Bunnos. Beef Loving Texans. Personalized movies to battle GDPR. Two minutes within the pool. And tens of tens of millions 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 Marketing winners so we will all study from their video awesomeness.
Online video is altering the best way that manufacturers talk with audiences. No longer is it a query of “why video,” however reasonably: how can we make most of it to attach with audiences in additional participating and impactful methods?
This yr’s version of the Video in Business Awards acknowledges 12 advertising and gross sales groups utilizing video in artistic methods to ship some unbelievable outcomes. No finances? No drawback! The outcomes achieved by this yr’s winners had been a outcome of large concepts and impeccable execution, not large budgets.
Five finalists had been chosen for every class, the winners and runners-up had been chosen by superstar judges Ann Handley, Jay Baer, Matt Heinz, Andrew Davis, Salma Jafri, and Linda West.
Without additional ado, be a part of us in congratulating—and getting inspiration from—the winners of the 2018 Video in Business Awards Marketing classes.
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The Video Marketing Storyteller: PortoBay Hotels
First, we laughed. Then we cried. Then we subscribed for extra. The Storyteller understands that the artwork of artistic storytelling isn’t only for Hollywood. This distinctive advertising crew writes masterful scripts that end in share-worthy movies that encourage motion.
Winner: PortoBay Hotels
Runners-Up: Lucidchart, Thermo Fisher
Honorable Mentions: Contract Hound, Discoverorg
PortoBay Hotels was confronted with a monumental problem in May of 2018. With General Data Protection Regulation (GDPR) coming into impact within the European Union, they risked dropping a sizeable portion of their addressable database in the event that they couldn’t get people to opt-in for ongoing communications. While others despatched totally ignorable emails begging prospects to present their permission, PortoBay Hotels took a unique method to make sure they might stand out and encourage their prospects to behave rapidly.
They delivered an irresistible customized video marketing campaign with distinctive storytelling, leading to a whopping 65% of their database opting in for future communications! Here’s an instance of the video customized for a person named Marta Uceda (observe that the video was customized for every particular person recipient to spice up engagement):
The runners-up exhibited an unbelievable knack for storytelling within the B2B area. The LOL-worthy “Lucidchart Explains the Internet” collection has garnered greater than 170 million views and an enormous ROI. These are probably the very best B2B software program “ads” ever (do your self a favor and binge watch).
And for an inspirational dose of buyer storytelling, take a look at Thermo Fisher’s Keep Seeking video collection the place they inform the tales of their prospects, fashionable scientists, by means of the lens of one of their best challenges: dealing with failure nearly every day.
The Video Marketing Contender: No Lift Install System
These small companies show that video doesn’t need to be a giant manufacturing to get large 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 artistic and genuine video to face out, enhance engagement, and generate large enterprise on a small finances.
Winner: No Lift Install System
Runners-Up: River Pools, Synthio
Honorable Mentions: Leighton Interactive, Mango Languages
No Lift Install System supplies a singular answer for countertop set up professionals that the written phrase simply received’t do justice. This small enterprise acknowledged that their product needed to be seen to be appreciated, and that the human tales of their purchasers residing more healthy lives consequently of their answer needed to be heard.
This resourceful crew didn’t let a modest finances get in the best way of creating dozens of powerfully genuine movies to showcase precisely what their product may do and what sort of influence it was having on their purchasers. Check out the No Lift Install System YouTube channel to browse their full library of movies.
“The results have been amazing. We have sold out of all our inventory and are scrambling to keep up with the demand thanks to all the inquiries coming from our videos. Our videos have been shared all over and drove more business then we can currently produce. We have even had guys watch one video, pick up the phone, and buy one of the carts immediately.”
The runners-up have additionally used a variety of video content material to generate extra inbound leads and enhance the client expertise. River Pools’ library of over 100 academic movies has helped them greater than double their annual movement of leads and improve the dimensions of their vendor community by 5 instances. Synthio is utilizing in-house created movies to gasoline the success of every thing from inbound advertising to outbound gross sales to buyer communications.
The Video Marketing Visionary: Loyola University Maryland
From syndicated video content material collection to sensible 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 artistic video experiences that actually stand out. Recognizing that ‘good enough’ is now not adequate, these entrepreneurs are creating distinctive video experiences that have interaction prospects and prospects in distinctive and modern methods.
Winner: Loyola University Maryland
Runners-Up: Drift, Texas Beef Council
Honorable Mentions: AT&T Business, Frontier Communications
After working a small customized video marketing campaign in 2017, Loyola University Maryland heard from a quantity of new college students that their customized video set them other than different colleges, taking part in a cloth issue of their enrollment.
The success of that marketing campaign prompted them to do one thing daring and ship out their admission selections through customized video to drive extra college students to simply accept their supply. Now that’s what we name ‘visionary’ for the schooling market! Here is an instance of the video customized for a potential scholar named Carley:
“The video was outrageously successful. We saw the highest click-through and engagement rates of any campaign we’ve run in recent years. It was viewed by nearly 12,000 students and shared actively on social media. Combined with the rest of our marketing content, we yielded our largest first-year class in recent history.”
