Are you focused on helping your team close more sales? If you’re like most marketers, you are. Lead scoring can transform your pipeline, but incorporating video data can be daunting. Below is a clear, expert framework that shows how to use video engagement to rank leads effectively.
What Is Lead Scoring?
Lead scoring assigns a numerical value to prospects based on behaviors and attributes that signal purchase intent. The higher the score, the closer the lead is to buying, and the higher the priority for your sales team.
Lead Scoring 101
- Points are awarded for actions such as visiting a pricing page, downloading a brochure, or requesting a demo.
- Each action’s weight reflects its purchase intent: a pricing page visit might earn more points than a blog download.
- Leads with the highest cumulative scores are prioritized for outreach.
Not All Videos Are Created Equal
Videos serve different purposes—educational, product overview, or decision‑support. Treating every video the same wastes the signal you can extract from each type.
Map Video Content to the Buyer’s Journey
Begin with a video audit: list all videos, then classify them by buyer‑journey stage—awareness, consideration, or decision.
Top‑of‑the‑Funnel (Awareness)
These videos educate prospects about industry topics. They’re not product‑specific and usually have lower engagement intent. Examples include:
- DIY production “how‑to” series (e.g., Wistia’s "How to Shoot a 30‑Second Video")
- Industry insights such as Moz’s Whiteboard Fridays
Middle‑of‑the‑Funnel (Consideration)
Here, videos introduce your company and products without a hard sell. Typical examples:
- Product overview clips (e.g., Wistia’s introductory video)
- Feature highlights from competitors like Olark’s explainer on their features page
Bottom‑of‑the‑Funnel (Decision)
These are high‑intent videos that help prospects evaluate your solution against alternatives. Common types:
- Product demos or deep dives (e.g., Wistia’s detailed tour of their platform)
- Case studies or customer testimonials (e.g., MailChimp’s "At Work" series)
Assign Points to Video Views
Allocate more points to views of bottom‑of‑the‑funnel videos, fewer to top‑of‑the‑funnel. Use a simple spreadsheet or a CRM custom field to track:
- Video ID
- Funnel Stage
- Base Points
- Engagement Bonus
Example:
| Video | Stage | Base Points |
|---|---|---|
| Demo | Decision | 30 |
| Product Overview | Consideration | 15 |
| Industry Blog | Awareness | 5 |
Incorporate Engagement Metrics
Engagement should be a bonus layer. A practical starting point is:
- +5 points if the viewer watches more than 50% of the video.
- No bonus if less than 50%.
Advanced users can tier the bonus: 25%, 50%, 75%, 100% of the video length.
Integrate Into Your Lead Scoring System
Once you’ve mapped videos, assigned base points, and added engagement bonuses, feed the totals into your chosen lead‑scoring platform. Track performance, adjust point values, and iterate to align with sales outcomes.
Happy scoring, and may your video data drive higher conversion rates!