Video at Every Touchpoint

Better нашей Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. I have around market, it can be sales and marketing elements, data quality, whatever and so, as the first search point is video and I can collect, tag and carry, I can spend the people over there to the right process. Silvian mentioned he was very nice and generous to share these links so you can find them in the chat for everyone who's joining us online and you can also take a picture because I'm assuming no one has time to write this down by hand. Next up we have a little closer to home but coming in from Sweden and representing Televox. Televox is a Swedish telecom software company with more than 3,500 users and their mission is to make customer communication as painless as possible. And to help create engaging stories. And create this painless communication they have Oskar Hjelmstedt who is their content producer. So please give Oskar a warm welcome to the stage. Hello. Hi. Thank you for the nice introduction, Emilia. Let's see here. Okay, that's me. So yeah, my name is Oskar Hjelmstedt. I'm a copywriter and content producer at Televox. And I want to show you a little bit about. How we're using video at the Televox. But first, what is Televox? Emilia gave you the lowdown, but basically we're a B2B software company working in telco and tech. We were founded 20 years ago. We recently had our 20th anniversary party. We have our headquarters in Malmö in Sweden. So just across the RSN bridge. And we're over 420 employees. Apart from the Nordics. You know. We have employees in France, Belgium, Spain and all the Nordics. But how do we use video at Televox? So, of course, webinars. That's why we have 23. Apart from that, you know, we have sales videos where our very great salespeople can send out personalized videos to the leads. We have product demos where we, as the name suggests, demo our products. That these are mostly and quite often recorded by our own in-house developers. So they get the personal feel in that, you know, the guy in the hoodie, this the one developing it. Here is, you know, showcasing our latest feature. We also have Televox Academy, which is an onboarding and training platform. One thing that isn't here on these slides is our Customer Story videos, a great way to showcase, you know, the benefits that we bring to the company. vets that we bring to our customers might be a bit you know more expensive to produce but they you know it's great value so right now I want to show you a little bit a webinar success story so in this spring as the name suggests we had spring school and that was basically a webinar series in six parts in Swedish and Danish for our for our customers from our experts so let's say you had you had a Eleanor in the customer support customer success she was the one you know that and amongst others other great people they gave our users the lowdown like the basic features of our platform and I want to brag a bit with some numbers I won't bore you too much but yeah our when we started this was 100 registrants however we averaged 500 registrants and that made me into a happy guy wait there is so yeah but don't take my word for it if you use 20 free you know that you get some great stats and that's what I'm showing you right here and yeah as you can see a great number of registrants and a lot of these people also attended. And of course, afterwards, having the videos on demand for 23, great way to get even more views and get people engaged and to really get the basics of our own platform. So yeah, our attendees, they enjoyed this. They liked that it was informative, educational. They had some very positive presenters and so on. So what's next for Televox and video? Well, we had spring school, but now we're gearing up for autumn school. And yeah, so we're taking the comments and the feedback that we received from spring school. And now we're taking it on to autumn. And they're looking forward to what's next for 23, too. So yeah, thank you for that. Thank you so much, Oscar. And thank you for the kind words to 23. That's always appreciated. I think we are definitely going to have to go back and discuss some of your customer feedbacks and your reactions, because I think that is super interesting to know more about. But before we do that, we have our next panelist, Casper Fried, also a dear ex-colleague of mine. He is based in Copenhagen. He is a digital strategist and a global enterprise sales manager. He works for the Martech software company Acutix, where he is responsible for moving global enterprises such as DHL, Bosch, Unilever, Volvo, into some of the mindsets that correlate with today's trends and opportunities. So please welcome to the stage Casper Fried. Thank you. Yes, hello. My name is Casper, and I work a lot with video. So being head of global enterprise, we talk to global enterprises about data governance, because at Acutix, we work with data governance. Before you fall off your chair, data governance can sound pretty heavy, but essentially it's the enabler of anything marketing that we do today, anything data. So video has really, as been said in the beginning, been the spark that kind of ignites the interest. So we can activate, a highly knowledgeable community, and we can get buy-in from stakeholders who are not really interested in data governance before they see what the actual thing is about. So today I'm going to share with you shortly what we do. I'm going to show you examples of a user journey, how we use video, and I'm going to show you how the two areas combine. So data governance and video in a very brief introduction. So we future-proof campaign tracking at Acutix. How do we do this? We do it by standardizing campaign tracking, so there's full ownership into your own tracking, into your own analytics, into your own data lakes. But we do this in a way that is being used consistently across any market working as a global enterprise. And that means in this day and age, compliance, this means data ownership, and it means that you can actually take decisions because you have a single point of truth directly in your stack. So no cookies or pixels, I guess that's what we are all talking about right now. How do we do this? And this is something that we