Top Four Ways Video Enhances Marketing Automation Efforts

Marketing automation is the process of creating alignment between businesses and their customers using software. That email you received after completing a form on a businesses site… that was likely from a marketing automation tool. That text message you receive to let you know how far away your package is… again, likely produced from marketing automation software.

The success of Marketing Automation tools like Marketo, Eloqua, Hubspot and Pardot have led to an explosion of communication.  Target buyers are bombarded with marketing messages meaning they are all too quick to press the delete button, often making decisions in seconds. 

So, how do digital marketers combine video with their marketing automation software to cut through the noise and build a positive rapport?

The answer is simple: Video.

Video is an easy and powerful way to squeeze even more bang out of your marketing automation practices and get better results.  Video can be used to incrementally improve every stage of the marketing funnel.  

Working with Element 26, Buto has put together the top 4 ways video can further improve and enhance results from your marketing automation efforts.

Build Quality Lists

Due to the recent tightening of data protection laws, a significant challenge for marketers is sourcing and building high quality and targeted lists.  Without a target list, email marketing is all but redundant.  

Integrating in-video contact forms into videos at the start, middle or end helps feed marketing automation platforms with quality leads for future marketing through nurture campaigns.  

Improve Results from Campaigns 

With video now the preferred method for consuming content inserting video into campaigns can dramatically improve the results of digital marketing campaigns. Unbounce found including a video on a landing page increased the conversion rate by 80% and Hubspot see including a video in email campaigns leads to a 200-300% increase in click-through rates.

There are different types of video for different stages in the customer journeyCurata identified the top three most effective types of video content: Customer testimonials (51%); Tutorial videos (50%); Demonstration videos (49%).  When it comes to getting prospects across the line, 90% of users say that product videos are helpful in the decision process (Hubspot)

Therefore video can significantly increase results of marketing automation campaigns throughout the stages of the customer journey.

Enhance Data Insight

The analytics available on video views are arguably much more granular than those for consuming written content.  For example, if a prospect downloads a PDF, marketers don’t have a view on if they have actually read any of the document.  With video, marketers get statistics on how much of the video a prospect watches. This can feed into improving video content as well as providing incredible insight into the quality of the prospect viewing the video.  Those viewing the complete video can be ‘scored’ or rated higher by the marketing automation platform than those watching under half of the video. This enhances the accuracy of lead scoring models with ‘real’ interest as opposed to ‘implied’ interest.

Video can, therefore, contribute to a more accurate lead score and an indication of interest to help personalise and tailor future marketing and sales activity.

Increase Reach 

Most successful marketing campaigns include promotion and sharing on social networks to widen the reach and access new prospects beyond known data lists. Marketing automation platforms include the ability to easily share content and monitor campaigns via in-build social media sharing buttons and shareable videos.

Using video as part of social campaigns can further improve the success of marketing campaigns with social video generating up to 12 times the shares than text and images combined.  Twitter themselves see video on Twitter as 6 x as likely to be shared than photos. Therefore, by using video in social media campaigns integrated with marketing automation platforms, digital marketers can significantly increase their reach (and track it) to a much wider audience. 

Coupled with the sophistication of a marketing automation platform, video (done well) is extremely compelling and a great way to foster engagement and yield better results from marketing campaigns through shares, click-throughs, lead generation and data insight.  

Get in touch today to unlock the power of video and enhance your marketing automation efforts with Buto.

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Join Us For An Exclusive Breakfast: Mastering Video in The Enterprise

On Thursday 19th April, I’ll be speaking at a breakfast event at the Soho Hotel titled  “Enterprise Video: Best Practice”. Element 26 is one of four companies taking part, the others being PGi, Hive Streaming, and 27partners and you can find out more about each of these companies below. The event is free and we would love you to join us. You can register for the event here.

What does it take to run a successful video project in the enterprise?

It starts with the production of a great video and that’s where Element 26 comes in. As a video production company, we tend to be the first port of call when a business decides it wants a video.

