You’ve discovered prospect. You’ve carried out your homework. Now it’s time for outreach. But how to seize their consideration?
For Frank Weschler, Sales Development Rep at Dynamic Signal, the reply was simple: Video prospecting.
When he was assigned Buffalo Wild Wings as a goal account, Frank knew he wanted to do one thing particular to break by the noise.
That’s why he drove to certainly one of their eating places and picked up an order of their hottest scorching wings to go. Made from ghost peppers, the corporate’s Blazin’ wings measure in at 350,000 items on the Scoville scale.
Frank hit document on a one-to-one video message and began to eat. Once he was down a wing, he delivered his pitch—by laughter, tears, and near-choking.
Needless to say, he booked the assembly.
Of course, video isn’t all that made Frank’s pitch stand out. His creativity and daring method have been an enormous think about his success (and an enormous a part of what netted him a coveted Video in Business Award). But video is the medium that allow all of that shine.
Think about this: If he’d merely written that he tried the wings in an electronic mail, or ship a photograph after consuming one, it wouldn’t have had almost the identical influence as watching him battle to share his pitch in real-time.
There’s a elementary reality that every one gross sales reps know: Outreach is f@*#ing laborious. Cold outreach particularly so.
Video may also help you break by the noise, get a response, and e-book that assembly.
- 1.Video Prospecting Definition: What is It?
- 2.Why Should I Bother Prospecting with Video?
- three.When Should I Use Video Outreach?
- four.How Do I Make a Prospecting Video for B2B?
- four.1 Choose Your Timing
- four.2 Research Your Prospect
- four.three Decide What Type of Video to Use
- four.four Write Your Script (or Use One of Ours)
- four.5 Record Your Video
- four.6 Select an Attention-Grabbing Thumbnail
- four.7 Write Supporting Message Copy
- four.eight Include a CTA
- 5.What Are Some Best Practices for Video Prospecting?
- 5.1Dedicate Time Blocks for Video Recording
- 5.2Send Out Account-Level Videos for Key Accounts
- 5.threeGroup Leads and Record One Video for Multiple Recipients
- 5.fourLeverage a Folder of Pre-Recorded Videos
- 5.5Don’t Be Afraid to Get Creative
Video Prospecting Definition: What is It?
So, what’s video prospecting precisely? It’s outreach that comes with video. It will be carried out through electronic mail, social media, and even textual content message.
Video prospecting makes use of video messages as a elementary element of the outreach to seize a potential buyer’s consideration and join with them.
The idea is easy. The outcomes are highly effective. And anybody can do it—all it takes is a free device, a webcam, and somewhat little bit of observe.
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Why Should I Bother Prospecting with Video?
A whopping 40% of gross sales reps say that prospecting is probably the most difficult a part of the gross sales course of. Luckily, video’s right here to assist.
Frank isn’t the one one seeing success with video prospecting. These stats show simply how far-ranging the advantages of video outreach (and video for gross sales, basically) are.
- Improve Open Rates—gross sales groups that use video get a 16% bump in open charges (SalesLoft)
- Get More Replies—gross sales groups that use video see a 26% improve in replies (SalesLoft)
- Net a Higher Click-Through—emails that comprise video have 4x the CTR of emails with out (Inside Sales)
- Close More Deals—closed offers contain utilizing webcams 41% extra usually than misplaced offers (Gong)
- Gain a Competitive Advantage—solely 43.eight% of gross sales groups use video of their prospecting technique (Inside Sales)
But that’s not all.
Video makes sending outreach emails quicker and simpler. How? Unsurprisingly, gross sales reps spend 21% of their day writing emails.
Whether you’re recording a fast video relatively than writing out a protracted message or including a pre-recorded video to increase an electronic mail, video is an enormous time saver.
Personal video permits us to showcase our persona and create that vital human connection. Unlike a cellphone name or an electronic mail, a private video is memorable and places a face to a reputation. So even should you do find yourself on a cellphone name with a prospect, the decision is simply that significantly better.
