Video Content Analytics: 3 Metrics that Help Reps Sell

January 22, 2014 | Brendan Cournoyer
Video Content Analytics: 3 Metrics that Help Reps Sell

Video marketing and Big Data can be a powerful combination for organizations. But it’s not just about the numbers you see; it’s how you use them that matters. With that in mind, here are three simple ways sales reps can get more out of video content analytics.

One of the biggest (and most underrated) benefits of content marketing is its value as a sales enablement strategy for reps. Simply put, great content helps reps sell better, and online video has become an especially valuable tool.

Reps can use video content to drive business in a number of ways, from lead scoring and qualification all the way down to post-sales and renewal communications. They can share persona-based marketing videos to engage with niche audiences, or create personalized follow-up messages after a meeting for prospects to review. Basically, today’s technology has made it not only possible, but easy for salespeople to create, share and utilize video content in a variety of ways.

But that’s not the whole story. You could argue that the greatest value online video brings to the sales process is the knowledge you gain from it. After all, in the era of Big Data, the more you know about your audience, the better you can engage with and sell to them.

At Brainshark, we recently released a new Analytics Dashboard that provides customers with greater insight into the performance of their video presentations from a single screen. 

3 Metrics that Help Reps Sell

There’s a lot of valuable data to be gathered here, but as with any solution, it’s all about how you use it.  So the question for sales reps is – what can video content analytics do for you? Here are three key metrics that can make a difference.

#1. Content views. As with any other content type, not all video presentations are created equal, and some content will simply perform better than others. This could naturally vary by audience and stage of the sales cycle, but it’s also definitely a case where what you don’t know can hurt you.

By tracking the most popular (and unpopular) sales or marketing presentations in terms of views, you can identify which content is resonating most with the people you’re reaching out to (and stop sending out videos that are being ignored). You can also track which video content is being used by the top salespeople at your company and follow their example.

Most importantly, you can track who has viewed your content, allowing you to identify which prospects have shown interest in your message (and therefore, your business). Of course, simply clicking on a link doesn’t necessarily qualify someone as a prime selling candidate. You may want to dig deeper into something like…

#2. Audience retention. Audiences who view a video presentation are good, but those who stick with your presentation are even better. Video content analytics can tell you on average how long viewers are watching, which can give you some insight into the overall quality and relevance of your content. Then from a sales perspective, you can dig deeper to see how long individual prospects watched for.

Simple example: you send out two prospect emails with a video presentation in each. The first recipient stops watching after 10 seconds. The second recipient watches the entire video twice, all the way through. Which one are you going to follow up with first?

Speaking of follow ups…

#3. Recent activity. As they say, timing is everything. This is certainly true for B2B sales, where following up with leads or prospects while your content is fresh in their minds can lead to higher success rates.

In regards to video content analytics, this is where you put it all together. As a salesperson, you can monitor recent activity to see not only who has viewed your presentations, but when, then dig deeper to look at retention and viewing history for that presentation. For example, Prospect X viewed your video for 90 seconds yesterday, then again just five minutes ago – you’re move!

As you can see, these are some very simple ways for reps to use not only online video presentations, but video content analytics to sell smarter and better. With that said, there’s a lot more sales and marketing organizations can do with the data online video content can provide.

For more details on the Brainshark Analytics Dashboard specifically, view this short presentation, and check out the resources below for more tips on using video to enable sales:

Learn More About the Analytics Dashboard

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