The Limitations of Traditional Sales Outreach
Sales calls and emails remain the backbone of most prospecting strategies. They are tried-and-true methods for engaging potential customers. Yet their proven value does not always guarantee a response. The average sales development representative performs nearly 100 activities daily to connect with prospects. This includes social media outreach, phone calls, and emails.
The reality is stark. Only 24% of sales emails are ever opened. It takes an average of 18 sales calls to connect with a potential buyer. These numbers are discouraging. They reflect difficult seasons, shifting trends, and external factors. Working in sales is challenging under any circumstances.
This challenge fueled a shift in strategy at HubSpot. Their team decided to tweak their prospect outreach approach. They introduced video into their workflow. We spoke with Cam Karosis and Ron DeCosta from HubSpot’s Small Business team. They shared how this change improved engagement.
HubSpot’s Standard Prospecting Process
On an average day, HubSpot’s Small Business Sales Team seeks out prospective customers. BDRs typically reach out for two main reasons. First, a prospect takes action on the HubSpot website. This indicates interest. Second, a potential growth opportunity surfaces for the prospect’s business or website.
If a prospect meets one of these criteria, BDRs follow up. They use phone calls or emails. They also record relevant information in the HubSpot CRM database. This includes CRM sign-ups or content downloads. Cam Karosis follows an iterative process. He calls a prospect first.
If he does not get through, he sequences them. Sometimes, a personalized email is more appropriate. Karosis prefers four to six touches per prospect. For Target Accounts, he may use up to 10 touches. Target Accounts are specifically assigned to BDRs. They are managed with high priority.
Karosis finds that personalized approaches yield better results for these accounts. Otherwise, Sequences help elicit responses. They keep the brand at the top of the inbox. Karosis values respectful persistence. He believes in staying visible without being intrusive.
Introducing Video to Sales Outreach
Karosis saw success with calls and sequences. Still, he felt he could do more. He wanted a more innovative way to make contact. Ron DeCosta agreed with this sentiment. He had left countless voicemails for prospects. His response rate was low.
DeCosta received only seven responses from thousands of voicemails. He needed a creative outreach avenue. This is where the idea for video emerged. All HubSpot Sales teams have access to Vidyard. Karosis recalled being encouraged to use it. It added an authentic personal touch to outreach.
Karosis is a freelance video editor. He immediately embraced the idea. He began creating Vidyard videos for prospects. He started with candid videos from his desk. His process was simple. He sourced companies with shareable websites. He recorded the website on-screen. He discussed traffic rankings and missed opportunities. He asked what was working for the prospect.
He filmed himself talking alongside the webpage. Both were visible at the same time. Karosis did this many times. Sometimes, he got no results. But he felt he went above and beyond. His efforts rippled through the team. DeCosta was intrigued by the results. He noted that video saved time. He could see if prospects viewed the message.
Personalizing Videos for Higher Engagement
Karosis and DeCosta did not stop at basic videos. They saw an opportunity to personalize further. They featured a prospect’s product in their videos. Karosis purchased a hat from a prospect’s clothing line. DeCosta bought nutrition products from a prospect’s Instagram ad. Both became genuine customers of their prospects.
They leveraged this in their outreach videos. Karosis realized a video with the hat was impactful. It showed he was a fan of their stuff. He bought the hat on his own accord. He wanted more people to wear their products. He loves helping brands he likes grow using HubSpot.
The prospect responded well to the video. Karosis soon scheduled meetings and demos. The prospect noted the video was slick. The hat tactic pulled him out of the sea of sales emails. DeCosta had a similar experience. He recorded a video showing he was a fan. He pointed out opportunities on their website. He suggested where to place calls-to-action. Prospects appreciated the free advice.
Implementing Video in Your Strategy
Karosis and DeCosta’s videos increased engagement. Their experiences inspired other team members. Many began recording their own videos. They made authentic connections with prospects. They closed deals of their own. DeCosta advises against diluting video messaging. He suggests being smart and strategic. Always add value to the conversation. Keep the video short and personalized.
Karosis finds this strategy helpful for complex products. These products are better explained in person. Include a concise product demo in marketing emails. Provide a link to the website and blog. This allows prospects to educate themselves further. Karosis believes the tool matters less than the effort. He encourages teams to try it and measure results. Keep at it if the formula works.
Video is still integrating into sales prospecting. It is an important addition for new engagement. The team intends to continue using Vidyard. This experiment was just the beginning. Video helps close more deals in many cases. It builds trust and shows genuine interest. Managers should consider this for their teams.
Key Takeaways for Sales Leaders
Video prospecting offers a distinct advantage. It breaks through the noise of traditional outreach. It allows for personalization at scale. Sales leaders should evaluate their current methods. Are emails and calls yielding diminishing returns? Video provides a fresh channel for connection. It requires effort but delivers engagement. The key is authenticity and value.
Consider the resources available to your team. Do you have access to video tools? Can your reps create concise, valuable content? Start small and measure the impact. Track open rates and meeting bookings. Compare these metrics to traditional methods. Use the data to refine your approach. Video is not a magic bullet. It is a powerful tool in the right hands.
The future of sales engagement is evolving. Video is a central part of this evolution. It humanizes the sales process. It builds rapport before the first meeting. Sales teams that embrace this change will likely see results. They will stand out in a crowded market. The question is not if video will become standard. It is how quickly your team can adapt.
Conclusion
The HubSpot case study illustrates the power of video. It shows how personalization drives engagement. Karosis and DeCosta proved that effort matters. Their videos led to meetings and demos. They built relationships through genuine interest. This approach can be replicated by other teams. The key is to start and iterate. Measure results and adjust your strategy. Video prospecting is a viable option for modern sales. It offers a way to connect in a digital world. Consider how your team can use video today.
