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Video Prospecting: Best Strategies with Examples
In the age of information overload, attention spans are shrinking.
For most audiences, this means having to sift through tons of emails and marketing materials every day. This is why personalized and engaging video prospecting is the new trend, telling your prospects the message in a captivating and engaging manner.
The power of videos has been shown to improve sales outcomes, as 78% of sales professionals acknowledge its value in qualifying leads, engaging prospects, and influencing deals.
Here is a look at what video prospecting is and the best strategies to use video in your sales cycle.
For most audiences, this means having to sift through tons of emails and marketing materials every day. This is why personalized and engaging video prospecting is the new trend, telling your prospects the message in a captivating and engaging manner.
The power of videos has been shown to improve sales outcomes, as 78% of sales professionals acknowledge its value in qualifying leads, engaging prospects, and influencing deals.
Here is a look at what video prospecting is and the best strategies to use video in your sales cycle.
Table of Contents:
What is Video Prospecting?
Video prospecting is a modern approach to reaching out to potential customers by using videos instead of traditional written or audio communication.
It involves forging genuine connections with prospects through personalized video messages, which can help elevate outreach.
Instead of sending text-heavy emails that are often overlooked, personalized video messages can introduce you, your company, and your value proposition directly to your prospects through engaging content.
It involves forging genuine connections with prospects through personalized video messages, which can help elevate outreach.
Instead of sending text-heavy emails that are often overlooked, personalized video messages can introduce you, your company, and your value proposition directly to your prospects through engaging content.
Why Go For Video Sales Prospecting?
As per industry reports, a good open rate for any email campaign is between 15%-28%. That means if you send out an email to 100 prospective customers, only 28 will open them.
The number that will engage or respond positively will be even lower. This is why traditional methods like cold calling or sending out generic emails are now generating low responses.
Video sales prospecting offers a way out! It offers a more engaging and impactful way to connect with your target audience. This has shown positive results, such as:
The number that will engage or respond positively will be even lower. This is why traditional methods like cold calling or sending out generic emails are now generating low responses.
Video sales prospecting offers a way out! It offers a more engaging and impactful way to connect with your target audience. This has shown positive results, such as:
1. Increased Engagement and Response Rates
Video is naturally more engaging than text. It captures attention visually and allows you to connect with the prospect on a deeper level, leading to higher open rates and response rates compared to traditional methods.
Research from Covideo suggests that just adding the word "video" in your subject line will improve open rates by 19%.
Research from Covideo suggests that just adding the word "video" in your subject line will improve open rates by 19%.
2. Builds Trust and Credibility
Putting a face to the name fosters trust and builds rapport with potential clients. They get to see your personality and enthusiasm, which goes a long way in establishing credibility and building a foundation for a positive relationship.
3. Personalization at Scale
Video prospecting allows for personalized outreach at scale. You can tailor your message to each prospect, addressing their specific needs and pain points.
This personalized approach demonstrates genuine interest and resonates more effectively than generic emails.
This personalized approach demonstrates genuine interest and resonates more effectively than generic emails.
4. Improved Information Retention
People tend to remember information better when presented visually than through text alone. Videos and images allow you to explain complex concepts, showcase product features, and share customer testimonials in a way that is both engaging and memorable.
5. Stand Out from the Competition
In a crowded marketplace, video prospecting offers a unique and differentiated approach to outreach. It allows you to stand out from competitors who rely on traditional methods, giving you a clear advantage in capturing attention and making a lasting impression.
In essence, video email prospecting is not just a trend but a must-have in today's digital era. The data is precise: substantial potential for improved engagement and trust. Most importantly, videos help you to boost sales.
In essence, video email prospecting is not just a trend but a must-have in today's digital era. The data is precise: substantial potential for improved engagement and trust. Most importantly, videos help you to boost sales.
When Can You Use Video Prospecting?
Now that we know what video prospecting is, let us look at some scenarios where video prospecting can add great value, empowering you to connect better with your prospects.
1. Initial Lead Outreach: Captivating Attention and Building Rapport
First impressions matter, and video sales prospecting videos help you make a memorable one.
Instead of impersonal emails that get lost in the shuffle, send personalized video introductions tailored to each new lead.
Highlight their specific challenges, showcase how your solution addresses them directly, and inject your personality to foster connection.
