Month: November 2018

Changing buyer behaviours are transforming traditional industries

 The experience economy isn’t just about pop-up shops and Instagrammable wall quotes (although both of those are big trends). B2B buyers are demanding more human, personalized experiences at every touchpoint from search to purchase to support. As their needs evolve, so too must the industries serving them. Financial Services, real estate, and retail – traditionally laggards in innovation – are being forced to adapt.

Here are ideas on how to use video to capture an audience’s attention, build trust, and deliver more personal experiences.

1. Banking and Financial Services

 

Customer experience is important in every sector, but it’s often overlooked in traditional industries such as banking and financial services. An EY Global Consumer Banking Survey found that customers cited their experience with financial service providers as their top reason for opening a new account or starting a new service.

Just over 41% of customers cite “experience” as the top reason for opening a new account.

When banks fail to meet customers’ expectations it leaves the field wide open for fintech startups to poach customers. Companies like Venmo and Mint come in with simpler, friendlier services that appeal more to todays buyers. On the investment side, dead-simple investing apps such as Wealthsimple and Betterment steal young investors from traditional wealth managers.

 

Look to Wealthsimple for video marketing inspiration

Wealthsimple was quick to jump on the video bandwagon. They knew that they could better educate, connect with, and highlight what they do through video. Their videos garner over 1 million views on average and are just people discussing money (and investing). Their brand messaging “Investing for Humans” is amplified by using video to bring real faces to the story.

Banks and other financial institutions that want to reclaim their relevance have to make a personal impression. Video is a great way to do that. According to Forrester, video allows financial services companies to showcase their brand’s unique value proposition. It also allows them to easily explain products and services, provide financial education, and offer better customer service.

 

See why Financial Services needs to adopt video in the latest report from Forrester

 

Personal bankers who send short videos featuring a prospect’s name make a human connection that apps can’t match.

And wealth managers can leap the coming wealth-transfer chasm by using video to educate and engage younger generations who PwC estimates will receive $30 trillion from ageing family members in the coming decade.

2. Real estate

The Great Recession did more than push back home purchases for younger buyers – it rewired their thinking around real estate entirely. They’re more likely to see home ownership as a financial investment than as a life milestone and are more likely to be interested in the granular details of the home – green and energy-efficient amenities, low-maintenance yards, and neighbourhood “vibe.”

In short, agents need to capture the attention of detail-oriented buyers who expect to have questions answered 24/7 yet whose inboxes are bursting with a collective 281 billion emails. Video is one way of doing that.

Real estate agents can harness the power of video by filming personalized mini-tours of potential properties to highlight the details that matter to each client. When prospecting, they can send selfie videos that earn 4x higher open rates, and help showcase their personality and expertise.

Don’t just take my word for it, check out this great video by RUHM Destination Marketing:

Try messaging consumers with GoVideo, free

3. Retail and e-commerce

Today’s retail and e-commerce buyers may not live up to the stereotypes of entitled, lazy, gleeful killers of traditional industries, but they are different. Personable customer service is critical to their purchase decisions and most expect brands to share their ideals, which makes video a great format with which to reach them.

Brands with easily demonstrable products such as software, kitchen gadgets, or tech gear can use video to show off their wares, but also to communicate their shared values – as Nike did with its latest Just Do It ad campaign featuring Colin Kaepernick. And one-to-one personalized videos – possible at scale with the right video technology – help build trust early in the sales process so customers feel like they’re connecting with a person instead of a faceless corporation.

Video is also great for support. Today’s buyers are often reluctant to call customer service and nobody likes navigating a phone tree or sitting on hold, so video offers an elegant alternative. Customer service or tech support agents can record quick, personalized videos showing them how to troubleshoot a purchase.

Try messaging consumers with GoVideo, free

Video closes deals

Video also offers traditional industries a path to premium profits. Like a handwritten card, many people assume personalized videos take time, effort and investment to create. Leaving the buyer more impressed by personalized video than mass marketing. This can boost the company’s public perception in a way that leads to sales.

¾ of late-stage prospects who received personalized videos purchased.

PwC’s Global Consumer Insights survey found that consumers are willing to pay more for personalized services, so personalization could also help brands price and position products as premium. Vidyard research also found that three-quarters of late-stage prospects who received personalized videos purchased, many of them by the end of the quarter. As buyer expectations evolve, so many companies and video is a great way to make the transition easier.

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InsideSales.com and Other Leading Sales Platforms Select Vidyard GoVideo to Power One-to-One Video Messaging

Leading sales acceleration platforms are turning to one-to-one video messaging powered by Vidyard to help their customers book more meetings and humanize the sales process

WATERLOO, Ontario – November 28, 2018 – Vidyard, the leading video platform for business, today announces that InsideSales.com and other leading providers of sales engagement and sales prospecting solutions have integrated Vidyard GoVideo to power one-to-one video messaging within their platforms.

Known for ease of use in quickly capturing, sharing, hosting and tracking personalized videos, Vidyard GoVideo, Vidyards’s flagship video messaging app, helps sales professionals develop more pipeline by incorporating customized one-to-one video messages into every step of the customer journey. These feature integrations and applications join Vidyard’s flourishing Integrations Directory, a collection of more than 30 marketing and sales solutions that bring the power of video to a broad spectrum of platforms helping sales, marketing, and customer experience professionals humanize business communications with video.

These industry-leading sales organizations have turned to Vidyard to help solve customer pain points through the use of one-to-one, personalized videos that are seamlessly built into their platforms:

  • Autoklose: Sales professionals can automate their way through the sales process, closing more deals faster by sending video communication to their top targets.
  • Cognism: Help sales teams reach over 400M business professionals with custom personas, campaigns, sales sequences, and personal video messaging with Prospector.
  • FrontSpin: Enable sales reps to connect with 3x more leads, streamline workflow with account-based playbooks, and increase engagement with personalized video emails.
  • Groove.co: Help sales teams improve efficiency, get actionable insights, and drive revenue with personal video messaging in every stage of the sales cycle.
  • HubSpot: Create powerful connections at all stages of the customer journey with HubSpot Video – from generating leads to closing deals to delighting customers.
  • InsideSales.com: Accelerate sales and business growth with the only full-stack AI Sales platform powered by Collective Intelligence™ insights into billions of global B2B buyer interactions. The InsideSales.com platform includes the most accurate and compelling Email Prospecting module that makes creating, targeting, and tracking multi-recipient emails with video and attachments as easy and compelling as SnapChat and Instagram.
  • Mixmax: Send out sales emails that actually get replies! Increase conversions with templates, sequences, and personal video for outbound communications.
  • PandaDoc: Create, send, track, and e-Sign client-facing documents now enhanced with video communication designed to win more business.
  • Theta Lake: Enhance video ROIs by streamlining compliance review process through automated risk detection, AI-assisted workflow, and compliant archiving.
  • VanillaSoft: Helping sales teams qualify and close more deals with VanillaSoft’s Sales Engagement platform and personal video messaging.

Quota-Crushers Turn to Video to Stand Out: The Rise of Video Selling

“There’s a growing chasm between buyer expectations and traditional email outreach. Conditioned by social media apps like Instagram, modern buyers want timely, informed, and personalized experiences,” says Gabe Larsen, Vice President of Growth for InsideSales.com. “At InsideSales.com, we are transforming the state of B2B sales prospecting with the world’s most accurate and effective email prospecting AI platform and we are happy to include seamless video integration with solutions like Vidyard’s GoVideo. Instead of simply reporting email opens and clicks, we help Sales understand precisely when content like video and other attachments are viewed and by whom so that they can respond at the right moment.”

