Q&A with Tyler Lessard, VP Marketing, Vidyard

MEDIA 7 | April 3, 2019

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

ACCOUNT BASED EXECUTION

Uberflip Recognized in an Impressive 41 G2 Fall 2022 Reports

Uberflip | September 27, 2022

Uberflip, the leading cloud-based content experience platform (CEP), today announces it has been named to 41 G2 Fall 2022 reports with recognition as a leader in four G2 grid reports. The G2 Grid® Reports are a result of real user ratings and reveal which solutions have the most satisfied customers and largest market presence. "The recognition that comes with being a leader in content experience in the G2 Grids is impactful because they represent the true feelings of customers," says Jason Dea, vice president of product at Uberflip. "We're hyper-focused on providing innovative solutions to create engaging, relevant content experiences at scale for each stage of the buyer journey for our customers. The fact that so many are finding value is extremely rewarding." Specifically, Uberflip was called out as a leader in the following reports: Enterprise Grid® Report for Account-Based Web and Content Experiences Enterprise Grid® Report for Content Experience Platforms Momentum Grid® Report for Content Experience Platforms Grid® Report for Content Experience Platforms "Having founded the Content Experience movement and watching it take flight over the past few years has been extremely rewarding," said Yoav Schwarz, co-founder and CEO of Uberflip. "Recognition from customers shows us we're on the right path and gives me even more confidence that what we're building next will continue to delight our customers and expand our nascent market". "Having founded the Content Experience movement and watching it take flight over the past few years has been extremely rewarding," said Yoav Schwarz, co-founder and CEO of Uberflip. To learn more about what real users have to say, or to leave your own review of Uberflip on G2's review page, please visit https://www.g2.com/products/uberflip/reviews. About Uberflip Uberflip is a content experience platform that empowers marketing and sales to create engaging, relevant content destinations quickly for every campaign, audience, and stage of the customer journey. Marketers use our platform to scale how they incorporate content into every touchpoint and remove friction from the customer journey by surfacing the right content at the right time. For more information, visit uberflip.com.

Read More

ABM ACCOUNTS

Optimizely Kicks Off Flagship Opticon Conference

Optimizely | October 04, 2022

Optimizely, the leading digital experience platform (DXP) provider, today kicks off its annual Opticon conference in San Diego. Inspired by the explosive growth of technologies and digital transformations, Opticon is bringing together leaders of technology, media, business, and brands for three days of inspiring conversations on the evolutions and innovations shaping the future of digital experiences. During the event, attendees will learn practical next steps on how to optimize top-line growth, reduce customer churn, deliver world-class experiences, and make data-driven decisions to meet overall business goals. Optimizely will present 45 breakout sessions and 20 15-minute theatre sessions, and host over 20 client speakers throughout the event – including senior marketers from Venmo, Zoom, New Era, Tapestry and more. Today, Optimizely will also host a series of certification trainings for attendees to improve their digital marketing and experimentation skillsets, including: Get Started with Optimizely Full Stack Experimentation Experimentation Strategist Certification Prep and Exam Attempt Content Cloud Developer Certification Exam Optimizely would like to thank its event sponsors for Opticon 2022 including: Diamond sponsors: Microsoft, Google Cloud Platinum sponsors: Verndale, Siteimprove, Hero Digital, Valtech Gold sponsors: Niteco, Rightpoint, XCentium, UNRVLD, Perficient, Contentsquare, Digizuite Silver sponsors: The C2 Group, Whereoware, Annex Cloud, Glassbox, Quantum Metric, UserTesting, Fullstory Support: Heap After the conclusion of the flagship event, Opticon will be going on tour. On November 4, 2022, Optimizely will host Opticon London thanks to sponsors Microsoft, Google Cloud, Valtech and Siteimprove. Opticon Stockholm will take place on November 8, 2022, sponsored by Microsoft, Google Cloud, Valtech and Contentsquare. Learn more about the Opticon 2022 session line-up, certifications, and sponsors here. About Optimizely At Optimizely, we're on a mission to help people unlock their digital potential. With our leading digital experience platform (DXP), we equip teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM and Mazda, enrich their customer lifetime value, increase revenue and grow their brands. Learn more at optimizely.com.

