Webinar: The Marketers Guide to Integrating Video Into HubSpot & Improving Data

Hi everyone, welcome to the webinar, The Marketer's Guide to Integrating Video into HubSpot and Improving Data. My name's Kate and we're super excited to have you today. Just wanted to go over who the speakers will be. Myself, I'm the Community Manager here at TwentyThree, and my colleague Todd, who is the Head of Communications and Storytelling here at TwentyThree. Just to go over a bit of housekeeping before we get started. If you have any questions during the webinar, please feel free to tweet either myself, Todd, or at TwentyThree, and we'll get back to your questions as soon as we can. And just to let you know, a recording of this webinar will be sent to your email after the webinar has ended. Just to go over what this webinar will cover. We're focusing basically everything all around HubSpot and video. We're going to be covering how you can build lead generating campaigns through video and sync leads into HubSpot. How to nurture those leads through measuring lead scores and video engagement data. How to use HubSpot in conjunction with video content. And lastly, how to segment users based on their video behavior and data. I'm going to turn it over to Todd and we'll get started. Thank you, Kate. Hi, everyone. As Kate mentioned, I'm Todd. I'm the head of communications and story here at 23. And I'm going to talk a little bit today about how you can use video inside of HubSpot kind of in the context of a marketing funnel, right? And amplifying your inbound efforts. So this stat is often repeated by us here at 23, but we think it's a very important one for really starting to think about how important video is for marketers. So by 2021, 82% of website data is expected to come from video. And that's according to Cisco. So four fifths of all website data will now come from video. Yet a lot of marketers are still measuring views and shares when they should be measuring engagement and conversions and attribution and data surrounding video, just like all of their other traditional marketing channels. Instagram kind of sets the scene a little bit for the state of video a little bit in 2018 that a lot of marketers know the qualitative things about video, that it's good for communication, for storytelling, for making a human connection with your users. But what's often forgotten is the quantitative side, which is what we'll talk about today with HubSpot and how you can actually use video data. But that the quantitative side of the marketing funnel and lead generation conversions and being data driven, those are kind of forgotten in video. And when you intertwine them, you get video marketing. But right now, like I said, there's a huge discrepancy between the qualitative side of video and the quantitative side. And ideally, we'd like these circles to be the exact same size so that just as much attention is given to measuring and to using video across the entire marketing funnel. So right now, the majority of marketers are only using video at the top of the buyer's journey. So whether that's Facebook or YouTube or Twitter, video is kind of used as an afterthought a little bit. Instead of being used across the entire marketing funnel, like a webinar or product video, and truly measuring the engagement and the conversions of those tactics. So kind of the goal today is to show how in HubSpot you can use video across the entire marketing funnel to truly measure its impact. So a few pain points that I want to cover before we actually dive into the HubSpot integration and what you can do with HubSpot. So the first thing is, are marketers properly measuring videos through the funnel? And this question is always a resounding no. It's typically measured by the equivalent of decade-old vanity metrics like clicks. So a lot of marketers and organizations measure the amount of plays or views or shares, which you should still measure. They're important, but they don't tell the whole story of video. Where you truly get the sense of if a video is working is when you get into things like the engagement, the conversions, and the leads generated from video. So for example, on HubSpot, if you had a product video, you could see that a certain user watched 75% of that product video, and you could see that, okay, it resonated pretty well. So these are the metrics that are actually important. And you can do all this inside of HubSpot, actually. Another pain point is that marketers are stuck kind of on a platform or two, whether that's Facebook or YouTube. They're kind of stuck on their ways with where they distribute video to when they should be running video everywhere. So they still have the YouTubes and Facebooks and Twitters of the world. But also think about Instagram and then blogs and embeds on your website and video hubs, which is really where you can get that concrete data inside of HubSpot. So another pain point that I want to talk about so that you can measure inside of HubSpot is that you don't want to drive users off of your website, especially to something like YouTube where you can't control the user experience and where you can't actually measure the engagement that you're receiving from the the videos that you've invested a lot of time to produce. So by keeping them on your website and not pushing them, you keep them in your marketing funnel and you actually get to measure that data inside of HubSpot. Again, I'll touch a little bit on this later. You want to keep them in your marketing funnel. So this is an example of Branch who, instead of like GoPro, who sends their users to their YouTube channel, Branch has built their own video hub on their website where they keep the users there and they can control the user experience and present new content to them. So the other, one more pain point is that you don't want to drive users from emails to YouTube either or to a Facebook video or anything not on your website, really. You've just said, for example, send an email to 100,000 email recipients, but you don't want to send them off to YouTube where you can't control what they see. You get weird search results. You don't get attracting engagement into behavior and keep them in your funnel. And then