Episode 1 - Tyler Lessard - The Art of Creating Customer Experiences with Site, Sound and Motion

Summary: The first episode talks about how we should be creating video content for all the parts of the sales funnel. We invited Tyler Lessard, the VP of Marketing at Vidyard.  Here are the links to some of the things we spoke about on the podcast. Chalk TalksInbound marketing conferenceBrian Hallingan, CEO of Hubspot Transcript of the podcast episode Tyler Lessard: 50% of your content should be video. Peter: This is Time for Marketing. The marketing podcast that will tell you everything you've missed when you didn't attend the marketing conference. Peter: Hi, my name is Peter, and I welcome you to the very first episode of the Time for Marketing podcast. I'm a marketing person myself. I have worked in SEO, I've worked in content marketing, I've worked in email marketing, and because of that, I've been to a lot of marketing conferences. I've learned a lot there, but sadly, I was never able to go to all of the conferences I wanted to go to. That means, of course, I've missed a lot of interesting talks, and probably, so have you. The idea of what we're doing here is, we want to change that. We don't want to miss any interesting talks on any conference anymore. So, what I do in this podcast is I look for interesting people who speak at marketing conferences, I invite them and allow them to sum up their presentations in five minutes. I give them questions about what they told us, and release all that in a podcast. This is the very first episode. We have a lot of excellent guests lined up. We have a really nice guest for the first episode, and because I don't want you to miss any of the future guests, I will ask you to subscribe. You can, of course, go to iTunes or wherever you get your podcasts, and if you like the podcast, of course after you finish listening to it, go to iTunes and rate and comment on the podcast. All right, our first guest is-- Tyler: Tyler Lessard. Peter: He works at-- Tyler: I'm the VP marketing here at Vidyard. The company is a video platform for businesses. Peter: We found him as a speaker at the content marketing conference. The title of his presentation was, "The art of creating customer experiences with sight, sound, and motion." I would like to ask you to sum up your speech in the next five minutes, and give us the most important points that you gave at the conference. Tyler: Yes, absolutely. I think tied to what I said with regards to video being a more and more important part of the customer life cycle, I think most of us will agree that today's audiences expect richer or more personalized, more interesting communications. Whether it's your top of funnel marketing activities, whether it's how they're learning about your products and your company, how they're interacting with sales representatives, or even existing customers, how they're being educated on how to use your products or services, or how they're being communicated with by their account reps. Gone are the days of long text-based emails, and white papers, and things like that, and more and more it's about short-form blog content, short-form infographics, and of course, rich media and video content. One of the things that I'm really passionate about is this notion of, in this new world, as we're changing the ways we communicate with prospects and with customers, video becomes a very important part to how we build relationships and how we create really, what I call remarkable experiences with individuals. Again, as they more and more go into self-service mode, right? If you think back 10, 15 years, most B2B companies were about, there was more a direct sales process. You would have that face time with clients, and you'd build relationships as you go through that buyer's journey, but these days, that's getting less and less. People are more expecting to consume content on their own time and in their own digital worlds. As marketing and sales leaders, we need to be providing them with the kind of content that still builds relatio