Q&A with Tyler Lessard, VP Marketing, Vidyard

Q&A with Tyler Lessard, VP Marketing, Vidyard
Tyler Lessard, VP Marketing of Vidyard has been recently named as an Epic Marketer by Marketo. In this interesting Q&A, Tyler takes us through his marketing journey and shares with us the value of technology in an era where videos are not just visually replenishing, but are also empowering the customer service teams in more ways than one.

MEDIA 7: What were you doing prior to your current position?
TYLER LESSARD:
Prior to joining Vidyard as VP Marketing, I spent 10 years at BlackBerry, building out their developer relations program and global partner community. It was an incredible opportunity to learn the importance of relationship building and strong storytelling on a global scale, and the need to simplify how we articulate and position the value of technology for line-of-business customers.

M7: What are the changes that video hosting and management have undergone over the past couple of years at Vidyard?
TL:
In recent years we’ve seen the conversation with businesses change from “why should I invest in video” to “how do I unlock the power of video across my marketing, sales and customer service teams”. This has driven us to focus on delivering new solutions through the lenses of these key audiences and what they are really trying to achieve.

We’re now helping marketing teams increase audience engagement with personalized and interactive video experiences, boost conversion rates on digital channels with optimized video experiences within their websites and email marketing, and accelerate deal cycles using video engagement data within their marketing automation platforms to qualify prospects. We’re helping sales development reps stand out and increase their response rates using personalized video messages sent via our Vidyard GoVideo app. And we’re helping customer service teams reduce call volumes and increase customer satisfaction with video-based knowledge articles embedded within customer communities. It’s all about helping businesses leverage video in new ways to improve the customer experience and generate more revenue.

"We always need to be searching for that next idea, that next channel, and that next message that will help us stay ahead of the market and build trust with our audiences."



M7: What’s top of the list for what Vidyard wants to achieve this year?
TL:
A big priority for Vidyard is to make it as easy as possible for marketing, sales and customer service teams to create, access, share and track rich video content from within the applications and workflows they already use today. We’re now doing this through integrations with key platforms such as Salesforce, Marketo, HubSpot, SalesLoft, Outreach, InsideSales.com, Zendesk and others. In 2019 we’re looking to expand this community further to enable any business professional to embrace video as a better way to communicate and deliver information.


"The most important thing for today’s marketer is to never stand still."



M7: In what way will Vidyard’s collaboration with SmartBug Media change the video experience for HubSpot users worldwide?
TL:
In 2018, Vidyard launched a strategic partnership with HubSpot to power their new HubSpot Video solution for marketing, sales and customer service. Now that the solution is available to HubSpot customers, partners like SmartBug Media are critical to helping them learn how to use video effectively and how to take advantage of these new native tools. From how they create video content, to how they optimize them for conversion, to how they track video engagement data within HubSpot CRM, partners like SmartBug Media will help customers make video an integrated part of their own marketing, sales and customer service processes.


"Vidyard delivers hyper-personalized experiences, right down to personalizing the content itself, to stand out from the other noise in the market."



M7: You have been named as an Epic Marketer by Marketo last month. That’s indeed a great achievement, Tyler. What efforts do you take to hone your marketing skills?
TL:
The most important thing for today’s marketer is to never stand still. It’s easy to get caught up in “what has worked before” and “this is how we do it”, but we always need to be searching for that next idea, that next channel, and that next message that will help us stay ahead of the market and build trust with our audiences. I’ve embraced video myself as a content medium to share ideas and connect with customers. We deliver hyper-personalized experiences, right down to personalizing the content itself, to stand out from the other noise in the market. And we stay close to the latest trends and technologies to understand how we can stay one step ahead.

ABOUT VIDYARD

Vidyard is the video platform that helps businesses transform communications and drive more revenue through the strategic use of online video. Going beyond video hosting and management, we help businesses connect with more viewers through interactive and personalized video experiences, learn powerful insights on their viewing audience, turn insights into action with enterprise integrations, and prove the impact of their video programs.

More THOUGHT LEADERS

'Businesses need to understand what 'customer-centric’ means to them' says Barry Richards, VP Global Strategy at Transmission.

Media7 | July 28, 2022

Barry Richards is the VP Global Strategist at Transmission, London. With over 25 years’ experience in the B2B Marketing industry, Barry is a seasoned strategist with a specialism in Account Based Marketing programmes. As part of the leadership team Barry has helped establish and develop the ABM planning, research and insight functions at the agency (including an Insight's Centre of Excellence). He has worked across all accounts and regions helping clients create the right ABM strategy and programmes to meet their goals. ...

