Tyler’s Top 5: Why the Video Marketing Platform is in a Class of its own
By Tyler Lessard in Thought Leadership
Hello Vidyard community!
In recently joining the Vidyard team, my first mission was to get to root of the seemingly innocent question: How does a Video Marketing Platform differ from a traditional video hosting and publishing solution?
While it seems like a fairly simple question, the more people I asked, the more complex ideas I was exposed to. Ask a marketer and you’ll get one answer. Ask a sales professional or an IT infrastructure guru and you’ll get another. Ultimately, however, everyone linked back to very clear value statements outlining why the Video Marketing Platform is so different.
The difference, it seems, circles back to how a Video Marketing Platform helps customers maximize the impact and returns on the video assets they are producing. We’re all about powering internal and external video collaboration across organizations, all the while ensuring you drive real business value with your videos.
My second mission was to attempt to distill all of these ideas down into a “Top 5” list. So here goes – my inaugural “Tyler’s Top 5” for why video marketing is in a class of its own.
#5. Insights and Analytics Change the Game
While a lot of today’s content marketing tactics work to engage prospects, it’s a whole new ballgame when you can see exactly how individual users interact with your assets. With the detailed reporting and analytics a Video Marketing Platform provides, marketers can finally understand who is watching specific content, and how long each piece held their attention for.
By tracking this engagement data on an individual lead level, you can see exactly which pieces of content are resonating with viewers and optimize all future videos to increase engagement and attention span. The quantifiable metrics give you real targets to hit as you move forward with your video strategy.
A video Marketing Platform ultimately provides all the data you need to understand your audience enough to turn viewers into customers.
#4. Native Integration With Marketing and Sales Tools
While video analytics and dashboard reporting is great, we recognize that you have to be able to act upon data for it to be of real value.
This is why we have seamless integrations with leading MAP and CRM systems. By pushing video engagement data directly into existing contact records in Eloqua, Marketo, Pardot, and Salesforce.com (just to name a few) you’re able to implement more sophisticated lead scoring and improved lead qualification all based on the video content your leads consume.
If you notice, for example, that a lead in your MAP has watched five product videos in the scope of a few hours, you can automate email follow up targeted to their expressed interests at the perfect moment when you’re top of mind.
Overall, it’s about extending the value of your existing investments in your MAP and CRM solutions, and helping your sales team close more deals based on your video content.
#3. Built by Marketers, for Marketers
Traditional video content management platforms were designed as tools for IT departments to centrally manage distribution of video content; built by technology companies to solve IT-centric problems.
The Video Marketing Platform, on the other hand, is designed from the ground up to address the needs of modern marketers while also satisfying the needs of the IT organization.
This difference is significant because it means Vidyard understands exactly what marketers need to be successful. We know, for example, that it’s not about the number of views, likes or comments you receive on a video. It’s about how those videos translate into quality leads that move quickly through the sales funnel and become paying customers.
That’s why you’ll find features like email gates, custom calls to action, and data collection forms in a Video Marketing Platform. These features go beyond mere video hosting and ensure you can use your videos for more than just brand awareness. A Video Marketing Platform gives you the information to actively identify qualified viewers in a state of high engagement to influence sales and pipeline activity.
Built to help you with lead generation, nurturing, qualification and sales enablement, it’s simply a marketer’s dream.
#2. ROI is the ROI
When it comes down to it, a Video Marketing Platform is way more than just a means to host, distribute, and manage your video content (as you’ll find other platforms are limited to). Instead, it’s about:
Better understanding your prospects and customers
Improving lead scoring and lead qualification
Improving the effectiveness of your video content based on quantifiable metrics, and
Maximizing the returns on your video assets as you modify and improve your content strategy over time based on real insights
With traditional video content management solutions, it’s all about minimizing your costs while managing distribution of a growing library of video content that may, or may not, be having a material impact on your business. With a Video Marketing Platform, however, it’s about maximizing the ROI for your video content and stimulating the sales cycle with every piece of content you release.
#1. The Solution Goes well Beyond Marketing
As we have developed the Video Marketing Platform category, we’ve discovered that the value can extend well beyond the marketing team within your organization.
For example, although video assets may originate in the marketing department with messaging, the platform’s deep integration with Salesforce.com and Chatter enables sales teams to better understand their prospects, and to easily share secure videos with customers from right within Chatter!
With advanced analytics capabilities, sales reps can see how much of a shared video a prospect has actually viewed, and can be immediately alerted when they have viewed a certain percentage of the video shared with them. When implemented in combination with Salesforce.com and Chatter, the Video Marketing Platform becomes a powerful tool for sales teams to improve their effectiveness and context for communicating with prospective customers.
The Video Marketing Platform can also extend beyond customer engagement to provide a comprehensive solution for internal training and remote learning in the workplace. Thanks to its advanced content management capabilities and detailed reporting, organizations can use a Video Marketing Platform like Vidyard to distribute video-based learning content internally to employees while tracking exactly how much of each video has been viewed by individual employees for certification processes.
On a whole, the combination of all features enable organizations to maximize ROI when it comes to video. As mentioned, it’s not enough to merely manage your video assets, it’s about seeing each video’s influence on customer behaviour and being able to improve your content strategy over time.
As we move forward and develop the possibilities emerging for other areas of the organization like sales and internal training, I’m very excited for the future of the Video Marketing Platform and I’m thrilled to be a part of the team making it all possible.
Can’t Get Enough Great Content? The Vidyard blog is a great place to get a regular dose of video marketing tips, inspiration, and resources. Subscribe to the blog or our classy bi-weekly eNewsletter so you’ll never miss a post!
Tyler Lessard is the CMO at Vidyard. Driving corporate marketing and business development, he’s passionate about helping companies better use and measure the performance of their video marketing assets. http://www.vidyard.com/blog/why-video-marketing-platform-is-in-a-class-of-its-own/
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