The main asset of this campaign was an interactive assessment, which allows video marketers to determine how advanced their video marketing methods are. This assessment was gated for lead generation,
plus all information from the assessment was collected and integrated into Marketo and Salesforce. This enabled the Vidyard team to nurture and follow up with the audience with hyper-targeted content.
Vidyard’s sales team was armed with unique content packages that aligned with each level of the maturity model. The Vidyard sales team received qualified leads from the campaign and followed up directly to offer
actionable insights — supported by the Vidyard platform — on how each marketer could take their organization to the next level of video marketing maturity. Anyone that wasn’t followed up with by
sales was added to an email nurture flow.
The assessment was promoted through email, a blog post on Vidyard’s blog, YouTube advertising, Vidyard’s monthly newsletter, organic and paid social media, a SlideShare, SEM,
Vidyard’s website chat tool and a segment in Demand Gen Report’s special report focused on video content in B2B.