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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The picture of retirement is evolving with more Americans turning 65 in 2024 than any year1 before. According to new research from Principal Financial Group®, expectations around how and when to retire by generation vary greatly – placing increased focus on employee engagement and personalized investment strategies to help improve financial security and retirement readiness. Phased retirement appeals to younger workers who want to retire earlier According to the Principal Financial Well-Being IndexSM, among Americans in the workforce, gradually decreasing hours is the most desired way to retire (52%) and is most preferred by Generation X (67%) and millennials (56%). Baby boomers and Generation Z report similarities in how they want to retire, with nearly half preferring to move immediately from working full-time to not working at all. This echoes the most common approach taken by current retirees surveyed2, a group in which just over one quarter (28%) either transitioned careers or gradually phased down from their primary career. “Attitudes and expectations for retirement continue to evolve, and we expect the desire to approach retirement in phases will continue to grow with future generations,” said Chris Littlefield, president of Retirement and Income Solutions at Principal®. While there are some similarities in how generations want to retire, they have different expectations on timelines and the age at which they plan to retire. The youngest generation, Gen Z, expects to retire at 55 – approximately 10 years earlier than baby boomers (68) and Gen X (64), and four years sooner than millennials (59). Employees prioritize saving for retirement The survey revealed employees are focused on balancing basic needs with long-term savings outcomes against a backdrop of ongoing economic pressures that continue to top their list of concerns. Employees of all generations ranked saving for retirement as their top financial priority, followed by affording basic needs and paying off consumer debt3. 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Employers concerned with “having valuable employees retire” are more likely to take actions to either retain them or hire employees who previously retired from other companies. Despite this, not all employers have experience with offering phased retirement. Only 11% of small and midsized businesses4 reported they offer phased retirement job opportunities on a regular basis compared to nearly one quarter of large businesses5. However, interest is there, as 61% of businesses that don’t offer a phased retirement still receive questions from employees about the options. See all results and insights from the latest Principal Financial Well-Being IndexSM (PDF). According to the Alliance for Lifetime Income This wave included a survey of 137 individuals between the ages of 50 and 75 who consider themselves retired or have previously fully retired and gone back to work. In order to be included in the survey sample, employees must work full-time, and their employer has to offer either health insurance or retirement as an employee benefit. Businesses with 2-499 employees Businesses with 500-10,000 employees About the Principal Financial Well-Being IndexSM The Principal Financial Well-Being IndexSM surveys business owners, decision makers and business leaders aged 21 and over who work at companies with 2-10,000 employees and offer either health insurance or retirement as an employee benefit. The nation-wide survey, commissioned since 2012, examines the financial well-being of American workers and business employers. In 2020, the Well-Being Index was transformed from an annual survey to a regular pulse, offering three waves, revisiting questions and measuring sentiment regarding timely issues in the small and midsized business marketplace. In the first pulse of the Well-Being Index in 2022, the employee audience was added to the survey to compare and contrast key sentiment from employers. The survey was commissioned by Principal® and conducted online by Dynata from November 6-13, 2023, with a total of 500 business owners, decision makers and business leader participants and a total of 200 employee participants. This wave included a survey of 127 individuals who consider themselves retired or have previously fully retired and gone back to work. The research report focuses on providing a holistic perspective on key trends and timely issues in the small and medium business market. About Principal Financial Group® Principal Financial Group® is a global financial company with 19,500 employees1 passionate about improving the wealth and well-being of people and businesses. In business for more than 140 years, we’re helping more than 61 million customers1 plan, protect, invest, and retire, while working to support the communities where we do business, and build a diverse, inclusive workforce. Principal® is proud to be recognized as one of the 2023 World’s Most Ethical Companies® by Ethisphere2, a member of the Bloomberg Gender Equality Index, and a “Best Places to Work in Money Management3.”

