Video Marketing Automation Using the Kaltura-Marketo Integration
This article is intended for KMC admins setting up the Marketo player plugin, and for Marketing professionals who want to incorporate video engagement metrics, generated by the Kaltura Marketo plugin, in Marketo.
Being able to leverage video’s unique engagement metrics in marketing automation tools allows to understand how video helps drive customer decision making in email campaigns and social website activities, and to drive scoring and nurturing based on video engagement events.
Kaltura provides a simple yet powerful integration with Marketo via its V2 video player plugin for Marketo. Enabling the plugin on your player allows you to:
- Target known leads based on their level of engagement with video
- Add/Remove leads from nurture campaigns based on video interactions
- Modify lead score based of video level of engagement
- Add leads to Marketo Static Lists
- Create Smart lists with the relevant video information
- Enhance engagement using Calls to Action, and learn how to use it in Marketo
- Use the integrated video links in your emails
Before you begin, perform the following steps:
To setup the Marketo plugin
- Decide on which players you want to enable this.
- Contact your Kaltura representative to enable this on the players of choice (note: This may incur cost.)
- Optionally: Add Calls to Action using the smartButtons plugin.
- Make sure the page/template, where you plan to include your Kaltura player, includes the Marketo munchkin script, as instructed by Marketo.
- Include the Kaltura-Marketo “proxy” script:
When using HTTP, include:
When using HTTPS, include:
- Optional (useful in Extranet cases): Associate leads with signed-in users, using the Marketo associateLead function.
- Verify that events are received in Marketo:
- Load your page as a known lead then play one of your videos all the way through (and click your CTAs, if using).
- Examine the Marketo lead’s Activity Log for video events (This may take 10-30 seconds to appear). Look for “Visit Web Page” activities which include the string “kvideo.”
To troubleshoot in case video events are not received
- Verify that the player is sending out events by opening Chrome developer tools.
- Go to the Network tab and filter by “visitWebPage” and confirm events are sent out when playing a video.
- Contact your Kaltura Account Representative if you need more assistance.
After you verify that events are properly sent and received in Marketo, make sure to play at least one video all the way through and click its CTAs (if used). Playing a video all the way through will ensure that all relevant video engagement events are now in Marketo and can be used in Triggers/Filters.
To capture information on a Video/Event Activity
- In the designated program, create a Smart Campaign.
- In the Smart List section drag the Visits Web Page trigger into the canvas.
- In the Trigger, start typing “kvideo: “ followed by the name of your video (for example, “kvideo: The Blazitor Lab”, see the screenshot). Marketo will then filter and list all video engagement events for this video. The format of all events will be “kvideo: <video name> - <event name>” for example, “kvideo: The Blazitor Lab – 50% Watched”
- Select the event type you would like to track (for example, “50% Watched”).
- Open the Flow tab and select which action to perform on the leads\persons that qualify from the smart list section.
This step is the most critical step of this process. The smart list in your smart campaign is the who, the flow steps are the what.
For a list of actions see Actions to Perform on the Leads/Persons that Just Visited Your Chosen Video and Event Type.
- Activate the workflow. You must set the qualification rules to accept a person each time they go through the campaign flow.
- Repeat this process for each event and each video you want to capture data from.
- Place those programs and flows in a designated place with proper naming conventions, for example:
That's it - you are done.
You can perform various actions on the leads/persons that just visited your chosen video and event type. For example, you choose Video name XXX and event type clicked “Learn More CTA Clicked”).
- Add to a Static List – Use this action to track and report a list of “persons” and for future references.
Visit Web Page statistics are stored for only 90 days in Marketo. Adding leads into a static list will keep this information for an unlimited time.
Use Case – Creating several static lists with the event name itself (one smart campaign for each event type), and adding persons into those lists, can allow you to create targeted audience lists based on viewing behavior, such as “watched 50%” lists or “Clicked CTA” lists.
You will be able to use static lists to set certain actions:
Send emails to those targeted audience lists – For example, create a list based on all users who clicked a “Learn More” CTA, then send them a follow up email with related information and specific landing pages with more advanced materials (potentially also increase their lead score).
Add a certain list to an SFDC campaign or to an engagement\nurture program – Use those targeted lists to mass sync them to SFDC with the appropriate status, or send to a Marketo nurture program a list of all the users that watched 95% of any video.
- Send Email – Use this action to set up an autoresponder (email) to that person.
Use Case – Use when you want to send an autoresponder to the person. The email may include related information of the video and the action that was performed by the person, or may add another related video to watch, or other related actions.
Send Alert – Use this action to notify someone internally (for example, a sales representative) as the last step in a flow, after an action was taken.
Use Case – If you want to send a notification internally, for example to a sales owner or any related employee that might be interested in knowing what the person did and on which video, use this action to send an alert. For example, if video x was viewed, send an alert email to lead owner x. This action is mostly used for Contact Me requests.
- Change Score – Use this action to change\add score according to different video engagement events. Changing score is one of the more commonly used actions. For example, a lead who generated the “25% Watched” event will get an increment of X to their score while a lead who generated the “75% Watched” event will get an increment of X+Y to their score.
- Change Data Value - Use this action to change certain data values on each” person” according to the event itself. For example, create a custom field and change values.
- Add to SFDC Campaign - Use this action to push leads and contacts to your SFDC instance and filter them to SFDC campaigns and status.
Use Case – Create an SFDC campaign on each video you upload, set statuses as you wish, and push leads and contacts to the campaign with the appropriate status, such as “clicked CTA”, “Watched 95%”, “watched 10%”.
You can perform additional steps: such as Change program status, Add to engagement program and others.