Q&A with Tyler Lessard, VP Marketing, Vidyard

Q&A with Tyler Lessard, VP Marketing, Vidyard
Tyler Lessard, VP Marketing of Vidyard has been recently named as an Epic Marketer by Marketo. In this interesting Q&A, Tyler takes us through his marketing journey and shares with us the value of technology in an era where videos are not just visually replenishing, but are also empowering the customer service teams in more ways than one.

MEDIA 7: What were you doing prior to your current position?
TYLER LESSARD:
Prior to joining Vidyard as VP Marketing, I spent 10 years at BlackBerry, building out their developer relations program and global partner community. It was an incredible opportunity to learn the importance of relationship building and strong storytelling on a global scale, and the need to simplify how we articulate and position the value of technology for line-of-business customers.

M7: What are the changes that video hosting and management have undergone over the past couple of years at Vidyard?
TL:
In recent years we’ve seen the conversation with businesses change from “why should I invest in video” to “how do I unlock the power of video across my marketing, sales and customer service teams”. This has driven us to focus on delivering new solutions through the lenses of these key audiences and what they are really trying to achieve.

We’re now helping marketing teams increase audience engagement with personalized and interactive video experiences, boost conversion rates on digital channels with optimized video experiences within their websites and email marketing, and accelerate deal cycles using video engagement data within their marketing automation platforms to qualify prospects. We’re helping sales development reps stand out and increase their response rates using personalized video messages sent via our Vidyard GoVideo app. And we’re helping customer service teams reduce call volumes and increase customer satisfaction with video-based knowledge articles embedded within customer communities. It’s all about helping businesses leverage video in new ways to improve the customer experience and generate more revenue.

"We always need to be searching for that next idea, that next channel, and that next message that will help us stay ahead of the market and build trust with our audiences."



M7: What’s top of the list for what Vidyard wants to achieve this year?
TL:
A big priority for Vidyard is to make it as easy as possible for marketing, sales and customer service teams to create, access, share and track rich video content from within the applications and workflows they already use today. We’re now doing this through integrations with key platforms such as Salesforce, Marketo, HubSpot, SalesLoft, Outreach, InsideSales.com, Zendesk and others. In 2019 we’re looking to expand this community further to enable any business professional to embrace video as a better way to communicate and deliver information.


"The most important thing for today’s marketer is to never stand still."



M7: In what way will Vidyard’s collaboration with SmartBug Media change the video experience for HubSpot users worldwide?
TL:
In 2018, Vidyard launched a strategic partnership with HubSpot to power their new HubSpot Video solution for marketing, sales and customer service. Now that the solution is available to HubSpot customers, partners like SmartBug Media are critical to helping them learn how to use video effectively and how to take advantage of these new native tools. From how they create video content, to how they optimize them for conversion, to how they track video engagement data within HubSpot CRM, partners like SmartBug Media will help customers make video an integrated part of their own marketing, sales and customer service processes.


"Vidyard delivers hyper-personalized experiences, right down to personalizing the content itself, to stand out from the other noise in the market."



M7: You have been named as an Epic Marketer by Marketo last month. That’s indeed a great achievement, Tyler. What efforts do you take to hone your marketing skills?
TL:
The most important thing for today’s marketer is to never stand still. It’s easy to get caught up in “what has worked before” and “this is how we do it”, but we always need to be searching for that next idea, that next channel, and that next message that will help us stay ahead of the market and build trust with our audiences. I’ve embraced video myself as a content medium to share ideas and connect with customers. We deliver hyper-personalized experiences, right down to personalizing the content itself, to stand out from the other noise in the market. And we stay close to the latest trends and technologies to understand how we can stay one step ahead.

ABOUT VIDYARD

Vidyard is the video platform that helps businesses transform communications and drive more revenue through the strategic use of online video. Going beyond video hosting and management, we help businesses connect with more viewers through interactive and personalized video experiences, learn powerful insights on their viewing audience, turn insights into action with enterprise integrations, and prove the impact of their video programs.

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Abnormal Security Expands Channel and Alliances Leadership, Appoints Jonathan Corini and Stephanie Goodman

