the 9 best video marketing campaigns of 2016
TRANSCRIPT
The 9 Best Video Marketing Campaigns of 2016
First – Why Video?
THE PLAY BUTTON IS THE MOSTCOMPELLING CALL TO ACTION ON THE WEB
8BILLION
Videos are played every day on Facebook
“In a decade, video will look like as big of a shift in the way we all share & communicate as mobile
has been.”
- F8, April 2016
80%Of all Internet traffic will be video by 2019
https://www.thinkwithgoogle.com/
72% of B2B buyers watch videos throughout
their entire path to purchase!
Nearly half view 30 minutes or more of video content while
researching.
ToFu: Awareness & Relevance
MoFu: Interest & Intent
BoFu: Fit, Priority & ROI
The 9 Best Video Marketing Campaigns of 2016
• Marketing can be a thankless job
• VMAs handed out at Viewtopia to celebrate marketers
• 9 categories, 9 different organizations (and their partners)
• Let’s dive in!
The Video Marketing Awards
• Lenovo had primarily targeted bottom of funnel leads
• Engaged Traction to build a campaign to focus on dormant leads that could talk to Eloqua and contribute useful data
• Decided to target IT teams and the plethora of challenges they face
• Paired with four other videos and four illustrated survival guides for IT teams
Lenovo & Traction
Lenovo & Traction
Results!
• HUGE and immediate lift in video completion rates – from 70 – 90%
• Engagement soared over 400% compared to benchmarks
• These videos were the most shared, and most viewed assets Lenovo commercial marketing have ever produced.
• Success!
Lenovo & Traction
• Provider of data-driven applications and data management
• Looking for a way to drive engagement and awareness in its flagship product to top-of-funnel audience
• Launched a personalized video campaign to 10,000 leads to try and identify most engaged prospects
Reltio
Reltio
Results:
• 30% of people who opened the email clicked on the video
• A 10x increase in click-through rate over traditional campaigns
• Putting together a follow-up personalization campaign
Reltio
• In 2016, MongoDB wanted to create more customer testimonials to highlight their stories and showcase awesome customers
• Didn’t have a massive marketing team OR a big budget
• End goal – give sales team something powerful to move prospects through the funnel
• Needed something that tied into Eloqua
MongoDB
MongoDB
Results:
• Happy sales people and more engaged prospects
• Content also proved useful for onboarding new sales people
• Integration of video into Eloqua lets MongoDB use the content across product launches, sales enablement, and many other marketing campaigns, so it’s the gift that keeps on giving!
MongoDB
• Video is not a focal point of a campaign – it leads people to the campaign focus and supports it
• So everything SolarWinds does has video involved
• Email in Real Life received a 2014 PR Platinum award nomination and their videos have been featured on Reddit, Buzzfeed, HuffPo and more
• Snarky, geeky tone helps drive real connection with IT audience
SolarWinds
SolarWinds
Results:
• YouTube channel is home to over 1000 videos
• Top 15 videos have more than 15,000 views – not bad for an IT solutions provider
• Brand awareness from viral content has helped establish their brand
SolarWinds
• Started out 12 months ago with no video content whatsoever
• Wanted to produce video for their construction audience that would really engage prospective clients
• Also wanted to use interactive video to capture leads, and pull data into Act-On
• Objective was to keep viewers engaged, collect leads, and follow up automatically with relevant content
Jonas Construction Software
Jonas Construction Software
Results:
• Huge increase in leads – 50% of website leads now come from video
• Using CTAs in their “Jonas Why” video, saw an 80% click-through rate and generated 180 leads.
• 20% of Jonas’ closed business comes from deals that started with video
• Conversions take 50% less time, and have shaved 50 days off their process
Jonas Construction Software
• Came up with the concept of #FlipMyFunnel, and needed to get the word out
• Decided to hold their first conference in Atlanta, and used videos to target thought leaders they wanted to attend
• Also used video to target speakers
Terminus
Terminus
Results:
• 95% response rate
• Sold out the conference to 300 attendees rapidly
• Used video to get just about everyone on their “A-List” of speakers
• Integrate video into UberFlip and track engagement to content through their hub
• SDRs are now producing their own videos
Terminus
• Use video as the basis for all their demand generation efforts
• Content allows them to increase time-on-page and engagement time with posts
• Emails see higher click-through rates and generate more net-new leads
• Personalized video lets them drive more pipeline
Tradeshift
Tradeshift
Results:
• Personalized holiday campaign generated a 230% increase in campaign CTR and an 88% increase in eBook downloads
• Over 10% of marketing-sourced opportunities in the past 6 months were sourced from personalized video
• And the cost-per-opportunity was way lower too!
Tradeshift
• Until recently, had no integrated video marketing element to their campaigns, and had no team to support it
• Now operates Bisk Studios, their story-driven, forward-thinking, data-informed video production wing
• Works with all their teams to create videos across multiple channels and KPIs
Bisk Education
Bisk Education
Results:
• Social video is driving the most Facebook shares of any of their content to date, with over 2000 views on their Study Snacks series
• Over 500 engagements in a 2-week period
• Campaign that featured multi-video series reduced bounce rates by 49% and exit rates by 67%
• Average viewer watches 100% of at least one video on the page
Bisk Education
One to watch in 2017!
• Investing heavily in personalized video for enhanced lead qualification, sales efficiency, and sales effectiveness
• Setting up their program to allow sales people to create videos on the fly and track engagement in their marketing automation platform
• Blending art and science of video to create a truly compelling set of video assets
• Stay tuned for this campaign!
Deltek & Media One Creative
• Don’t be afraid to use humor in your videos – even for unsexy industries like IT
• Build video into your marketing automation and CRM platforms – use that data properly!
• Give sales people the right videos to really speak to prospects and teach them to create their own
• Interactive elements let you capture leads directly from video
• Scrappy video can be the key to success – start small!
• Use video to get leads excited about a campaign
• Bring production in-house when you’re ready – you won’t regret it
Key Takeaways
