Marketing software company Marketo has a YouTube channel, but its content is baffling.
For context, Adobe owns Marketo after acquiring it in 2018 for US$4.75 billion. Marketo’s services are comparable to other brands like Hootsuite and HubSpot. And yet, its YouTube strategy is best described as ‘an afterthought’.
The channel Marketo Virtual User Groups have video uploads of their many online webinars and engagements. These discuss particular digital marketing topics such as data centralization and marketing automation.
Yet, the channel doesn’t use any YouTube strategies to garner the attention of viewers. Strategies include catchy titles, customized thumbnails, and use of short video forms.