Marketing, sales, and customer service teams embracing new approaches to using video content to cut through the noise, book more meetings, and accelerate revenue growth
Growing businesses continue to look for new ways to stand out from larger competitors and efficiently scale their revenue in a digital-first world. Recent innovations in the tools available to create, host, and share custom videos quickly and easily have revolutionized the content format for brands. Many businesses are now turning to on-demand and one-to-one video content as a powerful new way to expand their audiences and generate more sales opportunities. Growing businesses, including Digital 22, Jostle, Miovision and New Breed, have rapidly accelerated their revenue growth by incorporating do-it-yourself (DIY) video content throughout the entire customer lifecycle, powered by Vidyard.
Video is a powerful medium and its value to businesses is only increasing because it is both more convenient and more compelling to digest than text-based content. Video helps marketers add personality while educating prospects in more engaging and memorable ways. Sales teams use video to cut through the noise and add personalized touchpoints when engaging remote buyers. Customer service teams share video content to answer common questions and to clearly show how to get started or how to resolve known issues. Internal communications groups can distribute company-wide messaging, vital executive communications, and training enablement resources in a secure environment.
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“We find prospects and customers are consistently more likely to engage with video content,” says Katerina Hyzyk, Marketing Programs Manager at Miovision. “Having a platform that makes it easy to manage and measure engagement with video is an important part of our marketing programs.”
By empowering different teams to easily create, share, and track custom video content, high-growth B2B organizations, including Digital 22, Jostle, Miovision, and New Breed, are seeing faster growth and greater efficiency across their customer-facing teams:
● Digital 22, the largest 100% largest HubSpot agency in the UK, generated £1.6 million in revenue influenced by video within 12 months of implementing Vidyard.
● Jostle, a technology company that provides organizations with an engaging intranet platform, is using one-to-one video in their outbound sales process and online product demo videos to educate more leads faster than ever.
● Miovision, a company using computer vision, artificial intelligence and advanced modelling to help cities modernize their approach to traffic management, saw an 80% increase in unique viewers across their Video Hub in only 90 days.
● New Breed, a customer acquisition agency for high-growth B2B companies, increased win rates by 33% and shortened sales cycle by 41% without experiencing any decrease in average deal value.
Digital 22: Generated £1.6 million in revenue influenced by video within 12 months
After HubSpot’s co-founder and CEO, Brian Halligan, stressed that “video should be used everywhere within your business,” Digital 22 did just that. The company is already known for staying ahead of the curve when it comes to testing out new communications techniques before passing them on to their client base. Digital 22 decided to incorporate videos across their entire organization–from the launch of new video marketing programs, implementing video selling and training, and driving internal communications– and generated £1.6 million in revenue influenced by video within 12 months of implementing Vidyard.
“Our Video Hub really is our greatest asset! We built a bank of more than 200 videos which we then embedded on our website, used across our blog and beyond. Our Video Hub helped us drive call-to-actions (CTAs) within the videos themselves that aligned buyers to larger strategies across each area of the business,” says Emily Yates. “We can now confirm that 19.9% of those video viewers became leads, and 29.3% of those leads became sales qualified leads (SQLs), which resulted in £1.6million lifetime value. ”
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Jostle: Engaged hyper-personal video to fill the funnel at this scrappy scaleup
Jostle believes organizations should feel less complex. Employees should find it easy to plug in and do great work. Their people-centric intranet tames that complexity and helps people and organizations flourish, regardless of the type of management structure, industry sector, or sized business. Video has become a core content type used across marketing and sales. With Vidyard, video seamlessly integrates into the company’s existing tech stack to make videos easy to use and embed everywhere.
“When we put our standard two-minute product tour on YouTube, the process was simply a nightmare. We couldn’t customize anything. Embeds were messy and off-brand,” explains Dustin Tysick, VP of Marketing and Growth at Jostle. “When we brought Vidyard to Jostle, the platform gave us the ability to build warmer connections using personalized video. We could easily edit the HTML/CSS to customize call-to-actions, and since we’re very much a design-oriented company, our video content now matches our website and brand.” Read the full Jostle customer story here.
Miovision: Won’t be Slowing down video content production anytime soon
Miovision exists to help cities modernize their approach to managing traffic. That means convincing prospects – often in the public sector – to adopt new technologies and approaches. It can be a complex sales pitch and the company finds video is an important tool to help keep prospects engaged. Over the past two years, Miovision has integrated video into nearly every step of their customer journey. From awareness to prospecting, to customer retention–it’s given the business a new voice.
“In a 90 day period in late 2019 we saw an 80% increase in unique viewers,” says Katerina Hyzyk, Marketing Programs Manager at Miovision. “This goes to show you that our prospects, customers, partners and employees are really invested in consuming content through this medium, so we won’t be slowing down anytime soon!”
New Breed: Shortened the sales cycle without decreasing average deal value
B2B inbound customer acquisition agency New Breed leads by example and strives to be on the cutting edge of marketing innovation and analytics that help engage prospects and customers at every stage of the customer lifecycle. At the awareness stage, New Breed creates social media videos. At the consideration stage, video is used to nurture leads with educational content like on-demand webinars. At the decision stage, video backs up claims made earlier through testimonials and work examples.
“We’re all about educating the market on what’s possible with video so that when they come to our website, they’re already confident that we can help them,” says Guido Bartolacci, Manager of Acquisition and Strategy at New Breed. “Videos hosted on our website have already influenced 22.4% of new business revenue and 28.9% of existing business revenue. Furthermore, by using video, we were able to increase win rates by 33% and shorten the sales cycle by 41% without experiencing any decrease in our average deal value.”
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