February 1, 2020

The Case for Video in MDF Lead-Generation Campaigns

Versatile, targeted content that will stand the test of time.

February 1, 2020

The Case for Video in MDF Lead-Generation Campaigns

Versatile, targeted content that will stand the test of time.

Cover image Cover image

What you’ll learn

  • The many benefits of video content.
  • Specific reasons why video works for MDF lead-gen campaigns.
  • How versatile technology-focused video content delivers lead generation.

Video has been one of the fastest growing marketing formats over the past decade, and it’s not limited to business to consumer (B2C). As Hubspot recently noted, 75% of business executives watch work-related videos online at least weekly. For many IT marketers, video presents an opportunity to reach their target audiences in a format the buyer prefers and one that’s easily digestible, easily shareable and can have a lasting shelf life beyond individual campaigns. For the IT solution provider in particular, video offers great versatility. It can be used for:

  • Awareness – Highlight your original equipment manufacturer (OEM) partnerships, company culture and key differentiators.
  • Lead Gen – Yes, really, lead gen! Wondering how? Read on below.
  • Thought-Leadership – Position your subject matter experts as authorities on key industry trends.
  • Event/Talk Recaps – Promote a recent tradeshow booth presence, event or TechTalk.
  • Sales Collateral – Educate the viewer with solution overviews, case studies or customer testimonials.
  • Recruitment – Attract hard-to-find IT talent through videos showcasing company culture, employee experiences and office spaces.

Why Video Has a Place in MDF Lead-Gen Campaigns

The above may sound all fine and good, but how do you fund it in the IT channel where the marketing development fund (MDF) lead-gen campaign reigns supreme? This is one of the most common questions we encounter at Lauchlan. The answer is simple: Video can be a content asset every bit as substantial, durable and converting as a white paper, ebook or datasheet – with proven return on investment (ROI) measurements for MDF claiming and reporting. If you’re looking for ways to justify putting marketing budget towards video, here’s some ammo:

  • Video helps buyers make decisions. 52% of consumers say that watching a product or solution video makes them more confident in their purchase.
  • Performance can be tracked. Video engagement can be easily tracked and used as a lead-in for an appointment-setting campaign.
  • Business leaders prefer video over text content. So said 59% of senior executives (Source).
  • Animated videos are converters. Animated explainer videos increase conversion rates by 20% (Source).
  • Video garners more email engagement. Using the word “video” in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26% (Source).

Solve for Effective Lead Generation through Video.

Lauchlan can help you tell your story and capture leads through engaging video content. Get in touch to start a conversation about driving lead generation through video for your organization. Lauchlan offers comprehensive custom, tech-focused video development as well as Video as a Service (VaaS) which delivers a steady cadence of conversion optimized video content for all of your video promotion needs. Email info@lauchlanx.com today to get started.


Pete Fuduric

Content Director

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