Roger Bernardino1HuddleVP of Business Development
But video doesn’t simply assist in the messaging section. It’s additionally a key tactic when it comes to follow-up.
Every gross sales rep is aware of how a lot timing issues. In reality, reps who attain leads inside an hour are 7x extra doubtless to have significant conversations with choice makers. Video makes that simpler too. How?
A video device constructed for gross sales (like Vidyard) really notifies reps when prospects have watched their movies—in actual time. That means you possibly can comply with up precisely when your prospect’s most engaged.
Connect, Convert, and Close More Deals Easily create and share 1-to-1 movies.
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Convinced? Read on to be taught extra about when and the way to use video prospecting in your gross sales course of.
When Should I Use Video Outreach?
The reply to the query, “When should I use video prospecting?” will be so simple as: Wherever and everytime you want a lift.
The barely extra detailed reply is: Start with part of your course of that looks like a pure match for video, and take a look at, take a look at, take a look at to see what works.
Figuring out the place to use video prospecting comes down to fascinated by the elements of your course of that may profit most from face-to-face interplay.
In many circumstances, precise in-person conferences merely aren’t potential. Video is the right digital substitute for face time—it builds equally sturdy connections, however at a fraction of the associated fee, time, and energy.
Video prospecting typically works properly for:
- Sending chilly outreach
- Reconnecting with a prospect
- Leveraging current information to join with an account
- Prospecting from one-to-many
- Highlighting a chunk of selling content material
It all is determined by your course of, your online business, and your potential prospects. Test video in a wide range of totally different factors in your cadences to see the place it really works finest.
How Do I Make a Prospecting Video for B2B?
Creating prospecting movies is almost as simple as choosing up the cellphone. Plus it’s simpler and extra environment friendly.
1. Choose Your Timing
Before you get into making your precise video, you want to take into consideration the place it suits in your prospecting cadences. Will or not it’s your first outreach? A follow-up nudge? A wake-the-dead effort?
Once you already know the place your video belongs within the gross sales course of, then you possibly can keep it up with really making it.
Pro Tip: Sales emails containing video despatched throughout the second and twentieth days of a cadence resulted in considerably larger reply charges, in accordance to SalesLoft. Test to see the place within the course of video works finest for you.
2. Research Your Prospect
As with any efficient outreach tactic, you want to know your prospect earlier than you ship them a prospecting video.
Who are they? What’s their title? What degree of the group are they? What are their obligations, challenges, and ache factors?
Once you already know this stuff, then you possibly can craft a pitch that reveals how your resolution helps.
This video prospecting instance from Vidyard’s Diana Huynh reveals the ability of excellent analysis. Covered in sticky notes that talk to her prospect’s ache factors, it’s clear Diana has carried out her homework.
three. Decide What Type of Video to Use
There are 4 several types of gross sales movies. Before you make yours, you have got to decide which one to use. Each is finest suited to sure conditions:
- Webcam: Perfect for introducing your self and relationship-building as your face is entrance and heart
- Screen Share: Great for explaining or strolling by one thing as you possibly can present in addition to inform
- Marketing-Personalized: Handy for outreach at scale as you should use automation to personalize the movies relatively than making them individually for every prospect
- Playlist: Excellent for including a private intro to a pre-recorded video or curating a group of movies for a prospect to view
Different kinds of gross sales movies work properly at totally different factors in your cadences.
four. Write Your Script (or Use One of Ours)
If you have got a cellphone script or speaking factors that you just sometimes use, this can be very easy. Don’t fear although, it’s not robust even should you don’t.
If you have already got a cellphone script, take into consideration what visible components you may add or how you may adapt it to work for video.
If you don’t, this easy framework is an effective approach to begin fascinated by what components to embody in your video script (and in what order).
- Introduction: Greet them and introduce your self
- Value: Mention the relevance of your outreach
- Purpose: Explain why you’re reaching out
- Next Steps and CTA: Encourage them to e-book a gathering
- Thank You: Show gratitude by thanking them for watching
If you’re feeling caught, begin with certainly one of our gross sales script templates and fill within the blanks on your distinctive resolution, worth prop, and advantages.
