TwentyThree x Marketo Launch Event

Marketo platform. We are extending the support of 23 to Marketo to bring the best video marketing automation capabilities to the Marketo ecosystem. And lastly, we're happy to be announcing some key launch partners that we're working with to really bring the field of video marketing forward in this space. But first, a quick little state of video and state of the video marketing platform. So as all of you know, video is the key. We all know it. If you have kids, you know they have a very different behavior around media and culture. We know it due to the way it's already changed, how we communicate, how we live, how we market, how we connect with our customers. We can all connect and get into that meeting room or into that office where it feels like almost being there. The full bandwidth of all the emotions, the sound, the body language of really connecting the brand and engaging with it. So obviously at 23, we're incredibly excited about this. We see it as a paradigm shift from textual to visual communication. It's been going on for the last 20 years. It'll keep on going the next 20 years also. It's a very profound shift. When we look at marketers, when we're tracking video as part of the overall engagement, we're already seeing a lot of customers that have above 50% engagement being video-based at this point in time. Not many marketers actually track the number. So when we look at video, we still see a lot of preconceived connotations and a lot of marketing reality distortion in it. People often still say in presentations, video should be 90 seconds long. We don't have any data backing that up. Actually we see it the other way around. Across our total customer base, the videos that get above 50% of the engagement is the videos above 30 minutes long. It's a rule that's totally wrong. For running video on Facebook, it might be the correct rule, but that's a very distinct. So all the best practice and skill sets we're really seeing in marketing in general, we sort of distort it. We play by different rules. So when we look at it and ask people about how important video is, video is always the third, fourth, fifth most important thing marketers claim. But when we look at the space and the amount of the customers that actually have a video marketing platform, it's at the level of 5% market adoption. So we have this interesting paradox in video that it's one of the core elements. It's the main driver of engagement, but people are still not using platforms and tools to do it. And that's really sort of the gap we're trying to close at 23. So two years ago, we defined the market category of video marketing platform and launched our product to really change that, to bring video up to the market level that you're used to from all the other tools and all the other methods you're working with. So at this point in time, we're seeing a great product market fit with the video marketing platforms. It's really sort of becoming essential now. You can run your video everywhere on all the social platforms with the product. You can run video on your own websites, inbound, email, video hops, et cetera. And you can connect it together to your marketing automation system to be able to track all the engagement on an individual level. And you can run a lot of events and other areas around event and live marketing. So in general, we're seeing the category really breaking through now. So that's also why we started really working together with some of the best marketing platforms out there. So today, we're incredibly excited to be announcing the 23Macheto partnership. Macheto is a true pioneer in marketing automation, sort of having basically defined the field and led the way for a long time. That's what we're trying to do with video marketing. So obviously, we see a strong connection there. And we can't wait to bring all the capabilities to the platform. So to tell a little bit more about Macheto and the partnership, I'm very happy to be able to welcome Director of Business Development at Macheto, Jamie Lewis. Thank you so much. Good to be here with you. We're very excited about the partnership. And really, video, I've been researching video quite a bit lately. And I was reading an article written by Facebook. And they think within five years, Facebook will be 100% video all the time. No more pictures, no more text messages, just video. Another great fact that I've heard recently is that YouTube is the number two search engine in the world. So people are searching for video. Video is so important, so core to what everybody's consuming every day. I know every day, I'm looking at great videos, interesting videos with great content. And that's the way I spend my free time a lot of times. And so that's why when I heard about the opportunity to partner with 23, I was so excited about that. Because we need great partners in this space. Because Macheto's marketers, the more that we can provide for them, the better. And so before I keep going, I kind of want to tell you a little bit about Macheto. We're the engagement marketing platform. We were built for marketers by marketers. So every day, we eat, sleep, drink marketing. And that's all we do. And that's what differentiates us. We have competition out there. They do a lot of different things. So marketing is not their core focus. Or on the other spectrum, we have smaller competitors out there, and they can't scale. The way Macheto does. And really, at its core, Macheto serves as the marketing system