Video Marketing has proven to accelerate the buyer journey and provide sales with deep insights into contact engagement, driving more meaningful discussions and ultimately more revenue. In this short blog post we will look at what is known as Accelerator Campaigns.
Accelerator campaigns are designed to move leads along the buying cycle faster by providing relevant touch points and nudges at the right time, triggered by specific contact behaviors such as video engagement. Video can play a key role in determining specific buyer behaviors based on how long a video is watched, for how long, tags related to a specific video, whether or not the video is on a landing or purchase page — there are a wide range of use cases and factors. Regardless, video is the key ingredient in accelerating your marketing.
Think about this: a lead comes to your website and downloads a white paper in PDF format. You as the marketer are alerted that you have an active lead. But, you have no idea whether the lead that downloaded the document actually read it, shared it with colleagues etc. Video marketing changes all this, providing deep insights into what videos are being watched by a specific lead and for how long.
By monitoring how prospects are engaging with video content in your campaigns, marketers can adapt nurturing approaches accordingly. This helps route prospects with stronger interest on a more accelerated path toward a sales conversation, shortening the sale cycle. At the same time you can also scale back communications with prospects that don’t appear to be interested and put them into a more automated communication track.
Accelerator campaigns react to a variety of triggers and updates in prospect behavior, setting off a specific type of action or set of actions. Trigger-based video accelerator campaigns are the future of marketing and are changing how we approach lead nurturing, making campaigns more effective and predictable.
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