That’s good news for us but it is by no means the whole story. There is no point us working hard with the client to create a fantastic video unless people are able to watch it. Our creativity is vital in helping enterprise clients tell their story – and this is what I will be talking about at the seminar – but so too is the practicality offered by our co-hosts.

As much as I firmly believe that content is king, the successful delivery of your video is queen and cannot be ignored.

Corporate clients often don’t want to hear or don’t believe that their networks can’t support the new video they have just completed. They assume that because they are a large or multi-national corporation their networks can handle it. Often this isn’t the case.

The event’s host, 27partners ensures that an organisation has the right infrastructure in place to make video effective for their business. You might be thinking: “Why do they need to worry about infrastructure, it’s all in the cloud, right?”

Often, this isn’t adequate because enterprise clients are required to keep their media in locations under their own control. They can’t use video platforms such as Brightcove, Wistia, etc. A practical example of how 27partners might help is by enabling a field salesperson with poor access to cellular reception to access the content they need to do their job.

In more every day uses, 27partners will go into an organisation and evaluate the technology they have invested in over the years to see if it is up to snuff for their future growth plans.

Hive Streaming has a different proposition. It is a software-only video streaming solution for organisations. Companies are increasingly embracing video communications with the result that often their networks are unable to cope with the demands placed on them. Hive’s clever software uses excess network capacity that enterprises already own to deliver high quality live and on demand video to users in an organisation.

PGi is the world’s largest dedicated provider of collaboration software and services. Its products include web, video and audio conferencing. In the past five years it has hosted 1.2 billion people from 155 countries in nearly 300 million virtual meetings.

I am really looking forward to the seminar and learning more about what these experts have to offer. We all work together to help enterprise clients get the most out of their video and I expect the event to be invaluable for any companies that use video.

As well as content creation, topics covered will include storage and management, distribution and delivery, presentation and access, reporting and analytics, plus how to evolve your video projects.

The speakers will be:

Nathan Haines (

Greg Holt and Owen Shackman: 27 partners (

Mark Coomber: Hive (

Stephane Barnatt: Pgi (

Enterprise Video: Best Practice is taking place at The Soho Hotel, 4 Richmond Mews, London, W1D 3DH on Thursday 19th March from 8.30 am to 10.30 am. The event is free – please join us by registering here.

About the Author

Nathan Haines

Nathan is the managing director of Element 26 and an expert in video production and video marketing. Nathan enjoys supporting companies to grow their businesses using video. Get in touch on Twitter @element26uk

A Lesson In Video From 2017

Now we have entered 2018, I thought, instead of embarking on yet another blog containing predictions for the forthcoming year, it might be more interesting to share a lesson from the previous 12 months. A big thank you to Jane Trill for being kind enough to let me tell her story. 

Jane runs a growing online fashion design business. A year ago she had five employees, in 2017 she took on another 2 and in 2018 she hopes to employee at least three more people. Two of which will be going into her marketing team. 

A couple of years ago, I met Jane at a networking event in the City. She explained to me that she had built her business on networking but she was beginning to find it tiresome as it wasn’t scalable. Jane had accomplished many things in her career but the ability to be in more than one place at a time was still evading her.

Jane & I went for coffee a few weeks later because she wanted to pick my brains about video marketing. Like many business owners I speak to, Jane had heard the hype around video but her previous attempts hadn’t gleaned the results she was hoping for.

The first thing I wanted to clarify was her expectations. What was it that ‘everyone else’ was supposedly achieving that she wasn’t? As it turns out, a few friends of hers had utilised video within their marketing and had seen success growing their database. For Jane, she was lucky if she even got views, despite paying for engagment.

As it tuns out, Jane was victim of a two things; changes in the way social platforms prioritise content and crucially, the content she was making wasn’t really fit for purpose.



1) Changes In Social Platforms

Organic reach has been undergoing a slow and painful death. According to a study from EdgeRank checkerbetween February 2012 and March 2014, organic reach for the average Facebook Page dropped from 16% to 6.5%.’ What does this equate to in real terms. Well if your page had 100 fans, then in 2012, 16 of them would have seen your post in their feed. In 2014, that was as low as between 6 & 7.

