How Demand Spring Uses Long-Form Video to Qualify and Convert Leads

Delaney Turner, Director of Content Strategy for Demand Spring, joins the Content Pros Podcast to discuss why long-form documentary videos are the type of content that keeps on giving when it comes to qualified leads and long-range content planning.

In This Episode:

Delaney Turner

Demand Spring

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Full Episode Details

Playing the Long (Content) Game

Facebook Live, Instagram Stories, Snapchat, and Vine have led us all down the road to short-form videos. Anything longer than 2 minutes is thought to be too long and (relatively) useless content.

Delaney has found that in many cases the opposite is true. Long-form video content can not only perform as the ultimate lead qualifier, it can also provide you with enough content to fill six months or more of your marketing calendar.

While it’s true that many viewers will drop out after a minute or two of video, those that stick around to the end show themselves to be true prospects. They are doing more than kicking the tires of your company, they are taking it for a test drive and that video can be difference between a bust or a sale.

In addition to weeding out the best possible leads, long-form videos give you an opportunity to humanize your brand for those qualified watchers. All in all, it’s the perfect vehicle for content development, lead qualification, and brand profiling.

In This Episode

  • How short-form documentary-style video content leads to new revelations about your customers
  • Why top-of-funnel content doesn’t mean sticking to only short clips or still images
  • How humanizing your brand through long-form videos leads to highly qualified leads and a positive reframing of your brand in the eyes of potential customers
  • Why planning a year’s worth of content means shooting one documentary

Quotes From This Episode

“How do you take that passion, that idea that you have, that you’re really excited about and then share it with the world?” —@DTurnerBlogs

We would not have received or been able to share these insights had we not taken this approach. Click To Tweet

“If you think about the members of the buying team as characters in a story, you need to help them feel like they are part of this story and what you are offering as a provider helps them be successful.” —@DTurnerBlogs

“It’s much easier if you are a marketer to consider how do I engage all of these people at various points in a typical buying process within the scope of a single content experience?” —@DTurnerBlogs

“We see more people using video content right on the top level of their solution and product pages as a way to humanize themselves and humanize their brand.” —TylerLessard

“When you use long-form content like that, it can be a better qualifier of those who are really interested in the story and the market.” —@TylerLessard

“What an asset like this helps you do is plan, not just a week, two weeks, three weeks in advance, but it helps you plan your entire content for the year.” —@DTurnerBlogs

It's never too early to start working on a story. Click To Tweet

Resources

Content Pros Lightning Round

If you were to build a documentary about your life over the last year in Columbia, what would its title be? The title would be Transformation. It’s a fascinating time to be in Columbia. The big, big story about Columbia is that it is opening itself to the world. The country has a phenomenal amount of natural resources, natural beauty, and just awesome stuff to share with the world that has been closed off or just not well known for a long time. There’s a real positivity, a real enthusiasm, for the direction of the country now.

