Many sales reps often ask me, “how does a video marketing platform fit into the sales cycle?” and this is usually when our conversation gets interesting because, not only does your video marketing fit into all stages of the sales cycle, video can actually become your sales teams’ best friend if you optimize your content for lead generation and lead scoring.

To seal deals you have to prospect and then validate your leads, so in this post I’ll discuss how you can leverage calls to action (CTAs), email gates, and A/B split testing – all valuable video optimization techniques – to help you generate and then determine the quality of your leads.

A/B Split Testing

You can A/B split test videosThe purpose of split testing is to find out which splashscreen (the still image that precedes your actual video) will maximize your video’s click-through rate. Ultimately, you want people clicking through to watch your video, and an enticing splashscreen is a great incentive. With split testing you can pick the image that tests the best with your audience for a higher click through rate.

As a sales guy, I use this feature when sending video in emails to prospective clients to make sure that I use the most appropriate image to entice folks to click. The way I see it, if you’re not confident that your video is visually appealing and will get a high click through rate, how you can drive leads through the sales funnel using the video as initial bait?

Before running an email campaign with video, or embedding a video on a landing page, split test your video’s splashscreen to ensure you’re getting the clicks you deserve for your video investment. Here’s a video explaining how to do this within Vidyard:

Email Gates

Another handy tip I make use of involves email gates for lead generation. If you’re prospecting potential clients, you really need an email address. Vidyard allows you to setup an email gate prior to a video and determine whether or not you’d like leads to have to input an email address (mandatory or optional) to watch the content. Here’s what an email gate before your video looks like:

you can use an email gate for lead generation

So after I collect new lead information, how do I qualify these leads? Well, I make my way over the Vidyard Analytics Center to view the data on who’s actually watching videos. This data helps me in two main ways:

  • I get to see how engaged leads have been with our videos: Most times a user’s digital behaviour or overall attention span indicates whether or not they’re actually interested. For example, if they’ve watched one particular video a few times, I’ll flag that prospect and assign them a higher lead score.
  • Secondly, I can use this engagement data to figure out which content is most relevant for a specific lead in follow-up emails: If they’ve watched three videos on marketing automation, I know they will respond to this topic, over say, social media or SEO, and I can write a highly targeted email suited to their needs.

Calls to Action

Finally I want to talk about using calls to action. You can place a call to action either during a video or at the very end to direct viewers to more of your content (i.e. “watch the next video in the series”). CTAs work to validate your leads because you’re prompting them further down the sales funnel and you can track whether they follow through. If you embed the Kissmetrics or Mixpanel javascript you’d normally use to track users on a website into your CTA, for example, you’ll see whether your leads click on your CTAs, so you’ll know how much content they’ve consumed and how qualified they happen to be.

My video call to actionI use Vidyard forms at the end of a video as a CTA to obtain more pertinent information from leads including their phone numbers, companies and their role in their respective company. After collecting this data, similar to email gating a video, I can do additional research using the information they provided about the company and their current video strategy to make sure I’m well prepared to strike up a highly relevant conversation with them.

I should also mention that Salesforce is an important tool in this validation process. My Salesforce instance allows me to build a lead score using Vidyard analytics and decide which leads are most engaged and which ones need more nurturing. I can establish an arbitrary lead score based on the engagement the lead has had with our videos (i.e. The more minutes of video a lead watches, the higher their lead score). After they’ve reached a sufficient lead score, I can then use Vidyard for Salesforce to send videos and personalized emails to familiarize a lead with our brand.

Use Salesforce to share and track the performance of your videos

What This Means for Sales and Marketing

All three of the features I mentioned here will help you not only with generating leads, but also with qualifying them. With your video content alone you can generate leads who, not only gave you permission to market to them with necessary contact information, but have qualified themselves based on the amount of content they’ve seen and how they’ve engaged with it.

Let me know if you have any questions, or if you’ve tried any of these techniques yourself with a comment below. I’ll be sure to take a look and reply!

Kenny Goldman