In many ways, the decline of organic reach has been borne out of necessity. If you look at the average Facebook feed these days, it is an incredibly busy place. There are simply too many Pages, producing too much content for too many fans. What that means in a nutshell is, competition for visibility within the News Feed is incredibly high.

If the writing wasn’t on the wall for organic reach by 2014, things took a turn for a worst in October last year when Facebook introduced the Explore tab. In doing so, they subsequently moved a lot the organic content into this view freeing up the main News Feed to be exploited by paid content.

It was Jane’s understanding, that Facebook prioritises posts which include video. This is only the case when the videos are published natively to Facebook. Jane was publishing her videos to YouTube and then sharing the links onto her company page on Facebook. A common mistake we see regularly. As soon as we published these videos natively, a combination of video on the platform and some tweaks to her paid targeting engagement quickly increased.

2) Content Type

Producing fashion lines for both younger and older women, from the outset it was obvious that Jane had more than one audience. Using one film to speak to both of them was unlikely to succeed. We have a principle at Element 26 of 1:1:1, which essentially represents one film, for one audience with one message. Adopting this policy has been a great way to make sure our videos stay focused.

Whenever I am asked to take part in speaking engagement, I invariably ask the audience how successful they have been with video marketing. The response is often a mixed bag and a lot if it comes down to a misunderstanding around the role video can play on the web. I have come to the conclusion that video has an identity crisis because almost everyone I speak to, presumes that video is purely for advertising purposes; aka top of the funnel. In reality, there is a versatility in video which should be embraced from everything from advertising to sales enablement.   

Jane’s goal was to turn more of her customers into advocates but she didn’t have the budget to create videos out of all of her lines. What we proposed was a mixture of branded content (telling stories about how the fabrics are ethically sourced to the relevance to the community) and also user generated video. Thankfully Jane already had a number of passionate fans who were easily motivated to make their own films. Your possibly thinking that this sounds expensive when in fact it was highly cost-effective. To begin with, to test the waters, we repurposed the footage she already had; changing the messaging depending on the audience. It was only when this was proven to be effective that we created any new videos.

3) What is Jane going to do 2018?

The content plan has evolved somewhat now that Jane’s database is up and running. We have a monthly plan dedicated to creating content that is focused on nurturing her database and converting those prospects sending us a hand-raiser. Jane isn’t completely free of networking but she does have one more evening free to spend with her young family. 

So, rather than publishing predictions for the year ahead, I thought it would be more helpful to focus on the timeless principles of marketing. Tell a meaningful story and you will form an emotional bond.

If you’re interested in learning about the story types which are proven to connect with audiences we have produced another blog on the seven basic story types. They’re all top of the funnel and designed to move your audience emotionally. You can find the blog on this link here.



If you’re interested in taking video marketing more seriously in 2018, let’s grab a coffee or maybe some lunch? If you’re not in London or would prefer to have a quick chat then there is always Skype. All the best for 2018.

About the Author

Nathan Haines

Nathan is the managing director of Element 26 and an expert in video production and video marketing. Nathan enjoys supporting companies to grow their businesses using video. Get in touch on Twitter @element26uk

8 Tips For Coming Up With Killer Video Content Ideas

Thinking up ideas for videos ideas isn’t easy, especially when you have to do it on a regular basis. Here are 8 tips to help you unleash the creative genius within

If you are ever required to come up with creative ideas you can no doubt sympathise with Margaret Atwood, author of The Handmaid’s Tale. “Blank pages inspire with me terror,” she said. We feel the same way about blank screens.  

Unfortunately, the need to feed the machine, in other words social media and the internet, means waiting for inspiration to strike is seldom an option. The chances are, you are under pressure to think of a killer idea for your next video sharpish, followed by the next one and then the one after that.

So how do you come up with great ideas when the clock is ticking louder and louder? Here are 8 ideas:

1) Set up a content calendar

Every industry has its own natural cycle. For designers it revolves round London Fashion Week, florists obsess over Valentine’s Day and Christmas tree sellers… you get the idea.

