We all want to achieve better results with our sales prospecting. After all, the warmer the leads at the start of your funnel, the more deals you’re likely to close at the end. While it’s no magic bullet, incorporating video into your prospecting process can bring several significant benefits.
There are a large and ever-growing number of sales video tools to help you achieve more from video. The best ones will integrate with your CRM (Salesforce, HubSpot) and your sales automation software (SalesLoft, Outreach.io) so you can fire out videos to the right people with minimal effort, as well as measure results on the back end. But, which sales video tool is the one for you?
In this article, we’re going to look at five of the market leaders:
We’ll look at what makes each tool different, as well as how it plays with the tools you already know and love. But first, let’s look at why you might want to start using video as part of your sales prospecting mix (and why you might not).
Of course, video is not the perfect prospect method. There are some downsides to prospecting over video:
However, perhaps the primary reason why video is not a magic prospecting bullet is that it only enhances one of the three factors that drive responses. Those three factors are:
Video only helps you give your prospect the right content. It doesn’t ensure you’re contacting the right people or hitting them at the optimal time – and it’s not a two-way conversation. Video is not as valuable to the prospecting process as, for example, using trigger events so you contact your prospect at a time when they may have an increased budget or a new need for your product.
Now, let’s examine five of the best video tools and how they integrate with your sales tools like SalesLoft, Outreach.io, Salesforce, and HubSpot.
Vidyard is one of the B2B sales industry’s favorite prospecting tools. Household name organizations including LinkedIn, Microsoft, and Cognizant choose Vidyard to help them get in front of their prospects and keep deals progressing.
Vidyard has a limited free option that works straight out of your Google Chrome browser, but it’s really the enterprise solution that we’re interested in here. With the enterprise package, you get an all-in-one video hosting and sharing platform, with detailed insight dashboards to measure your results on the back end. There are no limits to the number of videos you can create, while you can enable your team members to manage their own video assets but maintain control in the central Vidyard hub.
Vidyard integrates with a wide range of sales tools, including SalesLoft, Outreach.io, Salesforce, and HubSpot. It also works with LinkedIn, Drift, and many of the other popular solutions in your tech stack.
When you integrate Vidyard with your Salesforce, you can record and send video without leaving your CRM. In addition, you can track each view of your video, with the analytics flowing straight through to your lead and contact records. This allows you to identify your most engaged leads who are most interested in becoming customers.
Loom is another of the most popular sales video tools in the marketplace. Like Vidyard, there’s a limited free option, but to gain the most benefits, you’ll need the enterprise package.
Loom stands out by going beyond simple video messaging. It gives your salespeople a super-fast editing suite so they can make their video as powerful as possible. You can add company branding and customized calls to action to make your video really sizzle. There’s even an automated feature to remove your filler words – no umms and errs here!
As with most enterprise-level sales video tools, there are insight dashboards to measure engagement, such as who’s watched your video and for how long.
Integration-wise, Loom is a little behind the curve. It integrates smoothly with Slack, Gmail, and Zendesk, but its Salesforce integration is still at the beta stage.
While the two sales video tools we’ve met so far aim for the mass market, BombBomb is all about business. It’s built for B2B sales. You can try BombBomb for 14 days before you sign up, but there is no permanent free option like some of the others.
The BombBomb Plus package makes it easy to record and share videos to personalize your prospecting, with all the analytics and dashboards you need to measure your effectiveness.
Where BombBomb excels is with its customer service. Of course, there is a wide range of video guides showing you how to get the most from your BombBomb tool, but for teams with five seats or more, BombBomb offers custom team training.
BombBomb integrates with more than 50 other tools, including many of the solutions you and your team use every day, like Salesforce and Outreach.io. For example, with the Salesforce integration, you can import your contacts and leads from your CRM into the BombBomb platform. This allows Salesforce to track all your video-sharing activity and enables you to send personalized video emails to your Salesforce contacts.
