video marketing: from brand to demand

Presenters : Lasse Rouhiainen and Mani Iyer

May / 20 / 2014

VIDEO MARKETING: FROM BRAND TO DEMAND

Hashtag: #VideoAnalytics

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Housekeeping

Unmute computer speakers

Slides and recording distributed via email afterwards

Submit questions via the Q&A panel through Go-to-Webinar

Hashtag: #VideoAnalytics

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About the Presenter

Renowned speaker and trainer for corporates, business schools and universities on how to maximize exposure on YouTube, Facebook, and how to implement Social Media marketing strategies.

Has helped hundreds of small and medium sized companies and entrepreneurs in over 30 countries to promote their businesses online through Social Media and Video Marketing.

Has helped more than 200 people in over 10 countries become successful Video Marketing and Social Media managers.

Author of the bestselling books “101 Video Marketing Tips and Strategies for Small Businesses” and "Smart Social Media – Your Guide To Becoming A Highly Paid Social”

Lasse RouhiainenAuthor, Speaker and Trainer

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About the Presenter

CEO of Kwanzoo a cloud-based platform for demand marketers, that uniquely integrates outbound (display, retargeting) and inbound (Marketing Automation, CRM) channels using rich media, to boost top-of-funnel leads, improve nurture programs and accelerate the pipeline.

Kwanzoo integrates with Eloqua, Marketo, Silverpop, Google, and a range of real-time bidding (RTB) platforms and exchange networks.

Previously a marketing consultant to VC-backed start-ups, and founded a software business acquired by Oracle/PeopleSoft.

A serial entrepreneur, industry speaker on demand generation, online customer acquisition, personalization and interactive marketing, and startup advisor.

A distinguished speaker at leading industry conferences including Ad-Tech, Leadscon, Conversion Conference, DemandCon, TiEcon, OMS and other events.

Mani IyerCEO, Kwanzoo

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About Regalix

An award-winning Global Co - Innovation company that leverages technology and marketing to help companies grow.

Forefront of Innovationo Digital Marketing Serviceso Technology Enabled Serviceso Regalix Labs

Multi-disciplinary Leadership Team & Strong Advisory Board, 175+ Team

Fortune 500 and Venture Backed Customers (B2B and B2C)

Global Operations: HQ in Silicon Valley, 2 Offices

Industry Recognition

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Agenda

Lasse RouhiainenAuthor, Speaker and

Trainer

Why Video Marketing is so popular and successful for B2B Marketing

Best practices for leveraging Video to drive sales

How to get your Video found

Mani IyerCEO, Kwanzoo

How to increase prospect engagement using Video across digital channels

Track key Video metrics inside your Marketing Automation (MAP) or CRM

Best practices on how to maximize your ROI using Video

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May / 20 / 2014

WHY VIDEO?

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Importance of YouTube Marketing

Source: YouTube

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Video Marketing Statistics

Source: Mary Meeker

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Video Marketing Statistics B2B

78% of B2B content marketers use videos.

84% of B2B marketers report an increasing demand for videos and other visually rich marketing material.

83% of B2B marketers use Video Marketing for branding or to increase awareness around their brand

94% of B2B marketers rate Video Marketing as the most effective sales and marketing tactic.

Source: Regalix Research

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May / 20 / 2014

BEST PRACTICES

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Video Creation Ideas for B2B Market

Awareness/Interest Consideration Close/After Sale

• Invitation to Webinars/Live Events

• Explainer Videos, Tips and “How-Tos”

• Customer Testimonial Video (social proof and trust)

• Case Study Videos

• On-Demand recorded videos

• Product Demos

• Q&A Videos

• ROI modeler walkthrough

• New customer onboarding Videos

• Personalized Video Email

1 2 3

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YouTube Channel Optimization - Citrix

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YouTube Channel Optimization - Citrix

Citrix TVCustomer experiences

Find your target audience

How to videos

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Recommended Equipment

Logitech HD Pro Webcam C920, 1080p Widescreen Video Calling

Plantronics Mirage Headset with Noise Cancelling Microphone

Samson Meteor Mic USB Studio Microphone

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May / 20 / 2014

HOW TO GET YOUR VIDEO FOUND

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How to Rank Your Videos on YouTube

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How to Rank Your Videos on YouTube

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Google Hangouts Rank High on Google

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May / 20 / 2014

NEW WAYS TO EXTEND REACH

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Video - 785% Growth on Facebook

Source: Adobe Digital Index Q1 2014

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New Premium Video Ads Facebook

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Video Ads Facebook – Audience Targeting