Research shows that using video content has a significant positive impact on both open and reply rates. Teams that use video enjoy a 16% bump in open rates and a remarkable 26% increase in replies. Data scientists concluded that a well-placed and timed video in a sales outreach is an undisputed value-add to sales cadences. Moreover, emails containing a video sent within the 2nd and 20th day of a cadence result in significantly higher reply rates.

Video Transcends the Entire Organization

With millions of videos created by nearly 500,000 users, Vidyard GoVideo helps power sales conversations because it takes care of the heavy lifting, including video capture, cloud-based video hosting, and encoding, video playback on dedicated pages, video engagement tracking and video view notifications. One-to-one videos are also showing higher levels of engagement than more polished video content because it’s seen as authentic and therefore more trustworthy.

“By further extending the reach of Vidyard GoVideo to help sales professionals, we’re making it incredibly simple for any sales rep or solutions engineer to create personal video messages, access existing video content, and build custom playlists for customers and prospects, then share and track video viewing data within existing business applications,” says Michael Litt, CEO and Co-founder of Vidyard. “Along with our partners, we are breaking down the barriers of video adoption and helping sales teams realize the full potential of what video can add to their prospecting, selling and customer success efforts.”

Today’s partnership announcement comes one year after Vidyard expanded its Integration Directory partner ecosystem with the introduction of its Vidyard GoVideo partner app. With more than 30 partner integrations and applications, including HubSpot Video, a fully integrated video solution made available to HubSpot customers, Vidyard’s Integration Directory partners rely on Vidyard to power integrated experiences for video hosting, video analytics, and personalized video messaging. Vidyard is committed to helping business professionals access, create, share and track their videos from within the applications they rely on every day.

More Information:

 

About Vidyard
Vidyard is the video platform for business that helps organizations drive more revenue through the use of online video. Going beyond video hosting and management, Vidyard helps businesses drive greater engagement in their video content, track the viewing activities of each individual viewer, and turn those views into action. Global leaders such as Honeywell, LinkedIn, Citibank and Sharp rely on Vidyard to power their video content strategies and turn viewers into customers.

Media Contact:
Sandy Pell, Senior Manager, Corporate Communications, Vidyard
press@vidyard.com

 

InsideSales.com and Other Leading Sales Platforms Select Vidyard GoVideo to Power One-to-One Video Messaging

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How buyer personas help you make better videos


“Defining your target market is one of a marketer’s most important tasks.”

One tool that has become essential to defining a target market is the buyer persona, especially with the rise of social media and video. Video is one of the fastest-growing types of marketing content and with good reason; 52% of marketing professionals worldwide name it as the medium with the best return on investment (ROI).

For many marketers, buyer personas are the key to making better video content, but what are they?

A buyer persona is a semi-fictional representation of a business’s ideal customer, based on existing data and market research. There are several reasons why you should use them.

Understanding customer needs

Buyer personas help you easily imagine your customers’ needs and wants. With a good, well-rounded buyer persona, you should be able to visualize your customer and understand what they’re interested in and what they’re looking for. This will help you to craft marketing campaigns which are entirely focused on your customers.

Knowing where the customer spends their time

The most useful buyer personas include details of where the customer spends their time; what websites they visit; what technology they engage with; and which social networks they use to connect with family, friends and colleagues. This information is invaluable to any marketer. Once you have it, you’ll know exactly where to target your campaigns and which platforms you should use to launch them.

Creating consistency across your business

Buyer personas enable a business to concentrate on consistent goals and messaging. They help to create a closer alignment between sales and marketing, with both teams working to service the same groups of customers. This alignment will lead to your company developing a strong, unified brand voice.

How buyer personas can help you make better videos

By 2021, Cisco predicts that video will account for a whopping 82% of all Internet traffic. With that in mind, it’s no surprise video has grown to become a vital part of marketing. Businesses in all sectors have started to realize the tremendous potential that video has, and the enormous impact it’s likely to have in the future.

These are just some of the benefits of adopting video as part of your company’s marketing strategy:

Even these impressive stats can be improved on if you use buyer personas to make better video content. How can you do this? For starters, buyer personas allow you to identify different segments of your target audience. If you’re just starting out with video, it’s advisable to create content geared towards the decision makers first.

Never go out of style (by using buyer personas)

Buyer personas also help direct the style and tone of your videos. For instance, if your buyer persona targets CEOs working for enterprise companies, then you may want to ensure your video has a more formal tone and style. But if your persona is aimed at the directors of tech or SaaS startups, then that audience may appreciate a more light-hearted, colourful video.

Don’t be afraid (to make it personal)

Other elements of a buyer persona can help you make better videos. If your audience is based in one specific geographic region (say London, England), then you know that you should bring that location into your videos. If your ideal customer works in a specific industry, then why not reach out to well-known figures and thought leaders, to see if they would like to be included in your video content? These are good ways of making videos that will add value to your customers.

Sharing is caring (about your customers)

Just as important as knowing what to put in your videos is knowing where to post them. Again, buyer personas can assist you with this. What social media channels do your ideal customers use? For instance, if your ideal customers are LinkedIn users, then that is the platform for you to prioritize.

Here are some more tips for sharing your videos online:

  • Direct prospects to your company website by including clickable calls-to-action in your videos.
  • Remember to check search keywords for each social network. Insert the most popular relevant terms into your video titles and descriptions to increase the chances of your videos being discovered.
  • Timing is important. Check which times are busiest for people to post, comment, and share. Schedule your videos at the times when they’re most likely to be seen.

Pay attention to how the pros do it

A great example of a successful marketing video is “So Yeah, We Tried Slack…” by Sandwich Video. Sandwich was invited by Slack to try out their team messaging app and make a video about the process.

The result works for two reasons.

First of all, the video is aimed at the buyer persona of a typical Slack customer. It’s fun and upbeat, with good use of humour throughout. The Sandwich employees featured in the video are the types of workers that Slack would appeal to tech-based, software, or startup workers.

Secondly, the video adds a great deal of value to the customer. The many features and integrations of the Slack app are clearly defined and listed one-by-one. The benefits of each feature are explained.

“So Yeah, We Tried Slack…” also shows that a company doesn’t need a huge budget to make a well-presented, impactful video. It’s filmed entirely within Sandwich’s office and stars only Sandwich employees.

So long as your video is geared towards your buyer persona and adds value to your customer, it has a great chance of succeeding.

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2019’s Biggest Business Trend is Already Here: Personalized Videos, Made Just for You

New engagement tactics go beyond traditional, tired ‘Insert First Name’ strategies. With Vidyard’s latest product updates, marketing and sales reps can connect with more prospects using personalized video messages at scale.

WATERLOO, Ontario – November 15, 2018 – Vidyard, the leading video platform for business, today unveiled new enhancements to its flagship video messaging app, Vidyard GoVideo, to enable Sales and Customer Service reps to easily create and share highly-personalized video messages at scale from within a wide range of business applications. The new capabilities are helping customer-facing teams boost audience engagement, increase response rates and improve customer satisfaction through the power of personalized one-to-one video experiences.

