Video has rapidly become one of the most popular mediums for sales teams hoping to capture prospects’ attention in an engaging way. As remote work and virtual selling have increased in recent years, finding creative ways to cut through the noise and recreate an interpersonal connection can be very impactful.
According to recent surveys, 80% of marketers and sales leaders say video content has helped them generate more leads. And 72% of businesses say video has improved their conversion rates.
Personalized videos for sales incorporate the prospect’s name, company, location, interests, etc. It’s one appealing tactic for standing out from the crowd. When executed effectively, these videos can demonstrate an understanding of a prospect’s unique context and needs from the very first touchpoint, establishing valuable trust and relevance early in the sales cycle.
This blog post will explore the compelling case for adopting personalized videos for outbound sales prospecting. We’ll also provide best practices from the pioneering teams seeing promising returns.
The Case for Personalized Sales Video
Cuts Through the Clutter for Notice and Engagement
Let’s face it – sales emails, LinkedIn messages, and cold calls can be very easy to ignore or brush off. Contrast this to a personalized video addressing someone by name – it will at minimum pique curiosity and compel them to watch a bit before deciding whether to engage.
In an increasingly crowded marketplace where buyers have endless options vying for their time and attention, intrigued notice and engagement is step one of any new customer relationship. Personalized video delivers this in ways legacy text-first outreach simply cannot match.
According to Social Media Today, an impressive 92% of mobile video viewers share videos with others. So not only is video engagement high for the actual recipient, personalized outreach also carries built-in amplification effects from forwarding and peer discussions.
Signals Extra Effort from the Sales Rep
A personalized video showcases greater effort and input than blasting generic template emails at scale. This subtly signals that the sales rep sees this prospect as a priority individual worth spending additional time on.
Especially in high-consideration deals, that personal touch leaves an impression. It reinforces that you see them as a real potential customer vs simply one more target to check off.
As the Harvard Business Review recently noted, only 37% of buyers trust sales representatives by default today. By investing extra creative energy into custom video, the perception of authenticity and good intent is nurtured from the first touchpoint. This begins to chip away at inherent skepticism of sales outreach.
Expresses More Personality and Emotion
It’s remarkably difficult for even the most finely crafted written copy or audio recordings to truly convey subtle voice tones, facial expressions, humor, etc. Video better enables the sender’s personality, energy, and body language to come across.
Smiling, upbeat delivery indicates positivity while serious delivery may better align with complex, data-driven, or formal product offerings. Overall likeability and building rapport are vital ingredients in consultative selling. Video simply offers more “show” rather than just “tell.”
According to research from Forrester, video in email leads to 200-300% higher click-through rates compared to text-based outreach. Marketers report a 4x higher conversion rate from initial promotion to sale when using video nurturing. The engagement levels speak volumes about medium preferences.
Drives Deeper Discussion and Consideration
Personalized video often compels recipients to share across colleague groups for additional opinions rather than simply deleting one-to-one outreach. This propagates awareness and curiosity internally.
Consideration cycle compression is a priority for most sales teams today. Video can prompt customers to bring more minds into the discovery process earlier based on the novelty and transparency of custom content.
According to MarTech research, content-based touches drive 6x more conversations for each prospect account compared to traditional generic sales approaches. Outcome-oriented messaging in video and other formats sparks more dialogue by nature.
Memorable Break from Text-First Norms
In a sea of emails, chat messages, and even sales calls, personalized video stands apart in memory. Recall of video specifics including visual details outperforms text retention significantly. This drives more inbound engagement and warmer continuation conversations.
When a sales rep references something the prospect would have to recall from a past personalized video, it builds intuitive rapport. This also demonstrates the rep took time to record custom content just for them rather than blasting the same message out en masse.
Technology Eases Production Overhead
While basic videos are easy enough to produce in small batches, consider what happens when attempting to scale. Unique, personalized video outreach for hundreds or thousands of individual prospects demands far greater creative, mental, and logistical resources compared to conventional text and audio touchpoints. That’s where AI steps in
With personalized video platforms like Gan.ai reps would not need to dedicate time to write scripts aligning to different recipients and record each take. Gan.ai can personalize from a single core video that the rep records, automatically integrating with CRMs to fetch information to personalize and send the video across
Best Practices for Personalized Sales Videos
Today’s most innovative sales organizations are embracing personalized video messaging – strategically layering it among their prospect engagement tactics. They collectively showcase impressive returns when following a few guidelines:
Keep Length Under 60 Seconds
Succinct messaging is key. Get right to the relevant value in an informal conversational way. Don’t attempt a manifesto or feel pressure to cover every selling point. Leave prospects intrigued about your solution while respecting their time.
Balance Customization with Consistency
Using the prospect’s name and company to achieve “segment of one” relevance is great. But resist assumptions about familiarity or humor until a real relationship exists. Jokes or cultural references that delight one person may confuse or turn off another. Customization of specifics does not preclude branding guidelines.
Build an Ecosystem for Videos
If doing personalized video at volume across teams, utilize tools that help generate initial scripts, provide prompts/teleprompters, handle editing/production efficiencies, and simplify personalization. Many solutions integrate directly with popular existing sales tech stacks and CRMs to optimize workflow.
Set Expectations Around New Video Approaches
When employing an intensive personalized video initiative across formerly text-based sales teams, internal stakeholder communication is vital. Marketing, Advertising, and PR colleagues should understand the strategy intent, expected volumes, and targeting philosophies. Surprises help no one.
Measure with Discipline from the Start
As with any high-touch sales innovation, tight measurement and feedback loops based on prospect metrics are mandatory. Initially test smaller batch sizes and voter segments. Track positive response rates, term changes, and deal progression closely. Survey prospects directly on reactions too. Let data guide iteration and expansion decisions.
Personalized sales video outreach opens creative doors for enterprising teams looking to deepen human connections amid the virtual selling era. When applied, personalized videos can become a trust-building Trojan Horse within outbound campaigns.
Standing out substantively grabs more attention while conveying that individuals matter – not just quotas. However, effective personalized sales video outreach recognizes prospects’ time as the ultimate scarce resource.