The Marketers Guide To Integrating Video Into HubSpot Improving … · 2018-09-12 · twentythree.net TwentyThree™ – The Video Marketing Platform 04:15 PM 32 Boston, MA #INBOUND18

THE MARKETERS GUIDE TO

INTEGRATING VIDEO INTO HUBSPOT & IMPROVING DATA

S T E F F E N C H R I S T E N S E N

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TwentyThree™ – The Video Marketing Platform 04:15 PM

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1. Where Marketers Are Missing on Video

2. Examples of successful video marketing strategies

3. How to Segment & Lead Score Your Users Video Behaviour

AGENDA

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+

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We’re looking at video wrong…

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#INBOUND18 #videomarketing #videoBoston, MA

80%- Cisco

How much of global internet traffic will video make up by 2019?

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#INBOUND18 #videomarketing #videoBoston, MA

1,800,000xIf a picture is worth 1,000 words, how many words is a video worth?

- Forrester

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QuantitativeMarketing funnel

ConversionLead generationResults-oriented

Data-driven business

QualitativeCommunicationStorytellingEngagementHumanRelational

Video Marketing

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Reach

Engage

Convert

Loyalty

Video, built for every stage of the customer journey

ReachFast, beautiful player with built-in SEO. Run you video everywhere, including Facebook, Twitter, YouTube and beyond. Reengage and promote using video remarketing.

EngageDedicated landing pages or fully branded video hubs, with audience journey tracking, live streaming, recommendations and social sharing.

ConvertReal-time audience tracking with calls to actions and lead forms in players. E-mail campaigns with embeddable video previews and integration with marketing automation.

LoyaltySend personalized video from the platform. Reengagement with remarketing, online webinars and video hubs and user generated content upload.

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8xThe average visitors spend 8 times longer on a web page when they watch video.

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48%The lead conversion rate for a form gating a video.

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001

Where Marketers Are Missing on Video

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Strangers Visitors Leads Customers Promoters

Attract Convert Close Delight

1. GO BEYOND THE TOP OF THE FUNNEL(Most marketers are only using video in the top of the funnel.)

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Source: TwentyThree’s State of Video Marketing Survey 2018

55% Amount of plays

36% Likes/shares of video on social

38% Engagement

24% Conversions

18% Leads generated

27% We haven’t defined success

2. MEASURE THROUGH THE FUNNEL(Frankly, marketers are focusing purely on vanity metrics.)

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10%

0-2 mins

23%

2-5 mins

11%

5-15 mins

28%

15-45 mins

28%

45+ mins

What videos are being produced?

What videos are driving engagement?

54% 26% 9% 6% 4%

0-2 mins 2-5 mins 5-15 mins 15-45 45+

3. MAKE THE RIGHT VIDEOSWe tracked over 1 billion plays and saw that successful videos don’t have to be under 2 minutes.

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0

10

20

30

40

0-2 mins 2-5 mins 5-15 minutes 15-45 minutes 45+minutes

How much time do people spend watching a video?

Duration/mins

Engagement

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4. USE YOUR SOCIAL PLATFORMS

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4. USE YOUR SOCIAL PLATFORMS

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Facebook23%

Twitter8%

Do Impressions Convert To Plays?

Website31%

On owned media visitors are twice times as likely to play your video content.

5. OPTIMIZE THE METRICS THAT MATTER

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5. OPTIMIZE THE METRICS THAT MATTER

Website~ 4:59 mins

67%

How much of my video do people watch?

Even when a video is played, the experience context matters. Owned media is up to 50x better at driving engagement.

Youtube~ 01:14 mins

23%

Facebook~ 0:06 mins

4%

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the market benchmark for optimal conversion

rates on popups

4%

6. USE VIDEO TO GENERATE LEADS

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In-player conversion rates

Before video

48%During video

13%After video

6. USE VIDEO TO GENERATE LEADS

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~ increase in click-through ratewhen there’s a video thumbnail

in a e-mail campaign.

62%

7. TIE VIDEO INTO YOUR STANDARD FLOWS

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Strangers Visitors Leads Customers Promoters

Attract Convert Close Delight

8. USE WHAT YOU’VE ALREADY GOT!

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9. KNOW YOUR VIDEO FORMATS

Personal sales video

Customer testimonial Product tutorial

Webinar for lead genVideo Marketing MinuteInfluence Interview

https://video.twentythree.net/manage/videos

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48%The lead conversion rate for a form gating a video.

8xThe average visitors spend 8 times longer on a web page when they watch video.

FunnelFocus on the full customer journey and identify the right formats for every step.

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002

Examples of successful video marketing strategies

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Reach

Engage

Convert

Loyalty

Video, built for every stage of the customer journey

ReachFast, beautiful player with built-in SEO. Run you video everywhere, including Facebook, Twitter, YouTube and beyond. Reengage and promote using video remarketing.

EngageDedicated landing pages or fully branded video hubs, with audience journey tracking, live streaming, recommendations and social sharing.

ConvertReal-time audience tracking with calls to actions and lead forms in players. E-mail campaigns with embeddable video previews and integration with marketing automation.

LoyaltySend personalized video from the platform. Reengagement with remarketing, online webinars and video hubs and user generated content upload.

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Know what you’re building for…

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“Just by flipping a switch on our existing videos, 49% of all new contacts generated within the first

month came from video forms”

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“This information is crucial to run very granular scoring and nurture campaigns.

If you really want to create a full-funnel for any prospect or for any customer to engage from the beginning, and then you can

really nurture them and understand what they are interested in.”

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“Starting to think about results from video also challenged the way we think about video marketing:

Not only for generating awareness but also for engaging leads in new ways.”

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003

How to Segment & Lead Score Your Users’ Behaviour

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Contact data WorkflowsConversionsConnect & Sync Segments Lead Score

#PARTNERSUMMIT18

Connect & Sync

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Conversions

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Contact data

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Segments

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Lead Score

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Workflows

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Steffen Fagerström Christensen@[email protected]

Documents

The Marketers Guide To Integrating Video Into HubSpot Improving … · 2018-09-12 · twentythree.net TwentyThree™ – The Video Marketing Platform 04:15 PM 32 Boston, MA #INBOUND18