Case Study: Appian achieves increased conversions and engagement with Brafton Inc. video marketing

Appian: Drives Conversions With Video Marketing

Appian, a leading Business Process Management (BPM) software provider, needed to move beyond occasional product demos to a consistent, cost-effective video strategy that would boost brand awareness, SEO and conversions. With limited internal production capacity, Appian partnered with Brafton Inc. to get strategic and production support for a steady cadence of animated product clips, studio video blogs and campaign-driven videos.

Brafton Inc. developed an editorial calendar and produced monthly animated videos and studio video blogs tied to Appian’s marketing programs, plus timely pieces for product launches. In the first three months, Appian’s video viewers generated 124 conversions and had a 249% higher conversion rate than non-viewers; BPM-video landing pageviews rose 248% and unique video pageviews jumped 309%. Category-level gains included product video unique pageviews up 880% and customer video unique pageviews up 371.3%, while average time on site increased (overall ~30.8% and product-video pages ~93%), demonstrating clear engagement and lead-generation impact from Brafton Inc.’s work.

Appian

Kirkman

Appian