of record. We're the data. We keep all the data, all the demographic data, firmographic data, and activities. And last year, Macheto processed 400 billion marketing activities. So that's just mind boggling, really, when I heard that stat today. So that scalability, we just keep growing. And so everything that you do at 23 is really important. All of these videos, we need to understand who's clicking on them, how long they're watching them, what are they doing, are they interacting with those videos, and that's really key. So with Macheto, at the core, is that system of record. On top of that, we have three engines. We have the orchestration engine to kind of coordinate our activities across channels and across tactics. We have our AI engine to kind of create more personalization, hyper personalization, as we communicate, and the analytics engine to actually understand and provide insights into what's happening. On top of that core platform, we have all our apps. We have channel apps, like email and text messages and mobile, direct mail, all those different channels. And then we have sales engagement and AI and different types of apps on top of that. But we can't do everything for every marketer. We have a certain core capability. And so to extend that capability, we need to partner with great companies like 23. So we've created a marketplace called LaunchPoint, where partners like 23 can integrate with Macheto, can access our customer base, and can co-market and co-sell with us into the market. So we can create great solutions, best of breed solutions, that will out-compete these suites and other products out in the market. And that's really what our goal is. And so with this partner program, we can do great things, like do PR, and we can do events and webinars and videos with 23 and really sell that solution in the marketplace. So that's it about Macheto, and I really appreciate you taking the time to be here and to, we're really excited to partner with you out going forward. So thank you. Thank you. Thanks, Jamie. We're incredibly excited about working with you guys and really driving the video marketing field ahead across the world. So at 23, we're product people at heart. It's what we do. And we believe the video marketing platform category is being reinvented by actually doing product innovation. So today, obviously, we don't only want to announce the commercial partnership, but also really, we've been working for a very long time on extending and building the deepest integration there is in the video space to really bring the video capabilities of Macheto to a whole new level. So to give you the lowdown on that and a quick rundown of all the exciting things we have and why it is the deepest and best integration there is, please welcome co-founder and CTO of 23, Stefan Christensen. Thanks, guys. So I think what Jamie says is crucial, right? The marketing space is about these three core things. It's about data. It's about leads and about content. So when we think about marketing automation, it's not really about kind of just collecting data. It's about this whole journey. And when we're collecting the different pieces of video marketing and even marketing automation, we're looking at how do we get leads? How do we enable journeys? How do we send the right emails at the right time? How do we segment? And how do we actually build video into all those different core pieces of how best practice marketers working today? And one of the reasons why we're so excited to be working on the Macheto platform is literally because we do much better when we work in an ecosystem that's mature to a point where we can actually put our best foot forward, where we can take all the capabilities of the 23 platform and embed and enable for the marketer to be using that in their everyday lives. So I'll show you some of those cases just on how 23 integrates into Macheto and showcase basically how deep the integration goes and what are some of the opportunities that can be run from there. So first of all, obviously, 23 allows you to convert leads with video. And this is a core part of what we do. So at its core, we serve a lot of videos. But we also enable you to gate those videos in different ways. And this is not like simple gating where you fill in the same form every time at the top of the video. You have a lot of different options for feeding the real-time data for those leads through the entire ecosystem. You have a multi-stack. But you can also do stuff like conditional gating. You can do progressive profiling. And one thing I'm really, really stoked about that we've been able to do with Macheto is two-way sync. So two-way sync is this idea of having tracking done directly in the video player, meaning that we never lose track of the lead. We never end up in a situation where the video player loads and we don't know whether that person is converted at the time of the load. So that's a small distinction, but it's a crucial one, because it means that we don't need to gate people that you already know. And that's, for marketers, it's a small distinction. But it changes the entire dynamics of what conversion rates are. Because if somebody's already converted, we can start based on knowing that he or she is playing this video, engaging with this piece of content without having to run a second conversion or a third conversion as we're doing this progressive profiling. And another thing is that these gating opportunities, they work for embedded videos as well. So don't