 5 point review checklist to ensure you make the most of your outreach efforts.

  1. Send a follow-up email

People are busy. I don’t want to tell you how many reviews I’ve meant to write (and still intend to write!) but never got around to. Thankfully, there’s no harm in a friendly reminder.

Up to 80% of reviews are the result of post-purchase emails, according to Power Reviews. For people with never-ending to-do lists but the best of intentions, a follow-up email can make all the difference.

  1. Be polite but not pushy

When you write your request email, make sure your copy shows you are respectful of your customer’s time. While you hope they will write a review, you can’t get pushy. If you’re too aggressive, you’ll risk turning a positive experience into a negative. The results aren’t ideal for your customer service experience or your star rating.

  1. Include a link

In addition to making it easy for your customers to leave a review, adding a direct link ensures the review is written on the platform which matters most to you.

One review on five different platforms won’t do much for you!

This is especially essential if most of your customers and prospects engage with one main review website.

  1. Check the review website’s terms and conditions

Check the guidelines when seeking reviews on a third-party website. For example, from a public standpoint, Yelp discourages companies to ask customers for reviews. But, when push comes to shove, there’s some mixed messaging regarding whether review outreach violates their terms and conditions.  

If you’re unsure of the rules, reach out and ask.

  1. Never ask for positive reviews

If reviews were a board game, asking for positive reviews is like handing yourself an immediate “Go to jail” card. Do not pass go, do not collect $200, and do not reap the benefits of customer reviews.

At G2 Crowd, not only is it a violation to ask for positive reviews, but you also have to ask all of your customers for reviews. You can’t pick and choose the individuals you think will give you that five-star rating.

Reviews (in both written and video formats) work because of their transparency. They give potential customers the entire, uncensored picture. Yes, it can be a little intimidating. But if you’re not giving the whole picture, you’re not just breaking the rules, you’re hurting yourself.

Don’t believe me?

Consider this: Purchase likelihood is highest when the majority of reviews fall in the 4.0 to 4.7 range, based on a 2017 study on customer reviews. A perfect star rating (especially with a large number of reviews) makes people suspicious, wondering whether you’ve done something unscrupulous to get the stars and what you’ve got to hide.

Customer reviews work for a reason

As disappointing as it is to admit, consumers have limited trust in brands. Where trust is lacking in brands, it remains influential with peers.

That’s what reviews are there for.

Taking the time to develop a review strategy enables you to honestly hear what your customers have to say. The more reviews you get, the more you can not just talk about your customer’s needs, but walk their walk.

The post Why Customer Reviews Matter and How to Get Them appeared first on Vidyard.

The Secret Weapon Marketing Needs to Share with Sales

It’s hard to know whether the unending hailstorm of sales and marketing alignment articles over the past few years is a cause or consequence, but the great thaw is here: Marketing and Sales are finally cooperating!

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Nearly half (46%) of companies report their teams are highly aligned, according to a study from the Content Marketing Institute and LinkedIn—the highest level yet. Of aligned teams, 57% practice account-based marketing (ABM), a methodology that puts the two teams in close quarters and demands constant collaboration.

Things are looking good.

Except, old habits die hard. Marketing and sales teams aren’t sharing tools and tactics with one another and their silence can cost a company dearly.

Marketing teams understand the power of video

Video is the breakout marketing channel of the decade, but far more marketers use it than sales teams. Despite it being the inbox-busting weapon of choice for 87% of marketers, only 33% of sales teams say they use it consistently.

That’s like Captain Kirk not telling Spock he discovered a faster spaceship. Or Thelma not telling Louise she bought a bazooka, it doesn’t make much sense. 

When salespeople use video, the results are dramatic. At Terminus, the sales team boosted its response rates by 3x and netted a 37% higher click-through rate (CTR).

Read how Terminus boosted response rates by 3x

Any marketing organization measured on revenue that isn’t promoting the use of video to its sales team is leaving money on the table.