5. Record Your Video
This would possibly really feel just like the scary half, however simply keep in mind: Small “imperfections” are what individuals have a tendency to love most about one-to-one video.
Don’t be afraid to stumble over your phrases often.
If you’re nervous, there are a number of easy issues you are able to do to get extra comfy on digicam. The greatest one is observe. The extra you do it, the better it turns into and the extra pure it’ll really feel.
Keep your video conversational and pure. If you stammer, who cares? People like it if you’re your genuine self.
Adam RatajHubSpotSales Manager Mid-Market
For finest outcomes, comply with a number of video manufacturing fundamentals:
- Use the perfect lighting accessible—if potential, sit close to a window for pure mild
- Get the clearest sound potential—individuals can forgive dangerous video, they not often forgive dangerous audio
- Choose your recording location rigorously—keep away from litter and distractions
Remember, it doesn’t have to be excellent. Do the perfect with what you have got accessible. Sometimes the scrappiest options work the perfect.
Vidyard Commercial Account Executive Alana Couzelis nails the video manufacturing fundamentals on this A+ prospecting video instance.
6. Select an Attention-Grabbing Thumbnail
Your video’s no good if nobody watches it. That’s the place your thumbnail is available in. It entices the viewers to click on play.
That’s why it’s crucial to decide one, one thing that catches your prospect’s eye.
To get prospects to click on on the thumbnail, I’ll name up their LinkedIn profile and have that on the display or write their identify on a whiteboard. I at all times say their identify, position and firm in my opening. I’ll additionally attempt to reference one thing they’ve written about their position or their firm, and communicate to them as if I’m talking to a buddy to construct instantaneous rapport. It’s a surprisingly low effort on my half, however it has a big effect. I’ve solely had constructive suggestions.
Michelle SuJostleMarketing Development Representative
When it comes to one-to-one video prospecting messages, this will imply together with one thing that highlights that you just made the video only for them. Lots of reps like to use a whiteboard, chalkboard, or magnet board to write the prospect’s identify.
Consider utilizing an animated GIF—the motion is tough to ignore. If you’re doing this, take into account smiling and waving initially of your video so the very first thing your prospect sees is a pleasant smiling face.
Who may resist this colourful, private, animated thumbnail? The visuals draw you in, then Candace Jue, former Vidyard Senior BDR, does an amazing job of delivering her message in solely a minute.
As with all different elements of your video, take a look at what works finest.
7. Write Supporting Message Copy
Video’s highly effective, however it may’t stand fully alone. Be certain to name consideration to it proper from the outset.
In reality, utilizing the phrase “Video” in an electronic mail topic line boosts open charges by 19%, click-through charges by 65%, and reduces unsubscribes by 26%.
You’ll need to point out your video within the message’s physique copy as properly. Be certain to embody a short intro in your electronic mail copy earlier than dropping in your video thumbnail. Use this textual content to present some context about what the video’s about so prospects know why they need to watch.
Think about the place your video thumbnail belongs in your message too. Best observe is to write a line or two that’ll seem earlier than and after your video.
If you’re in search of a leaping off level, SalesLoft analyzed greater than 134 million emails to see what labored. They discovered that groups who place movies after the primary 10% of electronic mail copy however earlier than the midway level see the largest improve in replies.
There was additionally a bump for reps who included the video on the very finish of their message, reminiscent of within the submit script.
And, after all, be sure you embody some sort of name to motion (CTA) and log off.
eight. Include a CTA
Every gross sales message ought to direct the prospect to take subsequent steps and your video prospecting isn’t any totally different.
Be certain to embody a CTA, each in your video and in your supporting copy. The video CTA will be so simple as you saying, “Reply to this email,” within the video.
Adam Rataj, HubSpot Sales Manager Mid-Market, demonstrates an efficient in-video CTA on this fast recording that he sends to individuals who’ve signed up for HubSpot’s free product.
Or, take issues to the following degree through the use of a plugin to add a calendar CTA so prospects can e-book a gathering straight out of your video.
