Using Video to Outmarket the Competition

Integrating video into every step of the buyer’s journey

Matt has a fondness for video-based marketing. When he arrived at Miovision, one of the first purchases he made was a video camera. He just plunged in and began experimenting. “Video scares a lot of marketers. They think they need a videographer on staff or an expensive outside agency. After I got my camera I just started making videos. It worked well and the feedback was quite positive.”

In parallel, Matt discovered that one of his colleagues on the Miovision support team had also begun using video. “We were both experimenting with video and we were seeing good results. So we had a meeting of the minds. We decided it was time to invest in a video platform that would allow us to get the most out of what each of us was doing.”

Matt and his support colleague were initially using Wistia for video hosting but found the solution rather limited. “It was pretty good for video recording but its integrations were weak and it became pretty limited the more you tried to do,” says Matt.

Matt knew he needed a platform that would support Miovision’s shift to becoming a video-first company. “Vidyard is a far more versatile video platform. It operates off the concept of players and videos as separate items, which is very powerful when you get your head around it. For instance, you can create a playlist, or use embedded fields to pull in videos. We rely heavily on webinars and have lots of on-the-shelf content. With Vidyard, we can pull in a webinar recording that’s sitting in our marketing automation platform (MAP) and extend and maximize its shelf life. Vidyard also provides us with valuable sales-related data and allows us to gate all video-based content so we can capture leads in our MAP and CRM. It’s just fantastic from an analytics perspective. Really robust on the back end.”

Because the Miovision team was already using video in multiple campaigns, it began experimenting with Vidyard’s reporting prior to the official onboarding of the full solution. “We didn’t want to miss out on getting Vidyard analytics for any of our campaigns,” explains Matt. “Vidyard’s team was super helpful, stepping in to get our current campaigns outfitted with video and educating our different departments on how to use the system,” says Matt. “It allowed us to become early experts internally. The whole company went from never using Vidyard to using the solution across multiple functions in just a few weeks.”

Matt and his team have used Vidyard to integrate video into every marketing process. “Every time we go to execute on a process we ask ourselves, ‘what are the stages where we can leverage video?’ For instance, as soon as we have a topic for a webinar, we now book a filming date and in one sitting record a webinar invitation video, a date reminder video, a ‘thanks for coming’ follow up video, and a ‘sorry we missed you’ video. No matter what path a prospect might take, we have a piece of video content custom-tailored for that purpose. We also record the webinar and cut it up into chunks. It all goes into Vidyard. This way, at every step of the marketing and sales process, our prospects have video of someone talking them through it.”

Video has helped Miovision stand out from its competition and create brand recognition. It’s also driving familiarity with sales prospects by putting faces to names. Through video, a prospect may hear from a product marketing manager they met at a tradeshow, meet the sales rep who is responsible for their account, and/or regularly interact with other “faces” of the Miovision brand. Matt recounts how his team recently launched a creative campaign using video, direct mail, and a clever giveaway to drive interest for Miovision’s participation in a major US trade show. Says Matt, “Traditionally in our industry it’s been a challenge to generate prospect interest prior to a show. This time, however, we had qualified leads engaged before the show even started!”