talk to our customers about every day and share in video materials and all the things that we do. Just to give you an idea, now Amelia was so nice to mention some of our customers, but just this is the space we operate in. So please have in mind that what I'm showing you now is communication for these types of companies. All right. So video at every touch point, when we do it at Acutix, what we are very conscious about is like, how can we bring the right people forward? How can we inspire? How can we do these things? So when we do it in the attract phase, we do a lot of videos. So we do short videos where top experts share the knowledge, not evangelizing products, not evangelizing what they're doing, but evangelizing the problems and what we need to be doing. So when we go to events, when we invite people in, when we do webinars, we get them to talk about like, what can we do to change the status quo that we are all in right now? We do this in short form content, social media for the main part, we do it to grab attention. We measure views, shares, clicks, and, we put this into analytics. And we have 23 as an enabler for all this. And I will show you in a bit, some examples on how we do that. Okay, engage part. Now we move people from top funnel into our own channels. Now we can actually track who they are. We can create user journeys. We can create analytics around this. So we do a lot of different content. We have a knowledge hub. We have a lot of academies, but we do webinars and webinars has been a huge success for us in how we work. Because what we see is that it's an own content, part where we can get people to identify themselves and we can actually educate them and we can start engagement scoring. And as I will show you in a bit, we can actually start bringing data governance into this. So how can we get quick takeaways of who are watching, what channels are functioning the best, so we can spend our money where we get the right people in and where we get them to convert and delist them. 100% of our new customers have engaged with a webinar today. I worked with webinars and video before, and I think this is pretty impressive. We are very happy about this. And it shows that in our industry, this really works. Lastly, we'd usually talk about convert, but actually what we see is onboarding in videos works really well. And now we turn into long form content. We can do the onboarding. And when we do onboarding at scale for global enterprises, it's very seldom that everyone attends. So if we can just get some to attend, ask questions, then we can have it on video and be distributed in a closed environment to anyone. So when a new employee comes on tomorrow, they have the same onboarding as everyone else. This is working extremely well for us, and we can track everything on engagement. We can track everything on questions on what they do and all these things, and we can distribute it very easily so we can save resources on our end, but also make it available to anyone onboarding for that. And in this, we have a marketing stack of analytics, marketing automation that then feeds CRM, that then feeds like engagement that feeds all the funnel of how do people interact, what content should we do more of, what should we do less of. So essentially doing this, we have a full journey. We have a lot of touch points in between that we'll talk about later. But this is an example of a journey that we are using right now that works extremely well for all our customers. And then I promised you a hack. So a quick fix to this in 23. Is this. UTM tracking. Usually we want to bring this into analytics. This is what data governance is. Data governance is about where are which campaigns are generating traffic, where are they coming from? What do they click? Is it video? Is it? But in 23, we actually have a quick hack with two parameters. We can add more. But on UTM, we can simply add like, okay, they came from newsletters. They came from this campaign. We can now see the engagement. We can see who they are also because they identified themselves on the engagement webinars. And we actually have this in one flow. The easy way to do this is simply just after the question mark in your URL, we will have all tracking. We can add these two parameters. And here you go. All your marketeers can see where all signups for your webinars are coming from. Easy fix, right? If you want to know more about advanced, how we can do this, how we do it on full marketing setups, please feel free to download our guide. It's just a taxonomy setup guide. Okay. That's my intro. Thank you. I just have to take this opportunity to thank the. Speaker so much for their colorful introductions. Now I would like to bring them all onto the stage together with their chairs. They're sitting off camera in some speaker chairs and we're gearing up for a panel discussion right now. And we are going to lay out the customer journey and we are going to discuss how. You can keep a video touch point throughout. How can you succeed doing this? How can you reach the right people? And how can you create. That engagement? We've gotten a lot of good sneak peeks in the introduction. So I think this is going to be a very dynamic discussion. So pretty lined up. Yes. Excellent. How are you guys feeling today? Let's start with that. Good. Very good. Great to be here. Nice. It's not too warm in the room yet. So some fans, but yeah, we're heating it up for our online audience. We've had. A little bit of a heat wave in Copenhagen in the past days. So we're all experiencing this. Summer temperature and it's. Shocking, but we're enjoying it. So. I think we just have to jump straight into it. And I think one of. The questions that comes to mind at the very first is. We're talking about video at every touch point. We're talking about the customer journey and having the customer in the center of everything that we do. But how. Do you ensure that your video content is relevant and personalized? At every touch point? Is it? Is it even possible to think that you are going to be interesting to everyone that you meet that everyone that engages with you thinks that like, yes, this was made for me. How do you guys face some of these challenges? And I'm going to start by handing it over