動画×Marketoで実現する先進的シナリオとは？

In recent years, video marketing has been attracting attention in BtoB marketing as well. How to efficiently acquire high-quality leads and provide them to the sales department is an eternal issue for BtoB marketers. In this context, Brightcove held a seminar in Osaka on June 7, 2019, titled “From Lead Nurturing to Customer Success: What are the advanced scenarios that can be achieved with video x Marketo? We welcomed Mr. Katsuya Utsumi from the Marketing & Communications Department of Murata Manufacturing Co., Ltd. (hereafter, Murata Manufacturing) and Mr. Hiroaki Mizutani from the Digital Intelligence Section of HENGE Inc. (hereafter, HENGE) as guest speakers, who spoke about how they are implementing marketing by combining marketing automation tools and videos. ### “If you’re not prepared, you might as well stop” Mr. Utsumi of Murata Manufacturing opened with the words “If you’re not prepared, you might as well stop”, which drew laughter from the participants. There are many articles and seminars on successful cases of marketing automation and video marketing, but Mr. Utsumi’s intention is that when you actually try to put them into practice, it’s not something you can do in one fell swoop. He also adds that “if you want to promote digital marketing, you can’t avoid it”. Murata Manufacturing has been using video for marketing since 2010. In 2013, they introduced Salesforce and Marketo, and since 2016 they have been working on a method that combines video and marketing automation. Using Brightcove Video Cloud, product demonstration videos are placed on each product page, and the viewing information for these videos is linked to Marketo. Furthermore, for viewers who watch the videos to the end, a newsletter registration form is displayed. By using this form, the company is able to acquire approximately 200 new leads per year. In addition, they have also implemented a measure where they place annotations in the middle of the videos and place CTAs where viewers can download PDF files related to the product. ######“If you’re not prepared, you might as well stop” Mr. Utsumi of Murata Manufacturing opened with the words “If you’re not prepared, you might as well stop”, which drew laughter from the participants. There are many articles and seminars on successful cases of marketing automation and video marketing, but Mr. Utsumi’s intention is that when you actually try to put them into practice, it’s not something you can do in one fell swoop. He also adds that “if you want to promote digital marketing, you can’t avoid it”. Murata Manufacturing has been using video for marketing since 2010. In 2013, they introduced Salesforce and Marketo, and since 2016 they have been working on a method that combines video and marketing automation. Using Brightcove Video Cloud, product demonstration videos are placed on each product page, and the viewing information for these videos is linked to Marketo. Furthermore, for viewers who watch the videos to the end, a newsletter registration form is displayed. By using this form, the company is able to acquire approximately 200 new leads per year. In addition, they have also implemented a measure where they place annotations in the middle of the videos and place CTAs where viewers can download PDF files related to the product. ######

(Left) A button to prompt the download of the material will be displayed after the specified number of seconds. (Right) Clicking on the button will allow you to download the PDF. ### (Left) A button to prompt the download of the material will be displayed after the specified number of seconds. (Right) Clicking on the button will allow you to download the PDF. ### *80 videos to be produced in 2019** Videos are also used in lead follow-up emails for campaigns such as exhibitions. It has been found that leads who watch videos to the end are more likely to lead to deals than leads who do not watch videos at all. Based on these results, it has been decided that 80 videos will be produced in 2019. In addition, it was said that the majority of the videos planned for production are all planned within the Marketing & Communications Department, to which Utsumi belongs. Compared to text and diagrams, videos are extremely effective at communicating the merits of a product, and the fact that they can also be reused by the sales department is also a major reason for using videos. Next, Mr. Mizutani of HENGE, which develops security services for companies, spoke about how to use videos as a tool to promote sales activities. ### Promoting the download of white papers and other documents is inefficient At HENNGE, web pages with video content are sent out by email to match the customer’s consideration phase. The viewing status of these videos is linked from Video Cloud to Marketo, and the information obtained from the sales staff’s interviews and the financial settlement month, etc., is stored in Salesforce. When a customer visits the web page, an alert email is sent to the sales staff along with the information stored in Salesforce. Mr. Mizutani says, “It’s inefficient to encourage people to download white papers and other materials. With content downloaded to an offline environment, it’s impossible to obtain data on how far they’ve read, so you can’t tell how interested they are. On the other hand, videos viewed in an online environment can be linked to MA tools to obtain viewing data, so it’s possible to approach only hot leads, which has improved sales efficiency. ### Seminar videos are divided into segments of around 15 minutes and distributedPromoting the download of white papers and other documents is inefficient At HENNGE, web pages with video content are sent out by email to match the customer’s consideration phase. The viewing status of these videos is linked from Video Cloud to Marketo, and the information obtained from the sales staff’s interviews and the financial settlement month, etc., is stored in Salesforce. When a customer visits the web page, an alert email is sent to the sales staff along with the information stored in Salesforce. Mr. Mizutani says, “It’s inefficient to encourage people to download white papers and other materials. With content downloaded to an offline environment, it’s impossible to obtain data on how far they’ve read, so you can’t tell how interested they are. On the other hand, videos viewed in an online environment can be linked to MA tools to obtain viewing data, so it’s possible to approach only hot leads, which has improved sales efficiency. ### Seminar videos are divided into segments of around 15 minutes and distributed

映像制作の経験がない企業が抱えるもうひとつの問題は、制作にかかる時間とコストだ。当初、HENGEには映像制作のノウハウがなかった。そこで彼らが目をつけたのが、毎月開催している潜在顧客向けのセミナーだった。セミナーをカメラで収録し、複雑な編集をすることなくウェブサイトに掲載した。また、1本数時間のセミナー映像を15分程度に分割して配信することで、時間をかけずにコンテンツを量産することができた。両社とも、動画がリードの質を左右する非常に重要な役割を担っていることが理解できたのではないでしょうか。Marketoのさらなる活用を検討されている方、動画データを活用したマーケティングを検討されている方は、MarketoとVideo Cloudの両製品の組み合わせを検討してみてはいかがでしょうか。