rely on being embedded on your own pages. So I just want to reiterate that what we do with Macheto on video and gating of content and basically doing lead generation is you control which content to gate and how this profile is being built progressively. Or otherwise, you never need to ask twice for the same conversion. And it works no matter where you embed your video. So you don't have to run it on a specific landing page. And most crucially, all that data, it lives in Macheto. So we make sure that every video playback flows directly into Macheto in real time. And when we do conversions, that's the same thing. We augment the profiles that are already in Macheto using synchronization of cookies with a two-way sync functionality. We do deep integrations on custom activities, custom lead properties. What we do when we know a video is playing, then we synchronize literally all the data that's available about that video. That's the title, that's the category, that's the user journey thing, knowing whether this is a top of funnel video, a conversion video, or a loyalty video. And we enable those things to be running triggers and actions in a full integration with Macheto. So it means that data is coming in real time, whether for call to actions, whether for playbacks, or whether for conversions, flowing directly into the activity log in Macheto. We run native triggers, actions, and build smart lists directly in Macheto using this data. And not just the fact that somebody watched a video, but literally knowing how much of this video was watched, which part of the video, what kind of video was it, and then triggering flows around that. And we even do advanced video engagement scoring to a point where we know not only that somebody watched video, engaged with video, but also have the ability to be tweaking what is important to the marketer. Do you want people to come multiple times? Then that can augment your engagement scoring. So I said something about data being important, but tools is also important. So when we think about video, and I want to show you a few examples of this, when we think about video, it's all about just having data be available, but also having the tools to enable video to not, as Thomas said, just be put into an email, linking off to YouTube, and not getting the data feedback. So email is a really crucial source. We know that when there's video in an email, that email converts at 62% higher click-through rates. Basically means, if you have a video in your email, people are 62% more likely to click that video. So we've built really simple tools that make it possible to take a video, embed that back into your, a Marketo email system, with a simple drag and drop, or copy paste, and we even built in this very cool video thumbnails, live video thumbnails, that go directly into Marketo. So this is a very simple way of showing, not just a thumbnail, but showing a crucial part of the video with a branded play button, really to get that conversion rate up. This is such a simple thing, right? It's like everyone wants to be doing this, but it's been pretty hard, and that's also why you end up taking the lazy approach and just linking to that YouTube thing that already exists. So we wouldn't want to challenge our Marketo marketers to be doing more, to be getting the engagement rates and the conversion rates up on the things that are already being done. We are integrating natively into video landing pages. So again, this is a case where the video already exists, but we want to have a way of linking to it, where we want to optimize the SEO around it, and obviously we want to make sure that the data is fed from those landing pages, from that engagement, and back into Marketo and running engagements. Something I'm really excited about also enabling with our Marketo integration is our new Accounts product. So Accounts is for marketers to be showcasing kind of all the stuff that they do to the rest of the organization, meaning that all the customer-facing people in the company can see all the videos that are being played by leads and by customers, and started to use that as engagement sources, both for companies and for those leads as they're engaging and playing video. So Accounts is a new product for us, and what it does when it integrates with Marketo, it means that all the video Marketo integrations is available to the customer-facing organization through a simple dashboard in 23. So these are a few different examples of how we've taken the challenge of making sure that video builds natively into the APIs of Marketo, and really taking the challenge seriously and about not sending a few events, sending a bit of data to Marketo and calling it a day, but really making sure that we integrate natively into all the different flows of how Marketo marketers are working. And I wanna showcase this one as well, because this is how we really see it, right? It's not about doing a few things and calling it a Marketo integration. So when we're scoring against the rest of the market, we can see that we are actually doing transformative things here that, yes, it's about getting data and getting two-way sync and making sure that data progresses nicely, but for us, it's also about making sure that all the tools that marketers are already using are also available to be used in Marketo. So I wanna showcase one of our early customers on Marketo. So Branch is a mobile messaging startup out of San Francisco. They've been using the platform for a while, and what they've