Video Marketing Minute: How to Improve Inbound Marketing Data with Video

Hey, welcome to the Video Marketing Minute. This week we're talking about how to improve inbound marketing data with video. We'll specifically focus on using HubSpot, but these tips can also be applied to other marketing automation platforms such as Marketo and Peridot. It's no secret that video is the best way to tell our stories and connect with our audience. And in combination with marketing automation software, we can now measure our videos beyond vanity metrics, allowing marketers to gain deeper data and see who watched a video, when they watched it, and for how long. That's why we're covering four key ways that marketers can improve inbound marketing data with video. First, build lead-generating campaigns and sync leads with video. According to our State of Video Marketing Report, only 39% of brands are currently using video to collect leads, yet tools like Gating Videos is an effective way to capture contacts that get synced to your marketing automation software. A new contact will be created where video engagement data will be added to already identified leads that are tracked across your marketing funnel. Second, nurture leads through measuring lead scores and video engagement data. After the initial capture of a contact, it's essential to also set up lead scoring and engagement data for video behavior inside of your marketing automation software. This data can give marketers a more granular look into user behavior and allow for enrollment in workflows based on engagement. For example, if a lead watches 50% of a video, their score can increase by 5, and they could be enrolled in an automated email workflow that sends them additional emails with more relevant video content. Third, add video to emails. Including video in nurture emails is a natural next step for improved click-through rates, engagement, and ultimately conversions. In fact, we found that by adding a GIF to a marketing email can increase click-through rates by as much as 62%. Fourth, segment users based on video behavior and data. Doing so allows marketers to send specific content to users who've engaged with certain videos and place them into targeted workflows inside of HubSpot. Whether a contact is placed into a nurture or a personalized follow-up email, the ability to segment is key for nurturing prospects down the marketing funnel. In our state of video marketing survey, it was reported that 55% of marketers are currently manually tracking video metrics. By integrating video into a marketing automation software like HubSpot, the need for manual segmenting and nurturing users is eliminated. By pairing video and HubSpot, brands can measure video engagement, conversions, and ROI on their video content, all while using targeted outreach to nurture and lead score their behavior. It not only improves data, it improves every aspect of marketing campaigns. Visit this link to learn more about the 23 HubSpot integration.