Kitchener-based video marketing platform Vidyard has created a new tool to help marketers broadcast events, conferences and product demos to remote customers.
“We’re essentially delivering Meerkat or Periscope for enterprise with the ease-of-use that modern businesses expect,” said Vidyard CEO Michael Litt, in a statement. “But, we’re going beyond the ability to simply broadcast your message, enabling businesses to track who’s engaged in the livestream right inside their marketing automation and CRM tools to enhance customer insight.”
Vidyard Live casts can be embedded in any HTML5-friendly environment, like a landing page or a Salesforce user community. After the video ends it’s converted to an on-demand video asset available in the same player.
A couple of use-cases the company suggests are for broadcasting customer-facing events, remote or large-scale internal training, and executive communications.
“We’ve always believed that video is the next best thing to being there in person, and that makes it a powerful sales and marketing tool in an age when your potential customer could be thousands of miles away,” Litt said.
What makes Vidyard Live a platform specifically for marketers is that unlike most social livestreaming platforms, it offers real-time engagement tracking, so marketers can see which clients or leads watched the stream and for how long. Any engagement can be recorded and fed into the marketer’s CRM database.
“Livestreaming is a great way to engage with remote audiences, but you can’t know if you were successful or re-engage with those viewers unless you know who they are,” Litt said.
The tool is designed to be set up and run on short notice, without a lot of technical hassle. Vidyard said it’s simple enough that a marketer, salesperson or executive could casually stream a live call or lecture pretty much the same way a celebrity might Periscope a concert or party.