The Role of Video Marketing in B2B - London HUG
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The document discusses video marketing and introduces the TwentyThree Video Maturity Model. It outlines four stages of maturity for organizations: Baseline, Iteration, Expansion, and Video Enabled Organization. The document then discusses finding an organization's baseline for video usage and the current challenges around measuring video impact and ROI. Finally, it introduces the new HubSpot Media Bridge integration which allows connecting video content from TwentyThree to HubSpot for use across websites, landing pages, emails and more.
The Role of Video Marketing in B2B - London HUG
- 1. 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
- 2. #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
- 3. 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
- 4. 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
- 5. TwentyThree The Video Company twentythree.net Copenhagen #TwentyThree #Video #Marketing 00:23 Enterprise Current state of video - The challenge 5
- 6. TwentyThree The Video Company twentythree.com 16:00 #video #marketing Copenhagen, Denmark 6 Business Customers VS
- 7. TwentyThree The Video Company 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 theyve been convinced to buy a product or service by watching a brands video. Wyzowl, 2021
- 8. TwentyThree The Video Company 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 dont know the outcome or results.
- 9. TwentyThree The Video Company 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.
- 10. 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?
- 11. twentythree.com TwentyThree The Video Company 09:00 AM #marketing #automation #video Copenhagen, Denmark The view on video is wrong! 11
- 12. #contentmarketing #video #marketing twentythree.net Webinars Copenhagen TwentyThree The Video Marketing Platform 00:23 12 Creative Brainstorm Video Topic & ideation Video Production Video Optimisation We need to make a video What should it be about? Lets create the video Lets look at some analytics Video Creation - Practical Approach: Form Driven
- 13. twentythree.net #TwentyThree #video #marketing Copenhagen TwentyThree The Video Marketing Platform Client 00:23 13
- 14. #contentmarketing #video #marketing twentythree.net Webinars Copenhagen TwentyThree The Video Marketing Platform 00:23 14 Joe Pulizzi油 Content Marketing Guru and Best Selling Author Stop Building your Branded Content House on Rented land, instead Publish On Your Own Content Hub
- 15. TwentyThree The Video Company twentythree.net Copenhagen #TwentyThree #Video #Marketing 00:23 Enterprise Finding your Baseline - Your next step 15
- 16. twentythree.net #TwentyThree #video #marketing Copenhagen TwentyThree The Video Marketing Platform Client 00:23 16
- 17. #contentmarketing #video #marketing twentythree.net Webinars Copenhagen TwentyThree The Video Marketing Platform 00:23 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
- 18. #Engagement #video #marketing twentythree.net Enterprise Copenhagen TwentyThree The Video Marketing Platform 00:23 18 Own the Experience
- 19. #contentmarketing #video #marketing twentythree.net Webinars Copenhagen TwentyThree The Video Marketing Platform 00:23 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
- 20. #contentmarketing #video #marketing twentythree.net Webinars Copenhagen TwentyThree The Video Marketing Platform 00:23 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
- 21. Webinar TwentyThree The Video Marketing Platform #TwentyThree #Video #Marketing twentythree.net Copenhagen 00:23 21
- 22. #contentmarketing #video #marketing twentythree.net Webinars Copenhagen TwentyThree The Video Marketing Platform 00:23 22 Avinash Kaushik油 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.油
- 23. #contentmarketing #video #marketing twentythree.net Webinars Copenhagen TwentyThree The Video Marketing Platform 00:23 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
- 24. TwentyThree The Video Company twentythree.net Copenhagen #TwentyThree #Video #Marketing 00:23 Enterprise Introducing HubSpot - Media Bridge 24
- 25. TwentyThree The Video Company 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.
- 26. TwentyThree The Video Company 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.
- 27. TwentyThree The Video Company 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 its 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.
- 28. TwentyThree The Video Company 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.
- 29. TwentyThree The Video Company twentythree.com 16:00 #video #marketing Copenhagen, Denmark 29 005 See plays on the viewers 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 HubSpots tracking cookie, giving you the most accurate engagement data possible.
- 30. TwentyThree The Video Company 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!
- 31. TwentyThree The Video Company twentythree.com 16:00 #video #marketing Copenhagen, Denmark 31 007 Build custom HubSpot reports using video engagement from your contacts HubSpots 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.
- 32. TwentyThree The Video Company 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.
- 33. TwentyThree The Video Company 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.
- 34. 00:23 TwentyThree The Video Marketing Platform twentythree.net Copenhagen #TwentyThree #Video #Marketing Thank you! Casper.pedersen@twentythree.com /caspped @caspped +45 27 52 33 54