Home > Companies > Thought Leaders > Q&A with Tyler Lessard, VP Marketing, Vidyard

Q&A with Tyler Lessard, VP Marketing, Vidyard

MEDIA 7 | April 3, 2019

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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GlobeNewswire | May 25, 2023

High Wire Networks, Inc. (OTCQB: HWNI), a leading global provider of managed cybersecurity and technology enablement, announced its vice president of marketing and communications, Susanna Song, was named to the 2023 Women of the Channel by CRN®, a brand of The Channel Company. CRN annually recognizes women whose expertise and vision are leaving a noticeable and commendable mark on the technology industry. The 2023 Women of the Channel list will be featured in the June issue of CRN Magazine, with online coverage at www.CRN.com/WOTC. The professionals earning this accolade represent the growing percentage of women emerging as leaders in the technology sphere. According to the Women Tech Network, women now make up about 28% of the tech workforce, compared to just 9% in the early 2000s. The CRN 2023 Women of the Channel honorees are recognized for their creativity, strategic thinking and leadership in a variety of roles and responsibilities, and for applying their talents toward supporting the success of their companies, channel partners and customers. “We are ecstatic to announce this year’s honorees and shine a light on these women for their significant achievements, knowing that what they’ve accomplished has paved the way for continued success within the IT channel,” said Blaine Raddon, CEO of The Channel Company. “The channel is stronger because of them, and we look forward to seeing what they do next.” Song leads the marketing of High Wire’s managed cybersecurity and IT enablement services that is driven 100% by its channel partners which now total more than 625 worldwide, including many of the Fortune 500. “Under the leadership of Susanna, our marketing team has played an instrumental role in driving our company's growth and success,” said Stephen LaMarche, COO of High Wire Networks. “Through their exceptional efforts, we have expanded our channel partner network and achieved strong revenue growth. The recognition and trust we have built among our channel partners have also translated into an expanding pipeline of business opportunities.” Song is also the founder, producer and co-host of The Cybersecurity Simplified Podcast, which last year logged more than 100,000 downloads, drew listeners from more than 100 countries, and ranked in the top 5% of most podcasts shared globally on Spotify. Song commented: “I am honored to be among the many amazing women who make up the Women of the Channel list for this year. I’m grateful to my colleagues and the leadership at High Wire who support my endeavors and inspire me to be innovative. It is a collaborative effort day in and day out to go beyond the status quo and grow our partner community, maintain the trust of our channel partners, and continuously enable their success.” In February, High Wire was named by CRN Magazine to its MSP 500 and Elite 150 lists for 2023. This was the third CRN award High Wire received over the past few years while Song served as VP of marketing and communications. Song was also featured on CRN’s 2021 Channel of the Women list. To learn more about High Wire and its award-winning managed cybersecurity and IT enablement services, visit HighWireNetworks.com or view the company’s free video series on YouTube. About CRN CRN, a media brand of The Channel Company, is the No. 1 trusted source for IT channel news, analysis and insight online and in print. The CRN editorial staff provides objective reporting on daily technology and channel news, events and trends, empowering solution providers such as systems integrators, value-added resellers, managed service providers (MSPs), strategic service providers and IT consultants to maintain a competitive advantage and deliver the business outcomes their customers need. Its coverage can be found at CRN.com and in CRN magazine, which prints six times per year plus special issues. Since 1982, CRN's talented team of editors has reported on the news solution providers need to build successful businesses. CRN is the go-to source for breaking news on the IT channel, including technology vendors’ channel programs, channel management executives and product and services portfolios; distributors and cloud distributors; MSP platform vendors and solution providers themselves. Coverage crosses over a variety of technology areas, including cloud, security, data center, networking, software, storage, managed services, computing and components and peripherals. About High Wire Networks High Wire Networks, Inc. (OTCQB: HWNI) is a fast-growing, award-winning global provider of managed cybersecurity and IT enablement services. Through more than 625 channel partners, it delivers trusted managed services for nearly 1,000 managed security customers and tens of thousands of technology customers. Its end-customers include hundreds of Fortune 500 companies and the nation’s largest government agencies. High Wire has 125 full-time employees worldwide and four U.S. offices, including a U.S. based 24/7 Network Operations Center and Security Operations Center in Chicago, with additional regional offices in Puerto Rico and United Kingdom. High Wire was recently ranked by Frost & Sullivan as a Top 12 Managed Security Service Provider in the Americas. It was also recently named to CRN’s MSP 500 and Elite 150 lists of the nation’s top IT managed service providers. Learn more at HighWireNetworks.com. Follow the company on Twitter, view its extensive video series on YouTube or connect on LinkedIn.

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