Read More

'Don’t just sell a product - use content to establish yourself as an authentic thought leader,' advises AdDaptive Intelligence's Laura Goldstone

Media 7 | March 2, 2022

Laura Goldstone, Director, Communications and Branding Strategy at AdDaptive Intelligence, and an MBA graduate is an accomplished, creative, and strategic marketing leader with a proven ability to develop and implement integrated marketing and communication strategies. We had the opportunity to explore her expertise in elevating brand identities through correct messaging that addresses the customers' pain points. Read on to find out how she leverages analytics and sales communication when creating marketing campaigns that work for AdDaptive Intelligence....

Read More

Customer Success upholds and revamps the value-driven from a product, says Folloze's Adi Aloni

Media 7 | February 14, 2022

We had an opportunity to explore the crossroad between marketing and customer success with Adi Aloni, VP of Customer Success at Folloze. Read and find out more about building a customer success team from the ground up....

Read More

'Businesses need to understand what 'customer-centric’ means to them' says Barry Richards, VP Global Strategy at Transmission.

Media7 | July 28, 2022

Barry Richards is the VP Global Strategist at Transmission, London. With over 25 years’ experience in the B2B Marketing industry, Barry is a seasoned strategist with a specialism in Account Based Marketing programmes. As part of the leadership team Barry has helped establish and develop the ABM planning, research and insight functions at the agency (including an Insight's Centre of Excellence). He has worked across all accounts and regions helping clients create the right ABM strategy and programmes to meet their goals. ...

Read More

'Don’t just sell a product - use content to establish yourself as an authentic thought leader,' advises AdDaptive Intelligence's Laura Goldstone

Media 7 | March 2, 2022

Laura Goldstone, Director, Communications and Branding Strategy at AdDaptive Intelligence, and an MBA graduate is an accomplished, creative, and strategic marketing leader with a proven ability to develop and implement integrated marketing and communication strategies. We had the opportunity to explore her expertise in elevating brand identities through correct messaging that addresses the customers' pain points. Read on to find out how she leverages analytics and sales communication when creating marketing campaigns that work for AdDaptive Intelligence....

Read More

Customer Success upholds and revamps the value-driven from a product, says Folloze's Adi Aloni

Media 7 | February 14, 2022

We had an opportunity to explore the crossroad between marketing and customer success with Adi Aloni, VP of Customer Success at Folloze. Read and find out more about building a customer success team from the ground up....

Read More

Related News

ABM Accounts

Collibra Shines with Multiple MarCom Awards for Excellence

Collibra | November 08, 2023

Collibra receives multiple MarCom Awards, including two Platinum and three Gold Awards, recognizing achievements in design, publications, and podcast production. Highlighted among Collibra's successful projects is 'The Data Download' podcast, which is focused on the data community, AI/ML, and data governance education. The MarCom Awards, sponsored by the AMCP, celebrate creative excellence in marketing and communications, emphasizing the importance of creativity and branding in a competitive market. Collibra, a renowned data intelligence company, has recently announced its remarkable success at the MarCom Awards, where it garnered numerous prestigious accolades for marketing and communications. The company's outstanding achievements were acknowledged with two Platinum Awards, three Gold Awards, and one Honorable Mention, spanning categories such as creative design, publications, and podcast production. One of the highlighted endeavors among these accolades was 'The Data Download,' a podcast dedicated to the data community, AI/ML, and data governance education. The MarCom Awards are a prestigious platform that celebrates the exceptional achievements of creative professionals involved in the conception, direction, design, and production of marketing and communications materials and programs. The judges, who are seasoned industry experts, seek out companies and individuals whose talents transcend the conventional standards of excellence and serve as exemplars for the entire industry. Collibra received the following awards: Platinum Awards Collibra Impact Report Category: Creativity - Design | Annual Report / CSR Collibra Impact Report Category: Publications | Annual Report | CSR Gold Awards The Data Download Podcast by Collibra Category: Web Based | Web Element | Podcast Collibra Partner Program Brand Guide Category: Creativity - Design | Identity Suite Collibra Partner Program Brand Guide Category: Creativity - Design | Program Guide Honorable Mention The Data Download Podcast by Collibra Category: Creativity - Design | Identity Suite MarCom stands as one of the most renowned and longstanding creative competitions globally. These awards are sponsored and evaluated by the Association of Marketing and Communication Professionals (AMCP), a leading organization with a 28-year history comprising thousands of creative professionals. Denise Vu Broady, the Chief Marketing Officer for Collibra, remarked that in today's highly competitive market landscape, strong creativity, branding, design, and content have become more important than ever for brand differentiation. She expressed her enthusiasm in observing Collibra's efforts being acknowledged with multiple MarCom honors. She further conveyed her excitement in sharing this recognition with their broader team and extended her gratitude to them for their diligent efforts in earning these awards.