Episode Transcript

Randy: Welcome to another episode of Content Pros podcast. This is part of the Convince and Convert network of podcasts. I'm Randy Frisch with Uberflip. As always, I've got Tyler Lessard joining me from Vidyard. Today, we're going to dig into an area that Tyler's really familiar with, video, but I feel like we're going to go a different route. Because these days, Tyler, I always hear people talk about short videos, really snappy videos. It's almost like if it's over a minute, it's too long. But it sounds like there's almost a resurgence of a longer formatted video that we can do as a brand or a company, and that's kind of these full-length documentaries. What have you been seeing around in that space?
Tyler: Yeah, you know it's super interesting, Randy, because we as B2B marketers have seen a lot of investment in that shorter-form content, in the "snackable content," as people refer to it, for these like product explainers and demo videos and thought leadership interviews. But we're also seeing a lot of activity around longer-form content, both in the forms of educational webinars. But to your point and the topic that we'll dive into today is longer-form documentary-style content that in some ways is really customer testimonials on steroids, where people are bringing different points of view into the conversation for a meatier piece that really helps to convey the energy and conviction out there in the market, in a format that audiences seem to be really resonating with. So to talk about that here today, we have Delaney Turner from Demand Spring. Delaney, why don't you quickly introduce yourself and how you came to be in your role and what you're doing there at Demand Spring.
Delaney: Thanks, Tyler. Hey, Randy. How you doing? It's Delaney Turner. I'm Director of Content Strategy at Demand Spring. We are a boutique revenue marketing agency based out of Ottawa, Ontario, Canada. We are focused on essentially helping marketing organizations transform their marketing organizations into a revenue driver. Moving beyond giveaways and t-shirts and really, really driving the business from a revenue perspective. So we're really excited about it. We work with a lot of transformational and transformative organizations through techniques like video and tactics like video. My own path, I've been in B2B technology marketing for at least 15 years. It started way, way, way back at Cognos in the PMS 485, Red Square days, through a sojourn at IBM. Went away for a little while, came back. I've been at Demand Spring for about two and half years now, so it's a really exciting journey.
Tyler: So, Delaney, things have changed in those 15 years, as I'm sure many of our folks online will agree. One of the things that I've found most exciting about the last ten, five, even the last two to three years, in B2B marketing is this rise of storytelling and creating more interesting conversations with our audiences, that go beyond us talking about our speeds and feeds and to really building a narrative with our audience in a way that a lot of B2C companies have traditionally done. Now I know you guys have done this with the folks at Akamai, in a B2B space, creating interesting documentaries, not just two- or three-minute videos, but 15 minute and longer documentary-style content for that market.
Delaney: Yeah.
Tyler: Can you talk a little bit about how that came to be and what your role was in those projects at Akamai?
Delaney: Yeah, thanks. It was quite interesting, actually. It was a one-line pitch that started way back, and it was essentially, the idea was, why don't we do a No Reservations with Anthony Bourdain? Let's do No Reservations, but for gaming technology. I don't know if your audience is familiar with Akamai as a company. They're a large B2B technology content delivery network. They're oftentimes the biggest software company that no one's heard of or few people know. But almost everybody, if you're on the web, use … Akamai powers or pumps at least 30 percent of the web traffic and is a major streaming partner to companies like Sony. When it comes to Sony PlayStation, if you're playing a game, if you're streaming Sony Vue, it's coming through the Akamai content delivery network. So they have a really, really innovative history and a very awesome, awesome … Frankly, an awesome industry that they play in. One of them is online gaming, which as an industry, is bigger than movies and music combined. It's a global audience, and it draws incredibly from Akamai's network because everything — the battling those Orcs and driving your cars around the racetrack — all of that happens online, and it happens a lot of the time through Akamai pipes. The thing is about that kind of technology, as with any B2B technology, is that the purchase path is long, it's a very technologically intense sale, and there's a lot of people involved. But what Akamai was really looking to do was raise its game in essentially two levels. They've been facing more and more competition, stiff competition, from newer upstarts in the content delivery space. Essentially, Akamai invented CDNs, but they've been facing a lot of competition from new upstarts. The other thing is they're kind of considered or at least the creeping perception was that they're not as easy to deal with from a … to be a customer with. It's difficult to implement, it's more expensive, and the battle for delivering a quality experience to your viewers, whether it's playing a game or watching the Olympics, for example, is a real battle in the trenches. So this was really an opportunity to elevate the brand — the Akamai brand — within, first of all, the gaming community. The marketing director at Akamai is a gentleman named Nelson Rodriguez, who is a former games marketer and who's really embedded into the community, has really long relationships, very passionate about the community, plays games, has been writing about them. What he wanted to do was essentially go behind the scenes and look at not just the technology that delivers the game, which is really where Akamai makes most of its revenues. It's bread and butter was really delivering the bits that make the game, but really looking at the online gaming community from a higher level. Because the thing about