Business Wire | January 11, 2024

Abnormal Security, the leading AI-native cloud email security platform, today announced that it is fueling its continued hypergrowth by expanding its sales leadership. The company has appointed two executives to lead its channel and alliances initiatives, with Jonathan Corini joining as Vice President of Worldwide Channel Sales and Stephanie Goodman as Head of Global Alliances. Corini will lead Abnormal’s global channel sales strategy and oversee all aspects of the company’s channel partner program, while Goodman will expand Abnormal’s strategic alliances ecosystem and accelerate growth among technology partners. These appointments cap a banner year for the company, which now serves 1,880+ customers and recently crossed $100M in ARR. This unprecedented success over the past year is due in large part to the company’s extensive partner system, ongoing dedication to the channel, and deep technology alliances across the industry—all of which will continue under new leadership. Corini has over 23 years of experience in cybersecurity and has held numerous sales and channel leadership positions. He most recently served as the VP of Global Channels at HYPR, where he designed and launched a new channel-focused GTM strategy that was responsible for over one-third of the company’s pipeline. Previously, Corini was SVP of Global Channels at Mimecast, where he grew channel sourced bookings to over 40% of the company's revenue and expanded the global MSP business to 20,000+ customers. In addition, Corini has held channel leadership roles at ForeScout Technologies, Tanium, and Intel Security throughout his extensive career. Goodman brings over 15 years of security experience and comes to Abnormal most recently from Google, where she served as the Global Lead of Strategic Alliances & OEMs. While there, she launched a global OEM program that grew over 200% in its first year and led her team to grow GSI revenue by 250% over the course of 2023. Previously, Goodman was the Director of Global Strategic Alliances at ForeScout Technologies, where the alliance team created an integration monetization plan that now represents 25% of overall company revenue, and held channel program management roles at McAfee. The two executives are joining an established channel-first organization with strong technology partnerships. Abnormal currently supports dozens of strategic partners, including value-added resellers, by providing its behavioral AI platform to protect customers against the growing threat of advanced, socially-engineered email attacks. The email security platform currently integrates with Microsoft, Google, and CrowdStrike, as well as dozens of other cybersecurity platforms. Moving forward, the focus will be on deepening relationships with enterprise partners throughout North America, expanding channel partnerships across Europe and the Asia-Pacific region, and launching strategic alliances with key organizations across the industry. About Abnormal Security Abnormal Security provides the leading behavioral AI-based email security platform that leverages machine learning to stop sophisticated inbound email attacks and dangerous email platform attacks that evade traditional solutions. The anomaly detection engine leverages identity and context to analyze the risk of every cloud email event, preventing inbound email attacks, detecting compromised accounts, and remediating emails and messages—all while providing visibility into configuration drifts across your environment. You can deploy Abnormal in minutes with an API integration for Microsoft 365 or Google Workspace and experience the full value of the platform instantly, with additional protection available for Slack, Teams, and Zoom. More information is available at abnormalsecurity.com.

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Martech

Procure IT Names Tech & Channel Marketing Veteran Brian Leonard as Chief Marketing Officer

Procure IT | January 05, 2024

Procure IT, a game-changing data-driven IT procurement company, announced today that it has named Brian Leonard, an 18-year technology and channel marketing veteran and former Vice President of Marketing for RapidScale, as its Chief Marketing Officer. In his new role, Leonard oversees the creation and management of Procure IT's marketing strategy, including digital marketing, strategic leadership, brand management, market research, sales collaboration, customer engagement, public relations, data analytics, budget management, and marketing team leadership and development. "Brian Leonard and many of the Procure IT team members have extensive experience working together to build and successfully sell RapidScale," said Randy Jeter, Procure IT Co-founder and Managing Partner and former CEO of RapidScale. "We know and respect each other well and can hit the ground running to develop and execute Procure IT's marketing strategy to drive rapid growth and shareholder value." Leonard is a data-driven technology marketing leader with nearly two decades of experience leading, growing and managing international marketing teams. Previously, Leonard led marketing operations for technology providers, such as RapidScale and ujet.cx, and technology services distributors (TSDs), including Intelisys and AppDirect. Leonard has also consulted with many technology, software as a service (SaaS) and telecommunications firms on marketing strategy and execution. "I've run marketing on every angle of the technology advisor ecosystem, including distributors, platforms, agents, consultants and technology vendors," said Leonard. "I've spent my career helping small and midmarket companies scale their marketing organizations and positioning. I'm excited to reconnect with Randy Jeter and other members of the RapidScale team to drive revenue growth for Procure IT." In addition to his role at Procure IT, Leonard serves as an advisor for several SaaS and platform organizations, including the SaaS Ecosystem and Business School (SEBS), Product HQ and Squibler AI. Leonard is certified in MEDDPIC Sales Methodology, Pragmatic Product Marketing, Demandbase ABM and Revenue Architecture School. About Procure IT Procure IT, the data-driven IT procurement and management company, simplifies IT sourcing and expense, performance and risk management for businesses of all sizes – from small and medium businesses (SMBs) to global enterprises. Procure IT leverages decades of expertise in technology sourcing, relationships with more than 350 IT suppliers, proven processes and a proprietary CX software platform to help business clients save time and money while ensuring they have the technology they need to succeed in a competitive marketplace. Procure IT advises more than 3,000 businesses nationwide, speeding sourcing by 5X and reducing spending by 25 percent. For more information, visit www.procureit.com or engage with us on LinkedIn.

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Vidyard

Vidyard is the video platform that helps businesses transform communications and drive more revenue through the strategic use of online video. Going beyond video hosting and management, we help businesses connect with more viewers through interactive and personalized video experiences, learn powerfu...

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