Apr 04, 2022
In General Discussions
The CallRail team just returned from Inbound 2017 in Boston, MA, and we're still in awe of all the great panels, speakers, and events. There were so many great talks to attend, with industry leaders speaking on new trends, the latest and greatest in marketing technology, tips for budding creatives, and even Q&As on how to to become a celebrity chef. If you couldn't make it this year, the CallRail team has put together a highlights list with some of the best panels and speaker sessions we've seen at Inbound this year. The psychology of video, by Tyler Lessard Marketers have been bullish on video content, and for good reason: audiences are far more engaged with video than text, and video ads are proving more effective at driving ROI than web ads. classics. For his 2017 Inbound panel, Tyler Lessard, Vice President of Marketing at Vidyard, discussed why video is so effective at capturing our attention and how marketers can make the most of this emerging trend. "You can create a much bigger, more impactful story with 60 seconds of video than with 6,000 words of text," Lessard said, adding that our brains have evolved to process visual stimuli much more efficiently than text. But that doesn't mean just fire up your webcam, record and post a vlog, and call it a day. Lessard cited study after study showing how the most effective top-of-funnel video marketing is content that has a definitive story arc, the kind you'd see in a three-act play or major film: well-defined characters encounter a problem, overcome that problem, and come to an emotionally satisfying conclusion. "The human brain processes visuals 60,000 times faster than text, and that figure comes straight from the latest neuroscience," he said. Lessard continued, explaining how “storytelling, or the conflict-resolution arc, is psychologically proven to build empathy and neural coupling, which can help convince and convert clients. »It seems like a lot to take, but the payoff for marketers is worth it, says Lessard: “Sales teams who use video to connect with prospects see their email response rate increase by 300% . The Employee Email Database Creepy Scale of Personalization, by Emma Knox Personalization and targeted advertising can pay big dividends for data-savvy marketers - it's one of the most effective tools in our arsenal, after all - but what happens when your targeting becomes too specific and granular? It can actually put your customers off and make them much less likely to convert, argued Emma Knox during her session. Knox, the senior demand generation manager at Hubspot, had plenty of solid data to back up her claim: "74% of online consumers are frustrated when online content appears that has nothing to do with their interests. , and 67% of consumers find it intrusive when third-party data is used to personalize marketing. The question then becomes how to provide consumers with a relevant and targeted experience without crossing the line and appearing scary. For Knox, the answer requires knowing how customers interact with your content – their “digital body language” – and understanding that over-personalization is just as off-putting to someone as invading their personal space in real life.