The Marketo Marketers Guide To Using Video Across the Buyer's Journey

Hi everyone and welcome to the webinar the Marketo Marketers Guide to using video across the buyer's journey. I quickly want to introduce myself. My name is Stine and I am head of video marketing meetups here at TwentyThree. So today at this webinar, we're going to be covering a few things you need to know since 2019 is coming up. Yes, we will go through first up video marketing trends for 2019. We'll go through video marketing best practices and use cases. And then finally, the TwentyThree and Marketo integration breakdown. And as we go, feel free to ask any questions that you might have. You'll find the chat in the right side of our page. And you can answer any question you have and we'll answer it throughout our webinar and at the end. I just want to quickly note that we'll make sure to send you a follow up email with the recordings of our webinar. And I would like to pass on to our head of comms and story at TwentyThree, Todd Patton. He will drive you through everything you need to know. Thank you, Stine. Hi, everyone. I'm super excited to be here. As Stine said, I'm the head of comms and story at TwentyThree. And today I'm going to take you through the Marketo Marketers Guide to using video across the buyer's journey. Briefly, before we get started, I wanted to say hello to everyone. Show my face. We're here in Copenhagen at the TwentyThree office. And we're super excited to dive right into it. So I'll go back to the slides real quick. And I always like to start with a quote just to set the scene for what I'll be talking about today. And this is actually a quote from a lead content marketer at Marketo. And we asked Ellen. Ellen Gomez is her full name. And she talked a little bit to us about video. And the quote says, thinking of video holds. And thinking of video holistically is really important. And then when you're thinking about integrating it with other tools like marketing automation or even your social media tools, really thinking about your metrics before you ever even begin is a critical piece for success with any content medium. And video should be no different. And I really like that last line because we've seen a lot of companies treat video kind of like an afterthought, a little bit different. It's not a core member of their tech stack when it definitely should be. It's kind of still Madonna, for saying the least. But I think that data is the most important piece. And so, see that the quantitative side of this Venn diagram is much smaller, that marketers don't put as much stock into the marketing funnel, into conversions, into being data-driven with their video. And that's what I want to talk a little bit about today. And ideally, these circles would be the same size, right? So we know it's good for storytelling and putting a face to a brand and relating with your customers, but we need that other circle to be the exact same size as the qualitative side. So before we dive into the Marketo side of things, I wanted to go a little bit over what we can expect and what kind of needs to change in 2019 with video marketing. And so there's five different things that I'm going to break down today, and we actually have a corresponding blog post that you can read over on 23.net slash blog that kind of breaks each one of these down in a written form. So the first one is that it's time to properly power video on your website. I mentioned this earlier. But we see a lot of brands kind of throwing videos up on YouTube and Facebook, which those channels are great for brand awareness and search and getting people to know about your brand, but they're not great for converting or measuring or actually engaging your audience in a meaningful way. So this is a cool example that I wanted to show from Audi. They have a video hub on their website where they're able to put all of their videos on their website in one central location, and each video has a corresponding landing page. There's no more. Embeds that you have to worry about changing out from YouTube. There's no more worrying about GDPR issues, which we'll dive into a little bit later, but it's time to properly power video on your website. One example I always show, it's not in this deck, but I just wanted to mention it briefly, is that Nike pushes people off of their website to YouTube to engage with video content when they could be having, I don't know, on a checkout page, a product video that really breaks down a sneaker or a new piece of apparel that they're trying to sell. I think it's just a small example of how brands are kind of only using video at the top of the funnel instead of all the way down the funnel where they can be converting and engaging people. Number two is you really need to own your video data. This is an example from integrating video into Marketo, which I'll dive into the specifics of that at the end and how you can do that and how you can lead score. But you need to own your video data. Stop giving it away to third parties like those big platforms that you have no idea what they're doing. You don't know what they're doing with the data, and you don't get the insight that you actually need. You need to know who's watching your videos, when they're watching, how long they're watching for, all the metrics that you measure on every other member of your tech stack, right? So if it's a landing page, of course you're going to measure the conversions and the engagement, and if someone actually fills out a form and where they go on your website after that, if they visit any more blogs. And video should be no different. You should have a tool that you can host your video, but also take that data and integrate it into a tool like Marketo, where you can actually use it to do that. You can actually use it in an actionable way, like sending an automated email if someone watches an entire product video. And this is an overshot of a lead info contact card inside of Marketo. And as you can see, there's aggregate numbers like total video playback