Introducing: The Modern Marketer’s Guide to Video

by Amanda Batista on May 20, 2014 in Demand Generation

Video marketing: You know you need it. Your audiences love it. But for many marketing organizations it’s difficult to strategize. And even when you do create cool brand videos loved by your team and audiences alike, you want to make sure that you can understand the video’s performance. (After all, you’re data driven!)

Data! Metrics! These are pesky words that often seem to crush video marketing dreams. Because no matter how many creative, terrific brand videos you put out into the universe, as a modern marketer you have to become more strategic and prove that your investment in video marketing is resulting in clear ROI.

The only problem? You’re not sure where to get started, or how to make video especially measurable.

Why Video Metrics Matter
As your investment in video starts to rise, you need to understand audience interaction to see who’s sticking around to view your content as well as what percentage of your audience converts. These KPIs – among others – are indicative of prospect interest and the effectiveness of your marketing. A view count, however, that’s just fluff.

Just ask poor Sarah here. Citing a total view count can’t catch her a break with her boss:

As you can see, ‘metrics’ can’t be the thing you’re afraid of anymore. But the good news is, it shouldn’t have to be what’s striking fear into your heart in the first place!

Not only are there tools you can use to better measure the performance of your video readily available to you, but based on a few really awesome video campaigns, there are best practices you can follow to ensure you start using video more strategically.

Video and Your MAP: The Super Force!
When you start using video in combination with your marketing automation platform, that’s when things get especially exciting. By combining your video data and MAP, you can track each individual’s video viewing history in their MAP contact record, and set triggers to follow up with prospects right after they’ve watched a certain threshold of your video marketing content. The combo ultimately allows you to become an automated marketing qualified lead-generating machine!

Need More Strategic Video Marketing Tips?
Check out the Modern Marketer’s Guide to Making the Most out of Video. A co-branded guide with our friends from Vidyard, it’s packed with practical B2B video examples and tactics, including examples from B2B companies including Taulia, Cisco, Cvent, General Electric, and more. In the detailed guide we walk you through:

What the term “narrowcasting” means and how your video strategy will benefit from it
• The six steps to purposeful, measurable video
• Ways to use video throughout the funnel
• Connecting video data to your MAP to identify and nurture your hottest opportunities
• The metrics you need to track as a successful video marketer

Grab your guide and start planning your strategy for video marketing!

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