Q&A with Tyler Lessard, VP Marketing, Vidyard

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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"With this 10th acquisition by Metro Supply Chain since it began working with CDPQ in 2018, the company is actively pursuing its strategic development plan," said Kim Thomassin, Executive Vice-President and Head of Québec at CDPQ. "We are proud to support the company in its efforts to strengthen its position as a Canadian leader, accelerate growth projects and expand activities, particularly in the United States and the United Kingdom." To support its global strategic vision, Metro Supply Chain has concluded an agreement with the Government of Québec through Investissement Québec, for an investment by way of a private placement in Metro Supply Chain. "To ensure the economic and sustainable development of Québec, it is essential that we be able to rely on Québec companies and robust supply chains. With this investment in Metro Supply Chain, we are helping a Québec company to become an international leader in the logistics sector," stated Pierre Fitzgibbon, Minister of Economy, Innovation and Energy, Minister Responsible for Regional Economic Development and Minister Responsible for the Metropolis and the Montréal Region. "This transaction aligns with Investissement Québec's mission to create a logistics champion and support its geographic expansion outside Québec. Metro Supply Chain is setting an example by making a significant investment to improve its productivity by automating its warehouses. The Covid-19 pandemic highlighted the importance of supply chains, which are an essential link in the Québec economy," said Guy LeBlanc, President and CEO of Investissement Québec. "Metro Supply Chain welcomes Investissement Québec as one of its new strategic partners and is very pleased to be able to count on the continued support of LDC Logistics Holdings Inc., CDPQ, the National Bank of Canada, as we pursue our global growth ambitions," stated Metro Supply Chain CFO Mathieu Descheneaux. "This strategic investment enables us to acquire high–quality companies like SCI to expand the range and depth of supply chain solutions we can offer." Together, Metro Supply Chain and SCI anticipate a bright future, delivering innovative supply chain solutions that meet the most challenging needs of their customers.

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Logistics, Supply Chain, Warehousing and Distribution

Harnessing the Transformative Power of Cold Chain Logistics with SSI Schaefer

SSI Schaefer | January 03, 2024

As average global temperatures rise and the demand for cold-chain storage grows worldwide, SSI Schaefer, a global leader in intralogistics and automated warehouses, is sharing best practices and key considerations on how logistics and operations managers can optimize efficiency and cost-effectiveness of cold storage warehouses. Cold storage warehouse managers -- particularly in the food and beverage industries, but also pharmaceutical distribution -- are facing the need to efficiently and effectively store, pick, retrieve, pack, and ship perishable and sensitive goods, which require special handling, monitoring, and carefully tuned environmental conditions. Yet they face additional challenges -- the cold-chain storage market is expanding, with some reports projecting a CAGR of 9% from 2023 to 2028, meaning that warehouse managers must balance surging demand for cold-stored goods with the increasing need to reduce energy costs and carbon emissions. "What we are seeing for refrigerated supply chains is this pinch -- a need to do ever more with ever less," notes Carsten Spiegelberg, Managing Director - Middle East & Africa, SSI Schaefer. "To meet the growing complexities of the industry, it's not enough to find a quick fix. Companies need material flow experts with industry know-how to consider all angles of a facility and seamlessly blend cold-chain logistics solutions with individual processes." Cold chain storage solutions Careful planning is always the first step in optimizing temperature-controlled infrastructure. To increase efficiency and cost-effectiveness of cold storage warehouses, there are several factors to consider from the beginning. Optimizing air circulation and product storage density Since different products and comestibles require different storage temperatures, cold storage warehouse temperatures can range from -34°C to 0°C, with some even reaching 21°C. However, there is often a trade-off between storage density and air flow. Selecting the right storage system that enhances the cooled air circulation while increasing the storage density in the given facility footprint is critical in the planning phase. Semi-automated solutions for cold storage space optimization Ideal for deep-freeze facilities for bulk storage in the manufacturing sector and delivering maximum space utilization, channel storage setups with semi-automated drive-in racking systems are an accessible step towards automation, offering high throughput, enhanced safety, and reduced time for workers in refrigerated facilities. Capable of following either the Last in-First Out (LIFO) or the First in-Last Out (FIFO) principle, these systems use channel vehicles like SSI Orbiter® and a corresponding docking station to store and retrieve pallets. Compared to a static, manual pallet rack system, a mobile racking storage system is an effective way to boost storage capacity in a given space -- by up to 85%, while maintaining full selectivity typically required in distribution centers. This system involves racks that move along floor rails via electric motors to create an aisle only where needed, and it offers smart lighting that only activates in occupied aisles for reducing energy consumption, as well as a night parking option that optimizes rack spacing for maximal cold air circulation. Future-ready automation systems for a seamless, cost-optimized cold chain Due to the need for cold goods to maintain strict timetables and a closed cold chain, storage systems must handle incoming goods efficiently and cope with expected and unexpected upticks in demand. The best way to systematically manage the complexities of cold-chain material flows is with a fully automated storage system that seamlessly interconnects components, such as: Pallets Automated storage & retrieval systems (ASRSs): The SSI Exyz is an automated high-density storage system with extremely high space utilization, particularly in high-bay warehouses, and it saves 25% of energy compared to conventional machines while functioning across different temperatures. Shuttle solutions: As a future-proof, fully automated channel storage option, the SSI Lift & Run Shuttle System (SLR) provides simultaneous access to multiple racks for top-tier performance and high storage density. Other storage types Shuttle solutions for layer trays: For high-volume picking of goods such as comestibles for shop deliveries, tray shuttles and conveying systems enable fully automated robotic picking or support efficient semi-automatic goods-to-person picking. Storage solutions for container, bin and carton loads: For loads of varying dimensions, scalable solutions using SSI Miniload, Flexi Shuttle or Cuby maximize storage density while accommodating specific load and performance requirements to support automatic or semi-automatic case and piece picking. Platforms for central control of refrigerated facilities Although there are various warehouse automation technologies that track material flows, issues such as coordinating multiple systems often arise and there is a clear need for centralized monitoring and control -- particularly with the complexities of refrigerated facilities. To tie all aspects of a cold storage warehouse together, end-to-end software such as WAMAS® or SAP EWM (Extended Warehouse Management) offer clear visualizations and comprehensive tools to manage processes, resources, and stock levels.

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