Using Video in Your Marketing Automation Platform

Written by
Tomer Iserovitch

Marketing automation has been around for a number of years now. Only recently, however, have selected video platforms begun enabling marketers to unleash the power of video through them.

This is possible thanks to sophisticated integrations between video hosting platforms and marketing automation platforms.

In this guide, we’ll cover everything you need to know about the dynamic duo of marketing automation and video. We will answer many of the questions about how to get started and showcase what you should look forward to learning.

Finally, we will present best practices that will see you getting the most out of fusing the power of video and video analytics with your MA.

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Marketing automation: A brief rundown

Chances are, you are familiar with, or even already incorporating marketing automation as a core aspect of your marketing stack. Now, you’re are looking for ways to do more with it. Whether you’re working in a high-growth tech company, or maybe in an established organization looking to expand its brand recognition; your company will almost surely be using a marketing automation platform to streamline, automate, monitor and optimize your marketing initiatives.

So how does it work?

Most popular forms of marketing automation rely on the principals of inbound marketing. The standard M.O for inbound marketing entails the following cycle: 

Using SEO, PPC and social marketing, prospects are drawn to the company’s website or landing pages. Once there, they are engaged with content; they will be gently driven to fill a form, becoming an identified marketing lead (or contact) in the process. 

Then, a nurturing process begins. The newly-branded contact is added to email campaigns until he or she reaches the marketing version of the promised land: Obtaining marketing qualified status (i.e. they reach the point where they are ready to be handed over to sales).

Throughout this cycle, pertinent contact-related information is fed back into the system, triggering various processes and actions. These will come in the form of personalized messages and additional content offered to a prospect at opportune times, in the attempt to maximize engagement. This content typically includes videos such as product demos, testimonials, and webinars, as well as whitepapers, case studies and e-books.


man looking at computer

Introducing the latest dynamic duo:
Marketing automation and video

Video marketing automation has 3 main pillars.

Lead generation – The use of video to convert visitors into marketable leads.

Lead nurturing – The use of video inside email campaigns to achieve the following:

  • Drive buyers into their next buying stage.
  • Make your videos “work harder” by utilizing them on every touch-point.

Lead Scoring – The use of video data to segment, qualify and score leads when you have a lot of them. This will enable you to distinguish between leads that are ready for “sales treatment”, and those who aren’t sufficiently qualified to try and convert.


video cycle

Generating leads using video

Some video marketing platforms, such as Cincopa, allow you to capture a viewer’s email as he or she watches the video as an “on-video form” experience. Then, they enable you to create a new contact on your MAP as he or she engages with video content, producing a major increase in conversion rate.

How about this idea:

Forget about asking a site viewer to sign up for yet another white paper or case study by filling up a web form, in order to convert them into a marketable lead.

While it may prove successful at times, it has become an industry staple and somewhat of a nuisance to site visitors.
Why not try and convert them through a far-more enticing form of content? Gating video content (i.e. stipulating access to those who fill a form) has proven to achieve conversion rates that are 40% higher than standard web forms.

Fun Fact: Cincopa’s on-video MAP forms can be used not just for lead capturing, but also for progressive profiling of contacts. This would mean that only fields that have missing CRM data will become mandatory to fill in to access the gated content.


Looking at phone

Nurturing leads using video

Lead nurturing is another crucial marketing facet that is revolutionized through video. Sending the right engaging piece of content at the right time, usually in the form of an email, is the difference between engagement and indifference.

Don’t be fooled by open-rate metrics. The one sure-fire way to know whether you still hold some relevance among leads is click-through-rate. And, surprise surprise, video has proven to be a game-changer in that regard as well.

Knowing that embedding video in emails generates 200%-300% higher click-through rates than conventional emails, it would be almost criminal not to properly incorporate it as part of your marketing automation efforts and overall strategy.

According to HubSpot, nurturing emails with a video thumbnail can increase click-through-rate by over 150%!

man looking at computer

Segmenting leads using video

One of the major value adds of integrating your MAP with a video platform is the ability to create and analyze segments based on video viewing .

As not all of your contacts are at the same buying stage, it is imperative they receive content that fits their position along the marketing funnel. This is critical if you hope to successfully push them down the funnel.

Let’s break it down, stage by stage:

Awareness stage: A prospect realizes he has a problem, and is in need of a solution. The prospect will often download a piece of gated content, such as an ebook, or reach a blog post where he will fill in their email to get free downloadable content.
Feed your prospects educational material so they can learn more about you, your company and your solution.

Consideration stage: Your prospect will be assessing all possible ways to solve his problem. Now is when the prospect will look into content that is linked to specific companies or vendors. This content will typically come in the form of the sought-out company demo video, brochures or whitepapers.
Feed your prospects explainer videos, webinars and an overview about what you can offer them.

Decision stage: Your leads have reached the finish line: This is when your prospects are comparing solutions to find the best fit. At this point, they will request a demo or trial access. Additionally, your prospects will likely seek out customer stories and case studies to learn if you had succeeded in helping customers whom shared a problem similar to their own.
Feed your prospects in-depth demos, testimonials, and customer stories.

Here’s an example of how video and segmentation can provide valuable insights:

This segment consists of contacts who showed high levels of webinar engagement. It will tweak lead scoring or nurturing campaigns. That way,  more contacts can be successfully pushed down the marketing funnel.



Using video viewing metrics in workflows

Let’s gain a firmer grip on how injecting video into your marketing automation processes or automated nurturing campaigns can truly revolutionize your marketing initiatives.

Using a platform that integrates video data within your marketing automation system, such as Cincopa, you can know exactly which video was watched and for how long. Then, you can send the appropriate follow-up email based on the kind of video a prospect watched an the kind of engagement levels he or she exhibited. 

Video emails (or, as they are sometimes referred to as in-email videos) can direct recipients to a video embedded within your MAP-generated landing page, or link directly to a brandable video landing page, generated by your VMP (video marketing platform).


hubspot worfkow

Here’s a look at HubSpot workflow that has video engagement as an enrollment trigger  and a trigger for future interaction.

Let’s break it down:

Your contact has successfully submitted his or  her details  in the form that pops up after your landing page video.

Has your contact passed the halfway point of said video?

If she or he has:
Sales should be notified to approach said contact

If she or he hasn’t:
Send out another consideration stage piece of content, like a customer testimonial video, to continue to nurture. 

pointing at computer

Qualify and score leads using video

Lead scoring is an advanced strategy companies employ to set quality leads apart from those whom will probably not mature to a contact, or whom are not yet ready to buy.

By attaching numerical values to potential prospects, automated lead scoring rates each interaction a lead has with your company.

These include watching videos (including a breakdown of percentage watched), video emails opened, video emails clicked, on-video interactions such as form submissions, clicks on calls-to-action (CTAs) etc.  

This is possibly one of the most powerful yet less understood features of video marketing automation. Every company needs to assess for itself and learn how to score specific viewing actions.

There is no one-rule-fits-all regarding how a prospect must score in order for him or her to be qualified as marketing qualified (MQL), or to be handed over to sales after being deemed sales qualified (SQL).

That being said, video incorporated into that structured system can be an amazing prediction of buying stage and intent.

Final thoughts and takeaways

This is only the tip of the iceberg.
With Cincopa, you can completely overhaul your video and marketing automation strategy. By combining video with your attribution measurement, you can expect to yield significantly higher conversion rates, gain considerable insights and video super-powers which you once thought were impossible. 


Using Video in Your Marketing Automation Platform

by Tomer Iserovitch time to read: 6 min