Vendor Profile: Vidyard

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Overview Vidyard’s core products and services are based on a cutting-edge Video Marketing platform with emphasis on the functionality surrounding analytics and Enterprise-level integrations. This vendor profile will provide vendor information, key features & functionality, unique strengths & differentiation, opportunities for improvement and a real-world use case of an active customer solution. Table of Contents - About Vidyard - Management Team - Core Product/Service - Key Features & Unique Strengths - Industry & Market - Customer Case Study - Analyst Perspective - About the Research Analysts - Our Vendor Profile Methodology - About Demand Metric About Demand Metric's Vendor Profile Methodology Demand Metric Vendor Profiles combine analyst insight, customer perspective and vital statistics about vendors that are the subjects of these profiles. They provide the hype-free, need-to-know information about vendors at a glance, enabling more objective consideration of vendors and their offerings. Each vendor profile is the product of hours of analyst research, which typically includes interviews with vendor executives and established vendor clients. Demand Metric analysts use their experience and insight to ask the penetrating questions to fully expose vendor strengths and weaknesses. The resulting vendor profile is formatted in a consistent and accessible way, making it easy for readers to quickly grasp each vendors value proposition. To obtain this document, visit us at http://www.demandmetric.com/register

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Executive Summary At the highest level, the Sales Support function is responsible for ensuring that the Sales & Marketing departments have the tools, resources, and systems they need to achieve current and future sales revenue targets. Read this brief 2-page guide to learn: Director of Sales Support Roles & Responsibilities Action Plan for formalizing the sales support function Read this report to learn how to assess your current level of effectiveness, and if necessary, hire an experienced Director of Sales Support.Download our Director of Sales Support Job Description to get started! Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.

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Executive Summary A mobile app is a software application designed for smartphones, tablets and other mobile devices that has been built on a mobile operating system such as iOS, Android, Blackberry and Windows. Mobile apps were originally developed for productivity and information retrieval. Today, over 91% of all U.S. citizens have their mobile device within reach 24/7 (Morgan Stanley). The rising use and accessibility of mobile phones has influenced many companies to enter this growing market with new and innovative use cases. This How-To Guide discusses the benefits of creating a mobile app, things to consider before building a mobile app and an action plan to help you launch your new app. Read this brief 5-page guide to understand the following: Benefits of creating a mobile app Things to consider Action plan for launching your mobile app Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.

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Executive Summary Agile Marketing is a method for planning and executing a marketing plan borrowed from the world of software development. Instead of long, “waterfall” methods of development that too often result in delayed or out-of date products launching later than planned, the Agile method follows a simple process of build, measure, and learn. Marketers all over the world are adopting this method to the extent that 2013 has been dubbed “the year of Agile Marketing". This How-To Guide defines why Agile Marketing is important and outlines its key principles and identifies and action plan for getting started. Read this brief 5-page guide to understand the following: How to apply agile methods to marketing Important terminology How Agile Marketing is currently being used Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.

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Executive Summary Leaving your domestic comfort zone to operate in another country or even continent requires careful planning. Expanding into new geographical markets is very exciting, but also very nerve-wracking. Any firm considering entering into international business transactions must understand that doing business abroad is not a simple task. It is stimulating and potentially profitable in the long-term but requires much preparation and research prior to the first transaction. Europe is probably the most heterogeneous continent on our globe, making understanding market potential more challenging than in more homogeneous markets. Because of the European Union, it’s tempting to view Europe as a single market. In reality, you must consider each country as a market, because each country has a different mix of history, culture, language and business etiquette. This How-To Guide will describe the steps required to successfully expand into the European market. Read this 7-page guide to understand the following: Understand market potential Identify product-market comibinations Identify a local partner Launch and start selling Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.

