Tailoring a Specific Value Proposition with Customized Video

Interview with Terry Dolan, VP of Marketing at WorldAPP.

How and why did you get started with video? Why Wistia?

We have been using video for quite some time, but our needs have changed. Our initial product, Key Survey, is an enterprise survey tool that any large or growing company can use for their survey or research needs. In this case, general “benefit and feature” videos do a great job.

However, Form.com is a mobile and offline forms automation and inspection software. In that case, we need videos to highlight particular horizontal use cases — but, more importantly, we need to tell highly targeted, vertically-focused stories. We need to produce videos that are steeped in the industry’s vernacular, terminology, and imagery. Leaving anything to the imagination is a critical misstep.

What are your video goals?

To tell very specific stories to prospects in particular industries and business roles — as quickly, and in the most engaging way, as possible. Hundreds of lines of text can’t do that. We use video to sell directly to c-level targets within our high-value prospects.

These videos are narratives that walk specific business units through a proposed custom solution, and what the benefits to that particular department are. There’s no guesswork involved in imagining what the app will look like or how it will behave, and more importantly, it tells the story of, “What’s in it for me?.”

“There’s no guesswork involved in imagining what the app will look like or how it will behave.”

We host these videos on Wistia, then send custom, private links out to our champions for each constituency they need to convince. From our end, we understand the target business unit’s level of engagement, and where in the country the videos are being watched. A short time later, we will place phone calls into the appropriate people to capitalize on their engagement.

Which Wistia feature do you use the most?

Our biggest success has come from tracking the analytics on the custom videos we’ve produced for high value prospects. Wistia recently helped us to secure a huge win with a massive organization. Our team was able to track when and where custom videos were being viewed and make timely calls into the right contacts in offices across the country. Our video methodology has always given us a big competitive advantage, but this intelligence was invaluable to getting ink to paper.

“Our team was able to track when and where custom vidoes were being viewed and make timely calls into the right contacts in offices across the country.”

What are the biggest challenges of producing video?

Interviewing clients and employees for testimonials and case studies. It’s an art, and a science, but in the end your subject is your subject. Luckily, our customers thus far have been naturally talented spokespeople.

How has your video marketing evolved over time?

We invested in the idea, and then invested in the team. The results have been fantastic.

Currently, we have two people dedicated to video at WorldAPP. One records, purchases, and edits audio and video footage, as well as all post-production. The other does layout and graphic design, such as icons or process maps.

We also have two more senior people that oversee content as a whole. They work to storyboard and script the concepts and are ultimately responsible for quality control. Having the in-house team allows us to be incredibly nimble. There’s no learning curve to overcome when it comes to our value, functionality, and branding concept. We can also act quickly to support deals in the pipeline with custom video content.

“Having the in-house team allows us to be incredibly nimble. There’s no learning curve to overcome when it comes to our value, functionality, and branding concept.”

What’s next for you in terms of video marketing?

We are going to continue to use video to tell specific and impactful stories to all of our prospects across industries, business roles, and buying cycles. Custom video generation is definitely a big priority for 2016 and beyond.

Find WorldAPP online, on Facebook, and on Twitter.

Want to share your success story? Shoot us an email at stories@wistia.com with a little bit about how you use video and Wistia to achieve your business goals.