Read More

BUYER INTENT DATA

Apollo.io is partnering with LeadSift to make intent data accessible for all

Apollo.io | September 27, 2022

Apollo.io, the integrated B2B sales intelligence and engagement platform, is partnering with the leading intent data provider, LeadSift (a Foundry company), to integrate its buying intent data into Apollo’s platform. All Apollo plans, including the free plan, will now include intent data with the option to choose among 1,600 intent topics at no additional cost helping sellers convert more in-market buyers. Buying intent data takes the guesswork out of prospecting. Prospects showing buying intent have a higher chance of converting since they have engaged in online activity that correlates to purchasing activity toward certain products and services. With buying intent, sellers can target prospects with precision. They can see who is in the market for a specific product or service, which empowers them to reach out with the right message at the right time. This strategic partnership between Apollo and LeadSift makes intent data accessible to all. Powered by LeadSift’s intent data, Apollo now offers accurate and quality buying intent data across thousands of categories right in its prospecting tools, making it the most seamless experience for sales professionals. Three key differentiators with Buying Intent from Apollo powered by LeadSift are: Multi-source intent with accuracy guaranteed. LeadSift (a Foundry company) merges signals from the public web, social networks, events, job postings, technology installs, and more. Each signal is crawled from public data with no guesswork involved. Easily filter by Buying Intent when prospecting. Buying Intent is seamlessly built into Apollo Search and Chrome Extension so sales professionals can save time and prospect faster. Comprehensive buyer intelligence and effective engagement, all-in-one. Beyond intent data, sales professionals can easily access comprehensive lead intelligence and effectively engage interested buyers all in one platform. "Our mission is to make world-class go-to-market solutions simple and accessible for all. Being the first data provider to offer a fully free version of an intent data solution brings us one step closer to our mission," says Apollo.io VP of Product, Krishan Patel. "After evaluating multiple intent data providers, we partnered with LeadSift (a Foundry company) for their accurate and quality intent data.” “The buyer's journey is complex and never happens in one place. For sales outreach to make an impact, reaching the right buyer, with the right message, at the right time is essential."- Tukan Das, Co-Founder of LeadSift. “The buyer's journey is complex and never happens in one place. For sales outreach to make an impact, reaching the right buyer, with the right message, at the right time is essential. This is where intent data can help create efficiency in sales and prospecting. We are excited to partner with Apollo.io, allowing more sales professionals to find and engage the most relevant accounts that are actively in-market.” - Tukan Das, Co-Founder of LeadSift. Apollo.io helps over one million professionals across 160,000 companies automate their sales processes and grow revenue. Apollo has consistently been ranked on G2 as the leading sales intelligence and sales engagement platform, beating over 200 companies across the reviewer's website. Learn more about Apollo’s Buying Intent feature at apollo.io/product/buying-intent About Apollo.io Apollo.io is the leading B2B sales intelligence and engagement platform, trusted by over 160,000 companies and more than one million users globally, from rapidly growing startups to some of the world's largest enterprises. Apollo.io provides sales teams with easy access to contact data for over 250 million contacts, along with tools to engage with these contacts in one single platform. By helping sales professionals find the most accurate contact information and automating the outreach process, Apollo.io turns prospects into customers. About LeadSift (a Foundry company) : Founded in 2012, LeadSift enables B2B tech companies to scale revenue by reaching decision makers in buying mode. By layering intent signals mined from the public web, with research-based intent and proprietary tech, they deliver actionable and relevant leads. LeadSift was acquired by IDG in December 2021. Moving beyond targeting by static profile elements like title or company size, LeadSift shows you who is engaging with competitors, custom keywords, events, technographics and topics that are relevant to your company from the broadest intent data sources on the market. Leads are then scored based on trends so you are always reaching the warmest accounts first.

