If you’re a modern marketer who’s using the demand waterfall, lead scoring or lead nurturing, then you’ve probably heard of Sirius Decisions. What you may not know is that every year SiriusDecisions brings together some of the best and brightest minds in sales, marketing and product, from Fortune 500 companies to small and medium sized enterprises at their annual SiriusDecisions Summit. The goal of the summit is to provide a forum for shari
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ng the latest insights, data, models and frameworks as well as the technology and services powering B2B sales and marketing.
This year’s summit was in Nashville, TN and marked the 10-year milestone for the conference. Boy has it grown in that time…from 130 attendees and 9 presentations to a whopping 2300 and 47 presentations! Over the course of the 4-day conference we heard tons of great speakers, case studies and keynotes…and even found some time to enjoy Music City.
Here’s a quick recap of some of the key themes:
Change is all around us.One theme we heard lots about during Summit 2015 was that of change. The opening keynote delivered by Tony Jaros, SVP and Chief Research Officer at SiriusDecisions highlighted the enormous changes we’ve seen as sales, marketing and product leaders; changes that we couldn’t have foreseen 10 years ago.
The first area of change that Tony points is around best practices, like the demand waterfall and sales funnel, the B2B buying cycle, lead scoring and nurturing and mobile marketing strategies. It’s hard to believe, but 10 years ago we weren’t employing these methodologies that today comprise the backbone of our demand generation campaigns!
Another area of change is around the organization. In the last 10 years we’ve seen the introduction of new functions like sales enablement, marketing ops, and the demand centre.  The growth in these functions was apparent as I talked to tons of people around the conference and those who came to visit the Vidyard booth!
On top of the introduction of new functions, we’ve also seen re-alignment of other functions like sales operations from being backward-looking to forward-looking with data that can help organizations make better decisions.  A case study presented by Holly Rollo, VP Corporate Marketing from FireEye provided a great example of re-alignment in action.  She talked about a dramatic re-organization of FireEye’s marketing organization to improve visibility into lead flow, pipeline as well as infrastructure and process. Her mission with this re-org was to create a world-class marketing engine that could scale for growth. The old FireEye marketing organization was siloed with distinct marketing operations, corporate marketing and regional marketing functions.
Their solution was to incorporate both product marketing and account development into the marketing organization. By making product marketing a function of marketing, FireEye was able to better align sales enablement and core materials to programs being run by the demand center. And by adding account development to regional marketing they were able to boost the service level of lead qualification! 

Understanding is key!The second key theme was that of ‘understanding’…better understanding your customers and better understanding your business metrics.
On the topic of better understanding your customers, the legendary Earvin “Magic” Johnson gave a captivating keynote talking about lessons learned from his career on the court and in the boardroom. As he roamed the packed room taking selfies with dozens of delegates, he talked about how a deep understanding of the urban consumer has been a key differentiator for him as an entrepreneur. He told stories about how, through an understanding of the tastes of the urban consumer, he was able to influence the selection of concessions, music and menu items in two of his ventures – a theater chain developed through a partnership with AMX Cinemas and Starbucks locations in urban centres across the US.

Later in the week, Erin Provey, Sr. Director of Strategic Communications at Sirius Decisions, talked about understanding the true cost of content.  Erin broke down how important it is for B2B marketers to understand the investment in content creation and provided a framework for calculating annual investment in content. Erin also covered how to analyze content spend and determine how much is productive (activated by internal audiences and consumed by external resources) and how much is wasted.  Based on a survey of 400 enterprises of different sizes, SiriusDecisions found that 65% of content was unproductive! Interestingly, the two main reasons why content was unproductive was because it was either unusable (such as hard to read) or not easily found.
Alignment, alignment, alignment!The third and perhaps most prevalent theme of SiriusDecision Summit ’15 was alignment.  As SiriusDecisions co-founder John Neesen put it, “The alignment between sales, marketing, and product is the hallmark of a high performing organization”. In his day two keynote, Neesen talked about the impacts of alignment on both top line and bottom line growth.  He pointed to a survey of 400 organizations finding that companies could grow for four reasons.
Market Growth – such as the growth in the industryCompetitiveness – like pricing, positioning, or first mover advantageEfficiency – around sales and marketing, for exampleAlignment – interlocking processes, measurement systems, service level agreementsThe study found that while market growth could represent 48-79% of growth and competitiveness and efficiency could represent 12-34% of growth, alignment could represent 5-36% of growth!  Their research found that companies that are more aligned have a significant strategic advantage over their peers. In fact, alignment can result in faster revenue growth (19%) and more profit (15%).

Another area where companies should aim to be aligned is between the promise and delivery of solutions. Jeff Lash, Service Director at Sirius Decisions gave a great keynote talking about different types of solution offerings that may be appropriate to solve different buyer and user needs. He spoke about four different solution types that organizations could employ:

How does this relate to alignment? Lash suggests that companies need to be mindful about what kind of solution they are promising and what kind of solution they are actually delivering.  Companies under-delivering against their solution promise introduce a delivery gap where customers are expecting something more integrated than what they receive. But what if the delivery exceeds the surplus? Isn’t under-promising and over-delivering a good thing? Well it can be, but Lash would suggest that a delivery surplus can also have negative repercussions and customers might feel like they’re paying for unneeded features.
V-Bot got his karaoke on at #SDSummit last night! Great party at a great conference!
A video posted by Vidyard (@teamvidyard) on May 13, 2015 at 10:40am PDT

This year’s conference was a huge success and the team is already looking ahead to SiriusDecisions Summit ‘16.
The post From Marketing Tech to Organizational Alignment: Pocket these Lessons from Sirius Decisions 2015 appeared first on Vidyard.
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Video options abound, particularly given its growing influence on content marketing success. If you’re thinking video is best done on social media channels, you may not reap the biggest benefits. You need to create videos for your website.

