Supercharge Your Marketing with AI-Driven Videos | Jaymi Onorato from PlayPlay

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Welcome back to Pathmonk Presents. Today we’ve got Jaymi Onorato from PlayPlay. Jaymi, how are you doing today?

Jaymi Onorato: I’m doing great! I’m excited to be here.

Kevin: Thanks for joining the show. Today, we’re really excited to learn more about PlayPlay. It’s a text-to-video SaaS tool, and we’re looking forward to understanding what you guys are doing from a growth and marketing perspective.

To start, could you give our audience a quick introduction? What is PlayPlay all about?

Jaymi: Absolutely. PlayPlay is the leading video creation platform for enterprise marketing and communications teams.

We believe that anyone can be a communicator and a storyteller—no editing skills or experience required. We remove all the barriers that once made video creation difficult and offer a simple, intuitive platform that anyone can use.

Recently, we launched a ton of exciting AI-powered features, including video editing, AI-prompted video creation, translation, voiceover, auto-captions, and much more to make the video creation process even faster.

Kevin: So even I could be a storyteller, huh?

Jaymi: Exactly! Anyone can.

Kevin: I love it. Since we’re focusing on growth marketing and digital strategies, let’s talk about your audience.

Who are your typical clients, and what problems are you solving for them?

Jaymi: Overall, we help our clients better engage their audiences using video.

By removing barriers to video creation and production, we enable them to turn any message into a video quickly and effectively. This allows them to communicate with fewer resources, streamline content workflows, and scale their video strategies.

We’re primarily enterprise-focused, offering features that support larger organizations—things like brand kit integration, ensuring a consistent look and feel across all videos, and advanced user permissions to maintain brand control.

Industry-wise, we’re pretty agnostic, but we’ve seen significant growth in more traditional sectors like legal, finance, manufacturing, energy, and utilities. Many of these clients are looking for innovative ways to stand out and modernize their communications. It’s been exciting to see them transform how they engage with their audiences.

Kevin: Interesting. I can see the appeal, especially for industries that aren’t traditionally known for being creative.

I imagine PlayPlay could be a game-changer for lawyers, for example—helping them create engaging content without needing professional video skills.

Jaymi: Exactly! We see a lot of marketers in these firms trying to get their lawyers to communicate more effectively with clients. Long emails just don’t work anymore.

By using video, they can put a face behind the brand, create more authentic connections, and deliver information faster. It’s great to see even traditionally slower industries embracing video.

Kevin: It’s almost 2025—it’s time to get on the bandwagon!

Let’s talk about acquisition. How do people typically find out about PlayPlay? What are your top-performing marketing channels?

Jaymi: Since we target marketers and communications professionals, our top channels are event sponsorships and paid social—specifically LinkedIn ads.

For events, we focus on in-person engagement. This year alone, we invested in over 25 in-person events. Almost always, we have a booth, we run quick demos, and we give away swag to create brand stickiness. We also invest in lead scanners for easy lead generation and host speaking sessions where our clients join us to talk about the power of video.

On the digital side, LinkedIn ads are our next biggest channel. We can get super targeted—company size, industry, job title—so we focus on decision-makers and senior-level roles. LinkedIn is expensive, but we’ve seen great success with it. We primarily use formats like single-image ads and conversation ads, pushing free trial signups.

Kevin: Makes sense—if you know where your audience is, go get them.

Let’s talk about your website. What role does it play in client acquisition? Do you focus more on education, or is it a conversion hub?

Jaymi: Websites are digital storefronts. They need to educate, but they also need to drive conversions.

Since we’re a video creation platform, our website has to be highly visual. We use strong branding, interactive video templates, and demo tutorials to showcase our product.

This year, we wanted to get more targeted, so we created industry- and job-function-specific solution pages. These pages have personalized messaging, use cases, and testimonials, and we’ve seen higher conversion rates as a result.

We also use our website for thought leadership. Since onboarding our new content marketer, Brittany—shoutout to Brittany!—we’ve focused on expanding our learning hub with blogs, guides, and webinars.

Kevin: Shoutout to Brittany for sure!

Since we’re all about website conversions at Pathmonk, I’m curious—what strategies or tools are you using to optimize for conversions?

Jaymi: A great website should be easy to find and provide a smooth user experience.

You need to anticipate users’ questions and give them the right information at the right time to guide them down the funnel. One of the biggest things I’ve learned is the importance of social proof—having customer stories, testimonials, and recognizable logos on key pages like pricing, contact, and demo requests.

If you’re in B2B SaaS, get on G2, Capterra, and SourceForge. These review sites are worth it. We regularly hear from prospects who say they found us through our customer success stories.

We also focus on SEO-driven content while positioning ourselves as a thought leader.

Another big thing we’ve done this year is A/B testing. We tested different homepage messaging—one version had enterprise-focused language, while the other was more general. The enterprise-focused version led to more signups, higher time spent on the page, and lower bounce rates.

We also added a “How did you hear about us?” question on our signup form. It was mandatory, but it didn’t reduce form completions at all—it just gave us better insights into our acquisition channels.

Kevin: That’s smart—tracking lead sources without hurting conversions. And I have to say, your website branding looks great.

Jaymi: Shoutout to Antoine, Arnold, and our global marketing team! They did a phenomenal job.

Kevin: Awesome. Now let’s talk about you as a marketer. What does your typical day look like?

Jaymi: I was recently promoted to Senior Growth Marketing Manager for North America—thank you!

I oversee our paid and partnership strategy, with a big focus on expansion. We’re launching ABM campaigns and client referral programs to expand key accounts.

I work closely with sales and operations, manage paid media (mostly LinkedIn), handle sponsored content and webinar partnerships, and work on converting inbound leads. It’s a mix of strategy and execution, which keeps things exciting.

Kevin: Sounds like a lot! Where do you go to stay up to date on industry trends?

Jaymi: I love the Marketing Made Simple podcast by HubSpot. I also follow industry experts like Jay Schwedelson, Vin Jiang, and Andy Crestodina on LinkedIn.

For real-time insights, I’m in marketing Slack groups like Superpath and Marketing Geniuses. It’s great for peer feedback.

Kevin: Smart. Okay, rapid-fire round!

Last book you read?

Jaymi: Streets of Melted Gold—a memoir by my colleague.

Kevin: If tech had no limits, what tool would you want?

Jaymi: A B2B influencer matchmaking tool.

Kevin: One task you’d automate?

Jaymi: Lead cleaning and assignment.

Kevin: Best marketing advice?

Jaymi: Focus on value over competition—there’s always room in the market.

Kevin: Love that. Jaymi, thanks for joining!

Jaymi: Thanks, Kevin!