Video is a powerful full-funnel strategy

Miovision, a provider of traffic data for smart cities, discovered this almost by accident after the marketing team began using video as a tool for standing out, according to Matt Trushinski, Director of Marketing at Miovision.

“There are a finite number of municipalities and cities in the world,” Matt told Vidyard. “And within that world, people have limited time and attention. Their inboxes are crowded. So to get the most out of every campaign, we have to genuinely connect with our target audience and quickly convince them.”

People have limited time and attention. Their inboxes are crowded.
So to get the most out of every campaign, we have to genuinely connect
with our target audience and quickly convince them.” – Matt Trushinski, Miovision

Once Miovision’s marketing team began to drive pipeline with video, it noticed the customer success team was experimenting with video as well. They collaborated to better share, store, and analyze their videos.

When prospects and customers began commenting that they instantly recognized the Miovision team at trade shows, the sales team also took interest and started experimenting with personal video outreach. Suddenly the company was using video in every stage of its funnel.

The most surprising benefit of using full-funnel video was data. Video data granted Miovision a deeper understanding of every lead and account. Re hints about which individuals on the buying committee were interested in which products, from acquisition through to retention.

Better data throughout the funnel led to a better strategy. After mere months, Miovision achieved 4x higher email open rates and 3x higher CTR across the organization. In an industry where prospects are notoriously slow to respond, Miovision started to grow faster than ever, and they aren’t alone.

Miovision has achieved 4x higher email open rates and a 3x higher CTR across the business.
Read the case study

Hockey Stick Growth starts with coordination

Miovision’s success isn’t an isolated incident. Everywhere companies adopt video throughout the funnel, they see increasing pipeline, conversions, and retention.

ABM agency Punch! used video to generate 4x more qualified opportunities. Advocacy software Influitive used it to boost its event ROI by 800%. Even sports teams like the Kitchener Rangers are using video to attract fans and season ticket holders.

The more modern prospects become immune to outreach efforts, the more effective video becomes.

“People typically difficult to get on the phone with are now engaging with video content, and our webinar numbers have doubled, if not tripled,” said Matt. “We have hockey stick growth in a lot of our marketing metrics thanks to Vidyard and it’s given us a huge boost.”

Today, video is an incredibly effective outreach tactic. It’s inexpensive and scalable, and 87% of marketing teams know it.

But if they want to drive more revenue and reach hockey stick growth, they can’t do it alone. They need sales and customer support teams to use it so leads continue to soar through the entire funnel to retention.

Marketers, it’s time— share your video secret with sales!

The post The Secret Weapon Marketing Needs to Share with Sales appeared first on Vidyard.

7 Highly Effective Account-Based Marketing Tactics

Business buyers have a higher expectation of personalization than the average consumer, according to Salesforce’s State of Marketing Report, but when decision-makers are often groups rather than individuals, it can be tough to personalize marketing efforts.

That’s where account-based marketing tactics come in.

What is account-based marketing?

Account-based marketing (ABM) is a strategic approach where B2B marketing efforts are focused on highly targeted accounts that have been identified as a good fit for the business.

Also known as key account marketing, ABM requires close alignment between marketing and sales to identify and market directly to specific individual organizations.

A whopping 84% of companies say ABM delivers a higher return on investment (ROI) than other types of marketing, according to data from the Information Technology Services Marketing Association.

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B2B marketers take note—you don’t want to be left behind!

7 account-based marketing tactics for B2B organizations

We ran a webinar featuring ABM tactics you can use to engage your target accounts. Including tips on how to leverage personalized video, run engaging events, and more. You can check out the full session below.

The following are some proven ABM tactics—choose a few that make sense for your business and start testing!

1. Tailor content topics to target audience needs

Whether you’re creating blogs, webinars, eBooks, or guides, choosing content topics based on the pain points and needs of your target accounts is an effective way to capture their attention.