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Alight and CirrusMD team up to deliver physician-led virtual primary care on Alight Worklife®

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The partnership is aimed at breaking down barriers to virtual care by providing employees with access to expert physicians across a wide range of health care needs on the Alight Worklife platform. “The Alight Worklife platform serves as employees’ comprehensive connection point to their health, wealth, payroll and leaves benefits, which helps employers cut complexities, costs and engage individuals in the moments that matter most,” said Bipin Mistry, chief medical officer at Alight. “The partnership with CirrusMD helps take employee engagement one step further by making physician-led virtual care easily accessible to employees and bridges the gap between virtual clinical care delivery and employer-sponsored benefits navigation.” Helping employees arrive at the most appropriate care Employees on the Alight Worklife platform can engage directly with CirrusMD or be prompted to engage after completing Alight’s AI-powered Symptom Checker online experience to better understand their healthcare needs and guide them to care options, including virtual care provided by CirrusMD. With Single Sign-On (SSO) for fast connections to care within 60 seconds, Alight Worklife enhances the participant experience. CirrusMD’s Physician-first Care & Guidance approach to virtual primary care provides members with always-on, instant access to a doctor via chat-first modality. CirrusMD’s multidisciplinary clinical team conducts encounters on a proprietary clinical intelligence engine that provides real-time insights to physicians based on data from millions of patient-physician interactions. Once employees connect with physicians, CirrusMD offers a seamless, efficient and patient-centric virtual care experience by Connecting patients to physicians in less than a minute, 24 hours per day, 365 days per year, Delivering advanced primary care that includes behavioral health, women’s health, acute care, chronic condition management and more, Physician-led seven-day experiences, interactions that allow time for in-depth diagnosis and treatment, reducing the high costs associated with multiple follow-ups, Text-based chat with options for video, voice and images when needed, Immediate referrals to employer benefits and in-network resources, And real-time Spanish language translation to help overcome potential language barriers. Optimizing the integration of healthcare benefits and clinical workflows The strategic partnership enables employers to select CirrusMD as part of their Alight Healthcare Navigation offering within the Alight Worklife platform. As well, CirrusMD providers benefit from access to Alight’s Symptom Checker results and can reference benefit programs available to the participant which can serve to facilitate patient follow-ups with both CirrusMD care teams and Alight Health Pros for a comprehensive healthcare journey support. This combined solution provides ongoing navigation to appropriate referrals and resources. For example, Alight's support for individuals with Behavioral Health conditions aligns seamlessly with CirrusMD, offering quick access to virtual Behavioral Health support when needed. Employees can be directed to other types of care options such as virtual physical therapy, through referrals made directly from CirrusMD or Alight. “At CirrusMD we are reimagining the point of care to provide the time and information needed to support a productive dialog between patient and physician, giving both the time and information they need for exceptional care experiences,” said Jamie Hall, president and CEO of CirrusMD. “This strategic agreement represents an important milestone in advancing virtual primary care, combining the strengths of Alight Solutions and CirrusMD to transform the healthcare experience for individuals and employers alike.” CirrusMD boasts an 83% issue resolution rate and an 93% overall patient satisfaction rate, and serves notable customers including health plans, large employers and the U.S. Department of Veterans Affairs. About Alight Solutions Alight is a leading cloud-based human capital technology and services provider that powers confident health, wealth and wellbeing decisions for 36 million people and dependents. Our Alight Worklife® platform combines data and analytics with a simple, seamless user experience. Supported by our global delivery capabilities, Alight Worklife is transforming the employee experience for people around the world. With personalized, data-driven health, wealth, pay and wellbeing insights, Alight brings people the security of better outcomes and peace of mind throughout life’s big moments and most important decisions. About CirrusMD CirrusMD delivers Physician-first Care & Guidance, a smart care model founded in the tenets of Advanced Primary Care. It brings together activated members with trusted physicians, relevant resources, and smart technology to change healthcare as we know it. CirrusMD improves speed to care, removes barriers to physicians, brings patient data into the care encounter, and promotes transparency at the point of referral. We believe that when you provide immediate, affordable care at scale you can drive the change needed to improve health and lower cost across an entire population.

Read More

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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 powerfu...

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