USING VIDEO TO

IMPACT SALES AND

CUSTOMER SUCCESS

How to Align Video Across Your

Customer Journey and Sales Cycle
CONTENTS
Introduction: Video Works Across the Entire Customer Journey 3

Chapter 1: Video’s Impact on Your Business at Large 5

Chapter 2: Why Use Video to Drive Sales? 7

Chapter 3: How Video can Help Turn Prospects into Leads 8

Chapter 4: Turning Leads into Buyers with Video 10

Chapter 5: How Video Improves Customer Success and Retention 12

Chapter 6: Video’s Role in Brand Advocacy 14

Chapter 7: Measuring the Impact of Video

Across Your Customer Journey 16

Conclusion: Video Optimizes Your Results at Every Stage

of the Customer Journey 18

Additional Resources 19

Endnotes 19

About Brightcove 19

©2016 Brightcove, Inc. All Rights Reserved. 2

 INTRODUCTION:

VIDEO WORKS
ICONOGRAPHY SET
ACROSS THE ENTIRE
ntact brandteam@brightcove.com for access to these assets.

CUSTOMER JOURNEY
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©2016 Brightcove, Inc. All Rights Reserved. 3

 The Customer Journey
and Sales Cycle

With this change to customer-journey customer satisfaction, and more loyal brand
alignment, brands are improving the advocates who make repeat purchases and
customer experience by communicating recommend the brand’s products to others.
in one seamless motion as the prospect
With marketing, sales, and customer success
becomes the customer becomes the
teams focused on the journey, the only
advocate. And as you’ll read in this eBook,
question becomes which group leads at
it’s paying off in terms of positive business
each stage and how the hand-off between
results that include reduced sales time for
these organizations is handled.
converting prospects to customers, higher

For business leaders who want to drive more revenue, this eBook offers guidance on:

• How to align video content across your
customer journey
• Tips for effectively incorporating
video into your sales and customer
experience strategies
• Which department should lead
content development at each stage
of the sales cycle
• Types of video that work in creating
seamless customer experiences

©2016 Brightcove, Inc. All Rights Reserved. 4

CHAPTER 1:

VIDEO’S IMPACT
ON YOUR BUSINESS
AT LARGE
Few mediums are more powerful than video.
When it comes to communication, there
are few mediums more powerful than
video. Brands that strategically use video
for marketing distinctly set themselves
apart in marketing performance from
those that don’t, with a 66% greater
and communication around the customer
journey. Using video throughout the
entire customer journey creates a holistic
approach to outreach and provides
a seamless customer experience that
delivers business results.

increase in MQLs delivered to sales
(11.2% vs. 6.7%), 2.5 times the growth in
marketing’s contribution to revenue, and
54% more growth in brand awareness
year-over-year (10.5% vs. 6.8%).2
“
WHEN BRANDS USE VIDEO FOR MARKETING,
THEY PERFORM BETTER YEAR-OVER-YEAR
THAN THOSE THAT DON’T, WITH A 66%
GREATER INCREASE IN MQLs, 2.5X THE

”
But that’s only the beginning. Brands GROWTH IN MARKETING’S CONTRIBUTION
that use video marketing are also seeing TO REVENUE, AND 54% MORE GROWTH IN
tremendous impact on the business at BRAND AWARENESS.
large, with three times the growth in
Aberdeen
company revenue (11.6% vs 3.9%), and
40% greater decreases in customer
acquisition costs year-over-year (3.7% vs.
2.6%),3 compared to those who don’t.

With success like this, it’s no wonder

that brands are expanding their use of
video beyond marketing, into sales and
customer success as they align their goals

©2016 Brightcove, Inc. All Rights Reserved. 5

The Customer Journey as Viewed by Sales, Customer Success,
and Marketing
All three teams – marketing, sales, and each stage. Which department leads the
customer success – share focus on the journey changes as the customer moves
customer journey and contribute to across the stages.

