In order to ensure that video marketing efforts are optimized with measurable ROI processes, marketers need to keep a few things in mind; Jim Dicso, CEO at SundaySky has some tips:
Welcome to this MarTech Series chat Jim, can you tell us more about SundaySky and your role as CEO?
SundaySky helps companies of all sizes deliver video-powered experiences (VX) that deepen engagement, inspiring customers to take actions that are both valuable to them and impactful for the brand.
Customer engagement has always interested me. I spent the majority of my career in sales and sales leadership roles, specifically in the software industry. Previously I was EVP of sales and services for a SaaS provider of real-time online customer engagement solutions. I joined SundaySky a decade ago as president and chief revenue officer and handled all market-facing activity. Then, in 2017, our co-founder and CEO, Shmulik Weller, moved into the role of chief product officer and I was named CEO.
How are you seeing marketing and sales teams today use video more proactively to create better prospects and customer engagement? Can you highlight examples of some successful campaigns in both B2B and B2C?
We have case studies covering a wide variety of applications across the customer journey both in B2B and B2C.
In B2C, SelectBlinds uses VX via paid media to acquire new customers, as well as in emails following initial trials to drive sales. The content of the videos focus on guiding consumers on how to measure and self-install window treatments, which are common friction points on the path to purchase. The results of these certain campaigns can speak for themselves: the holistic lifecycle-focused programs earned a 37% lift in email conversions and a 20% above-average order value increase.
eTrade delivers VX through email and portal placement during critical moments in customer journeys including onboarding new account holders with details on how to easily leverage their trading platform. The company’s initiatives have led to increased funding rates and a lift in average annualized revenue for the business.
Another household name, Bank of America, delivers compelling individualized VX through email, portal and chatbot, providing Preferred Rewards members with the status of their accrued benefits and additional ones available through greater product use. This strategy during moments of uncertainty has led to deeper customer relationships, as well as a sizable increase in product usage per customer.
Video is being used in B2B with great success, too. For example, Okta, an identity provider for the internet, uses VX to engage new customers (i.e. IT admins) and increase their understanding of its platform in order to increase usage and future revenue. Additionally, Terradatum, a market analytics platform that helps real estate brokers and agents, uses VX for agents and agencies to market their listings while marketing themselves.