Video Marketing for the Customer Journey

Video Marketing for the Customer Journey: Next and Best Practices

67% of the buyer journey is driven through digital channels and content

©2015 Brightcove Inc 3 |

Video is one of the most powerful ways to drive marketing results

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The Marketer’s Role Has Fundamentally Changed

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Video Moves Marketing Throughout the Customer Journey

The journey of a thousand miles begins with a single step.

- Lao Tzu

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Start Your Video Marketing With Small Steps

Start with the Next Practice Step 1: Existing nurture tracks and emails: where can you easily add video?

Your Goal is Best Practices

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Start Your Video Marketing with the Engagement Stage

Best Practice Engagement: Video Gating

•  Video gating leads to an “exchange” of prospect information for your content. Make your video content compelling enough to entice the viewer to fill out the lead gen form with personal information

•  Test your gating preferences for each target audience and each type of content. Results vary and your strategy should reflect tested results

•  Gate single videos rather than a landing page to give insight into the content behind the gate

•  Start with mid-roll gating, then A/B test pre and post-roll if results are not as expected

•  Consider “soft gates” if your conversion rates are low

Source: blog.brightcove.com/en/2015/07/getting-started-video-gating

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Next Practice Video Gating: OnBase by Hyland

OnBase is an enterprise content management software company

GOAL Use video for lead generation

SOLUTION Use Brightcove Audience tied into their MAP. Started small with one explainer video. Created lead gen forms in Video Marketing Suite and are A/B testing placement for best results.

RESULTS Branching out to other videos, testing results against content type to evolve marketing strategy


Engagement: Email and Landing Pages

55% increase in email click-through rates

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Best Practice Engagement: Emails

•  Build a playback page (landing page) home for your video •  Design a thumbnail to entice recipients to play video •  Enable autoplay on your landing page, if appropriate, to increase

engagement and conversion rates •  Generate video player and email thumbnail embeds and tracking codes •  Test the flow and analytics

Source: blog.brightcove.com/en/2015/07/how-include-video-email-campaigns 12 |

Engagement: Email and Landing Pages

up to 80% increase in landing page conversions

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Best Practice Engagement: Landing Pages

•  Create visual tie between email and landing page •  Focus your landing page on video content and simplify landing page

copy •  Anchor your video with additional valuable text-based content •  Include the call-to-action both in video and on landing page •  Enable your MAP and CRM to push notifications around lead activity

(% watched, time on page). Automate emails to engaged leads or establish triggers to send MQL to sales

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Next Practice Email and Landing Page: Wiley


Wiley is an international pharmaceutical company GOAL Pulse check their existing database with email to a video-focused landing page

Next Practice Email and Landing Page: Wiley


SOLUTION Use Brightcove Audience player on a page created in their MAP. Also use Brightcove’s CRM integration to streamline marketing and sales communications.

RESULTS Able to update their database based on the email click-throughs. All video engagements video have been sent to their MAP for future targeted communications.

Best Practice Email & Landing Page: Overseas Adventure Travel


Best Practice Email & Landing Page: Overseas Adventure Travel


1.  Streamlined images and copy from email to landing page

2.  Landing page focus is one main video 3.  Video playlist contains related video

content (itinerary, trip experience, guides)

4.  Text on landing page supports and extends video content

5.  Video placed next to conversion links, guiding viewers directly to conversion stage of customer journey


Video Moves ROI


Video Moves ROI

•  64% marketers using video can track how a specific asset is performing (vs 28% non-video users)

•  43% marketers using video can capture content metrics across all channels (vs 16% non-video users)

•  38% marketers using video have a process to track engagement (vs 12% non-video users)

Source: Aberdeen 2014


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