The technological device industry is constantly innovating, and Lenovo’s customers are always looking for the latest product. The company embraced video as part of its marketing strategy, since its customers prefer the medium. However, it was difficult to measure how much of the video’s content viewers consumed, even if there was data to illustrate video clicks and downloads.
Another challenge Lenovo faced was creating compelling video content that engages customers. “The play button is the most compelling call to action on the web, but there is a problem: Our attention spans have shrunk,” said Michael Ballard, Senior Manager of Digital Marketing at Lenovo.
By integrating with Vidyard, Ballard and his team were able to identify which videos their prospects watched, and what percentage of each video they watched. With this intel, the Lenovo team was able to optimize their content for greater conversion — all within the company’s marketing automation platform Eloqua.
“If I know [prospects] have been engaging with top-of-the-funnel content and showing signs of digital behavior moving down the funnel, then I can serve up the video that’s next in the step,” said Ballard. “We can take the intelligence and serve proper video content.”
By integrating Vidyard with Eloqua, Lenovo was able to:
- Determine prospect engagement with content. Did the viewer watch 30% or 50% of the video? Did they watch the video all the way through?
- Nurture leads based on how much of the content was viewed.
- Get insight into what viewers are most interested in, in order to move them through the sales funnel.
- Create personalized video down to the individual.
By using Vidyard, Lenovo is able to reactively measure asset performance and customer engagement. Now, 80% of Lenovo’s top-performing videos are watched from beginning to end. With video, the company has seen:
- An increase in click-through rates 4x the normal benchmarks; and
- A lift in engagement rates by 55% per page visit.
The partnership resulted in better-educated decisions when creating marketing campaigns. Lenovo’s investment in Vidyard enables the company to track and demonstrate the ROI of individual asset production, as well as see how video is impacting lead generation, pipeline development and closed revenue.