Sales Prospecting and B2B Sales: Creating an Effective Mutichannel Video Prospecting Journey
A recent Vidyard research study suggested that 71% of sales pros agree that video email outperforms plain text emails. While several technology sales leaders have written and spoken about how Covid-19 has changed B2B sales forever, the other part of most key observations entail the increased use of video, not just in sales but other customer facing and support or training roles too.
In a crowded marketplace, selling is challenging but what is not is creating an impact in your prospect’s mind with the right mix of creativity in your messaging, delivered using an effective omnichannel, multi-channel approach.
Video can serve to be a powerful marketing and sales medium. When used to gain the right audience attention through multiple online sales channels, B2B sales teams can win more ROI from their overall prospecting and video selling efforts.
Video Prospecting via Sales Emails
Sales emails are meant to follow a certain pattern to help drive better ROI and lead prospects through the buying funnel. Including a video or two within your sales nurture emails can increase open and click-through rates while also boosting email engagement metrics. Email will continue to be a valid and useful medium for both marketing and sales teams to pursue, nurture and drive final conversions from leads. Due to the power of email, email will always figure in a typical B2B sales or marketing team’s multichannel approach.
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Implementing the use of short, easy-to-consume video snippets with value-add quotes for instance can help brands drive differentiation in their messaging. Short videos can be used for automated follow ups and reminders or even to warm up a prospect as part of a first outreach.
Videos on Marketing and Sales Landing Pages
Even if your landing pages mostly sport gated content, to drive faster conversions or interest in your product and pitch, the use of videos on your campaign landing pages, even in the form of short snippets that give an overview of a certain use case or product feature can drive buyers to move to the next step. This is where marketing and sales teams can align on what kind of campaign should be run in unison and what landing page and theme can be put in place to meet the customer’s expected queries or concerns at a particular buying stage.
Videos for Social Media
Having an active social media presence is beneficial to B2B sales reps. Social media can influence sales journeys, can help sales reps identify prospects, can drive prospecting efforts and a lot more.
Using friendly videos that share learnings or product / industry know-hows can boost a sales reps image but also help them create a standing for themselves in the marketplace, thereby making it easier to network and close more deals. In a world of endless LinkedIn connection requests and constant Twitter updates, a video or two that is engaging, relevant and useful can boost how sales teams and brands build out their omnichannel practices while establishing their sales rep’s message in the market.
When marketing and sales teams align on core processes and also come to a consensus to drive a unified content creation and content delivery plan, campaigns will perform better and true ROI can be measured. For sales to drive multichannel engagement with videos, the right kind of videos based on a core video prospecting strategy needs to be built out using the right tools to achieve end goals.
A robust video prospecting strategy will allow sales teams to identify which platforms and mediums can be used to drive video engagement while also determining what kind of videos would work best where. Once these basic fundamentals are in place, it is easier to create, develop and deploy your videos through various online channels to the right audience to drive quicker conversions and deeper customer engagement.
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