This presentation covers ways that content marketers can use video with Marketo to achieve better conversion rates and greater insights about prospects and leads.

1. 10 Ways To Use Video With Marketo
Video + Marketing Automation = Success

2. © 2011 Brightcove Inc.2 | Confidential
YES!
Who am I?
• Background growing sales organizations in
early stage startups for the past 8 years
• Experimenter with social media
• Instrumental in writing, directing and deploying
over 1,000+ videos for use in highly targeted
B2B social media campaigns worldwide.
Matt Childs
VP of Sales & Strategy
matt@vidcaster.com

3. © 2011 Brightcove Inc.3 | Confidential
36% annual
increase in sales due
to video used in
marketing.
Videos appear in 70% of
the Top 100 search
listings.
2x more than sites
that don’t have video.
Websites with video hold
the viewer’s attention
Websites with
video is 53%
more likely to
appear on the first
page of search
results.
YES!
We all know video is important.

4. Video speaks to us and gives us detailed
information about how contacts are engaging
with our brand.
 Video Play Data – Did the viewer complete the video? How much did they watch?
 In-Video Behavior – Bookmarks/TOC, Annotations, Quizzes. Interaction data.
 A/B Testing – Which version of a video performs better? Video vs Thumbnail
 General Behavior – Did the same contact return to the video? What other videos are
watched?

5. © 2011 Brightcove Inc.5 | Confidential
YES!
How Video Impacts The Funnel
Audience
Blog, SEO, YouTube, Social Media, Email
$ WIN
New Customers
Leads
Nurture, Measure, Directed Messaging
Opps
Qualified Prospects
Video Content
Attract new leads with video
deployed across content
marketing assets.
Provide specific video content
to nurture, track, and score
leads.
Automatically opt out Opps or
subscribe to specific videos
to help close the deal.
Reduce human interaction,
lower sales costs, retain
customers with video.

6. © 2011 Brightcove Inc.6 | Confidential
YES!1. Video On Marketo Landing Pages
• Easily embed a video player on
your landing page.
• Different Options:
• YouTube
• Page level data only
• Place video on unique
URL
• Auto-play if possible
• OVP Solution
• Play data
• Engagement data
• In-video Behavior
• Page vs Player

7. © 2011 Brightcove Inc.7 | Confidential
YES!2. Video In Email
• Create engaging thumbnails for your emails
• Little to NO text in the body, focus on video content as
main attraction.
• YouTube
• Take a screen capture of the original video file
or YouTube frame you want to use.
• Add some flavor, Photoshop, etc.
• Upload as image to Marketo and place in email
• Link to landing page with video
• Measure open and page visit
• OVP Solution
• Grab thumb object from Marketo and place in
email
• Video will automatically link to landing page for
playback
• Measure open, play, engagement data, and visit
profile

8. © 2011 Brightcove Inc.8 | Confidential
YES!3. Video and Your Website
• Embed video to support text or vice
versa
• Different Options:
• YouTube
• Place embed code
appropriately
• No real way to know if
video has been played
• Page level data only
• OVP Solution
• Play data
• Engagement data
• In-video Behavior
• Page vs Player

9. © 2011 Brightcove Inc.9 | Confidential
YES!4. Embedded & Shared Video
• Embedded and shared video with Marketo
Power
• Different Options:
• YouTube
• Not possible to extend visibility to
external sources
• OVP Solution
• Track engagement anywhere player
is embedded
• Gather contacts anywhere player is
embedded or shared
• Marketo tracking goes with player
code
• Only serve in-video forms to
unknown contacts viewing video for
first time

10. © 2011 Brightcove Inc.10 | Confidential
YES!5. In-Video Call To Actions
• Lead Gating, Quizzes, TOC.
• Different Options:
• YouTube
• Limited to YouTube
Annotations
• No Tracking
• Custom solutions
• OVP Solution
• Carry with video across
the web
• In-video lead forms,
quizzes, TOC
• Detailed events mapped to
Marketo
• Progressive Profiling

11. © 2011 Brightcove Inc.11 | Confidential
YES!6. Video Galleries & Achieves
• Organize video in galleries
• Different Options:
• YouTube
• Place embed code in
organized fashion
• Give each video a “#12345”
tag for tracking
• Page level data only
• OVP Solution
• No embeds, easy
organization
• Each video has unique
playback URL
• Track viewing history and
progression
• Page vs Player

12. © 2011 Brightcove Inc.12 | Confidential
YES!7. Video and Lead Scoring
• Video Engagement Tied To Lead Scoring
• Different Options:
• YouTube
• Not Possible
• OVP Solution
• Engagement data points tied to
lead scoring in Marketo
• Topic lead scoring, break
sections of video in to topics
• # of videos watched can impact
lead score
• Scoring formulas based on
viewing history, engagement,
and progression
Lead Score Trigger Lead Score Trigger Lead Score Trigger

13. © 2011 Brightcove Inc.13 | Confidential
YES!8. Video and Progressive Profiling
• Collect data as viewers watch video
content
• Different Options:
• YouTube
• Place video behind a landing
page, turn on progressive
profiling
• Low/unqualified conversion
• OVP Solution
• In-video forms/ NO Landing
Page Gate
• Serve progressive options as
viewer browses videos
• Previews/Teaser Clips
• Increase conversions &
quality

14. © 2011 Brightcove Inc.14 | Confidential
YES!9. Recorded Webinars & Marketo
• Annotations & Interactivity
• Different Options:
• YouTube
• Can’t connect to Marketo
• Limited linking, no tracking
• OVP Solution
• Chapters, TOC, Quizzes,
Text, Image annotations
• Direct plug in to Marketo
• Trigger Nurture Tracks
• Isolate topics within a video
• Easy to use tools
Nurture Track Trigger

15. © 2011 Brightcove Inc.15 | Confidential
YES!10. Video & Lead Nurturing
• Tie video into your nurture tracks
• Different Options:
• YouTube
• Place video on unique URL, tie to
“on click.”
• Send emails pointed to landing
page with video embedded
• Auto-play if possible
• OVP Solution
• Tie video play, engagement, in-
video behavior to start nurture
• Events in video can be tied to
actions related to nurture tracks
• Send emails pointed to landing
page auto generated
• Page vs Player level tracking

16. © 2011 Brightcove Inc.
Driving value from online video requires dozens of
tools.Upload Publish MonetizePromote TrackDistribute Analyze ROILeadgen CRM

17. © 2011 Brightcove Inc.
Google Analytics
combines everything into
one simple interface.

18. © 2011 Brightcove Inc.
ALL-IN-ONE SAVES MONEY
 Search Engine Optimization
 Video Website Manager
 Social Media
 Calls-To-Action
 Video Landing Pages
 Subscription Management
 Lead Management
 Marketing Analytics
 Marketing Automation
18 | Confidential
Search Engine
Optimization
Video Website Social Media
Calls-To-Action Video Landing Pages Lead Management
YouTube Sync Marketing Automation Marketing Analytics
Each box represents a different suite
of tools included in the platform.
Saves
Money

19. Thank You!
Now available via Marketo Launchpoint
Matt Childs
matt@vidcaster.com