Similar to most brands, inContact started creating videos to stand out in a crowded B2B market full of white papers and traditional text-based offerings. A surefire way to make an impact, video was a compelling medium they could use to appeal to all buyer personas throughout the sales funnel.
Their video library, a range of customer testimonials, product demos and promotional content, was growing quickly and the marketing department required a place to not only manage their video content assets, but to measure their performance and ensure their video strategy would scale.
Scott Logan, the Marketing Campaign Manager at inContact found that while the marketing team wanted to include video in most integrated campaigns, they needed a way to ensure that even the least technically skilled person could add a video to an Eloqua landing page. Their former video hosting solution required a coding skill set and cumbersome access to the web server, which ultimately created a bottleneck anytime a video was needed.
Because of the expectation to deliver an interactive web experience, inContact started shortlisting video marketing platforms they could work with. As Logan insists, they were looking for something beyond video hosting: “Having solid marketing automation integration was an absolute must when we evaluated video vendors”.
A MAP integration would ensure that the company could collect and push video marketing engagement data for individual leads directly into existing Eloqua contact records and follow up with the leads watching the most content. Not only this, but the data could showcase which leads were sales qualified based on the specific content they consumed. The integration would ultimately ensure the company was using video for more than brand awareness (as this is a difficult KPI to measure) and instead, creating videos that would have a direct impact on the bottom line.
An integration with Eloqua eventually sold the company on the use of Vidyard, which connects with leading marketing automation platforms and CRM systems.
After implementing Vidyard and uploading their video library of over 280 assets in just two weeks, inContact was able to easily drag and drop video assets into Eloqua landing pages and track the effectiveness of video content with real-time metrics.
For example, with detailed data available for every video they release, inContact marketers are now able to see which videos hold their target audience’s attention span, and they have set up sophisticated lead scoring based on the types of content leads consume. The company can now automate nurture campaigns personalized to those with the highest lead scores.
Very pleased with the platform that extends their investment in marketing automation, Scott Logan notes, “our best return on investment from a video is a won deal from a prospect who started their journey with a video. Our campaigns with integrated video are some of our most successful and have inﬂuenced millions of dollars in the sales pipeline”.
Not only has the company secured a significant amount of deals with video, but they have generated 1,400 new leads and doubled event revenue each year for three years with the support of video content in the marketing mix.
Going forward, inContact intends to increase their use of video throughout the marketing funnel based on their proven success. As Scott insists, “We’re excited to expand our use of Vidyard by leveraging their more advanced features. I have no doubt that we will continue to increase our campaign ROI from video assets”.
Overall, the company is a great example of the trend we’re seeing in which more businesses are adopting the practices of media companies with consistent content releases. Moreover, they demonstrate a clear commitment to the customer experience and measuring their content initiatives.
To read more of their story and how they used Vidyard to integrate with Eloqua, see the case study.
Michael Litt is the CEO and co-founder of Vidyard (http://www.vidyard.com), a video marketing platform helping marketers measure the impact of their video content. Thought leader, surfer, and serial entrepreneur, Michael is passionate about content marketing and changing the way we engage and purchase with video.
In early February the Federal Bureau of Investigation (FBI) in Atlanta, Georgia announced that Aleksandr Andreevich Panin, a Russian national also known as “Gribodemon” and “Harderman” had pled guilty before a federal court to charges related to creating and distributing the SpyEye family of malware.
Today’s malware and crime toolkits bear as much similarity to the old image of one or two people toiling in their basement, as the Microsoft of Windows 8 version does to the Microsoft of Windows 3.1. The same growth and maturity that has come to legitimate software development over the years can be found in malware and crime toolkit development as well. Today’s malware threats aren’t just a boot sector virus that can ruin your day: they’re sophisticated, multilayered solutions that require sophisticated planning and development. And they’re increasingly responsive to customer needs. Add-ons, feature requests and even support are regular offerings these days.
