Scoring Leads Based on Video Consumption
Video advertising and marketing platforms combine along with your advertising and marketing automation platform (MAP) or buyer relationship administration (CRM) system to present you which ones leads have watched which movies and for a way lengthy. Vidyard’s integration with Marketo makes it simple to begin small after which construct up your video lead scoring mannequin as your video technique expands.
In this submit, I’ll focus on three steps you may soak up Marketo utilizing Vidyard video viewing information to consider a lead’s curiosity primarily based on their viewing consumption:
- Topic-based video lead scoring: Which movies on what subjects has a lead watched?
- Percentage-based video lead scoring: How a lot of a single video has a lead seen?
- Volume-based video lead scoring: How many minutes of video has a lead seen in whole?
These steps will construct off one another, so you can begin easy with the 1st step after which return for steps two and three once you’re prepared.
1. How to Set Up Topic-Based Video Lead Scoring
If 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 seen and mapping it to a stage of your shopping for cycle.
For occasion, a prospect who watched a top-of-funnel video, like one you’d discover in a weblog submit, would obtain fewer factors than one who watched a bottom-of-funnel video, similar to a product demo. Those are apparent examples however there are many gray areas, so learn our weblog submit about varieties of video to make sure you’re mapping your movies to the proper funnel stage—then and rating them accordingly.
This is how topic-based scoring would look in Marketo for those who use a set off to establish and rating leads who eat webinar content material:
I’m utilizing the constraint “Video Name” right here, however you can additionally use “Player Name”, “Group Name,” and even “Custom Attribute.”
Keep in thoughts this technique will solely work for those who’ve organized your movies in such a means that the kind of video seems within the video, participant, or group title.
Piece of cake? Alright, sounds such as you may be prepared to take issues to the subsequent stage.
2. How to Set Up Percentage-Based Video Lead Scoring
Now that you just’ve recognized various kinds 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 whole video (particularly a longer one) is extra invaluable 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 embody p.c seen:
With the extra constraint of “Percent Viewed,” the set off now takes into consideration that a lead not solely watched a webinar, however that additionally they watched at the least 50% of that webinar.
This is a single set off displaying they’ll solely qualify to obtain factors after watching the desired quantity, however you can additionally create a number of good campaigns to give totally different values of factors to prospects who watched totally different quantities of the identical webinar.
This ought to suffice for the lead scoring necessities of most corporations. The proven fact that video lead scoring takes share consumed into consideration is comparatively refined, contemplating most different content material can’t be quantified or tracked as simply (as an illustration, there’s no means to know what number of pages of a PDF a prospect has learn).
If you need to push the boundaries a little extra, there may be one ultimate variable we will take into consideration that’ll kick your video lead scoring up a notch.
3. How to Set Up Volume-Based Video Lead Scoring
This ultimate step permits you to look past particular person movies to perceive a lead’s stage of curiosity in your organization or options. With this, you may floor leads who’ve spent a lot of time consuming your content material over a sure time interval, with the rationale that they’re doubtless nearer to buy.
In this ultimate instance, I’ve added two extra constraints for “Minimum Number of Times” and “Date of Activity” so I can establish leads which have watched at the least 50% of a minimal of three webinars up to now 30 days:
Note that, as a customized exercise, Vidyard video information is saved for 25 months in Marketo. This means you’ll want to ensure not to prolong “Date of Activity” past that time. If you’re utilizing one other advertising and marketing automation platform, then ensure to verify their information retention coverage earlier than setting this timeline.
Again, that is a comparatively easy instance, however you have got the pliability to construct extra good packages to customise your video lead scoring mannequin in the best way that most closely fits your enterprise wants.
With that ultimate step, you’re completed!
Congratulations on implementing a video lead scoring mannequin and bettering the efficacy of each your video advertising and marketing and advertising and marketing automation technique. Keep in thoughts that, like every lead scoring mannequin, it would require shut monitoring and anecdotal suggestions out of your gross sales group. This will enable you to proceed to iterate on these campaigns as your organization and video technique evolves.
But that’s not all! You may also embed movies in Marketo touchdown pages and emails, add Marketo kinds and different interactive CTAs immediately into your movies, use video to set off Interesting Moments, and extra. See it in motion within the video.