It is an amazing time to be in sales. Prospects and customers are coming to the table with a great deal of understanding about products and services. That’s because they’re always looking for easy-to-consume content that will equip them with the best knowledge and insights to make decisions. According to Google, 70% of B2B buyers now view video throughout their path to purchase, and nearly half of these prospects will consume over 30 minutes of video when evaluating solutions and it’s Sales’ job to guide them the rest of the way through the buying journey as a trusted advisor.

It’s clear that as our customers’ decision-making behaviors evolve, so do (or should) our sales strategies. Reps can now equip themselves with information about a prospect’s business, needs, and wants, and create personalized messaging regarding current pains and solutions. With this in mind, why are so many sales reps still using video without conversion and insight in mind?

In this post I’ll show you how you can use video strategically throughout your prospecting cycle to generate, qualify and communicate through two-way conversation with your leads.

Step 1: Creating Video Content

It’s no longer true that the cost of video production, equipment, and facilities is a barrier for creating engaging video content. Sales reps now have many different options for creating content, including using their computers, smartphones and tablets.

At Vidyard we tend to create short, consumable clips of content specific to target audiences. These videos range from 1-3 minutes in length and focus on specific pain points our prospects might face. Many of these videos will be screencast videos, voice-over powerpoint presentations (Vidyard Studio) or webcam videos.

Once a series of videos are completed we upload them into Vidyard and through integration with Salesforce.com, we have a library of content ready to send out to our prospects.

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Step 2: Optimizing Video

Before we start prospecting using these videos, we look at how we can optimize them to ensure viewers click play, watch the video, and are presented a next step.

When using a video marketing platform, you can leverage additional tools that you can’t get from other hosting solutions like YouTube, Vimeo, and others. These tools are key differentiators that can give you the insight into whether your prospects are ready for a conversation.

Creating a compelling subject line and call-to-action (CTA) is a great way to ensure your prospects will reach your video. For example, SwitchVideo found that a subject line containing “video” can increase open rates by 13%.

Once your prospect has opened the email, you need to give them a reason to click play on your video. That’s where splash screens (the image that displays on the video before you click play) and A/B split testing come into play. Using a video marketing platform, reps can test which splash screens are most effective for a target audience, and which images lead to higher conversion rates. At Vidyard we’ve seen a higher click-through-rate (CTR) when the splash screen includes content from a particular organization’s website (for example, their homepage, a recent campaign, or their CEO’s face).

After a prospect has clicked play, you should engage with them throughout that viewing experience. Through a call-to-action, reps can engage their prospects further by giving them the option to speak with sales or request a demonstration. This is also a great way to ensure your prospect stays engaged with the video until the very end, where you can also include a final call-to-action. Don’t be afraid to get creative with final CTAs! Here’s an example of what we’ve done:

Step 3: Engaging with your prospects

After your prospects have engaged with your video, set triggers to notify you when a prospect has viewed your video. These triggers will allow you to track their viewing data inside of your CRM.

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This data enables Sales to customize their messaging to align with an individual prospect’s interest. For example, when you see 100% completion of a video you know that prospect is interested in that content.When you see 27% completion, you can assume that product or service might not apply to your prospect’s role. This data essentially acts like two-way communication between the prospect and Sales, helping a rep understand what their prospects want to hear before picking up the phone.

Step 4: Reporting and Evaluating

If you want to track how this strategy is influencing pipeline and closed business, use the reporting tool in Salesforce.com. This will identify when prospects viewed a video throughout their buying journey and will determine whether that video influenced them at a particular stage. This enables sales leaders to track video like a KPI, measuring which reps are effectively leveraging video content throughout sales cycles.

Organizations need to develop B2B video marketing resources that appeal to new buyer behavior. Now, for example, instead of making buyers sit through five 30-minute demos to fully understand a product, reps can send a video to educate, engage, and answer questions and concerns. The time saved and insights gained will revolutionize how sales teams interact with prospects.

Want to know more about how you can use video as an effective sales tool? Get this guide!

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Cole McLay