or number of videos played, but then there's also specific data that you can see that, say, a user watched 50% of a certain video. You can see all of that. And that's what I mean when I say own your video data. Number three, as I mentioned, YouTube and GDPR. This is a pretty controversial topic, and GDPR came out in May of 2018, and marketers have been scrambling ever since to make sure that they're compliant. And actually, what we saw is that YouTube isn't exactly GDPR compliant when it's embedded on your website. They automatically put cookies onto your users and track them afterwards, right, without consent. If it's not behind a paywall, then there's no consent there. And so YouTube on your website is probably not the best idea. If you want to be GDPR compliant, but using a video marketing platform where everything has already been thought out and we've gone through all the issues of GDPR and made sure that everything is compliant is the way to go in 2019. SEO is a big topic. People are still searching an incredible amount on Google, on YouTube, as you can see here. And it's important to use video SEO to your advantage, whether that's setting up a video sitemap so that Google can index. All of your videos and make sure that they appear. Putting transcripts on your videos, making sure your titles have keywords and everything like that. It's super important to take advantage of video SEO. As you can see, this is an example from Moz. Rand Fishkin, the founder of Moz, started Whiteboard Fridays. Whiteboard Fridays is a super big video series that he started. We talked to Rand at Inbound, and Moz is an SEO tool, so they know this better than anyone. But Rand told us a story at Inbound that with Whiteboard Fridays, he would record the videos. He would put the first one, and then he would put it on his website with a full transcript for SEO. And as you can see, Whiteboard Friday ranks number one on Google when you search. And that's a great thing. But Rand knew the power of YouTube and other search engines as well. And so he would put the video onto YouTube 90 days after he initially released it, because that way he could get that SEO value. And YouTube is a great channel for top of the funnel, for finding new users. But it's not great for converting, as we've already talked about with the GDPR stuff on your website. Let's see what's happening with my vaccination experience, and let's also evitar pasti en맛in' this part of my life. Glemmi So they haven't always been treated as such. They've been siloed off from the rest of your tech stack. We ran a study that 68% of marketers reported they needed to use two to five tools to set up a single webinar. That's some serious fragmentation when it comes to processes and using a tool that is modernized. And so webinars are going to be, I think, a big part of video marketing strategy, and you can repurpose them. You can use them for so many different areas. And that's the key to webinars and treating them like video and integrating all that data into your Marketo or whatever marketing automation you might use. So that's what kind of I wanted to go over for what's coming in 2019. And I want to cover some best practices that we've seen in the past year that you can learn from. The first one is actually an example from Marketo. As we're focusing on Marketo, I figured it would be a great way to show off what they've been doing. And the first lesson I want to communicate is that you need to measure beyond the top of the funnel. So this is a good example. from Marketo of taking Facebook for what it is, right? It's brand awareness. And so what they did is they put a 60 second video of Seth Godin, who's an influencer, onto Facebook, with a call to action to go to their website to learn more, where they had more videos, where they had a form that you could sign up, they could convert you and move you down the funnel. The reason I think this example is important is if you look at the data next to the phones, is that you can see on average, people watch 20 seconds on Facebook, but on your own website, you're not seeing 20 seconds on Facebook. And that makes sense. Facebook is top of the funnel and needs to be treated as such. So this is a good example of taking users off those third parties and really engaging them with valuable content. And I always start with that first statistic because I like to show that it's changing even more. So this year, Facebook engagement went down to on average six seconds, whereas your website went up to nearly five minutes. So there's a big discrepancy here between those two channels. And is helping them make sure they're notably lesser and more workplace after your page. and then more listeners and more visitors to your website. You can also Voice Action if you prefer it to gekal to Monsieur Camille. but only 38% measure video engagement on their website. And that's really what needs to change when it comes to video. And especially when you have tools that can integrate with Marketo and really, really engage those people with video, it's more important than ever to measure this engagement. I gave this example earlier, but you would never ignore landing pages. You would never ignore blogs or email click-through rates. So why do we do that with video? And that's kind of the mission we're on at 23 is to change the way marketers approach video. Another example on the conversion side, as we move from engagement down to conversion is using video to convert people. It's a very simple fix. All you have to do is put a collector on your video and you're able to get those leads of people who want to learn more. And I love this example from Universal Robots. They're a robot company that has very engaging, cool video content. And they put it all on their website. And they threw, the surprising part is they threw a collector on the end of the video to see if people wanted to learn more about the robots or their content or their mission. And they were able to double their leads. So that 50% of their leads that month came from the