SALES AWARENESS QUALIFICATION SOLUTION PROPOSING

STAGES DISCOVERY EVALUATION AND CLOSING

CUSTOMER CLIENT HEALTH BRAND

SUCCESS LOYALTY RECOMMENDATION
STAGES

MARKETING AWARENESS ENGAGEMENT ENGAGEMENT CONVERSION RETENTION ADVOCACY

STAGES INTEREST CONSIDERATION

DEPARTMENT Marketing Marketing & Sales Marketing & Sales Sales Customer Success Customer Success
LEADING THE
STAGE

TYPES OF VIDEO • Brand • Explainer videos • How-to/ • In-depth • “Meet Your • Customer
CONTENT THAT promotion Tutorials product demos Support Team” reviews
WORK IN EACH videos • Tips series videos
STAGE • Webinars • Technical • Testimonials
• Infographic • Business use- demos • Onboarding
videos case videos • FAQs videos • Case studies
• Customer
• Expert • Webinars • Micro-demos testimonials • Knowledgebase • User-generated
interviews created by sales videos videos
• Self-guided reps • Case studies
• Thought demos • Training videos • Customer
leadership • ROI videos panels at events
presentations • How-to/ (live-streamed
• Interactive
video • Contract tutorials & recorded)
• Teaser videos overview videos
• New product • Executive
• Interactive videos videos (live-
video streamed &
• Troubleshooting recorded)
videos
• Employee-
• FAQs created videos

• Brand videos
promoting your
values & culture

Marketing’s role in leading the customer team’s calls, pitches, and proposals. Your
journey during the Awareness stage, and customer success team can use video to
the Interest phase of Engagement, is inject a human element into content that
well-understood. For your sales team, the will speed product adoption and more
opportunity lies in leveraging the right quickly answer FAQs, ultimately delivering
video content at the right time throughout higher customer satisfaction, better
the sales cycle, to complement your loyalty and retention, and lifting advocacy.

©2016 Brightcove, Inc. All Rights Reserved. 6

CHAPTER 2:

WHY USE VIDEO

TO DRIVE SALES?
Getting time with prospects is more
challenging than ever. Your sales team can
use video to better engage prospects and
communicate value at every stage of your
sales cycle. With relevant content, you
have a good reason to follow-up and stay
top-of-mind with prospects, keep them
engaged, and accelerate the sales cycle.
Sales guides the customer journey as
marketing qualified leads (MQLs) become
sales qualified leads (SQLs), and as SQLs
are converted into buyers. Refer back to the
chart on page 6 to see where the different
stages of the sales cycle fall within the
customer journey and examples of the types
of content that are effective at each stage.

Video-enabled sellers outperform sales people without video in critical success metrics
like customer retention rates (72% vs. 66%), lead acceptance rates (56% vs. 47%), and
percent of reps reaching quota (54% vs. 50%).4

SALES STAGE WHAT HAPPENS IN THE STAGE

AWARENESS Prospect has made initial contact with your brand, but has not engaged.
No sales action is required at this stage.

QUALIFICATION Vet opportunities with prospects who have engaged with your brand
at a high level (e.g. took a phone call with outbound sales rep or viewed
marketing video/downloaded collateral).

DISCOVERY Vet opportunities with prospects who have shown interest in your
product to determine if your solution might be a best fit and if the
prospect is actively looking to buy.

SOLUTION EVALUATION For opportunities considering your product as an option, create a vision
of value for how your solution and brand addresses their business pain,
and how it’s different from competitors. Build a business case.

PROPOSING/CLOSING For opportunities that have committed to purchase your solution, finalize
the contract terms, provide proof-of-concept, and address any lingering
reservations the prospect has.

DEAL The contract is signed and the deal is closed/won.

