Bunnos. Beef Loving Texans. Personalised movies to battle GDPR. Two minutes within the pool. And tens of hundreds of thousands of in new pipeline. The 2018 Video in Business Awards had all of it, and we’re thrilled to share the tales of this yr’s Video Advertising and marketing winners so we are able to all be taught from their video awesomeness.
On-line video is altering the best way that manufacturers talk with audiences. Not is it a query of “why video,” however somewhat: how will we make most of it to attach with audiences in additional participating and impactful methods?
This yr’s version of the Video in Enterprise Awards acknowledges 12 advertising and marketing and gross sales groups utilizing video in inventive methods to ship some unimaginable outcomes. No finances? No downside! The outcomes achieved by this yr’s winners had been a results of massive concepts and impeccable execution, not massive budgets.
With out additional ado, be a part of us in congratulating—and getting inspiration from—the winners of the 2018 Video in Business Awards Marketing classes.
The Video Advertising and marketing Storyteller: PortoBay Lodges
First, we laughed. Then we cried. Then we subscribed for extra. The Storyteller understands that the artwork of inventive storytelling isn’t only for Hollywood. This distinctive advertising and marketing crew writes masterful scripts that lead to share-worthy movies that encourage motion.
Winner: PortoBay Lodges
Runners-Up: Lucidchart, Thermo Fisher
Honorable Mentions: Contract Hound, Discoverorg
PortoBay Lodges was confronted with a monumental problem in Might of 2018. With Common Information Safety Regulation (GDPR) coming into impact within the European Union, they risked shedding a sizeable portion of their addressable database in the event that they couldn’t get people to opt-in for ongoing communications. Whereas others despatched completely ignorable emails begging prospects to provide their permission, PortoBay Lodges took a unique strategy to make sure they'd stand out and encourage their prospects to behave shortly.
They delivered an irresistible personalised video marketing campaign with distinctive storytelling, leading to a whopping 65% of their database opting in for future communications! Right here’s an instance of the video personalised for a person named Marta Uceda (word that the video was personalised for every particular person recipient to spice up engagement):
The runners-up exhibited an unimaginable knack for storytelling within the B2B house. The LOL-worthy “Lucidchart Explains the Internet” sequence has garnered greater than 170 million views and a large ROI. These are presumably the most effective B2B software program “advertisements” ever (do your self a favor and binge watch).
And for an inspirational dose of buyer storytelling, try Thermo Fisher’s Keep Seeking video sequence the place they inform the tales of their prospects, fashionable scientists, by way of the lens of one among their biggest challenges: going through failure virtually every day.
The Video Advertising and marketing Contender: No Elevate Set up System
These small companies show that video doesn’t should be a giant manufacturing to get massive outcomes. The Contender is a small enterprise utilizing video to face out from rivals and punch above its weight class. This scrappy and resourceful crew makes use of inventive and genuine video to face out, increase engagement, and generate massive enterprise on a small finances.
Winner: No Elevate Set up System
Runners-Up: River Swimming pools, Synthio
Honorable Mentions: Leighton Interactive, Mango Languages
No Elevate Set up System supplies a novel answer for countertop set up professionals that the written phrase simply gained’t do justice. This small enterprise acknowledged that their product needed to be seen to be appreciated, and that the human tales of their shoppers residing more healthy lives on account of their answer needed to be heard.
This resourceful crew didn’t let a modest finances get in the best way of making dozens of powerfully genuine movies to showcase precisely what their product might do and what kind of impression it was having on their shoppers. Try the No Lift Install System YouTube channel to browse their full library of movies.
“The outcomes have been wonderful. We now have bought out of all our stock and are scrambling to maintain up with the demand due to all of the inquiries coming from our movies. Our movies have been shared throughout and drove extra enterprise then we are able to at the moment produce. We now have even had guys watch one video, decide up the cellphone, and purchase one of many carts instantly.”