to Casper. Yes. Good question. And to be honest, I think the relevance part is the front and center for us and everything we do. The personalization part. Not so much in terms of our general broad communication because we need to scale this. We need to make it available. Personalization takes up a lot of time if we need to personalize every video touch point. Well, we've been using personalization has very much been in personal videos. So how can we activate the content that we already made? The relevance, however, is so necessary. So important. So the knowledge that I just showed you is about how can we get the real troubles that analytics people, that decision makers in marketing, that budget holders marketing are sitting with today? How can we talk about this? So right now, talking about pixels and cookies is very important to them because it's something that every boardroom talks about right now. So we have very much talking to the communities. We're very much looking at the market, seeing what's going on because it fits very well with our talk. And to be honest, if there are governance relevance is. We have a good, good, good advantage because when things go down, people want to save money and know where to save them. And when things go up, we want to spend more money in the right places. So so it's it's it's about presenting these opportunities for us. And what about you, Oscar? How do you, you know, make a call relevant for consumers? That's a very good question. I mean, to make it personalized, it's very much about the context, I'd say. But Casper, as you mentioned, with, you know, personalized videos, especially, you know, when sales reach out to a lead, a prospect, you know, for us, our sales development representatives, they get these very personalized videos, do their research on the on the on the lead. And yeah, you know, they say, hey, first name, you know, hey, Amelia, this is how we can benefit your company, so on and so forth. So that's one way to get very personalized. Obviously, if you need to scale, you know, depends on how many you are. But it can be tricky. That's one way to really make it hyper personalized, I'd say. Silvian, do you have any inputs on how you can create this consistency of relevance and personalization throughout your touch points? Yeah. For the first touch point, I don't want to be personalized because I will create short videos on all the topics I address. So and I will promote them in my inbound marketing strategy. But as soon as someone watch video, thanks to the tags and categories, I will understand what is interested in. Is it interested in data quality, sales, marketing elements, triggers, whatever the topic around marketing automation I'm talking about. And this is where I can use automated campaign to then drive him if he wants to a personalized nurturing program. And the key is to create as many personalized nurturing program as you as you have topics. Yeah. And what I really appreciate you guys outlining is, first of all, the no. Like, it doesn't have to be personalized at every single touch point because the cost might be too high. The complexity might be too high, which in turn just creates more barriers. Right. Getting started with doing video the way I interpret a little bit of what you guys are saying is when you're talking video content that's distributed from one to many make it relevant. You know, have webinars that resonate with your audience. And, you know, you're creating that. Of course, they want to consume your content because it's created for this target audience. Right. And then when you're talking maybe more communication that's directed one to one is when you have the time and the possibility to make it personalized and say, hi, Armando, I think this video content would be super relevant for you to watch and create that mix of the both. And maybe that would be the perfect potion in the end. So is there any. Specific touch point that you guys have in mind throughout the customer journey where you think that video just plays a significant role here and it makes the world of a difference. I could not have an equally successful touch point with another medium. Is there anything that comes to mind here? Yeah, I think for us, when we look at retention, I brought up the spring school concept. And I mean, just imagine like, yeah, if you're an audience, like, would you rather read a. PDF manual or would you, you know, would you get a great video from an expert telling you this is how it works? I mean, I think most of you would go with the video. So I think in that retention stage where you want to educate some customers in this case, customers that hadn't been that hands on in the system, you can show them this is the admin portal. This is how you work in the soft phone. Yeah. Not to get too technical. But I think that retention is definitely one way where you can, you know, video can make a big difference. Exactly. And because what you're trying to convey is actually quite complex message and very detailed nitty gritty in the process, it might not be easily digestible for everyone. Like video makes it a little bit easier, at least to consume than if someone handed me a 30 page manual with like, so here you go, this is how you do it. I would be like, great. I'll be done reading it in a week. And then probably lose interest in the product. What about you, Silvia? Do you have any specific touch point where you feel like video is just like superior to other mediums? Yeah. In my industry in France, I don't know how it works in other countries, but July is the month where you receive the bids usually for the project. You know, people spend two months putting down specification of what they want to market for marketing automation. And just before the holidays, because in France, you know, July and November. And August are holidays. They send you the bids. Oh, please answer that for the 15th of August. And it's, oh, my summer is crap. And you can either spend your holidays typing on your answer and reading your holidays. Or as you realize that all the questions are always the same, you prepare a video notary beforehand. And as soon as you receive the bid, you send the notary. And the people who will receive your answer will not read your