New capabilities launched by Vidyard today include:

  • Dynamic Video Personalization for Sales: Vidyard GoVideo users already know that adding video “selfies” to their outbound emails help them stand out and build stronger relationships from the start. The new Vidyard Autumn 2018 update takes “personal” to the next level. Now, Vidyard GoVideo users can send pre-recorded personalized and branded videos that have been individually tailored to each contact with the push of a button. Share personalized versions of your product demo or customer case studies to deepen engagement late in the sales cycle.
  • Expansion of the Vidyard Partner Ecosystem: Vidyard has expanded its partner App Directory to more than 30 business application partners who now offer native access to Vidyard GoVideo from within their apps, integrated video hosting and management powered by Vidyard, and/or audience engagement insights powered by Vidyard’s video analytics. These solutions are now enabling Sales and Customer Service reps to access Vidyard GoVideo directly from their primary applications and workflows, while marketing and sales teams are able to leverage video analytics to better understand their buyers and trigger automated workflows based on video engagement activities.

Personalize Everything: New Video Inspiration for Sales Professionals

A sales reps’ prospecting emails now compete with more than 2,900 others daily, and inboxes are becoming more cluttered with the average person interacting with 121 emails each day. With today’s announcement of the ability to immediately personalize pre-recorded videos from within the Vidyard GoVideo app, sales reps can now quickly generate personalized, one-to-one videos on-demand in a matter of moments enabling highly personalized sales prospecting and customer engagement at scale.

Personalized videos take recipient engagement to the next level by adding items like a viewer’s name, company or title – or even a custom message written by the sales rep – and creates a truly unique moment that literally brings the viewer into the story. They’ve been proven to make a big impact on engagement and increase email conversion by 500% or more. When putting a customer’s name into a video, it’s not uncommon to see 3x the number of video views as compared to non-personalized messages.

Companies like Miovision are using one-to-one personalized video messages to stand out: “The goal of creating personalized experiences is to connect with more people and increase engagement in our messages,” says Matthew Trushinski, Director of Marketing at Miovision. “We’ve used personalized video to drive attendance to webinars, meetings, events, and more, in some case driving 4x the responses than ever before.”

New App Directory Apps Deliver Personalized Video at Scale

Today, Vidyard introduced a new cohort of App Directory application and integration partners, including Groove.co, ThetaLake, AutoKlose, and Cognism. Each app will bring the power of video into the applications that users are already familiar with and working within. For busy sales reps, marketers or customer service professionals, having the ability to quickly create, share and track video messages without having to leave an existing workflow is key. Vidyard’s growing App Directory now has more than 30 apps and integrations, including Drift, SalesLoft, and others that enable users to easily record, share and track video from within their business applications of choice.

Last month, Vidyard and HubSpot also announced HubSpot Video, the one-to-one video message solution powered by Vidyard that enables marketing, sales and service teams to easily create, share and track personalized and interactive videos directly within the HubSpot growth platform. HubSpot Video is a new series of video features woven throughout HubSpot’s powerful platform. In other words, HubSpot Video is the video-ification of HubSpot: the ability to create, host, manage, customize, and measure video inside of HubSpot, in ways that haven’t been possible before today. These new features are available free for all pro and enterprise customers and require very little set-up.

“Video has become the most effective way to engage today’s audiences and build a more personal connection. As our partner community expands, we’re putting the power of video into the hands of more and more business users, helping them create more human connections at scale,” says Michael Litt, CEO and co-founder of Vidyard. “In addition to making video more accessible, the potential we’re seeing with dynamic video personalization within the Vidyard GoVideo app is incredible. Through the combined power of engaging video and one-to-one personalization, sales teams are already boosting response rates by more than 300% while improving their productivity and efficiency. The opportunities here are truly exciting.”

Vidyard works with a wide variety of developers to create video experiences that help customers connect and build trust through video. If you’re interested in working with Vidyard, please visit https://www.vidyard.com/developers/.

More Information:

About Vidyard
Vidyard is the video platform for business that helps organizations drive more revenue through the use of online video. Going beyond video hosting and management, Vidyard helps businesses drive greater engagement in their video content, track the viewing activities of each individual viewer, and turn those views into action. Global leaders such as Honeywell, LinkedIn, Citibank and Sharp rely on Vidyard to power their video content strategies and turn viewers into customers.

Media Contact:
Sandy Pell, Senior Manager, Corporate Communications. Vidyard
press@vidyard.com

Video: 2019’s Biggest Business Trend is Already Here: Personalized Videos, Made Just for You 1

 

Images:

2019’s Biggest Business Trend is Already Here: Personalized Videos, Made Just for You 2

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Vidyard Named One of Deloitte’s 2018 Fast 50™ and Technology Fast 500™ Fastest Growing Companies

Attributes 1,198% percent revenue growth to focus on innovation, culture and customer centricity.

WATERLOO, November 15, 2018Vidyard, the leading video platform for business, has been recognized for its rapid revenue growth, bold innovation, and entrepreneurial spirit as a recipient of Deloitte Fast 50™ and Technology Fast 500™ lists. The Fast 50 program honours the 50 Canadian technology companies with the highest revenue-growth percentage over the past four years.

Vidyard has ranked 17th with a growth rate of 1,198% and was amongst the top B2B SaaS companies on the Fast 50 list.

“The entire team here at Vidyard are thrilled to be recognized on this year’s 2018 Fast 50 list,” said Vidyard’s CEO and co-founder, Michael Litt. “Video has become the most effective way for our customers to engage with today’s audiences and build more personal connections, and we don’t see that trend slowing down anytime soon. It’s great to be recognized for our focus on innovation, culture, and customer centricity in the work we do each day.”

“Congratulations to the Deloitte 2018 Technology Fast 500 winners on this impressive achievement,” said Sandra Shirai, vice chairman, Deloitte LLP, and U.S. technology, media and telecommunications leader. “These companies are innovators who have converted their disruptive ideas into products, services and experiences that can captivate new customers and drive remarkable growth.”

“Software, which accounts for nearly two of every three companies on the list, continues to produce some of the most exciting technologies of the 21st century, including innovations in artificial intelligence, predictive analytics and robotics,” said Mohana Dissanayake, partner, Deloitte & Touche LLP, and Industry Leader for technology, media and telecommunications, within Deloitte’s audit and assurance practice. “This year’s ranking demonstrates what is likely a national phenomenon, where many companies from all parts of America are transforming the way we do business by combining breakthrough research and development, entrepreneurship and rapid growth.”

View the full list: https://www2.deloitte.com/ca/en/pages/technology-media-and-telecommunications/articles/fast50-winners-2018.html

Media Contact:
Sandy Pell, Senior Manager, Corporate Communications, Vidyard
press@vidyard.com

About the Deloitte Technology Fast 50™

The Deloitte Technology Fast 50 program is Canada’s pre-eminent technology awards program. Celebrating business growth, innovation and entrepreneurship, the program features three distinct categories including the Technology Fast 50 Ranking, Companies-to-Watch Awards (early-stage Canadian tech companies with the potential to be a future Deloitte Technology Fast 50 candidate) and the Leadership Awards (companies that demonstrate technological leadership and innovation within the industry.) Program sponsors include Deloitte, Aequitas NEO Exchange, Bank of Montreal, Bennett Jones, CBRE, OMERS Ventures and Wellington Financial. For further information, visit www.fast50.ca.

About Vidyard

Vidyard is the video platform for business that helps organizations drive more revenue through the use of online video. Going beyond video hosting and management, Vidyard helps businesses drive greater engagement in their video content, track the viewing activities of each individual viewer, and turn those views into action. Global leaders such as Honeywell, LinkedIn, Citibank and Sharp rely on Vidyard to power their video content strategies and turn viewers into customers.

Vidyard Named One of Deloitte’s 2018 Fast 50™ and Technology Fast 500™ Fastest Growing Companies 3

Attributes 1,198% percent revenue growth to focus on innovation, culture and customer centricity.

