inContact is the industry leader in cloud contact center software, helping contact centers improve the cost and quality of the customer experience. Winner of Frost & Sullivan 2012 North American Cloud Company of the Year in Cloud Contact Center Solutions, inContact is used to handle more than one billion calls per year by over 85,000 agents at 1,300 call centers globally.
Like any modern marketer, inContact wanted to create marketing campaigns that would help them stand out from their competitors and prove themselves as an industry leader. That’s why they turned to video; the company knew that the video experience trounces the standard white papers and data sheets of the traditional B2B marketing space.
inContact’s marketing department began producing video content in-house, as well as outsourcing larger video projects as needed. They met the needs of their sales funnel by building a video portfolio that engaged leads across multiple channels through customer testimonials, promotional content, and interactive product demos.
In just a short time, with an expansive library distributed across so many channels, it became evident that the marketing team needed a way to make video hosting and distribution scalable. The videos needed to be easier to manage, even by people on the team who were a far cry from “techy”.
And, at least as vital as the need to scale and easily manage, was the need to leverage video assets to drive conversions through the funnel, and track the ROI on their investments in video. They weren’t after view counts, after all, they were after new customers. But how could they know which video campaigns were generating the right leads, influencing new customer deals and truly contributing to the bottom line?
Having solid marketing automation integration was an absolute must when we evaluated video vendors. Vidyard’s integration with Eloqua is easy to use and is one of the features that sold us. We use Eloqua plug-ins heavily and the Vidyard Cloud Connector never fails us.
After shortlisting a number of video platform solutions, inContact selected Vidyard and easily migrated over 280 video assets with detailed SEO metadata in only two weeks.
Immediately, the platform began proving its value. The entire marketing team now has access to tools that are easy to use, which means no more bottlenecks when publishing new videos and running new campaigns!
An easy, efficient experience is one thing, but what about the effectiveness of their video content? Well, the Vidyard platform provides analytics on the performance of video content and campaigns, down to each video. This way, the team knows what’s working and what isn’t, and they can edit videos as needed. Now, they have the insights to increase engagement, and move leads through a more engaging content journey.
Now for the Best Part: Insights in Eloqua
The real game changer for the team is Vidyard’s integration with Eloqua, which enables the team to track the video-viewing activity of each lead. Vidyard has helped inContact implement more accurate lead-scoring based on this viewing history. For every video a prospect watches, their lead score increases within Eloqua, and the marketing team is able to trigger automated follow-up to the right prospects at the right time - and based on the content they’re most interested in!
Taking full advantage of Vidyard’s integrations and engagement data, the marketing team can now see the direct results of their efforts. Within a short period of time inContact had used video content and analytics to help generate more than 1,400 new leads, close an impressive amount of deals, and double event revenue year-over-year.
Naturally, the marketing team couldn’t be more thrilled. It wasn’t just luck or counting views, this was the result of the strategic use of video content and video analytics. The team succinctly acknowledges that “Our best return on investment from a video is a won deal from a prospect who started their journey with a video. Our campaigns with integrated video are some of our most successful and have influenced millions of dollars in the sales pipeline”.