the gaming community, it is its own community. It's had its own culture. A lot of the gaming companies CEOs or CTOs that Akamai sells into are also former gamers, so what really, really counts and really what Akamai was trying to do was reveal the community to the community and show that how Akamai understood the quirks, the eccentricities, the dynamics, and the passions really that exist within this community. Essentially, we built a documentary. We built a documentary — it's about 15 minutes long — called The Most Awesome Game. We taped it down at GDC, which is one of the big game developer conferences, GDC, down in San Francisco, earlier this year in February. We talked to game developers. We talked to studio heads. We talked to people who follow the industry and write about it and looked at three aspects. We looked at game culture: What are the dynamics, the personalities, the passions, the histories of the people who are in this space? We learned some really, really interesting and just really interesting and insightful things. Then we looked at what does it take to turn that passion, that great nugget of an idea for an awesome game, what does it take to actually develop it? How do you turn that vision into code? So what are the trade-offs that you need to make? What kind of experience do you want to deliver? Then, essentially, going through … you know you take your whiteboard and you turn it into code. There's all kinds of questions, checks and balances, trade-offs that you have to go … and considerations that you have to figure out. Then, the third part of that is once you've got your game sort of built at a local scale, is how do you bring that game to the world? You looked at the infrastructure — what are the pipes, the plumbing, the technology, the security, the commerce — all of those components that you need to bring your passion to the world? So if you think about this in sort of a narrative arc or a three-act structure, it's essentially how do you take that passion, that idea that you have, that you're really excited about and then share it with the world? By association, it's Akamai that makes all of this happen. The responses so far, from the interviewees themselves and also from people who've watched it, the responses have been really, really good.
Tyler: You know one of the things I find interesting here is we did a podcast not that long ago with Clair Byrd, who was from InVision at that time, and she was the driving force behind a documentary-style film they did in the B2B market called Design Disruptors. Similar to what you're talking about here, Delaney, it was really fueled by this community of users, who had a lot of passion for what they did there. A lot of people who played different roles, but they all sort of shared this passion for their market and I think felt like almost like unsung heroes. They came along and did this documentary-style film as a way to really put them as the protagonists of the story, to create a bigger narrative, a bigger message than what the individuals were doing to really expose this market to the rest of the world. But it was really like a celebration of that community and done in a way that, again, really emotionally connected with others in that market and made them feel like a part of something bigger. Is that something that you felt was sort of part of this experience with Akamai or am I out to lunch here?
Delaney: Yeah, some of the insights that people came up with we would not have gotten or received or to be able to share had we not taken this approach. I mean I think there's a role, obviously, for the two-minute customer success story: Here's the problem. Here's the solution. Here's the results. But by expanding our focus and opening the aperture, we talked to people who were responsible for gaming experience. We talked to somebody at Electronic Arts, James Berg. It's probably the same guy. He was talking about what really motivates his development team. It turns out … It's a great quote that's in the documentary. He says, "Nobody on the creative team cares how many copies of the game we sell. What they want to hear is, 'Thanks, I loved your game.' That social validation, that for them, that's what makes all of the late night, Red Bull, code-crunching sessions really worth it." So, you've got somebody who is responsible for … he's essentially a gamer data analyst. He looks at all of the ways that people interact with any number of Electronic Arts' games, and he has to figure out where are the friction points? Where are people not getting a great experience? Where are people struggling, and how do we mitigate or get rid of those to make a great experience for the users? One of the insights that we elicited was gaming is … I think different from Hollywood is that it's very, very focused on what is the experience that the company is delivering to its users? The line between the people who build the game and play the game is very, very thin. So there's really strong relationships between players and gamers. A lot of times, it's the same people. So that relationship and that community and showing that connection, and by association Akamai, being essentially the facilitator for this kind of conversation, is a really, really powerful way to show not only Akamai's presence in the industry, but also how the depth to which Akamai understands the dynamics and understands what the concerns that are driving the people who they need to make successful. So we couldn't have done that had we not explored the documentary format.
Randy: That's really interesting, Delaney. You know I'm listening to you describe almost like a case study, this whole thing, right?
Delaney: Mm-hmm (affirmative).
Randy: It almost feels like an extended case study and I relate to it a lot, even as someone who's been involved in the sales processes of CDN providers on my end, right?
Delaney: Mm-hmm (affirmative). Yeah.
Randy: I think I agree with you. To a degree, Akamai and the other people in that world have almost become a little commoditized, and it's interesting to see how they've grown up as a company and now need to find ways to stand out.
Delaney: Yeah.
