On the topic of marketing automation platforms, the possibilities and growth trajectory for the industry seem endless. However, even though we’re seeing early adopters beginning to optimize their MAP and processes, many marketers are still in limbo. In fact, according to Sirius Decisions, a whopping 85% of B2B marketers using marketing automation platforms feel that they aren’t using them to their full potential.

Well – based on a major untapped opportunity – we at Vidyard know you’re not making the most out of your MAP, and it has everything to do with the type of content you’re currently able to track…

What’s missing in your MAP?

While you might be using marketing automation to track prospects’ interaction with text-based assets on your website, you’re likely not leveraging video engagement data inside leads’ contact records. Pushing video viewing history data into leads’ individual records allows you to better segment, nurture, and score your prospects based on the types of videos they watch on your website, and just how long these videos hold their attention for. It’s the best way to enhance how you track and intepret your prospect’s digital body language.

How your viewers interact with video on your site is a direct indication of both personalized interests, and overall purchase intent, so combining video with your MAP is a huge win.

This is why we’re proud to bring you the Vidyard integration for Pardot.
With the need for increased transparency and better reporting around which video assets are actually responsible for influencing won deals, we’ve made marketer’s dreams come true once again, creating a means for you to identify viewers and track how they engage with videos on Pardot landing pages, webpages, third-party sites and social channels.
Take a look!

As you can see, this new integration provides complete visibility into who is watching your video assets and this data then fuels efficient marketing and sales initiatives.

Segment and nurture more effectively

One advantage to video data pushed directly into your MAP is that you can build rules to identify lists of prospects who have watched a certain threshold or percentage of content. Maybe you’d like to target all the prospects who watched 60% of your explainer video on your homepage, for example.

After filtering through this part of your audience, you can then start up an automated drip campaign to be sent out anytime someone reaches this 60% attention span threshold. These select viewers will get a follow up email on a topic specific to the video they’re watching, exactly when they’ve demonstrated the most engagement and interest; this ultimately helps push folks into the next step in the buying cycle.

How’s that for data-driven marketing?

Score leads with greater accuracy

Feeding data into your MAP also helps you to score leads with greater accuracy. While you’re only accounting for text-based assets in your lead scoring models at this time, once you start incorporating video viewing history, scores will increase the more videos someone watches, and the longer they watch them.

It’s helpful to think about the benefits of accurate lead scoring in terms of current website visitors.

Consider two prospects that come to your website. Prospect #1 hits multiple pages, views a few blog entries, and downloads an eBook. Prospect #2 hits a few pages on your site, watches two overview videos, watches a four minute product demonstration until the end, and watches the first ten minutes of an archived webinar featuring one of your customer case studies.

In a typical scenario, Prospect #1 is going to shoot up the lead scoring ladder and become a Marketing Qualified Lead (MQL) passed over to sales. Prospect #2 is going to walk away unnoticed with a paltry lead score suggesting that all she did was snoop around a few web pages without taking meaningful action. And that’s how opportunities are won and lost.

Overall, the Vidyard integration for Pardot brings video data to your MAP so you can determine how your videos influence your prospect’s behaviour, which videos are influencing the most pipeline and revenue, and any potential gaps in the buyer’s journey that can be filled with strategic content to remove friction in the buying cycle.

Let us know with a comment how you’d use video data in Pardot!

Michael Litt