collector after they put it on. And I just think it's a great example of a really quick fix that marketers can take with video and get ROI on that immediately. Because there's so many things with video that's lacking behind. And this especially is one of them. And yet only 18% of marketers use video to collect leads. This is from the same study of the state of video marketing, where we found a bunch of different metrics and how marketers were treating video and collecting leads and conversions and setting up that attribution is really lacking behind. And that needs to change, especially in 2019. And this is an example of actually taking your data from those collectors, from the engagement that we just talked about and moving it to the right place. Right? Data is gold to marketers and we can't put those video metrics into a silo. So this is an example from Branch, which is a tech startup in Palo Alto. They've raised over $150 million and they're a big tech startup and they have a big database. And they started producing video content, but they wanted to know exactly how it was working. And so they integrated the 23 video marketing platform into their Marketo account. And overnight they were able to identify 4,000 people who had been watching video on their website. The 23 player uses the munchkin code and it tracks everyone just the same as if it was a Marketo landing page or a Marketo email or whatever it might be. And then the other cool stat that they found was that their users on average watch nearly 10 minutes. So they found out that video content actually worked for their audience. They were able to measure the engagement and see that people were sticking around and people were watching. And so I come back to this slide because it's, I can't stress how important it is. That we need to take the qualitative side and match it with the quantitative side. We need to focus on the marketing funnel. We need to measure engagement. We need to start collecting leads and measuring those leads from video. And of course we need to be data driven. There's other platforms, as we mentioned, like YouTube and Facebook, LinkedIn now has them. And we think those channels are super important, but they don't give you the data that you need to actually be actionable, which is why I wanted to talk, of course, a little bit about. Uh, Marketo and 23. So having an integration with Marketo, uh, is the idea that you can take all of the video data from your video marketing platform and send it to Marketo where you can put it into lead scores. You can put it into programs, uh, smart campaigns, whatever it might be to actually engage those people with that information. And the first step of that is lead scoring, right? So to set up the Marketo and 23 integration. It's a few simple steps. Uh, you put in a few key and API codes, and then you set up a few custom fields, and this allows you to lead score based on aggregate numbers. So whether that's someone has watched five videos, so let's give them a score of this, uh, whatever your scoring model is, it can be customized to anything that you need. Or if they watch one specific video that say about a product or say about, um, a webinar about a product or anything in your library, uh, you're able to get those lead scores and make sure that they're actually optimized. Because we say this because we estimate 40 to 60% of website data right now comes from video. So you're missing about half of all your data. If you're not tracking video on your Marketo and your lead scoring could be way, way off. The second part is to segment and nurture people similar to scoring. You want to be able to put people on different lists so that they can receive different nurture flows. And this one is actually super innovative and super cool for marketers, because if someone's watching a video and they watch half of it, you can send them an automated email to say, Hey, looks like you watched half of this video. Did you have any more questions about this product? And that's a good way to reengage. It's just the same tactic as Amazon uses when you have something in your checkout cart, right? They send you an email and say, Hey, did you still want to buy this? We can still do this with video, um, in a meaningful and valuable way, right? And video is the best way to tell your story and using something like this is a good way to make sure that you're engaging your audience properly. And then lastly, this is my favorite part of the integration. They're all great, but the two way sync is super important and what makes us the most innovative connection on the market. So the two way sync means that anyone who's identified inside of Marketo, any of your contacts are in your lead database is identified watching video with 23. So if someone filled out a landing page years ago and they're still cooking and you're still tracking them, we'll be able to see any video that they're watching. And that's super important because you all have large databases and getting that new information about which videos they want can transform the way that you nurture them, you segment them and you market to them. So the two way sync uses the Marketo munchkin code and tracks it just like any other Marketo campaign that you're running. And now that we've talked a little bit about Marketo, um, I wanted to break down kind of the four aspects of the video marketing platform of 23, just real quickly. So we have four pillars of our platform. The first one is to run your videos everywhere or in other words, social video. We've talked a lot about YouTube and Facebook and their disadvantages, but they do have a lot of advantages and we're believers in them that you need to share your content there. That's why we set up social integrations with Facebook, with YouTube, with Twitter, and we were actually the very first to set up integrate an integration with LinkedIn and all of those metrics get pulled back into 23 where you have one platform that you can view not only all of your channels, but all of your website data in one