The B2B Nation Podcast is made up of expert opinions and advice on the most important topics in B2B sales and marketing today. Recently, Jeff Gadway, the Director of Product Marketing at Vidyard, was a guest on our podcast.
In this episode, we discuss where the need for personalized video content arises, why it is important for marketers, whether marketers are underutilizing video for lead generation, MarketingSherpa Summit, and more!
Below are my key takeaways from the conversation.
Personalized video allows you to engage your audience on a one-to-one level, but at mass scale.
If you think about it, the sound of a person’s name is the sweetest word in the human language. It was Dale Carnegie who said that a long time ago. We all want to be treated as individuals. We want to be identified, respected, acknowledged as individuals, and personalized video allows you to talk to somebody on a one-to-one level, but at a scale of 10s or 1000s in one mass email campaign. It allows you to go very broad but also get really targeted and treat people as people. As Jeff explained, “We recognize people as individuals, and we’re seeing some amazing results that indicate that this is in fact working, and that it’s making a huge impact on the effectiveness of email campaigns.”
There are a number of different places that personalized video can be used.
Outbound email campaigns are definitely a great place to start. Including a video thumbnail in an email campaign increases click-through rates by 2x. When you add a personalized element, including the recipient’s name or company name or job title in that personalized thumbnail image in the email itself, the click-through rates skyrocket through the roof. That’s one of the simplest ways to implement a personalized video. You can also use it for inbound campaigns as well.
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You can put a personalized video on a campaign landing page, so when a person arrives on that landing page, they might fill in some information and then be sent a personalized video as a follow-up. Jeff shared, “We’ve seen customers that are using personalized video to do product demos for recruiting purposes. We’ve even got a couple of customers that are in the education space that are using it to recruit high-potential students that they’re looking to bring to their university.”
The results that Vidyard’s customers are seeing are really phenomenal.
“We recently worked with a number of customers on some holiday campaigns back in December, and we got them to share some of their results with us. Tradeshift is one of the customers we’ve been working with. What they shared is that their click-through rates are typically around 1% on their email campaigns, which is pretty average for marketers today. When they ran this personalized video campaign, they saw their click-through rates sky rocket to over 10.75% which is a pretty phenomenal increase in click-through. We saw Cetera Financial see similar types of increases, 600% increases in their click-through rates.”
Act-On saw 30% more people watching personalized videos right until the end.
“Typically speaking, just under 50% of viewers of Act-On’s videos would watch all the way to the end, and with personalized video, that number increased to approximately 80%. What we’re seeing typically is increases in click-through rates, increases in click-to-open rates, longer time spent on page, longer engagement with the videos themselves, and more downloads … in addition to fewer unsubscribes than people are typically used to.”
What marketers are saying about video and what marketers are actually doing about video, are two very different things.
About 75% of marketers would say that video is the most important content medium that they have. However, only about 15% of them are actually capturing actionable data about their viewers that they can use to score leads, segment customers, build more effective nurture programs and do things that would allow them to demonstrate the value of their video strategy and show the ROI on their video.
“Marketers definitely are under-utilizing video; not that they don’t understand that video is a powerful medium. They get that it allows them to capture the minds and hearts of their audience, but they don’t have the tools to be able to actually translate those views into actionable insights that allow them to move their business forward, generate revenue, and show results.”
This podcast was created and published by TechnologyAdvice, an Inc. 5000 company looking to help buyers find marketing automation software, CRM systems, and more.