With today’s technology, our knowledge of human behavior online is growing faster than we can comprehend. We aren’t just able to track what people clicked while visiting one website and associate that action with a click on a completely different website, but now we can also track video viewing behavior of individual contacts with impressive insight and accuracy. Unfortunately, many organizations only rely on clicks, page views and forms to track contact behavior. I used to be in one of those organizations and I thought we knew so much contact tracking.
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With just a marketing automation system (MAP), I only get a stream of pages visited and links clicked.
The Time Suck
At my previous organization, my demand generation efforts relied on page views, link clicks and email opens. I thought because a prospect clicked some links and opened some pages that they were qualified. I also fell for the common trap that if someone clicks on a video link that they watched the video. That was untrue. I spent many hours tracking unqualified leads because I didn’t have good data. I quickly learned robust contact tracking goes beyond clicks and visits. I just didn’t know what would solve that problem. I eventually moved on from that company to Vidcaster, a B2B business.
“I quickly learned robust contact tracking goes beyond clicks and visits.” -@iceduck1 #leadgeneration
The Transition
In B2B sales, a visit to your website means someone is investigating your technology solution. Get their contact information so you can talk with them! For example: they just downloaded a piece of content and you need to follow up with them. Did they read it? Did they at least skim it? You will never know. As a sales rep you are left crafting an email with few quality facts about the prospect, only assumptions. This is a poor outcome. Fortunately, Vidcaster leverages its online video platform to capture and track leads throughout the sales process.
With contact tracking level analytics, we are able to see how many times and what parts of a particular video a prospect has watched, and this is all done graphically with heat maps, so its easy to pick out engagement highlights.
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This additional data allows a sales person to craft an email with relevant facts about the prospect. In other words, a sales rep can now reach out to a prospect knowing what content has been consumed versus what content may have been consumed. This enables highly targeted emails that lead to higher response rates, higher quality leads and a faster sales cycle.
Using an intelligent video platform allows me and my team to more accurately target qualified prospects and give more relevant information to move a prospect further down the sales funnel.
You can learn more about using Vidcaster’s platform for lead generation and content tracking by watching our pre-recorded webinar, “Doing Great (and measurable) Things With Video”.
The post How Video Contact Tracking Changed My Sales Process appeared first on Altitude: Elevating Video.
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