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Best Practices for Using Video in Sales Emails

Embedding personal videos in emails can be daunting to anyone trying it out for the first time. For most, it’s a challenge to get in front of the camera in the first place.

I remember when I first started at Vidyard, I was so self-conscious about filming my outreach videos when other people were around. Now, I’ll pretty much film anywhere at work (as long as there’s good lighting, of course). Not sure how to get comfortable? I wrote a post with some of my top video selling tips for new sales reps.

Since the video is not meant to stand alone, it’s important to consider the surrounding text and how you can use it to set your video message up for success. Your video is the main course, the text before it is the appetizer (which whets the audience’s appetite for the video), and the ask at the end is the dessert. Let’s dig in:

Have a wicked subject line  

If there’s a video in the email, let your recipient know about it. After all, adding video to email can boost open rates up to 300%. I put [VIDEO] right at the beginning of the subject line, then follow it with something short that packs a punch.

If I get a referral, I send a video with the subject line, “INSERT NAME HERE said we should chat!” or if it’s been a little while since I’ve heard back from someone, I’ll say something like, “just following up :)” or “just checking in :).” Use lowercase when you can; it catches people’s attention because it looks so out of place.  

Keep it short and sweet

Long emails are dead. Even if you’re not including a video, only include relevant details in the text. By pointing the recipient to a continued conversation and getting them to accept that call-to-action, you’ve granted yourself the opportunity to expand on the points that you outlined in the body of the email. The email is solely there to provide an idea of what’s to come.

Build credibility  

In other words, always include social proof in your email. For example, when reaching out to a prospect, include a metric from another customer in their industry that they would care about.

You can stir excitement about what you have to offer, but you want that to translate into a conversation. Give people a reason to keep listening.

Using Video in Email
via https://blog.hubspot.com/sales/using-video-in-sales-emails

Make the words and video work in tandem  

We always say that video + text = one concise email.

Rather than using the email to repeat the messaging in the video, keep it simple by summarizing the material.

Be transparent about the video length before you insert it. If it’s only 33 seconds long, someone is probably going to make the time to watch it, rather than assuming that it’s five minutes long.

Highlight the three main points to consider from the video, and place the points right underneath it.

Always have an ask

End your email with a call-to-action. Whether it’s asking for time to talk or pointing to another piece of material, never let your message go dark. Illustrate the next step.

I recommend going big and being direct with your ask.

For example, if you’re trying to book a meeting, don’t ask the person if next week works for them. Instead, say something like, “How does Friday at 4:00 p.m. sound?” Not only does this show confidence, but it also suggests that you have other things going on.

A reminder: it’s a best practice to bring your personality into this process. There are a ton of ways to get creative with your outreach. Have fun with your whiteboard, make use of your co-workers for cool thumbnails, or even get the person you’re reaching out to involved by blowing up their LinkedIn profile picture. It might sound crazy, but trust me, it gets that click.

Our Video Inspiration Hub is ever-evolving and filled with tons of knowledge about how to use video at all stages of a client relationship. Who knows? Maybe you’ll be the next one to set an example.

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How video helped me quickly qualify 19,000 leads—and make a big impact

Our company AlayaCare Home Care Software is like the Tesla of the home healthcare software market. It’s an industry that is still dwelling in the dark ages when it comes to technology. Businesses still run on paper or software that is built on Microsoft access.

By contrast, our software is built in the cloud and has a really slick, beautiful interface. The minute we show it to prospects they’ll all agree it is the best looking solution out there. The trouble we have is in getting in front of those people to build US brand awareness.

Figuring Out How to Engage ‘Stone Cold’ Leads

I joined AlayaCare two years ago as its first salesperson. When I arrived, we had a marketing database of about 19,000 leads—mostly stone cold—assembled from various lists and such. My job was to get in front of these people quickly and make an impact.

Our first plan of attack was to create a five-step campaign in HubSpot, with a cadence of emails focused on the top five pain points people in the industry have, with each email driving back to a landing page on the website devoted to the problem. On each page, we’d have a short two-minute demo of our software demonstrating how AlayaCare solves that problem.

As we began building out our sales team further, we had everyone tasked with building these landing pages for their own campaigns, using the five evergreen videos. And even though we were using tech, it started to get unwieldy.

We also found that the home healthcare industry still responded really well to a telephone call. We had about a 15% success rate if we picked up the phone to call the prospect and give them personal attention. But that’s not very trackable.

Getting Creative with Personal Video

Then we were introduced to Vidyard. It offered us the perfect combination of efficiency and personal touch. In real time, we can shoot a personal video, which allows us to make that direct warm connection with the prospect and send it in an email along with one of our evergreen product videos, or another video talking about challenges facing the industry. It’s what I call hyper-personalized outreach.

We get their attention with the video thumbnail in the email and then, through personal video backed by some research, we get prospects to fall in love with us before they’ve even met us.

We do all kinds of creative things with our videos. For instance, we’ll creep their LinkedIn page, and then using the Vidyard tab feature, have us down in the corner looking up, or waving at the person’s picture. Or we’ll pull up their LinkedIn page in Google search results, then type the phrase “who is the smartest person in home healthcare” instead of their name in the search bar. I’ve dressed up once in a morph suit for one our generic ‘ask for a meeting’ videos. I’ll throw in a ‘celebrity endorsement’ for a giggle. And if none of that works, I’ve created a break-up song, set to the lyrics of “I will survive” that I’m in the process of turning into a Vidyard video.

Standing Out from the Crowd

Video allows us to stand out. Most of our competitors are still pretty stale in their approach to marketing. We come off as new and novel, which fits our young and hip brand.

But because Vidyard allows us to make that video personal, we also show a prospect that we care about them and have taken the time to know them before we reached out.

We’re able to build our videos, incorporate them into Hubspot campaigns, and then use Vidyard’s analytics to see if our prospects are engaging and to what extent. I can also use the Hubspot integration to have clients book time into my calendar for a demo.

We’ve sent out 600 videos using Vidyard to date. I can only see that number growing now that we’re using the entire Vidyard platform, not just GoVideo.

Viral Sales with Video

Prior to using video, our emails would be opened once or twice. Now we have dozens if not hundreds of emails that get opened 10+ times as they have gone “viral” within a company. We sent one email to the CEO of the second largest home health agency, and it was opened 75 times. We also find an old-fashioned phone call prior to a video sent by email works very well. It prompts people to be on the lookout for the email. If we do that, we find there’s about a 500% improvement in the open and click rates. The video is still the fire—but the voicemail is like the accelerant.

I can tell you that in my 17 years in real estate and software sales, sending thoughtful emails daily, I never once received a love letter back from a prospect. We now regularly receive those kinds of messages. We now have receptionists who recognize our voices because they saw the video. They can’t help but laugh at our antics and it brings their guard down.

There are now four reps on our business development team and 51,000 leads in our marketing database. And we’re on top of those leads thanks to our proven methodology, some creative sales tactics, and video.

The post How video helped me quickly qualify 19,000 leads—and make a big impact appeared first on Vidyard.

How Top B2B Video Sellers Use Video to Book More Revenue

Top Sales Videos 2018

Sherlock Holmes. Frenchies. Cacti (or is it cactuses?). Sick rhymes. 94% response rates. And millions of dollars in new revenue. The 2018 Video in Business Awards had it all, and we’re thrilled to share the stories of this year’s Video Selling winners so we can all learn from their video awesomeness.

Video has emerged as a powerful tool for modern B2B sales teams. Unlike email, phone, and social media, video offers a highly creative way to cut through the noise and build more personal relationships with buyers. It’s a great way to stand out, a better way to educate, and the next best thing to being there in person when it comes to connecting on an emotional level.

