Video is a powerful tool for individual reps. But when the entire sales organization coordinates its video selling efforts, it can elevate mere tactics into a revenue-crushing sales strategy.
That’s because—beyond offering personal, authentic outreach—video helps sales teams collectively earn more mindshare, spend more time selling, and improve quicker.
In fact, HubSpot has called it one of 10 skills every sales development rep needs to master—though SDRs certainly aren’t the only ones who’ll find video valuable.
Despite the prevalence of tech advances, a personal, one-to-one video is still a surprising thing to receive in your inbox.
Emails with “Video” in the title are still 8x more likely to be opened and 3x more likely to earn a response.
Now, getting one video in your inbox is surprising. But getting a video from several different people at the same organization? That’s memorable. If account executives, business development reps, and sales consultants all use video, their company earns a reputation for personable, authentic outreach.
Even if prospects don’t respond to the first message, videos build familiarity. A new rep prospecting into closed-lost accounts gets a big advantage: They’re using the same unusual format—videos—that the last rep used. This lends continuity and makes them a lot more likely to earn a response.
If prospects do watch the video, it’s worth millions of words. Video conveys information in three modalities at once: Images, audio, and text. A minute spent reading an email with a screenshot pales in communicative comparison to a minute of video where a prospect shows how simple their software is.
Sales teams armed with a video platform benefit from an economy of scale.
Rather than recording a new video each time they send an email or LinkedIn InMail, sales teams can save them and create playlists. They can reuse videos, but also mix and match. If a marketing video does a perfect job of explaining the product, why reinvent? Salespeople can simply tack on a brief, personalized introduction and hit send.
Video platforms also can pass data directly to the customer relationship management (CRM) and marketing systems, allowing teams to trigger alerts for when prospects have watched videos or watched a certain percentage of the video. Marketing teams can score leads and accounts based on how much of the videos they’ve watched and better personalize their account-based marketing campaigns.
For example, sales teams can:
Less time spent recording or checking up on who watched means salespeople get the benefit of video, but have more time for actual selling.
Sales teams using a video platform can use analytics to measure the metrics that matter:
Sales leaders can add video reports to their CRM dashboard to see how individual reps perform. For example, do a handful of reps generate the lion’s share of booked meetings? Or does a single rep earn an abnormally high response rate?
You can dig in to view their videos, see what they do differently, and coach the rest of the team based on what you find.
To test video’s effectiveness, try rolling it out to one particular team, or even just a few individuals, and see how it alters their performance compared to the rest of the organization.
Leaders can also view video performance for the entire team and ask questions such as: How do videos influence deals? Where do they show up in deal cycles?
Business development managers can see how video influences responses and meetings booked. Sales managers and customer success managers can view win rates, renewal rates, and even measure the dollar-value video adds to pipeline and revenue.
Sales enablement organizations also benefit. They can see which videos work best at each stage and advise sales reps accordingly.
The data can be as granular as they want: Sales enablement teams can view which parts of videos individual prospects view, skip, or repeat, to fully understand how they consume video and how the team can use it to drive more sales.
The key is to maintain the mindset of continuous testing and measurement. Look at how individual teams or reps are using video and how many meetings they’re booking. If one person is sending a lot of videos and their engagement rate is low, I want to know what’s happening. Same with someone who sends fewer videos, but gets higher response rates. Analytics can help you discover pockets of excellence on your team, and when you find something that’s working, you can immediately share that across your team.
Team-wide video usage elevates it from a tactic to a strategy that builds upon itself. Team-wide use helps everyone earn more mindshare, spend more time selling, and improve quicker. And if a combination like that doesn’t help you crush quota, what will?
This post was originally published on January 23, 2019. It was updated on June 15, 2020.