Scoring Leads Based mostly on Video Consumption
Video advertising platforms combine along with your advertising automation platform (MAP) or buyer relationship administration (CRM) system to point out you which of them leads have watched which movies and for the way lengthy. Vidyard’s integration with Marketo makes it simple to start out small after which construct up your video lead scoring mannequin as your video technique expands.
On this publish, I’ll talk about three steps you possibly can absorb Marketo utilizing Vidyard video viewing knowledge to guage a lead’s curiosity primarily based on their viewing consumption:
- Subject-based video lead scoring: Which movies on what matters has a lead watched?
- Share-based video lead scoring: How a lot of a single video has a lead considered?
- Quantity-based video lead scoring: What number of minutes of video has a lead considered in complete?
These steps will construct off one another, so you can begin easy with the first step after which return for steps two and three while you’re prepared.
1. Tips on how to Set Up Subject-Based mostly Video Lead Scoring
In the event you don’t have many movies or are simply beginning to lead rating your movies, then begin with topic-based video lead scoring. This technique depends on taking a look at what sort of video a lead considered and mapping it to a stage of your shopping for cycle.
As an illustration, a prospect who watched a top-of-funnel video, like one you’d discover in a weblog publish, would obtain fewer factors than one who watched a bottom-of-funnel video, corresponding to a product demo. These are apparent examples however there are many gray areas, so learn our weblog publish about forms of video to make sure you’re mapping your movies to the right funnel stage—then and rating them accordingly.
That is how topic-based scoring would look in Marketo in case you use a set off to determine and rating leads who devour webinar content material:
I’m utilizing the constraint “Video Title” right here, however you would additionally use “Participant Title”, “Group Title,” and even “Customized Attribute.”
Be mindful this technique will solely work in case you’ve organized your movies in such a manner that the kind of video seems within the video, participant, or group identify.
Piece of cake? Alright, sounds such as you is perhaps able to take issues to the following degree.
2. Tips on how to Set Up Share-Based mostly Video Lead Scoring
Now that you just’ve recognized several types of movies, it’s time to take into consideration not solely what video a prospect watched, but additionally how a lot of it they watched.
The rationale right here is {that a} prospect who watches a complete video (particularly an extended one) is extra worthwhile to you than one who solely watched the primary 30 seconds. The set off within the part above will qualify anybody who watches any portion of the video, so let’s iterate on it barely to incorporate % considered:
With the extra constraint of “% Considered,” the set off now takes under consideration {that a} lead not solely watched a webinar, however that additionally they watched not less than 50% of that webinar.
This can be a single set off exhibiting they’ll solely qualify to obtain factors after watching the desired quantity, however you would additionally create a number of good campaigns to provide totally different values of factors to prospects who watched totally different quantities of the identical webinar.
This could suffice for the lead scoring necessities of most corporations. The truth that video lead scoring takes proportion consumed under consideration is comparatively subtle, contemplating most different content material can’t be quantified or tracked as simply (for example, there’s no solution to know what number of pages of a PDF a prospect has learn).
If you wish to push the bounds slightly extra, there may be one ultimate variable we will take into consideration that’ll kick your video lead scoring up a notch.
3. Tips on how to Set Up Quantity-Based mostly Video Lead Scoring
This ultimate step permits you to look past particular person movies to know a lead’s degree of curiosity in your organization or options. With this, you possibly can floor leads who’ve spent loads of time-consuming your content material over a sure time interval, with the rationale that they’re possible nearer to buy.
On this ultimate instance, I’ve added two further constraints for “Minimal Variety of Instances” and “Date of Exercise” so I can determine leads which have watched not less than 50% of a minimal of three webinars up to now 30 days:
Notice that, as a customized exercise, Vidyard video knowledge is saved for 25 months in Marketo. This implies you’ll want to verify to not prolong “Date of Exercise” past that time. In the event you’re utilizing one other advertising automation platform, then be sure you test their knowledge retention coverage earlier than setting this timeline.
Once more, it is a comparatively easy instance, however you’ve got the flexibleness to construct further good applications to customise your video lead scoring mannequin in the best way that most closely fits your small business wants.
With that ultimate step, you’re completed!
Congratulations on implementing a video lead scoring mannequin and enhancing the efficacy of each your video advertising and advertising automation technique. Needless to say, like several lead scoring mannequin, it can require shut monitoring and anecdotal suggestions out of your gross sales staff. This can help you proceed to iterate on these campaigns as your organization and video technique evolves.
However that’s not all! You too can embed movies in Marketo touchdown pages and emails, add Marketo kinds and different interactive CTAs immediately into your movies, use video to set off Attention-grabbing Moments, and extra. See it in motion within the video.
