Using smarter data to improve the sales process
Successful sales depends on delivering the right message at the right time. Historically, macro trends and best practices have been used to determine the appropriate moment to reach out. Now, video data allows us to make much smarter decisions about when to engage with a specific individual, and what content to send them, using behavioural cues.
Marketing needs to send as much insight as possible to sales about how prospects are engaging with content. Video playback data is unique in that it indicates more than just a "view." Drilling down into how a viewer engaged with (and even rewatches) your content opens a more direct path to understanding a viewer. Beyond building a human connection with your viewers, video enables marketing and sales teams to access the most actionable data available about their behavior.
Tie video tracking data to your CRM
You can pipe your video data directly into your CRM using one of Wistia's marketing automation integrations with Marketo, Pardot, HubSpot, Salesforce, or a custom third party add-on with another platform. Just a friendly heads up, YouTube and Vimeo don't natively allow you to sync up your viewing data with your CRM. You'll want to use a premium video hosting platform like Wistia, Vidyard, or Brightcove.
Define the behavioral cues appropriate for your business within a given campaign
You probably won't start out knowing exactly how your most valuable leads interact with your content before moving to purchase. You'll need to try out a variety of tactics to figure out what works. For some companies, maybe watching a whole video is a fantastic behavioral cue for sales; for others, rewatches of specific parts of a video might indicate specific engagement; and for businesses with a big library of video marketing content, perhaps the best behavioral cue is watching a series of videos in one session.
Create a line of communication between marketing and sales
To ensure that you're tracking the most appropriate behavioral cues across your marketing content, you need to implement a communication loop between marketing and sales. The sales team usually wants access to as much data as they can get, but it's also important to identify which data points best indicate high close rates. This way, marketing can double down on tracking the most important behavioral cues.