The runners-up have additionally used a variety of video content material to generate extra inbound leads and enhance the shopper expertise. River Pools’ library of over 100 educational videos has helped them greater than double their annual move of leads and improve the scale of their supplier community by 5 instances. Synthio is utilizing in-house created movies to gasoline the success of every little thing from inbound advertising and marketing to outbound gross sales to buyer communications.
The Video Advertising and marketing Visionary: Loyola College Maryland
From syndicated video content material sequence to good hyper-personalized movies, to tremendous genuine social video, these entrepreneurs are forward of the pack and reaping the advantages of being first-to-market with inventive video experiences that really stand out. Recognizing that ‘adequate’ is now not adequate, these entrepreneurs are creating distinctive video experiences that have interaction prospects and prospects in distinctive and progressive methods.
Winner: Loyola College Maryland
Runners-Up: Drift, Texas Beef Council
Honorable Mentions: AT&T Enterprise, Frontier Communications
After operating a small personalised video marketing campaign in 2017, Loyola College Maryland heard from quite a few new college students that their personalised video set them other than different colleges, enjoying a cloth issue of their enrollment.
The success of that marketing campaign prompted them to do one thing daring and ship out their admission choices by way of personalised video to drive extra college students to simply accept their provide. Now that’s what we name ‘visionary’ for the schooling market! Right here is an instance of the video personalised for a potential scholar named Carley:
“The video was outrageously profitable. We noticed the very best click-through and engagement charges of any marketing campaign we’ve run lately. It was seen by practically 12,000 college students and shared actively on social media. Mixed with the remainder of our advertising and marketing content material, we yielded our largest first-year class in current historical past.”
Drift, the main supplier of conversational advertising and marketing options for enterprise, has taken their very own conversational tone to the subsequent stage with an progressive strategy to social video. Drift has discovered important success with their strategy to episodic video sequence (together with Coffee with a CMO and Seeking Wisdom) and conversational movies on LinkedIn.
In the meantime, the Texas Beef Council has discovered the proper recipe for on-line viewers engagement with their extremely impactful BBQuest video series, which has netted them greater than four million minutes watched for the reason that sequence launched simply over a month in the past (to not point out a wholesome impression on gross sales).
The Video Advertising and marketing Performer: Act-On
Speak about enterprise impression! The Performer is aware of that on the subject of video in enterprise, view counts don’t rely. This crew makes use of video all through the customer’s journey to generate extra leads, speed up pipeline, and shut extra offers—and has the info to again it up. The Performer is a best-in-class instance of how you can use video content material and video analytics in a strategic and built-in solution to ship actual enterprise outcomes.
Runners-Up: Gordian, IR (Built-in Analysis)
Honorable Mentions: Mulesoft, Smashfly
Act-On initially began with video as a solution to provide on-demand webinars for lead technology. However as they are saying, webinars are merely the gateway drug for a broader video technique! Act-On now makes use of video extensively all through their total advertising and marketing and gross sales funnels. Their movies construct model consciousness, generate leads, speed up deal cycles, and onboard new prospects. Additionally they use personalised movies to shock and delight (and drive actually excessive engagement!).
Because of their 8-minute on-demand product demo, dwell and on-demand webinars, video-based customer stories, thought leadership series, and much more, Act-On has seen a 40% improve in lead quantity, 4x extra engagement time of their content material, two instances greater response charges to outbound gross sales applications, and a 70% improve in e mail nurture engagement due to their video technique. Whoa.
The groups at IR and Gordian have additionally seen a major impression to their advertising and marketing efficiency due to video. With a brand new video-based ‘demo heart’, IR has seen a 410% improve within the quantity of pipeline generated by way of its web site and a considerably elevated shut price. Gordian lately launched a brand new video sequence Job Order Contracting 101, which has influenced hundreds of thousands of in pipeline and income in only a few quick months.
