the video marketing landscape: what all b2b marketers need to know
TRANSCRIPT
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
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1.8'millionNumber%of%words%a%oneAminute%video%is%worth.
James%McQuiveyForrester%Research%
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115Number%of%minutes%US%adults%spend%with%digital%
video%per%day
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HalfOf%all%mobile%traffic%is%video
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53Percent%of%online%adults%who%used%video%to%research%a%recent%purchase
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Why'You'Need'An'OVPThe case for an online video platform
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OVP'Capabilities
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Isn’t'YouTube'good'enough?›Security%› Interactivity%›Analytics%›Search
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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
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Ingest'and'organize'content› Upload%from%a%range%of%devices
› Migrate%from%other%platforms
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Importance'of'Metadata›Prioritize%search
›Use%terms%that%your%customers%and%clients%do›Taxonomy%definition
• Finance%>%Saving%>%Retirement%>%401K%>%Guidance
›Metadata%and%thumbnails
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Define'your'workflow›Create%roles
›Define%an%approval%process
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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
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Manage'bandwidth'and'delivery›Viewers%begin%to%abandon%video%after…
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Manage'bandwidth'and'delivery›Viewers%begin%to%abandon%video%after…%2%seconds
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Manage'bandwidth'and'delivery›Viewers%begin%to%abandon%video%after…%2%seconds
› 6%%drop%off%for%every%additional%second›Dealing%with%device%fragmentation
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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
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Keep'your'content'secure›Active%directory%integration%for%enterprise%video
› Lead%generation%for%external›Social%sharing%controls
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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
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Video'Platforms'Converge'
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Go'Beyond'The'BasicsLive, personalized, and interactive video
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Live'and'OD'video'for'lead'generation›Curated%playlists
›Automated%playlists› InAvideo%personalization
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Personalization'for'custom'experiences›Curated%playlists
›Automated%playlists› InAvideo%personalization
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Interactive'Video›On%demand
• Hotspots,%links,%calls%to%action
› Live• Polling,%chat,%social%media%integration
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Future'Trends4K, 360, VR
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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
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Recommendations'for'OVP'Adoption
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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