Video Marketing

with Marketo Engage:
A Playbook
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72%
The most powerful CTA on the internet today
is the humble video play button. It’s so effective,
marketers rated video as the second-most valuable
marketing strategy—right behind having a website.
As our digital lives grow noisier, it’s only growing
more important. 72% of B2B buyers say they
watch a video while deciding
Seventy-two percent of B2B buyers say they watch a video while deciding
whether to buy.
whether to buy. It’s both a respite—video lets busy people sit back and
consume—but it’s also the easiest way to explain complex value propositions
of the sort that abound in B2B. Video breathes life into your messaging and 82%

offers an engaging, memorable, storytelling vehicle. It can inject much-needed

urgency and emotion into otherwise routine buying cycles. For all these
reasons and more, 82% of businesses are investing more in video. By 2022,
it will account for 82% of all internet traffic.

It’s also a lot more attainable in your marketing than you ever thought.
But before you jump in, you’ll want a lightweight video strategy.
By 2022, video will account
for 82% of all internet traffic.
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Why You Need a Strategy for Video

Without strategy, marketers risk committing what Marketo Engage Co-Founder Jon Miller used to
call random acts of marketing: You try new things and then move on before the investment pays off.
A video strategy helps ensure you get whatever results you assured everyone you would.

A strategy can help you earn:

handshake Executive buy-in coins Budget

cog IT support analytics Marketing operations support

Your strategy should tie back to your organization’s top objectives. For most, that’s customer
centricity, revenue, and brand awareness. But as Vidyard’s VP of Marketing Tyler Lessard
explains, video can address a wide range of challenges.

Tyler Lessard, VP of Marketing at Vidyard,

explains how to develop a video strategy.
Find out how long-arrow-right
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4

CHAPTER ONE

Let’s Banish all Video

Myths and Misconceptions

Everyone enters video marketing with some assumptions about what

video can and cannot do. But video technology has changed a lot in the
past five years. Many widely held beliefs are no longer true.
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MY TH #1: MY TH #2:

Video is expensive. Video marketing

The truth: You don’t need a big budget to get started is too much effort.
with video.
Truth: Video marketing is easier than you think.
We live in an age where screen recordings captured
Once you have your video content, finding the right
using a free Chrome extension can help land six-figure
channels to promote it can seem overwhelming.
deals. The idea that only videos with high production
But with the right set of tools, like a video platform
value are effective is a holdover from an earlier era,
that integrates with your marketing automation
before most of us had smartphones in our pockets.
platform (MAP), managing, sharing, and measuring
Videography costs have plummeted, accessibility has
your videos becomes a seamless process.
soared, and yesterday’s budget-breaking camera rig can
be on your doorstep next-day for less than what it used
to cost to simply deliver it.

Now, some videos can be expensive. Some can be

cheap. It’s a range, you get to decide where you land,
and whatever amount you invest should produce a
positive return. Even a big-budget brand video done
by an agency can more than prove its value if it makes
back more than it costs.
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M Y T H #3 :

It’s impossible to measure

and show the impact of video.
Truth: Marketo Engage and Vidyard together make it easy.

This myth is patently false. You can view video performance inside
Marketo Engage to measure video as a channel, as a content asset,
or tie individual users to their video viewing behavior. Unlike the
standard vanity metrics, these are actionable insights that marketers
can use to automate workflows and better score leads. ID Date/Time (PDT) Activity Type Detail

962 Jan 18, 2019 2:27 PM Vidyard Video View Watched 75% of Vidyard + Marketo Video
Feeling good? Feeling confident? Seeing the opportunity? 952 Jan 18, 2019 2:21 PM Vidyard Video View Watched 50% of Vidyard + Marketo Video

Next up, how to start. 950 Jan 18, 2019 2:17 PM Vidyard Video View Watched 25% of Vidyard + Marketo Video
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7

CHAPTER T WO

How to Get Started

with Video Marketing

Once you’ve decided to start, the battle is half over. Now follow
three steps: Set goals, develop a content plan, and integrate your
video technologies with Marketo Engage. The order is important:
If you launch before setting goals, it’s hard to know what’s working.
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STEP 1:

Set Goals and C U S T O M E R AC Q U I S I T I O N

Measure as You Go
AWARENESS
It may go without saying, but knowing that you’re
Leads
getting a particular conversion rate isn’t very helpful
INTEREST
unless you know how it compares to last month or
last year, and how it contributes to your program
CONSIDERATION
performance. Set KPIs and goals for video performance
such as conversions and revenue using program
INTENT Prospects
success, which is the ‘currency’ of engagement.

