How Video Drove a 50% Increase in Form Submissions for Oracle Marketing Cloud [Case Study]

You may have “met” our friend, “Modern Mark.”

The team at Oracle Marketing Cloud conceptualized the character to support a recent program called the ‘Journey to Modern Marketing’ campaign, which included a variety of content tactics, including high-value gated eBooks, videos, blog, and social posts.

The program started with a research study conducted in tandem with BtoB Magazine to learn about the modern marketer—from our audience’s perspective.

The study uncovered five attributes or competencies that comprise the modern marketer: Targeting, Engagement, Conversion, Analysis, and Technology. We used these points, what we refer to as The 5 Tenets of Modern Marketing, as a springboard for the integrated content campaign that ultimately spanned all our digital channels.

Video as the Star
The guides, social components, and promotion for the blog lived on a landing page where an ungated video was used to engage visitors and support the educational assets.

The story of “Modern Mark’s Journey to Modern Marketing” was packaged into six videos in total: Five covering a tenet each and one trailer video, which was shared via social media and our blog to tease the upcoming content. Each of the videos supported the messaging of the guides created around the Modern Marketing theme in an engaging, entertaining way.

As a feature component in our multi-channel campaign, video helped to drive interest and awareness to our 5 Tenets collateral. This resulted in a 120% increase in engagement and an 85% increase in attribution to the creation of MQLs. We ultimately saw a 50% increase in form submissions in the first episode based on the usual average form submissions for email only versus multi-channel Episode 1. We credit this to multichannel and video combo.

In addition to supporting a prospecting campaign, the content also garnered significant and repeated engagement with current customers. The use of “reciprocal” content featuring an ungated video with gated follow-up content provided lead scoring and interest qualification opportunities for prioritized outreach.

To learn more about the Journey to Modern Marketing program details, as well as the lessons learned and the impact on our business, we invite you to join us, as well as marketers from Vidyard and Deltek during the webinar titled “Leveraging Data for Strategic Video Marketing” today, November 20 at 10 a.m. PT/1 p.m. ET.