©2016 Brightcove, Inc. All Rights Reserved. 7

CHAPTER 3:

HOW VIDEO CAN

HELP TURN PROSPECTS
INTO LEADS
The Qualification, Discovery, and Solution
Evaluation stages of the sales cycle overlap
with marketing’s Engagement phase of
the customer journey (See chart on page
6). Since the activities during these stages
are jointly led by marketing and sales, the
lines between marketing and sales content
can get a little blurred.
Marketing’s goal is to further educate and
interest prospects who have become aware
that your company might offer a solution
to their problem by keeping content
customer-focused rather than product-
focused. But your sales reps are trying to
determine which leads have a real interest
in your product, and of those, which ones
are a good fit and are actively looking
to buy. Sales needs content that speaks
directly to the benefits of the products to
move leads from interest to consideration.
Success is realized when your marketing
and sales teams align their needs to develop
content and share resources that support
the goals of both of your departments.
By aligning with your marketing team, you
ensure the right mix of videos is created.
All external-facing videos, regardless of
their specific purpose or who produced
them, should be made accessible to your
sales reps so they can share them with
leads during specific interactions. This can
be done easily if your company has an
online video platform (OVP) that connects
to your CRM. You should also provide your
sales reps with the capability to “self-author,”
i.e. create their own custom videos.

©2016 Brightcove, Inc. All Rights Reserved. 8

For example, prior to a sales call, your reps
can send an explainer video to a prospect
to tell your brand’s story and convey value.
This can show why your product is the right
solution and that there’s value in working
with your brand. For your less experienced
sales reps, this type of video can also help
them articulate your value proposition.
After a call, your sales rep can follow up
Questions Qualification and Discovery Videos Should Answer
• What problems do your prospects
need to solve?
• Why is it important to solve
the problems?
Types of Videos that Work
• Explainer videos
• Tip series
• Business use case videos
Questions Solution Evaluation Videos Should Answer
• How, specifically, does your product
solve the prospect’s problems?
• What are your product’s features
and benefits?
Types of Videos that Work
• How-to/tutorials
• Webinars
©2016 Brightcove, Inc. All Rights Reserved.
with a prospect by sending a micro-demo
that they recorded themselves of a product
feature that addresses the prospect’s need.
When your sales reps are armed with
the right content, they can use video to
have more meaningful conversations with
prospects and shorten the sales cycle.
• What are the business benefits?
• What is your brand’s solution to
the problems?
• Webinars
• Self-guided demos
• Interactive videos
• How can your product impact the
prospect’s users and business?
• What sets your brand/product apart
from your competitors?
• FAQs
• Micro-demos created by sales reps
9
CHAPTER 4:

TURNING LEADS INTO

BUYERS WITH VIDEO
During the Proposing and Closing stage When a large number of stakeholders
of the sales cycle, potential buyers are are involved in a purchase decision and
narrowing in on the best solution for their getting them all in a room is difficult, it can
needs, making a commitment, justifying be useful to make a video that addresses
the decision, and making the purchase. the major contract terms of your proposal.
Providing links to videos within the PDF
Videos in this stage should help your sales
of the contract itself can drive home key
reps support different conversations during
points. As an example, a company buying
the buyer’s decision-making process. By
a software platform might be concerned
thinking through the proof points buyers
about the level of training and customer
need addressed, you can have a set of
support they’ll receive after purchase.
videos ready that your sales team can use
Providing a link to your company’s product
on the fly. Or, you might decide to create
support documents and videos can help
videos to help close a specific deal.
ease this objection.
A technical demo video, in the absence
of a sales engineer, allows a salesperson
without deep technical knowledge to
take the conversation to the next level
by easily explaining a complex topic.
Customer testimonials and case studies
are powerful ways to drive home product
benefits and build brand credibility.

©2016 Brightcove, Inc. All Rights Reserved. 10

The key to successfully using video to close
more sales is to apply video in a way that Questions Proposing
complements your current sales strategy. and Closing Videos
When used properly, your video strategy
will meet your prospect’s needs, support
Should Answer
each step of your sales cycle, and help you • How can you prove your
win more business. product’s value?