Read More

ABM Accounts

ON24 Ranked Top Platform for Driving ROI by Research In Action

Business Wire | October 25, 2023

According to a recent report by Research In Action, 79% of marketers say that achieving ROI from digital events is a challenge. To close this gap, ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing, has developed innovative capabilities to enable enterprises to drive cost-effective revenue growth, earning the title of global leader in Research In Action's Vendor Selection Matrix for Marketing Event Management. Marketing ROI is achieved not by one-off tactics; it’s about having a well-rounded, integrated engagement strategy. That’s why we’ve built a platform that keeps engagement going after an event ends, helping our customers drive continuous insights and results, said Callan Young, CMO, ON24. We’re thrilled to be recognized by Research In Action as marketers’ global leading platform and our dedication to delivering innovation that fuels our customers’ success is stronger than ever. The ON24 platform tops the list for both strategy and execution, excelling across key criteria that include: Breadth and Depth of Solution Offering: Through a single platform, enterprises can easily create, scale, and personalize different types of digital experiences, from live and on-demand webinars to hybrid events to always-on content hubs, that deepen audience engagement through a library of engagement and conversion tools. Data-driven Insights: With ON24, companies can deliver digital experiences that generate first-party data, fuel AI-generated content, and seamlessly integrate with marketing automation, CRM, and other business systems. Use Case Solutions: Based on decades of powering industry-leading enterprises across technology, life sciences, manufacturing, financial services and professional services, ON24 is a trusted advisor with focused solutions for mission-critical go-to-market use cases that include demand generation, healthcare provider engagement, professional certification, member enrollment and partner enablement. Customer Satisfaction: Across G2 and TrustRadius, ON24 leads the industry for delivering exceptional customer satisfaction based on hundreds of user reviews. Price vs Value Ratio: ON24 achieved the highest rating among all vendors when it comes to the correlation between platform pricing and ROI. “Marketing event management (MEM) is now more about Marketing than Events. When we asked about the top two priority investments in MEM, the buyers wanted more cost-efficient events, and after that scalability for large virtual events, video streaming capabilities and content experience as the next priorities,” said Peter O’Neill, Research Director for Marketing Automation, Research In Action GmbH. “The latter two priorities reflect a significant change for MEM software as it moves from being a project spend item to a more strategic investment.” To see why ON24 is ranked the global leader by 1,500+ marketers, read the Research In Action report here. About the RIA report Research In Action conducted interviews with 1,500 business managers responsible for budgets in global enterprises for this comprehensive report. The Vendor Selection Matrix report serves as a valuable guide to the latest trends in marketing event management, spotlighting the top vendors as perceived by the market in 2023. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement, powered by generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

Read More

ABM Accounts

HubSpot to Acquire B2B Intelligence Leader Clearbit

CMSWire | November 02, 2023

HubSpot, Inc. (NYSE: HUBS), the customer platform for scaling businesses, announced today that it has entered into a definitive agreement to acquire Clearbit, a top B2B data provider, to help HubSpot customers grow with industry-leading customer intelligence. Real-time, unified data is at the core of the HubSpot customer platform. HubSpot unifies first-party customer data and connects it with native marketing, sales, and service engagement tools. With Clearbit, HubSpot will be able to bring rich third-party company data into its system of record, making HubSpot the central source of truth for go-to-market professionals. From tracking website visits to monitoring a company’s news announcements, HubSpot will be able to provide front-office teams the most comprehensive context about their customers and prospects–at a time when it is so critical to identify best fit customers and purchase intent. To cut through the noise with deep relevance, businesses need reliable, high-quality data about their customers. That means enriching your company’s internal customer data with real-time external context, said Yamini Rangan, CEO of HubSpot. Clearbit has made it its mission to collect rich and useful data about millions of companies. HubSpot’s AI-powered customer platform combined with Clearbit’s data will create a powerful, winning combination for our customers. Clearbit helps businesses enrich customer records with over 100+ firmographic, demographic, and technographic data points from public and private data sources including social profiles, company websites, crowdsourcing, and more. Over 400,000 users rely on Clearbit’s robust data across 20 million companies and 500 million decision-makers to identify high-fit prospects, understand purchase intent, and effectively connect with customers. While it has become easier to gather company and contact data over the past few years, it is still challenging for scaling businesses to analyze and use that data. With the combination of Clearbit and HubSpot AI in one platform, HubSpot customers will be able to easily understand their data and pull actionable insights. "Clearbit has always believed that data is fundamental to the best B2B go-to-market teams," said Matt Sornson, Co-Founder and CEO of Clearbit. "By joining forces with HubSpot, the industry's most loved B2B customer platform, we will unlock a whole new level of value for our customers and help all of B2B grow better.” Clearbit has been available to HubSpot customers as part of the HubSpot App Marketplace since 2019. As part of this acquisition, HubSpot remains dedicated to upholding its high standards of responsible data sourcing, transparency, privacy, and security. Upon completion of the transaction, Clearbit will become a wholly owned subsidiary of HubSpot and eventually be integrated as an offering within HubSpot’s customer platform. About HubSpot HubSpot is the customer platform that helps businesses connect and grow better. HubSpot delivers seamless connection for customer-facing teams with a unified platform that includes AI-powered engagement hubs, a Smart CRM, and a connected ecosystem with over 1,500 App Marketplace integrations, a community network, and educational content. Learn more at www.hubspot.com.

