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. ######
*(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 distributed**
Another problem for companies without experience in video production is the time and cost involved in production. At first, HENGE did not have any video production know-how. In this situation, they turned their attention to the seminars they held every month for potential customers. They recorded the seminars on camera and posted them on their website without doing any complicated editing. They were also able to mass produce content without spending a lot of time by dividing the seminar videos, which were several hours long each, into segments of around 15 minutes and distributing them. I think both companies have come to understand that video plays a very important role in determining the quality of leads. If you are considering using Marketo more, or if you are considering marketing using video data, why not consider combining both Marketo and Video Cloud products?