Rather than using generalized topics, drill down into the specifics that you know your most important prospects care about.

2. Slice and dice your data

If your business generates original data to create reports and other content, it can be a virtual goldmine for your ABM activities.

When creating a large-scale report, think about how the data can be segmented and repurposed to tailor it to a targeted account.

Vidyard does this every year with our Video in Business Benchmark Report. We take the main report, separate out and repackage stats specific to certain industries, business sizes, maturity levels, and more. Not only does it work for our ABM activities, but it also gives us more bang for our buck out of the data.

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3. Separate customer testimonials into tiers

Likewise, there are a lot of opportunities to customize customer testimonials so that the content feels relevant for a targeted account.

Start by creating some keystone testimonials that look at some of the more common use cases for your product and can be shared broadly. Then, create targeted customer stories for specific market segments or key accounts.

You can’t do high-production video shoots for all of your customer testimonials, so why not get some of your customers to record their own videos so you can still share dynamic video content to complement your written story, but don’t have to blow the budget. (Vidyard GoVideo is a great tool that makes it easy for anyone to record their own video.)

In fact, we use this approach often. Here’s an example we did working with Bethany Bohme, a top Account Executive at >MediaValet.

Create a library of these micro-testimonials that your sales team can draw from to share real examples on more specific use cases.

4. Record explainer and thought leadership videos

For the best results with ABM video, aim to create a library of video content (similar to the library of posts you might have on a blog) that can be baked into nurture programs or drawn upon by sales teams.

Explainer videos are an excellent content type for ABM because they often address customer (or prospect) questions. Similarly, thought leadership video can be effective in establishing your organization within the industry.

At Vidyard, we produce Chalk Talks, short videos that answer key questions or address concerns. We’ve evolved this strategy to the point that we now record custom Chalk Talks for key accounts.

5. Create a templated video for sales to customize

Highly customized videos, like Chalk Talks, are great for tier one accounts. It’s also important to have scalable options for tier two and three organizations.

For these, we create a templated video that sales reps can personalize so that it’s easier to tailor our content for ABM at scale. Our personalized holiday campaign—which had click-through rate (CTR) 157% higher than the industry average—is an excellent example of this.

6. Go the extra mile with IRL gifts

A next-level step for teams who’ve had luck with direct mail, sending physical gifts to prospects. This can foster a connection with prospects at key accounts—and get the target company talking—when done right.

That’s the key. You need to do your homework and learn enough about the prospect to be able to select and send something they’re sure to love.

Sruthi Kumar, Global Marketing Manager at Sendoso (a platform that delivers direct mail, swag, and gifts), sent out bottles of wine to her top targets one quarter. Her company’s logo was etched on the side. It worked beautifully because it was something the prospects were excited to take home.

A coworker of hers went above and beyond for a target account at Amazon. She found out her prospect was having a baby and that she owned a bulldog. She sent her a onesie that says, “My Big Brother is a Bulldog.” Not only did the prospect love it, it got her team members talking and built brand awareness.

7. Target key accounts with digital ads

As with any campaign, ads are a great way to gain coverage. Digital ads allow you to get your message in front of everyone who you want to see the message.

And, of course, ads are measurable, allowing teams to track results and see what’s working (and what isn’t). Sales team can use data to prioritize their efforts and target the right people at the right time.

When Allie Butters, Director of Marketing at Terminus (an ABM platform for sales and marketing), and her team served ads to prospects, they got higher open and response rates on emails sent to those same people.

In one instance, Allie put together a highly-targeted ad for project management software company LeanKit. When prospects clicked, they were taken to a customized UberFlip stream of content tailored to them. Allie also coordinated with the sales rep to send out personalized video using Vidyard.

While looking for the right mix of tactics, be sure to think about how they interact with one another. Like in Allie’s example where ads worked in tandem with tailored content and personalized video.


What tactics do you find most useful in your account-based marketing efforts? Have you tried any of the above methods? Tell us about it in the comments!