Read More

ABM Accounts

Collibra Shines with Multiple MarCom Awards for Excellence

Collibra | November 08, 2023

Collibra receives multiple MarCom Awards, including two Platinum and three Gold Awards, recognizing achievements in design, publications, and podcast production. Highlighted among Collibra's successful projects is 'The Data Download' podcast, which is focused on the data community, AI/ML, and data governance education. The MarCom Awards, sponsored by the AMCP, celebrate creative excellence in marketing and communications, emphasizing the importance of creativity and branding in a competitive market. Collibra, a renowned data intelligence company, has recently announced its remarkable success at the MarCom Awards, where it garnered numerous prestigious accolades for marketing and communications. The company's outstanding achievements were acknowledged with two Platinum Awards, three Gold Awards, and one Honorable Mention, spanning categories such as creative design, publications, and podcast production. One of the highlighted endeavors among these accolades was 'The Data Download,' a podcast dedicated to the data community, AI/ML, and data governance education. The MarCom Awards are a prestigious platform that celebrates the exceptional achievements of creative professionals involved in the conception, direction, design, and production of marketing and communications materials and programs. The judges, who are seasoned industry experts, seek out companies and individuals whose talents transcend the conventional standards of excellence and serve as exemplars for the entire industry. Collibra received the following awards: Platinum Awards Collibra Impact Report Category: Creativity - Design | Annual Report / CSR Collibra Impact Report Category: Publications | Annual Report | CSR Gold Awards The Data Download Podcast by Collibra Category: Web Based | Web Element | Podcast Collibra Partner Program Brand Guide Category: Creativity - Design | Identity Suite Collibra Partner Program Brand Guide Category: Creativity - Design | Program Guide Honorable Mention The Data Download Podcast by Collibra Category: Creativity - Design | Identity Suite MarCom stands as one of the most renowned and longstanding creative competitions globally. These awards are sponsored and evaluated by the Association of Marketing and Communication Professionals (AMCP), a leading organization with a 28-year history comprising thousands of creative professionals. Denise Vu Broady, the Chief Marketing Officer for Collibra, remarked that in today's highly competitive market landscape, strong creativity, branding, design, and content have become more important than ever for brand differentiation. She expressed her enthusiasm in observing Collibra's efforts being acknowledged with multiple MarCom honors. She further conveyed her excitement in sharing this recognition with their broader team and extended her gratitude to them for their diligent efforts in earning these awards.