been seeing so far is they're getting a 53% conversion rates on gated videos. So if you know about conversion rates, you're usually kind of tweaking between two, 4%, maybe five. On standard forms, these guys are converting more than half the times when they show a video to people. So I'll show you a quick case here. Branch is actually a linking platform that helps large brands unify experiences across different channels, different platforms. So imagine one link that works everywhere. So when you click on a link in Airbnb, for example, if you're sharing a house and they use us, when you click on that link, our links detect if you're on iOS or Android and takes you to the right content. We also have a lot of events that we do out there. So we have this huge mobile growth community that we started. We have, I think, 25,000 members around the world. We did 120 events last year. So video is important for us because we want to capture all the learnings from these events and help others get to these learnings. So we were using video before. We would just create a video and then we would upload them on different platforms. But the only thing we kind of, we would go to each platform to get the views. So to get the views on how it is, how did this perform on Facebook, how does this perform on YouTube. We didn't really have a central repository for our video and we only put video on social platforms. So we didn't have a place to take people to come and see other videos. One, it gave us one spot where we can send people and gave us full control over our video that we didn't quite have before. It was a very fragmented ecosystem and we worked on it, but it wasn't ideal. And two, it's really helping us by providing us one place where we can look at all this data, understanding which videos are performing better, and also how video is actually influencing our sales pipeline. So it's really an awesome tool. As the way we learn has been changing, video is becoming a more and more important way in which others learn. And we're seeing that, and we're seeing our video content start doing better and better. Video is very important because it kind of fits in and goes to a very different segment than writing and blogs do. So it's important to have both. I wouldn't say that video solves all problems, but I was saying if you're just writing, you will leave a big segment of your potential customers out there. We actually created this thing called the Mobile Growth Handbook. So we went and took learnings from people in the industry and built this awesome repository of information that we shared and became one of the best pieces of content that we put out there. And we wouldn't have been able to do that if we didn't record and have videos of all the Mobile Growth Meetups that we did. So because we had recordings, we actually had one of our interns who helped watch all of these recordings and took the most interesting learnings from all of them and put together this awesome handbook that ended up becoming viral and got, I think, 150,000 views on slideshare. It was one of the best pieces of content that we did. And it was really us going through the videos that we had recorded and getting the things that people reacted to the most and people found the most useful and put them in one piece of content. So that's Branch. So we're incredibly excited about the early results that customers like Branch have already been seeing. So the 23Marketto integration really brings the video capabilities on the Marketo platform to a whole new level, as Stefan just showed you. We'll continue building that, and our commitment is at all times to have the best and deepest integration for any marketer on the Marketo platform. So last up, we wanna announce our agency launch partners for this new Marketo partnership and integration. So when we start looking at really having, in many cases, doubling the amount of engagement data you have, there starts being many questions. How do you do attribution and video? How do you change your lead scoring? We've seen a lot of customers starting to use a video marketing platform realize their lead scoring was totally off because they were missing half the engagement data. So how do we start building on that? So obviously that requires a lot of contextual analysis of the individual customers. It requires building and working with the customers to get them on the journey and to bring video marketing up to a different level. So we're incredibly excited today to launch our agency launch partner program on the Marketo platform, together with three of the pioneering Marketo partners. Lead Fabric, the pioneering marketing automation agency in Europe and a very early Marketo partner. Success Flow, one of UK's leading marketing automation agencies, and JTF Marketing in Spain. We're so happy today and lucky to have one of the partners here with us today. So we would love to invite Adam Doar from Success Flow to give us a little story about how they view Marketo and video and how they're working with 23. Please welcome Adam. Yeah, hi. So I just want to talk a little bit to begin with about kind of why we've partnered with the guys at 23 and the first thing obviously helps that they've integrated into Marketo. So we're a Marketo agency partner. So clearly that was the kind of first point. But I do want to touch upon the integration point a little bit and Stephen stole my thunder a little bit, but he sort of brought that diagram up before about how it integrates. So it's talking