place. You can see which devices where the locations are and you can learn how effective your video content is. So running in your videos everywhere is kind of a philosophy we believe in and that you need to be on every single channel. And that's why we have those integrations. Number two, as you go from the top of the funnel with social videos, you need people to get to your website, right? So to power video on your website and what that means in the simplest form is that you can host a video. Uh, yeah. We'll set up a video hub so that all of your videos are in one place and every time you upload a new one, they'll automatically be distributed there. Uh, each video has a video landing page that corresponds with the video. Uh, that's part of the tools. Um, and then of course the collectors that we've talked a little bit about where you can actually convert people. You can throw customized collectors onto a video and get more leads from your video content. And so powering video on your website is super important for that data that we talked about that needs to get into Marketo. There's no more manual processes. We even have a video tool called spots where you can embed one code once and then we have a CMS that you can change out the videos as quickly as you like in a few clicks. No more taking out YouTube embeds and then throwing in a new one and doing it every few weeks. Um, all of these tools are super essential for you to run video in the best possible way. Number three, and this correlates directly to Marketo is that we need to stop ignoring video engagement. And so we call this pillar of our marketing video marketing platform video data. Um, and like I mentioned this that earlier, but we think you're missing half of your lead scoring and attribution data if you're not integrating, uh, your audience and engagement and conversion video data directly into Marketo or Google Analytics, whichever tools you use. So video data is a super important part for marketers, especially in 2019 to move things forward. Is a lot of marketing. You'll finally love. We've just barely launched this tool in October and we're using it right now. And it's the perfect webinar tool for a modern marketer. Uh, I mean, a few things that we think separated is that you're watching this feed directly in your browser right now. No download required, no plugin. Uh, everything is customized. Like even from the emails that we sent out, uh, reminding you that a webinar is coming up, everything is customizable. And so it's great for a modern marketer. And then the last part is that all that data is integrated directly into your website. So you can send it directly into your Marketo account. Uh, you can lead score based on it. You can put them on different lists. Uh, you can do everything you need. And it's of course, two way sync. So people are identified when they're interacting with whether it's on demand or live content. So this webinar will directly go to on demand into our webinar hub and we'll send it all out to everyone on this afterwards. And so that's the last part of the video marketing platform. Those are our four core pillars and they all work with Marketo to allow you to get much better data. And so that's all I've got today. I think there are a few questions. Um, and it looks like Jane asked, what's the process for setting up integration to Marketo and getting video data synced? So my answer, I think I touched a little bit on it earlier, but, uh, it's pretty simple, right? You put in a few keys, uh, and you set up a few custom fields and you're able to get all that data synced back and forth. I actually wrote a guide to integrating Marketo and getting better video data. It's a white paper. Um, it's listed on our resources hub, 23.net slash resources. And it really dives deep into that exact subject about how you can not only set up the data, but use the data in a meaningful, meaningful way. And so, um, I think that's, uh, yeah, I think it's super important that this is an easy thing to set up. It's not some complex, hard task. Um, and so I, I, I think the diving further into the white paper will, will help with that question even more on the next slide. what we're seeing for us to be at for this governance, whether it be overозka to or out 고�لا이 and other, your email. companies, this is where attribution comes in. So when we're talking B2B, it would be more lead scoring and seeing how qualified somebody is. But B2C companies need attribution. They need to know if someone is watching a video and if they end up converting, right? So if they watch a product video and then 10 minutes later, they watch another video and then 10 minutes later, they end up buying a product, let's say shoes, right? We could use Nike in this example because they need to set up video on their website and make sure that they have this attribution. So when it comes to B2C companies, I really would say it's attribution that you need to know that people are actually engaging and then quickly moving down the funnel because it's a much shorter funnel than say a B2B sales cycle and it could be in under an hour. And so that would be my example for using B2C tactics with video data. So those are the questions we have for today. I really appreciate everyone joining us on this webinar. Feel free to email me, todd at 23.net. Thank you, Justina, for introducing us and getting us started on this webinar. Also feel free to add me on LinkedIn. I'm happy to answer any video marketing questions. And then the last thing I wanted to mention is that we have a marketing expert series. We release weekly interviews with thought leaders, CMOs, CEOs, people who are in the trenches using video, using marketing tactics every day. They range anywhere from 10 to 20 minutes. So they're not too long, but they're incredibly educational and they give you a lot of value. And so I would encourage everyone to go subscribe. We send out a weekly email every time we update it. But that's all I've got for today. Thank you, everyone, for joining us and have a good one.