Randy: So taking a step away though from Akamai, because I think a lot of people who listen in to this podcast are always trying to think about, "Okay, how do I relate this to me? How do I determine if it makes sense for me to go and actually do one of these documentary-style formats?" I'm wondering, you know maybe you can just give us some of your findings with other clients that you've been having conversations with as to like when does it make sense to consider this format? Is this the type of thing that makes sense once you have large customers and you want to retain them? Or given that you guys are specialists in revenue generation, can this actually be a revenue generating, lead generating type of tactic?
Delaney: Yeah, there's a couple of ways that we can answer that. Many of our clients are large B2B organizations, who are new or newish to revenue marketing and newish to content marketing. So it's incumbent upon us to find the best, most innovative ways for a company to tell its story. I think I mentioned earlier, B2B technology sales, whether it's a CDN or anything else, it's a very complicated sale. You need to engage a lot of different people. You need to meet a lot of different concerns and various people at various parts of the buying process. So if you think about if you're a demand gen professional and you're responsible for engaging or bringing in net new names or net new leads, the person who you are engaging with with your direct mail or your whitepaper is only the tip of the iceberg in terms of the number of people you need to talk to. It's very important, I think it's going to be increasingly important for marketers to be able to engage that buying team. If you think about the members of the buying team as characters in a story, you need to help them, everybody in that team, feel like they are part of this story and what you are offering as a provider helps them be successful. So if you've got something like a long format or a documentary format, it gives you essentially the flexibility and the scope to deal or address complicated business challenges from a lot of different perspectives. So another documentary, as an example, we did was again for Akamai but it's called Revolutionaries. It's just out. It's about the process of distributing television over the internet. So the OTT, over-the-top broadcasting, watching TV on your internet, and it's just talking about all of the people that you need to engage. It's much easier, I think, if you are a marketer to consider how do I engage all of these people at various points in a typical buying process within the scope of a single content experience? If you think about it that way, then you can start to think about, "Okay, well what would that experience be? Who are all of the people that I need to talk to? What is the big, big story that our company or our solution actually tells?" If you can figure out those two Venn diagrams and find the parts where they overlap, then I think documentaries make sense.
Randy: That's really a great perspective. I like that a lot, Delaney. We're going to take a quick break here on Content Pros, hear from a couple of our sponsors, and then we'll be right back to dig into how we can actually use these assets throughout our marketing campaigns. Right back here on Content Pros. So we're back on Content Pros, here with Delaney Turner, from Demand Spring talking all about documentaries and how we can take video formats and do things outside of those short little clips. One of the things, Delaney, that actually caught me completely off guard is when I knew we were going to talk about this today, I went to Akamai's website. I wanted to try and see if I could find one of these videos. I was actually shocked to find it on the homepage. I mean not only are we talking about these longer format videos and when's the right place to use it, but we're actually using that, in this case, on the homepage as the first thing we greet people with. I'm wondering, I mean, Tyler, I'm even wondering what you guys often see with these longer format videos that people use and how long people stick around to watch a video like that?
Tyler: Well it's a great point, Randy. I was also somewhat surprised to find it right up on the homepage. But I think that's a really interesting play, and it speaks back to the power of video and something like this to really act as a strong top of funnel asset to build brand affinity with people who may be new to your company or to what you do. I mean picture yourself coming to Akamai's website, and you may be expecting a stodgy legacy, kind of enterprise website where it's going to be all about the speeds and feeds. But your first impression with their brand is this incredible storytelling and something that I think personally, when I saw it, it changed my perception of who this company might be, right? It really humanized them. It showed that they are a part of this broader community and that they appreciate these different members out there. So, I think that it was a really smart play. We see more and more people in general using video content right up at the homepage, right on the top level of their solution and product pages as a way to humanize themselves, humanize their brand, but also start to seed in some of those educational elements that will keep people walking through the funnel.
Delaney: If I jump in there, Tyler. The other important thing to know is that we shot … I think for both of those documentaries, we had over a hundred hours of footage. So the final product was not just a 15-minute documentary, one-and-done piece. We really stood back and said, "Okay, what are the other ways that we can merchandise all of this stuff? What are the other ways that we can essentially cut it up and essentially create those smaller videos?" So if you think about this from … Okay, if you're a demand gen program manager, a 15-minute documentary may not be the first thing that you think about. You need something that's snackable because you know that you're fighting for someone's attention in their inbox. So what we did with The Most Awesome Game is we isolated at least 10 of the most insightful clips, and we turned those into 20-second videos. So those can essentially be distributed, either against a media buy or inserted in an email on a platform like Vidyard, for example. So there's a lot of different assets that from a single shoot and from a three-day shoot and a one-time investment, essentially, we came out with I think about 12 pieces from The Most Awesome Game. We're doing the same thing for Revolutionaries. So there's a lot of different smaller assets that you can use, and you can really fit into an eNurture Stream that is specifically focused on either retention, conversion, pipeline acceleration, all of the day-to-day marketing, hard core, capital "M" marketing concerns that we're all trying to solve.
