The three Steps to Implement a Video Lead Scoring Mannequin

Watch and StudyNeed to higher perceive why it’s vital for video to be a part of your lead scoring mannequin and qualification course of? Get the overview with this quick explainer video.

Scoring Leads Based mostly on Video Consumption

Video advertising platforms combine together with your advertising automation platform (MAP) or buyer relationship administration (CRM) system to point out you which ones leads have watched which movies and for a way lengthy. Vidyard’s integration with Marketo makes it straightforward to start out small after which construct up your video lead scoring mannequin as your video technique expands.

On this publish, I’ll focus on three steps you may absorb Marketo utilizing Vidyard video viewing knowledge to judge a lead’s curiosity primarily based on their viewing consumption:

1. Matter-based video lead scoring: Which movies on what subjects has a lead watched?
2. Share-based video lead scoring: How a lot of a single video has a lead seen?
3. Quantity-based video lead scoring: What number of minutes of video has a lead seen in complete?

These steps will construct off one another, so you can begin easy with the first step after which return for steps two and three once you’re prepared.

1. The way to Set Up Matter-Based mostly Video Lead Scoring

In case you don’t have many movies or are simply beginning to lead rating your movies, then begin with topic-based video lead scoring. This technique depends on taking a look at what sort of video a lead seen and mapping it to a stage of your shopping for cycle.

For example, a prospect who watched a top-of-funnel video, like one you’d discover in a weblog publish, would obtain fewer factors than one who watched a bottom-of-funnel video, equivalent to a product demo. These are apparent examples however there are many gray areas, so learn our weblog publish about varieties of video to make sure you’re mapping your movies to the right funnel stage—then and rating them accordingly.

That is how topic-based scoring would look in Marketo if you happen to use a set off to establish and rating leads who eat webinar content material:

I’m utilizing the constraint “Video Identify” right here, however you can additionally use “Participant Identify”, “Group Identify,” and even “Customized Attribute.”

Take into accout this technique will solely work if you happen to’ve organized your movies in such a manner that the kind of video seems within the video, participant, or group identify.

Piece of cake? Alright, sounds such as you is perhaps able to take issues to the following stage.

2. The way to Set Up Share-Based mostly Video Lead Scoring

Now that you simply’ve recognized various kinds of movies, it’s time to consider not solely what video a prospect watched, but additionally how a lot of it they watched.

The rationale right here is {that a} prospect who watches a complete video (particularly an extended one) is extra invaluable to you than one who solely watched the primary 30 seconds. The set off within the part above will qualify anybody who watches any portion of the video, so let’s iterate on it barely to incorporate % seen:

With the extra constraint of “% Considered,” the set off now takes under consideration {that a} lead not solely watched a webinar, however that in addition they watched not less than 50% of that webinar.

It is a single set off exhibiting they’ll solely qualify to obtain factors after watching the required quantity, however you can additionally create a number of sensible campaigns to present completely different values of factors to prospects who watched completely different quantities of the identical webinar.

This could suffice for the lead scoring necessities of most corporations. The truth that video lead scoring takes proportion consumed under consideration is comparatively subtle, contemplating most different content material can’t be quantified or tracked as simply (as an example, there’s no strategy to know what number of pages of a PDF a prospect has learn).

If you wish to push the bounds somewhat extra, there’s one remaining variable we are able to consider that’ll kick your video lead scoring up a notch.

3. The way to Set Up Quantity-Based mostly Video Lead Scoring

This remaining step permits you to look past particular person movies to grasp a lead’s stage of curiosity in your organization or options. With this, you may floor leads who’ve spent a variety of time-consuming your content material over a sure time interval, with the rationale that they’re possible nearer to buy.

On this remaining instance, I’ve added two further constraints for “Minimal Variety of Instances” and “Date of Exercise” so I can establish leads which have watched not less than 50% of a minimal of three webinars previously 30 days:

Notice that, as a customized exercise, Vidyard video knowledge is saved for 25 months in Marketo. This implies you’ll want to verify to not prolong “Date of Exercise” past that time. In case you’re utilizing one other advertising automation platform, then you’ll want to verify their knowledge retention coverage earlier than setting this timeline.

Once more, this can be a comparatively easy instance, however you may have the flexibleness to construct further sensible packages to customise your video lead scoring mannequin in the way in which that most closely fits your corporation wants.

With that remaining step, you’re completed!

Study from the Professionals Vidyard’s Christina Garland walks by the right way to lead rating your movies with Vidyard.

Congratulations on implementing a video lead scoring mannequin and bettering the efficacy of each your video advertising and advertising automation technique. Take into account that, like every lead scoring mannequin, it should require shut monitoring and anecdotal suggestions out of your gross sales staff. This may help you proceed to iterate on these campaigns as your organization and video technique evolves.