Leveraging customer references in a video format has many benefits. It can help prevent reference burnout, help you present exactly the message you want conveyed, can be deployed immediately, and is an entertaining medium for engagement with prospects. But have you ever thought about some of the other ways to leverage these assets in your sales and marketing activities? Using customer testimonial videos in lead generation can be powerful. We did a bit of digging on this topic and came across some powerful stats that put the proof-in-the-pudding and were too amazing to keep to ourselves.

  • Online video is second to word of mouth for the ability to influence decision makers (MarketingSherpa)
  • Video generates 373% more leads than white paper downloads at 60% less cost (Searchmarketingsage)

Using Video in Email Marketing

  • In 2010, 80% of SMBs used video in their email marketing campaigns. (GetResponse)
  • 46% of SMB’s say using video within email marketing messages significantly increases conversion rates. (GetResponse)
  • Adding video to email results in 2x to 3x increase in click through rate (Forrester)

Using Video on Landing Pages

  • Video landing pages convert 2 to 6 times better than a normal landing page. (Switch Web Video)
  • Landing pages with video convert in less time and present more opportunities. (Chris Savage, Wistia.com)
  • A landing page with video testimonials on it can beat the competition by 158% (Andrew Angus, Switch Web Video)

Real-Life Examples

  • Comcast discovered its sales people prefer to use reference videos during the sales process 80% more than using traditional collateral like a data sheet.
  • In early 2010, TriMark added a click-to-play customer testimonial video to all Window World PPC landing pages. Within one month, they saw lead conversions increase by 20%.
  • EyeView Digital reported conversion rate increases of over 80% when videos were included in landing page optimizations.

The experts are unanimous. Adding videos, particularly customer testimonial videos, will increase conversion rates for lead generation activities in the vast majority of all cases. RO Innovation can help you create and manage video references for your customer reference and marketing programs. Learn more and contact us today.

Jim Mooney
Jim Mooney is the Founder & CEO of RO Innovation. His passion for helping salespeople excel in all aspects of B2B selling, especially where customer references are involved, was the reason he started the company. His desire for helping others succeed flows through in the expert thought leadership he provides the industry, his customers and his employees.