TwentyThree Summit 2025 | Keanu Taylor, The Martech Weekly

As global head of research, as the Marketech Weekly, you bring over a decade of experience in marketing technology. What do you think are the key challenges that marketers face when integrating video in their Marketech stack? Yeah, we were talking about this at the stage back there. I think only 21% of companies have integrated their video marketing stack or platform into their Marketech stack, which seems like a really, really low number. But I guess the challenge is always, you know, part of it is education. So I think there's probably a lot of people out there who just don't have the knowledge. They don't realize the benefits of integrating video more closely into the Marketech stack. So, you know, with the TwentyThree platform, I just went and got a demo and someone was showing me all the data that is captured through video. So it's not just how many times someone plays a video. It's, you know, watch time, heat maps. Where did they drop off? Where did they rewatch the video? Yeah. Which section of the video did they watch? So there's all this information. Which tells you something about your customers. All the information you collect is not just for the sake of reporting. You know more about your customers. You can personalize other communications. So it's sort of taking the data and power of video and then applying that to CX more generally. Because I think once people understand that, they go, oh, there's all these opportunities. There's all these different ways I can be using it. Do you have further recommendations that you would give to upcoming marketeers into how to integrate video into their Marketech stack? Building a proper content supply chain. How video goes from a raw file to something in front of a customer. There's so many things that can happen in between. You film the video. You have to edit it. If you have any needs around localization. Do I need to change the language? Add closed captioning? Do I need to cut it up, slice and dice? How do I activate it? You have a lot of companies who will think of video as just a format. So I think definitely maturity around understanding that. That content supply chain is a big tip for the businesses. As you were speaking, I thought on, for example, in smaller companies that have limited resources. Often the supply chain is all operated by the same person, right? But is it still super helpful to see the process in different steps? Arguably, that makes it more important to productionize their content supply chain. And you see lots of cool tools. Even I was watching the webinar six weeks ago. And the webinar six demo this morning. You've got the capability to record a webinar and then chop it up into a blog post, social media post. It's so practical. For a small business, that's gold. Because they don't have the time or the money to sit there, write a blog post, write a social media post. And there's technology like that, like these content engines that are just making it a lot easier for them. So although budget is always a consideration. I would even argue for the small businesses, it's even more important. Yeah, that's lovely. And this year's theme of the TwentyThree Summit is the human side of digital. What does that mean to you? That's a philosophical question. I think at the end of the day, it means that video is this opportunity to have someone's face there on the screen. We're all conditioned over millennia to look in someone's eyes. And have a conversation. Video is the only format that can actually do that, right? There was a study done about how people retain information watching video, looking at images, and reading text. And there's 90% more recall for when you see something in a video versus when you read it in text. It's just more engaging. At the end of the day, if video doesn't build human connection, then there's no point in the scale. It doesn't work. Thank you so much, Keanu. It's been a pleasure. Thank you so much.