the video marketing landscape: what all b2b marketers need to know

What%All%B2B%Marketers%Need%to%KnowThe Video Marketing Landscape:

Nick%BarberAnalyst

Forrester Research@nickjb

Tyler%LessardCMO

Vidyard@tylerlessard

Ignore'Video'At'Your'PerilNick'Barber,'Analyst

June%16,%2016

©%2016%Forrester%Research,%Inc.%Reproduction%Prohibited 4

1.8'millionNumber%of%words%a%oneAminute%video%is%worth.

James%McQuiveyForrester%Research%


115Number%of%minutes%US%adults%spend%with%digital%

video%per%day


HalfOf%all%mobile%traffic%is%video


53Percent%of%online%adults%who%used%video%to%research%a%recent%purchase


Why'You'Need'An'OVPThe case for an online video platform


OVP'Capabilities


Isn’t'YouTube'good'enough?›Security%› Interactivity%›Analytics%›Search


You'need'an'online'video'platform'to:› Ingest%and%organize%content

› Define%your%workflow

› Automate%content%distribution

› Manage%bandwidth%and%delivery

› Uncover%trends%through%big%dataand%analytics

› Keep%your%content%secure


Ingest'and'organize'content› Upload%from%a%range%of%devices

› Migrate%from%other%platforms


Importance'of'Metadata›Prioritize%search

›Use%terms%that%your%customers%and%clients%do›Taxonomy%definition

• Finance%>%Saving%>%Retirement%>%401K%>%Guidance

›Metadata%and%thumbnails


Define'your'workflow›Create%roles

›Define%an%approval%process


Automate'content'distribution› Strength%of%an%OVP%is%when it%integrates%withother%enterprise%systems

› How%does%the%OVP%integrate%with%CRM,%DAM,%MAP,%CMS,%LMS?

› Learn%who%is%watching,what%content%resonatesand%how%to%follow%up


Manage'bandwidth'and'delivery›Viewers%begin%to%abandon%video%after…


Manage'bandwidth'and'delivery›Viewers%begin%to%abandon%video%after…%2%seconds


Manage'bandwidth'and'delivery›Viewers%begin%to%abandon%video%after…%2%seconds

› 6%%drop%off%for%every%additional%second›Dealing%with%device%fragmentation


Uncover'trends'through'analytics›Views%are%great,%but%they%don’t%tell%the%whole%story

›Tie%views%to%individual%viewer%data%• Who%is%watching?%What’s%important

• Video%completion%rate

• Average%view%time

• Drop%off%point


Keep'your'content'secure›Active%directory%integration%for%enterprise%video

› Lead%generation%for%external›Social%sharing%controls


What’s'the'market'doing?

Market%unrest

35%Global%software%decision%makers%are%dissatisfied%with%

their%OVP

New%opportunities

42%Software%decision%makers%have%implemented%or%are%

expanding%OVP%implementations


Video'Platforms'Converge'


Go'Beyond'The'BasicsLive, personalized, and interactive video


Live'and'OD'video'for'lead'generation›Curated%playlists

›Automated%playlists› InAvideo%personalization


Personalization'for'custom'experiences›Curated%playlists

›Automated%playlists› InAvideo%personalization


Interactive'Video›On%demand

• Hotspots,%links,%calls%to%action

› Live• Polling,%chat,%social%media%integration


Future'Trends4K, 360, VR


Future'Trends'› 4K%video%– 4%times%the%resolution%of%full%HD

› 360Adegree%video%A creates%and%immersive%experience

›VR%– virtual%reality,%is%it%ready%forthe%enterprise


Recommendations'for'OVP'Adoption


Recommendations'for'OVP'adoption›Use%a%single%platform%for%internal%and%external%deployments

›Evaluate%different%pricing%models

›Understand%migrations%options%before%starting

›Add%freemium%as%a%distribution%channel,%but%not%as%your%sole%strategy

Video%Trends%in%Action

2. Which content for which segments?

1. Who’s engaging and for how long?

3. Which videos are generating ROI?

Smarter Content Marketing

2. Improved scoring and qualification

1. Opportunities for new lead generation

3. Enhanced nurtures and segmentation

Better Demand Generation

Individual Viewer Engagement Tracking

Personalized Video: Making Your Content Click

From Marketing to Sales

From View Counts to Attribution & ROI

go.vidyard.com/forresterWatch the full webinar on demand at