November 6, 2018

Bunnos. Beef Loving Texans. Customized movies to battle GDPR. Two minutes within the pool. And tens of tens of millions of {dollars} in new pipeline. The 2018 Video in Enterprise Awards had all of it, and we’re thrilled to share the tales of this yr’s Video Advertising winners so we are able to all study from their video awesomeness.

On-line video is altering the best way that manufacturers talk with audiences. Now not 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 Enterprise Awards acknowledges 12 advertising and marketing and gross sales groups utilizing video in inventive methods to ship some unimaginable outcomes. No finances? No drawback! The outcomes achieved by this yr’s winners have been a results of massive concepts and impeccable execution, not massive budgets.

5 finalists have been chosen for every class, the winners and runners-up have been chosen by superstar judges Ann Handley, Jay Baer, Matt Heinz, Andrew Davis, Salma Jafri, and Linda West.

With out additional ado, be part of us in congratulating—and getting inspiration from—the winners of the 2018 Video in Enterprise Awards Advertising classes.

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The Video Advertising 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 staff writes masterful scripts that end in 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 Could of 2018. With Basic Knowledge Safety 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. Whereas others despatched totally ignorable emails begging clients to provide their permission, PortoBay Lodges took a unique strategy to make sure they’d stand out and encourage their clients to behave shortly.

They delivered an irresistible customized 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 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 unimaginable knack for storytelling within the B2B house. The LOL-worthy “Lucidchart Explains the Web” sequence has garnered greater than 170 million views and an enormous ROI. These are presumably one of the best 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 Hold Looking for video sequence the place they inform the tales of their clients, trendy scientists, by means of the lens of one in every of their biggest challenges: dealing with failure virtually every day.

The Video Advertising Contender: No Carry 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 opponents and punch above its weight class. This scrappy and resourceful staff makes use of inventive and genuine video to face out, increase engagement, and generate massive enterprise on a small finances.

Winner: No Carry Set up System
Runners-Up: River Swimming pools, Synthio
Honorable Mentions: Leighton Interactive, Mango Languages

No Carry Set up System gives 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 shoppers residing more healthy lives because of their answer needed to be heard.

This resourceful staff didn’t let a modest finances get in the best way of making dozens of powerfully genuine movies to showcase precisely what their product may do and what sort of affect it was having on their shoppers. Take a look at the No Carry Set up System YouTube channel to browse their full library of movies.

“The outcomes have been wonderful. We’ve offered 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’ve even had guys watch one video, choose up the telephone, 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 Swimming pools’ library of over 100 academic movies has helped them greater than double their annual circulation of leads and enhance the dimensions of their vendor community by 5 occasions. 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 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 not adequate, these entrepreneurs are creating distinctive video experiences that have interaction prospects and clients in distinctive and modern methods.

Winner: Loyola College Maryland
Runners-Up: Drift, Texas Beef Council
Honorable Mentions: AT&T Enterprise, Frontier Communications

After operating a small customized video marketing campaign in 2017, Loyola College Maryland heard from quite a lot of new college students that their customized 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 customized video to drive extra college students to just accept their supply. Now that’s what we name ‘visionary’ for the training market! Right here is an instance of the video customized 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 in recent times. 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 latest historical past.”

Drift, the main supplier of conversational advertising and marketing options for enterprise, has taken their very own conversational tone to the subsequent degree with an modern strategy to social video. Drift has discovered important success with their strategy to episodic video sequence (together with Espresso with a CMO and Looking for Knowledge) and conversational movies on LinkedIn.

In the meantime, the Texas Beef Council has discovered the right recipe for on-line viewers engagement with their extremely impactful BBQuest video sequence, which has netted them greater than 4 million minutes watched for the reason that sequence launched simply over a month in the past (to not point out a wholesome affect on gross sales).

The Video Advertising Performer: Act-On

Discuss enterprise affect! The Performer is aware of that in the case of video in enterprise, view counts don’t depend. This staff makes use of video all through the client’s journey to generate extra leads, speed up pipeline, and shut extra offers—and has the information to again it up. The Performer is a best-in-class instance of methods to use video content material and video analytics in a strategic and built-in option to ship actual enterprise outcomes.

Winner: Act-On
Runners-Up: Gordian, IR (Built-in Analysis)
Honorable Mentions: Mulesoft, Smashfly

Act-On initially began with video as a option to supply 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 whole advertising and marketing and gross sales funnels. Their movies construct model consciousness, generate leads, speed up deal cycles, and onboard new clients. Additionally they use customized movies to shock and delight (and drive actually excessive engagement!).

Due to their 8-minute on-demand product demo, stay and on-demand webinars, video-based buyer tales, thought management sequence, and way more, Act-On has seen a 40% enhance in lead quantity, 4x extra engagement time of their content material, two occasions increased response charges to outbound gross sales applications, and a 70% enhance in e-mail nurture engagement due to their video technique. Whoa.

The groups at IR and Gordian have additionally seen a big affect to their advertising and marketing efficiency due to video. With a brand new video-based ‘demo heart’, IR has seen a 410% enhance within the quantity of pipeline generated by way of its web site and a considerably elevated shut price. Gordian just lately launched a brand new video sequence Job Order Contracting 101, which has influenced tens of millions of {dollars} in pipeline and income in only a few brief months.

The Video Advertising Trailblazer: Impulse Inventive

This distinctive advertising and marketing staff 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 sudden 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 making certain each weblog put up you publish is supported with video content material. Think about doing a number of episodic video sequence on the similar 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 Inventive than ‘Trailblazer’!

This extremely resourceful staff is blazing new trails in the case of how they use video to construct their neighborhood, set up belief, and generate new enterprise alternatives. From their extremely participating Sprocket Discuss sequence to their big selection of thought management, Impulse Inventive is setting the bar for his or her superior use of video to interact their neighborhood. And did we point out that each weblog put up they publish features a customized video teaser for the article? Wowza.

Runner-up CPower is blazing trails within the power business by leveling-up their content material technique with video. Due to their use of inventive video and their Demand-Aspect Vitality Administration 101 sequence, CPower has dramatically elevated engagement in web site content material and e-mail campaigns, elevated lead circulation 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 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

Video Master 2018

This visionary group is embracing video to remodel each stage of the shopper journey. From advertising and marketing 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 clients in additional private methods.

Winner: Tech Knowledge Company

Runners-Up: Ceridian, Zycus

Ceridian, Tech Knowledge Company and Zycus are all seeing large 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 position in how they symbolize their model, talk with audiences and construct relationships with their clients.

All three groups are leveraging video extensively throughout their digital, demand gen, social media and advertising and marketing communications, and have embraced the Vidyard Chrome extensionto empower their gross sales groups with 1-to-1 customized movies. Congratulations to those groups on taking a giant step in direction of the long run, and for making Enterprise-to-Enterprise look much more like Human-to-Human.

Inspiration and Classes Realized from 5 Award-Successful Video Advertising Applications

Top Marketing Videos 2018

5 award-winning video advertising and marketing applications, 5 wholesome doses of video inspiration for each marketer. Now you’ll be able to dive deeper into how they did it, and stroll away with new sensible concepts for methods 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 trying to combine issues up try our Quick Ahead session

BONUS! Greatest Video to Help a VIB Awards Nomination: GPS Perception

So right here’s the factor. We requested all nominees to put up 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 Contemporary 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 by no means a nasty thought.

Tyler Lessard

Tyler Lessard

Tyler Lessard is the VP of Advertising at Vidyard. Driving company advertising and marketing and enterprise growth, he is captivated with serving to corporations higher use and measure the efficiency of their video advertising and marketing belongings.

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