The post 7 Highly Effective Account-Based Marketing Tactics appeared first on Vidyard.

How a Video Library Can Help Power Every Part of Your Business

There comes in a time in every marketer’s career when they involuntarily shriek, “Save us from cat videos!”

Okay, perhaps they don’t use those exact words. But they do shake their fist at YouTube for sucking prospects down a time-wasting vortex.

It usually happens when sales leaders throw a fit over misplacing a testimonial that could have saved a deal, or when communications leaders spit out their coffee upon seeing a sensitive internal video circulating on Reddit.

These leaders have all reached an impasse in their video maturity journey. They’ve unleashed the power of video but have lost control over who sees each clip. People in this position have a stark choice: either journey to a Tibetan monastery in search of a solution to suffering, or get a video library and get organized.

What is a video library?

A video library is an owned video channel that brands can use to manage all of their video content. Video libraries allow users to do things like manage privacy and permissions, easily update videos, and group like content together.

Leveraging a video platform to organize your video content is like having your company’s own YouTube, only, secured, branded, and controlled. It gives you the power to put your videos in all the right places and quickly create channels for events, departments, or products.

What are the benefits of using a video library for business?

The benefits of having a video library for your business are far-reaching, from making content easily-accessible to your entire organization to ensuring that employees only share what you want them to.

Create a central hub for video

With a video library, you can store and share all of your video content in one spot. Your video library can serve as a central source of truth for video in your organization. No matter where you post, embed or share your video, it’s all coming from the centralized hosting offered by your video content management system.

Collaborate seamlessly

Video content management systems allow for easy collaboration between you, the rest of your team, and your entire business. With everything in one place, it’s easy for your team to find what they need when they need it.

The days of getting messages asking for the latest version of a video file are no more—everyone who needs it has access to the most-up-to-date file.

Reduce storage and server costs

Plus, having a video library eliminates the need to send files back and forth, ultimately allowing your business to save on storage and email server costs.

Control video access

Video management software also gives you the chance to determine who should be able to see or share content and when. Easily control access and permissions with advanced privacy settings.

Organize video content

Make it easier for teams—whether in marketing, sales, customer service, or internal communications—to find what they’re looking for.

The average B2B business has published 377 videos and plans to double that in the next 12 months. With that much video, you need an organizational system.

Whether you want to arrange video content by project, campaign, team, or something else, video libraries allow you to slice and dice content, organizing it into sections that make it simple for everyone to find what they’re looking for.

Ensure proper coding and formatting

Video libraries allow you to share content directly from the library to a variety of channels, including the ability to embed on your website, share on social media and more. This eliminates the need for you to code and format your videos manually before uploading them individually to each platform.

Rake in the SEO benefits

Unlike uploading a video to YouTube (which gives YouTube all of the search value connected to your content), having a video library for your business means that you can embed videos directly into your site and reap the search engine optimization (SEO) rewards—think increased site traffic.

For full SEO impact, ensure that you give your videos search-friendly titles, complete all metadata fields available in your video management system, and include relevant copy on the pages you embed them on.

Easily make changes

You’ve uploaded a video and shared it everywhere, but now you need to make a change. Without a video library, you’d be stuck manually removing and replacing the video everywhere it lives. With one, it’s as simple as uploading a new file. The new file automatically replaces all of the old ones, no matter where they are on the web.

Get insights into video performance

Video libraries offer in-depth analytics, allowing you to find out who’s watching your videos, how much they’re watching and where. Find out how your content is performing so you can do more of works and less of what doesn’t.