This approach grabs attention, positions you as a knowledgeable partner, and sets the stage for a productive dialogue.
Instead of impersonal emails that get lost in the shuffle, send personalized video introductions tailored to each new lead.
Highlight their specific challenges, showcase how your solution addresses them directly, and inject your personality to foster connection.
This approach grabs attention, positions you as a knowledgeable partner, and sets the stage for a productive dialogue.
2. Re-Engaging Dormant Leads: Rekindling Interest with Personalized Touches
Have promising leads gone radio silent? Don't write them off just yet. A strategically crafted video message can rekindle their interest and reignite the buying journey.
Briefly remind them of their initial challenges, address any lingering concerns they might have, and demonstrate how your solution has evolved to match their current needs perfectly.
Remember, a genuine video resonates far more than another forgotten email.
Briefly remind them of their initial challenges, address any lingering concerns they might have, and demonstrate how your solution has evolved to match their current needs perfectly.
Remember, a genuine video resonates far more than another forgotten email.
3. Proposals and Product Demos: Transforming Static Information into Compelling Narratives
Static proposals can be informative but often need more spark to engage genuinely. Breathe life into your following proposal with the power of video.
Create dynamic presentations that showcase key features, benefits, and impactful customer testimonials.
Go beyond static slides with engaging product demos, highlighting real-world applications and your solution's positive impact on similar businesses. This dynamic approach not only informs but also compels, giving prospects a tangible understanding of your value proposition.
Create dynamic presentations that showcase key features, benefits, and impactful customer testimonials.
Go beyond static slides with engaging product demos, highlighting real-world applications and your solution's positive impact on similar businesses. This dynamic approach not only informs but also compels, giving prospects a tangible understanding of your value proposition.
4. Leveraging Social Proof: Highlighting Customer Testimonials and Case Studies with Authenticity
Word-of-mouth marketing is powerful, and video takes it to a new level. Feature video testimonials where satisfied customers share their challenges, their journey with your solution, and the positive outcomes they achieved.
These authentic stories resonate far deeper than text, building trust and credibility with potential customers in a way that static testimonials cannot match.
These authentic stories resonate far deeper than text, building trust and credibility with potential customers in a way that static testimonials cannot match.
5. Anticipating Roadblocks: Proactively Addressing Objections and FAQs with Video
Prospects often have concerns. Be proactive and address them before they arise. Create targeted video FAQs directly answering common questions, showcasing solutions, and demonstrating your expertise through video email prospecting.
This empowers prospects with information, builds trust by addressing their worries head-on, and positions you as a knowledgeable and reliable partner.
This empowers prospects with information, builds trust by addressing their worries head-on, and positions you as a knowledgeable and reliable partner.
6. Personalized Follow-Up: Nurturing Relationships and Staying Top-of-Mind
Don't let the momentum fade after meetings. Send personalized video follow-ups thanking them for their time, summarizing key points, and addressing specific questions.
This reinforces your commitment, adds a personal touch, and keeps you top-of-mind during their decision-making process.
Remember, video prospecting is a dynamic tool, not a one-size-fits-all approach. Tailor your videos to each funnel stage, addressing specific needs and challenges.
Strategically incorporating it throughout the sales journey, you'll engage prospects deeper, build trust and rapport, and ultimately convert leads into loyal customers.
This reinforces your commitment, adds a personal touch, and keeps you top-of-mind during their decision-making process.
Remember, video prospecting is a dynamic tool, not a one-size-fits-all approach. Tailor your videos to each funnel stage, addressing specific needs and challenges.
Strategically incorporating it throughout the sales journey, you'll engage prospects deeper, build trust and rapport, and ultimately convert leads into loyal customers.
7 Video Prospecting Strategies For Targeting & Converting Leads Faster
To thrive in this new digital landscape, you need strategic, targeted approaches that resonate with your target audience and drive tangible results. Here are 7 video email prospecting techniques designed to propel your sales potential:
1. Research your prospect before creating a video
The first step to successful video prospecting is getting to know your prospect.
If your video is not tailored to their specific needs, the chances of it being viewed or appealing to them are rather low. So research your prospect using tools like LinkedIn Sales Navigator (to get to know their company and current role), Crunchbase (to know their specific industry, goals, and funding), and the prospect’s company website to get the information you need.
