Streamlining the Video Marketing Process to Put Millions in the Pipeline
Although almost every marketer has decided that 2014 will be the year they excel with video content, it’s natural to see some companies are well ahead of the pack.This is certainly the case with the marketing department at inContact, the leading provider of cloud contact center software.
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.