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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
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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
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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
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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
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Integrating Marketo Forms Page
36 © 2013 Marketo, Inc. Marketo Proprietary and Confidential
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Q&A Page 37 © 2013
Marketo, Inc. Marketo Proprietary and Confidential
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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
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Thank you! © 2013
Marketo, Inc. Marketo Proprietary and Confidential