Branch + TwentyThree

Branch is the platform that unifies mobile experience and measurement through deep linking. So we build this very powerful infrastructure on deep linking that basically bridge the gap between the user and the native app and the way that users can discover content on a the native app our personas and customers they consume content in different ways so some people like to read some people like to watch a video as the way we learn has been changing video is becoming a more and more important way in which others learn Before we started using TwentyThree our video marketing measurement was really just vanity metrics, right. We would see we got views on Facebook or views on YouTube. But what does that really mean? We didn't really have a central depository for our videos and we only put videos on social platforms we didn't have a place to take people to come and see other videos Before, you had marketing automation like a HubSpot or Marketo Here at Branch we use Marketo so we can automate email, we can automate blog posts going out and tracking and all that, but before TwentyThree we couldn't automate video The two platforms, Marketo and TwentyThree, integrates really well so we can run very powerful logics and it was very easy for us to create the integration with just a simple webhook and now we can access all that data from Marketo and use that data to create our campaign We also have a lot of events. We have a huge community we started. where we have around 25.000 members around the world And every time we finish a webinar there's six courses. We upload the course to TwentyThree because we want those metrics. We want to make sure we can see which accounts, who attended the webinar or didn't attend the webinar or are watching it again and that gives us valuable insight to know if the content is resonating if we should double down on this channel and make more webinars. Because it's something's our customers are appreciate and they use in their everyday jobs actually we are able to see companies like Airbnb and Yelp and BBC engaging with our videos on-demand and we actually saw how much of the video they consume which was very interesting and on top of that we are able to see it want to see companies that are not in our database that are coming to the landing page to the video and what companies they are and how much of the content they are consuming and that's a very crucial information for our sales team our able to measure exactly what video how much revenue they're driving in pipeline We can see that in Salesforce in Marketo and so we can actually see a tangible number for what are video content is driving where as before we were just guessing the support that we got from the beginning from the integration with Marketo and then understanding how to best leverage the platform has worked out really well. Video is very important because it's kind of fits in and goes to a very different segment than writing a blog. So it's important to have both. I don't know what video solves all problems but I would say through just writing you will leave a big segment of your potential customers out there. 50% of people's time on a website is spend engaging with video. and I mean, you don't want to miss out on that as a marketer you're missing out on half of your audience On our TwentyThree platform the average user watches 10 minutes of video every time they click on a video on our on our site which is huge. I mean the at the average person doesn't spend that long browsing our website. But when you can engage in via video they stay even longer. They learn more about our brand and they're more likely to convert at the end of the day.