Todd Patton - How to Make Better-Informed Decisions About Video Across the Entire Marketing Funnel

1. TwentyThree™ – The Video Marketing Platform
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How to Make Better-Informed
Decisions About Video Across the
Entire Marketing Funnel
1

2. TwentyThree™ – The Video Marketing Platform
twentythree.netCopenhagen #TwentyThree #Video #Marketing
00:23
By Ignoring Video, Your Data-Driven
Decisions Are Off by 50%
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3. twentythree.net
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Quantitative
Marketing funnel
Conversion
Lead generation
Results-oriented
Data-driven business
Communication
Storytelling
Engagement
Human
Relational
Video
Marketing
Qualitative

4. TwentyThree™ – The Video Marketing Platform
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The majority of
marketers are
only using video
at the top of
the buyers journey.

5. TwentyThree™ – The Video Marketing Platform
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Are Marketers Properly Measuring
Video Through the Funnel? (No)
Video is being measured by the equivalent of decade-old vanity metrics like clicks.
Source: TwentyThree’s State of Video Marketing Survey 2018
55%Amount of plays
36%Likes/shares of video
on social
38%
Engagement
24%
Conversions
18%
Leads
generated
27%We haven’t
defined success

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51% 30% 12% 5%
3
%
0-2
mins
2-5
mins
5-15
mins
15-
45
45
+
11%
0-2 mins
21%
2-5 mins
18%
5-15 mins
20%
15-45 mins
30%
45+ mins
What videos are being produced?
What videos are driving engagement?
You’re most likely producing
the wrong videos.
Source: State of Online Video 2017
Successful videos don’t have to be under 2 minutes.

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Marketers
are stuck on
a platform or
two.

8. TwentyThree™ – The Video Marketing Platform
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Twitter
8
Run your
video
everywhere.
YouTube Instagram
WebsiteBlogs & Embeds
FaceBook

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Don’t drive users off your
website to YouTube.
Just when you’ve captured their traffic and invested in moving them
down your funnel.

10. TwentyThree™ – The Video Marketing Platform
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Keep users
in your
marketing
funnel
Live Video

11. TwentyThree™ – The Video Marketing Platform
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Dont drive 100,000 email recipients
off to a 3rd party platform
EMAIL 3RD PARTY PLATFORM
Not tracking engagement and behaviour. Driving them off your funnel and attention.

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Your lead
scoring and
attribution data
could be off by
50%

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Email
marketing
tool
Marketing
automation
CMS
CRMSoMe toolsSEO tool
Analytics
Tools
Why is video treated differently?
Video
Marketing

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Video
Marketing
Examples

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How much of my video do people watch?
Youtube
~ 00:58 mins
Owned
~ 3:56 mins
Facebook
~ 0:20 mins
23%
14
%
66%
Be a Tease
Run shorter versions of video content to
drive users to your website where you can
track their behavior

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17. TwentyThree™ – The Video Marketing Platform
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“I urged folks to measure things, not based on
how does this ROI, compare to that ROI, but
rather on trajectory. And on the investment
that is needed to get to that amazing place.”
-Rand Fishkin, Founder, Moz

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Video metrics
can’t be
put in a silo.

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Improve
lead scoring
& attribution

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79% of marketers use video
for brand awareness,
whether that’s on social,
YouTube, or on a website,
video can quickly relay your
message to prospects.
TwentyThree’s State of Video Marketing Survey 2018

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However, only 18% of
marketers use video to
collect leads
TwentyThree’s State of Video Marketing Survey 2018

22. TwentyThree™ – The Video Marketing Platform
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Increase
leads
with video
by 50%

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“Now we can actually measure and we can lead score
on engagement, and we can capture the contact
details from the [video] viewers, within that first month,
we saw that 50% of all contacts generated came from
video collectors.”
-Christian Johansen, Digital Marketing Specialist, Universal Robots

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Quantitative
Marketing funnel
Conversion
Lead generation
Results-oriented
Data-driven business
Qualitative
Communication
Storytelling
Engagement
Human
Relational
Video
Marketing

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Video Analytics
Video Audience
Inbound Video
Social Video
Video Workflow
Live & Webinar
TwentyThree
The Video Marketing Platform

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Google Analytics
• Track video player events
• Track page views on video section

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Hubspot
• Two—Way Sync / Deep integration
• Real-time Video Heatmaps
• Email Video Previews

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001
ABM (Account-
Based Marketing)
• Follow your tier 1 accounts and get notification
based on their engagement.
• Embed your content in emails to your target
accounts
• Fully integrated with the tools you already use
• Send your accounts directly to the videos they
want to watch.

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Analytics
• We’re moving from video analytics to video
marketing analytics
• Tailored for every core marketing persona
• Follows the best practise web analytics
• On demand, social, live in one place
• We innovate on video analytics, context analysis
Moving video marketing analytics to
level of web analytics

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CHALLENGE
1. Produce the right full-funnel video content.
(45 minute videos, 60 second videos, brand awareness, product video, etc)
2. Track engagement data and conversions with video across the
entire marketing funnel, add video to lead scoring and attribution data
3. Test what video content works on each channel
(social, website, live, webinars, etc)
4. Integrate video across existing tools
(marketing automation, Google Analytics, etc)
5. Use a video marketing platform

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Todd Patton
todd@twentythree.net
https://www.linkedin.com/in/to
dd-patton
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