The Video Advertising and marketing Trailblazer: Impulse Inventive
This distinctive advertising and marketing crew is utilizing video in inventive methods to gasoline the success of digital advertising and marketing, demand technology, model, and social media applications. They’re utilizing video in surprising methods to face out of their market and blaze new trails for his or her enterprise.
Winner: Impulse Inventive
Runners-Up: CPower, Marketo
Honorable Point out: GPS Perception, Thomas
Think about creating a number of new movies each day whereas guaranteeing each weblog publish you publish is supported with video content material. Think about doing a number of episodic video sequence on the identical time together with social video on YouTube and LinkedIn to increase your attain and diversify your message. Now think about doing all that amongst only a few folks in a enterprise of lower than 20 complete workers. There’s no higher phrase to explain Impulse Inventive than ‘Trailblazer’!
This extremely resourceful crew is blazing new trails on the subject of how they use video to construct their group, set up belief, and generate new enterprise alternatives. From their extremely participating Sprocket Talk sequence to their big selection of thought leadership, Impulse Inventive is setting the bar for his or her superior use of video to interact their group. And did we point out that every blog post they publish features a customized video teaser for the article? Wowza.
Runner-up CPower is blazing trails within the vitality business by leveling-up their content material technique with video. Because of their use of inventive video and their Demand-Side Energy Management 101 series, CPower has dramatically elevated engagement in web site content material and e mail campaigns, elevated lead move by practically 250% year-over-year, and improved response charges to outbound gross sales by 60%.
Marketo, the main supplier of engagement advertising and marketing options, is boosting their very own viewers engagement by way of the strategic use of online demo videos, customer testimonials, video-based thought management, personalized video campaigns, and extra.
The Video Mastery Award
This visionary group is embracing video to rework each stage of the shopper journey. From advertising and marketing and gross sales to success and assist, they use a variety of video content material to humanize their model, educate their consumers, speed up gross sales cycles, and join with prospects in additional private methods.
Winner: Tech Information Company
Runners-Up: Ceridian, Zycus
Ceridian, Tech Information Company and Zycus are all seeing great outcomes from incorporating video into the material of their advertising and marketing, gross sales and buyer success applications. Greater than only a supporting character, video is enjoying a starring function in how they signify their model, talk with audiences and construct relationships with their prospects.
All three groups are leveraging video extensively throughout their digital, demand gen, social media and advertising and marketing communications, and have embraced Vidyard GoVideo to empower their gross sales groups with 1-to-1 personalised movies. Congratulations to those groups on taking a giant step in direction of the longer term, and for making Enterprise-to-Enterprise look much more like Human-to-Human.
Inspiration and Classes Realized from 5 Award-Profitable Video Advertising and marketing Applications
5 award-winning video advertising and marketing applications, 5 wholesome doses of video inspiration for each marketer. Now you may dive deeper into how they did it, and walk away with new practical ideas for how you can use video extra successfully all through your group. So whether or not you’re a small enterprise simply getting began or a big enterprise seeking to combine issues up try our Quick Ahead session
BONUS! Finest Video to Assist a VIB Awards Nomination: GPS Perception
So right here’s the factor. We requested all nominees to publish a brief video explaining why they need to win a Video in Enterprise Award. The finalists for this shock class went above and past to create a video that was exhausting to disregard.
Congratulations to our winner GPS Perception for taking us back to the early days of film; to our runners-up Danby Home equipment for his or her spot-on parody of Anchorman and Listen360 for CRUSHING their Fresh Prince of Bel-Air parody; and to our honorable mentions Leighton Interactive for serenading us with their songwriting and top-shelf ukulele skills and Suzi Lindner for reminding us all that sock puppets are never a bad idea.
However what about these Video Promoting award winners?
To be taught concerning the winners of the 2018 Video Promoting award classes and the way they’ve used video to spice up response charges and shut extra offers, try the next publish: How The Top B2B Video Sellers of 2018 Use Video to Book More Revenue