Hopefully someone can help me with this conundrum. FYI, I'm new to Marketo. I'm getting ready to launch a campaign that is based around a series of videos hosted via Wistia. As part of this campaign, we have set up a landing page that hosts all 5 videos on that one page. As a former HubSpot user, I'm a bit confused on how Marketo handles scoring.
From what I understand (please correct me if I'm wrong), Wistia syncs EVERY stage that the viewer has completed to Marketo, not just the final stage. For example, if a person watches 100% of the video and we want to score them, they will need to be scored for each stage: Played, 25% watched, 50%, 75% and 100%.
The best way I can see to do this is to score each stage of each video separately. For example, for each of the five videos, my Smart Campaigns would be....
Smart List > Visits Web Page > Web Page > Is > Wistia Video : Video #1- Played
Flow > Change Score > Change > +2
Smart List > Visits Web Page > Web Page > Is > Wistia Video : Video #1- Watched 25%
Flow > Change Score > Change > +5
Smart List > Visits Web Page > Web Page > Is > Wistia Video : Video #1- Watched 50%
Flow > Change Score > Change > +7
Smart List > Visits Web Page > Web Page > Is > Wistia Video : Video #1- Watched 75%
Flow > Change Score > Change > +10
Smart List > Visits Web Page > Web Page > Is > Wistia Video : Video #1- Watched 100%
Flow > Change Score > Change > +15
And I would do this for each video for a grand total of 25 smart campaigns. Wowzers. Not only does this seem tedious, but someone could feasibly rack up a huge score just from watching a couple of these videos. I could easily see someone landing on our page and, since the videos are each <60 seconds, watching them all back-to-back, crossing the threshold to MQL even though watching 5 minutes worth of videos doesn't exactly make them MQL material.
Has anyone had a page set up this way before and knows a better method? I'm sure there is a waaaay simpler method but I'm just not thinking about it in the right way.
Please move the thread to Products and we'll pick it up there. "Central" is for general marketing topics.
This is a cool setup, kudos!
There's a couple ways to do it. You could have a primary smart campaign that listens for Visits web page contains (then the first part of your url nomenclature).
Then request campaign to another smart campaign that changes score based on the video.
Then in video based smart campaign flow step is change score, add 5 choices or whatever, and the first one (since it is sequential) will be 100% view.
Then limit the primary smart campaign (the traffic cop one) from firing to one time a day.
I thought about this quickly, so others, let me know if I am off.
Wistia syncs EVERY stage that the viewer has completed to Marketo, not just the final stage.
Right, that's the way it has to work, because you don't know if someone will continue past 25% before closing down their browser. If you don't know whether 25% would end up being worth logging or not, you have to err on the side of logging it.
(Yes, in a theoretical world you could wait a certain number of minutes and aggregate updates into one final %, but when you're using the Munchkin API -- the only way to do this scalably -- you can't wait-and-aggregate, because by the time your final % would be decided, the browser isn't open anymore to log anything at all!)
I will say you probably don't need 5 choices. Watching 99% vs. 100% isn't a useful distinction. Ditto (most likely) 25% vs. 50%, just choose one of them.
Hey Heather Sutton,
You are thinking on the right track, but you can simplify things and make them scalable by having global scoring flows.
So instead of a campaign for a specific video reaching 25%, you have a campaign that scores a person reaching 25% in ANY video (and plays, 50%, 75%, and 100%). So that is 5 global campaigns for all your videos that you never need to update.
(If you have videos you want to score differently, lump them into meaningful buckets, like early/mid/late stage, low/medium/high value, or whatever, and add additional global campaigns accordingly.)
The smart lists would inspect URL patterns as Darrell mentioned.
Lastly, to avoid having a flurry of video activity over-inflate someone's score, you can restrict the frequency with which someone can qualify for the various campaigns.
Justin Norris | Perkuto
Here's how we track/score video engagement - although, we use Brightcove and have setup a custom activity using their API - and can track the following data points each time someone plays a video on our website or on a Marketo LP:
Within our global scoring program, we have the following four buckets of video views (we don't have a separate scoring attribute for just clicking the play button):
In this example, this person watched 57% and qualified for this smart campaign:
and received +8 points to his behavioral and total score: