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5 Ways to Use Personal and Interactive Videos
Linda West, Director of Digital Marketing Act-On Software @misslindawest
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Our Challenge
1. Visibility in a content arms race Every vendor is now a publisher, competition for attention is fierce.
2. Coverage across the buyer’s journey Using video beyond top-of-funnel
3. Marketing to other marketers Skeptical audience, deep knowledge of the ‘usual’ tricks of the trade
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Modern Buyer’s Expect… Speed The average attention span of an internet user is 8 seconds (For a goldfish, it’s 9 seconds) Personalization 41% of internet users like it when ads are tailored to their personal interests/preferences. Relevance 49% of internet users are more likely to pay attention to content when it’s delivered in the right context, at the right time. “Attention Spans” Research report conducted by Microsoft Corp., Spring 2015
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Executive Buyer’s are Watching Videos 75% of executives watch work-related video at least weekly 59% of senior executives agree that if both video and text are available on the same topic on the same page, they prefer to watch the video. Forbes Insights, Video in the C-Suite
VIDEO PERSONALIZATION
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A Holiday Greeting From Act-On
GOALS • Get attention • Make the Act-On brand look awesome • Impress the hard-to-impress
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Act-On Page: https://act-on.com/happy-holidays/?custom_id=_hq4swikzTZCzddaVRcerQ Vidyard Embed: http://embed.vidyard.com/share/2aYd4TgMd3tMHXC1xY5IsQ?custom_id=_hq4swikzTZCzddaVRcerQ https://www.act-on.com/happy-holidays/?custom_id=_hq4swikzTZCzddaVRcerQ
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“Whoa. How did you do that?”
“This video is AWESOME! I loved it.”
“That was GREAT!”
“Freakin ADORABLE... Fabulous.”
“Very cool video! Thank you!”
“Thank you. Loved the card. Happy Holidays to you all!”
The Numbers More . More Engagement.
of our viewers watched the entire video.
Increase in time spend on the campaign landing page. 82%
Compare that to an average 45% of viewers on other campaign videos of similar length.
62% As compared to similar campaign landing pages.
An alternative to eBooks
LEADS, LEADS, LEADS
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Generate all the leads!
1. Grab your phone 2. Visit menti.com 3. Enter code: “60 85 26”
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How do video gates work?
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It’s mind blowingly simple…
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Click Play!
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A wild form appears!
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Submit form. Video plays.
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We’ve tried several ga.ng methods…
1. Grab your phone 2. Visit menti.com 3. Enter code: “60 85 26”
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We’ve tried several ga.ng methods…
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We’ve tried several ga.ng methods…
Choose your own adventure videos
RELEVANCE
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Customizable Product Tour
Act-On Inbound Tools
What do you want to see?
Lead Scoring & Nurturing
Sales Enablement Tools
Reporting & Analytics
Show Me Everything!
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Personas
I’m a C-Suite Executive
Tell us who you are
I’m a Marketing Pro
I’m a Sales Rockstar
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They get a more personalized experience, you get more intelligence
MOVE THAT PIPE
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Video Can Be Used Throughout the Sales Process
• Get an appointment • Rebook missed appointments • Progress a stalled deal • Get a final signature on a contract
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An Actonian and a stalled deal
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Then we made it into a personalized video
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Then we made it into a personalized video
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And now we serve personalized video ads!
Help & training video hubs
CUSTOMER LOVE
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Which would you rather learn from?
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Our First Year With Video • Our On-demand demo video is now the most clicked and highest
converting CTA on the Act-On homepage, accounting for 100+ leads per week.
• Our Video Hub produced over 1,000 leads – a completely new lead source!
• Our visitor to lead conversion rates increased for key product pages by 104% on average by incorporating video CTAs (primarily on-demand demos).
• Generated 21K leads + $27 million in opportunities.
Thank you! Q&A
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