So what is closed-loop marketing, exactly? Essentially, it means that the marketing and sales teams are working together to collect, analyze, leverage, and – here’s the key word – share the right information with each other to identify, attract, and convert the best leads.

Okaay…but what does that mean?

It works like this: cookies and tracking URLs are used to track where your prospects are coming from. For example, if someone ends up on your website by clicking a link from one of your tweets, from your landing page, a paid ad, or any other source, a tracking URL can tell you which source they came from.

I don’t need to tell you why that information is useful. It would help you measure how successful your marketing content is on different channels. (I guess I just told you anyway, but let’s continue…)

The cookie placed on your visitor’s computer tracks what they do once they land on your marketing content, keeping a tally of what material they’re looking at. Then, once they complete a lead capture form on one of your marketing pieces (like a webinar or e-book, for example), you know their name, email address, and any other contact information you asked for.

This information should get into your marketing automation and CRM tools so you can track how different channels and content are performing and your sales team can see which marketing initiatives drove each lead to become a customer.

Closed-Loop MagicThis is when the magic happens: the loop gets closed, because the sales team goes back to the marketing team with information on what marketing efforts, channels, and content worked to push the customer through the funnel.

And then what?

With this insight from the sales team, you can determine which channels and content are working well, which ones aren’t, and how to optimize for better engagement and conversion. Marketing is happy because they now have information to convert the right leads better and faster, and sales is happy because they’re getting awesome leads from the marketing team.

Essentially, closed-loop marketing helps ensure that the marketing team no longer produces work with only somewhat measurable results. Instead, marketers can directly illustrate (and improve upon!) the ROI on their marketing efforts, and have a significant impact on revenue. Can it get any better than that?

Why, yes it can! With video

If you’re tracking things like social media sources, landing pages, and e-book downloads, that’s all well and good, but it’s only half of the battle if you aren’t using video in your closed-loop marketing. Here’s why:

Video is possibly the most engaging content medium – people love to click the play button. The medium can be used for almost any content that you can think of, all the way through the funnel (unlike other types, that may be useful only for top-, mid-, or bottom-funnel content).

Understand LeadsSo that means it’s a perfect way to engage with your audience, and if you’re using a video marketing platform like Vidyard that enables cookies, once a prospect watches one of your videos, their interactions with all your other video content from then on is tracked.

I’m not just talking about knowing whether someone clicked play. You’ll know which sections they watched, and for how long. You can’t really say the same thing for an e-book download, can you? That means that through video, you can get a better understanding of what content leads are interested in, and you can score each lead more accurately.

Target LeadsA video marketing platform that integrates with your MAP and CRM allows your marketing and sales teams to get the data they need to not only determine which content and channels are best performing and how to optimize others for improvement, but also provides insights about each individual lead. A lead that looked at all your videos relating to topic B can be nurtured further with similar content, and engaged by sales with that insight in mind.

Once the lead becomes a customer, the sales team can close the loop with the marketing team. It’s the perfect way to learn more about your leads and to understand which content is really converting. See for yourself how closed-loop marketing with video can improve your marketing and sales results.

Emily Ross