This year’s edition of the Video in Business Awards recognizes 12 marketing and sales teams using video in creative ways to deliver some pretty incredible results. No budget? No problem! The results achieved by this year’s winners were a result of big ideas, smart execution, and in some cases, a tremendous amount of courage to try something new and put yourself out there.

Five finalists were selected for each category, the winners and runners-up were selected by celebrity judges Jamie Shanks, Jill Rowley, Morgan J. Ingram, Marcus Sheridan, Trish Bertuzzi, and Max Altschuler. Without further ado, join us in congratulating—and getting inspiration from—the winners of the 2018 VIB Awards. The winners of the 2018 Video in Business Awards Sales categories. The video game is afoot.

The Video Selling Connector: Punch!

The Connector knows that it takes more than a catchy subject line to warm up a cold prospect. These team of sales development representatives (SDR) are using personalized 1-to-1 videos to stand out, book more meetings, and cush their quotas. They understand how to deliver a personalized message that will drive action, and aren’t afraid to try something new to get the attention they deserve.

Winner: Punch!
Runners-Up: Forrester, LeadIQ
Honorable Mentions: KPA, Pipefy

Combining personalized videos with experiential account-based marketing (ABM) campaigns—like the Sherlock Holmes themed video and campaign below!—the sales development team at Punch! is clearly differentiating themselves from competitors and booking more meetings with key prospects.

Video also allows their team to track and score actual content engagement within target accounts, providing a better understanding as to which prospects are spending the most time engaging with their content and expressing the most buying intent. Each video also contains a strong call-to-action such as providing prospects with the ability to book a discovery call straight into a calendar which is displayed as part of an integration at the end of each video.

“We’re experiencing a CTR of 31% across our campaigns when sending personalized video emails. Better yet, one in every 20 videos sent results in a discovery call. As a result of the human and unique approach, 50% of these discovery calls convert into opportunities. When you add it up, these video campaigns are more than 2x more effective than other tactics we’ve tried.”

Punch! Isn’t the only one using video to connect in a better way. LeadIQ’s top performing sales development rep, Jeremy Leveille, recently recorded 24 custom songs and raps for targeted accounts resulting in 23 responses (that’s a 96% response rate, folks) and 17 qualified opportunities. Ellie Twigger at Forrester is boosting attendance at events and booking more meetings for their account team with authentic one-to-one video messages.

The Video Selling Attractor: Listen360

The Attractor is fearless, fun, and extremely creative when it comes to standing out from the noise and attracting new prospects. This memorable sales team uses fun and creative videos to leave a lasting impression. No unsubscribes here, the Attractor is simply irresistible.

Winner: Listen360
Runners-Up: AlayaCare, Datadog
Honorable Mention: Bizible (a Marketo company), TimeTrade

Listen360 challenged their ordinary sales outreach process by getting their reps to interact more directly and personally with key target accounts. Targeting businesses with physical retail locations, they had their sales reps capture ‘on-the-street’ videos showcasing themselves interacting with their prospect’s brand at one of their physical store locations.

How Top B2B Video Sellers Use Video to Book More Revenue 4

“The results of this campaign were incredible! First, they went viral within the accounts, with key contacts sharing with others in their organization. We also had 100% watch each video and half of them replied expressing interest. Those that re-engaged resulted in demos scheduled. What’s incredible is that these were accounts we haven’t been able to connect with in over 2 years.”

Now THAT’s how you attract attention as a sales rep. The runners-up also have their unique approaches to standing out and building an audience. AlayaCare isn’t shy to record parody music videos for their key prospects to the tune of I Will Survive, while Datadog’s Jon Levesque is using thought leadership video posts on LinkedIn to attract his fair share of attention.

The Video Selling Engager: Imagine Business Development

The Engager drinks coffee, rings bells and uses video to stay one step ahead of their competition. This epic Account Exec (or entire team) uses targeted videos to create more opportunities, accelerate deal cycles, and increase close rates. From 1-to-1 video messages to customized demos and sales proposals, they use the power of video to personalize their message, build trust, and close deals, all while boosting their sales efficiency.

Winner: Imagine Business Development
Runners-Up: Igloo Software, Modus
Honorable Mention: Bluleadz, New Breed

Imagine BD already had a strong playbook to guide their sales process, but they knew that by incorporating video throughout the sales cycle they could improve even further. They took a strategic approach to consider where the video could help improve sales efficiency or enhance the customer experience. This led to developing three categories of videos to add to their sales process:

  1. Process/problem videos that focused on high-impact, early sales cycle issues that took significant sales time to explain manually (see example here)
  2. Focused videos that zero in on specific concepts directly related to the prospect’s business or to a specific solution we would be recommending (see example here)
  3. Personalized videos to support our proposals and recommendations (think video proposals rather than just a deck or PDF)

How Top B2B Video Sellers Use Video to Book More Revenue 5

“The results have been massive. We’ve cut rep inefficiency time down by over 40 hours/month, we spend 90% less time on opportunities that got disqualified in first half of sales process, we’ve increased our win rate by more than 20%, and our ‘first 90 days service issues’ have decreased by more than two-thirds.”

Runners-up Igloo Software and Modus are both using 1-to-1 personalized videos throughout the sales cycle to following up with prospects, create custom product demonstrations, answer common questions and build trust across buying groups. Thomas Buchanan from Modus notes:

“I landed my first 6 figure deal as an AE thanks to video and this deal had a record short sales cycle. I have never spoken to the busy executive who is funding the project but he knows me through my videos. We were able to engage all of the decision makers within 48 hours because of the use of personalized video messages”.

The Video Selling Innovator: Rant & Rave

These sales teams impressed us with their creative approach to targeting key accounts and to ensure they got the attention they deserved. From interactive, personalized video campaigns to the creative use of props to get into, then out of, a prickly situation, the Innovators are ahead of the pack in how they think about the potential of video to generate new sales opportunities.

Winner: Rant & Rave
Runners-Up: Charity Dynamics, Storyboard Media
Honorable Mention: Alleyoop, Quarry Communications

Already seeing success with 1-to-1 personalized videos in their sales development team, Rant & Rave decided to step it up a notch by incorporating personalized videos into creative account-based selling campaigns targeting tier-one accounts.

But we’re not just talking about waving with a whiteboard! Tieing into the themes of broader campaigns, their reps incorporated french bulldogs (none were harmed in the making of these videos), cactus puns, personalized demos, and other wow-worthy content into their outreach. Check out this paw-some example:

“Within 11 minutes of sending this video, we had a response saying they wanted to set up a meeting! A response that quick was unheard of in our company and set a new record, only to be broken by our next video campaign which produced a response in less than 2 minutes! We closed that deal within 25 days (yet another record) and each of these prospects are now happy clients of Rant & Rave.”

The runners-up each took a strategic approach to account-based selling campaigns as well. Charity Dynamics recording custom videos for each key prospect along with a customized content hub to not only get their attention but to drive an immediate conversion.

Storyboard Media created an amazing series of tailored videos (worth a watch for some great inspiration) to increase their email engagement by more than 400% and blow away their pipeline targets.

The Video Selling Dream Team: IMPACT

The Dream Team is firing on all cylinders when it comes to using video throughout the sales cycle and across their sales team. From outbound prospecting and opportunity management to onboarding and support, this team is using a mix of personalized videos, custom recordings, off-the-shelf videos, and more to transform the customer experience from the first touch to the latest renewal.

