HOW AVANADE’S VIDEO PERFORMANCE SKYROCKETED

To complement Avanade’s newly refined video strategy, the company also developed a comprehensive digital ecosystem to track and consolidate video-based data across the entire customer journey. Within this ecosystem, consolidated data provides Avanade a more thorough analysis of where prospects are within the sales cycle. By integrating Brightcove Video Cloud with Avanade’s web delivery and asset management solution (Sitecore), marketing automation platform (Marketo), CRM (Microsoft Dynamics), and its company website, and then combining data from social media and paid display ads, Stegen could now show the correlated impact of video on conversion.

He then developed a strategic scorecard system to track video data captured through Avanade’s new marketing tech stack. These scorecards identified which specific elements of video resonated most among viewers, including style, length, format, page location, and distribution channel. From this information, Stegen and his digital team would be able to pinpoint ideal types of video content …