Vidyard is on a mission. It wants to grow big and to grow fast. “Our business is built for continuous growth; we’re not looking at the numbers monthly or weekly but daily,” reveals Tyler Lessard, Chief Marketing Officer at Vidyard.
Thanks to Salesforce, Vidyard is well on its way to achieving its mission; between 2012 and 2014, the company grew by more than 1,000 per cent. “Salesforce has made us more competitive; we can identify and react to issues and opportunities very quickly,” says Lessard.
Vidyard’s Salesforce journey began when it hired its first sales rep in 2012 and signed up for its first Sales Cloud license.
The company, which helps organizations get greater value from their video content, now has more than 60 employees, and also uses Service Cloud, Salesforce Chatter and Salesforce Pardot, a marketing automation tool that forms part of the Marketing Cloud family.
“We knew we needed a solution that could scale with us as we grew,” comments Lessard. “With Salesforce, we have a single view of the customer and can even see interactions from when they were still a prospect.”
Maximizing the value of video
Video content plays a key role in helping Vidyard convert leads into customers. By integrating its own solution with Salesforce, Vidyard can track who views which videos for how long, and share these analytics with the sales and marketing teams as actionable insights.
“We use Salesforce to create reports that show how much closed revenue each video has contributed to,” comments Joe Gelata, Director of Demand Generation at Vidyard. “This helps us evolve our content to make it more relevant and maximize our investment.”
Vidyard can also make smarter decisions about how to push out its video content. For example, it can compare if promoting a video on a paid distribution channel resulted in more leads than simply emailing a link to prospects.
As well as tracking the consumption of online video content, Salesforce also helps Vidyard create video content and share it privately with customers, prospects or other internal employees. “Our staff are increasingly turning to video to communicate with customers; it adds that personal touch and is often more effective,” reveals Gelata.
With the Salesforce1 Mobile App, a sales rep can record a short video and send it direct to a customer from their smartphone or tablet. The app also provides sales reps with visibility into current leads and the executive team with business analytics.
Taking the lead
To help nurture leads, sales reps use email templates that have been created in Pardot, which was implemented by Vidyard in January 2014.
“Pardot was the last piece of the puzzle for scaling our marketing activities,” comments Gelata. “All our marketing emails are now generated via Pardot. We have automated a number of our nurturing programs for new leads.”
Improved visibility and efficiency across sales and marketing contributed to a 15 per cent month-on-month increase in qualified leads for Vidyard throughout 2014.
“With Salesforce, we can build stronger customer relationships and deliver a better customer experience. It helps us track the daily pulse of the business to ensure we keep growing,” concludes Lessard.