Winner: IMPACT
Runners-Up: 1Huddle, Call One
Honorable Mention: Dynamic Signal, MediaValet

Simply put, the sales team at IMPACT is absolutely crushing it with video as a way to support every stage of the buyer’s journey and to build trust within their community. How is the IMPACT sales team using video? Let’s hear it from them directly:

  1. Community Engagement: Interacting with our online community, IMPACT Elite, through weekly video updates. These videos build familiarity and trust among our community of customers, prospects, and those simply interested in learning.
  2. Inbound Lead Management: As our market becomes more and more competitive we have to find creative ways to set ourselves up as top contenders earlier on. We see video as an opportunity to virtually introduce ourselves and build a strong first impression early on. Since incorporating personalized video when managing inbound leads, we’ve seen a 90% increase in the number of meetings booked as well as shorter sales cycle as we’ve established trust and stronger relationships much earlier on.
  3. Meeting Follow-Ups and Recap Videos: After meetings, our reps do a quick video recap on the conversation they had with the prospect, and answer any follow-up questions they might have. This helps keep the excitement going, and also gives the prospect a video they can share with internal stakeholders who might have not been able to attend the meeting.
  4. The “80%” Videos to Answer Common FAQs: Our sales team has created videos to answer the typical questions we receive from 80% of our prospects. We use these videos at the beginning of sales conversations to help introduce our team of experts, and to answer FAQs before prospects even get a chance to ask. This helps address questions early on and cut down on extra meetings that would slow down the sales process. Here’s an example of one of our “80%” videos.
  5. Introductory Videos: Prior to a Client Success Manager having an exploratory call with a prospect we send them an intro video which gives the prospect background on the person they will be talking to and also provides a more human element to help begin building a relationship. It’s also an opportunity for the CSM to set expectations for the call.
  6. And more! The IMPACT team also uses Statement of Work videos to clearly explain their sales proposals, post-sales videos to welcome new clients on board, event promotion videos to drive customers to local events, and more.

“Simply put, video has been a game changer in helping us increase our number of meetings booked, shorten deal cycles, increase overall customer engagement and close more deals, faster! It’s impacting literally every stage of our customer lifecycle in a positive way.”

Like the team at IMPACT, runners-up 1Huddle and Call One have found success using a variety of video types across their sales teams to increase response rates, book more meetings, and accelerate deal cycles.

The Video Mastery Award

Video Master 2018

This visionary organization is embracing video to transform every stage of the customer journey. From marketing and sales to success and support, they use a wide range of video content to humanize their brand, educate their buyers, accelerate sales cycles, and connect with customers in more personal ways.

Winner: Tech Data Corporation

Runners-Up: Ceridian, Zycus

Ceridian, Tech Data Corporation and Zycus are all seeing tremendous results from incorporating video into the fabric of their marketing, sales and customer success programs. More than just a supporting character, video is playing a starring role in how they represent their brand, communicate with audiences and build relationships with their customers.

All three teams are leveraging video extensively across their digital, demand gen, social media and marketing communications, and have embraced Vidyard GoVideo to empower their sales teams with 1-to-1 personalized videos. Congratulations to these teams on taking a big step towards the future, and for making Business-to-Business look a lot more like Human-to-Human.

BONUS! Best Video to Support a VIB Awards Nomination: GPS Insight

So here’s the thing. We asked all nominees to post a short video explaining why they should win a Video in Business Award. The finalists for this surprise category went above and beyond to create a video that was hard to ignore.

Congratulations to our winner GPS Insight for taking us back to the early days of film; to our runners-up Danby Appliances for their 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.

But what about those Video Marketing award winners?

To learn about the winners of the 2018 Video Marketing award categories and how they’ve used video to get more attention and generate more pipeline, check out the following post: How The Top Video Marketers of 2018 Use Video to Generate More Pipeline

The post How Top B2B Video Sellers Use Video to Book More Revenue appeared first on Vidyard.

How Top Video Marketers Use Video to Generate More Pipeline

Top Marketing Videos 2018

Bunnos. Beef Loving Texans. Personalized videos to battle GDPR. Two minutes in the pool. And tens of millions of dollars in new pipeline. The 2018 Video in Business Awards had it all, and we’re thrilled to share the stories of this year’s Video Marketing winners so we can all learn from their video awesomeness.

Online video is changing the way that brands communicate with audiences. No longer is it a question of “why video,” but rather: how do we make most of it to connect with audiences in more engaging and impactful ways?

This year’s edition of the Video in Business Awards recognizes 12 marketing and sales teams using video in creative ways to deliver some incredible results. No budget? No problem! The results achieved by this year’s winners were a result of big ideas and impeccable execution, not big budgets.

Five finalists were selected for each category, the winners and runners-up were selected by celebrity judges Ann Handley, Jay Baer, Matt Heinz, Andrew Davis, Salma Jafri, and Linda West.

Without further ado, join us in congratulating—and getting inspiration from—the winners of the 2018 Video in Business Awards Marketing categories.

The Video Marketing Storyteller: PortoBay Hotels

First, we laughed. Then we cried. Then we subscribed for more. The Storyteller understands that the art of creative storytelling isn’t just for Hollywood. This exceptional marketing team writes masterful scripts that result in share-worthy videos that inspire action.

Winner: PortoBay Hotels
Runners-Up: Lucidchart, Thermo Fisher
Honorable Mentions: Contract Hound, Discoverorg

PortoBay Hotels was faced with a monumental challenge in May of 2018. With General Data Protection Regulation (GDPR) coming into effect in the European Union, they risked losing a sizeable portion of their addressable database if they couldn’t get individuals to opt-in for ongoing communications. While others sent utterly ignorable emails begging customers to give their permission, PortoBay Hotels took a different approach to ensure they would stand out and inspire their customers to act quickly.

They delivered an irresistible personalized video campaign with exceptional storytelling, resulting in a whopping 65% of their database opting in for future communications! Here’s an example of the video personalized for an individual named Marta Uceda (note that the video was personalized for each individual recipient to boost engagement):

The runners-up exhibited an incredible knack for storytelling in the B2B space. The LOL-worthy “Lucidchart Explains the Internet” series has garnered more than 170 million views and a massive ROI. These are possibly the best B2B software “ads” ever (do yourself a favor and binge watch).

And for an inspirational dose of customer storytelling, check out Thermo Fisher’s Keep Seeking video series where they tell the stories of their customers, modern scientists, through the lens of one of their greatest challenges: facing failure almost each and every day.

The Video Marketing Contender: No Lift Install System

These small businesses prove that video doesn’t have to be a big production to get big results. The Contender is a small business using video to stand out from competitors and punch above its weight class. This scrappy and resourceful team uses creative and authentic video to stand out, boost engagement, and generate big business on a small budget.

Winner: No Lift Install System
Runners-Up: River Pools, Synthio
Honorable Mentions: Leighton Interactive, Mango Languages

No Lift Install System provides a unique solution for countertop installation professionals that the written word just won’t do justice. This small business recognized that their product had to be seen to be appreciated, and that the human stories of their clients living healthier lives as a result of their solution had to be heard.

This resourceful team didn’t let a modest budget get in the way of creating dozens of powerfully authentic videos to showcase exactly what their product could do and what type of impact it was having on their clients. Check out the No Lift Install System YouTube channel to browse their full library of videos.

“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 also used a wide range of video content to generate more inbound leads and improve the customer experience. River Pools’ library of over 100 educational videos has helped them more than double their annual flow of leads and increase the size of their dealer network by five times. Synthio is using in-house created videos to fuel the success of everything from inbound marketing to outbound sales to customer communications.