lastly, which is very HubSpot specific, is that if you're not using video, if you're not tracking video on your website, your lead scoring and attribution could be off by 50%, which is pretty astounding. Like I said, by 2021, Cisco predicts that 82% of website data will come from video. And right now, it's more than half. So if you're not measuring that video, that video, that engagement, you could be missing out on lead scoring and not properly attributing like sales or any KPIs that you have. So this kind of leads me to my last point of why is video treated differently? Last point before we dive into HubSpot. So as you can see, we're kind of on a mission at 23 to bring video and video marketing into the tech stack where it's properly measured and sending that data to the rest of your tools like automation. But video right now has been treated differently. It's measured on views and plays, which would kind of like be having a CMS and only measuring on people who have landed there, not the average time that they spend on your website or what their actions are after they've clicked on a CTA. And same with email marketing, it would be like ignoring a click-through rate. So video has been treated differently, but it's time for that to change. And it's slowly been changing. And starting with HubSpot is kind of a good way. To see how video can be integrated into your tech stack and how it can be used across the entire marketing funnel. So this is a quote from Scott Brinker that he told us. He said, I think this is a really exciting time because there's so much happening in video. You know, this ability to really think about integrating video, not just as something static, but something that's really integrated into the experience. We interact with it. I'm very excited about those capabilities being integrated into the HubSpot platform through the ecosystem partnerships. So that leads me into breaking down a little bit about how 23 actually works with HubSpot and how you can view this video data and how you can lead score and set up workflows and even use it within email. So the first topic I want to cover about HubSpot and video in 23 is putting collectors or forms on top of your videos, whether that collector is at the beginning or in the middle or at the end So we're going to talk about how you can build a video content. So we've actually seen this increase leads by 50%. And we have a pretty cool example from Universal Robots, who's a startup in Copenhagen. They had a ton of cool video content and they were kind of brainstorming how they could actually utilize it and get real results from it besides maybe 10,000 views on YouTube, which wouldn't really tell them much about how it was actually performing. So they decided to put collectors on a lot of their videos. And this is a quote from Christian, the digital marketing specialist at Universal Robots. And he said, Now we can actually measure and we can lead score on engagement. And we can capture the contact details from the video viewers. Within that first month, we saw that 50% of all contacts generated came from video collectors. So half of their new leads and contacts came from just simply adding a form on to a lot of their already engaging video content. And then they were also able to send that into into HubSpot where they could nurture and lead score based on on their video behavior. So there's kind of a concerning stat that we have from our state of video marketing that only 39% of brands are currently using video to collect leads. Even though as we've ged before that the the majority of website engagement comes from video. So it's very important to think about your strategy and how you can collect leads on your videos, but then also send it into HubSpot and truly engage them with more video content. So this is just kind of a breakdown of what details you can see inside of HubSpot. So we actually have a two-way sync that if someone's identified inside of HubSpot, they'll also be identified in 23 and vice versa. So they talk to each other. So we won't ask twice for someone to fill out a collector, but we will get their engagement data as they watch more and more videos. But things you can see are email, first name, last name, similar to HubSpot forms. But then you can also see which video they converted on, the title of that video, the tags, if it was a live event. And as you can see here on the left, we break it down even more, which we'll cover a little bit later. So outside of collectors, you can also add actions to your videos. You can put CTRs. You can put CTAs on them. On YouTube, they were referred to as annotations, but we call them actions. So like a CTA, if you want them to read a blog post that's related to the video. And these can also be tracked inside of HubSpot. And you can use that data to put them in different lists and different workflows or even do personalized outreach. For example, this is a video of Rand Fishkin, and we inputted one of our blog posts called Six Steps to Mastering Video SEO. We could see inside of HubSpot if someone clicked on that link. We could do personalized outreach, whether that's an email or phone call, asking if they had any more questions about video SEO. So it really helps you have a full funnel focus and to reach your customers in a personalized way. The next step after collectors is to improve your lead scoring and engagement data. And so this is kind of a wordy slide, but you're able to see all the things, all the video metrics and engagement data that you can see inside of HubSpot. From 23. So for instance, for a certain contact, you could see the number of videos played, the number of total playback time, the engagement score, the title. And then you can also see heat maps of like the percentage of a video they watched or how many total seconds. So there's a number of things that you can see when you integrate video into your HubSpot account and allow you to customize and to lead score and to automate workflows. And so you can. Let me go back real fast. So you can lead score a little bit based on these numbers too. So for example, if someone has watched 50% of a product video, they would get 10 extra points on their lead score. And I think that's