Hello, and welcome to another episode of Video Marketing How-To! This week I want to talk a bit about how you can score your leads with video marketing data.
First things first, you’ll need a system to handle the lead scoring – you can use a marketing automation platform like Marketo, Eloqua or Pardot, or you can set up lead scoring rules in Salesforce as well.
The most basic lead scoring mechanism is tracking a video view – if you’re using YouTube you can generally set rules around when a viewer has clicked play, but you may not get data more granular than this. One of the benefits of using a video marketing platform like Vidyard is being able to measure how much of a particular video a prospect has watched. Knowing whether someone made it to the end is powerful, especially for higher value content.
Next up is scoring leads based on the kind of content they watched – a lead watching a demo video for a new feature is likely more interested in your product than a lead that watched your holiday video, or your office rendition of the Harlem Shake. Higher value content should have a bigger impact on lead score, so someone who watched your demo video or a recorded webinar has a larger score.
Finally, scoring leads based on interactions with individual videos is the real sweet spot. Giving someone a lead score based on whether they watched 25%, 50% or 100% of your campaign or tour videos allows you to really categorize their interest in your product or service, and gives you a real edge in moving leads to your sales team faster.
Lead scoring is a powerful technology built into most marketing automation platforms, but many companies miss out by excluding video data. Try out some of the tips I’ve mentioned here, and see how much faster your leads move through the funnel! Thanks again for watching today, and tune in a few weeks from now for another episode of Video Marketing How-To!