A Transformative Video Platform
Sonic Foundry’s video platform Mediasite helps users transform how people learn, communicate, collaborate, and excel. Trusted by close to 5,000 customers in over 65 countries, Mediasite has become the global leader in video technology for higher education, enterprise, and healthcare. Recently, however, the company has experienced increasing competition in the space. The Mediasite team turned to us for help in repositioning their product, increasing their sales pipeline, and identifying decision makers within their target industries.
Focusing on Messaging & Targeting
We developed a cross-channel strategy that would not only reposition the company in the eyes of its target market, but also maximize sales prospects through lead generation-focused landing pages.
Competitive Analysis Reveals Messaging Opportunities
First, we conducted an analysis to uncover Mediasite’s true competitive advantages, risks, opportunities, and weaknesses. This produced a wealth of messaging opportunities that we built into a series of paid search, display, Facebook, and LinkedIn ads. We brought the same messaging themes through to Mediasite’s landing pages to create a cohesive and engaging user experience.
Getting the Right Message to the Right Users in the Right Place
To get our messaging to the right users in the right place, we developed a cross-channel sequential messaging strategy that bested the competition, built awareness for the brand, put the product in users’ consideration set, encouraged engagement, and ultimately drove qualified prospects.
An Extensive Targeting Strategy
Underlying everything was an exhaustive targeting strategy for each phase of the consumer journey. One of the most important aspects to get right was the awareness phase. We partnered with Facebook to utilize its B2B audience beta, which allowed ads to be shown only to B2B decision makers in mid to enterprise-level businesses within specific industries.
Our Multi-Pronged Approach Pays Off
In the months following the campaign launch, it was clear that our focus on messaging and targeting had paid off. Four months post-launch, we saw the following results:
- Click-through rate (CTR) increased 8%
- Cost per click decreased 33%
- Conversions increased 30%
- Cost per conversion decreased 23%