The Video Marketing Visionary: Loyola University Maryland

From syndicated video content series to brilliant hyper-personalized videos, to super authentic social video, these marketers are ahead of the pack and reaping the benefits of being first-to-market with creative video experiences that truly stand out. Recognizing that ‘good enough’ is no longer good enough, these marketers are creating exceptional video experiences that engage prospects and customers in unique and innovative ways.

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

After running a small personalized video campaign in 2017, Loyola University Maryland heard from a number of new students that their personalized video set them apart from other schools, playing a material factor in their enrollment.

The success of that campaign prompted them to do something bold and send out their admission decisions via personalized video to drive more students to accept their offer. Now that’s what we call ‘visionary’ for the education market! Here is an example of the video personalized for a prospective student 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 leading provider of conversational marketing solutions for business, has taken their own conversational tone to the next level with an innovative approach to social video. Drift has found significant success with their approach to episodic video series (including Coffee with a CMO and Seeking Wisdom) and conversational videos on LinkedIn.

Meanwhile, the Texas Beef Council has found the perfect recipe for online audience engagement with their highly impactful BBQuest video series, which has netted them more than 4 million minutes watched since the series launched just over a month ago (not to mention a healthy impact on sales).

The Video Marketing Performer: Act-On

Talk about business impact! The Performer knows that when it comes to video in business, view counts don’t count. This team uses video throughout the buyer’s journey to generate more leads, accelerate pipeline, and close more deals—and has the data to back it up. The Performer is a best-in-class example of how to use video content and video analytics in a strategic and integrated way to deliver real business results.

Winner: Act-On
Runners-Up: Gordian, IR (Integrated Research)
Honorable Mentions: Mulesoft, Smashfly

Act-On originally started with video as a way to offer on-demand webinars for lead generation. But as they say, webinars are simply the gateway drug for a broader video strategy! Act-On now uses video extensively throughout their entire marketing and sales funnels. Their videos build brand awareness, generate leads, accelerate deal cycles, and onboard new customers. They also use personalized videos to surprise and delight (and drive really high engagement!).

Thanks to their 8-minute on-demand product demo, live and on-demand webinars, video-based customer stories, thought leadership series, and much more, Act-On has seen a 40% increase in lead volume, 4x more engagement time in their content, two times higher response rates to outbound sales programs, and a 70% increase in email nurture engagement thanks to their video strategy. Whoa.

The teams at IR and Gordian have also seen a significant impact to their marketing performance thanks to video. With a new video-based ‘demo center’, IR has seen a 410% increase in the amount of pipeline generated via its website and a significantly increased close rate. Gordian recently launched a new video series Job Order Contracting 101, which has influenced millions of dollars in pipeline and revenue in just a few short months.

The Video Marketing Trailblazer: Impulse Creative

This exceptional marketing team is using video in creative ways to fuel the success of digital marketing, demand generation, brand, and social media programs. They’re using video in unexpected ways to stand out in their market and blaze new trails for their business.

Winner: Impulse Creative
Runners-Up: CPower, Marketo
Honorable Mention: GPS Insight, Thomas

Imagine creating several new videos every day while ensuring every blog post you publish is supported with video content. Imagine doing multiple episodic video series at the same time along with social video on YouTube and LinkedIn to expand your reach and diversify your message. Now imagine doing all that amongst just a few people in a business of less than 20 total employees. There’s no better word to describe Impulse Creative than ‘Trailblazer’!

This incredibly resourceful team is blazing new trails when it comes to how they use video to build their community, establish trust, and generate new business opportunities. From their highly engaging Sprocket Talk series to their wide range of thought leadership, Impulse Creative is setting the bar for their advanced use of video to engage their community. And did we mention that every blog post they publish includes a custom video teaser for the article? Wowza.

Runner-up CPower is blazing trails in the energy industry by leveling-up their content strategy with video. Thanks to their use of creative video and their Demand-Side Energy Management 101 series, CPower has dramatically increased engagement in website content and email campaigns, increased lead flow by nearly 250% year-over-year, and improved response rates to outbound sales by 60%.

Marketo, the leading provider of engagement marketing solutions, is boosting their own audience engagement through the strategic use of online demo videos, customer testimonials, video-based thought leadership, personalized video campaigns, and more.

The Video Mastery Award

Video Master 2018

This visionary organization is embracing video to transform every stage of the customer journey. From marketing and sales to success and support, they use a wide range of video content to humanize their brand, educate their buyers, accelerate sales cycles, and connect with customers in more personal ways.

Winner: Tech Data Corporation

Runners-Up: Ceridian, Zycus

Ceridian, Tech Data Corporation and Zycus are all seeing tremendous results from incorporating video into the fabric of their marketing, sales and customer success programs. More than just a supporting character, video is playing a starring role in how they represent their brand, communicate with audiences and build relationships with their customers.

All three teams are leveraging video extensively across their digital, demand gen, social media and marketing communications, and have embraced Vidyard GoVideo to empower their sales teams with 1-to-1 personalized videos. Congratulations to these teams on taking a big step towards the future, and for making Business-to-Business look a lot more like Human-to-Human.

Inspiration and Lessons Learned from 5 Award-Winning Video Marketing Programs

Top Marketing Videos 2018

5 award-winning video marketing programs, 5 healthy doses of video inspiration for every marketer. Now you can dive deeper into how they did it, and walk away with new practical ideas for how to use video more effectively throughout your organization. So whether you’re a small business just getting started or a large enterprise looking to mix things up check out our Fast Forward session

BONUS! Best Video to Support a VIB Awards Nomination: GPS Insight

So here’s the thing. We asked all nominees to post a short video explaining why they should win a Video in Business Award. The finalists for this surprise category went above and beyond to create a video that was hard to ignore.

Congratulations to our winner GPS Insight for taking us back to the early days of film; to our runners-up Danby Appliances for their 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.

But what about those Video Selling award winners?

To learn about the winners of the 2018 Video Selling award categories and how they’ve used video to boost response rates and close more deals, check out the following post: How The Top B2B Video Sellers of 2018 Use Video to Book More Revenue

The post How Top Video Marketers Use Video to Generate More Pipeline appeared first on Vidyard.

Video Production Tips: How We Created Our Halloween Video

For Halloween, we launched our first ever TV show/theme song/90’s revival parody with the Vidyard Family version of the Addams Family. Holiday videos are kind of a tradition at Vidyard, but this video outperformed any of our previous videos by leaps and bounds.

If you weren’t lucky enough to see it when it was first released, here it is again.

As a marketer who loves to utilize video – I thought I’d sit down with our video team after the shoot to find out just how they accomplished some of the cooler aspects of this video. Here’s what I learned about video production, and some insider tricks you might find interesting, too!

Video Production: Creating Illusions on Film

#1 The Full- Body Drag

Making of Vidyard Halloween Video - Dragging

 

A lot of thought went into this shot. Mat King, Video Production Manager at Vidyard, explained that it was important in this scene to make it look like Lurch was actually dragging Wednesday and Pugsley and not just walking along with them. Mat was initially planning to have Wednesday and Pugsley crouch down and walk slowly with long steps beside Lurch, but after a few minutes of planning this out on set with Blake, our Creative Director, and Mat thought of another, resourceful idea.

“I just looked over at our skateboard wall and was like, oh hey – we’ve got longboards right here. Why don’t we just use these?” said Blake Smith, Creative Director at Vidyard.

