According to a 2014 Forrester report titled, Executive Q: How Personalized Video Works And What It Can Do For You, personalized video has been shown to raise email engagement levels by 10x, increase CTRs by more than 985 percent and offer a tenfold improvement in return on investment.They ran a campaign sending the video to inactive recipients — people who hadn t responded or engaged with the company for more than six months.Lenovo and other companies weave the viewer s name, company logo or photo into other parts of the video too, so it isn t just a gimmick to get the recipient to click the play button.Adding personal touches throughout keeps them watching longer and makes for a more memorable experience and greater affinity for the brand that created the video.Personalization and video each help cut through that clutter.Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land.
According to Cisco s Visual Networking Index, online video consumption will grow by more than 300 percent over the next four years.The challenge is a lack of resources and infrastructure to scale video content production.The company s roadmap includes an enterprise dashboard to support broader collaboration.Solution: A battle-tested creative, production, and distribution process with shareability at its coreLayer: This is the creative, production, and distribution layer in the video stack.This singular focus has enabled more than 25 of its videos to hit the front page of YouTube, including last year s third-most shared ad in the world: Ronaldo in Disguise.So if you use VidMob to edit your video content or Shareability to create viral content, you d use VidYard to see how it performed, converted, and ultimately generated ROI.
Here s our daily recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.Oracle updates its Marketing CloudSep 28, 2016 by Barry LevineEnhancements include a revised Canvas for orchestrating multichannel journeys and new drag-and-drop A/B testing for mobile apps.Google launches free version of Optimize 360, introduces Session Quality Score metric & moreSep 28, 2016 by Ginny Marvin
Demand Metric and Vidyard have researched video content marketing, and published a collaborative study on video performs as a content type, The State of Video Marketing 2016.This study also explores where video is hosted, measured, and how video viewing integrates with the sales funnel.This 2016 study also addresses personalization, and the use of video in Account-Based Marketing ABM .The analysis of this study s data provided these key findings and others :Over 90 percent of the study s participants share that video marketing content is becoming more important, a consistent three-year trend.14 percent are using advanced video measurement, unchanged in all years of the study.
By Matt Heinz, President of Heinz Marketing How I Work is one of my favorite recurring features in Inc Magazine as well as via Lifehacker s This Is How I Work Series, and recently several sales experts including Anthony Iannarino, Dave Brock and Trish Bertuzzi participated as well.Periodically moving forward, we will feature a new B2B sales, marketing or business leader here answering what have become the standard How I Work questions.This week I m very excited to feature Jon Spenceley, content and social media manager for Vidyard.Or, as he describes himself on LinkedIn, Content Creator, Video Producer and Distiller-In-Training .Live in nearby Guelph, Ontario, Canada.
Ready for some real talk?Content marketing has a lot of moving parts, and it can feel nearly impossible to produce a productive strategy to scale your operations.To create the simplicity amidst the content marketing chaos, we’ve developed a content operations maturity model.The model aims to help B2B companies understand what an effective model looks like, how you can evaluate your own, and what’s involved in making strides towards a fully-matured content operation—to really make mom proud.Within our framework, content operations include four key capabilities:Alignment: Strategy and prioritization processes
Our rants and raves cover a book on America’s “most dangerous huckster” and deconstruct a definition-centric content debate; then we close the show with an example of the week from Abbott Labs.Teens and tweens are a print-hungry audience (20:21): In a Q interview posted on the Min magazine website, Bauer Media Group Editorial Director Brittany Galla talks about the benefits of print when it comes to connecting with passionate young readers.As a parent, I am encouraged by the opportunities discussed here, since I’m always pushing my own children to have a greater appreciation for the print medium.Robert concurs, and points out that the ubiquity of digital media consumption among teens and tweens right now emphasizes the unique value that print now represents as a differentiating medium.Research shows video is the new blogging (28:00): In a new post on his Convince & Convert blog, Jay Baer contends that we are entering a “no-read” era, as video content’s popularity continues to climb higher and higher.For example, according to a new benchmark report from Vidyard, businesses are creating approximately 18 videos a month – a cadence that Jay says is on par with many businesses’ blogging habits.