Knowing your prospect includes small nuances like:
If your video is not tailored to their specific needs, the chances of it being viewed or appealing to them are rather low. So research your prospect using tools like LinkedIn Sales Navigator (to get to know their company and current role), Crunchbase (to know their specific industry, goals, and funding), and the prospect’s company website to get the information you need.
Knowing your prospect includes small nuances like:
- Getting their first name and pronunciation right. This is the first step to building a solid connection.
- Knowing their exact pain points and how you can help them out.
- Pitching based on industry-specific metrics and outcomes
To make researching your prospect a lot simpler, you can use Clearout’s LinkedIn Sales Prospecting Chrome Extension, which will help you get targeted information and focus on the ideal prospects.
2. Have a Script, but Make it Conversational
Most prospecting videos are created using a set script.
If you are just reading out the script, there is a chance that it may sound robotic and won’t have the kind of impression that you expect.
Instead, focus on speaking naturally, like you are having a conversation with a friend. Have your points in front, but speak to your audience authentically.
This conversational tone helps build a rapport and keeps your audience engaged.
If you are just reading out the script, there is a chance that it may sound robotic and won’t have the kind of impression that you expect.
Instead, focus on speaking naturally, like you are having a conversation with a friend. Have your points in front, but speak to your audience authentically.
This conversational tone helps build a rapport and keeps your audience engaged.
3. Repurpose Existing Content
You do not need to constantly create new videos for your prospects. Instead, focus on the assets you already have and try to use these for your prospect videos.
For example, if you have existing webinars, presentations, or customer testimonials, extract key takeaways and condense them into shorter, platform-specific videos.
This strategy maximizes content creation efforts while reaching a wider audience.
For example, if you have existing webinars, presentations, or customer testimonials, extract key takeaways and condense them into shorter, platform-specific videos.
This strategy maximizes content creation efforts while reaching a wider audience.
4. Reminder and Follow-Up Videos
Prospecting videos don’t just have to be about getting the sale.
Instead of simply following up using emails or sharing sales materials with your prospects, you can create a reminder video.
Reminder videos allow you to get close-up and personal with your prospects, giving them a heads-up for an upcoming meeting or follow-up on a prospect after a conversation.
Instead of simply following up using emails or sharing sales materials with your prospects, you can create a reminder video.
Reminder videos allow you to get close-up and personal with your prospects, giving them a heads-up for an upcoming meeting or follow-up on a prospect after a conversation.
5. Go Where Your Audience Is
Use prospecting videos for social media platforms like LinkedIn DM or cold emailing.
By creating video content for your prospect and sending it as a DM, the chances of your prospect opening the message and watching it are much higher.
You can even determine where you need to focus your efforts. For example, if you are reaching out to a prospect for the first time, a simple introduction to your product or company can help.
However, if the prospect has already engaged with your website or other posts, you can create industry-specific content relevant to the prospect’s niche and share it with them.
By creating video content for your prospect and sending it as a DM, the chances of your prospect opening the message and watching it are much higher.
You can even determine where you need to focus your efforts. For example, if you are reaching out to a prospect for the first time, a simple introduction to your product or company can help.
However, if the prospect has already engaged with your website or other posts, you can create industry-specific content relevant to the prospect’s niche and share it with them.
6. Educate the Audience
Your prospect video need not always be sales-focused. Sometimes, you can just inform and educate the user and allow that to create an interest in your brand.
The power of this tactic is in getting not just their attention but also their trust. If you share educational and informative videos, the user is more likely to trust your brand. It also tells them that you know about their problems and the industry, making you an expert in the particular niche.
Educational videos can be a bit longer than prospecting videos and need a rigid script. Instead, they should be focused on a particular topic that interests the audience.
Take this Semrush example, which discusses how you can use their tools to improve your website's SEO. There is no direct sale!
The power of this tactic is in getting not just their attention but also their trust. If you share educational and informative videos, the user is more likely to trust your brand. It also tells them that you know about their problems and the industry, making you an expert in the particular niche.
Educational videos can be a bit longer than prospecting videos and need a rigid script. Instead, they should be focused on a particular topic that interests the audience.
Take this Semrush example, which discusses how you can use their tools to improve your website's SEO. There is no direct sale!
7. Use Customer Testimonials in your Follow-Up Messages
The way you approach a new lead will be completely different from how you talk to a prospect.
