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September 19, 2018

Why Custom Attributes are Essential to Lead Scoring Your Videos

It’s 2018 and virtually all marketers understand the importance of adding video content to the buyer’s journey. It lets you ramp up engagement levels and build trust with your audience.

Which is why you need to integrate video into your lead scoring models and associate the right scores to the right videos. So if Bill watches a few minutes of your latest social video, but Sandra sits through a 30-minute product video who is the more qualified lead?

In other words, what video should we score higher?

If you have a small video library you can score each video individually. If you want to ramp up your video strategy you need a scalable solution. Without one, you’ll spend the rest of your days chained to your desk (but hey, at least you’ll get caught up on your podcasts right?).

This is where custom attributes show up to save the day.

So, what are custom attributes?

Custom attributes are a way of tagging your videos with different classification to create a general set of rules based on viewing activities. You can tag your players in custom and creative ways, giving you the flexibility to easily search and sort your content.

Spoiler alert: this includes your marketing automation platform (MAP).

The upside of using custom attributes is it’s scalable and completely automated, leaving more time for other important tasks. Not to mention you look like a hero for surfacing engaged leads that help enable your sales team.

Alright, I hope I sold you on the idea that custom attributes are your new BFF. But how in the world do you set them up?

Organizing your video content

I may be biased, but one of my favorite ways to tag videos is by funnel stage (top of funnel content or TOFU, middle of funnel content or MOFU and bottom of funnel content or BOFU).

If you aren’t sure where each video fits, think about where your buyer is on their journey when they encounter each video.

This chart can also help you out:

Video types at each stage of the buyer journey

You can also classify by type of video and group them together (such as promo videos, product demos, and customer testimonials). This method is effective if you know you want to treat leads differently based on video type.

For example, you may want to tag a prospect as a marketing qualified lead (MQL) if they watch 75-100% of your product tour video.

We’ve also seen companies categorize their videos by product lines, campaigns they’re running, gated vs. ungated videos, and more. The sky’s the limit because you can add as many custom attributes as you like!

Tying it all together in your video platform

Next, we need to get this all set-up in your video platform of choice.

Step one is making sure you have a good audiobook or podcast series handy for this part if you have a lot of videos to go through. That, or an intern 😉

If you’re using Vidyard as your platform then luckily professor V-Bot has an educational video that can walk you through this process:

Okay, but how do I link this all back to my MAP?

Now that the groundwork is set, all that’s left to do is pull it together!

If you haven’t already, this is the time to figure out how many points each custom attribute will get, taking into consideration view time and possibly even view count.

A tip is to make sure you run through a few scenarios and know your lowest/highest possible threshold to make sure the points make sense to your marketing and sales teams.

Last comes setting up your new video lead scoring system in your MAP of choice, whether it’s HubSpot, Marketo, or any other MAP.

So I hope this post provides you with good context on not only why scoring your videos is important but also how you can make it scalable as your library grows.

Good luck!

Kim Koserski

Kim Koserski

Kim Koserski is her name, and Demand Generation is her game.

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