Within Marketo Engage, you can measure video as a EVALUATION

channel, an asset, and a program. Those using ABM
will want to add an account lens to all of this so they PURCHASE Customers
can measure success within target accounts.

Measuring videos
as individual assets
Metric to measure: Percentage viewed
You can measure individual videos by how many
people viewed, who those people were, the average
percentage completed, and major drop-off points.
Resist the allure of measuring your videos by view
count only—it can be a vanity metric that, while
exciting, doesn’t necessarily mean things are working.
What you want is a sense of whether your videos
are relevant to viewers, and that’s what percentage
viewed tells you.
If you’re new to video, set a goal of reaching an
average video view time of 50 percent. Once you
have data on how your videos actually perform with
your audience, you can adjust. Videos that exceed
your view time percentage goal are high-performing
assets that you’ll want to learn from and repurpose.
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Measuring video
as a channel
Metric to measure: Percentage of success
for the video channel
Measuring videos by channel helps you compare
video to other channels like social media, email,
your website, and more. How does budget spent
here compare to budget spent elsewhere? Do
prospects react well and engage with videos more
than they do other channels?
There will always be some overlap in your channels.
For instance, you probably post your videos
on social media and host them on your website.
Marketo Engage lets you account for this with
the program tag. In Salesforce, set up parent and
child campaigns, then tag them appropriately in
Marketo Engage, adding a video tag wherever it
belongs. This way, you’ll be able to view video as a
channel that incorporates other types of programs.
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Measuring video as a program

Metric to measure: Depends on use case Demand Generation Metrics

Measure one or more videos as a program to determine whether 1. Number of new leads acquired

they’re impacting pipeline or revenue. For instance, you can measure 2. Number of leads engaged with your video series
how a three-minute demo is used across various channels, or you 3. Number of leads converting and or qualifying
can track how a thought leadership video series performs as a whole.
4. Pipeline or revenue attribution associated with
You’ll be able to see if viewers are engaging and converting on these
the video or series
programs, and ultimately show attribution on pipeline and revenue.

To tie your video program to revenue, you’ll need to set up revenue Account-Based Marketing Metrics
attribution in Marketo. You’ll be able to view the attribution by first 1. Percent of unique target accounts engaged
touch, last touch, and multi-touch to see where videos show up (Program successes/campaign responses)
throughout the deal. 2. Number of new contacts acquired within

The particular key performance indicators (KPIs) depend on the goal target accounts

of your program, which is covered in detail in the video below. 3. Marketing qualified accounts (MQAs)

Tyler Lessard, VP of Marketing at Vidyard, explains

how to use video for account-based marketing.
Find out how long-arrow-right
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STEP 2:

Develop a Content Plan

One of the most common errors video marketers make is they
set out to create a video program that tries to achieve multiple
conflicting goals. For example, creating a video series that
will accelerate late-stage deals but also go viral on YouTube. If
your goal is revenue, stick to getting the right people to watch,
engage, and convert, and abandon any dreams of going viral,
unless this is really about brand awareness—in which case, forget
about the conversions.
Your content plan should tightly map to your ideal buyer personas
and journey. Wherever you want higher conversions, use video,
and give it a clear objective, such as “Increase MQL conversions
20 percent over the existing campaign.”

Video Goals Existing Video Content Promo Channels Tracked Metric Video ROI

• Brand Awareness • Company Culture • Website / Blog • Views • Improvement in Social Engagement
TOFU

• Lead Generation • Social Media • Social Media • Time Watched • Increase in Site Traffic
• Field Marketing • Interviews / Q&A / Panels • Click Thrus • Longer Times on Site

• Webinars • MQLS Created • Improved Lead Generation Rates

• Lead Nurturing • 1-to-1 Videos • Email (Marketing) • Lead Conversion Rate • Improved Email Performance
MOFU

• Sales Enablement • Demo Videos • Landing Pages • Pipeline Generated • Improved Opportunity Creation
• Buyer Education • Explainer Videos

