Blog

Marketing and sales teams rely on lead scoring to identify high quality prospects who want to track them. This improves the efficiency of the sales process, increases conversion rates and improves the buyer's journey by providing relevant information when leads are most busy.

With video becoming the preferred content for many buyers, marketers had to develop a way to include video in their lead scoring models.

What is lead scoring? (And why should it contain video?)

Lead scoring is a fundamental component of marketing automation that allows you to effectively track and assign points for your prospect's online actions to determine when they are considered "ready to sell".

With the ability to track viewer engagement, video is a valuable tool to accurately and efficiently evaluate your potential customers. Since 72% of people watch a video about text-based content, it makes sense that your marketing strategy contains more and more videos over time. Since it plays a more important role in your strategy, you obviously have to include videos in your lead scoring model.

Would you like to better understand why it is important that video is part of your lead scoring model and qualification process? Get an overview with this short explanatory video.

Rating leads based on video consumption

Video marketing platforms can be integrated into your Marketing Automation Platform (MAP) or your Customer Relationship Management (CRM) system to show you which leads viewed which videos and for how long. Vidyard's integration with Marketo makes it easy to start small and then build your video lead scoring model as your video strategy expands.

In this post, I'll explain three steps you can take in Marketo using Vidyard video display data to assess a lead's interest based on their ad usage:

1. Topic-based video lead assessment: Which videos on which topics has a lead seen?
2. Percent based video lead rating: How much of a single video has a lead seen?
3. Volume-based video lead scoring: How many minutes of video did a lead watch in total?

These steps build each other up so that you can simply start with step one and then return to steps two and three when you are ready.

1. Set up the topic-based video lead rating

If you don't have a lot of videos, or are just starting to rate your videos, start with the topic-based rating of video leads. This strategy is based on examining what type of video a lead viewed and assigning it to a phase of your buying cycle.

For example, a prospect who watched a top-of-funnel video, as found in a blog post, would receive fewer points than a prospect who watched a bottom-of-funnel video, e.g. , B. a product demo. These are obvious examples, but there are many gray areas. So read our blog post on video types to make sure you’re assigning your videos to the correct funnel level and rate them accordingly

Here's what topic-based scoring would look like in Marketo if you use a trigger to identify and evaluate leads that consume webinar content:

I'm using the "video name" restriction here, but you can also use "player name", "group name", or even "custom attribute".

Note that this strategy only works if you've organized your videos so that the video type appears in the video, player, or group name.

Piece of cake? Okay, it sounds like you're ready to take things to the next level.

2. Set up the video lead rating percentage

Now that you've identified different types of videos, it's time to consider not only which video a prospect saw, but how much of it they saw.

The reason for this is that a prospect who is watching an entire video (especially a longer one) is more valuable to you than someone who has only seen the first 30 seconds. The trigger in the section above qualifies anyone who watches part of the video. So let's repeat it slightly to include the percentage shown:

With the additional restriction "percent displayed", the trigger now takes into account that a lead not only saw a webinar, but also saw at least 50% of this webinar.

This is a single trigger, indicating that you will only qualify for points after viewing the specified amount. However, you can also create multiple smart campaigns to give different points values ​​to potential customers who viewed different amounts of the same webinar.

This should suffice for most companies' lead rating requirements. The fact that the percentage consumption is taken into account when evaluating video leads is relatively high, since most other content cannot be quantified or tracked so easily (for example, it is not possible to determine how many pages of a PDF document a prospect has has read).

If you want to push the boundaries a little further, there is one final variable that we can consider to further improve your video lead.

3. Set up the volume-based video lead rating

In this last step, you can look beyond individual videos to understand a lead’s interest in your business or solutions. This way, you can show up leads that have spent a long period of time consuming your content on the grounds that they are likely to be closer to buying.

In this last example, I added two additional restrictions on "minimum number of times" and "date of activity" so that I can identify leads who have seen at least 50% of at least three webinars in the past 30 days:

Note that Vidyard video data is stored as a custom activity in Marketo for 25 months. This means that you have to make sure that the activity date is not extended beyond this point. If you are using a different marketing automation platform, be sure to review their data retention guidelines before setting this schedule.

Again, this is a relatively simple example, but you have the flexibility to create additional smart programs to customize your video lead scoring model to best suit your business needs.

You are done with this last step!

Congratulations on implementing a video lead scoring model and improving the effectiveness of your video marketing and marketing automation strategy. Note that, as with any lead scoring model, close monitoring and anecdotal feedback from your sales team is required. In this way, you can continue to go through these campaigns as your business and video strategy evolve.

Find out more about Vidyard + Marketo

With Vidyard Marketo integration, you can access and use powerful video display data to further refine your lead rating.

But that's not all! You can also embed videos in Marketo landing pages and emails, insert Marketo forms and other interactive CTAs directly into your videos, trigger moments of interest using videos and much more. See it in action in the video.