answer because they don't have time. You know, everything will happen when you meet them. So just don't read your summer. Send a video notary with all the answers you pre-recorded in front of them. And you will make a big impact when you meet them. That's great advice because no one wants to spend their summer doing work that no one is going to appreciate anyway. For everyone who is joining us online, I would like to thank you. And I would like for you to share in the chat which months out of the summer is your holiday in your country because we have a global audience tuning in from all over. So it's just fun for us to have a look and see where summer actually is. Kasper, do you have any specific places in the journey or touch points that you have in mind? Yeah, I do. Like being in SaaS, one of the biggest challenges is actually not around the SaaS or what we do. It's actually about change management. So how do we get companies to adapt new ways of working and doing all these things? And as I mentioned briefly in the intro, onboarding has been a huge part of this for us that we had to do something that can be scaled, that can be pulled up at any time and be used. The same for change management in the top funnel when we do the interviews that we do, when we do knowledge share, not around products or anything but around problem and how we solve it and how others solved it. Because everyone is ready to, if you ask someone, can you share how you did this? Like we will share with each other. We want to get to know each other. And the better we want to move things forward. That has been a massive that we could never do in text because like how would we do that? Like send me two lines of how you best changed, managed your way into data governance. Would you click that link? I don't think I would. Depends on the time of the day, I guess. If it's after 5, maybe not. But if it's during work hours, who knows? No. No, but how do you then take and if you do, and I'm referring especially to Oscar's presentation here because I saw you have like customer feedback and reactions. Which I think is super interesting. So I would like to give some quick tips from all of you on how do you take, first of all, how do you gather feedback or reactions from video content? You know, how do you measure if it was actually good or bad? And do you, how do you apply that feedback and those reactions to develop your video communication further? Does it affect the way you produce videos or make videos or? Yeah, for sure. So in the case of, yeah, I'm going to hark on about the spring school concept. But in that case, we sent out a survey afterwards. And we're going to do that moving forward. So you have to get that feedback from the ones that watched it. You know, you got to see the nice comments, but the ones that were a bit more constructive, you know, were taking that forward to autumn school. And yeah, that's one way to iterate it. And then you get, you get it directly from, you know, from the ones that watched it. Yes, indeed. Surveys. Underrated can be used for a lot. Not too old school. Kasper, what about you? So you asking me about data? I'm trying to keep it away from data. How much time do we have? No, but really, I think video is a very powerful source because we have everything data, right? So if we do it the right way, if we tag it the right way, if you use the right platform, 23 to use it, we have a lot of data that we can actually integrate, as I showed you in our marketing automation, in our marketing marketing. Automation in our CRM in anywhere we do. So I think our customers tell us what we need to know. What is interesting? What do they want to sign up to? What do they want to engage with? What do they? So we use this. And to be honest, I think where we use it most and where we're looking into using it even more moving ahead is how can we take this data and place it in right funnel area to replace the right content at the right time for the right people? Because to be honest, we don't know when we created. We have ideas, but we don't know because. Like if I ask all of you, what is your biggest challenge right now? I would have. As many people here, different answers, right? It's about listening that we actually listen, that we look at the numbers. What what our audience telling us and that we react to that because I think that's taking them serious. And I think that's what they engage with. And we see great success doing that. Yeah, I love that. You're calling me out on, like, sneaking a data question into the session. I tried to cover it up with customer reactions or feedback. But OK. So. I think we saw right through me. Sylvia, how does your either data or measuring of the videos affect how you guys how you guys produce it? Actually, I got my feedback pretty quickly live because usually as soon as someone sees one of my video is. Is taken in the process and finally comes to my weekly session, weekly live session of support. So and then we can discuss. Oh, I saw that you saw this video. What do you think about? And one function here I really love for twenty three is that if someone tells me, oh, in this tip, you said something's not correct anymore because the functionality has changed or I don't like that or whatever. And I have to redo the video. You can replace the video without losing your URL. That's incredible for me because my video has everywhere and I don't want to search everywhere to replace the video. So I I redo very often my videos to update what I said. Even the feedbacks and this functionality has me a lot. I love that perspective because I think it everyone who has ever worked with a finance team, right? You know how you can be reprimanded when you go over budget. And I love that you state the improvements can be made also in the smaller tweaks and improvements by like, you know, you added certain pieces and maybe you edit the distribution channel or you change up the target audience. It doesn't necessarily have to mean that you reinvent the internet. But I'm a little bit sad to say that I think we're out of time for this session. So I would like to thank the speaker so, so much for joining us. Please give them a big round of applause. Thank you. Thank you. 0 Thank you. Thank you. Thank you.