Drift, the main supplier of conversational advertising options for enterprise, has taken their very own conversational tone to the following degree with an modern method to social video. Drift has discovered important success with their method to episodic video collection (together with Coffee with a CMO and Seeking Wisdom) and conversational movies on LinkedIn.
Meanwhile, the Texas Beef Council has discovered the proper recipe for on-line viewers engagement with their extremely impactful BBQuest video collection, which has netted them greater than four million minutes watched because the collection launched simply over a month in the past (to not point out a wholesome influence on gross sales).
The Video Marketing Performer: Act-On
Talk about enterprise influence! The Performer is aware of that in relation to video in enterprise, view counts don’t rely. This crew makes use of video all through the client’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 learn how to use video content material and video analytics in a strategic and built-in option to ship actual enterprise outcomes.
Runners-Up: Gordian, IR (Integrated Research)
Honorable Mentions: Mulesoft, Smashfly
Act-On initially began with video as a option to supply on-demand webinars for lead era. But 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 complete advertising and gross sales funnels. Their movies construct model consciousness, generate leads, speed up deal cycles, and onboard new prospects. They additionally use customized movies to shock and delight (and drive actually excessive engagement!).
Thanks to their Eight-minute on-demand product demo, reside and on-demand webinars, video-based buyer tales, thought management collection, and way more, Act-On has seen a 40% improve in lead quantity, 4x extra engagement time of their content material, two instances increased response charges to outbound gross sales packages, 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 influence to their advertising efficiency due to video. With a brand new video-based ‘demo center’, IR has seen a 410% improve within the quantity of pipeline generated through its web site and a considerably elevated shut price. Gordian not too long ago launched a brand new video collection Job Order Contracting 101, which has influenced tens of millions of in pipeline and income in only a few quick months.
The Video Marketing Trailblazer: Impulse Creative
This distinctive advertising crew is utilizing video in artistic methods to gasoline the success of digital advertising, demand era, model, and social media packages. They’re utilizing video in sudden methods to face out of their market and blaze new trails for his or her enterprise.
Winner: Impulse Creative
Runners-Up: CPower, Marketo
Honorable Mention: GPS Insight, Thomas
Imagine creating a number of new movies daily whereas making certain each weblog publish you publish is supported with video content material. Imagine doing a number of episodic video collection 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 staff. There’s no higher phrase to explain Impulse Creative than ‘Trailblazer’!
This extremely resourceful crew is blazing new trails in relation to how they use video to construct their group, set up belief, and generate new enterprise alternatives. From their extremely participating Sprocket Talk collection to their big selection of thought management, Impulse Creative is setting the bar for his or her superior use of video to have interaction their group. And did we point out that each weblog publish they publish features a customized video teaser for the article? Wowza.
Runner-up CPower is blazing trails within the vitality trade by leveling-up their content material technique with video. Thanks to their use of artistic video and their Demand-Side Energy Management 101 collection, CPower has dramatically elevated engagement in web site content material and e-mail campaigns, elevated lead movement by almost 250% year-over-year, and improved response charges to outbound gross sales by 60%.
Marketo, the main supplier of engagement advertising options, is boosting their very own viewers engagement by means of the strategic use of on-line demo movies, buyer testimonials, video-based thought management, customized video campaigns, and extra.
The Video Mastery Award
This visionary group is embracing video to remodel each stage of the client journey. From advertising and gross sales to success and help, 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 Data Corporation
Runners-Up: Ceridian, Zycus
Ceridian, Tech Data Corporation and Zycus are all seeing great outcomes from incorporating video into the material of their advertising, gross sales and buyer success packages. More than only a supporting character, video is taking part in a starring position in how they characterize 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 communications, and have embraced the Vidyard Chrome extension to empower their gross sales groups with 1-to-1 customized movies. Congratulations to those groups on taking a giant step in direction of the longer term, and for making Business-to-Business look much more like Human-to-Human.
Inspiration and Lessons Learned from 5 Award-Winning Video Marketing Programs
5 award-winning video advertising packages, 5 wholesome doses of video inspiration for each marketer. Now you may dive deeper into how they did it, and stroll away with new sensible concepts for learn how to 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 take a look at our Fast Forward session
BONUS! Best Video to Support a VIB Awards Nomination: GPS Insight
So right here’s the factor. We requested all nominees to publish a brief video explaining why they need to win a Video in Business 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 Insight for taking us again to the early days of movie; to our runners-up Danby Appliances for his or her spot-on parody of Anchorman and Hear360 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 expertise and Suzi Lindner for reminding us all that sock puppets are by no means a foul thought.
But what about these Video Selling award winners?
To study concerning the winners of the 2018 Video Selling award classes and the way they’ve used video to spice up response charges and shut extra offers, take a look at the next publish: How The Top B2B Video Sellers of 2018 Use Video to Book More Revenue
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