THE MARKETERS GUIDE TO INTEGRATING VIDEO INTO HUBSPOT & IMPROVING DATA STEFFEN CHRISTENSEN

Transcription

1 THE MARKETERS GUIDE TO INTEGRATING VIDEO INTO HUBSPOT & IMPROVING DATA STEFFEN CHRISTENSEN

2 AGENDA 1. Where Marketers Are Missing on Video 2. Examples of successful video marketing strategies 3. How to Segment & Lead Score Your Users Video Behaviour 2

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4 + 4

5 We re looking at video wrong 5

6 80%- Cisco How much of global internet traffic will video make up by 2019?

7 1,800,000x - Forrester If a picture is worth 1,000 words, how many words is a video worth?

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9 Qualitative Communication Storytelling Engagement Human Relational Video Marketing Quantitative Marketing funnel Conversion Lead generation Results-oriented Data-driven business 9

10 Video, built for every stage of the customer journey Reach Fast, beautiful player with built-in SEO. Run you video everywhere, including Facebook, Twitter, YouTube and beyond. Reengage and promote using video remarketing. Reach Engage Convert Loyalty Engage Dedicated landing pages or fully branded video hubs, with audience journey tracking, live streaming, recommendations and social sharing. Convert Real-time audience tracking with calls to actions and lead forms in players. campaigns with embeddable video previews and integration with marketing automation. Loyalty Send personalized video from the platform. Reengagement with remarketing, online webinars and video hubs and user generated content upload. 10

11 8x The average visitors spend 8 times longer on a web page when they watch video. 11

12 48% The lead conversion rate for a form gating a video. 12

13 001 Where Marketers Are Missing on Video 13

14 1. GO BEYOND THE TOP OF THE FUNNEL (Most marketers are only using video in the top of the funnel.) Attract Convert Close Delight Strangers Visitors Leads Customers Promoters 14

15 2. MEASURE THROUGH THE FUNNEL (Frankly, marketers are focusing purely on vanity metrics.) 55% Amount of plays 36% Likes/shares of video on social 38% Engagement 24% Conversions 18% Leads generated 27% We haven t defined success Source: TwentyThree s State of Video Marketing Survey

16 3. MAKE THE RIGHT VIDEOS We tracked over 1 billion plays and saw that successful videos don t have to be under 2 minutes. What videos are being produced? 0-2 mins 2-5 mins 5-15 mins % 26% 9% 6% 4% What videos are driving engagement? 0-2 mins 2-5 mins 5-15 mins mins 45+ mins 10% 23% 11% 28% 28% 16

17 How much time do people spend watching a video? Duration/mins mins 2-5 mins 5-15 minutes minutes 45+minutes Engagement 17

18 4. USE YOUR SOCIAL PLATFORMS 18

19 4. USE YOUR SOCIAL PLATFORMS 19

20 5. OPTIMIZE THE METRICS THAT MATTER Do Impressions Convert To Plays? Website 31% Facebook 23% Twitter 8% On owned media visitors are twice times as likely to play your video content. 20

21 5. OPTIMIZE THE METRICS THAT MATTER How much of my video do people watch? Website 67% ~ 4:59 mins 23% Youtube ~ 01:14 mins 4% Facebook ~ 0:06 mins Even when a video is played, the experience context matters. Owned media is up to 50x better at driving engagement. 21

22 6. USE VIDEO TO GENERATE LEADS 4% the market benchmark for optimal conversion rates on popups 22

23 6. USE VIDEO TO GENERATE LEADS In-player conversion rates Before video 48% During video 13% After video 23

24 7. TIE VIDEO INTO YOUR STANDARD FLOWS 62% ~ increase in click-through rate when there s a video thumbnail in a campaign. 24

25 8. USE WHAT YOU VE ALREADY GOT! Attract Convert Close Delight Strangers Visitors Leads Customers Promoters 25

26 9. KNOW YOUR VIDEO FORMATS Influence Interview Video Marketing Minute Webinar for lead gen Personal sales video Customer testimonial Product tutorial 26

27 48% The lead conversion rate for a form gating a video. 8x The average visitors spend 8 times longer on a web page when they watch video. Funnel Focus on the full customer journey and identify the right formats for every step. 27

28 002 Examples of successful video marketing strategies 28

29 Video, built for every stage of the customer journey Reach Fast, beautiful player with built-in SEO. Run you video everywhere, including Facebook, Twitter, YouTube and beyond. Reengage and promote using video remarketing. Reach Engage Convert Loyalty Engage Dedicated landing pages or fully branded video hubs, with audience journey tracking, live streaming, recommendations and social sharing. Convert Real-time audience tracking with calls to actions and lead forms in players. campaigns with embeddable video previews and integration with marketing automation. Loyalty Send personalized video from the platform. Reengagement with remarketing, online webinars and video hubs and user generated content upload. 29

30 Know what you re building for 30

31 Just by flipping a switch on our existing videos, 49% of all new contacts generated within the first month came from video forms 31

32 This information is crucial to run very granular scoring and nurture campaigns. If you really want to create a full-funnel for any prospect or for any customer to engage from the beginning, and then you can really nurture them and understand what they are interested in. 32

33 Starting to think about results from video also challenged the way we think about video marketing: Not only for generating awareness but also for engaging leads in new ways. 33

34 003 How to Segment & Lead Score Your Users Behaviour 34

35 Connect & Sync Contact data Conversions Segments Lead Score Workflows 35

36 Connect & Sync #PARTNERSUMMIT18

37 Conversions #PARTNERSUMMIT18

38 Contact data #PARTNERSUMMIT18

39 Segments #PARTNERSUMMIT18

40 Lead Score #PARTNERSUMMIT18

41 Workflows #PARTNERSUMMIT18

42 Steffen Fagerström 42