Winners of 2016 Video Marketing Awards Announced at Viewtopia

The VMAs recognize organizations that are using video content and analytics in exceptional ways to expand their audience, generate demand and empower their sales teams to close more business. The videos were the most shared and the most viewed assets Lenovo commercial marketing had ever produced. They increased the number of marketing qualified leads by 250% and improved lead quality by 200%. The company launched a personalized video campaign targeting 10,000 leads to build awareness and identify their most engaged prospects. SolarWinds continues to invest in video as a primary content medium for marketing and communications, brand and social media to build and engage its B2B buyer’s audience. In its “Why Jonas” video, the company created a video that explained to customers how Jonas could help them. The company has invested in a series of product and testimonial videos and is tracking audience engagement to help identify, qualify and convert more leads. Based on the early success of video content, Terminus now leverages custom and personalized video for outbound prospecting, ABM, event awareness, customer testimonials and product demonstrations. The company has produced eight customer testimonial videos this year with four more in production. 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.

KITCHENER, Ontario–(BUSINESS WIRE)–Vidyard,
the video platform for business, today announced the winners of the
2016 Video Marketing Awards (VMAs), recognizing innovative
marketing and sales leaders at Viewtopia, the company’s annual
video marketing summit. The VMAs recognize organizations that are
using video content and analytics in exceptional ways to expand
their audience, generate demand and empower their sales teams to
close more business.

“Video has become the medium of choice for modern marketers to
engage, entertain and educate their audiences”

Tweet
this

“Video has become the medium of choice for modern marketers to
engage, entertain and educate their audiences,” said Vidyard CEO
and co-founder Michael Litt. “They are creating incredible
high-quality content, measuring its performance and using detailed
analytics to turn viewers into customers and revenue for their
organizations. And the results are coming whether the organizations
are large or small, whether the videos highly produced or done on a
budget. These winners prove the power of video to connect with
audiences and improve the bottom line.”

Below are the winners and finalists in each VMA category:

Video Marketing Campaign of the Year
Winner: Lenovo with agency partner Traction
Finalists: Philips, Elemica

Lenovo’s marketing efforts had primarily consisted of tactics at
the bottom of the funnel. With the launch of the Lenovo ThinkPad
Yoga 12 Ultrabook, an all-in-one laptop and tablet, the company
hoped to broaden its exposure to a larger audience than they had
currently been marketing to and to re-engage dormant customers.
They also wanted to educate users while making them feel
entertained. The campaign played out in the form of five videos,
including “Know
your Chad” and “See
Jane Run at Top Speed,” and a series of tongue-in-cheek
illustrated “Survival Guides” for IT viewers to enjoy and
commiserate over.

Results: Lenovo saw an immediate lift in video completion
rates from 70% to 96% — a clear signal that the campaign was
working. Engagement soared with a 400% lift over previous
benchmarks. The videos were the most shared and the most viewed
assets Lenovo commercial marketing had ever produced. Lenovo
surpassed its target of 17,000 new leads by 50% with over 25,000
and blew away its goal of 34,000 reactivated leads by engaging over
91,000 contacts. They increased the number of marketing qualified
leads by 250% and improved lead quality by 200%.

Best Personalized Video Campaign
Winner: Reltio
Finalists: Veracode, Influitive

Reltio wanted a new way to build awareness and drive interest it
its flagship product with a top-of-funnel awareness campaign. The
company launched a
personalized video campaign targeting 10,000 leads to build
awareness and identify their most engaged prospects.

Results: Nearly 30% of all individuals who opened the
email clicked through to watch the video. That marked a 10X
increase in click-through rates compared to their average marketing
campaign. Reltio is now launching a second personalized video
campaign as part of its account-based marketing effort.

Best Use of Video for Sales Prospecting or ABM
Winner: MongoDB
Finalists: Act-On, P2 Energy Solutions

MongoDB wanted to use more customer testimonials to show the
impact that MongoDB could have on their organizations. With a small
marketing team and small budget, MongoDB picked a
few
customers to do high-quality
testimonials. The end goal was to provide powerful assets for
the sales team to better engage key prospects and move them through
the buying journey faster.

Results: The sales team was ecstatic, and the videos
become one of their top three calls to action in outbound outreach
efforts to new prospects. The videos also served as tools for new
sales reps to learn how customers use MongoDB.

Best Online Video Presence for a B2B Brand
Winner: SolarWinds
Finalists: Applied Predictive Technologies, Prophix

Video is a key component of the SolarWinds marketing strategy,
helping the company create a unique, relatable voice that stands
out for IT professionals. The video team is a big contributor to
brand, social, product and demand gen creative campaign strategy
and leverages a multi-channel distribution strategy to reach its
audiences across the web. Its videos have been featured on
Huffington Post, Buzzfeed, Reddit and other media sites.
SolarWinds’ customers are IT professionals, and the company uses a
snarky, geeky tone to connect with its audience. Top examples
include “Happy
IT Professionals Day” “Free
Tool Brack-IT-ology”, “Meet
the Head Geeks,” and their newly released parodies of hit show
Stranger Things called “Stranger
IT.”