One of the keys to a successful sales team today is understanding as much as you can about your prospective buyers’ interests so you can send them tailored messaging and get a relevant and timely conversation started.
My name is Terrance Kwok, and this is another episode of Vidyard Chalk Talks, and in this Chalk Talk episode, we’ll be talking about how your sales team can use video to better understand what their buyers are interested in so that they can send that tailored messaging out and get those tailored, relevant, and timely conversations started.
Today, your sales team is probably tracking a bunch of data. They’re looking at what prospects are posting on social, what emails are being opened and clicked on, what web pages are being viewed, and which PDFs are being downloaded. That’s fantastic. That is the digital body language of your lead. And digital body language is important, because now you can prioritize the right leads, send them the right content, at the right time.
However, most companies are actually missing a key part of digital body language, and that is video. They’re not understanding which leads are watching which videos, and for how long. And this is absolutely critical.
Take a look at these two leads as an example.
A Real Example of Why Tracking Video Matters
Say you have two leads today. The first lead comes to your website, they look at a couple web pages, they check out a PDF, they read a couple articles. That’s fantastic. Your marketing probably sent that lead over to your sales team, and your sales team was happy to give them a call.
Now take a different lead. Say this one comes to your website, they watch your product demo, they watch it again, then they watch a customer testimonial video, and then they watch a webinar. There’s a high chance that your marketing team isn’t even sending this lead to your sales team, because it looks like a lead came and looked at one page, looked at a second page, and then looked at a third page and bounced.
But you and I both know this lead actually spent like 30 minutes looking at your content, educating themselves on your products and services, and is actually way more qualified than the first one.
And that is why understanding which videos are being viewed and by who is so important.
Two Top Ways to Track Video Consumption in Your Sales Process
Tracking Marketing Videos in your CRM
So how do you get started? Let’s think about the first point. What you’re going to need to do is enable your team to understand which videos are being viewed across all your digital properties. You’re going to want to understand who’s watching your videos, what they’re watching, and how long they’re watching them across your website, and across social.
When you use a tool like Vidyard, you’re actually able to automate all this and then pass this information into your marketing automation platform and CRM so that you’re effectively building a history of that lead’s viewership behavior.
And with that, your marketing team can start scoring the leads based on video views, and pass the right leads to your sales team at the right time. And when your sales team gets that lead, because that information’s exposed within your CRM, they can look at the lead, understand what they’re interested in, follow up with the right contact, and get the conversation started.
Tracking Sales Videos
The second way you can use video views in your sales process is to enable your sales team to share videos directly with customers, and then get real-time notifications when those prospects are watching those videos.
So for example, say your BDR is trying to break into a couple of accounts. They might email a bunch of personal videos to those accounts, but they’re going to want to focus on the leads that actually watch that personal video. If they get a video view notification from that lead, after they’ve watched the video, they’re going to want to pick up the phone, and prioritize that lead right away. Because that lead has shown them that their brand is top of mind, and that they’re probably at their desk.
You can also use videos in your sales process by creating playlists of custom content or existing video content.
So say, for example, your accounting executive is working a deal and it’s almost about to close. You might create content based on what they might be interested in and send it off, but with real-time notifications in a tool like Vidyard GoVideo (formerly ViewedIt), you can now start understanding which videos are being viewed in that playlist, which parts are being re-watched, and that way you can focus on your next sales call on relevant information that they’re most interested in.
What Should You Be Tracking?
We talked a bit about how you can track who’s watching, what they’re watching, and how long and how your sales team can use videos in the sales process to be more effective. Let’s talk about reporting. There are three reports you’re going to want to look at.
- The first report is understanding which accounts are viewing the most videos. That way your sales team can understand: “which accounts should I prospect and target immediately?”
- The second report is video views by segment. Say you sell to manufacturing, healthcare, and fintech, and fintech is super engaged with your video content, you’re probably going to want to send more videos during your fintech deal cycles.
- The last report is understanding which videos are impacting pipeline build and closed business. If you understand which videos actually influence the deal’s closing, what you’re able to do is now put that video front and center on your website, or even have your sales team use that video more frequently when working those deals.
My name is Terrance Kwok. This has been another Vidyard Chalk Talk. Thanks for tuning in.
Formerly an accountant, Terrance traded in a life of financial statements for sales development. He now leads a team of outbound SDRs at Vidyard, where he obsesses over tech-enabled and data-driven sales. Terrance has been told that he has poor taste in music. Check his Spotify history to confirm.