In this context, SpyEye was one of the most professional and sophisticated offerings on the black market. Since its introduction in 2009, SpyEye was one of the most professional and successful malware families. It offered regular version updates and even betas. With that in mind we can get a better feel for the role the FBI says Panin played in this operation: “Panin was the primary developer and distributor of the SpyEye virus.” In other words, Panin wasn’t a lone malcontent in his basement writing viruses, he was the founder and CEO of SpyEye, Inc.
And SpyEye, Inc. was a very successful endeavor for Panin and the clients who bought his offerings. Some numbers from the FBI’s statement give context. According to them, Panin sold versions of SpyEye for between US$1,000 and US$8,500. He is believed to have sold SpyEye to at least 150 “clients,” which would net him anywhere between US$150,000 and US$1,275,000. And many of these clients did very well for themselves. For instance, “Solider,” one of Panin’s clients, is reported to have made more than $3.2 million in a six-month period using SpyEye (Trend Micro also assisted in that case: you can learn more about that operation here and how “Solider’s” operation worked here.).
While it’s hard to ever know how successful Panin and his clients were, more than 1/4 million computers were estimated to be infected by SpyEye and more than 10,000 bank accounts compromised in 2013 alone. A further sign of the success of SpyEye (and helped boost its success even further) came in October 2010 when the maker of rival ZeuS, arguably as successful as SpyEye, decided to retire and go underground and handed his wares over to Panin. SpyEye, Inc. merged with and absorbed ZeuS, Inc. It would be similar to Steve Jobs deciding to retire and giving Apple over to Bill Gates and Microsoft.
With that context, you can see how Panin is no small fish; he’s one of the biggest fish out there. Arresting him on July 1, 2013 alone is a huge win: it took him off the streets and has effectively decapitated SpyEye, Inc. But we’re not just talking about an arrest here; we’re talking about a conviction.
Fans of the TV Show Law & Order are familiar with how the show’s premise is on the importance of cooperation between the police, who secure arrests (the “order” part) and the district attorneys, who secure convictions (the “law” part). The arrest is only the end of the first chapter: the conviction ends the story. In that vein the FBI’s announcement that Panin pled guilty means the Law & Order story of Panin and SpyEye, Inc. has come to its conclusion. And it’s important to look at the fact that this is a plea and not a trial and comes a mere six months after the arrest to appreciate how this story demonstrates the success that’s possible with successful broad public/private partnerships.
One thing you learn from watching Law & Order is that the chances of conviction are directly related to the strength of the footwork and investigation leading up to the arrest. In the case of SpyEye, the FBI and Trend Micro, as well as others have been working together and separately on the case since SpyEye first emerged in 2009. The SpyEye case is an example of a complex case that spans multiple countries, jurisdictions and involves many public and private players. Bringing them all together like this is an incredible feat. And in the SpyEye case in particular, being able to bring everything together to secure an arrest on US soil and not need to deal with extradition was even more advantageous.
It’s worth noting that Panin chose to plead guilty rather than take the case to trial. We can’t know for sure the reasons he chose this. But it is a reasonable supposition that he and his attorneys saw the strength of the US Government’s case and felt it too strong to reasonably fight. The strength of their case is strongly grounded in the strength of the investigation and the evidence gathered by the FBI and their partners.
To further appreciate how swift justice has been in SpyEye, it helps to compare another major arrest (which Trend Micro was also involved with): Esthost or DNSChanger. In that case, seven people were arrested and charged on November 9, 2011. As of this writing four of the seven have been extradited to the US to face trial. A little over six months from arrest to conviction for SpyEye, 50 months since arrest and still counting for Esthost.
Taken all together, SpyEye stands as a high water mark for what’s possible in combating cybercrime and holding those responsible accountable. Here’s hoping that this is a sign of things to come in cases like this.
Christopher Budd is a communications manager with Trend Micro. His focus is on communications around online security and privacy threats to help people understand in plain English the risks they face and what they can do about them. In addition, he focuses on managing crisis communications utilizing a framework and processes he helped put in place.