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This How To Guide will explain how press releases can boost SEO efforts, how to write press releases for SEO, the pros and cons of doing so and conclude with an action plan on using press releases in your SEO efforts. For decades, press releases were the basic building blocks of a public relations strategy. A company that wanted press coverage would write and issue a press release. The more skilled the company was at media relations, the better this strategy worked. Press releases still serve this purpose, although a new and important use of press releases has evolved as a tool for Search Engine Optimization (SEO). For companies whose websites are key to revenue generation, the SEO benefits are the primary motivation for writing and issuing press releases. If releases also produce favorable media coverage, that’s viewed as a bonus. The benefits of this SEO strategy result from the links a press release can produce back to the issuer’s website. These links are known as backlinks. The more external, authentic backlinks a website has pointing to it, the higher it ranks on a Search Engine Results Page (SERP). While this strategy is conceptually simple to grasp, executing it effectively requires some insider knowledge of both media relations and SEO. Read this brief 8-page guide to understand the following: How press releases boost SEO Writing press releases for SEO The pros and cons of a press release SEO strategy Using press releases in your SEO efforts Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.

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Executive Summary This How-To Guide details the definition of customer lifetime value (CLV), the advantages of calculating CLV and the standard formula for calculating CLV. Common sense tells us that the longer a customer is in relationship with a company, the more profitable that customer relationship is. However, many companies put the emphasis on new customer acquisition and not enough effort is made to retain existing customers. This is a mistake, because the financial impact of retaining customers is substantial: companies can increase profits by as much as 100% by retaining just 5% more of their customers. For these reasons, CLV is a crucial metric that most organizations overlook mainly because its definition and purpose are not entirely known. Understanding the monetary value each customer represents to your organization can help you budget correctly for your business needs, strategically plan your marketing initiatives and improve long-term relationships with your customer base. Read this brief 4-page guide to learn about: Customer Lifetime Value The advantages of calculating CLV The standard formula for calculting CLV Use the Customer Lifetime Value Calculator to get started! Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.

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Executive Summary This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time. Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system. Read this brief 11-page guide to learn about: The case for lead scoring Setting up a simple lead scoring system Refinements to improve results over time Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth. Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.

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Executive Summary Social media are now part of every business and consumer activity, joining telephone, Web, broadcast, and face-to-face interactions as primary communication channels. This means that all marketing, sales, and service organizations should include social media as part of their basic activities. Yet social media are still new enough that many organizations are still struggling to learn how to use them, while others are learning how to use them most effectively. This How-to-Guide provides an overview of social media applications and emerging best practices for deploying social media at your company. Read this 9-page guide to learn: The definition of social customer relationship management (CRM) The main functions needed for social CRM The vendor landscape for social CRM Social CRM best practices Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.

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Executive Summary This How-To Guide will explain the components of a Marketing Resource Management (MRM) system, provide an action plan for deployment, and conclude with a plan for implementation. Marketing Resource Management (MRM) systems control the administrative processes that support customer-facing marketing programs. This distinguishes MRM from marketing execution systems that store customer databases and deliver marketing messages through email, Web ads, and other channels. MRM may be sold independently or as a component of comprehensive marketing management systems which also provides execution. MRM functions fall into two primary clusters. The first involves functions related to company-level marketing management, including program planning, scheduling, budgeting, and cost reporting. The other cluster relates to program management, including task lists, purchasing media and materials, and content creation, approvals, storage, and distribution. Some MRM systems specialize in a few of these functions. Others specialize in additional functions such as customizing content for local offices or dealers or in marketing reporting and analysis. Systems may also be tailored to specific industries or companies of a certain size. Companies buy MRM systems when their marketing programs become too complicated to run in a less systematic fashion. This, along with the systems’ high cost, originally meant that MRM was used almost exclusively by large marketing organizations with hundreds of marketers in multiple offices. More recently, the growth of digital marketing has meant that even small marketing organizations need to manage many different programs and content versions across multiple channels, and to introduce new versions more quickly. This expanded complexity has rarely been accompanied by a corresponding expansion of staff, adding to the pressure for more efficient operations. At the same time, costs have decreased as MRM capabilities were added to integrated marketing suites and as stand-alone MRM products became available as vendor-hosted services (Software as a Service, or SaaS). The result has been increased use of MRM systems among companies of all sizes. Read this 7-page guide to learn about: The components of a Marketing Resource Management (MRM) system An action plan to deploy an MRM system How to implement an MRM system Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.

