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More Clicks, More Customers: Drive ROI with
Video and Marketing Automation
Justin Norris, ClearFit
Jon Spencely, Vidyard
DJ Waldow, Marketo

#LaunchPoint
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
Your Speakers

Justin Norris
Director,
CRM
ClearFit

© 2013 Marketo, Inc. Marketo Proprietary and Confidential

Jon Spenceley
Community
Marketing Manager
Vidyard

DJ Waldow
Digital Marketing
Evangelist
Marketo
Quick Housekeeping
• Chat box is available if you have any
questions
• There will be time for a Q&A at the end
• We will be recording the webinar for
future viewing
• All attendees will receive a copy of the
slides in today’s webinar
• Twitter hashtag: #LaunchPoint

Page 3
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Online Video

December 2013
Americans watched
52.4 Billion online
videos
Based on ComScore Video Metrix data

Page 4
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Video Marketing Big and Small

Page 5
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Video Analytics

Page 6
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Video Analytics
• Video is expensive – time,
money or both!
• More channels = more
opportunity to increase ROI
• Tracking & analytics are
critical to understanding
what works

Page 7
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Page 8
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
What is
•

All-in-one online
hiring tool

•

Post to multiple
job boards with
one-click

•

Filter and score on
requirements and
personality fit

•

?

Like lead scoring,
but for hiring
(patented
predictive
analytics)

Page 9
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Who is the ClearFit Customer?
• Primary focus on SMB, with customers across every industry
• Lots of bigger customers too

Page 10
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
What does ClearFit’s funnel look like?
Website visitor
(multiple channels)
Register for
• Employers
account
only pay
Build a job
when they
description
start hiring
Start
hiring
• Only pay per job

• Hiring includes ClearFit
software, job board
postings, unlimited
support
Page 11
© 2013 Marketo, Inc.

Repeat

Marketo Proprietary and Confidential

x2, x3, x4, x5….
How does ClearFit use Marketo?
Primary objective: enable and scale remarkable
customer experiences (more helping, less selling).
1. Lead nurturing
2. Scoring
3. Sales enablement (MSI,
automating workflows)
4. Email marketing
5. Reporting
6. Integration hub for other apps
Page 12
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
How does ClearFit use video?
Everywhere!
•

Homepage

•

Emails

•

Landing pages

•

Blog posts

•

Product updates

•

In-app tutorials

•

Social

Page 13
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Case #1: MORE CLICKS
Question:
Does using video as an email
CTA increase engagement?

Page 14
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Example campaign: onboarding
• Subject
line:
“Hello from
{{lead owner} at
ClearFit”

• Open rate:
31.9%

• Click/Open:
23.20%

Page 15
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Example campaign: sales video
• Subject
line:
“Answering the
question”

• Open rate:
27.4%
• Click/Open:
20.1%
• Animated
GIF thumb!
Page 16
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Results
Emails Sent

Avg. Click/Open
Rate

% Increase

Non-Video CTA

333,192

10.30%

-

Video CTA

62,053

15.78%

53%

Take-away: emails with a video CTA have a 53% higher
Click/Open Rate on average.
Video gets more clicks!

Page 17
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Does a click equal engagement?

Page 18
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
With thumbnail…or without?
Thumbnail:
10.81% Click/Open

No Thumbnail:
9.88% Click/Open

Surprisingly, only a 9.37% lift using a thumbnail instead of text link.
Page 19
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Case #2: MORE CUSTOMERS
Question:

Are prospects who engage with video more
likely to become customers?

Page 20
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Homepage “explainer”

Page 21
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Contextual in-app tutorials

Page 22
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Onboarding nurturing emails

Page 23
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Video events appear in Marketo Activity Log

Page 24
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Smart Lists for Reporting

Page 25
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Results: 90 day conversion rate of new leads
% Purchased

% Increase

All leads

5.4%

-

Some video activity

11.40%

111.01%

Watched at least
50%

15.32%

183.53%

Watched 100%

17.59%

225.54%

Take-away: video activity is correlated with
much higher conversion rate.

Page 26
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Case #3
MORE REVENUE
Question:
Are prospects who engage with video more
likely to become customers?

