On this episode of Mastering eCommerce Marketing, Eitan Koter chats with Daniel Borba, the CEO of Spark Portal. His company helps brands turn video content into a tool that brings in leads, builds relationships, and helps close deals.

Daniel has been working in video for a long time and shares what really moves the needle. They talk about using video to meet your audience where they are, how to avoid focusing too much on production quality, and why videos need to be built around real problems, not just products.

He also explains how Spark Portal moved away from project-based work and into ongoing partnerships with clients, helping them learn what actually works over time.

If you’ve ever wondered why some videos perform and others don’t, this episode will make it clearer.

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Podcast website: https://vimmi.net/mastering-ecommerce-marketing/

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Guest: Daniel Borba, Chief Executive Officer at SparkPortal

Daniel Borba’s LinkedIn

SparkPortal

Watch the full Youtube video here:

https://youtu.be/PzBUaIKTxWM

Takeaways:

Video is becoming cheaper and more accessible, but the quality bar is rising.
Relevancy in video content is crucial for engaging the target audience.
Companies often focus too much on either the top or bottom of the marketing funnel.
Qualitative feedback is as important as quantitative data in video marketing.
Thought leadership content works well at the top of the funnel.
Short, engaging videos are essential for lead generation.
Long-form content can be effective for deep dives and webinars.
Measuring watch-through rates helps assess video relevance.
Video serves as a key differentiator in competitive markets.
A strategic approach to video marketing is necessary for long-term success.

Chapters:

00:00 Introduction to Video Marketing and Its Importance

07:09 Understanding the Marketing Funnel

13:04 Common Mistakes in Video Marketing

15:25 Video Strategies for Different Funnel Stages

20:05 Long-Form Content and Its Role

21:54 Measuring ROI of Video Content

30:29 Business Model Evolution at Spark Portal

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