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Executive Summary B2B marketers have enthusiastically adopted marketing automation, with industry revenue growing at 50% per year according to Raab Associates estimates. The reason for this adoption is simple: marketing automation works. Users consistently report growth in quantity and quality of leads, in lead acceptance rates, and in marketing revenue contribution. Recent acquisitions by major software vendors including Oracle, Salesforce.com, Microsoft and Adobe further confirm that marketing automation is becoming a standard part of every company’s technology foundation. But simply deciding you want to make better use of your marketing automation doesn’t end the discussion; it just raises the much more difficult question of how. This How-To Guide will provide you with some answers. Read this 12-page guide to learn about: The Marketing Automation Maturity Model The levels of Marketing Automation Maturity How to evolve your Marketing Automation strategy at each level Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com

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Executive Summary Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms. Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment. The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant. This 15-page guide includes the following sections: What is B2B Marketing Automation? Core Functions Specialty Functions Key Considerations Vendor Landscape Best Practices Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.

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Executive Summary Asset Management has historically been seen as a marketing and branding function. This technology is used to deliver materials to sales but is not within the sales teams’ direct control or influence. Today, as more organizations focus on marketing and sales alignment, many tools and technologies that were once managed exclusively by marketing have become shared marketing and sales functions. Despite this alignment progress on many fronts, Asset Management has tended to remain squarely in the hands of marketing. Demand Metric believes that marketing organizations that retain control are missing an opportunity to use Asset Management to its fullest capability. The purpose of this How-To Guide is to provide Modern Marketers with a clear understanding of how to effectively use Asset Management Systems as a Sales Enablement tool. This 6-page guide includes the following sections: What is Asset Management? The Sales Benefits of Asset Management Asset Management & Marketing Automation Asset Management Vendor Selection Criteria Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request. About the Sponsor Mindmatrix is a cutting-edge marketing automation and sales enablement company. Our platform incorporates all the functions and metrics essential to your sales and marketing departments into a single software package. Mindmatrix’s marketing automation platform will help you generate leads, cultivate interest and excitement about your organization, and ultimately… close sales. From the initial contact with a potential customer all the way through to their first purchase, and beyond, we have your sales and marketing teams covered.

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Executive Summary Business marketers have always advertised in specialized media such as trade magazines, but their audiences have traditionally been too narrow to use television, radio, and similar mass outlets. This limitation has carried over into the digital world, where business marketers could target ads on search terms and industry Web sites but not buy display ads that reach broad audiences. This has become an increasing problem as buyers do more research anonymously on the Web, making them harder to identify and nurture. Tools such as content marketing and social media have filled some of the gap by offering alternative methods of acquiring new names. But those methods are labor and content- intensive, making them difficult to scale. As a result, business marketers have longingly eyed the “insert coin here” efficiency that lets consumer advertisers reliably increase results by raising their display ad spend. Happily, new methods have now made online display advertising a more effective, higher volume option for business marketers. Improved audience targeting expands the number of prospects marketers can reach and how frequently they can be contacted. Business marketers must learn a few new tricks to take advantage of this opportunity. But in return they gain a greater control over the flow of new names and more precise targeting of the messages for each individual. This Guide will ease your entry to the new world of effective B2B display advertising. Let the journey begin. This brief 11-page How-To Guide is designed to provide practical advice for B2B Display Advertising and outlines the following: What is Display Advertising? Display Advertising For Marketers Challenges Resources Action Plan Bottom Line Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.