To make that pitch to your brand’s executives, read on and grab some stats to support your case. Plus, explore a way video can become a revenue stream for your business.

HANDPICKED RELATED CONTENT: 10 Tips (and a Ton of Tricks) to Maximi
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ze Your Video Content Investment
Video brings more search traffic
Companies incorporating video content in their marketing strategy see 41% more search traffic than businesses without video, according to an Aberdeen study shared by HubSpot.

#Video content sees 41% more search traffic than text or image via @aberdeengroup #research. @HubSpotClick To Tweet
It’s not surprising. Videos often stand out in search results thanks to the rich snippets. They attract a lot of clicks even if they don’t rank in the top three.

Though that traffic stat is from 2015, the influence of video is only growing. Google gives more exposure to video content by featuring video featured snippets in position zero (above top 10 results):

HANDPICKED RELATED CONTENT: Video Marketing Strategy: What Marketers Need to Know
Video converts more users
Adding video to your site isn’t a “a fashion accessory, it’s a ‘must-have’ … for every commercial website,” according to EyeView, a video solutions agency. But that doesn’t mean just posting any video on any page and expecting a return.

Adding #video to your commercial website isn’t a fashion accessory, it’s a must-have. @EyeviewDigitalClick To Tweet
“If you’re going to add video to your site, you must determine whether it is … effective at driving site visitors to your conversion goal,” the EyeView author writes.

While the definition of a conversion goal varies, results from varying companies show the power of video content to convert site viewers:

EyeView’s case study shows pages with video converted 80% more in some cases than pages without video.
Unbounce reported a 100% increase in conversions with help of a video.
Webprofits added a video to the landing page and saw the increase in conversion rate by 16.4% at a 90% confidence rate.
Conversionxl shares a case study where a video on the landing page achieved an increase in conversion rates by 79.3%.

#Video helped increase conversions 100%, says @Unbounce via @danlsteiner.Click To Tweet
HANDPICKED RELATED CONTENT: What to Do After You Press Record: A Formula for Videos People Love
Video leads to more purchases
Content marketing can be a tough sell to executives who are interested in its direct relationship to selling. While video’s ability to bring in more clicks and increase leads through conversions is awesome, it also positively affects customers’ buying decisions (and your company’s bottom line).

Consider these stats:

One in three millennials say they bought a product after watching a how-to video about it. (Google)
Users who engaged with video were more likely to sign up for the site’s platform hosting plan than those who didn’t watch. (Wistia)
96% of respondents said videos were helpful when making buying decisions online (Animoto)

96% of @Animoto survey respondents say videos helpful in online buying decision via @danlsteiner.Click To Tweet
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Bonus option: Video courses earn income
If you want to grow your commitment to video and bring additional success, put together a course. Providing a video-based educational experience allows you to:

Position your brand as a niche authority
Give your audience more reasons to convert
Nurture your leads to turn them into loyal customers and ambassadors
Monetize your video marketing to create a secondary source of income

Use #video courses as an additional revenue stream, says @danlsteiner.Click To Tweet
Quite a few platforms allow you to host and market your online course. To make the choice easier, here are some considerations:

Profit-sharing platforms
Usually free to join, these hosting sites retain a good portion of the course income (as much as 70% based on my experience). The platform dictates structure, pricing, and promotion. This solution works OK for those doing their first course because it doesn’t require an initial investment (apart from video creation) and it can be a great way to test your idea and concept.

Possible tool: Udemy is a well-known platform that offers a free solution for video course hosting. It doesn’t give much freedom to content creators. 

Advanced hosting platforms
If you want to retain all revenue and have more flexibility, monthly subscription hosting platforms are a great option. Once you recoup the monthly charge, whatever you sell is your income.

Possible tool: Uscreen offers an array of course marketing opportunities for $99 a month. Design courses as you want, add your branding, use your own domain, and use marketing automation and email marketing features to engage more students based on where they are in the course. You can also create and market a standalone app for your video course, creating new discovery (through app stores) and engagement channels for your brand.

DIY options
You also can use build-it-yourself solutions that incorporate self-hosted videos and self-integrated WordPress plug-ins, as well as WordPress learning management system themes. Only take this route if you work with a reliable developer because of the setup and components involved.

Possible tools: This colorlib post details a solid collection of WordPress learning management system opportunities.

HANDPICKED RELATED CONTENT: Education as a Marketing Strategy: 8 Brands Doing Online Classes and More
That’s a wrap
Video isn’t just for social media feeds. Using it on your site offers many opportunities that can bring bigger success for your content marketing strategy. It takes time to create and implement a strategic video component, but now you can make the case for why it’s worth that investment.

Have you been using video content on your site lately? Please share your favorite tools and tricks in the comments.

Please note: All tools included in our blog posts are suggested by authors, not the CMI editorial team. No one post can provide all relevant tools in the space. Feel free to include additional tools in the comments (from your company or ones that you have used).

Sure, you can catch Content Marketing World with on-demand video, but why not opt for the live experience? Register today to join thousands of your fellow marketers Sept. 4-7 in Cleveland, Ohio. Use code BLOG100 to save $100. 

Cover image by Joseph Kalinowski/Content Marketing Institute

The post If You Aren’t Using Website Videos, You’re Missing These 3 Benefits appeared first on Content Marketing Institute.

Read more: contentmarketinginstitute.com
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