Account-based marketing (ABM) has rapidly gained traction as the latest B2B marketing buzzword in the past year.But the buzz doesn’t tell the whole story.ABM is a rapidly changing field and technology is allowing B2B marketers to scale their efforts like never before.This opens the door great opportunities like FlipMyFunnel for marketers to come together and support each other by sharing best practices and stories.It also means that it is prime time for vendors to innovate to meet the new and ever-changing demands of B2B marketers.This year B2B News Network has joined FlipMyFunnel, Terminus, DiscoverOrg, Engagio, Evergage, LookBookHQ, Oceanos, PFL, SnapApp, Triblio,and Vidyard to survey marketers across a wide range of companies.
With video content skyrocketing in popularity online, an increasing number of businesses are looking to take advantage of this booming opportunity.Videos might be more expensive to produce, but the format also offers much more flexibility than what you're able to achieve with static images or text.Whether you're looking for an advertisement, a how-to video, a product demo, or just a fun video to catch your clients' attention, you can do much more with this exciting art form.In a recent study, Vidyard analyzed over 500 businesses, and over 250,000 videos, in order to get some perspective on how businesses are using video marketing to their advantage.Shorter videos tend to attract more viewers, but longer videos can still serve a purpose.Businesses that are leveraging video have an average of almost 300 videos in their library, showing how vital they are to modern content marketing strategies.
For half a year, Michael Litt woke up to the same thing every morning: a series of wild goose chases to find his next enterprise customer.The founder of Vidyard, the Waterloo Ont.-based provider of video marketing tools, would have spent the previous day pouring through a list of 85,000 companies which had been identified as having some kind of video hosted on their site.Litt tried to find 100 companies every day that might be interested in his startup’s offerings.“The conversion rate was miserably low,” Litt recalled in a session at Techweek Toronto on Thursday, estimating he and his team contacted about 25,000 prospects in a six-month period.“We got about 200 customers paying maybe five dollars a month.”Needless to say, Litt and Vidyard have learned a lot since then, but customer acquisition in B2B remains incredibly challenging, especially for new market entrants.
Video is no longer a nice luxury to have in your social media marketing mix.Brands making noise online have embraced using video in different ways to tell their story and drive their brand messaging home.Not only are more brands using video, recent data shows that 43% of people actually want to see more video content from brands.If that's what people want, you should be looking to give it to them.In case you needed more convincing, this new infographic from Vidyard, which incorporates their findings from analyzing 250,000 videos and 600 million video streams, provides some additional perspective on how brands are using video to maximize their messaging.The moral of the story is that you need to start considering how video plays into your content strategy at large.
Facebook is advancing aggressively into video (giving YouTube a run for its money as the top platform).Say you’ve produced a “pot roast” piece of content—a weighty, meaty asset like an e-book or white paper that you’d like users to download, perhaps in exchange for their email address.The key here is to make the video not just promotional but educational: Feature the author or a subject-matter expert sharing an insight or two; don’t simply implore people to download the content.Kitchener, Ontario-based Vidyard gets points for making a video that carries off a hat trick: It’s funny; it’s creative, marrying old-school ’80s workout gear with Rocky-style training; and—most important—it’s useful as a tool for those looking to up their video marketing game.Video live streaming is beginning to gain momentum, with Periscope and Meerkat emerging as the frontrunners.These platforms allow you to broadcast video to anyone in the world.
And then finally the series C, for us, was like 100 percent what are the economics of the business,” Litt explained onstage last week at Tech in Asia Tokyo 2017.It’s grown from 100 staffers in just the last 18 months.In the past six years, the Vidyard founder has gone through many versions of himself.“Reinvention of yourself happens frequently – for me it’s been kinda on a four or six-month cadence,” he explains.“I was doing about 100 calls a day.”All startups similarly change form over time, which Litt visualizes in an imaginary chart as he talks onstage with host James Riney, the boss of 500 Startups Japan.
