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Key video events (plays, watching more than 75% and conversions) are recorded in a person's Prospect Profile as shown below. This information provides additional insight for sales to better understand what the person cares about. Sales will be more equipped when they reach out.
Reading the Heat Map
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As video marketing continues to become more popular, it's important to know more than just who registered to watch my webinar. I need to know if my prospects are engaging with my content. Heatmaps are a great way to measure engagement and assess interest on an individual basis.
Embedding Video in Emails
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- Once the email is sent the link to the video will be encoded with special tracking code.
- When the video is clicked, this activity is tracked in the Prospect's Profile as shown below.
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A video heat map is only shown for videos that are played on a website tracked with Lead Liaison. In the example above, when the video is played it's played on Wistia's website. Make sure to set the CNAME and add your logo in your Wistia account to keep the experience tailored with your branding. |
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Using Video Events in Business Processes
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The graph at the top displays analytics for all tracked videos. Use the date range selector on the top right to view analytics over specified periods of time.
Who Watched Your Video?
Clicking any number in blue the analytics table (as shown below) takes you to the Memberships page. The Memberships page shows who watched the video. Members may be exported into an Excel file or used in a marketing campaign.
Scoring Video Events
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- Click Settings > App Setup > Lead Qualification > Lead Scoring
- Scroll down to the Baseline section
Lead scores may be customized as well. For example, you might have one video that's very important to your business, such as a video explainer. That might indicate true interest from a prospect. To setup a customized lead scoring process for a specific video do the following:
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- Videos are synced with Wistia on a daily basis at around 4:30AM Central.