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May / 20 / 2014

VIDEO FOR DEMAND GENERATION

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Extend Reach, Increase Demand, Accelerate the Pipeline Using Video

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Use of Video Content & Assets across the Demand Funnel

Full Integration and Reporting with your MAP/CRM

Top of Funnel Mid Funnel Lower Funnel• Display Lead

Gen with Video Lead

• Form Ads

• Mobile Lead Gen

• Content Marketing with Video

• Site Retargeting with Video Ads

Capture More Leads

Improve Nurture Engagement

•Persona-based Video Ads

•Account-based Video Ads• Other Personalization(Geo & Firmographic)

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• Email Retargeting with Video Ads

• CRM Retargeting with Video Ads

Accelerate Your Pipeline

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Top of Funnel: Boost Leads with Video Lead Form Ads

1. Video 2. Overlay Banner

3. Lead Form

4. Thank You screen

• Link in your marketing ortraining video from YouTube

• Capture leads in the ad,store directly into MarketingAutomation (MAP) or CRM

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(Optional) Front Screenwith title and webinar pitch

Collect registrations in Signup Screen

Capture Registration Data directly into Citrix GoToWebinar,

MAP or CRM

Top-of-Funnel: Webinar sign-ups

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Site Retargeting with Video AdsYour Website Ad Network

OrganicSearch

Email Social PPC &Display

Visitors get tracked for retargeting (cookie’d)

Tracking works beyond your website across the web

Retargeted Ads

Example:

•10,000 website visitors

•30 impressions / visitor / month

•Total of 300,000 retargeted impressions per 30 day period

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Video Ad – Link your Youtube video

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Video Ad – Detail Metrics and ROI

• % engaged/viewable impressions• Partial form fills• Video play duration• % Video play / Total duration

Basic statistics include:•Viewable impressions•Lead captures•%engagement/impressions

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Putting Together a Video-based Demand Generation Campaign

1. Define the goal - Brand awareness ? demand creation? both?2. Target audience - Persona(s)? Buyer needs messaged via the ad?3. Budget - Finalize number based on goals re: brand – reach,

engaged, or demand – leads

4. Placement - Targeting, media buying. In-house, outsource?5. Creative - Copy, design, messaging, content offers, brand

guidelines6. Execute & Review - Analytics, reporting, key metrics7. Campaign Management –

• Targeting - Update sites, audience segments, etc. based on what works

• Bid Management – Set bid prices to meet volume goals (daily/weekly)

• Creative updates - Changes in mid-flight based on engagement / lead capture metrics

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Securing Your Pilot Budget

1. Understand ultimate business objective = Sales, revenues• Be ready to discuss how display will contribute to final objective

e.g. Display will generate 200 new leads / month.• Display will deliver 30 new marketing-qualified-leads

(MQLs) per month via follow-on email nurture campaigns• 30 MQLs => 3 new closed-win deals/month

with $50K Annual Contract Value (ACV) per deal

2. Ask for pilot budget, prove success, and seek larger budget• Define a pilot budget of say 100 leads/month, that is then

further measured with a lead => MQL conversion goal that is validated in follow-on months

• As soon as you see acceptable CPL / CPA and lead => MQL conversion rates, increase your media spend to scale your closed-win deals/month.

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Sample Pilot CampaignOne-Time: Video Asset Creation = $100s per minute (to Agency)Video Hosting Fees = $ per campaign (to video hosting provider)

Monthly: •Tech Fee = $999 per month (to Kwanzoo, rich media creative tech)

Monthly Variable: •Impression Fees = $1000 for 1M impressions (to Kwanzoo)•Media Spend = $7000 (to Ad Networks, Exchanges, Publishers)•Campaign Management = % media spend (to Agency)

Goals: •Generate 30% higher lead conversions versus typical banner ads•Demonstrate higher quality of leads via strong MQL conversion rates•Leverage real-time bidding (RTB) to spend on media more wisely, and open up new audiences to your products / services

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Get in Touch

If you have any questions about this webinar please feel free to get in touch with us at [email protected]

For more information on Regalix visit: www.regalix.com

For more information on Lasse Rouhiainen and Mani Iyer, please visit: http://www.lasserouhiainen.com and www.kwanzoo.com

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Do join us for our next webinar titled, “Lead Nurturing Through Marketing Automation” on Wednesday, June 25, 2014, 1:00PM ET/10:00AM PT

Speakers

Visit our page http://bit.ly/1iFUbDm to explore more on Video Marketing

Eric AlbertsonBestselling Author & President, Albertson Performance Group Inc.

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