24/02/2022
How To Use Video For Lead Scoring (With Examples)
Are your viewers ready to buy from you? Video metrics might reveal the answer. They don’t just track when, where, and how people are watching your videos. They can also offer insight into whether those viewers are ready to become customers. That’s why you should be using video for lead scoring. If you’re not already taking video into account, you’re missing out on valuable information. Just ask former Wistia Content Marketing Manager Meisha Bochicchio.
“Funneling our video data into our CRM has been a huge tool for our sales team,” Bochicchio said. “This allows them to easily understand where a prospect is in their journey and customize their outreach.” In short, it helps them track the sales journey.
Let’s take a closer look at how to use video for lead scoring and what it can do for your business.
What Is Lead Scoring?
Lead scoring is a method used to evaluate customer intention. Are they ready to buy? It’s based on the individual’s level of engagement with your brand. This is known as purchase intent. Higher intent means they’re more likely to buy.
Obviously, measuring data on a user-by-user basis is a lot easier if you have the right tools for the job. Marketing automation platforms and CRMs like Hubspot, Marketo, or Pardot, give you the reporting you need to get started.
Wistia’s video hosting and marketing software also includes CRM integrations and lead scoring functionality. They felt that using lead scoring themselves would be the best way to encourage their audience to use it.
“We have tons of video assets across our web properties, so it made sense to make the most of these investments by feeding this data to other tools,” Bochicchio said.
Whatever tools you use, you’ll need to start by identifying what you want to know and how you plan to measure it. In short, you need a scoring system.