Vidyard Video Hubs

Video Library

Vidyard actually offers a video library feature that allows you to do all of the above (and more). It’s called Video Hubs and they are:

  • Easy to set up: Drag and drop, no coding required
  • Great for search engine optimization (SEO): Accrue links and search value
  • Customizable: Brand pages as part of your site
  • Ripe for personalization: Increase engagement and click-through rates by personalizing your video.
  • Restricted: Control who views and shares
  • Full of juicy data: Use viewing data to score leads and accounts

There is no coding required. Vidyard users can drag and drop videos to create hubs that keep viewers swirling in their own cat-free vortex. Marketers can ensure prospects are only shown videos that lead them down the customer journey. Your support teams can ensure their walk-through videos aren’t punctuated with recommendations to watch “Despacito.” Again.

Unlike video hosting sites, Hubs are part of your website. You accrue all the SEO benefits when your videos are found in search, when people spend time viewing them, and when other sites link back to you. And best of all, you control who watches what. Internal communications teams can fearlessly upload sensitive videos and grant limited or expiring access.

How to use video libraries

Hubs are incredibly versatile. If you need some inspiration, check out some examples below:

Marketing

Video libraries make your the lives of your business’ marketers easier than ever by letting them manage and organize all of their video content in one place. And there’s more:

  • Event marketing: Companies like Marketo use a Video Hub to organize videos for events and summits.
  • Showcase a feature: Group videos together to demonstrate use cases and benefits, like Vidyard does with personalized video.
  • Publish videos faster: Marketing automation software company Act-on used Video Hubs to reduce the process of adding new videos down to three clicks.
  • Land account-based marketing (ABM) accounts: Personalize the videos each account can see so everything they discover seems relevant.
  • Target verticals: Show prospects videos of companies like them that solved their problem with your product.
  • Score leads: Set scoring rules based on viewers’ interest in a particular feature or product.
  • Product marketing: Record videos to explain your products and keep customer-facing teams on-message.

Sales

Video is becoming an increasingly popular tactic with sales teams. Whether it’s for training or outbound prospecting, a video library can help your sales team be more efficient and close more deals. Additionally, a video library helps with:

  • Outbound sales: Send customers links to testimonials in a video player that recommends other relevant testimonials.
  • Target verticals: Send targeted playlists of videos so prospects can browse and continue to find relevant content.
  • Sales coaching: Create a training library for the team’s funniest and most effective video pitches.
  • Empower sales and solution consultants: Gather all the best sales demos in one place to offer consultants inspiration and ideas.
  • Onboard new reps: Create a video onboarding sequence that explains everything from pitching to entering deals in your customer relationship management (CRM) system.

Customer service

How to’s are one of the most popular kinds of video there is, so it only makes sense that there’s plenty your customer service team can do with video. A video library makes it simple for teams to find the answers customers need, quickly and easily, They can also:

  • Help customers self-support: Offload support volume with a walkthrough video library that recommends other relevant self-help videos.
  • Find videos faster: Create hubs for each team, vertical, and use case that support managers can share publicly.
  • Save time: Create a hub of videos to answer customers’ most frequently asked questions.
  • Train the team: Gather the team’s best walk-throughs and support videos, plus compile customer reactions.
  • Improve service quality: Leaders can view analytics data to see who’s watched what, and alert support managers automatically if customers appear to need help.

Internal communications

The advanced permissions available in video libraries mean that internal communications teams can share content with employees without fear of anything being leaked. But that’s not all:

  • Provide on-demand help: Create an employee resource video library for everything from personal benefits information to what to do in an emergency.
  • Lockdown sensitive videos: Restrict access at the video level based on the viewer’s domain, role, or business unit.
  • Develop every department: Work with leaders from each department to create role-specific hubs for training videos.
  • Hire more effectively: Help applicants and potential new hires get to know the business and its leaders through a video series.
  • Update the company: Gather executive fireside chats and all-hands summit recordings in one place so nobody misses out.

Video libraries—like Vidyard Video Hubs—do a lot more than deliver teams from cat-videos. They keep prospects focused and moving along their journey, make sure sales and service teams always have the right clips, and lock down access so sensitive videos don’t make the nightly news. Video libraries help leaders power their business with video—no Tibetan journey needed.

 

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