Marketing automation has been around for years, and video has been around even longer. But using these two tools together is uncharted territory for many businesses.

1. USING VIDEO WITH
MARKETING AUTOMATION
GENERATE, NURTURE + QUALIFY NEW LEADS THROUGH VIDEO

2. WHAT’S ON THE PLATE
WHAT IS M ARKETING
AUTOM ATION?
SETTING GOALS
GENERATING NEW
LEADS FROM VIDEO
USING VIDEO TO
NURTURE LEADS
IDENTIFYING THE RIGHT
QUALIFYING EXISTING
LEADS WITH VIDEO DATA
USEFUL INTEGRATIONS

3. 360 VIDEO
INTRODUCTION
Marketing automation has been around for years, and video has been around even
longer. But using these two tools together is uncharted territory for many
businesses. You probably have some questions.
What comes first, the video or the automation? How does each part assist the
other? How do I set this up?
Sound familiar?
If you're reading this guide, chances are you already know how important video is
to your marketing strategy. By combining video and marketing automation, you'll
be able to take your video marketing to the next level by sending the right video, to
the right lead, at the right time.

4. WHAT IS
MARKETING
AUTOMATION?
Marketing automation (also called
lead nurturing) is one of the fastest
growing areas of digital marketing.
It's an important channel to optimize
to help you grow your business.
Don’t take our word for it…

5. COMPANIES THAT EXCEL AT
LEAD NURTURING GENERATE
MORE SALES-READY LEADS
AT A
LOWER COST
50%
33%
S O U R C E : F O R R E S T E R R E S E A R C H ( V I A P A R D O T )

6. THAT’S PRETTY IMPRESSIVE.

7. WHAT IS MARKETING AUTOMATION?
Email plays a major role in marketing
automation, and video performs really well
in email.
In past tests to see how video impacted
email click-through rates, Wistia found that
using a video thumbnail instead of a plain
image resulted in a 300% lift in our click-
through rates!
The results were so compelling that we
moved to using video thumbnails in our
emails whenever we can.

8. As you're getting started, we
recommend keeping the
relationship simple.
An easy place to begin is by
examining your marketing goals to
decide where video should fit into
your marketing automation strategy.
KEEP IT SIMPLE

9. IT STARTS
WITH SETTING
GOALS
We can't talk about video marketing
automation strategies, techniques, or
examples without understanding our
goals first.
Where you start depends on your
marketing priorities, and the state of
your business.

10. GOAL SETTING: COMMON GOALS

11. GOAL SETTING
Are you desperate to generate more leads? Then you might want to start
using video for lead generation.
Trying to organize and personalize how you follow-up with your leads?
Using videos in your lead nurturing emails will do the trick.
Drowning in leads who aren't converting into sales? Then use your video
data to score and qualify your leads.

12. GENERATING
NEW LEADS
FROM VIDEO
There are many ways to connect with
new sales leads from your website.
Traditionally, this involves convincing
a visitor to fill out a form (like a
contact us form, demo request,
brochure download, guide, or e-
book).

13. W I S T I A U S E S I T S T U R N S T I L E E M A I L C O L L E C T O R T O
A D D A F O R M D I R E C T L Y W I T H I N T H E V I D E O .
V I D E O C A N B E A P O W E R F U L L E A D G E N E R A T I O N T O O L .

14. GENERATING
NEW LEADS
FROM VIDEO
Across 250,000+ accounts, Wistia
found that videos with forms in them
convert at 16%.
That means for every 100 video
plays, the video generates 16 new
leads.
Then, Wistia took a closer look and
noticed that videos with a form within
the first 20% of the video received a
43% conversion rate.

16. GENERATING NEW LEADS FROM VIDEO
Let that soak in. That means if your video is 2 minutes long, and you
include a form in the first 24 seconds, you can expect 43% of the viewers to
submit your form and become a lead.
That's a higher percentage than most website forms.
Now we're not saying you should place a required form in every video you
publish. That might be a little over the top. But if your goal is to generate
leads, consider if a form makes sense. Because every time you publish a
video without a form, you're missing out on potential submissions.

17. NURTURING
LEADS
WITH VIDEO
Before you can send the right video
to the right lead at the right time, you
need to understand where your leads
are in the buying process and what
questions or obstacles they're
thinking about.

18. NURTURING LEADS WITH VIDEO
Every lead in your email database is at a different stage of the buyer's
journey. Naturally, some are further along (and closer to making a
purchase) than others.
For example, someone who downloaded a free educational guide probably
isn't interested in your demo video yet. However, a lead who downloaded
your company brochure probably is thinking a bit more about your actual
product.
How should you organize and prioritize these leads so you can show them
the right content?

19. NURTURING LEADS WITH VIDEO
Map your lead generation efforts to the buyer's journey.

20. NURTURING LEADS WITH VIDEO
The buyer's journey is the research process that a person goes through
leading up to purchase.
It includes 3 steps: awareness of a problem, consideration of potential
solutions, and a decision about which solution is best for their particular
situation.