Read More

ABM Accounts

ON24 Ranked Top Platform for Driving ROI by Research In Action

Business Wire | October 25, 2023

According to a recent report by Research In Action, 79% of marketers say that achieving ROI from digital events is a challenge. To close this gap, ON24 (NYSE: ONTF), a leading digital engagement platform for B2B sales and marketing, has developed innovative capabilities to enable enterprises to drive cost-effective revenue growth, earning the title of global leader in Research In Action's Vendor Selection Matrix for Marketing Event Management. Marketing ROI is achieved not by one-off tactics; it’s about having a well-rounded, integrated engagement strategy. That’s why we’ve built a platform that keeps engagement going after an event ends, helping our customers drive continuous insights and results, said Callan Young, CMO, ON24. We’re thrilled to be recognized by Research In Action as marketers’ global leading platform and our dedication to delivering innovation that fuels our customers’ success is stronger than ever. The ON24 platform tops the list for both strategy and execution, excelling across key criteria that include: Breadth and Depth of Solution Offering: Through a single platform, enterprises can easily create, scale, and personalize different types of digital experiences, from live and on-demand webinars to hybrid events to always-on content hubs, that deepen audience engagement through a library of engagement and conversion tools. Data-driven Insights: With ON24, companies can deliver digital experiences that generate first-party data, fuel AI-generated content, and seamlessly integrate with marketing automation, CRM, and other business systems. Use Case Solutions: Based on decades of powering industry-leading enterprises across technology, life sciences, manufacturing, financial services and professional services, ON24 is a trusted advisor with focused solutions for mission-critical go-to-market use cases that include demand generation, healthcare provider engagement, professional certification, member enrollment and partner enablement. Customer Satisfaction: Across G2 and TrustRadius, ON24 leads the industry for delivering exceptional customer satisfaction based on hundreds of user reviews. Price vs Value Ratio: ON24 achieved the highest rating among all vendors when it comes to the correlation between platform pricing and ROI. “Marketing event management (MEM) is now more about Marketing than Events. When we asked about the top two priority investments in MEM, the buyers wanted more cost-efficient events, and after that scalability for large virtual events, video streaming capabilities and content experience as the next priorities,” said Peter O’Neill, Research Director for Marketing Automation, Research In Action GmbH. “The latter two priorities reflect a significant change for MEM software as it moves from being a project spend item to a more strategic investment.” To see why ON24 is ranked the global leader by 1,500+ marketers, read the Research In Action report here. About the RIA report Research In Action conducted interviews with 1,500 business managers responsible for budgets in global enterprises for this comprehensive report. The Vendor Selection Matrix report serves as a valuable guide to the latest trends in marketing event management, spotlighting the top vendors as perceived by the market in 2023. About ON24 ON24 is on a mission to re-imagine how companies engage, understand and build relationships with their audience in a digital world. Through our leading sales and marketing platform for digital engagement, powered by generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

Read More

ABM Accounts

HubSpot to Acquire B2B Intelligence Leader Clearbit

CMSWire | November 02, 2023

HubSpot, Inc. (NYSE: HUBS), the customer platform for scaling businesses, announced today that it has entered into a definitive agreement to acquire Clearbit, a top B2B data provider, to help HubSpot customers grow with industry-leading customer intelligence. Real-time, unified data is at the core of the HubSpot customer platform. HubSpot unifies first-party customer data and connects it with native marketing, sales, and service engagement tools. With Clearbit, HubSpot will be able to bring rich third-party company data into its system of record, making HubSpot the central source of truth for go-to-market professionals. From tracking website visits to monitoring a company’s news announcements, HubSpot will be able to provide front-office teams the most comprehensive context about their customers and prospects–at a time when it is so critical to identify best fit customers and purchase intent. To cut through the noise with deep relevance, businesses need reliable, high-quality data about their customers. That means enriching your company’s internal customer data with real-time external context, said Yamini Rangan, CEO of HubSpot. Clearbit has made it its mission to collect rich and useful data about millions of companies. HubSpot’s AI-powered customer platform combined with Clearbit’s data will create a powerful, winning combination for our customers. Clearbit helps businesses enrich customer records with over 100+ firmographic, demographic, and technographic data points from public and private data sources including social profiles, company websites, crowdsourcing, and more. Over 400,000 users rely on Clearbit’s robust data across 20 million companies and 500 million decision-makers to identify high-fit prospects, understand purchase intent, and effectively connect with customers. While it has become easier to gather company and contact data over the past few years, it is still challenging for scaling businesses to analyze and use that data. With the combination of Clearbit and HubSpot AI in one platform, HubSpot customers will be able to easily understand their data and pull actionable insights. "Clearbit has always believed that data is fundamental to the best B2B go-to-market teams," said Matt Sornson, Co-Founder and CEO of Clearbit. "By joining forces with HubSpot, the industry's most loved B2B customer platform, we will unlock a whole new level of value for our customers and help all of B2B grow better.” Clearbit has been available to HubSpot customers as part of the HubSpot App Marketplace since 2019. As part of this acquisition, HubSpot remains dedicated to upholding its high standards of responsible data sourcing, transparency, privacy, and security. Upon completion of the transaction, Clearbit will become a wholly owned subsidiary of HubSpot and eventually be integrated as an offering within HubSpot’s customer platform. About HubSpot HubSpot is the customer platform that helps businesses connect and grow better. HubSpot delivers seamless connection for customer-facing teams with a unified platform that includes AI-powered engagement hubs, a Smart CRM, and a connected ecosystem with over 1,500 App Marketplace integrations, a community network, and educational content. Learn more at www.hubspot.com.

Read More

Spotlight

Vidyard

Vidyard is the video platform that helps businesses transform communications and drive more revenue through the strategic use of online video. Going beyond video hosting and management, we help businesses connect with more viewers through interactive and personalized video experiences, learn powerfu...

Events

Resources