Read More

ACCOUNT BASED EXECUTION

Uberflip Recognized in an Impressive 41 G2 Fall 2022 Reports

Uberflip | September 27, 2022

Uberflip, the leading cloud-based content experience platform (CEP), today announces it has been named to 41 G2 Fall 2022 reports with recognition as a leader in four G2 grid reports. The G2 Grid® Reports are a result of real user ratings and reveal which solutions have the most satisfied customers and largest market presence. "The recognition that comes with being a leader in content experience in the G2 Grids is impactful because they represent the true feelings of customers," says Jason Dea, vice president of product at Uberflip. "We're hyper-focused on providing innovative solutions to create engaging, relevant content experiences at scale for each stage of the buyer journey for our customers. The fact that so many are finding value is extremely rewarding." Specifically, Uberflip was called out as a leader in the following reports: Enterprise Grid® Report for Account-Based Web and Content Experiences Enterprise Grid® Report for Content Experience Platforms Momentum Grid® Report for Content Experience Platforms Grid® Report for Content Experience Platforms "Having founded the Content Experience movement and watching it take flight over the past few years has been extremely rewarding," said Yoav Schwarz, co-founder and CEO of Uberflip. "Recognition from customers shows us we're on the right path and gives me even more confidence that what we're building next will continue to delight our customers and expand our nascent market". "Having founded the Content Experience movement and watching it take flight over the past few years has been extremely rewarding," said Yoav Schwarz, co-founder and CEO of Uberflip. To learn more about what real users have to say, or to leave your own review of Uberflip on G2's review page, please visit https://www.g2.com/products/uberflip/reviews. About Uberflip Uberflip is a content experience platform that empowers marketing and sales to create engaging, relevant content destinations quickly for every campaign, audience, and stage of the customer journey. Marketers use our platform to scale how they incorporate content into every touchpoint and remove friction from the customer journey by surfacing the right content at the right time. For more information, visit uberflip.com.

Read More

ABM ACCOUNTS

Optimizely Kicks Off Flagship Opticon Conference

Optimizely | October 04, 2022

Optimizely, the leading digital experience platform (DXP) provider, today kicks off its annual Opticon conference in San Diego. Inspired by the explosive growth of technologies and digital transformations, Opticon is bringing together leaders of technology, media, business, and brands for three days of inspiring conversations on the evolutions and innovations shaping the future of digital experiences. During the event, attendees will learn practical next steps on how to optimize top-line growth, reduce customer churn, deliver world-class experiences, and make data-driven decisions to meet overall business goals. Optimizely will present 45 breakout sessions and 20 15-minute theatre sessions, and host over 20 client speakers throughout the event – including senior marketers from Venmo, Zoom, New Era, Tapestry and more. Today, Optimizely will also host a series of certification trainings for attendees to improve their digital marketing and experimentation skillsets, including: Get Started with Optimizely Full Stack Experimentation Experimentation Strategist Certification Prep and Exam Attempt Content Cloud Developer Certification Exam Optimizely would like to thank its event sponsors for Opticon 2022 including: Diamond sponsors: Microsoft, Google Cloud Platinum sponsors: Verndale, Siteimprove, Hero Digital, Valtech Gold sponsors: Niteco, Rightpoint, XCentium, UNRVLD, Perficient, Contentsquare, Digizuite Silver sponsors: The C2 Group, Whereoware, Annex Cloud, Glassbox, Quantum Metric, UserTesting, Fullstory Support: Heap After the conclusion of the flagship event, Opticon will be going on tour. On November 4, 2022, Optimizely will host Opticon London thanks to sponsors Microsoft, Google Cloud, Valtech and Siteimprove. Opticon Stockholm will take place on November 8, 2022, sponsored by Microsoft, Google Cloud, Valtech and Contentsquare. Learn more about the Opticon 2022 session line-up, certifications, and sponsors here. About Optimizely At Optimizely, we're on a mission to help people unlock their digital potential. With our leading digital experience platform (DXP), we equip teams with the tools and insights they need to create and optimize in new and novel ways. Now, companies can operate with data-driven confidence to create hyper-personalized experiences. Building sophisticated solutions has never been simpler. Optimizely’s 900+ partners and 1100+ employees in offices around the globe are proud to help more than 9,000 brands, including Toyota, Santander, eBay, KLM and Mazda, enrich their customer lifetime value, increase revenue and grow their brands. Learn more at optimizely.com.