Page 27
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
New product launch campaign email
•

Sent to
both
customers/
prospects

•

22% open
rate

•

15%
Click/Open

•

80% of all
clicks to
video (64%
to thumb)

Page 28
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Blog post with embedded video
•

50% of
video views
were at
least 60
seconds

•

~2 minute
avg. time
on page

Page 29
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Create call task in SFDC if watched 50%
Smart
list


Flow


Page 30
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Video activity contributes to Lead Score,
logged as Interesting Moments

Page 31
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Results
Leads who…

% who
Purchased

% Increase

Received

0.29%

-

Opened

0.74%

153%

Clicked

2.38%

717%

Watched at least 25%

6.54%

2144%

Take-away: video activity is correlated with much higher
likelihood to purchase.

Page 32
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Key Takeaways
1. Integrate video throughout your funnel
i. Video is engaging: low perceived “cost” of effort, high
perceived benefit (more clicks)
ii. Video is a good salesperson: video can show, sell,
entertain, inform, capture leads – all in a scalable way

2. Don’t silo that video: for maximum leverage,
video activity needs to integrate with other
marketing systems for both ACTION and INSIGHT
3. Optimize video content for conversions: be as
tough on your videos as you are on your landing
pages
Page 33
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
What is Vidyard?
▶

Video marketing platform that helps companies drive
revenue through the use of online video

WHY VIDYARD?
▶
▶
▶
▶
▶

▶

Individual tracking
Calls To Action
Embed Marketo forms into Video
A/B Split testing for splash screens
Ease of use – no coding required
User friendly interface

Page 34
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
How do Marketo + Vidyard work together?
Viewer lands on Webpage

Viewer data shows up on their
Activity Log in Marketo
Page 35
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential

Clicks plays and watches
the whole video
Integrating Marketo Forms

Page 36
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Q&A
Page 37
© 2013 Marketo, Inc.

Marketo Proprietary and Confidential
Justin Norris
Director,
CRM
ClearFit
justin@clearfit.com

Page 38
© 2013 Marketo, Inc.

Jon Spencely
Community Marketing
Manager
Vidyard
jon@vidyard.com

Marketo Proprietary and Confidential

DJ Waldow
Digital Marketing
Evangelist
Marketo
djwaldow@marketo.com
Thank you!
© 2013 Marketo, Inc. Marketo Proprietary and Confidential

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More Clicks, More Customers: Drive ROI with Video and Marketing Automation