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Executive Summary If loyal customers are the lifeblood of a successful marketing program, call centers are the heartbeat. It is within the call center that happy customers become loyal advocates or disenchanted. All too often, however, call centers are viewed by marketing professionals as an afterthought instead of a key to customer loyalty, customer satisfaction and as a lead generation. Modern marketers must move from seeing Customer Care as a secondary supporting function to one of primary importance to marketing programs and lead generation, along with other digital marketing and sales activities. This How-To Guide challenges marketers to view the call center as a potential source of revenue and lead generation as well as the hub of Customer Care. This report discusses the misperceptions around call centers and shows modern marketers how to transform their call center (cost center) into a Modern Contact Center (profit center) by recognizing its strategy in lead generation and customer experience. This brief 11-page How-To Guide is designed to provide practical advice for building a Modern Contact Center and outlines the following: Executive Summary Opportunities & Challenges of the Call Center Creating a Modern Contact Center Contact Center Application Selection Criteria Action Plan Bottom Line Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.

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Your Problem You need to help your marketing team become more efficient. Our Solution Agile Marketing is a powerful and proven tactical approach to improve the processes that empower your marketing team, encouraging constant and swift growth. An Agile approach allows teams to be more capable to adapt to real-time marketing challenges or opportunities. Not only does the Agile process improve a teams speed, but it encourages transparency and rewards adaptability, ultimately leading to happier and less stressed team members and more consistent results. This How-To Guide and Toolkit will help your team achieve an Agile Marketing process that is proven to deliver more results. Key Benefits leverage Agile Marketing best practices quickly discover how to implement Agile Full toolkit that supports what you learn

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Vendor Profile: Vidyard

1. © 2006 - 2014 Demand Metric Research Corporation. All Rights Reserved. Vendor Profile June 2014 By: Kristen Maida, Research Analyst With: Clare Price, VP Research Discipline: Digital Marketing Category: Video Marketing Type:

2. 3 4 6 7 8 About Vidyard Management Team Core Product/Service Key Features & Unique Strengths Industry & Market 13 14 15 About the Research Analysts Our Vendor Profile Methodology About Demand Metric 9 12 Customer Case Study Analyst Perspective TABLE OF CONTENTS © 2014 Demand Metric Research Corporation. All Rights Reserved.

3. Offices Contact Information Key Facts & Figures Corporate Headquarters 119 King St. West, Suite 400 Kitchener, ON Canada US Headquarters 320 Pioneer Way Mountain View, CA United States Website: www.vidyard.com Email: info@vidyard.com Phone (Canada): +1 800 530 3878 Year Founded: 2010 Ownership: Private Revenue Range: Private Employees: 50 Global Presence: Worldwide Total Funding: $7.7M (2011-2013) Industries: Entertainment, Music, Software & Technology Customers: Taulia, inContact, TribeHR, RapGenius, Qvidian, Rockwell Automation, Lionbridge, JUNO (Canada’s Music Awards), Deltek ABOUT VIDYARD Vendor Profile: Vidyard Overview: Vidyard’s core products and services are based on a cutting-edge Video Marketing platform with emphasis on the functionality surrounding analytics and Enterprise-level integrations. This vendor profile will provide vendor information, key features & functionality, unique strengths & differentiation, opportunities for improvement and a real-world use case of an active customer solution. © 2014 Demand Metric Research Corporation. All Rights Reserved. 3

4. Kristen Maida, Research Analyst – Demand Metric Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth. Her specialties include: social media marketing, digital marketing, content marketing & management and business process development. ABOUT THE RESEARCH ANALYSTS © 2014 Demand Metric Research Corporation. All Rights Reserved. Clare Price, VP Research – Demand Metric Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy, sales enablement and social media marketing. 15 Vendor Profile: Vidyard

5. ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 38,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, solution studies, consulting methodologies, training, and a library of 500+ premium tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. TO LEARN MORE ABOUT DEMAND METRIC To read the rest of this report, become a Demand Metric member today! Vendor Profile © 2014 Demand Metric Research Corporation. All Rights Reserved. 17

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