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Create a smart campaign using video view data in Marketo

Vidyard and Marketo work together to capture leads and viewer engagement data. More than just viewing the details in Marketo, you can use your viewership analytics to automatically take actions on your leads using the smart campaign functionality.

Viewing engagement data in Marketo

When a known lead watches a Vidyard video player embedded on a Marketo tagged page, the viewing data is captured in that lead’s Activity Log. Video engagement data appears as a series of web page visit events. (For more detail on this, check out our article on Video View Data in Marketo).

View statistics in the Activity Log.

Create a Smart Campaign

You can use the details captured in the activity log to take action on your leads in a Smart Campaign. This includes sending them an email or changing the lead score. For a quick and useful overview on Marketo Smart Campaigns, check out this article.

The steps below describe the process of creating a basic smart campaign that will increment a lead’s score when 100% of a video is watched.

  1. Log into Marketo.
  2. Click on the Marketing Activities tab.
  3. Create a new Smart Campaign.
  4. Select a Campaign folder.
  5. Enter a name for the smart campaign, and optionally a description.
  6. Click Create.

Building the smart list

Once you have created a smart campaign, you can populate the associated smart list based on the view data found in the activity log. You can also use player metadata and custom attributes to sort and filter your list based on any terms you need. See below for an example of using a Vidyard view and custom attribute terms in a smart list trigger.

Example of a Smart List trigger.

Player metadata and custom attribute terms are push to a lead's activity log and listed as a Query Parameter in the activity log details of any logged video view. You can filter based on any of the attributes by using the Querystring constraint.
Note: Learn more about using custom attributes to add metadata to your players.

Marketo Activity log details. The third detail listed is labeled 'Query Parameters'. Metadata and custom attributes are listed in the Query Parameters.

Keep in mind that there needs to be a lead in Marketo with view data for a particular video for the trigger for that particular video to autopopulate.

Add a Flow step to your smart campaign

After configuring the smart list, you will need to specify an action for Marketo using the Flow tab. Based on the amount of video content watched by your contact, you could set up your Flow to change a lead score, send an email, change a data field value, send an alert to the lead owner, and more. Build out your Flow in any way that makes sense for your campaign strategy.

Schedule the smart campaign and view the results

Finally, schedule the smart campaign to run. The campaign will perform the actions you specified in the campaign flow on the schedule you specified. After you run the campaign you can observe and follow up on the results.

For example, if your campaign flow is set up to change the lead score, once the campaign runs, you can view the Results tab to see how your leads were affected.

Campaign results.

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