Video Content
The Goal
Booker wanted to introduce and build its brand and positioning in the pet services market, a vertical not known for being tech-savvy.
The Asset
Booker created a series of six humorous videos featuring dogs to illustrate ways the company can help SMBs grow their businesses. They can use the software to book appointments, manage inventory, maintain customer records, and track sales. Each of the videos demystified the technology know-how necessary to use the tools, making it an appealing solution.
The Results
The video content drove 500 inbound leads and more than 100 closed deals within three weeks pre-vertical launch, which rocketed Booker into the pet services space.
Lesson Learned
Use videos to convey simple ideas and appeal to the interests of your buyers in specific industries. Not only are videos fun, but they are also easy to see and share on social!
The Goal
Cisco wanted to promote a B2B thought leadership series of interviews with CIOs.
The Asset
Cisco created a mock movie trailer called, “Fast Innovation and the Slow Waiter.” It featured CIOs and technology leaders from leading organizations discussing with a dim-witted waiter how they are leveraging technology to help grow revenue, reach new markets and innovate faster. The trailer leads viewers to Cisco’s Connected Futures, its online publication, for the full CIO video interviews.
The Results
The video, launched on YouTube in November 2015, has garnered 1,331 views and has been shared on social media, including Facebook, by key industry influencers. This is more than five times the average views Cisco video assets typically receive.
Lesson Learned
Humor is an effective device to capture attention and engage users on topics that can often be considered dry or boring.
The Goal
In “The New Guy” campaign, a series of sitcom-style videos speak to customers’ problems, followed by a series of E-books that map out solutions. The video and E-books are meant to be devoid of acronyms and technical jargon in order to keep buyers’ attention.
The Asset
Video and E-books are designed to be complementary. The E-books are laid out in a Q&A/RFP-style format.
The Results
Video views for the series have topped 600,000. Approximately 25 leads converted early in the lead generation cycle.
Lesson Learned
Combining video marketing with E-books can help companies address customer pain points and potential solutions in an engaging and educational manner.