MarTech interview with Stacy Adams, Marketing Manager at Vyond

MarTech interview with Stacy Adams, Marketing Manager at Vyond

There is a special science and art to effectively using videos to gain more marketing traction; Stacy Adams, Marketing Manager at Vyond shares some pointers:


Welcome to this chat from the MarTech Stacy series, tell us about your marketing journey and learn more about your role at Vyond?

Thank you for having me, Paroma! My marketing journey has taken me across various industries including global telecommunications, internet and technology, and I have taken charge of B2B and B2C communications. I joined Vyond – a video animation software company that helps businesses create corporate videos with ease – in 2016 as a Marketing Manager, where I’m currently focused on improving visibility on the how video can be used as part of an engaging communication and learning strategy. I love technology because of its ability to connect people, and my role at Vyond is a perfect fit for me, as I am passionate about the power of video storytelling and truly believe in its unique ability to enhance learning in business. and address communication in today’s workplace. problems.

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We would love to hear your thoughts and observations on the growing use of video in marketing and sales today, what sparked this trend and how do you think it will evolve in the future?

When it comes to communicating, execution is everything. It can be very difficult to ensure that a message gets through in a very entertaining environment, and video is more engaging and interesting than text when used in the right context. It allows viewers to view and retain the communicated information in a way that other methods of communication cannot. Videos provide the opportunity to bring any concept to life, however complex it may be.

We are also finding that people prefer video. Last year our team interrogates 1,000 employees in large companies and found that 52% of employees prefer to watch or listen to a company announcement or communication instead of reading an email or blog post. It’s a testament to the power of video to break through when people are already so inundated with email and instant messaging.

I believe that as businesses continue to fight for the attention of consumers, video will continue to develop as the preferred communication medium for marketing and sales, as well as internal communications.

Can you talk about some of the most innovative video marketing and video content experiences you’ve seen in B2B marketplaces today?

Wistia is a great example of a business that fights boredom with engaging and engaging content. With the use of creative storytelling and humor, Wistia created a series titled Equipment squad which turns educational B2B marketing content into compelling and humorous videos on cartoon video production equipment in a quest to defeat Dr. Boredom.

Another good example is Safer edge, a UK-based risk management firm. Safer Edge focused on using video to make training more inclusive. Thanks to our platform, the team was able to make videos with representative voiceovers and focus on gender and ethnic diversity in order to create content that better reflects and resonates with their audience.

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As marketers and sales teams become more sophisticated in the way they use video to drive business results, what kind of best practices and assistive technology do you think they should? to concentrate ?

First, organizations need to recognize that video should be a tool that every employee can access and use, as it has many benefits for all teams and roles. It’s important to broaden our perspective on who can create and use video – it’s no longer just a tool for creative and design teams to use, but rather an important part of the tech stack.

Speaking of the tech stack, as businesses embark on digital transformation (DX) efforts, communication tools need to be part of the overall conversation. When we think of a DX journey, the first things that come to mind are probably the data and analytics to inform customer engagement. Adopting tools that help us communicate better is not always seen at this level, but it should be. Communication tools need to be part of the DX ‘tech stack’ that organizations spend countless time, effort and dollars building, and the people who use these tools – which in many organizations are everyone – need training and appropriate resources on how to use them. them correctly.

In what ways can brands effectively use videos across multiple online channels to drive better engagement and conversions?

It is important to be selective with the chain. Just because a video can be downloaded on all platforms doesn’t mean it should be. Consider what your audience prefers and what will be most effective. Here’s an example: In the Vyond survey I mentioned earlier, we found that 65% of remote workers find video messages from their company’s CEOs much more engaging than text messages, compared to just 49% of employees. Office. When trying to hire remote workers, video can be your best bet. But for office workers, announcements and in-person events can be more effective, so it’s important to tailor the strategy for both audiences.

For videos that will be uploaded to multiple or all of a brand’s channels, I generally recommend keeping them short. Creating long videos can be tempting when you have a lot of information to communicate, but long videos can be less engaging and more difficult to digest.

Some final thoughts, takeaways, digital / martech marketing tips, and best practices before closing!

I think as we continue to see organizations embrace hybrid and remote work environments in 2022, video will play an increasingly critical role in employee engagement, so it’s critical that companies know how. use video effectively as a means of communication. It’s also a great way to be creative and have more fun communicating. So I’m excited to see the new ways leaders and employees will use video over the coming year. Thank you for having me here today, Paroma!

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