Editor’s note: This blog post originally appeared as contributed content on the Salesforce.com blog.

When you hear the words ‘video marketing’, you likely think about your efforts on YouTube or the latest video you’ve seen from a popular brand, but I want to get you thinking about using video for sales enablement and generating real pipeline.

Here at Vidyard we use video for nurturing campaigns all the time and I’ve got a terrific example to share with you about how just one event-marketing video made a huge impact for us just before Dreamforce.

Video’s impact on pipeline

Just before we left for San Francisco we released this timely video email campaign to let our customers and prospects know we’d be at Dreamforce (and that there was a new integration from us that they should check out). Featuring our sales guy Karl, the call to action within the email campaign was to schedule a meeting with our crew while at the event.

Sending the video out to our pre-conference leads along with a map to our booth, we had 12% of contacts watch the entire video all the way through. As part of the campaign, we set up a workflow rule in Salesforce that notified our sales reps when more than 75% of the video was viewed by a lead (a lead’s overall attention span would be a key indicator of interest and overall intent).

By following up with high-interest leads through email and responding to incoming requests for demos, we were able to track and account for well over $3,200,000 in the pipeline – all based on one highly targeted video marketing campaign connected to our CRM!

The video ultimately served as the heart of the campaign driving all other communications. It was a concise piece of content we could point to that made people immediately understand what we wanted them to do (i.e. Schedule a meeting with us at the event).

What this means for video marketers

Video has evolved from a form of entertainment to a powerful conversion tool and now you can track exactly how prospects are engaging with videos you use in the sales process – you’ve just gotta get smart and tie your video strategy to your CRM.

Start using video to answer real questions

To start, every good salesperson knows that a great pitch begins with context. You need to be persuasive, but in order to have highly targeted sales calls, it’s all about finding the answers to the following questions:

  • Who are my most qualified prospects?
  • What are they most interested in?
  • What can I say to get them even more interested?

As we’ve found, using video in combination with your CRM can help you answer all of these questions.

How video engagement data can fuel your sales team

As it stands, you currently share content with contacts to remove roadblocks in the buying process and you know that leads respond especially well to video. It’s engaging and it’s the next best thing to being somewhere in person.

Unfortunately, even though you’re sending awesome videos to prospects, you don’t have a way of knowing if they’re actually watching your content, and you’re not able to gauge their advancement through the funnel because there’s no transparent feedback in your current video-sharing process. Fortunately, this is where a Video Marketing Platform and associated CRM integrations come into play.

When you gain access to the data behind your video marketing within Salesforce you can literally see how your prospects interact with your video content.

You’ll know if they watched all of the videos you sent, if they re-watched any product-specific parts, if they watched a few videos in a row about a line of products, and you can start to identify your hottest prospects based on what content you understand they’re watching.

For example, if I notice that my prospect Greg watched five videos on a specific product all the way through to the end, it’s safe to say he’s very interested. Moreover, I now know I can reach out to Greg with an email in Salesforce, or Salesforce Chatter and send him more video content to connect over his interests. After sending him these videos, I can see how much content he watched to gauge if there’s still interest, and I can reach out and ask him if he’d like to chat about these topics of interest with a call.

When it comes to using video for sales enablement in this way, it’s all about interpreting prospects’ digital body language with the data available in Salesforce, just as you’d try to interpret someone’s real body language if you were selling in person.

With the tools now available to start answering real questions about your viewers based on their viewing history, video marketing as a sales enablement tool has become more contextual than ever before. Combined with your CRM, your targeted nurturing videos can help you gain incredible customer insight and improve sales effectiveness.

Just imagine the impact of using a series of nurturing videos in this way going forward. By sending out a short video with a clear CTA and monitoring the viewer’s digital behaviour in Salesforce, you’d immediately know who your most qualified prospects were based on how much content they consumed, you’d know exactly what they were interested in, and the context necessary to close business.

How will YOU use this information?

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Michael Litt

Michael is the CEO and Co-Founder of Vidyard. In addition to growing Vidyard’s success, he is actively involved in the technology sector, acting as a mentor to various early stage companies.