How to capture and qualify leads with interactive video


One of the features that sets Rapt Media’s interactive video technology apart from others is the ability to integrate video with marketing automation systems (MAS), such as Eloqua, Marketo, and Hubspot. We know that the concept can be a little much to wrap your head around, which is why we invited our VP of Product, Caleb Hanson, to the whiteboard to explain the power of integrating marketing automation with interactive video.

In this interactive marketing automation video, you’ll learn: 

  • interactive-marketing-automation-video-caleb-whiteboardHow to gain insights about your customers through video
  • How video interactions can be passed to marketing automation systems
  • How video helps inform marketing campaigns, workflows, lead scoring, and fields
  • How Rapt Media integrates with Eloqua, Marketo, and Hubspot
  • The benefits of marketing automation systems

What is marketing automation?

Marketing automation is software for automating marketing tasks in campaigns. Though MAS can do many things to help you better understand your customer, in this video, Hanson covers how MAS can be used for lead capture and understanding your leads as they come into your lead funnel. As users visit your site, open emails, or do other trackable things, marketing automation understands and remembers those things before you even know who they are.

MAS captures, understands, and records every action a user takes. For example, when a user converts by filling out a form, contacting sales, or doing anything where you can correlate that info back to an actual person, all of those actions are entered into that contact’s profile within your MAS. With this kind of intel, you can understand your leads, their role in the company, the kind of company they work for, and so on, which ultimately helps your sales team contact only the people that are valuable to them.

If you give a marketer a cookie

A few months back, we launched the second season of “Baking with Jonathan,” an interactive baking experience. In this video, users chose to follow Jonathan as he bakes one of three types of cookies. Unbeknownst to the viewer, we integrated the interactive video with our MAS. We were able to not only tell what kind of cookie a viewer chose, but also which apron, whether or not to bake the cookie for a minute longer, and how to decorate it. We tracked all that information on the backend using our analytics integration, and that information was funneled into our marketing automation system and attached to a user profile.

Cookie and apron choices might seem trivial, but when you substitute “What kind of cookie do you want to make,” with “What’s your role in the company,” in your own MAS-integrated interactive video, you’re able to understand your user in a more meaningful way.

The future of content and MAS

We know this is a different way of thinking about content and marketing automation systems. Instead of the content being the bait to get the user’s information, the content is the method for getting the user’s information. We think this is the future of content and marketing automation systems, and we’re excited for you to try it out yourself.

Watch the video – or – contact us to get started with your own MAS-integrated interactive video.


Share on FacebookTweet about this on TwitterShare on Google+Share on LinkedInEmail this to someone

View Related Post

Submit a Comment

Your email address will not be published. Required fields are marked *