And don’t overlook to reiterate your subsequent steps in your video’s supporting message copy. The motion you need prospects to take subsequent ought to be crystal clear.
What Are Some Best Practices for Video Prospecting?
Once you’re up and operating, there are a number of easy issues you are able to do to make sure you get probably the most bang on your buck out of video.
Keep it Short
When it comes to prospecting movies, shorter is nearly at all times higher. Cold outreach movies ought to be round 30 seconds lengthy up to 60 seconds most.
This means you have got to concentrate on a very powerful a part of your message.
It’s a great way to present you respect the prospect’s time. Plus, persons are extra doubtless to watch your complete video if it’s shorter.
While 52% of individuals will watch a video all through, no matter size, greater than two-thirds of individuals will stick round to the tip if it’s lower than 60 seconds lengthy, in accordance to analysis from our 2019 Video in Business Benchmark Report.
Dedicate Time Blocks for Video Recording
While it’s completely okay to document movies all through the day as you want them, you’ll be way more environment friendly if you determine what movies you’ll want that day (or week) and document all of them in a single time block.
This permits you to get your recording spot arrange as soon as and helps you get you within the video making zone. Once you’re warmed up, it’ll take no time in any respect to document dozens of movies at a time.
Send Out Account-Level Videos for Key Accounts
Whether your organization does account-based advertising or not, it is a concentrating on tip that’ll up your video effectivity.
If you’re prospecting a bunch of individuals throughout the identical firm, you don’t want to document a private, one-to-one video message for every one.
Instead, make a single video that’s custom-made to the group (or perhaps a group inside it) and their particular wants. Send it to your entire contacts in that org.
This is a good way to maintain issues customized and private, however do it at scale.
Group Leads and Record One Video for Multiple Recipients
Odds are, your leads have quite a bit in widespread. Title, job perform, business, possibly even first identify.
If you sit down forward of recording and group leads collectively primarily based on widespread attributes, you could find a way to document one video that works for a number of individuals, whereas nonetheless feeling custom-made to their distinctive wants.
Leverage a Folder of Pre-Recorded Videos
Not each single video you ship as a part of your gross sales course of has to be customized recorded proper at that second.
If you end up answering the identical query usually or operating by the identical mini-demo script, take into account recording a model of that video which you can maintain useful in your library.
When I began getting the identical questions again and again, I created one video and despatched it to individuals… I ship one video relatively than drafting up an especially advanced electronic mail that’s going to be revised a number of occasions after I reread it and reread it. Or I may simply clarify it on a fast video, ship it their approach, they usually’re completely happy as a clam.
Adam RatajHubSpotSales Manager Mid-Market
You also can reap the benefits of marketing-created movies, like explainers and demos.
This method means you possibly can ship out that pre-recorded video anytime you want it, relatively than capturing it recent every time. It’s an enormous time saver and the form of factor that’ll actually allow you to scale your video efforts.
Don’t Be Afraid to Get Creative
Creative movies have a tendency to be probably the most attention-grabbing and sometimes get the perfect reactions. Prospects can’t resist replying when reps do one thing actually exterior the field.
We attempt to at all times maintain it very actual and pure. For occasion, a BDR could also be capturing a name recap and different group members will do a fly-by; photobomb into the body to say ‘hi’. It helps prospects put faces to names and to really feel warmly welcomed.
Eric SimmonsMediaValetVP of Sales
This will be so simple as holding up a product from the prospect’s firm (in the event that they make bodily merchandise), visually aligning your self with some curiosity of theirs (as an example, by carrying a jersey from their favourite sports activities group), or wishing them a contented birthday/vacation/and many others. with some sort of prop.
It can be as elaborate as carrying some form of costume, altering places, or scripting a little bit of a narrative on your video. We know one rep who dressed up as Sherlock Holmes and one other who recreated the outsized message card scene from Love Actually (sure, it labored).
In this glorious video prospecting instance, Terminus’ Morgan Gillespie makes use of her prospect’s ardour to ship an amazing analogy with an impossible-to-resist thumbnail.
What are you ready for? Give video prospecting a attempt right this moment and reap the advantages.
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