By using an online video platform (OVP) • What information will help you
and integrating it with your customer handle objections?
relationship management (CRM) platform
• How can you accelerate and
and marketing automation platform (MAP),
finalize contract terms?
you can easily manage, share, and measure
video engagement by lead. From the CRM, • What’s needed to close the deal?
you then have the ability to see video
analytics for each individual prospect or
customer contact, alongside all of their Types of Videos that Work
other interactions and contact details.
• In-depth product demos
This provides your marketing, sales, and
customer success organizations with a • Technical demos
complete and united view of all video and
other engagements per contact. • Customer testimonials

• Case studies

• Contract overview demos

• ROI Videos

©2016 Brightcove, Inc. All Rights Reserved. 11

CHAPTER 5:
HOW VIDEO IMPROVES
CUSTOMER SUCCESS
AND RETENTION
Customer experience is the practice
of designing and reacting to customer
interactions for the purpose of meeting
or exceeding customer expectations,
thereby increasing customer satisfaction,
loyalty, and advocacy.
“
”
INCREASING CUSTOMER RETENTION RATES
BY 5% INCREASES PROFITS BY 25% TO 95%.
Bain & Co.
Positive customer experiences matter.
Classic research by Bain & Company
found that increasing customer retention
rates by 5% increases profits by 25% to
95%. And a recent Xerox study found
that over half (54%) of consumers would
pay more money for better customer care
from their preferred brands.
By aligning externally-facing organizations
under the customer-journey model and
sharing goals among them, the customer
“
success team becomes an extension
to the sales team – facilitating repeat
purchases, upselling, and cross-selling to
happy customers when appropriate. This
©2016 Brightcove, Inc. All Rights Reserved.
occurs because brands become better at
retaining customers by thinking through
their post-purchase needs to ensure they
know how to use the product, can easily
find help when they need it, and are aware
of features or complementary products
that can help them perform better. Better
product familiarity and customer service
lead to satisfied, loyal customers.
Videos can help strengthen customer loyalty
and retention by providing valuable post-
purchase experiences. Onboarding videos
can welcome customers to your company,
cover common questions customers
have about your product, shorten their
learning curve, and reduce support time.
Videos highlighting new features enable
customers to get the most benefit out of
your product and help drive upgrades and
renewals. Videos touting new products
drive additional purchases. Brand videos
promoting your values and culture help
build a sense of community between you
and your customers.
”
54% OF CONSUMERS WOULD PAY MORE
MONEY FOR BETTER CUSTOMER CARE
FROM THEIR PREFERRED BRANDS.
Xerox
12
Ensuring customers have self-service
access to your knowledge-base, “how-to,”
and other informational videos increases
customer satisfaction. 72% of people think
self-service support is a fast and easy way
to handle support issues.5 91% of customers
would use an online support center if it
were available and tailored to their needs.6
Questions Customer Loyalty Videos Should Answer
• How can you help new customers get
up and running with your product?
• To what questions do most customers
need quick answers?
Types of Videos that Work
• “Meet Your Support Team” videos
• Onboarding videos
• Knowledgebase videos
• Training videos
• Interactive videos
©2016 Brightcove, Inc. All Rights Reserved.
An enterprise-level online video platform
makes it easy to create video playlists that
cater to customer needs because it can
be integrated with your CRM database.
This allows you to create playlists based
on a customer’s purchase history and
known data, making for a more valuable
customer interaction and experience.
• Which product features will be most
useful to a particular customer?
• Which video experiences can
be personalized?
• “How-to” videos
• New product videos
• FAQ videos
• Brand videos promoting your values
and culture
13
CHAPTER 6:

