1. VIDEO DRIVES CUSTOMER
ENGAGEMENT
@jonspenceley jon@vidyard.com

2. BACKGROUND
▶ Jon Spenceley
▶ Partner Marketing Manager
▶ @jonspenceley
▶ vidyard.com/blog
@jonspenceley jon@vidyard.com

3. AGENDA
▶ Video Marketing Basics
▶ Types of Video
▶ Video Throughout the Funnel
▶ Measure, Test, Repeat
▶ Vidyard & Marketo
@jonspenceley jon@vidyard.com

4. ▶ Why video is powerful at every stage of the sales
funnel
▶ Mapping video content to personas and objectives
▶ How to get more value & maximize the ROI on your
video content
@jonspenceley jon@vidyard.com

5. VIDYARD
To help companies drive revenue
through the use of Online Video

6. VIDEO IS POWERFUL
▶ Many companies miss out:
- Too expensive
- Hard to get started
- Not creative
- Subject is ‘boring’
@jonspenceley jon@vidyard.com

7. REDBULL
@jonspenceley jon@vidyard.com

8. PEBBLE
@jonspenceley jon@vidyard.com

9. VIDEO IS POWERFUL
▶ Why we love it
- Visual
- Persuasive
- Easily shared
- Informative
- Intriguing
@jonspenceley jon@vidyard.com

10. ENTERTAIN - REDBULL
@jonspenceley jon@vidyard.com

11. EDUCATE – HOME DEPOT
@jonspenceley jon@vidyard.com

12. INSPIRE – CHARITY:WATER
@jonspenceley jon@vidyard.com

13. VIDEO FOR SALES
▶ Understand your customers
(Buyer Profiles)
▶ Understand your sales cycle
(Funnel)
▶ Match them up!
@jonspenceley jon@vidyard.com

14. EARLY-STAGE CONTENT
▶ Short, ungated content designed to educate
@jonspenceley jon@vidyard.com

15. EARLY-STAGE CONTENT
▶ Entertain or tell your story in a creative way
@jonspenceley jon@vidyard.com

16. EARLY-STAGE CONTENT
▶ Meant for everyone
▶ Not selling, just educating or entertaining
▶ Won’t necessarily close a deal, but will appeal to a wide
audience
▶ Use early stage content to get people back to your site
and interested in your product
@jonspenceley jon@vidyard.com

17. MIDDLE-OF-FUNNEL
▶ Longer, possibly gated content
@jonspenceley jon@vidyard.com

18. MIDDLE-OF-FUNNEL
▶ Showcase your solution, and your customers
@jonspenceley jon@vidyard.com

19. MIDDLE-OF-FUNNEL
▶ Showcase your solution, and your customers
@jonspenceley jon@vidyard.com

20. MIDDLE-OF-FUNNEL
▶ Generate leads with this content
▶ Designed to appeal to customer pain points
▶ Focus content on all personas – decision makers, gate
keepers, and end users
▶ Decision Makers – sell the value of your product at
making things more efficient, cheaper, etc
▶ Gate Keepers – easy to implement, cost vs. benefit
▶ End Users – testimonials, how-to videos, etc. Show how
it makes their lives easier!
@jonspenceley jon@vidyard.com

21. LATER-STAGE CONTENT
▶ Keep Interested Leads Warm
@jonspenceley jon@vidyard.com

22. LATER-STAGE CONTENT
▶ Justify Your Solution to Potential Buyers
@jonspenceley jon@vidyard.com

23. LATER-STAGE CONTENT
▶ Decision makers need resources
▶ Thoroughly explain the ROI
▶ Personalize your content
▶ Demo videos geared toward client solution
▶ Setup guides for their specific needs
@jonspenceley jon@vidyard.com

24. MAXIMIZING VALUE
▶ Experiment, Measure, Experiment…
@jonspenceley jon@vidyard.com

25. MEASURE
▶ Track who’s watching, and for how long:
▶ Nurture
▶ Segment
▶ Score
▶ Qualify leads for sales
▶ Target more content
▶ Optimize your video assets
▶ Develop new content for other channels
@jonspenceley jon@vidyard.com

26. EXPERIMENT
▶ Always be trying new things with video:
▶ Blog posts
▶ Social media
▶ Email campaigns
▶ Landing pages
▶ YouTube – with annotations
▶ Calls to action
▶ Email gates
▶ Lead generation forms
▶ Splash screens
@jonspenceley jon@vidyard.com

27. VIDYARD & MARKETO
@jonspenceley jon@vidyard.com

28. ▶ Why video is powerful at every stage of the sales
funnel
▶ Mapping video content to personas and objectives
▶ How to get more value & maximize the ROI on your
video content
@jonspenceley jon@vidyard.com

29. Want more info?
Jon Spenceley
@jonspenceley
jon@vidyard.com