harnessing the power of video & inbound marketing

HARNESSING THE POWER OF VIDEO & INBOUND MARKETING

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Question of the day

Use the hashtag #InboundLearning on Twitter 1 2

INTERMEDIATE

WISTIA

#INBOUNDLEARNING

Mark Kilens @MarkKilens

Kristen Craft

Marketing

@thecrafty

Max Kohl

Customer Happiness

@maxkohl

1 Why video? Why Wistia?

2 The HubSpot & Wistia integration

3 Video success stories

AGENDA

WHY VIDEO? WHY WISTIA? 1

VIDEO IS QUICKLY BECOMING THE MOST CONSUMED TYPE OF CONTENT ON THE WEB.

Globally, online video traffic will be 55% of all consumer Internet traffic in 2016

VIDEO IS A RICH, EFFICIENT MEDIUM THAT CONVEYS LOTS OF INFO IN AN ENGAGING WAY.

VIDEO IS THE EASIEST WAY TO CREATE AN EMOTIONAL

CONNECTION WITH YOUR AUDIENCE.

First time visitors.

Engaged prospects.

Happy Customers.

VIDEO USE CASES

Marketing

Sales

Support

Fun

WHY WISTIA?

Capture email addresses &

display calls-to-action

WHY WISTIA?

Maximize the SEO benefits of video

WHY WISTIA?

Holistic data: Measure engagement to

see which parts resonate

WHY WISTIA?

Granular data: See what an

individual prospect cares about

WHY DATA?

It helps your content team identify

the right messaging

WHY DATA?

Your marketing team can tailor content,

based on what prospects watch

THE HUBSPOT & WISTIA INTEGRATION.

2

WHY IS DATA SO POWERFUL IN HUBSPOT?

Sales people go into conversations better

armed with info

WHY IS DATA SO POWERFUL IN HUBSPOT?

You can see which videos are key to your

conversion funnel

Setting up the integration

THE HUBSPOT & WISTIA INTEGRATION

1

2 Use cases

SETTING UP THE INTEGRATION

1

Go to your Account Dashboard in Wistia & enable the Wistia API for your account.

Copy the secret API password to your clipboard

Set up HubSpot as an email provider in Wistia

Enter your Hub ID number into the input and then click the CONNECT button.

Click on the Wistia Integrations link under Integrations.

Navigate to your HubSpot account settings and click on Wistia Settings.

Paste your Wistia secret API password into the input and enable the integration

Copy the integration JavaScript & add to the footer HTML

• http://wistia.com/doc/hubspot

• http://knowledge.hubspot.com/how-to-integrate-hubspot-and-wistia

TWO FANTASTIC INTEGRATION RESOURCES

USE CASES 2

VIDEO EMAIL MARKETING.

VIDEO EMAIL MARKETING, CONTINUED.

Drive traffic from an email to your website. Track each individual viewer.

Use video and email together to send prospects to a custom video landing page.

Published a new video? Use the integration to increase click-throughs..

Use the Wistia integration within HubSpot to score & segment leads based on their video viewing behavior.

VIEW WISTIA HEATMAPS DIRECTLY WITHIN THE TIMELINE.

CREATE DYNAMIC LISTS BASED ON VIEWING ACTIVITY.

Set up customized workflows for your lists.

Notifications: Send an internal email alert to a sales rep.

Touch points: Send a delayed follow up email to your prospect.

SCORE LEADS BASED ON THEIR VIEWING BEHAVIOR.

Add points if a lead watches a video.

RUN REPORTS ON VIDEO SUCCESS METRICS.

See which videos drive conversions.

Analyze your Wistia Stats

Analyze your Wistia Stats

INTEGRATE VIDEO INTO YOUR OTHER MARKETING EFFORTS:

• Website

• Landing pages

• Demos

• Social media

• Webinars & event coverage

VIDEO SUCCESS STORIES. 3

Spark Reaction Marketing Agency

Old St. Labs Business-to-business

Website w/video

Website w/video

Printing Center USA Business-to-consumer

Video Use Cases

• New product announcements

• How to videos

• Business story / overview

• Solution content

• Search benefits

ACROSS ALL INDUSTRIES, EVERY BUSINESS BENEFITS FROM INTEGRATED VIDEO ANALYTICS

NEXT STEPS

1. Upload a video to Wistia

2. Customize a video, then embed it on your site (give

an SEO embed a shot too!)

3. Track your audience’s engagement in your video

4. Choose a highly engaging video and create a simple

email marketing strategy around it

• How to integrate HubSpot and Wistia

• How to Make a Marketing Video: A Beginner's Guide

• Wistia Learning Center

RESOURCES

Wistia Learning Center

Available 24/7 wistia.com/learning

QUESTIONS?

THANK YOU.