about all of the different functionality and from our perspective as a consultancy, integration is a word, right? I can connect two systems, that's kind of easy, right? But actually thinking about what points I want to integrate and how I want to integrate it and thinking about what the customer, our joint clients actually want is the less easy part and I think that's what 23 have done themselves. So that's certainly the first point. The second point is, you know, we've, and if any of you were at the partner day yesterday, one of our competitors in the US, we're talking about their alliance program, the guys at Demand Gen, and we're kind of thinking about that in the same way that we think that, you know, marketing automation is absolutely a core part of what we do and what our customers require. However, marketing automation is specializing in one, a number of key areas, should I say. Whereas when we're looking at something like 23 and some of the other partners that we're looking to, looking to partner with or have already done, it brings another channel into the marketing programs that we're running. You know, the word channel actually is a little bit misleading. Video is a channel, right? But I think that another key reason really linked to that is 23 is so much more than just a channel, in my opinion. It brings in all of the other things that we're talking about. So again, Stefan touched upon thinking about how we're going to generate leads from video, how we're going to score. So again, building up that profile on someone and they might interact with the PDF. Brilliant, okay, we've been doing that for a long time. But actually, how long they've watched a video for, we're going to score that based on their interaction and it brings that into it. So it's more for me, the 23 platform is more than just a channel, in my opinion. I think it ties very nicely into what we're doing. So onto what we're kind of thinking about at Successflow, we have kind of two types of customer really. One is a managed service customer where we're essentially just an extension of their marketing, or I say extension, their whole marketing team in some situations. And again, for us, for that type of client, it's really more of a numbers game. So we are KPI'd on generating a certain number of leads or a certain number of MQLs for salespeople. And we're looking to branch out and think about that kind of tech stack that we want for our clients. And so therefore, we're feeling, and you guys brought up the figures there on screen before about how engaging video is. So we're looking at a wider picture and thinking about how we can use different mechanisms to generate those numbers. On the other side of it, we, and it's probably the majority of our clients fall in this kind of pot. And that's on the consultancy side. So we are looking to build a technology and a MaTec stack from a more strategic level for our clients. And again, we see that thinking outside of just the marketing automation platform, obviously Marketo being the core of it, we're tying in something like 23. And the third reason I wanna touch upon, excuse me, is people say this, and I don't know how many different keynotes I've been to, but buyers' expectations are changing and I think will continue to change. And when we're thinking about what those expectations are, they expect now, I think, a certain level of interactivity and a certain level of trying to stand out. And I think video kind of brings that into what we're doing. And I think all of us, Marketo, 23, Successful, we're always trying to think about what the client expectations are because essentially that's how we all make money, right? We wouldn't if we weren't meeting those expectations. PDFs and white papers and eBooks, still for me are a core part of what we do for our clients and I don't see that necessarily being something that's gonna be killed off, but I just think it needs to be complemented by something like video. And I appreciate, I'm doing this from the States, so it doesn't necessarily affect some of you guys here as much, but GDPR is coming in Europe in, what is that, three weeks' time. And again, a lot of our clients are looking around email as being their channel and that can't happen from a lead generation perspective as much come the 25th of May. So again, we're looking at different channels and different mechanisms to interact with our clients. Again, video being a key aspect of that. I'll hand it back over to you guys. So thank you very much. Thanks a lot. Thank you. So we're very happy about working with three such skilled partners already now as part of the launch and we'll keep on extending for other regions some of the best marketo agencies out there to really help bring the field of video marketing ahead. So to sum up today, the 23 marketo launch as the video marketing platform category is maturing as it is becoming an essential part due to the significance of video and the significance of the engagement of video, we're very happy to be working with marketo and to drive the field forward. The 23 marketo integration takes the video capabilities on the marketo platform to a whole new level and we're working with some of the best agencies out there in the world to really bring the field forward. So that's the marketo launch. Obviously we've been working at this for a very long time, above a year on the product level. So how about we can end on giving the whole 23 team a little clap, would that work for you guys? Okay. Thank you.