Lead scoring is the process of ranking a contact’s level of interest according to rules mutually agreed upon by both sales and marketing. Most commonly lead scoring is used to rank contacts that are engaging with your website and other digital content. Once you connect your video marketing to a marketing automation platform you can start to score leads using your videos. There are a couple of different ways you can score leads: by assigning points, by implementing rankings such as A, B, C or by using terms such as “hot,” “warm,” or “cold.” Regardless of your terminology, scoring rules should incorporate a combination of attributes such as; the page the video was viewed on; percentage watched, campaign video is related to, in-video interactivity clicks, and rewatches. These rules will all help you identify the video viewer’s digital body language.
Lead scoring will be your main measurement and sorter of high value contacts from those that might not yet be ready to buy. Without a god scoring model in place there would be no prioritization. More importantly, including video in your lead scoring models will give you very specific behavioral profile of your contacts increasing producing and driving more revenue for your organization.
Video Engagement Scoring
Video engagement scoring is very similar to other activities you are tracking today, like visiting web pages, opening emails, and downloading white papers. A video viewer watching a video on a product page is likely to be stronger lead than a viewer watching a company overview video on your careers page.
Start Scoring Your Video Viewers
Before you can start scoring videos you need to make sure sales and marketing are aligned on the exact persona and profile of an “ideal” customer. Even though your video viewers may not be customers yet, it’s good to know who should be watching your videos. And, if you can prove that they are watching the videos, you have hard proof of real ROI with your video marketing.
Once you have established a target customer persona for your video viewers, it’s time to put a basic scoring model in place. Create a simple scoring rule to rank video viewers and determine a score threshold that will indicate when a viewer may need to be sent to sales. Next you can start assigning lead scores according to simple metrics like; page video was viewed on and percentage watched.
Depending on your marketing automation platform you will sometimes be tracking both known and unknown video viewers. It’s important to consider the impact a video asset may have on the score and ways to get an unknown viewer to identify herself via an in-video or page level form. Think about incorporating actions or triggers tied to your scoring events. Feed the sales team valuable data about their high value contacts watching specific videos and meeting your video scoring thresholds.
Measure The Success of Your Video Scoring
There are a number of metrics you should use to measure the success of your video lead scoring models. Basic data can include; increase in lead quality and better conversion rates, sales having more meaningful conversations, shorter sales cycle times and increased team productivity. Make sure sales and marketing are aligned on what goals you should be achieving with video marketing.
To provide the highest quality leads to your sales team, it’s important to review scoring rule results often. Take a look at the video viewers that converted to revenue for your business versus the ones you lost. Are the scores on those contacts that converted at the right level? Can you improve the scoring rules to include more contacts? Is the scoring criteria too strict? Examine the video behavior of your new customers to see if the actions are being reflected properly in the score.
Now that you have built your first video lead scoring model, you can now expand and take it to the next level. If you found this short article helpful, register for our video strategy email updates.
