The Role of Video Marketing in B2B - London HUG

TwentyThree™ – The Video Company
twentythree.net
Copenhagen #TwentyThree #Video #Marketing
00:23
Enterprise
The Role of Video Marketing
in B2B - Are you ready?
1
Casper Pedersen

Partner Manager,TwentyThree™

#contentmarketing #video #marketing twentythree.net
Webinars
Copenhagen
TwentyThree™ – The Video Marketing Platform 00:23
2
1 Video Maturity Model
2 Current State of Video
3 Finding your Baseline
4 HubSpot Media Bridge
Agenda

twentythree.com
Copenhagen
TwentyThree™ – The Video Company 00:23
3
Video Maturity Model

By TwentyThree
Enabling a visual driven
organization where every prospect,
customer, and employee will
engage with video on their journey,
this with accumulated digital value
from every single view across all
use cases.

Utilise and scale existing setup
across multiple business units
and/or geographies across your
organisation. Get access to more
tools like ‘Personal’ to start the
journey towards becoming a video
enabled organisation with proved
impact on your business results
across the organisation.

Identify best practice and top
performing content to drive higher
conversion rates in a re
fi
ned Video
setup and optimised formats. By
ensuring the collection of all
content and user data, unifying
your digital setup to start adding
digital value from every single view.

Ensuring all video content and
consents are secure and on brand,
and integrated to your Key
Martech components in a
frictionless setup. A best of breed
video solution for to back your
‘Own the experience’ journey.

Maturity
Time
001

Baseline
002

Iteration
003

Expansion
004

Video Enabled
Organisation

twentythree.com
Copenhagen
TwentyThree™ – The Video Company 00:23
4
Video Maturity Model

By TwentyThree
Enabling a visual driven
organization where every prospect,
customer, and employee will
engage with video on their journey,
this with accumulated digital value
from every single view across all
use cases.

Utilise and scale existing setup
across multiple business units
and/or geographies across your
organisation. Get access to more
tools like ‘Personal’ to start the
journey towards becoming a video
enabled organisation with proved
impact on your business results
across the organisation.

Identify best practice and top
performing content to drive higher
conversion rates in a re
fi
ned Video
setup and optimised formats. By
ensuring the collection of all
content and user data, unifying
your digital setup to start adding
digital value from every single view.

Ensuring all video content and
consents are secure and on brand,
and integrated to your Key
Martech components in a
frictionless setup. A best of breed
video solution for to back your
‘Own the experience’ journey.

Maturity
Time
001

Baseline
002

Iteration
003

Expansion
004

Video Enabled
Organisation

twentythree.net
00:23
Enterprise
Current state of video -

The challenge
5

twentythree.com
16:00
#video #marketing
Copenhagen, Denmark
6
Business Customers
VS

twentythree.com
16:00
#video #marketing
Copenhagen, Denmark
7
“More video”
85% of people would like to see more video
from brands.

People watch on average 18-hours online video
per week.

84% of people say that they’ve been convinced to
buy a product or service by watching a brand’s
video.

Wyzowl, 2021

twentythree.com
16:00
#video #marketing
Copenhagen, Denmark
8
Measuring Video
impact or ROI

It is dif
fi
cult to allocate more staff and
ressources, if you don’t know the outcome
or results.

twentythree.com
16:00
#video #marketing
Copenhagen, Denmark
9
Not only a challenge
for Video

78% believe in data-driven marketing as a
part of their business strategy, but 70%
believe, they have poor data or inconsistent
customer data according to Gartner.

twentythree.com
TwentyThree™ – The Video Company 09:00 AM
#marketing #automation #video
Copenhagen, Denmark
10
•
Why do we have this
disconnect between
business and
customers?

twentythree.com
TwentyThree™ – The Video Company 09:00 AM
#marketing #automation #video
Copenhagen, Denmark
•
The view on video is
wrong!
11

Webinars
Copenhagen
12
Creative
Brainstorm
Video Topic &
ideation
Video
 
Production
Video
 
Optimisation
We need to make a
video…
What should it be
about?
Let’s create the
video…
Let’s look at some
analytics…
Video Creation - Practical Approach:
Form Driven

twentythree.net
#TwentyThree #video #marketing
Copenhagen
TwentyThree™ – The Video Marketing Platform
Client 00:23
13

Webinars
Copenhagen
14
Joe Pulizzi
 
Content Marketing Guru and Best Selling Author

“Stop Building your Branded Content House
on Rented land, instead Publish On Your Own
Content Hub”

twentythree.net
00:23
Enterprise
Finding your Baseline -

Your next step
15

twentythree.net
#TwentyThree #video #marketing
Copenhagen
Client 00:23
16

Webinars
Copenhagen
17
Engagement has fallen on social, while
website engagement has increased…
Even when a video is played, the experience context matters. Owned media
is up to 50x better at driving engagement.
Website

~ 4:59 mins
Youtube

~ 01:14 mins
Facebook

~ 0:06 mins

#Engagement #video #marketing twentythree.net
Enterprise
Copenhagen
18
Own the Experience

Webinars
Copenhagen
19
Improve
Objectives
Identify
 
How
Determine
 
Medium
Define
 
Strategy
We need to
 
improve “x”
What is the best
way to do this?
Is Video the right
medium?
Technical and
creative strategy
Video Creation - Strategic Approach: Goal
Driven

Webinars
Copenhagen
20
Universal Robots - Industrial Robot Arms
Universal Robots is a Danish manufacturer of smaller
fl
exible industrial collaborative robot arms.
The company has 620+ employees and 300 partners around the world.

