Best Practices

How Zoom Put the Boom in Partner Engagement and Demand Generation with Personalized Video

A webinar from StructuredWeb on how organizations like Zoom are leveraging personalized video marketing to drive 8x higher conversion and 5x higher engagement rates.

In this video Steven Kellam walks the audience through how Zoom put the boom in partner engagement and demand generation with personalized video.

At 00:10, he introduces himself as the Chief Revenue Officer at StructuredWeb, and from 00:42 introduces the guest speakers for this webinar: Gerard Suppa, Director of Product Management at StructuredWeb and Joan Morales, Head of Partner Marketing at Zoom.

At 01:25, Steven outlines the 3 takeaways of the webinar. The first one is ‘what is a Personalized video and why is it an imperative?’

The second one is ‘How can channel marketers easily enable Personalized video for their partners?’ and the third is ‘The real demonstration of Personalized video from both partner’s and vendor’s perspectives’.

Overview of StructuredWeb

From 02:28, Steven gives a brief overview of StructuredWeb: They provide a powerful and easy-to-use channel marketing automation platform, and he outlines their three key differentiators:

The first is Partner Experience, the second is that StructuredWeb is entirely focused on channel marketing, and the third differentiator is that StructuredWeb is a data-driven organization.

From 04:01 Steven describes a snapshot of the tools and capabilities that StructuredWeb enables for channel marketers and partners.

There are 20 tools that are further categorized into 5 categories of marketing tools, digital advertising, content syndication, and customizable assets. Among customizable assets, one of the tools is a Personalized video, which this webinar explains.

At 05:08 Steven shows their hybrid engagement model and the three ways StructuredWeb allows vendors to interact with their partners.

The first and the simplest way is a self-serve portal, the second is a marketing concierge where they execute and build campaigns for the partners, and the third is an agency marketplace which is for high-potential strategic partners.

At 05:58, he shows the brands and technology partners that they work with. These include IBM, Zoom, Google, etc.

Personalized Video

From 06:41 Steven invites Gerard to explain what is a Personalized video from a partner’s perspective.

Gerard explains that the main concept of personalized video is to infuse video with your company branding into a video, and as you would expect the key element is to personalize the message that you are sending in a video. This personal touch will help in connecting with customers, increase email conversions, and improve customer satisfaction.

At 07:53 Steven invites Joan from Zoom to talk about why personalized video is so critical to them. Joan states that being a part of Zoom, video is naturally very critical for everything they do from a communication perspective.

Secondly, it provides partners a way to reach out to their customers, and thirdly in many cases partners need to sell complex solutions and a video can best explain the details, such as whether it is a subscription service or a product.

From 09:24 Steven adds to Joan’s perspective on the importance of video for the faster transferring of complex messages to customers. Joan also states that video can now be inserted in many places on the web including all social media and other platforms.

Vendor Demonstration

From 11:05 Steven hands the discussion over to Joan, who will walk the audience through personalized video from a vendor’s perspective.

11:28 – Joan takes the stage and starts with the partner demand center that they have developed for their partners, sharing his screen to show the environment that they have built. At Zoom, they didn’t have a co-marketing platform for scale and so they built it with StructuredWeb.

On this platform, they have a section for campaigns that partners can leverage. Multiple campaigns are available here and more are created regularly. Partners can also filter that content easily or can activate any of the campaigns and it includes the facility for translating any of the campaigns into any language. In these campaigns, you have landing pages, emails, social media, banners, and everything that will be part of the campaign.

You can also edit and personalize your campaigns, and download them. All of this is available in campaigns and the asset library section. In the asset library, the partners can come and find an asset that they may need, where they can search for anything and the results will be filtered. Partners can also filter these results by language, solution, type of asset, and campaign focus. The important thing is that you can also share these results with one of your partners.

In this partner demand center, they also have social syndication, web syndication, event syndication, and video marketing. Finally, if partners need any sort of help, everything is present in the knowledge hub. Partners can receive help via the marketing concierge service and support is provided in their region from a local member of their team.

How does Video Personalization work?

At 18:52 Steven turns to Gerard to walk the audience through how simple it is to make video personalization work from both the vendor and the partner side.

From 19:02 Gerard shares his partner’s demand center and shows the video section in the navigation bar. Here, not only is the video library present but you can also go back to any previous videos that they have customized previously.

In the video library, we can see a plethora of videos that have already been produced. There are professional marketing videos with some of them having language support. We can preview any of the videos and can also perform certain actions with videos. We can share them via direct link, embed videos on a website, and also download a particular video.

At 21:10 Gerard clicks on customizing the video option, which takes a couple of seconds, and makes a customized version of this. Gerard also mentions the key aspect of the interface, i.e., simplicity and ease of use. In the customized options panel, there are a few more options that we can use to personalize this video. We can edit the intro scene message, which will appear at the start of the video.

If we want to further personalize that video, we can add the person’s name whom we are going to address. There is also an option for the outro where we can put another message. We can also select the music for the intro and outro. In the last option, we can select the background color intro and outro according to our branding.

At 24:40 he applies changes to the setting made on the video. During this time, on the right-hand side of the video preview, we can see the changes being processed and applied to the customized video. After the video is ready to be used, we can then preview it. Once the video completes, we can see that the outro also contains our personalized information pulled in automatically. All of this information is pulled from our partner profile within the platform.

From 27:10 Steven asks Gerard a question about whether one can embed a Calendly link in the outro, for a clear call to action? Gerard then says that it can be displayed on the video but it would not be an active link on the video itself. However, it can be included as a visual piece for customers.

At 27:54, Gerard explains the next step once we have done customizing our video. Once we are done with our video editing, we can then go to the share tab. On the share tab, there are three different options on how we can use this video. The first is a direct share link, the second is embedding the video on a website, or we can also download the video.

Wrap Up

At 29:10 Steven concludes the webinar by pulling up some numbers for the audience. Steven asks Christopher to show some facts and figures, who highlights that almost 87% of businesses use video for marketing purposes. 84% of them say that video helps them generate more leads, and 78% say that it increased sales.

Demonstrating the power of StructuredWeb, for personalized video these facts become even better. It generated 8x higher conversion rates and 5x higher engagement rates.

At 30:00 Steven outlines the five key takeaways for partners and vendors.

The first one is the ease of use both from the vendor and partner’s perspectives. The second was brand integrity, third was personalized messaging where we can send messages personalized to our users. The fourth was co-branding by which we can use our brand color and company logo. Joan explains the fifth one which is amplification reach by which partners and vendors can both experience increased business success.

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