How to Use Video to Improve Sales Engagement and Alignment

Video is one of the most powerful tools that businesses are leveraging today. Video content is highly engaging and increases brand visibility among potential customers. Moreover, statistics show that video is more likely to engage an audience than any other content type.

Almost 80% of users recall a video (what is seen) they have watched in the last month, and only 20% can recall text-based information (what is read) that they read. This means that video can help businesses increase visibility and engagement significantly.  

Videos are powerful digital assets that are effective in driving conversions. It is estimated that video on a landing page can increase conversion rates by up to 80%.

Moreover, an explainer video on a website can increase the likelihood of a purchase by up to 144%. Moreover, besides external communication, videos are pivotal to driving internal sales and marketing team engagement. They help teams to achieve common goals, enhance CX, share insight, and streamline communications. 

Here, the marketing team can share product demos and video ads with sales, thereby supporting them in their conversion efforts. The sales team then uses such video assets to engage customers. 

Videos help improve sales and marketing alignment by bridging the knowledge gap between the two teams. Sales performance can hit the roof of such an approach. Sales teams are usually busy with routine tasks — prospecting, preparing for demos, using CPQ (configure price quote) software, sharing follow-up emails, closing the deal, and responding to after-sales queries. Hence, providing videos in their repertoire can help them effectively communicate the product value proposition to potential customers.

Video content offers them a visual and interactive way to communicate product and service information, resulting in a more streamlined sales process, increased efficiency, and, ultimately, higher revenue.

In this post, we will throw light on how this content type is an asset for the sales team. 

Using Video to Educate and Inform

Video is a strong content format that can engage viewers. The attention span of viewers in a new video is 8.25 seconds. They will invest more time if you catch their interest in these seconds.

Leverage their time by using your digital assets, like videos, images, blogs, etc., to educate and inform them about your products. This involves creating educational videos about your product or service, showing how it works, providing product demonstrations, explaining features, and showing how it benefits users.

How can videos educate users?

Videos provide visual demonstrations of how to use a product or service, showing its benefits and providing an informative look at a topic. Also, creatively crafted videos help reinforce or illustrate complex concepts or processes in a simplified manner. Such an intuitive video adds value and connects with an audience while piquing their interest in your products/services.

Use videos to explain concepts, share best practices, introduce new products, and communicate important information regarding your product. You can further explore different uses of videos for education by creating videos that —

  • Introduces a product or service 
  • Explains a concept 
  • Demonstrates a process 
  • Shows an example or case study 
  • Share best practices 
  • Offer tutorials 
  • Onboard new users 
  • Hosts Q&As 
  • Communicate company information

Cincopa features help drive sales through video

Cincopa is a media and video platform that provides services for presenting images and videos online, including slideshows, galleries, players, video enhancers, and even private-access video hosting.

RecTrace: RecTrace (Record Trace) is a versatile tool to record videos from webcams and screens. It offers an easy way to create personalized videos without professional editing, making them suitable for various purposes such as training, marketing, and conferences. Businesses can share videos through websites, emails, and social media, providing a powerful way to engage their audience.

Key use cases of Cincopa’s RecTrace feature

Create product demonstrations: Software businesses can leverage Cincopa’s RecTrace feature to create tutorials for customers. These tutorials can help create instructional videos, teaching customers how to use the software and get started.

Software testing: Software testers can use RecTrace to capture any bugs encountered on a software/website/platform. They can document these errors using the RecTrace feature and forward them to the development team for further investigation. This process helps to ensure the quality and reliability of the software.

Product information: Sales personnel can use RecTrace to communicate information about their product/website to potential clients. It allows them to visually demonstrate their product’s features and advantages and understand how it works.

Support: Support engineers and tech support can use RecTrace to assist their customers with technical issues and queries. They can record a screencast, enabling them to explain complex technical concepts.

Training: RecTrace is a useful tool if you are looking to create training materials for new or existing teams. It enables users to generate training modules that are accompanied by explanations through the use of a webcam.

CTA’s: Cincopa lets you design a fully customizable video CTA native to your video to boost signups, sales, and demos that help grow your business. Cincopa offers galleries where you can create a Video Call-to-Action (CTA) button that can be placed on all the videos assigned to the gallery. 

You can modify the button’s text and design to fit the website’s style. Plus, users can decide when to display the CTA by choosing one of the options – on video loading, after a certain amount of seconds, on mouse hover, or click.

Annotations: Video annotations can create a deeper level of engagement between viewers, your video, and your business. Adding clickable links and messages at specific points throughout the video timeline allows the viewer to be in control without disrupting a CTA.

  • Create multiple annotations as desired and adjust their duration for long-term visibility or a few seconds.
  • Create clickable annotations by setting annotation sections that open on the same page or in a new tab.
  • Title annotations enable you to add a line of text to the video player to draw more attention.
  • Label annotations feature a textbox and personalized link that stands out and helps to emphasize a particular section of the video, especially when you can customize it, including any link of your preference.

