. home.aspx
EVENTS
Marketo summit 2018
MARKETO SUMMIT 2018
May 01-01, 2018
Find us in Moscone West at booth #807 to connect with Vidyard’s team of video experts to see how personalized video, one-to-one video messaging, and video engagement data can help you create marketing experiences that will make your buyers say WOW (now THAT’s fearless). Join Vidyard&rsqu...

THOUGHT LEADERS

home.aspx
   

Q&A With Tyler Lessard, VP Marketing, Vidyard

April 03, 2019 / MEDIA 7
SHARESHARESHARE
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.

MEDIA 7: 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."



MEDIA 7: 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."



MEDIA 7: 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."



MEDIA 7: 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.

SPOTLIGHT

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...

RELATED NEWS


Contributor Jim Yu uses the SMART framework to prescribe a formula for SEO and content marketing success. Despite the many ways Google has changed the search game over the last five years, one truth remains: content is the vehicle that drives your consumer interactions, engagements, experiences and, ultimately, conversions....
SEARCH ENGINE LAND
READ MORE

Facebook has announced two new video ad buying options to help both businesses and publishers capitalize on the potential of video during the 2018 holiday season.The first is what Facebook’s calling  In-Stream Reserve, which will enable advertisers to reach people watching video from “a selection of the most engaging, highest quality publishers and creators The option closely resembles traditional TV ad buying  through In-Stream Reserve, advertisers will be able to reach la...
SOCIAL MEDIA TODAY
READ MORE

“Influencer” is the biggest buzzword of the moment. An entire ecosystem has evolved around these social media stars, but there are cracks in the foundation. The relationship between brands, agencies and influencers is starting to get rocky. In this edition of Confessions, a social media executive lays out how this relationship soured....
DIGIDAY
READ MORE

Search is the single largest traffic driver to websites, according to SimilarWeb’s Global Search Marketing Report 2016. The findings are based on billions of site visits to a global sample of websites but reflect only desktop traffic....
SEARCH ENGINE LAND
READ MORE

Keeping up with the exciting unveils during Comic-Con weekend, Campbells’ launched their Spidey-can soup-er hero line at San Diego International Airport. With this can-made Spiderman exhibit, Campbell’s piqued the interests of passengers arriving in the San Diego market by encouraging them to snap at selfie with their favorite Marvel character.

This buzzworthy experiential was the perfect first-time display at the airport, emphasizing the creativity and flexibility of ...

JCDECAUX
READ MORE

Recently analysts working for numerous investment brokerages have updated their research report ratings and price targets on shares of Alliance Data Systems Corporation (NYSE:ADS)....
FTSE NEWS
READ MORE

SPOTLIGHT

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...

RESOURCES

EVENTS

Marketo summit 2018
MARKETO SUMMIT 2018
May 01-01, 2018
Find us in Moscone West at booth #807 to connect with Vidyard’s team of video experts to see how personalized video, one-to-one video messaging, and video engagement data can help you create marketing experiences that will make your buyers say WOW (now THAT’s fearless). Join Vidyard&rsqu...