Lenovo, one of the world’s largest PC makers, aspires to make personal technology devices people love to use. One of the global Fortune 500, Lenovo drives the future of desktop computers, laptops, and tablets.
“My paycheck doesn’t come from views, likes, or followers. We get paid because of what closes.” So says Michael Ballard, Demand Generation Strategy and Operations Manager at Lenovo.
The technological device industry is always changing in that it’s always innovating, and never changing in that the competition is tremendous, and customers are always looking for the latest and greatest thing. That’s why Lenovo embraced video in their marketing strategy: it’s clear the medium is preferred by audiences over any other content type.
Video can generate a lot of views, but it seemed to pose the same struggle as with any other content form: like a traditional white paper, for example, you may know if someone downloaded it (or clicked play), but you don’t know if, or how much of it, they consumed. You don’t know if they’re actually engaging with your message.
Ballard was a B2B marketer on YouTube, creating high-level content to increase brand awareness. But was there really a better way to do it? Could video be used through the whole funnel to generate more leads and provide insights into content effectiveness as well as customer engagement? Could these insights be incorporated into Eloqua, Lenovo’s marketing automation system, to strengthen lead-scoring and drive higher conversion rates?
Why yes, yes it can.
Vidyard allows us to score our audience based on what percentage of a video they completed. That way we know that the viewer was truly engaged and deserves the score they are getting. We follow up differently with someone who watched a video all the way through – or re-watched it – than someone who turned it off after 10 seconds.
Oh, you want to hear more? Here are just some of the amazing things Lenovo discovered they could do after implementing Vidyard:
Through Vidyard, Lenovo can engage with their target audiences like never before. With customizable tools like calls-to-action, splash screen selection and A/B testing, and even the option to integrate poll questions directly into video for an interactive experience, Lenovo is making sure that viewers aren’t just watching videos and clicking away. They’re driven to take the next action along a content journey.
Now, Ballard and the Lenovo team can also tell not only which videos each prospect watches, but what percentage of each video they watch. Not only do these analytics help the team optimize their content for greater conversion, the insights are integrated into Eloqua, Lenovo’s marketing automation platform.
Customer insights integrated into Eloqua from Vidyard, including second-by-second viewing data, have greatly strengthened Lenovo’s lead-scoring model: unlike with other forms of content, the team can determine how deeply a prospect is engaging with content. Did the viewer watch 30%? 75%? Did they watch all the way through?
Leads are nurtured based on these insights; someone who watches 30% of a video is provided with different follow-up content than, say, a lead who devours all of the content. Knowing exactly what viewers are interested in (and how interested they truly are) means that Lenovo can move leads through the sales funnel by offering them the content that matters most, when it matters to them.
With the power of asset performance and customer engagement insights, Lenovo has discovered that video can be used for so much more than top-of-funnel brand awareness videos. Although the company’s top-of-funnel NASCAR pit-stop challenge is one of their top ranking assets, product videos and webinars move viewers along different content journeys, and through the sales funnel.
With increased investment in video, Lenovo required the means to track and demonstrate the return-on-investment of individual asset production, as well as full-scale video marketing campaigns. Now, using Vidyard, Lenovo has the capability to track how each video is impacting lead generation, pipeline development, and actual closed revenue.
One of the most exciting parts? Vidyard isn’t just for reactively measuring asset performance and customer engagement. The insights provided enables the team to make better-educated decisions when creating future marketing campaigns for even greater results.
Now, no matter how the industry evolves, Lenovo will be ready to wow, and get results that they can take to the bank.