• Customer Education • Customer Testimonials • Sales Conversations • SQLs Created • Improved Customer Support
B OFU

• Product Releases • Product Tutorials • Customer Support • Conversion Rate • Improved Sales Conversion
• Opportunities Created

To develop a content plan that supports video:
1. Map the customer journey
a. List the steps buyers go through on their path to purchase.
If you don’t already have a structure in place for this,
consider using the traditional model of awareness,
consideration, decision, and retention. Add a descriptor
for each stage that guides you and your team toward
understanding what types of content or topics are relevant
for each stage.
2. Identify buyer personas
a. Identify the buyer personas who your videos will appeal
to. Knowing who they are, what they like, and what they’re
generally exposed to tells you what video format to use.
Busy executives probably won’t sit through a 90-minute
webinar, for instance, whereas technical end-users won’t
be satisfied with a high-level explainer video. If you don’t
already have buyer personas, pause your video plan and
work with the right folks on your team to generate those.
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3. Categorize your videos
a. 
Decide on categories for your videos that make sense for
your marketing team. For instance, you can sort yours by
funnel stage, by persona, or by use cases like prospecting
videos, customer videos, and sales enablement videos.
4. Establish video guidelines
a. Define your organization's roles and responsibilities for
video creation and distribution. For instance, who makes
them? Who approves them? Who distributes them? Who
organizes them?
b. 
Your guidelines should include the customer journey,
buyer personas, and video categories, and the pieces of
your brand and style guidelines that apply to videos. For
instance, what colors are acceptable for your logo during
an animated introduction? Should the people in the videos
talk in first person or third person? What colors should
images and graphics in the video be?
 From there, you’re free to begin producing videos.
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STEP 3:

Incorporate Video
into Marketo Engage
Based on your customer journey and personas, you should have
an idea of where each of your videos ought to be placed. Often,
Get Updates
the first destination is your website. But you’ll also want to use First name

First name
Marketo Engage and a video platform like Vidyard to incorporate
Last name
your videos into campaigns, emails, social media, events, and
First name

landing pages. Email address

Email address
You can think of video as applying to two different types of
Submit
programs within Marketo Engage: Marketing and operational.

Marketing programs are your actual campaigns and outreach,

operational programs are backend workflows like lead scoring.
While it’s not a one-to-one relationship where every marketing
video program needs an operational video program counterpart,
take time to think through how you can add video to both types
to score video engagement.

Here are instructions and tips for both.

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MARKETING inbox Add Video to Email

PROGRAMS

Video can give your emails a tremendous boost. Here are some best practices:

Let people know your email contains a video. A subject line that contains
“Video” is 19% more likely to be opened.

Include a clickable thumbnail. Emails that contain video thumbnails

are 3x as likely to be clicked.

In addition to the video, write your message. Complement your video thumbnail with
messaging that will capture their interest and give them some detail on what they are
clicking into. The text should say enough to communicate your message on its own.

Learn how to embed a video in an email using

envelope Vidyard and Marketo Engage.

Find out how long-arrow-right
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MARKETING recycle Reuse Your Existing Video Assets

PROGRAMS
Give your existing video assets new life by uploading them to Vidyard and adding
new CTAs—or example, your recorded webinars. Fifty-six percent of companies
have already invested in them and you can generate 30% more leads by hosting
them on-demand.

Ideas for repackaging your webinars:

Trim your recordings into 15-30 second clips as teasers and promote them
on social media.

Include a gated form before or during the video to capture viewer information.

Use annotations to highlight related assets.

Score leads based on view time percentage.

Notify sales when a lead watches a webinar recording.

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MARKETING phone-laptop Add Video to Marketo Engage Landing Pages

PROGRAMS
Videos can make your landing pages and calls to action more enticing. Use visual
cues on the landing page to guide visitors to click on the video and ensure the play
button is prominent and stands out against the video thumbnail. For added interest
and clickability, make the video thumbnail into a moving GIF.

Learn how to embed a video on a landing page

browser using Vidyard and Marketo Engage.

Find out how long-arrow-right
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MARKETING video Add Video to Event Programs

PROGRAMS
Nothing drives event registrations like a personalized invite. Adobe has used
personalized video invitations to Marketing Nation to drive 5x more event registrations
than standard, text-based emails.

