Videos in B2B Sales Outperform Other Content Formats

Videos in B2B Sales Outperform Other Content Formats

As the B2B gross sales panorama continues to evolve, gross sales reps are utilizing numerous content material codecs, comparable to phrase paperwork, PowerPoint shows, PDFs, and movies, to thrive in a aggressive setting. So, how do movies carry out in comparison with different content material codecs, and what’s the state of utilization in gross sales? Allego just lately performed a research to search out the solutions.
B2B gross sales has modified. Customers at this time can uncover new services or products and their particulars in some ways with out even assembly the gross sales consultant. It has additionally turn out to be difficult for a corporation to distinguish its services or products or stand out. Further, the eye spans of potential clients are quickly shrinking. This means the way in which corporations and gross sales reps talk with prospects ought to change. 
To thrive in this aggressive setting, gross sales reps are utilizing numerous content material codecs, comparable to PowerPoint shows, Word paperwork, PDFs, and movies. To perceive the state of video content material utilization in gross sales and, particularly, how movies carry out in comparison with different content material codecs, Allego just lately performed a research. One key takeaway is that movies outperform different doc codecs in views and engagements.
The following are just a few findings in element. 
Videos Outperform Textual Content Formats in Views and Engagement
The research discovered that shared movies are seen greater than shared paperwork. In truth, the View to Share ratio (the variety of views divided by the variety of shares) of movies was 236% larger than that of different paperwork. The view-to-share ratio for paperwork was 1.1, and this ratio for movies was 3.6. In essence, movies generated about 2.4x extra views than different forms of paperwork.
See extra: 95% B2B Buyers Say Videos Play Crucial Role in Their Purchase Decisions
Recipients Are More Likely To Engage With Videos
Prospects and clients desire to observe movies greater than studying paperwork. According to the research, movies shared externally are 12% extra more likely to be opened than different content material codecs. When customers share content material, the typical open fee is simply over half. But evaluating the open charges of paperwork vs. movies, the paperwork are opened 50% of the time, whereas movies are opened 56% of the time.
Recipients Engage With Videos More Frequently Than Documents
It was additionally discovered that customers revisit movies extra often than reread a doc. When content material recipients have interaction with a content material merchandise, they achieve this 3x extra often with movies than with static paperwork.
Personal Videos Generate More Views Than Other Videos
Creators of movies affect view charges. Personal movies (movies created and shared by the identical individual) are seen extra usually than non-personal movies. For instance, movies created by a gross sales consultant and shared with a potential buyer are watched greater than these created by a gross sales enablement supervisor and shared with the gross sales group for exterior sharing. In truth, private movies generate 3.6x extra views than non-personal movies. 
Viewer Engagement Drops With Longer Videos
The research discovered that movies smaller than 1 minute have a completion fee of 66%. Videos 1-4 minutes lengthy have the best completion fee of 71%. But after 4 minutes, the completion fee begins to drop. Videos over one hour lengthy have a completion fee of solely 36%. 

Average completion fee relying on video size
Source: The Sales Video Report
Best Practices for Sales Leaders for Using Videos
As distant and hybrid work turns into the norm, that is the very best time on your firm to make the most of movies in your gross sales efforts and keep forward of the competitors. A video might be the successful content material format that helps you progress your prospects nearer to buy and win extra offers. But to make use of movies successfully in your gross sales efforts, listed here are just a few greatest practices. 

Prospect and have interaction consumers

Today’s clients desire to do their very own analysis and usually tend to have interaction with movies than text-based or static paperwork. Recording and sharing customized movies at key moments in the shopping for course of is essential to success in gross sales.
Video can assist generate new leads and fulfill your gross sales group’s pipeline. Adding video can also be a good way to enhance prospecting emails’ efficiency. Sales reps can use pre-recorded movies to have interaction prospects and construct belief and rapport. 

Sales reps have fewer alternatives to satisfy prospects face-to-face these days. Hence, introducing themselves on video earlier than a possible assembly can break the ice. Further, sending a video in advance permits the prospect to observe and study in regards to the product/service at their very own tempo earlier than the assembly.
Sales reps may also personalize their paperwork, shows, and lead-nurturing communications with movies. 
See extra: 88% of Companies Believe Video Content Output To Increase in Coming Year

Differentiate post-meeting

Sales reps can use customized movies to recap conversations and canopy lacking factors after a gathering with a prospect. Recording a video is an easy method to make a thank-you message extra private and fascinating. It additionally helps differentiate your communication from others.

Reinforce relationships post-sale

For companies, retaining a buyer is as essential as gaining one. Strong renewal charges enhance buyer lifetime worth and permit corporations to appreciate higher revenues. Hence, use movies to assist clients achieve probably the most worth out of your product/service. Video content material makes it simple to share ideas and supply previews of upcoming options. Teaching current clients tips on how to discover helpful options and supply new use instances are helpful makes use of of a video.

Tracking the prospect’s engagement with the shared content material reveals the impression and income contribution of the asset. Ensure your gross sales reps can observe the exercise on the movies and different collaterals they share with prospects. This helps the gross sales reps perceive the prospect’s curiosity degree and shopping for intent.
Leverage Videos To Gain a Competitive Advantage
It might be seen from the research that video content material outperforms static paperwork in views, engagement and total efficiency. For gross sales groups, a video is a instrument that may present a aggressive benefit. Short and private movies can improve communications with prospects, constructing connection and belief, finally resulting in extra gross sales. Hence, leverage movies and comply with the very best practices to draw higher revenues.
Have you used movies in your gross sales efforts? Let us know what advantages you’ve got seen on Facebook, Twitter, and LinkedIn.
Image supply: Shutterstock
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About the Author: Amanda