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Uponor North America: Educational Product Videos Nurture Website Engagement

Jon Orton understands the critical role content marketing plays in the business development strategy of Uponor North America. He also has a firm grasp of the challenges that are inherent in marketing a product that specializes in plumbing and indoor climate products. Making matters more challenging have been the ever-changing buying behaviors of Uponor's customers.

 

Product Videos Aid Decision-Making Process

50% of our leads come from the web, so we needed to find a way to use technology to nurture and develop relationships earlier in the decision-making process than we did in the past," said Orton.

He is a visionary in his approach to marketing techniques and his role as Director of Marketing Operations is no different. So, as he observed the growth of online video several years ago, he realized an untapped opportunity for Uponor to reach both consumers and contractors in communicating the benefits of Uponor products.

 

Creating a Short Product Video Series

Orton and his team came to StoryTeller for video production services which resulted in a powerful and cost-effective video series called, the “Uponor Minute.” Short, educational and informative product videos, the Uponor Minute was created to help existing and prospective dealers alike better understand Uponor products and applications. The idea was hatched in 2011 and the Uponor Minute library continues to grow with thousands of views and hundreds of subscribers.

Additional Video Project with StoryTeller

In addition to the Uponor Minute, Uponor has turned to StoryTeller to assist in a number of internal and external video production projects including Manufacturer of the Year, convention highlights and human resources videos.

B2B Manufacturer Showcases Commercial Plumbing and Indoor Climate Products with Video

Brief product application videos expand dealer relationships and increase sales.

  • Shift in lead workflow demanded new digital marketing solutions to nurture leads online.
  • StoryTeller helped Uponor create a series of educational product videos.
  • Subscription to the video series and views greatly exceeded expectations.
  • Numerous additional video projects were also produced for Uponor by StoryTeller.
"50% of our leads come from the web, so we needed to find a way to use technology to nurture and develop relationships earlier in the decision-making process than we did in the past"

- Jon Orton, Director of Marketing Operations

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