Tyler Lessard, VP of Marketing

at Vidyard, explains how you can
use video to boost event ROI.
Find out how long-arrow-right
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MARKETING random Add Video to Nurture Programs

PROGRAMS
Video can revitalize nurture programs that have fallen into a “set it and forget it” mode,
and they can serve as a primary asset. Video in nurture is also a great way to test your
videos. Nurtures drive consistent traffic which lets you benchmark your view percentage
and other engagement rates, and apply those lessons elsewhere.

You can customize your nurture flows to guide prospects based on how much they
engage. If they watch 50 percent or more of the video, alert sales and convert the lead.
But if they watch any less, send a follow-up email with a different asset and try again.

mouse-pointer Add CTAs Within your Videos

Videos fit into other channels, but they’re really a medium unto themselves. If you have
a video platform, you can insert buttons, forms, quizzes, and interactive elements
directly into your video to qualify and generate leads, and guide the customer journey.

For example, you can:

● Insert a calendar link so viewers can schedule a meeting.

● Insert a link to download an e-book or watch another video.

● Direct viewers back to a landing page where they can be nurtured and tracked.
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MARKETING users Lead Scoring

PROGRAMS
Enrich your lead scores with valuable video view time intent data. How much of a video
someone watches can tell you a lot about what they’re interested in. You can add rules
to your Marketo Engage lead scoring program based on total percentage watched for all
videos, for individual videos, and for video topics.

bell-on S
 et Triggers and Filters with Marketo Engage
Smart Campaigns
You can set up smart campaigns to target leads based on a video or series of videos they
watched. You can also trigger Interesting Moments in Marketo Engage to alert sales
reps when a lead is particularly engaged with one of your key videos. For example, you
might want to notify sales if someone has watched over 75% of a product demo video.

Learn how to embed a video on a landing page

code-branch using Vidyard and Marketo Engage.

Find out how long-arrow-right
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O P E R AT I O N A L rocket-launch MQL Accelerator Programs

PROGRAMS
You can set rules so that prospects who begin binge-watching your videos and are put in
their own fast-track nurture program. Often, an accelerator will put them in direct touch
with a sales rep.

envelope-open Triggered email follow-up

You can trigger an email to be sent when someone completes a video, to give them an
additional nudge to get them across the MQL line. This is a great tactic for when you
have leads that are close to hitting their MQL threshold.

check-circle Pro tip

If you’re using account-based marketing strategies, you can use what’s
known as progressive profiling: interactive CTAs or triggered emails that
collect further information to build out your contact or account’s profile.
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O P E R AT I O N A L analytics Segmentation
PROGRAMS
If your video platform is integrated with Marketo Engage, you’ll be able to access your
video data in Marketo Engage reports. This lets you segment your audiences based
on whether they’ve watched or not watched particular videos, by the topics of videos
they’ve viewed, and by how much of those videos they’ve completed. If you’re careful
about tagging your videos based on subject matter and the landing pages they appear
in, you can use this data to create simple product interest scoring models that help you
personalize their journey.
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Ready to Begin?
Video is easier than you might think. It’s cheaper
and more accessible than ever before, and it’s a
highly effective way to supercharge your traditional
Marketo Engage campaigns. With this playbook,
you have everything you need to set goals, lay out
a plan, use videos in Marketo Engage, and get out
there and start converting.
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About Us

Smart businesses know that people want video. Everyone craves it, relates to it, and most importantly, presses play.
But smart businesses also know that you need more than just eyeballs on your content. That’s where Vidyard, the
Video Platform for Business, comes in. Simply put, Vidyard gives you the power to create better, stronger business
results, like more (and better!) leads, more pipeline, and more customers.

www.vidyard.com/integrations/marketo/

Marketo, an Adobe company, offers the solution of choice for lead management and B2B marketing professionals seeking
to transform customer experiences by engaging across every stage of complex buying journeys. Natively supporting
both lead and account-based marketing strategies, Marketo Engage, as part of Adobe Experience Cloud, brings together
marketing and sales in a comprehensive solution designed to orchestrate personalized experiences, optimize content,
and measure business impact across every channel, from consideration to conversion and beyond. To learn more about
Marketo Engage, the vast community of passionate marketers in the Marketing Nation, and Marketo’s robust partner
ecosystem, visit www.marketo.com.

Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe in the United States and/or other countries.