Think about what happens every year that has an impact on your business, what the key annual dates in your sector are and what is coming up that is specific to your business – a product launch, new premises or whatever. These will be the pillars of your content calendar and should spark a host of ideas to get you kick-started.

2) Listen to your customers

Annoying isn’t it when clients or customers all seem to ask the same questions? It happens in every business and is a vital clue to your clients’ pain points. Videos that answer these questions are great topics. Riverpools has built its whole marketing strategy around answering customer queries, including this video about the Pros, Cons and Cost of Fiberglass, Concrete and Vinyl Pools.

3) Track what your customers are engaging with

However you host your video, (and our White Paper How To Use Video Marketing To Win More Business has a section on this), you will have an army of statistics that tell you what your clients are engaging with.

You should use these statistics to inform the types of videos you make. By all means play around with different types of videos but if it becomes obvious that certain types create better responses than others, ditch the poor performers and put your efforts into the ones that work.

4) Use the power of teamwork

One of the joys of working in video is that it is a collaborative effort. Author Steven Johnson says in his book Where Good Ideas Come From: The Natural History of Innovation that the “sole inventor working alone” is a total myth. If you want to be creative, work in a group, throw out random ideas and have fun. Johnson describes how many of the cultural innovations of the 1920s arose largely as a result of artists, poets and writers meeting in Parisian cafés. To save you reading the book, watch Johnson’s TED talk on Where good ideas come from.

5) Go for a walk (or take a bath)

If a group discussion is out of the question and you’re on your own, get away from your desk and do some exercise. Activity invigorates the senses and if you’re really lucky, like Isaac Newton, an apple may clunk you on the head and give you the jolt you need. Or, do as Archimedes did and take a bath. Your eureka moment is sure to follow.

6) “Take inspiration”

Who hasn’t, umm, “taken inspiration” from one of their competitors? Newspapers and magazines do it all the time. They even copy and recycle their own ideas. (If Men’s Health has told me once how to get great abs it’s told me a hundred times – to no avail, sadly.)

If it works for someone else, don’t be afraid to use the same idea. We are not suggesting you lift an idea wholesale, far from it, rather that you take something you like and add some spin to make it your own.

7) Use an idea for more than one video

With a little bit of lateral thought you may find that you can use the footage shot for one video elsewhere.

I know of one journalist who every time he interviewed someone famous would ask them what their favourite song was and why. Over a period of years he had enough material for a lengthy article for a music magazine.

While you’re shooting your main video, how about doing a spin off at the same time. Last summer, a behind the scenes teaser was released for the latest Star Wars film, The Last Jedi, despite it being a closed set. If it’s good enough for Star Wars, there’s no reason for you to be shy.

8) Don’t be afraid to try come up with a crazy idea

Some of the best ideas start out as seemingly insane. Gary Dahl came up with the idea for the Pet Rock in a bar (unsurprisingly) in 1975. Despite being nothing more than a rock on some straw in a cardboard box, it made him $15m in six months.

This should serve as proof that there is no such thing as a bad idea. Except, of course, that since then someone came up with the idea for The Emoji Movie, so maybe that’s not completely true. If you are in any doubt, here’s the trailer.

To discuss how you can turn your ideas into great videos, please contact us.


About the Author

Nathan Haines

Nathan is the managing director of Element 26 and an expert in video production and video marketing. Nathan enjoys supporting companies to grow their businesses using video. Get in touch on Twitter @element26uk

How To Prepare For Your Close Up

Preparing for your close up needn’t be a daunting task. Whilst it’s perfectly natural to have some anxieties, giving some thought to the following four steps; Content, Appearance, Body Language, and Personality, will ensure you’re fully prepared to ace your time on camera.




1. Do not script yourself too tightly as you might end up stifling your performance.

2. Make a list of the points you would like to cover and mentally tick off each one as you go through them will help you come across more natural when in front of the camera.

When working with a professional production company like Element 26 you can expect to use a teleprompter which can be very handy for keeping you on track.