Randy: Man, Tyler, I feel like this is one of those scenarios that, like Delaney said, where you need … like you got to understand how far people are making it into these videos and I wonder … I mean I don't know if you even have enough data. Like you said, some of this content just came out, as to how many people who start it make it to the end, versus you know same with your standard two-minute video.
Tyler: Well, it's a good question, Randy. What we've found is for shorter videos, the two to three minute style videos, a lot of people will self-select out — usually about 20 percent of your audience within the first 10 seconds or so, but then, beyond that, there's your steady decline. But on average, about 50 percent of people will watch those videos to the end for a typical B2B video. As you move to longer-form content, not surprisingly, the percentages tend to drop in terms of how many people stick around until the end. You sort of see that some self-selection in the first 20 to 30 seconds of the video, where you'll see the drop. But then the decline is a similar kind of trend. But for longer form, 15-minute videos or so, you'll often see maybe 20, 30 to 40 percent of people, depending on the video and the narrative, stick around until the end. But what's interesting is when you use long-form content like that, it can actually be a better qualifier of those who are really interested in the story and the market, as opposed to just those who are kicking the tires or happened upon the content. So in some cases, for example, our own team, we'll intentionally create longer-form content like that as a qualifying piece because we'll know … Maybe only 20 percent of the people will watch for 10 or 15 minutes, but we know that those are the people that are most likely to engage and that will funnel over to have another conversation with. So I think that's really interesting. But the other point I'll make on that is we've also seen long-form content to be a great way to fuel a broader content strategy. If you create your content with the mindset of "how can I repurpose this in different ways following the project," such as creating micro-clips of different pieces of it. Taking maybe shorter chunks and making them blog posts. That could be a really effective way to leveraging both the long-form content as well as turning it into shorter-form content that can fuel your strategy.
Delaney: Yeah, that's great because one of the things for your listeners to be thinking about is, when we talk about stories is, "What story do we want to bring to the market?" What an asset like this helps you do is it really helps you plan, not just a week, two weeks, three weeks in advance, but it helps you plan your entire content for the year, or at least six months. Then, you can think, "Okay, well I'm going to need … if I'm going to tell one big story or three sub-stories," that helps you a) shape the kind of documentary you want to tell, but then also guides you in how you want to break it up into those smaller, merchandised chunks, essentially.
Randy: So I'm curious, Delaney, I mean, sitting here being like, "Oh, I'd love for us to do something like this." Really start to, in our case, understanding content marketers and how they're challenged with leveraging all this content that they have. So if I were to do something like that at Uberflip, what's the undertaking to do something like this? I mean we already know just at least a hundred hours, because you told us you had that much footage. But maybe you can give us an idea of when Akamai came to you and let's take away any debating that people had, but once they were ready to go, what's the amount of time and different key stages in this project to get something polished like this out the door?
Delaney: Yeah, that's a great question because it's not like writing a whitepaper. It's not like creating an infographic. The truth is the pre-production process is really where the bulk of the work happens. I think you're going to be looking at probably anywhere between six to eight to ten weeks total, or maybe twelve. I would really, a conservatively, especially if this is the first time you've done this, is look for essentially a three-month window that contains essentially the big event that you're going to be at. There are a lot of different factors that affect the timing, but you do have to give yourself enough time at the beginning of the process … Once Nelson had bought in, saying, "Yes, let's do this," essentially it was about six weeks before GDC, the conference, when he knew that a) Akamai would be there and all of the people that we needed to talk to would be there as well. If I think about my old newsroom days, it's never too early to start working on a story. It's never too early to start doing your outreach and really getting people interested and recruitment, basically, is a really important part. So there's recruitment. There's permissions. You know, do you have the permission to film where you want to film? There's dealing with or accommodating for approvals. If you're talking to customers or partners, you usually have to go through their PR system. So you really … you need to think about what kind of crew you're going to need. You really need to bring on … If you don't have those skills in-house, you really have to do your due diligence in terms of who you bring on as an outside partner to help you make this happen. They really need to click with you, essentially the agency, the provider, or the client, because once you get on set or the day of the shoot, you want to make sure that everything goes smoothly. You have to make sure that the pre-production work goes well. So everything from do people know where they're supposed to be? What's the traffic going to be like? Will there be food for the crew? It can get really complicated. We did learn a lot the first time we did this. Some of it we would've done differently, but much like making a video game, you have to go in, follow your passion, and just keep the end goal in mind. We learned a lot in that first one. The second shoot that we did was a lot smoother. We'll be sharing our experiences and a lot of the prescriptive approaches will be very soon on the Vidyard blog.
