The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
How engaging videos turbocharge our demand gen process and increase ROI
1. Lights, Camera, Action!
How Engaging Videos Turbocharge Our Demand Process and Increase ROI
Travis Bickham
Content and Digital
Manager, Tradeshift
Tyler Lessard
Chief Marketing Officer
Vidyard
2. THE PLAY BUTTON IS THE MOST
COMPELLING CALL TO ACTION ON THE WEB
5. 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.
6. 66% Like
Video From
Brands
2X Click
Through Rates
41% Higher Click
Throughs With Search
80% Increase in
Page Conversions
2 Mins Longer
on Websites
70% of Marketers Report
Better Conversion Rates
97% Increase in
Purchase Intent
20% Lower
Cost Per Lead
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Our challenge
• Expanding into a new market
• Only 2,000 Enterprise target accounts worldwide
• Need to accelerate deal velocity
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The branding process
• The importance of archetypes
• Establishing an emotional connection
• Differentiation
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But seriously…
• Landing pages
• Emails
• Web pages
• Product launches
• Webinars
• Event keynotes
For Q1 4.2% of video
watched are known leads.
9% of these leads were
qualified to talk to sales.
Video growth from 2014
to 2015 - 105%
Quarter to quarter growth
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The state of email
• Need to capture diminishing attention span and engagement
• Talk to prospects in their language
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Inbound feeds outbound
• Outbound channels (i.e. emails) are only as effective as the
quality of leads they’re reaching out to.
• Video can bridge the gap between cold/unengaged leads and
those ready to open an email.
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Why use video in a product launch?
The impact is impressive
54%
of senior executives share work-related videos with
colleagues at least weekly.
59%
of senior executives agree that if both text and
video are available on the same topic on the
same page, they prefer to watch the video
Aa
vs
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The results
The page had 1919 visits
57% watched the video
45% watched ¾ of the video People spend 17% more time
on this page than the average
57% 45%
17%
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The results
Our customers are some of the largest companies in the world. We don’t
need a million views, we need the right ones at the right time. With this
video, we got them and it’s still paying dividends.
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Production best practices
• Every moment is a video opportunity
• Produce what resonates, not what you want to talk about
• Leverage your teams’ skills
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Versus previous year
88% Ebook download increase
231% Page views increase
92
3
2015
Holiday campaign engagement 2015 vs 2014
2014
Video views
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Key takeaways
1. Your story is your selling point. Tell it.
2. Different prospects prefer different content mediums.
3. Analytics are your friend.
4. Enable and empower sales.
5. Consider personalized video (B2B mostly).