VIDEO’S ROLE IN
BRAND ADVOCACY
Advocates are the most dedicated and by word-of- mouth, rather than directing
vocal champions of your brand. more effort toward the process leading up
to the sale – a smart move considering that
Customers turn into brand advocates based
82% of companies agree that retention is
on exceptional customer experiences.
cheaper to execute than acquisition.7
By focusing on creating amazing customer
Making brand advocates the heroes of
experiences and fostering a “go above
your communications showcases how your
and beyond” culture within your company,
company helps them to be successful and
you have the opportunity to create an
brings awareness to your brand in the most
enthusiastic advocate out of every customer.
positive way. You’re not the one touting
Video can help you here, too.
your product’s benefits – they are. 83%
Brand advocates are the heart of any percent of people trust recommendations
successful, growing business because they from friends and family more than all other
send you referral leads, for free. Savvy forms of advertising.8 And 66% of people
businesses are putting more focus on trust consumer opinions posted online.9
converting loyal customers into advocates
and growing their current customer base

©2016 Brightcove, Inc. All Rights Reserved. 14

Brand advocacy can be shown through
video in multiple ways. Customer
testimonials and case studies are obvious
ways that video can bring a customer’s
story to life. Joint webinars are another.
User-generated product reviews hold
significant word-of-mouth weight. Live-
streaming panel sessions with customers
at events and making the video files
available on-demand later also works well.
Encourage advocates to support your
brand through every possible outlet. Ask
them to share their brand experiences
through comments in social media, blogs,
online review sites, forums, and in-person
at events. Request permission to post their
testimonials on your website and to use
them as customer referrals. Some companies
are using branded channels on set-top
Questions Advocacy Videos Should Answer
• What business results has the customer
achieved through using your product?
• How does your product make their
job easier?
Types of Videos that Work
• User-generated product review videos
• Customer testimonials
• Customer panelists who participate in
webinar or events
©2016 Brightcove, Inc. All Rights Reserved.
television boxes as a new awareness outlet.
Video should be a part of your content
mix because of its proven effectiveness in
driving marketing results. By 2020, video
will account for 82% of all web traffic,10
and customers have come to expect it.
Finally, when it comes to brand advocacy,
don’t forget to include your employees.
They can be some of your strongest
advocates. Be sure that employees at all
levels of your company understand your
brand’s culture and the messages you’re
conveying to the world. You can educate
employees by live-streaming executive
communication videos, sharing recorded
video presentations about new initiatives
and products, or having employees share
personal stories about the company and
what it means to them personally.
• Why did they choose your brand
and product?
• Why do they remain loyal to your
brand and product?
• Case studies
• Live-streaming and recorded
executive videos
• Employee-created videos
15
CHAPTER 7:

MEASURING THE IMPACT

OF VIDEO ACROSS YOUR
CUSTOMER JOURNEY
An enterprise-level online video platform Instead of needing multiple tools to manage
unlocks the power of video across the and measure videos according to which
customer journey so that you can deliver channel or audience they’re distributed,
a consistent experience to your prospects with an OVP, one single tool does it all. You
and customers, resulting in a better can store, manage, publish, distribute, and
experience for them. It also allows you measure live and on-demand videos.
to ensure all of your brand’s videos are
An OVP offers real-time, macro-and micro-
aligned to their intended business results
level video analytics that allow you to
and accessible across your entire company
track click-through rates, engagement, and
so that they can be repurposed in multiple
drop-off rates. You can also gauge video
ways, gaining additional ROI. It enables
performance by channel and geography.
you to do this quickly, easily, and at scale.