Tyler: So, Delaney, before we move into the last portion of this, I just want to ask you one last question, which is always on the minds of us marketers. You know we talked a little bit about some of the ways that they wanted to measure success, but I really want to hone into the ROI component of this. How does a company, like an Akamai, or a smaller company like one of ours think about justifying an investment and building the business case to do a video like this? What kind of metrics do they need to be thinking about? What are the measures of success and how would they be tracking something like that?
Delaney: Yeah, so the ROI question, that's where every content marketing conversation goes. There's a lot of different ways that we can slice this. So, just the fact that it exists, for a lot of people internally at Akamai, was a justification. There's a tremendous amount of excitement from the first one that we did on gaming. That sparked the creation of the one on video. So I know that in terms of a paid media, Akamai's expecting about 2.5 million views on YouTube. I know the smaller pieces that we did for The Most Awesome Game will make their way into eNurture programs. First off, we don't have those numbers quite yet. But if they were on a platform like Vidyard, I would definitely want to include them in any kind of nurture ROI. I would want to look at them in terms of viewer retention and conversion. I mean I guess it sounds kind of fluffy, but we don't have a lot of hard numbers yet. But I know that Akamai's sales team is very, very excited about this just in terms of what it says about the company. I know its salespeople are really, really eager to get their hands on it.
Tyler: Wow. I think shooting for a couple million views is probably a good start for a lot of us. I mean, Randy, that's pretty similar to the target you guys set for your recent videos on your Uberflip AI launch, which by the way, were some pretty awesome videos.
Randy: Absolutely. I don't know if we had to drop the same number of dollars and hours to produce ours. So our ROI requirements are maybe a little bit lower, but we've had some pretty fun reactions to ours. I mean I think there's so much fun, obviously, you can do with video these days. I mean whether it's a documentary like this. You know if people haven't seen the videos that Tyler is referring to, we had some fun and kind of joked around with some of the things that we expect in our day-to-day and how they come into complicated buying decisions. I think as Delaney put it, it's getting tough, right? You got 6.8 buyers on average that they say weigh into that buying decision, so we got to kind of find a way to strike a chord with all of them. So it's not easy, and I commend you guys for what you guys have accomplished here. Really cool stuff. Delaney, we got a couple of minutes left here. It's kind of a lightning round question, just to get an idea. So one of the fun things that I learned about you, outside of work, is that you've actually been making home in Columbia-
Delaney: Yep.
Randy: … the last little while.
Delaney: Yep.
Randy: So if you were to build a documentary about your life over the last year in Columbia, what would its title be?
Delaney: The title would be Transformation. Just a very simple rational is that this is a very interesting … Those are my two least favorite words, so I always try to avoid them — very interesting. It's a fascinating time to be in Columbia. The country is … the security situation has improved tremendously over the last few years. We've seen a lot of either expats coming here or a lot of people who left coming back. The big, big story about Columbia is that it is opening itself to the world. The country has a phenomenal amount of natural resources, natural beauty, and just awesome stuff to share with the world that has been closed off or just not well known for a long time. I meet a lot of Columbians, who are coming back and starting businesses. They've learned a lot during their time away. They either went to Europe, they went to the United States, and they're coming back with a more global outlook, and they're changing the country in a lot of really new and exciting ways. There's a real positivity, a real enthusiasm, for the direction of the country now, and I'm trying to document it in a new project that I'm working on. So Transformation would be the big headline story there.
Randy: I like that. It's interesting. It's funny, I've had a few people from our company who have taken trips to Columbia in the last year, and my first gut was like, "Are you crazy?" But I think, to your point, there's a change, right? It's not the associations that we've had. You know, again, it feels like a great spot for video to kind of come in and reeducate what's going on. So maybe you've got your next one in there. You've got to find the right people to pitch this one to. You know what guys? This has been a ton of fun, though. We're out of time here. But if you've enjoyed this podcast, please tune into contentprospodcast.com to check out all the other great episodes, between Tyler and myself. If you want to actually watch the video that you heard Delaney talk about today, there's a couple ways to do so. One is go to akamai.com. It's on their homepage, as we said. But the other thing to do is check out Demand Spring. Go to their website. These guys are doing a great job with a whole bunch of different clients, driving revenue. Delaney, we really thank you for sharing one of the tactics that seems to be a success so far. Until next time, I'm Randy Frisch on behalf of Uberflip, and Tyler Lessard has always been with me, he's from Vidyard, and we can't wait to talk to you next time on Content Pros.
 
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