Q&A with Tyler Lessard, VP Marketing, Vidyard

MEDIA 7 | April 3, 2019

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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Sinch and Zapier expand partnership to deliver the widest range of messaging to businesses - seamlessly

Sinch, Zapier | September 23, 2022

New integration enables Zapier customers to connect existing business apps and processes to messaging channels with Sinch’s Conversation API STOCKHOLM, Sweden, and INDIA – September 22, 2022 – Sinch, a global leader in cloud communications and mobile customer engagement, today announced its latest integration with Zapier, an automation platform, to bring the widest range of messaging channels to the 5000+ business apps that Zapier supports through Sinch’s Conversation API (https://zapier.com/apps/sinch/integrations). Small and medium-sized businesses already use Sinch's MessageMedia, SimpleTexting, and ClickSend products to send SMS messages. The extended integration increases the scope for businesses of all sizes to send messages via messaging channels like WhatsApp, Telegram, or Facebook Messenger. Sinch’s Conversation API enables businesses to build, enrich and optimize omnichannel interactions with a single integration. With just a few clicks, Zapier’s millions of users — comprising sales and marketing teams, HR departments, and more — can now build simple, automated logic flows between their existing marketing apps and processes and Sinch’s Conversation API to send and receive messages via messaging channels like WhatsApp, SMS, Facebook Messenger or Instagram. This makes it much easier — and faster — for businesses to start using new messaging channels at scale. Without Sinch and Zapier, integrating new messaging channels and creating automation triggers within a business’ existing processes would require considerable time and effort from a development team, drawing on company resources and slowing down momentum. Example use cases for the integration include: Sending WhatsApp messages to a list of opted-in customers stored on Google Drive Payment confirmation messages sent via SMS when a customer makes a purchase using a brand’s Shopify instance Creation of a Zendesk ticket when a customer messages a brand via Instagram DMs With the widest range of channels on the market, and more channels to come, Sinch’s Conversation API positions Zapier users to provide true omnichannel communications to their customers and internal teams, increasing engagement and conversions. “Messaging channels are immensely important for today’s businesses — they’re where customers are most active, and where they want to connect with their preferred brands and service providers,” said Jon Campbell, Director of Rich Messaging at Sinch. “Our expanded partnership with Zapier provides users with easy access to those channels from a single integration point, reducing headaches for IT departments and laying the groundwork for a true omnichannel conversational messaging strategy.” Sinch’s MessageMedia integrated with Zapier in 2018, so that users can easily connect with other apps and automate repetitive tasks, such as sending SMS calendar notifications. Users don't need to be a developer and signup is free. Learn more about the Conversation API integration, and try it for yourself, here: https://zapier.com/apps/sinch/integrations. For more about Sinch’s MessageMedia integration, see https://integrations.messagemedia.com. About Sinch Sinch’s leading cloud communications platform lets businesses reach everyone on the planet, in seconds or less, through mobile messaging, email, voice and video. More than 150,000 businesses, including many of the world’s largest companies and mobile operators, use Sinch’s advanced technology platform to engage with their customers. Sinch has been profitable and fast-growing since its foundation in 2008. It is headquartered in Stockholm, Sweden, and has a local presence in more than 60 countries. Shares are traded at NASDAQ Stockholm: XSTO: SINCH. Visit us at sinch.com.

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