And much more. Explore annotations using Cincopa here.

Email & campaigns: Cincopa enables you to integrate any asset or media gallery into an email marketing campaign or email newsletter. Your embedded media will be displayed as a custom-sized thumbnail that opens the gallery in a new browser tab when clicked. 

Cincopa is compatible with the most popular email marketing providers, including MailChimp, Constant Contact, GetResponse, Vertical Response, and more. Also, you can embed a gallery into a single email using a web-based email client like Gmail.

Using Video to Build Relationships

Videos help create engaging content that resonates with customers. This enables businesses to build relationships and foster loyalty from their audience.

Here are some quick ways businesses can use video to build valuable customer relationships.

Customer service and support: Videos help customers answer their questions quickly and engagingly. It builds trust between the business and its customers while keeping them from feeling overwhelmed and frustrated with the excessive information they need to read. 

Engagement towards products or services: Videos can effectively educate customers and build strong relationships with them. Use it to show product demonstrations, teach the exact use of a product or service, or offer an in-depth look at the features. Such engaging involvement ensures that customers keep coming for more on your site, building a rapport that keeps them loyal.

Show your team: Videos can help Introduce customers to people behind the business. This helps to create a more personal connection with customers and encourages them to form an emotional attachment to the business. Such connections can build loyalty and trust, leading to more sales through repeat customers.

Host virtual events: Host webinars, online classes, or other events that can effectively engage customers and build relationships with them. Offer customers the opportunity to learn something new or simply connect to create a strong bond between them and the business.

Using Video to Drive Sales

Use sales videos to create a personal connection and engage with customers. Demonstrate the features and benefits of products, showcasing customer testimonials, offering product discounts, providing tutorials, creating product how-to guides, etc.

Businesses can also use video to capture customer attention, increase conversions, and build trust with potential buyers. Additionally, video can target specific audiences, increase website traffic, reach new markets, and improve website visibility.

Build social proof: Create social proof for your brand to incentivize potential customers to take action. This includes creating testimonial videos about your products and services. Each testimonial provides an opportunity to bring your products and services to life. Others can see the customer’s enthusiasm on their face, and the inflection of their words can add that extra emotion. 

Promos: Creating videos that promote limited-time deals can effectively draw in viewers and motivate them to act quickly. Such a strategy capitalizes on the idea that scarcity creates a sense of urgency and impulse buying. Give viewers a time-sensitive, exclusive special deal or promo to increase conversions and boost sales.

Boosts SEO: Video can directly increase sales and indirectly improve them by boosting your search engine ranking. Visitors are likely to spend more time on your site if video content is included, as evidenced by a Wistia study. It found that pages with video had an average viewing time of 6 minutes instead of 4.3 minutes when the video was absent.

Using Video to Align Sales and Marketing

Aligning your marketing and sales teams is important to achieving big-picture goals. All sales team members must understand how their performance directly impacts the overall objectives and how achieving certain milestones will get you closer to achieving the end goal. Use the video for internal communication that ensures everyone remains on the same page to ensure success.

Simplify Your Way of Publishing

And even here, you can use video to align the sales and marketing teams.

Embracing the alignment culture: Maximize the potential of video-based communication by encouraging every team to embrace a culture of alignment. Apply the same philosophy when adopting video for cross-functional teams. 

A video is an effective form of communication due to its speed, personalization, customer preference, and improved retention. When teams understand the power of video-based communication, they will naturally be better aligned and focused on customer concerns. With the right approach, videos help create a more productive and customer-centric workplace.

Simplifying end-to-end buyer journey: B2B buyers are usually quite independent and only sometimes rely on sales representatives for their research process. Only 12% prefer meeting with a sales rep, and 71% begin their research with their unbranded search. Integrate video into an overall content strategy to evaluate existing sales content and look for potential conversion into a video.

Training and collaboration: Include video into training for sales and support teams where team members can collaborate on content mapping based on a list of key collateral that should be in video format. Marketers with more experience and understanding of this format can link the sales and support teams to video, advising them on using the technology. This helps to bridge the gap between the two departments and foster an effective and collaborative working relationship.

Knowledge repertoire: A comprehensive video library has the potential to be an invaluable resource for new sales reps joining an organization. Populate such a library with sales enablement videos featuring customer testimonials segmented by industry. Also, include a few helpful blog videos with bite-sized chunks of information to be posted on social media. Such a complete video collection can serve as a common denominator and unifying element among different teams.


This digital age demands businesses to leverage the power of videos to engage customers and build a brand. Start using videos for marketing, sales, webinars and tutorials, product demonstrations, customer testimonials, and more.

If you are willing to explore the advantages of videos for your business, try Cincopa. Register for 30 Days free of Cincopa and see how videos can transform your business thanks to the features that Cincopa offers.

Originally published on March 28th, 2023, updated on January 20th, 2024
The Blog

How to Use Video to Improve Sales Engagement and Alignment

by Hazel Raoult time to read: 8 min