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A New Video Creation Tool Targets the B2B Sales Pros

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Consensus, Which Offers a Software as a Service Platform for Intelligent Video Demo Automation, Published this week Consensus Snap, a Chrome plug-in for businesses. commercial sales teams.

Snap allows sales representatives to record, send and track video demonstrations of custom screen captures on the fly.

Users can enable the Consensus Snap screen or webcam recording functions to record anything on their screens – PowerPoint slides, proposals, spreadsheets or software demos, for example – and send a personalized video to prospects. Possible uses include walking a prospect through a product feature, a ROI analysis or a proposal agreement.

Users save the video, copy a personalized link in an e-mail – or a message via an online site such as LinkedIn – and send it.

Consensus Snap traces when and how the recipients interact and with whom they share the content.

"Putting the video in the sales playbook, and the ability to track consumption, reminds me more of LinkedIn's PointDrive for video," said Cindy Zhou, a senior analyst at Constellation Research.

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Sales professionals find that conversion rates are two to three times higher when videos include videos rather than regular e-mail messages, especially if the content is useful, such as highlights of a video. demonstration or the main challenges identified by the client. in meetings, "she told the E-Commerce Times.

Consensus Snap's interactive video demonstration automation reduces sales cycles by 68% and increases closing rates by 44%, according to the company.

The video comes to sales

The sales and marketing departments have been using video for a few years, and "we will see a growing use of tactical video – in sales and other situations – as a way to overcome the noise of ordinary marketing emails. and make a more personalized message, "predicts Rebecca Wettemann, vice president of research at Nucleus Research.

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"The key for all competitors in this space is the ease of use, which simplifies sending an e-mail," she told E-Commerce Times. Providing features such as filters and simple editing tools "will be the key to widespread adoption."

Custom video "is becoming more and more common" in B2B sales, noted Tara McWhite, campaign manager at

People "love the video," she told the E-Commerce Times, noting that more than 75 percent of people who open an email with a video read the video at least once.

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"Imagine that you get a 75% clickthrough rate on a landing page link," said McWhite.

The engagement rate for video messaging in sales is at least three to four times higher than traditional methods of outreach, she said, and "I believe that the effectiveness video messaging will remain high. "

Putting a face on a name "automatically creates a familiarity that prevents the leader from saying no," McWhite remarked, then "it's just a matter of putting them online for that to happen."

All about the commitment

Consensus Snap "can be used to increase synchronous communication delivered by phone, webcam or face-to-face," said Julie Thomas, CEO of
ValueSelling Associates.

However, with certain applications, such as walking a person through a proposal, video can be problematic. The sales representative does not have an opportunity to answer questions or respond to concerns, she told the E-Commerce Times.

"Sales are really about two-way communication to maximize your efficiency," Thomas said. "It's not about the quality of your tone, but the way you're engaged."

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From a buyer's point of view, ValueSelling researchers recently examined B2B sales transactions involving 206 managers and executives from various US industries. B2B buyers prefer that initial contacts be made via technology rather than by salespeople.

The study "did not include video because its use is not yet widespread," said Thomas, and sending a video to solidify a first contact or meeting "would be a waste of time and energy".

Richard Adhikari has been a reporter at ECT News Network since 2008. His fields of intervention are cybersecurity, mobile technologies, CRM, databases, the software development, the central and midrange computer. and the development of applications. He has written and edited for many publications, including Information Week and Computerworld . He is the author of two books on client / server technology.
Email Richard.