21. NURTURING LEADS WITH VIDEO
Awareness stage leads realize they have a problem that they want to solve.
They typically become a lead by downloading your company's informational
and educational content (like an ebook, guide, or worksheet).

22. NURTURING LEADS WITH VIDEO
Consideration stage leads are examining all of the possible solutions
available to them.
They typically become leads by downloading something product or company
specific (like a product overview, brochure, or product comparison).

23. NURTURING LEADS WITH VIDEO
Decision stage leads have created a short list of vendors and are looking
for something specific to help them make a decision (like a product trial,
demo, case study, etc).

24. NURTURING LEADS WITH VIDEO
In a perfect world, every one of your leads would be in the decision stage
and ready to buy your product. The reality is, most leads fall into the
awareness or consideration buckets.
If you can categorize your leads by their stage in the buyer's journey, it will
become a lot easier for you to send them the right information (and the right
videos) when they need them. This is where marketing automation comes
into play.

25. IDENTIFYING THE
RIGHT CONTENT
Categorizing your leads based on
their stage in the buyer's journey
enables you to email them relevant
content.
Marketing automation takes your
email strategy to the next level by
delivering the right video, to the right
person, at the right time.

26. IDENTIFYING THE RIGHT CONTENT

27. HOW DO YOU INCLUDE
VIDEO IN THIS PROCESS?

28. NURTURING LEADS WITH VIDEO
For leads in the awareness stage, use marketing automation to send
related educational videos.
It's too soon to send these leads product videos, and relevant informational
content will help your leads learn more and keep them connected to your
company.

29. NURTURING LEADS WITH VIDEO
For leads in the consideration stage, send some company-related
content. These leads are interested in solving a problem and are looking at a
variety of potential solutions.
It's still too soon to send them in-depth video testimonials and case studies.
However, a high-level video overview or product explainer might hit the spot.

30. NURTURING LEADS WITH VIDEO
For leads in the decision stage, use video in your marketing automation to
push them towards purchase.
These leads are likely evaluating a short list of vendors. They're ready to buy
something (from someone). Hit them with your sales enablement content to
increase the chances they choose your product.

31. NURTURING LEADS WITH VIDEO
Some videos that might work well
at this stage include:
• Video testimonials.
• Case studies.
• Product deep dives.
• Free samples or special deals.
Wistia considers anyone using
our free trial to be at the decision
stage. We send them a mixture
of product training videos,
feature-specific tool
explanations, and testimonials.

32. USING VIDEO
DATA TO QUALIFY
EXISTING LEADS
Now that we've covered the different
stages of the buyer's journey and the
pivotal role that video can play in
your marketing automation, let's
explore how you can use video data
to qualify your existing leads.

33. USING VIDEO DATA TO
QUALIFY EXISTING LEADS
What's cooler than being cool? Ice cold. And what's better than using video
data to qualify your existing leads and prospects? Nothing.
Just like all leads, all videos are not created equal. The first step in using
video data to qualify your leads is to map your videos to the buyer's journey.
We recommend organizing a list of videos in an Excel sheet.

35. USING VIDEO DATA TO
QUALIFY EXISTING LEADS
List all of your videos in one column, and the corresponding stage of the
buyer's journey in the next column. Then, assign points to each video on
your list.
Assign the most points to leads who watch your decision stage videos, since
they're most closely related to sales.
Assign the least points to leads who've watched your awareness stage
videos, since these videos are more educational and less product-focused.

36. USING VIDEO DATA TO
QUALIFY EXISTING LEADS
If you have a lot of videos, don't be intimidated! Start with your most
important and most viewed videos first, and add the rest later.
We didn't include the exact number of points you should assign to each
stage of the buyer's journey because no business uses the same scoring
scale. The numbers will look different for every business depending on your
lead scoring criteria.

37. PRO TIP
IF YOU’RE MORE ADVANCED, ADD A PERSONAS
COLUMN TO THE DOCUMENT.
ASSIGN EXTRA POINTS TO THE PERSONAS WHO ARE
MORE VALUABLE TO YOUR BUSINESS.

38. USING VIDEO DATA TO
QUALIFY EXISTING LEADS
Now that you've categorized your videos by the buyer's journey and
assigned points, let's add an additional column for play length to our Excel
sheet.
This part will be more intuitive. More engagement = more points. But how
granular should you get?

39. USING VIDEO DATA TO
QUALIFY EXISTING LEADS
For companies just beginning with lead scoring, we recommend starting very
basic.
Use "50% watched" as a baseline. In other words, if someone views more
than 50% of your video, assign them additional points. If a viewer watches
less than 50% of your video, don't assign them those extra points.
That's it.

41. WRAPPING UP
At this point, you know why marketing automation is so important. You
understand why video is a great communication tool. You've seen how goals
influence marketing automation, and how video can be incorporated into
those goals.
By combining video with your marketing automation tools, you can foster
deeper connections with your leads by not only addressing their pain points,
but anticipating them based on the buyer's journey.
What are you waiting for? Start nurturing those leads!

42. MARKETING
AUTOMATION
PLATFORMS

43. Click here to get started!