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Inbound Marketing Insights

7 Ways to Maximize Your Video Marketing with Wistia & HubSpot

Posted by Elyse Flynn Meyer | 2 Minutes to Read

Video Marketing on Landing Page of Laptop Screen. Business, Advertising Concept. 3d Render.Wistia is a professional video hosting tool with incredibly detailed video analytics and video marketing tools to help you better leverage your video assets. We have used the Wistia and HubSpot integration with many of our clients ranging from startups to enterprise companies. The integration is powerful in many ways, and can really help you maximize your lead generation efforts from your video marketing, and see how effective each of your videos are to your overall digital marketing strategy. 

Here are 7 ways you can see value from the Wistia and HubSpot integration:

1. Gather Data with Heatmaps: Video heatmaps will appear in prospect timelines for your salespeople to reference. This is incredibly powerful to a salesperson because they can see if video assets such as a demo or webinar have been watched fully, partially, or maybe not at all. This gives them a much better understanding of the person on the other end of the line when they make that sales call.

2. Segment with Smart Lists: Smart lists can be made to identify and nurture prospects with specific viewing behavior. For example, you can segment leads if they have watched a specific video and use that information to add them to a new automation campaign, trigger a sales rep notification, and more.

3. Enable Lead Scoring: Lead scoring can be customized to take video views into consideration when scoring each of the leads in your database. For example, you can increase lead scores by a certain number of points when someone watches your demo video.

4. Measure Video Engagement: When you host your videos on Wistia, you can measure the engagement of the video. This gives you insight into how long individuals are watching your videos, if they are rewinding back to certain sections, and even if they abandon the video at a certain point.  You can use this information to tailor your videos to make sure they are the appropriate length for your personas.

5. Add Annotations: There is a feature in Wistia that allows you to add an annotation to your videos. What this means is that when you see people are typically abandoning the video, you can have a link pop up on the video to bring them to another relevant piece of content, such as a blog, ebook, another video, and more. This allows you to reengage individuals when you know they are likely to abandon the page.

6. Enable Calls-to-Action: You may be familiar with calls-to-action on your website, but Wistia's calls-to-action are a little bit different. Through calls-to-action, you can choose to gate your videos by asking people to provide an email address prior to watching (this would then go into HubSpot as a contact). You can also use calls-to-action at the end of a video to bring people to a new piece of contact, request a demo, or just view your full video page. This keeps people further engaged after the video is complete.

7. Trigger Marketing Automation: Based on the above analytics (how long someone watches a video, their lead score, what smart lists they are now a part of, etc.) you can start to trigger marketing automation emails to bring these prospects further through the marketing funnel.

These are just a few of the ways you can use the Wistia and HubSpot integration. As you can see, video marketing can be a powerful tool for your marketing strategy. When used correctly, it gives you a completely new way to engage with leads who may be more visual, and want to watch a quick snippet of video rather than read a blog or whitepaper. You can also use videos to enhance your online assets by making them more dynamic through video marketing.
If you're interested in learning more about how to integrate your video marketing strategy with your inbound marketing goals, schedule a complimentary inbound marketing assessment.

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Topics: HubSpot, Prism Global Marketing Solutions, HubSpot Integrations

Elyse Flynn Meyer

Posted by Elyse Flynn Meyer

Elyse Flynn Meyer is the Owner and Founder of Prism Global Marketing Solutions, an inbound marketing agency and HubSpot Diamond Partner based in Phoenix, Arizona. Elyse is the author of the book, Mastering Inbound Marketing Your Complete Guide to Building a Results-Driven Inbound Strategy. She is a frequent contributor to Forbes on digital marketing, and was named Marketer of the Year by the American Marketing Association.