Read More

BUYER INTENT DATA

Apollo.io is partnering with LeadSift to make intent data accessible for all

Apollo.io | September 27, 2022

Apollo.io, the integrated B2B sales intelligence and engagement platform, is partnering with the leading intent data provider, LeadSift (a Foundry company), to integrate its buying intent data into Apollo’s platform. All Apollo plans, including the free plan, will now include intent data with the option to choose among 1,600 intent topics at no additional cost helping sellers convert more in-market buyers. Buying intent data takes the guesswork out of prospecting. Prospects showing buying intent have a higher chance of converting since they have engaged in online activity that correlates to purchasing activity toward certain products and services. With buying intent, sellers can target prospects with precision. They can see who is in the market for a specific product or service, which empowers them to reach out with the right message at the right time. This strategic partnership between Apollo and LeadSift makes intent data accessible to all. Powered by LeadSift’s intent data, Apollo now offers accurate and quality buying intent data across thousands of categories right in its prospecting tools, making it the most seamless experience for sales professionals. Three key differentiators with Buying Intent from Apollo powered by LeadSift are: Multi-source intent with accuracy guaranteed. LeadSift (a Foundry company) merges signals from the public web, social networks, events, job postings, technology installs, and more. Each signal is crawled from public data with no guesswork involved. Easily filter by Buying Intent when prospecting. Buying Intent is seamlessly built into Apollo Search and Chrome Extension so sales professionals can save time and prospect faster. Comprehensive buyer intelligence and effective engagement, all-in-one. Beyond intent data, sales professionals can easily access comprehensive lead intelligence and effectively engage interested buyers all in one platform. "Our mission is to make world-class go-to-market solutions simple and accessible for all. Being the first data provider to offer a fully free version of an intent data solution brings us one step closer to our mission," says Apollo.io VP of Product, Krishan Patel. "After evaluating multiple intent data providers, we partnered with LeadSift (a Foundry company) for their accurate and quality intent data.” “The buyer's journey is complex and never happens in one place. For sales outreach to make an impact, reaching the right buyer, with the right message, at the right time is essential."- Tukan Das, Co-Founder of LeadSift. “The buyer's journey is complex and never happens in one place. For sales outreach to make an impact, reaching the right buyer, with the right message, at the right time is essential. This is where intent data can help create efficiency in sales and prospecting. We are excited to partner with Apollo.io, allowing more sales professionals to find and engage the most relevant accounts that are actively in-market.” - Tukan Das, Co-Founder of LeadSift. Apollo.io helps over one million professionals across 160,000 companies automate their sales processes and grow revenue. Apollo has consistently been ranked on G2 as the leading sales intelligence and sales engagement platform, beating over 200 companies across the reviewer's website. Learn more about Apollo’s Buying Intent feature at apollo.io/product/buying-intent About Apollo.io Apollo.io is the leading B2B sales intelligence and engagement platform, trusted by over 160,000 companies and more than one million users globally, from rapidly growing startups to some of the world's largest enterprises. Apollo.io provides sales teams with easy access to contact data for over 250 million contacts, along with tools to engage with these contacts in one single platform. By helping sales professionals find the most accurate contact information and automating the outreach process, Apollo.io turns prospects into customers. About LeadSift (a Foundry company) : Founded in 2012, LeadSift enables B2B tech companies to scale revenue by reaching decision makers in buying mode. By layering intent signals mined from the public web, with research-based intent and proprietary tech, they deliver actionable and relevant leads. LeadSift was acquired by IDG in December 2021. Moving beyond targeting by static profile elements like title or company size, LeadSift shows you who is engaging with competitors, custom keywords, events, technographics and topics that are relevant to your company from the broadest intent data sources on the market. Leads are then scored based on trends so you are always reaching the warmest accounts first.

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