These days, there’s little doubt among marketers that video content is an incredibly powerful content marketing tool.After all, humans are visual creatures by nature, so it stands to reason that video often satisfies our content appetite.And a great starting point is to get the lay of the current video marketing land and emerging trends.Thankfully, Demand Metric and Vidyard recently published the 2017 Video Content Marketing Benchmark Study, featuring data and insights collected from marketers at B2B or mixed B2B/B2C companies—all of which reported revenue growth in the previous fiscal year, as well as using video to some degree.But what’s more, the average number of videos being produced annually jumped from around 29 in 2016 to 38 in 2017.Of course, smaller companies are producing less video than big companies, but the gap is narrowing.
There are emails I get once a month that I aggressively despise but for some reason can’t get myself off of their mailing list.There are emails I get daily that I can’t WAIT to receive and read.Both instances are part of marketing campaigns, intended to get my attention and ultimately my business.One is interruptive, an increasing pain that makes me angry.The other is irresistible, a welcome part of my day and something I often share with colleagues.So which best describes your marketing?
Image credit: ridvan_celik | Getty ImagesOpinions expressed by Entrepreneur contributors are their own.Content marketers are always looking for ways to increase brand awareness and engagement.With an ever-changing landscape, however, what worked a year ago won't necessarily work now.Related: 5 Tips for Creating Quality Video Content Even If You're Clueless How to Begin"Large volume spam campaigns are falling away from productivity," Michael Litt, co-founder and CEO of Vidyard, told me when asked about the latest trends, noting that marketing automation is becoming a victim of its own success.
More than half of all digital video consumption occurred on smartphones last year, and, per NPD Group, streaming video takes up a whopping 83 percent of total mobile data consumed.How much marketers should invest in B2B mobile video in 2018 depends on the nature of their business, but—as eMarketer suggests—they should highly consider allocating more dollars or risk losing share-of-voice to competitors.While that idea might sound scary to some B2B players who like to check familiar marketing boxes, there are great opportunities in mobile video thanks to the possibility of intimate engagement within the hand-held medium.Here are four tips for B2B marketers looking to win in video.You don’t need a full production crew to capture footage—a single smartphone and a couple creatives or a small team equipped with a drone and a GoPro will do.B2B brands should experiment with creating snackable, three-to-10 second clips, which are becoming the norm as audiences’ attention spans have shrunk in tandem with the rise of smartphones.
Canada will be home to a new venture capital fund that will invest in enterprise cloud startups.Salesforce Ventures, the global investment arm of Salesforce, a leading cloud-hosted business software provider.According to a recent press release from Salesforce, the $100 million Canada Trailblazer Fund has already taken stakes in four Canadian startups building cloud-based tools for the enterprise, including Tier1CRM, Traction Guest, Tulip and OSF Commerce.The companies mentioned above join a handful of other Canadian enterprise cloud companies in Salesforce’s broader investment portfolio.In the years prior to announcing the new Canada Trailblazer Fund, Salesforce Ventures made investments in Aislelabs, Vidyard and LeadSift.Investors’ growing appetite for Canada’s cloud companies
More people are turning to video as opposed to text and other mediums because, not only is it more entertaining, it’s a quicker and more efficient way of consuming information.But are you sure you’re using video marketing effectively to generate more leads to your business?If not, you aren’t taking full advantage of video’s potential to move consumers further down the conversion funnel.Follow these three steps to use video marketing to drive traffic and leads to your site.Take advantage of video by using gated content.If they’re still at the top of the funnel — meaning they’ve only just become aware of your brand and its products — it’s probably not a good idea to ask for their contact information just yet.
By Lisa Heay, Marketing Planning Manager at Heinz MarketingVideo in the B2B landscape has exploded, becoming a staple in today’s modern marketing toolkit.Yet as more companies invest in video, the gaps between execution and performance are widening.And, for those who are investing more time, money, and resources in online video than ever before, are they generating the return on investment (ROI) required to sustain it?How are today’s most successful companies using video to drive results?To better understand how today’s B2B organizations use video to drive results, Heinz Marketing and Vidyard conducted a research study in July 2019.