If you’re like most companies these days you probably use Salesforce — and not just for tracking sales contacts and logging calls, but for marketing, financial reporting, inventory tracking, support and pretty much every facet of your business. Even content marketers are involved, with email and marketing automation toolsets.
But what about video? Until now video has been left out. I’m not necessarily talking about live video, I’m talking about video on demand — the assets your marketing team generates to quantify your pitch and value. This is most of the time ‘unsexy’ content, like customer stories and success related videos that will help with forwarding along the sales cycle.
Let’s talk video marketing. What does video marketing mean? My definition of video marketing, is delivering content to engage, interact, and inform content decisions and buyer lifecycle intelligence with the outcome of lower cost/high value conversions.
So how does this relate to Salesforce? It’s simple, video is a powerful collection tool that can in real-time impact buying decisions and strengthen buyer/vendor relationships. Thanks to things like contact tracking, lead gating, and video engagement data (Are your viewers watching the video or is it watching them?) sales reps can make quicker decisions around how to interact with their prospects. And Marketers, you can better message to the folks at all stages of the funnel.
Whether you are you are a basic Salesforce.com user or an advanced administrator, there is a ton of value for video and salesforce.
Here are my tips and things to think about when connecting video to your Salesforce account:
- Routing. Its important to have a clear “view-to-lead supply chain.” This is the flow of data from the video experience (video player and page it’s sitting on) delivered to the end consumption point, which is the sales rep or marketing manager. Is data flowing inbound to Salesforce direct via video marketing platform or is it flowing through a marketing automation system like Marketo or Eloqua? Most of the time video data will be fed directly to marketing automation platforms.
- Capture point is very important. At what point are you collecting contact data? Is it a call-to-action or annotation in the video or something on the page level? Knowing this and is great for testing different types of video call-to-actions so you can see whats working best and where those conversions are taking place.
- Lead Source and Video Source. Meta-data can streamline the parsing of data related to contact viewing records. Make sure the appropriate meta-data is associated with each video to ensure success. With a high volume of video viewership, its extremely import to set standard custom video fields to pass to Salesforce.
- Real-time notifications and Lead Tracking. Make sure reps are armed with the real-time data on how their contacts are engaging with video deployed on their website, email, and shared across the web. Vidcaster provides the leading real-time video marketing analytics suite available today.
Those 4 tips and thoughts are very high level. If you would like to learn more about how Vidcaster customers are using video marketing software to open up video visibility, reduce landing page development times, and gain deeper insights into buying behaviors. Contact us to speak with a representative.
The post Video Marketing With Salesforce appeared first on Altitude: Elevating Video.