 

 

 

 

 

So Blake got in there right away and used skateboards to help. Blake pulled and Tyler pushed the two on skateboards with his forearms. Mat coached our staff on how to crouch down and slump their shoulders in order to create the appearance of their body weight being lifted from the back of their neck. As Mat says, giving proper direction is absolutely critical to the success of live-action videos:

“The ability to give direction is really important. You’re the one with the vision in mind. It’s really important that you communicate your vision well so you don’t have people just acting out their own interpretation of your vision.” Mat says that if you give people sequential instructions, they can figure it out. From his experience, “if you just give your actors one action to do, they’ll do it and then look at the camera, which pretty much always renders that shot useless, unless you’re making really tight cuts. If you give them multiple steps and let them know how to finish at the end, you’ll be golden.”

#2 Making Electrocution Look Real

Making of Vidyard Halloween Video - ElectrocuteMaking of Vidyard Halloween Video - Electrocute#

Watch this shot closely. What is it that makes it look realistic? It’s not actually the “lightning bolt” effect, but the lights strobing in the background. But of course, in his usual style, Mat did take a few shots without the strobing lights just in case the effect didn’t work out well once they got down to editing. He’s always making sure there are options to play with! The electrical currents are definitely necessary here, though. That was an effect in After Effects called “electricity”. All you have to do is show where you want to the current to start and end and it essentially does the rest for you!

The other thing that makes this scene is the props. Mat and Blake recreated their own electric chair with a mic stand, a metal salad bowl, and some extra wire taped on to the bowl. As Mat puts it, “it worked out really well that the props could look homemade just due to the quirky nature of the Addams family”. While homemade props are a lot easier to work with, Blake and Mat still spent a fair amount of time sourcing the right props at Value Village. For example, this bowl had to be big enough to fit Garth’s head without being too large. It also needed to be deep enough to get a good portion of his head inside the bowl. There was a lot to think about!

#3 Turning ‘on’ the Bulb in Uncle Fester’s Mouth

This one is relatively simple, but it’s still something I had questions about. I mean, obviously they didn’t plug the light bulb in, so I assumed that Blake and Mat added this in post-production. Turns out there are such things as prop light bulbs! Garth (acting as Uncle Fester) took one for the team here and wrapped some tinfoil on the end of his tongue. Whenever the cue came to light up the bulb, he would just touch his tongue to the end of the bulb, complete the circuit, and voila! He did say that there were a couple times he got a pretty good tingle. So be careful of this one if you’re planning any ‘light bulb lights up in mouth’ scenes.

Making of Vidyard Halloween Video - Light Bulb

#4 Building Real Life Moving Photos

Making of Vidyard Halloween Video - Moving Photos

 

To get this shot, Mat and Blake filmed 4 different segments: one of Lurch dusting the wall and one of each of the people in the portraits. In post-production, Blake adjusted the lighting on each so they were all comparable, then masked out the centre of the frame so that it became transparent, moved the videos in behind the frame and moved them around until the subjects were in the right spot. They found the frames online after searching for “Victorian, Gothic Frames” (or something like that!), but one thing they made sure to do was to create a backup shot with actual frames that were on the wall. Why? Because if they couldn’t find the frames they wanted online, they would have had to recreate the entire scene, just when they thought they were done filming!

“Usually you don’t use the back-up, but especially when you’re getting into more technical things, this can really save you.”, Mat explained.

#5 Turning V-bots Claw into the Real ‘Thing’

Making of Vidyard Halloween Video - Vbot Claw

This representation of ‘Thing’ from the real Addams Family is the craziest, most complicated, and definitely most awesome effect of all of the effects in this video. Mat and Blake spent a lot of time brainstorming how they could add Thing into the video in an authentic way – i.e. it actually just being a floating hand, of sorts. (Of course, we adapted the bodiless hand to be a claw for a little Vidyard brand infusion.) Mat and Blake determined that having the claw jump in and land on a chair was a great way to showcase this effect, so they created a scene to make this work using Morticia, who was a stoic figure, sitting formally in an armchair.

In order to have the claw look realistic and not just be dragged in awkwardly by some fishing line and flip-flopping about, Blake used a two-layer process. The first layer was shot as you see it, but with Blake wearing the claw and a blue sweater. The blue was used as an alternative to the typical “green screen” approach because we couldn’t use green due to the similarity in color to V-bot’s claw. But blue is another color that can be easily removed from shots.

The second layer called a backplate image was a still shot of the scene. If there was no secondary image then when Blake removed his own arm (yep – I just typed that) in After Effects during post-production there would just be a black hole where his arm was previously. A critical tip is doing this with the shadow as well! Leaving the full shadow in would include Blake’s arm, so that portion had to be removed. Mat described this to me saying “you couldn’t rely on the blue in this scenario to pull out the arm shadow, but you have a little more leeway with shadows because they have a softer focus and therefore a less-defined edge. If you don’t pull it perfectly, it’s unlikely anyone will notice.” And yes, you do need the shadow. Even though people might not be able to pinpoint what’s off without a shadow, they’ll know something is!

Making of Vidyard Halloween Video - BackslateMaking of Vidyard Halloween Video - Vbot Claw

In order for Blake to remove his arm from the shot, he had to track the jump of the claw so he could remove the arm throughout the whole motion. Blake and Mat did all of this in After Effects although Mat explained that it could also be done in Premier – it would just be a little more time-consuming!

Take a peek into the real editing process here as Blake explains the process to our design team!

Killin’ It in Black and White

“Shooting in black and white comes down to adding the appropriate level of contrast and planning ahead of time”, says Mat. “It’s not enough to film in color, desaturate your footage, and move on with it.”

Mat explains that producing a black and white video involves tweaking your black tones, mid, and highlights. “If you’re going for a retro look (like we were), you up the highlights so the skin is bright. You really do need these three layers of shading to sell the contours of people in your video.”

In every single shot, Mat took a photo on his DSLR camera on the monochromatic setting to get a feel for the black and white appearance of the regular scene. This helped him to determine if there was too much black, too much highlighting, or not enough contrast. For example, in the scene with Pugsley chained to the wall with the apple on his head for Wednesday’s shooting practice, Mat and Blake initially set up the shot with a red apple on Ji’s head. When he looked at the monochromatic shot, though, Mat realized there wasn’t enough contrast and switched that Red Delicious for a Golden one!

Making of Vidyard Halloween Video - Contrast

Taking monochromatic photographs throughout also helped him to adjust the exposure for each scene which made color balancing easier later on. As Mat explains, “there’s only so much adjustment you can do later on. If each scene is drastically different in grey-levels and contrasts it’ll stand out in the final product.”.

Mat taught me that if you’re using the second videographer to edit footage in post-production, to make sure they do so in full color and send you the source files in full color. You’ll want the switch to black and white to be done by one person since there is actually quite a large spectrum of “black and white” and one person’s conversion may look different than another’s.

The most important tip Mat had for those looking to create a video in black and white is to “re-approach” – or in layman’s terms, walk away from your video editing and coming back later. Your eyes adjust after looking at something for long enough so they may trick you into thinking your black and white video looks well-balanced when it’s really not. Walking away and allowing your eyes to reset will help you optimize your blacks, mid-tones, and highlights.

Final Thoughts on Video Production

When asked if there was anything else he wanted our readers to know about this shoot, Mat said “it seems like this video was really simple, but it was so important that we planned this out. Without the pre-planning, storyboarding, scripting, and prop planning, it just wouldn’t have turned out like this. Oh and also, if you haven’t done anything like this before, practice. Do tests to see if your scenes are going to work, if you have your lighting on point, etc. Practicing can make a world of difference when you do it before everyone’s on set and you only have 10 minutes to complete a scene.”

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