really important for marketers to segment out which videos are worth more. Just how you do with a landing page or a demo request. It's just as important to do that with video because it is so much of your website engagement. Excuse me. And so moving on a little bit after you've lead scored and you've customized what points they get for each behavior with video, you can actually put them into different nurture campaigns and properly segment those users. So inside of HubSpot, you can see what videos are being watched for how long, when, and by whom. And so that's really important because you can put them in. You can add users to new lists. Where they're enrolled in an email workflow to get more product videos that they've been interested or that they've been watching. You can name customize the name of the list and you can set it by the video view property. And then you can make sure that they're receiving the content that's most relevant to them and putting them in these lists allow you to put them in new workflows. So 55% of marketers are currently manually tracking video metrics, which is a pretty astounding thing. That more than half of marketers don't have a platform to actually see this engagement data and even have the option to integrate into HubSpot. And that's kind of the mission we're on at 23 to change that and to bring it into the tech stack. And then the last portion of kind of the HubSpot integration with 23 is combining email and video to improve click-through rates. So in our Web Online report last year, we found that by just simply including an animated GIF or a thumbnail inside of an email, you can increase your click-through rates by 62%. And all of this can be done directly inside of HubSpot. Whether that's adding a trackable HubSpot GIF inside a workflow where it's five emails over a period of six weeks. Or if it's a personalized email to a sales contact. We integrate our video. Our thumbnail and GIF and video options inside of HubSpot as well. So that marketers can optimize their click-through rates and the results that they're getting from email. So just to kind of close out, I wanted to share a quote from Kip from an interview we had with him a few months ago. And he's the CMO at HubSpot. He told us, video is the way people want to hear stories. And it's the stories that need to be told. Especially if you're a B2B company, you can have this really complex, challenging story. But video can often communicate really simply and really well. So it kind of wraps up the original Venn diagram that I showed. Scott Brinker talked a little bit about the qualitative side. About using video. Or excuse me, the quantitative side. About using video for using it in the funnel and being data driven. While Kip talks a little bit about the other side of video. That it's very good for storytelling and that it's very human. And this is the key, is intersecting these two things. And by using a tool like 23 and HubSpot, you can intersect into video marketing to be truly data driven with it. To collect leads, to lead score, to set up workflows based on video behavior. And then lastly, using it with email. And so we have a few key takeaways that we hope you get from learning a little bit more about HubSpot. Learning a little bit more about the 23 and HubSpot integration. So by adding video data inside of HubSpot, you can definitely be more targeted when you reach out to a user. So like I said, you can send it to your sales team to show that a certain prospect watched an entire product video and half of a webinar. So they're very engaged. And you can automate lead scores based on that. And so they can see exactly what their behavior is. And if you're not doing this, you're missing half of the activity that they're doing. And that could be very crucial for actually making a sale and getting them on your website even longer. So take control of the user experience. So whether that's building a landing page that features a few videos that you can test out or a video hub. These inbound pages can help you take control of the user experience instead of sending them to like a YouTube or a Facebook. Or somewhere where they want them to stay on their platform. Instead of coming back to you. You've just captured this user whether it's through paid or organic or SEO. And you want to make sure that they stay on your website for as long as possible. And that you're measuring if it's actually working that they're staying on your website. And then lastly, one of our key takeaways is to measure beyond vanity metrics. We've touched on this a lot. But views and shares tell a very small part of the story for video. And we want marketers to see when the video was watched and for how long it was watched. And what they can do about it. Can they automate a workflow to that person? Can they send them more personalized emails? So whatever it might be, just measuring beyond vanity metrics is so important in 2018. And so that's all I've got for this portion about the HubSpot 23 integration. I'm going to pass it back over to Kate. Great. Thanks, Todd. So with what Todd had to say, as you can tell, there's just such a huge opportunity for marketers to be able to do that. And there's a huge opportunity for marketers using HubSpot to gather more data and make smarter decisions with video. And so we're sure that you probably have some questions for us. And we are more than happy to answer them. So do please tweet us. Our handles are up on the screen there. And we'd be more than happy to answer any questions that you have. And we also just want to go over a couple more resources that we have on this topic. First, we have a white paper that basically outlines the content of the video. Almost everything we talked about in this webinar. We also have a short video that's a couple minutes long going over how to improve inbound data with video. And then also if you wanted to learn more about 23 and get sort of an overview of our platform and how we integrate with HubSpot, you can also request a free trial. So we'll send all these resources out in our follow-up email. And lastly, we'd like to thank you. Thank you so much for tuning in and joining us. And we hope you enjoyed the webinar. Thank you. Bye.