©2016 Brightcove, Inc. All Rights Reserved. 16

When you integrate your OVP with your
CRM and MAP, you can easily manage,
share, and measure video engagement
by contact. You also have the ability to
see video analytics for each individual
prospect or customer directly from
your CRM alongside all of their other
interactions and contact details. This
provides your marketing, sales, and
customer success organizations with a
complete and united view of all video and
other engagements with each contact.
By integrating your OVP, MAP, and CRM,
you can streamline workflow and handoffs
between your marketing, sales, and
©2016 Brightcove, Inc. All Rights Reserved.
customer success teams to deliver bottom-
line results. Through a comprehensive
dashboard, each team can quickly see
which videos drive the most engagement.
This allows you to evaluate the ROI of every
video and optimize your video strategy.
You can determine which videos your sales
reps and customers use most and see what
content is performing best so that you
can ‘tune’ your messages and understand
which types of video to invest in. Ultimately,
you’ll close more business, create more
exceptional customer experiences, and
foster more loyal brand advocates.
17
 CONCLUSION:
VIDEO OPTIMIZES YOUR
RESULTS AT EVERY STAGE
OF THE CUSTOMER JOURNEY
TRAINING VIDEO
Video is more than a content type or a
marketing asset. It’s a powerful medium that
connects to your viewers at their emotional
core. Brands that use video strategically are
seeing tremendous impact on their business
at large, with significant growth in company
revenue and greater decreases in customer
acquisition costs year-over-year compared
to those who don’t.
Leading brands are aligning the goals,
focus, and execution of their externally
facing organizations – marketing, sales, and
customer success – around the customer
journey to deliver holistic customer
experiences across touchpoints. This helps
to shorten the sales cycle, increase customer
CLOSE
satisfaction, and create loyal brand
advocates who make repeat purchases and
recommend the brand’s products to others.
HEALTH
©2016 Brightcove, Inc. All Rights Reserved.
FORUM / CHAT
All three departments – marketing, sales,
and customer success – share focus on
the customer journey and contribute to
each stage. Which department leads the
journey changes as the customer moves
across the stages. This alignment creates
a common need for good content across
all three teams. Video is leading the way
in terms of content that connects.
Better than any other medium, video
enables you to optimize results at every
stage of the journey. Different types of video
work best during each stage of the journey,
so it’s important that your marketing, sales,
and customer success teams work together
to provide the right content, at the right
CHECK
time, to the right audience. C
=
LOYALTY C
18
Additional Resources
The Hero’s Guide to Video Marketing: The Journey Begins – Chapters 1-3

The Hero’s Guide to Video Marketing: Chapter 4 – Strategies for Video Marketing
Across the Customer Journey

Convince Your Boss It’s Time for Video Marketing

The 4 Aces of Video Marketing: How Top Revenue-Generating Marketers Stack Their Decks

The Impact of Video and Marketing Automation: 4 Must Do’s for the Modern Marketer

The Perfect Fit: How Video Marketing Can Boost Your Online Sales

Top 5 Video Marketing Mistakes: Don’t Fall Victim to These Common Missteps

Endnotes
1. David C. Edelman and Marc Singer, 6. Ibid.
“Competing on Customer Journeys,”
7. Christopher Ratcliff, “15 Fascinating
Harvard Business Review. Retrieved
Insights from Econsultancy’s 2014
September 27, 2016.
Reports,” Econsultancy. Retrieved
2. Andrew Moravick, “Understanding September 7, 2016.
the Expanding Benefits of Marketing
8. 2015 “Global Trust in Advertising” Report,
with Video,” Aberdeen. Retrieved
Nielsen. Retrieved September 27, 2016.
September 6, 2016.
9. Ibid.
3. Ibid.
10.“Cisco VNI Forecast and Methodology,
4. Ibid.
2015-2020” White Paper, Updated
5. “Customer Self-Service for Fast-Growing June 1, 2016, Cisco Systems, Inc.
Companies” Infographic, Desk.com. Retrieved September 7, 2016.
Retrieved September 15, 2016

About Brightcove
Brightcove, Inc. is the leading global provider of powerful cloud solutions for delivering and monetizing
video across connected devices. The company offers a full suite of products and services that reduce the
cost and complexity associated with publishing, distributing, measuring, and monetizing video across
devices. Brightcove has nearly 5,000 customers in over 70 countries that rely on the company’s cloud
solutions to successfully publish high-quality video experiences to audiences everywhere. To learn more,
visit www.brightcove.com.

290 Congress Street, 4th Floor, Boston MA 02210 617 674 6500 tel brightcove.com
©2016 Brightcove, Inc. All Rights Reserved. 617 261 4830 fax