Like BombBomb, Hippo Video is built for sales above everything else. It promotes itself as a Video CX platform for customer-facing teams that can help your salespeople boost engagement, close more deals and smash targets. Its customers include Freshworks and Panasonic. There is a 7-day free trial, but after that, you must sign up for one of the packages.
Hippo Video gives you all the back-end insights you need to track the success of your video prospecting. It also allows you to create personalized sales pages. Another great addition is the tutorial videos from Jeffrey Gitomer, The King of Sales. Jeffrey will give you tips on how to make impactful, personalized sales videos built to drive responses. You can also learn how to incorporate video cadences, product demos, and objection handling into your video prospecting mix.
Hippo Video integrates with your favorite sales tools, including Salesforce, HubSpot, SalesLoft, and Outreach.io. The SalesLoft integration is groundbreaking – allowing you to add personalized videos to your SalesLoft cadences at critical touchpoints. You can also create a library of content that you can quickly edit and share without leaving your SalesLoft screen. Hippo Video also provides real-time analytics straight to your SalesLoft solution.
Our final sales video tool is Quickpage. Like our previous solutions, Quickpage is squarely aimed at sales teams, although it focuses on automotive and real estate sellers rather than B2B. After your seven-day free trial, sales leaders will be most interested in the Team package, which offers unlimited customer video pages and analytics for team leaders.
A handy feature in Quickpage is built-in live chat on every video page, so your prospect can start talking to you as soon as they see your video. If you’re not around at that exact time, Quickpage tracks your messages so you can answer them as quickly as possible.
Unfortunately, Quickpage is not as hot on integrations as some of the other tools we’ve talked about so far. However, you can use Zapier to create workarounds that connect your Quickpage account to your existing sales tools.
I hope our reviews will help you select the best video sales tool for your business. However, it’s important to remember that video alone cannot get you the results you need. To improve prospecting response rates, you need to get three things right.
You can’t achieve the response rates you want if your salespeople are wasting their time trying to contact people who:
Making sure you approach the right people starts when you compile your list. Define your Ideal Customer Profile (ICP) in as much detail as possible; get as narrow and granular as you can. When you do this, the contacts on your list will have identical pain points that you can solve. You can craft a message that will resonate on a personal level and move them along the buyer’s journey. To ensure the contacts on your list are still in the decision-making roles you think they are, use data from reputable platforms or manually match them up with LinkedIn.
Getting hold of a buyer at the right time is essential. Your prospect may need your solution, but if they don’t have the budget, or they’re locked in with a competitor for another twelve months, for example, they won’t buy.
Stay in touch with industry news to look for trigger events that may signal that it’s the right time to get in touch. Trigger events could include a company:
You can automate this process with Mesg.ai. Mesg.ai tracks 27 million data sources, including news sites, corporate websites, blogs, and case studies for sales triggers.
You can also buy intent data, which monitors prospects’ web activity. If a prospect is actively researching you or your competitors, you have the opportunity to make contact and start a conversation.
Once you’ve got hold of the right prospect at the right time, the next thing you need to get right is what you say. Whether it’s a cold call, email, video, or anything else, it’s the content that counts. You need to show your prospect that you can solve the problem that keeps them awake at night.
Crafting the right message depends on getting your prospect’s persona right. The more you know about your prospect, the easier it is to formulate a message that resonates.
You also need to personalize your outreach. Today’s buyers can spot a generic sales message – and they don’t like it!
Mesg.ai helps you approach your prospects with the right sales message at the right time.
Once it identifies a sales trigger event, the Mesg.ai personalization engine generates a personalized email for the prospect, based on prospect, persona, industry, and the sales trigger data. Your SDR can then review and send the email without leaving their chosen sales engagement platform. It’s how we do personalized outreach at scale.
Selecting the right sales video solution is all-important, but it’s how you use it that counts.
Good luck and let me know how it worked!!