Tuesday January 29, 2019

…within that
fi
rst
month, we saw that
50% of all contacts
generated came from
video collectors.”
Christian Johansen

Digital Marketing Specialist, Universal Robots

Webinar TwentyThree™ – The Video Marketing Platform
#TwentyThree #Video #Marketing twentythree.net
Copenhagen
00:23
21

Webinars
Copenhagen
22
Avinash Kaushik
 
Digital Marketing Evangelist, Google

“Good marketing is not free. Hence, having a
strategic or tactical obsession with
marketing without deeply thinking about
content (
fi
rst!) and measurement (soon after!)
is
fl
ushing money down the proverbial you
know what.”

Webinars
Copenhagen
Follow
Time
14 min
Visits
6
Engagement
2h37m
Score
84
Daniel Smith
Rangu Inc.
daniel@rangu.com
Follow
Time
5 min
Visits
3
Engagement
44m
Score
12
Sarah Jones
Rangu Inc.
daniel@rangu.com
Follow
Time
1 min
Visits
1
Engagement
5m
Score
3
Ryan Andrews
Rangu Inc.
daniel@rangu.com
Daniel Smith
14 Min
Sarah Jones
5 Min
Ryan Andrews
1 Min
23
Only 21% of companies have their video data
integrated to a marketing automation
system or CRM

twentythree.net
00:23
Enterprise
Introducing HubSpot -

Media Bridge
24

twentythree.com
16:00
#video #marketing
Copenhagen, Denmark
25
001

Connect all your
TwentyThree videos to
HubSpot

From today, you can connect your HubSpot
account with TwentyThree to gain access to
the new features.

When you connect, you can turn on the
Media Bridge to bring videos into HubSpot.
Newly upload videos and updates are
automatically brought over.

twentythree.com
16:00
#video #marketing
Copenhagen, Denmark
26
002

Add videos directly to
websites and landing
pages

Access and embed your entire TwentyThree
video library from HubSpot.

When you work with any web page, landing
page or blog post you can use the
TwentyThree Video component and bring in
any video.

twentythree.com
16:00
#video #marketing
Copenhagen, Denmark
27
003

Make sure your
videos are integrated
with your email
marketing

Video has been too hard to use in email, and
it’s often forgotten that video increases click
rates in mail by more than 60%.

Now, you can embed any video from
TwentyThree into mails in HubSpot with a
single click.

twentythree.com
16:00
#video #marketing
Copenhagen, Denmark
28
004

All of the best video
features from
TwentyThree

The integration leans on all the features of
the TwentyThree Video Marketing Platform
with support for beautiful videos player in
high quality, with Collectors for conversion
and Actions for video call-to-actions.

twentythree.com
16:00
#video #marketing
Copenhagen, Denmark
29
005

See plays on the
viewer’s contact
timeline in the CRM

A deep integration ensures that viewer
activity is tracked within HubSpot from the
very
fi
rst second. TwentyThree syncs data
using the HubSpot‘s tracking cookie, giving
you the most accurate engagement data
possible.

twentythree.com
16:00
#video #marketing
Copenhagen, Denmark
30
006

Use video
engagement in your
revenue attribution

Multi-touch attribution relates revenue in
the form of "credit" to customer interactions
in HubSpot, so you can understand better
how the marketing and sales activities are
creating revenue for your business.

You can now factor in the playback and
engagement data in multi-touch attribution
reports — simply by turning it on!

twentythree.com
16:00
#video #marketing
Copenhagen, Denmark
31
007

Build custom HubSpot
reports using video
engagement from
your contacts

HubSpot’s new custom report builder
leverages video data to let you dive even
deeper into how your contacts are working
with video and how it affects time on site,
lead conversions, NPS scores and much
more.

twentythree.com
16:00
#video #marketing
Copenhagen, Denmark
32
Coming Soon

Trigger custom
work
fl
ows when a
video is played

HubSpot is continuing to build features
around the Media Bridge. This means that
video engagement data will
fi
nd more use
cases for HubSpot marketers in the coming
months — for example using video playback
and viewing data to drive complex
automation through HubSpot work
fl
ows.

twentythree.com
16:00
#video #marketing
Copenhagen, Denmark
33
And much more

Builds on top of the

existing integration!

All of the new features from Media Bridge build on top of our existing
integration with HubSpot, which support two-way contact sync and
make video data available directly in TwentyThree.

The integration also power data and registrations around webinars,
including lists of attendees and registrations through work ows.

00:23
twentythree.net
Thank you!
Casper.pedersen@twentythree.com
/caspped
@caspped
+45 27 52 33 54

The Role of Video Marketing in B2B - London HUG

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