- Could you tell me a little about your background and how you came to become the CMO of Vidyard?
I am actually an Engineer by trade, which has served me well in my recent career as a marketer. Like many other data-driven marketers out there,
I view marketing as part art and part science, and to maximize your success you need to have a good appreciation of both and be smart about how to apply the two together.
With that in mind, I began speaking with the co-founders of Vidyard about one year ago and was blown away by their appreciation of this very same philosophy, not only in how they view marketing within the company, but in how they build their products for other marketers in the industry. It was a natural fit and I jumped at the opportunity to join the team at Vidyard.
- How would you describe Vidyard?
Vidyard is passionate, energetic, inspiring, and relentless about customer success and delivering value to the market. We pride ourselves on solving real problems for our customers today, but also looking ahead at where the market is heading so we can help our customers stay ahead and hyper competitive.
While others in our market tend to focus on how they help customers host video content at the lower cost, we think every day about how we can help our customers extract more value from their online video content as a way to advance their business and generate more revenue.
- What is the core marketing technology capability that you bring to a marketer? Where does your product fit in viz. the customer life cycle?
Vidyard is a Video Marketing Platform that helps businesses turn their online videos into powerful content marketing, demand generation and lead qualification tools. In addition to simplifying video content hosting and distribution, we enable marketers to add email gates, data collection forms and interactive calls-to-action within their videos to enhance lead generation and better engage their viewers. But more importantly, we enable them to identify WHO is watching each video and for how long, and push that data into their existing marketing automation and CRM lead records for better lead scoring, segmentation, qualification and customer insights.
As video becomes a more prominent part of web strategy, content marketing and demand generation programs, the ability to track each prospect’s actual engagement in different pieces of content becomes very powerful for a marketer.
- As a CMO, what keeps you awake at night?
Excitement about what’s coming next in our marketing calendar.
We’re constantly brainstorming, producing, and launching new marketing programs and we have a great system in place to track performance and measure impact.
We certainly look back at past performance, but every day I’m thinking about what we’re doing for the next 5 to 10 days to generate more leads, enhance the success of our customers, and build our brand in the market.
- Are there any new features or upcoming upgrades that you’re excited about and would like to give us a sneak peek into?
Last month we unveiled one our most exciting product initiatives to-date: Vidyard Studio. This is a very simple solution that enables anyone in the marketing or sales team to create custom videos in a matter of minutes with no special software or skills required. And because it’s built on the Vidyard platform, any videos that your employees create are hosted in the cloud, can be easily shared internally or externally with the click of a button, and your employees can track exactly who watches it and for how long. We’re already seeing huge interest within marketing teams for both internal and external videos, but also within sales enablement to help sales reps better communicate and understand their customers.
We see a future where creating a short video is just as easy and natural as writing an email or creating a slide deck, and Vidyard Studio is an exciting step in that direction.
- We are seeing this massive explosion of martech cos take place across so many categories. How do you view this phenomenon? Do you see competition, opportunities to partner and/or integrate?
As a CMO as well as someone deeply rooted in the industry, I couldn’t be more thrilled about the amount of investment and innovation in the martech space right now. And what’s great to see is that nearly everyone is building with a modern platform and API mindset, which makes it possible for different technologies to cross-integrate and create exponential value.
In our case, we’ve built integrations with Elouqa, Marketo, Act-On, Pardot, ExactTarget, Salesforce, Hootsuite and many more marketing and sales platforms.
These integrations are all about enabling marketers and sales teams to turn the video analytics we’re tracking into tangible customer insights and real-time action. I hate to use such an obvious cliché, but this is truly one of those 1+1=3 scenarios and our customers are realizing the benefits of these integrations every single day.
- How do you weigh in on the whole ‘buying into vs building a marketing cloud’ choices that marketers have to face today?
There is no one size fits all when it comes to a topic like this. Every industry, business and marketing team is different and the right approach will depend on your goals, methodologies, maturity, budget and legacy systems. But at the end of the day, the more that a marketing team can rely on a “marketing cloud” to manage their data and run their processes the better as there are obvious efficiency gains.
That said, I don’t see one cloud to rule them all, it’s about stitching together your own customized network of clouds that cross-integrate with each other and deliver on the value you’re looking for.
- From your perspective, what does the future for Vidyard look like two years out?
While we continue to invest in video marketing solutions for the marketers out there, we’re also seeing more and more businesses looking for a single video platform that they can standardize on across the business for both external and internal needs.
Video is no longer just for marketers, it’s quickly becoming the go-to tool for sales enablement, internal training, corporate communications and more.
This is why tools like Vidyard Studio for video creation are so important, and why we are continuing to invest in integrations with enterprise social and collaboration platforms like Chatter and SharePoint. It’s all about delivering value across the organization to give our customers a platform to grow on, and to create new business value.
From MarTech Advisor