Case Study: Tradeshift achieves highest ROI and lower cost-per-opportunity with Vidyard

Transforming Marketing Performance with Video and Vidyard

Tradeshift, a fast-growing procurement and financial-services platform, needed to accelerate demand generation as it pushed into the mid-market. The existing playbook—white papers and lead scoring aimed at large enterprises—was cost-ineffective, didn’t scale, and lacked the digital footprint and measurable proof executives demanded, so head of demand generation Travis Bickham needed a faster, more accountable way to show results.

Tradeshift adopted a video-first strategy with Vidyard, using analytics, integrations, and personalized video to educate prospects, score engagement, and create campaign-level reporting. A personalized holiday video campaign alone drove 10% of marketing-driven opportunities, produced the highest ROI they’d seen, and delivered a lower cost-per-opportunity than their typical cost-per-lead—giving the team instant, confidence-inspiring metrics.

Tradeshift

Travis Bickham

Demand & Content Marketing