Case Study: Using Video to Drive Millions in Pipeline

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Most enterprise organizations understand the proposed value of implementing a video
marketing strategy, but are unsure of how to tie video assets to observable ROI.
inContact, however, is not only producing compelling video to impress and educate their customers, but they are successfully tracking video performance.

Read the case study about their Vidyard experience.

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Case Study: Using Video to Drive Millions in Pipeline

  1. 1. VIDYARD CUSTOMER CASE STUDY: USING VIDEO TO DRIVE MILLIONS IN PIPELINE
  2. 2. VIDYARD CUSTOMER CASE STUDY: USING VIDEO TO DRIVE MILLIONS IN PIPELINE Most enterprise organizations understand the proposed value of implementing a video marketing strategy, but are unsure of how to tie video assets to observable ROI. inContact, however, is not only producing compelling video to impress and educate their customers, but they are successfully tracking video performance. Based on analytics and engagement data captured in their video marketing platform, inContact can attribute a significant number of deals and 1,400 new leads directly to customers’ initial interaction with video content. THE CHALLENGE Like many modern marketers, inContact wanted to stand out as an industry leader and separate their campaigns from their competitors. They knew video was a surefire way they could offer a compelling experience above and beyond the standard white paper or data sheet offerings of the typical B2B marketing space. inContact started producing videos with the members of their internal marketing department, outsourcing larger video projects, and distributing their assets across multiple channels. Their video library of customer testimonials, promotional content, and product demos grew quickly based on needs throughout the sales funnel. In just a short time, the marketing department needed a way to make video hosting and distribution scalable; they also wanted to understand which video campaigns were contributing to the bottom line, and wanted a platform everyone on the team could use easily. As Scott Logan, Marketing Campaign Business: inContact, the leading provider of cloud contact center software and contact center agent optimization tools Challenges: Initiate a single place from which to manage YouTube presence effectively Stand out as a compelling content provider going above and beyond in a crowded B2B market of white paper and data sheet text offerings Improve lead generation Promote events with an interactive experience Enable sales with more qualified leads Showcase company culture Improve SEO for key search terms Results: Effectively managing 280+ videos with over 87,445 views on their YouTube channel all from one central location 1,400 new leads as a direct result of video content and the use of built-in forms Closed a significant amount of deals based on a client’s initial interaction with video content Promotional event videos assisted in doubling event revenue each year for three years Improved sales enablement based on Eloqua integration Implemented Vidyard in 2 weeks
  3. 3. Manager at inContact recalls, “Our biggest initial problem was finding a way to include video in our communication and landing pages where even our least technically skilled team member could do it on their own. With our previous video vendor, you needed to take the video code and put that code on the landing page on our web server. There were only a couple people on our team who had the skillset or access to do this and it created a bottleneck for any campaign where we wanted to include video”. THE SOLUTION inContact was looking for a way to provide an interactive video experience, manage video from one central location and determine their ROI to justify their investment in video marketing. After shortlisting possible solutions, inContact selected Vidyard for its strong integration capability with Eloqua. “Having solid marketing automation integration was an absolute must when we evaluated video vendors. Vidyard’s integration with Eloqua is easy to use and is one of the features that sold us. We use Eloqua plug-ins heavily and the Vidyard Cloud Connector never fails us,” says Logan. AFTER IMPLEMENTING VIDYARD Uploading the company’s entire video library of over 280 assets to Vidyard and adding detailed metadata to improve SEO took just under two weeks. Since implementation, the Vidyard platform has been providing clear value. Now, rather than bottlenecks, the entire marketing team has access to appropriate tools. This means that each team member can independently integrate interactive content into any campaign or program. As Scott Logan explains, “Vidyard allows anyone on our team to easily drag and drop video into their campaign assets through Eloqua. It’s truly a seamless integration that makes including video easy”. Although an easy experience is important for inContact’s marketing team, it is also important to track the effectiveness of video content. Vidyard provides all of the necessary tools to enable the team to track all associated video viewing data to determine the effectiveness for each piece of video content. “Of course 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.” - Scott Logan, Marketing Campaign Manager at inContact Moreover, with detailed analytics and attention span for every lead, inContact can now attribute campaign success to specific videos that hold customers attention, or videos that prompt leads to perform other actions such as downloading a white paper or contacting sales directly. Vidyard has also helped inContact implement more accurate lead scoring based on leads’ video viewing history. For every video a prospect watches, their lead score improves within Eloqua and marketing is able to trigger automated follow up to prospects who have watched a specific set of video content.
  4. 4. ROI AND THE FUTURE OF VIDEO AT INCONTACT Tying video to overall ROI, the marketing team at inContact is able to look to their MAP and CRM to interpret video engagement data as it relates to individual leads. inContact has closed an impressive amount of deals, generated 1,400 new leads and they have doubled event revenue each year for three years with the support of video content in the marketing mix. As Logan reiterates, “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”. Experiencing such success, inContact plans to continue to expand its use of video. “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 through our partnership with Vidyard”. ABOUT INCONTACT inContact (NASDAQ: SAAS) is the cloud contact center software leader, helping organizations around the globe create high quality customer experiences. inContact is 100% focused on the cloud and is the only provider to combine cloud software with an enterprise-class telecommunications network for a complete customer interaction solution. Winner of Frost & Sullivan 2012 North American Cloud Company of the Year in Cloud Contact Center Solutions, inContact has deployed over 1,300 cloud contact center instances. To learn more, visit www.inContact.com. CONTACT VIDYARD FOR A DEMO AT: 1-800-530-3878 OR INFO@VIDYARD.COM

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