Since they may have already interacted with your content, you need to give them a solid reason to open and engage with your email.
A good way to do this is to include relevant testimonials in your follow-up email. For example, if you have already served a similar niche or industry that your prospect is in, why not let them know?
Share a case study or, better yet, a customer testimonial with them.
This will help them get a clear view of how effective your solution or services have been for someone in their industry and increase the likelihood of getting a response.
Here is a look at how Slack created a simple customer success story that gives a clear understanding of how this solution can help manage distributed teams.
Since they may have already interacted with your content, you need to give them a solid reason to open and engage with your email.
A good way to do this is to include relevant testimonials in your follow-up email. For example, if you have already served a similar niche or industry that your prospect is in, why not let them know?
Share a case study or, better yet, a customer testimonial with them.
This will help them get a clear view of how effective your solution or services have been for someone in their industry and increase the likelihood of getting a response.
Here is a look at how Slack created a simple customer success story that gives a clear understanding of how this solution can help manage distributed teams.
How Do You Use Video in Sales Prospecting Emails?
Video prospecting can be a powerful tool when used with a broader strategy. Here are some tips on how you can use video prospecting for your sales emails:
1. Make Sure the Video is Relevant to the Subject Line
Intrigue your recipient with a subject line that sparks curiosity and motivates them to open your email.
You can spark a connection with a highly personalized subject line that sparks curiosity and mentions their name. Also, make sure it covers the value proposition that you are offering.
For example: "[Name], See how [X Company] can help you achieve [Benefit]."
You can spark a connection with a highly personalized subject line that sparks curiosity and mentions their name. Also, make sure it covers the value proposition that you are offering.
For example: "[Name], See how [X Company] can help you achieve [Benefit]."
2. Keep the Email Short & Sweet
Since you are already going to cover most of the message using a video, you can keep your email content crisp and to the point.
Briefly introduce yourself, mention why you're reaching out, and highlight the specific benefit your prospect will gain from watching your video.
Your email content will aim to make the video seem irresistible and give them a reason to watch it.
Briefly introduce yourself, mention why you're reaching out, and highlight the specific benefit your prospect will gain from watching your video.
Your email content will aim to make the video seem irresistible and give them a reason to watch it.
3. Craft Videos that Resonate with the User
While there's no one-size-fits-all answer, shorter videos tend to perform better in email prospecting.
Aim for 30 seconds to 1 minute to keep attention spans high and encourage viewers to watch the entire message. Also, ensure that the video has elements that show the user that it is created specifically for them.
You can do this by including the company logo or the prospect's name, making it highly personalized and improving the chances of them viewing it.
Aim for 30 seconds to 1 minute to keep attention spans high and encourage viewers to watch the entire message. Also, ensure that the video has elements that show the user that it is created specifically for them.
You can do this by including the company logo or the prospect's name, making it highly personalized and improving the chances of them viewing it.
4. Use Relevant & Impactful Thumbnails
Create a custom thumbnail image that grabs attention and visually represents your video's content. This means using a combination of clear text, relevant visuals, and a touch of branding for maximum impact.
5. Include a Clear Call to Action
Tell the recipient what you want them to do after watching your video. Whether it's scheduling a call, visiting your website, or responding to your email, make your call to action clear and easy to follow.
6. Leverage Video Hosting Platforms
There are two common ways to incorporate video into your email:
- Embedding the video: This allows the video to play directly within the email. However, some email clients might not support embedded video, so it's important to include a backup link in case the video doesn't load.
- Including a link: Provide a clickable link that directs the recipient to a landing page where they can view the video.
We recommend going with the second option and using platforms like Vidyard or Loom to host your videos. These platforms offer valuable features like email tracking, lead generation forms, and analytics to measure your video email campaign's effectiveness.
5 Real-life Video Prospecting Examples To Learn From
If you use LinkedIn and have recently connected with a prospect, there are various things you can do. You could send them a DM, interact with their content, or even thank them for accepting your request.
But with video prospecting, you can make a strong first impression.
Take this example of a LinkedIn pitch, Kayla Cyrton-Thaler. She thanks Krishnan for connecting with her on LinkedIn and creates a short but personalized video explaining what Apollo could be lagging and how she can help.
This direct approach has a high chance of getting a response and showcases exactly how Canny can help.
But with video prospecting, you can make a strong first impression.
