Marketing automation platforms (MAPs) are changing the way marketers create value within the organization. MAPs not only enable us to build automated nurture campaigns and sophisticated lead scoring models, but they also help us understand the digital body language of our prospects and customers.
By tracking which online resources someone on your site has interacted with, you can gain some seriously useful insights into where your prospect’s interests lie, and how engaged each prospect is with your content. And of course, greater engagement with a range of assets means you’ve discovered a hotter prospect with a greater likelihood to convert.
As a marketer, I get all too excited when I think about the power of data when it comes to my rapidly expanding lead database. Every hot lead I can identify and flip to the sales team is a win, and lead scoring is the foundation for doing just that.
But when it comes to the current state of lead scoring, we have a major shortcoming. While you might score your leads based on the white paper they downloaded or the eBook, or even infographic they clicked on, you’re likely not scoring leads in your MAP based on how many video assets they watched.
To the best of my knowledge, not a single marketing automation platform (MAP) includes out-of-the-box tools for tracking which videos your prospects are watching, let alone how long they have watched them for. So there’s no inherent ability to use video views as part of a lead scoring methodology. MAPs can score page views, form submissions, and downloads, but not video views. Given the increasing investments going into video production and creation, doesn’t this seem borderline unbelievable?
Well, believe it.
Simple Scenarios to Illustrate the Point
To demonstrate just how important it is to accurately understand your prospect’s behaviour with digital assets, especially video, just consider the following two scenarios.
Consider two prospects that come to your website. Prospect #1 hits multiple pages, views a few blog entries, and downloads two eBooks.
Prospect #2 hits a few pages on your site, watches two overview videos, watches a four minute product demonstration until the end, and watches the first ten minutes of an archived webinar featuring one of your customer case studies.
In a typical scenario, Prospect #1 is going to shoot up the lead scoring ladder and become a Marketing Qualified Lead (MQL) that is handed off to sales to convert. Prospect #2 is going to walk away unnoticed with a paltry lead score suggesting that all she did was snoop around a few web pages without taking meaningful action. Opportunity lost due to #LeadScoreFail.
Consider a time in the not-so-distant future when your marketing team discovers that online video is doing an amazing job of engaging and converting your prospects. So much so, that they decide to up their investment in videos and to use them instead of eBooks and white papers as primary calls to action in your marketing campaigns. Your homepage includes a massive brand video and your product pages use videos (instead of data sheets) to walk your customers through features and benefits. In this brave new world, how effective will your current lead scoring model be? How will you track digital body language and identify hot leads if you can’t track and score their video viewing actions? As in the first scenario, LOTS of opportunities lost due to #EpicLeadScoreFail.
The Lead Scoring Revolution
So I dare you to think outside the box. To rise up and say “I will not accept #LeadScoreFails! I will not accept our video views being lost in the abyss”. If you own responsibility for demand generation strategy, ask yourself if adding video viewing actions to your lead scoring methodology makes sense. And if you’re not responsible for it, send this post to those who are and play your part in the lead scoring revolution. I have little doubt that there is an argument to be made that views of some of your best videos should score as well, if not higher, than page views and document downloads. You’ll get a real sense of how video is influencing your customer’s decisions and their path to conversion.
If someone views, they should score. And if they view enough content, you just might be able to close another deal and chalk up another #LeadScoreWin for your marketing team.
If you don’t know how to get started with tracking video views and integrating them into your MAP and lead scoring system, check out this post outlining what marketers need to know about lead scoring with video.