  • 1. More Clicks, More Customers: Drive ROI with Video and Marketing Automation Justin Norris, ClearFit Jon Spencely, Vidyard DJ Waldow, Marketo #LaunchPoint © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 2. Your Speakers Justin Norris Director, CRM ClearFit © 2013 Marketo, Inc. Marketo Proprietary and Confidential Jon Spenceley Community Marketing Manager Vidyard DJ Waldow Digital Marketing Evangelist Marketo
  • 3. Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides in today’s webinar • Twitter hashtag: #LaunchPoint Page 3 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 4. Online Video December 2013 Americans watched 52.4 Billion online videos Based on ComScore Video Metrix data Page 4 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 5. Video Marketing Big and Small Page 5 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 6. Video Analytics Page 6 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 7. Video Analytics • Video is expensive – time, money or both! • More channels = more opportunity to increase ROI • Tracking & analytics are critical to understanding what works Page 7 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 8. Page 8 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 9. What is • All-in-one online hiring tool • Post to multiple job boards with one-click • Filter and score on requirements and personality fit • ? Like lead scoring, but for hiring (patented predictive analytics) Page 9 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 10. Who is the ClearFit Customer? • Primary focus on SMB, with customers across every industry • Lots of bigger customers too Page 10 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 11. What does ClearFit’s funnel look like? Website visitor (multiple channels) Register for • Employers account only pay Build a job when they description start hiring Start hiring • Only pay per job • Hiring includes ClearFit software, job board postings, unlimited support Page 11 © 2013 Marketo, Inc. Repeat Marketo Proprietary and Confidential x2, x3, x4, x5….
  • 12. How does ClearFit use Marketo? Primary objective: enable and scale remarkable customer experiences (more helping, less selling). 1. Lead nurturing 2. Scoring 3. Sales enablement (MSI, automating workflows) 4. Email marketing 5. Reporting 6. Integration hub for other apps Page 12 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 13. How does ClearFit use video? Everywhere! • Homepage • Emails • Landing pages • Blog posts • Product updates • In-app tutorials • Social Page 13 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 14. Case #1: MORE CLICKS Question: Does using video as an email CTA increase engagement? Page 14 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 15. Example campaign: onboarding • Subject line: “Hello from {{lead owner} at ClearFit” • Open rate: 31.9% • Click/Open: 23.20% Page 15 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 16. Example campaign: sales video • Subject line: “Answering the question” • Open rate: 27.4% • Click/Open: 20.1% • Animated GIF thumb! Page 16 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 17. Results Emails Sent Avg. Click/Open Rate % Increase Non-Video CTA 333,192 10.30% - Video CTA 62,053 15.78% 53% Take-away: emails with a video CTA have a 53% higher Click/Open Rate on average. Video gets more clicks! Page 17 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 18. Does a click equal engagement? Page 18 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 19. With thumbnail…or without? Thumbnail: 10.81% Click/Open No Thumbnail: 9.88% Click/Open Surprisingly, only a 9.37% lift using a thumbnail instead of text link. Page 19 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 20. Case #2: MORE CUSTOMERS Question: Are prospects who engage with video more likely to become customers? Page 20 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 21. Homepage “explainer” Page 21 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 22. Contextual in-app tutorials Page 22 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 23. Onboarding nurturing emails Page 23 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 24. Video events appear in Marketo Activity Log Page 24 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 25. Smart Lists for Reporting Page 25 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 26. Results: 90 day conversion rate of new leads % Purchased % Increase All leads 5.4% - Some video activity 11.40% 111.01% Watched at least 50% 15.32% 183.53% Watched 100% 17.59% 225.54% Take-away: video activity is correlated with much higher conversion rate. Page 26 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 27. Case #3 MORE REVENUE Question: Are prospects who engage with video more likely to become customers? Page 27 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 28. New product launch campaign email • Sent to both customers/ prospects • 22% open rate • 15% Click/Open • 80% of all clicks to video (64% to thumb) Page 28 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 29. Blog post with embedded video • 50% of video views were at least 60 seconds • ~2 minute avg. time on page Page 29 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 30. Create call task in SFDC if watched 50% Smart list  Flow  Page 30 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 31. Video activity contributes to Lead Score, logged as Interesting Moments Page 31 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 32. Results Leads who… % who Purchased % Increase Received 0.29% - Opened 0.74% 153% Clicked 2.38% 717% Watched at least 25% 6.54% 2144% Take-away: video activity is correlated with much higher likelihood to purchase. Page 32 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 33. Key Takeaways 1. Integrate video throughout your funnel i. Video is engaging: low perceived “cost” of effort, high perceived benefit (more clicks) ii. Video is a good salesperson: video can show, sell, entertain, inform, capture leads – all in a scalable way 2. Don’t silo that video: for maximum leverage, video activity needs to integrate with other marketing systems for both ACTION and INSIGHT 3. Optimize video content for conversions: be as tough on your videos as you are on your landing pages Page 33 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 34. What is Vidyard? ▶ Video marketing platform that helps companies drive revenue through the use of online video WHY VIDYARD? ▶ ▶ ▶ ▶ ▶ ▶ Individual tracking Calls To Action Embed Marketo forms into Video A/B Split testing for splash screens Ease of use – no coding required User friendly interface Page 34 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 35. How do Marketo + Vidyard work together? Viewer lands on Webpage Viewer data shows up on their Activity Log in Marketo Page 35 © 2013 Marketo, Inc. Marketo Proprietary and Confidential Clicks plays and watches the whole video
  • 36. Integrating Marketo Forms Page 36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 37. Q&A Page 37 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  • 38. Justin Norris Director, CRM ClearFit justin@clearfit.com Page 38 © 2013 Marketo, Inc. Jon Spencely Community Marketing Manager Vidyard jon@vidyard.com Marketo Proprietary and Confidential DJ Waldow Digital Marketing Evangelist Marketo djwaldow@marketo.com
  • 39. Thank you! © 2013 Marketo, Inc. Marketo Proprietary and Confidential