3. You are going on camera for a reason, remember your core message and have confidence in your subject.




(The No Fear Zone have some useful advice on how to deliver your content confidently)

4. Try not to ‘um’ and ‘er’ throughout your interview as this can be extremely off putting and make it look as if you’re thinking on your feet.

5. Be careful not to speak too fast when on camera as it may be difficult for your audience to keep up with you.

6. Remember you’re talking to a person, speak naturally as if that your audience were in the room with you. Depending on the nature of your video, it can be quite unsettling to the viewer if you stare directly into the lens. Try looking just past the camera as if you were talking to someone in the same room as you.

7. If you’re being interviewed on camera, make sure you listen carefully to any questions, and give yourself a few seconds before answering. This gives the viewer time to understand the question and also conveys that you have listened to the question. It also gives the editor the option to remove the question itself which can often result in a better edit.

8. Prepare for your time on camera by doing a few out loud read throughs, even if your audience is your pet cat or dog. This will enable you to get your mouth around the words and to hear how they sound out loud.

Words which look good on the page don’t always sound great when spoken out loud. A good tip is try to use simple language which everyone will understand.



Looking the part will add to your credibility meaning your audience is far more likely to listen to what you have to say.

1. You should avoid wearing stripes at all costs. Stripes or narrow chequered patterns can make the camera look out of focus and can also create a dreaded moiré pattern. It is also advisable that you stay away from bright and bold patterns as this can distract eyeballs away from your face.

2. Depending on how formal your video needs to be, you could possibly try wearing clothing that reflects your personality.

3. When performing in front of a green or blue screen, it is essential to avoid wearing clothes which are the same (or similar) colour to the background as this will result in making a portion of your body disappear.


(Keep your eyes on the lady in bright green!)

3. Make-up isn’t just for women! Modern cameras have a tendency to be quite unforgiving when it comes to any lines, wrinkles or blemishes. A little bit of concealer on your forehead and under your eyes will significantly improve your skin tones, make you look less tired and reduce the visibility of any perspiration which may appear.

When budgets are tight, a make up artist is often one of the first things to be axed however there is nothing to stop you or a colleague applying some basic make up to help improve how you look on camera. Whilst a lot of visual imperfections can be fixed in post-production, it is often far cheaper to address these issues during production itself.


Body language can play an important part in how you’re perceived. Slouching can make you come across uninviting and disinterested whereas the correct posture can make you seem both prepared and attentive.

1. Try using your hands when expressing yourself, it is a much better alternative than having them dangling by your side, stuck in your pockets, or nervously fiddling with them. Be careful not to use your hands too much though as this can be confused with fidgeting which can also be distracting.

2. A good trick is to hold on to an object such as a pen whilst being filmed, this will reduce the amount of fidgeting, and provide you with something else to focus on.

3. If you will be seated for your video, such as in an interview format, it is advisable that you lean forward and sit on the edge of your seat, rather than sitting back.

4. It is a complete myth that the camera adds 10 lbs, so don’t have to panic about that one.



In order for your video to be truly effective it is extremely important that you let your winning personality shine through!

1. Be honest, forthcoming and entertaining.

2. Don’t try too hard to be funny and comedic as there is a risk you might seem disingenuous which can put many people off.

3. It is okay to come across as slightly nervous, as this can be endearing but too much stuttering and stammering throughout your video will cause your audience to lose patience. Performing a read through out loud in advance should really help make the words feel more natural.

Now that you have these tools to help you prepare for your time in front of the camera, it should be smooth sailing from here on in. Have we missed anything? What gives you the most cause for concern before going on camera?

If you require any further assistance before going on camera, feel free to give us a call on 0207 628 7857, or alternatively, if you are looking for a production team to help you shoot your videos then we’re here to help. Good luck preparing for your close up and don’t forget to share your videos with us!

About the Author

Nathan Haines

Nathan is the managing director of Element 26 and an expert in video production and video marketing. Nathan enjoys supporting companies to grow their businesses using video. Get in touch on Twitter @element26uk