Take this example of a LinkedIn pitch, Kayla Cyrton-Thaler. She thanks Krishnan for connecting with her on LinkedIn and creates a short but personalized video explaining what Apollo could be lagging and how she can help.
This direct approach has a high chance of getting a response and showcases exactly how Canny can help.
1. Canny’s pitch to Apollo’s Krishnan Patel
Intrigue your recipient with a subject line that sparks curiosity and motivates them to open your email.
You can spark a connection with a highly personalized subject line that sparks curiosity and mentions their name. Also, make sure it covers the value proposition that you are offering.
For example: "[Name], See how [X Company] can help you achieve [Benefit]."
You can spark a connection with a highly personalized subject line that sparks curiosity and mentions their name. Also, make sure it covers the value proposition that you are offering.
For example: "[Name], See how [X Company] can help you achieve [Benefit]."
2. JDR Group’s Pitch to a Prospect
Another great approach to video prospecting is using specific information about the prospect in the video.
For example, Will from JDR Group drops a cold email using a short but engaging video to a prospect, who had joined an on-demand webinar hosted by the company.
In this video, he discusses ways to improve their website and ends with a simple call to action, keeping the entire video under one minute.
For example, Will from JDR Group drops a cold email using a short but engaging video to a prospect, who had joined an on-demand webinar hosted by the company.
In this video, he discusses ways to improve their website and ends with a simple call to action, keeping the entire video under one minute.
3. Prospect Video Explaining Pricing Packages
Often, in the sales process, a customer will be highly interested but may drop off if the pricing package does not appeal to them.
This is a tricky situation to navigate, and many sales processes end up losing customers since they do not get this right. Instead of sharing the pricing by email or explaining it in a document, you can create a short video and send it along with your quote to a prospect.
In this Vidyard example, you can see how you can create an explainer video for your prospect, telling them about your pricing packages and the benefits of each.
This personalized approach has a higher chance of communicating the benefits of each package and improves the chances of hearing back from the customer.
This is a tricky situation to navigate, and many sales processes end up losing customers since they do not get this right. Instead of sharing the pricing by email or explaining it in a document, you can create a short video and send it along with your quote to a prospect.
In this Vidyard example, you can see how you can create an explainer video for your prospect, telling them about your pricing packages and the benefits of each.
This personalized approach has a higher chance of communicating the benefits of each package and improves the chances of hearing back from the customer.
4. RepliQ’s introduction video for customers
Using video for your introductory emails will help communicate your brand’s message and values effectively.
Plus, it doesn’t have to be a direct pitch. You can just focus on making it a warm introduction to building a relationship, like this introductory video by Madeline, founder of RepliQ.
Plus, it doesn’t have to be a direct pitch. You can just focus on making it a warm introduction to building a relationship, like this introductory video by Madeline, founder of RepliQ.
5. LinkedIn’s Kayla Sings to Her Prospect
If you have what it takes to get creative, why not show it in your video?
LinkedIn’s Kayla decided to sing for a potential customer, using her soothing voice and musical talents to tell them exactly what they can expect from LinkedIn’s platform.
LinkedIn’s Kayla decided to sing for a potential customer, using her soothing voice and musical talents to tell them exactly what they can expect from LinkedIn’s platform.
In just 40 seconds, Kayla tells the user what they can get using LinkedIn for their outreach and advertisement. Plus, she ends with a powerful CTA while sharing her email address.
What also makes this video interesting is that it can be reused for other prospects in a similar stage, as it doesn’t mention any brand or name.
What also makes this video interesting is that it can be reused for other prospects in a similar stage, as it doesn’t mention any brand or name.
Video Prospecting: It's Not Just Hype, It's Hypergrowth
Video prospecting opens a world of possibilities for connecting with potential customers and securing conversions. Now that you know everything about what is video prospecting, why not use it for your brand?
So, ditch the script and embrace the camera – the future of prospecting is bright, and it's on video.
One last advice: Keep your videos concise and engaging. Aim for under two minutes and focus on delivering a clear value proposition. The quicker you capture your prospect's attention, the more receptive they'll be to your message
So, ditch the script and embrace the camera – the future of prospecting is bright, and it's on video.
One last advice: Keep your videos concise and engaging. Aim for under two minutes and focus on delivering a clear value proposition. The quicker you capture your prospect's attention, the more receptive they'll be to your message