Why Video Is Crucial to Your Marketing Automation Strategy

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Author: Kimbe MacMaster

Video is on the rise. In fact, video will account for nearly 80% of all internet traffic by 2018, according to Cisco.

But it’s not just consumption patterns that are on the up and up. Video is also driving some serious business results.

Just consider these high-performing video stats:

  • Emails with videos see 2-3x higher click-through rates
  • Landing pages with videos drive 80% more conversions
  • Leads who watch videos as part of their journey to close cost an average of 20% less

The days of video as solely a top-of-funnel, dare we say “fluffy” asset, have passed. With the intense focus on guiding buyers through the purchase process with valuable content and targeted nurture streams, as well as the development of video-based technology, marketing with video is a whole new ball game.

And that’s why, over the last couple of years, we’ve seen a phenomenal shift in the way marketers are using video.

How Video Creates Stronger Demand Gen Programs

Video is one of your strongest marketing and demand gen assets. Not only can video help you generate leads directly with the help of email gates, pop-out CTA, and in-video forms, it can also be used to measure buyer interest and tailor content journeys accordingly. Just like you’d do with any other piece of content, your marketing automation platform is a key piece of the puzzle here to map content to the lead profile.

But chances are, you’re not using video in your marketing automation platform to help you better understand your leads.

And you’re not alone.

In a recent Demand Metric study, nearly 70% of respondents agreed that video engagement data is effective as a lead quality or business opportunity indicator, but only 9% of companies have actually integrated video viewing data with their CRM or marketing automation systems and are actively exploiting that data. 9%!!

If video is so much more than a top-of-funnel, brand awareness medium, then why aren’t marketers looking beyond video views and diving deeper into viewing behavior and influenced pipeline?

Picture this: a prospective buyer comes to your site and watches 10 videos on one page and then leaves. Would you know? Would he be ranked as a highly qualified prospect? He certainly should be, as the consumption of your video content is just as strong an indicator of buyer intent as any other type of content consumption. In fact, according to Unruly, the enjoyment of a video increases purchase intent by 97%!

And due to video’s linear nature, it’s actually easier to measure viewers’ engagement with these assets than many text-based content assets. In other words, where you can only tell if a prospective buyer downloads or doesn’t download your whitepaper, you can see in-depth consumption metrics for your videos, like what parts of a video she’s watched, re-watched, or skipped altogether.

With this viewing data in hand, marketers can feed their lead scoring and nurture programs to better qualify leads and nurture them for sales. If Julie watched one video while Jackson watched six, you’d likely score Jackson higher. And if Jackson only watched 10% of the Product A feature video but 95% of the Product B feature video, you better bet you’d be sending him more information on Product B!

How to Make the Most of Video in Your Marketing Automation Platform

Vidyard and Marketo partnered to produce an ebook on making the most of video in marketing automation. Download it now to learn:

  • Why video is an important component of your marketing programs
  • How to use video strategically for lead generation
  • Why video and your marketing automation platform are a powerful combination
  • How to lead score with video
  • What video marketing metrics you must track to align with video goals and measure success

Have you used video in your marketing efforts? Let me know your experience in the comments below!


Why Video Is Crucial to Your Marketing Automation Strategy was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post Why Video Is Crucial to Your Marketing Automation Strategy appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


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Why Breaks are Crucial for Social Professionals

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Why Breaks are Crucial for Social Professionals | Social Media TodayYour job is extraordinary and exhausting.

You get to connect and create, but you’re also drowning in information. Comments, retweets, likes, requests, questions, emails. Notifications whooshing around at 90mph, all day. KPI’s and ROI. Everyone demanding attention, needing you to listen, to respond, to cajole, to soothe, to champion.

Total. Overload.

Some days you want to break every screen in front of you, join the National Park Service and spend three months manning a fire tower in Montana.

People who deal in content generation and manage relationships use more emotional and mental energy than most every day. Every interaction drains your cognitive power source – only a little, but these little losses add up.

Picture a thin, red string running from you to each member of your community – whether it’s forum/community members or social followers. If you manage an account with 150k Twitter followers, that’s 150k tiny threads. Picture much bigger threads running to influencers, colleagues, and your company’s leadership.

This makes it easier to envision your impact, and also to see how you can get pulled in multiple directions at once and get tangled up in all those threads. To keep from being tripped up, each one requires a little bit of energy and attention. It’s rewarding, but tiring.

This is where the practice of taking breaks comes in.

We are inclined to believe that more time > more effort > and more speed > will make us more productive.

We’re wrong.

Multiple studies (here and here, for starters), and my own work habits, have shown that regular breaks significantly enhance productivity and creativity.

A majority of the research on peak productivity recommends working intently for 40-50 minutes and then taking a 10-15 minute break. This technique is not only taught and encouraged at major corporations, it’s how students at MIT and other elite universities are encouraged to study.

Break time isn’t wasted time.

In order to allow your hardworking brain to function at its peak, you need to allow it a few minutes of rest every hour. Just like cooling down between exercises at the gym, your brain experiences fatigue and needs to rest. These breaks have an added benefit for social professionals – they allow you to step away from all of the strings pulling on you and re-center. By stepping away for a few moments, you’ll be more effective at creating top-notch content and managing all those relationships.

Bottom line, you get more accomplished when you take breaks (and, your dreams won’t be limited to Montana fire towers).

What constitutes a break?

An ideal break gets you out of your chair, away from your computer.

Go for a walk, go to the bathroom, doodle, listen to music, get outside, set a timer and breathe for a minute or two, stretch, meditate, read a few pages of a book, talk to a co-worker.

Once you do one of these, come back and enjoy some baby animal pics. I’m serious, and you can thank Japanese researchers for this one. They have found that college students performed better after looking at images of baby animals. Interestingly, adult animals and food didn’t have the same impact. So: baby French Bulldogs, yes. French fries, not so much.

Another tip: Take your vacation days, all of them. Every year. Even a long weekend away from all of those threads provides valuable rest, as people returning from extended time off have been shown to make fewer mistakes and be more productive.

If taking breaks is new to you, start slow. I recommend working in at least two 10-15 minute breaks a day, and going from there. Or commit to eating lunch away from your desk, every day.

We talk a lot about burnout for social folks. It’s an amazing, demanding job. So, think of it this way: To reach your full potential, to impact the most people, to stay healthy, schedule breaks or be ambushed by a breakdown.

It was my pleasure to talk about breaks and other techniques for reducing stress, increasing productivity and cultivating mindfulness earlier this month at Social Shake Up. Since the conference I’ve heard from multiple attendees who are now planning to take summer vacations. My hope today is that you commit to scheduling yours.

What’s your take on breaks? Got a strategy to share? I’d love to hear from you.

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