Using Video In Your Marketing Automation Platform

Marketing Automation has been around for a number of years now. Only recently, however, have selected video platforms begun enabling marketers to unleash the power of video.

They do this by offering deep integration with their MA platforms & nurturing strategy.

This complete guide covers everything you need to know regarding the dynamic duo of marketing automation and video. We will answer many of the questions about how to get started and showcase what you should look forward to learning.

Finally, we will present best practices that will see you getting the most out of fusing the power of video and video analytics with your MA.

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Marketing Automation: A brief rundown

Chances are, you are familiar with, or even already incorporating marketing automation as a core aspect of your marketing stack, and are looking for ways to do more with it. Whether you’re working in a high-growth tech company, or maybe in an established organization looking to expand its brand recognition; your company will almost surely be using a marketing automation platform to streamline, automate, monitor and optimize its marketing initiatives.

So how does it work?

Most popular forms of marketing automation rely on the principals of inbound marketing. The standard M.O for inbound marketing entails the following cycle: 

Using SEO, PPC and social marketing, prospects are drawn to the company’s website or landing pages. Once there, they are engaged with content; they will be gently driven to fill a form, becoming an identified marketing lead (or contact) in the process. 

Then, a nurturing process begins. The newly-branded contact is added to email campaigns until he or she reaches the marketing version of the promised land: Obtaining marketing qualified status (i.e. they reach the point where they are ready to be handed over to sales).

Throughout this cycle, pertinent contact-related information is fed back into the system, triggering various processes and actions. These will come in the form of personalized messages and additional content offered to a prospect at opportune times, in the attempt to maximize engagement. This content typically includes videos such as product demos, testimonials, and webinars, as well as whitepapers, case studies and e-books.

Introducing the latest dynamic duo: Marketing automation and video.

Video marketing automation has 3 main pillars.

Lead Generation – The use of video to convert visitors into marketable leads.

Lead Nurturing – The use of video inside email campaigns to achieve the following:

  • Drive buyers into their next buying stage.
  • Make your videos “work harder” by utilizing them on every touch-point.

Lead Scoring – The use of video data to segment, qualify and score leads when you have a lot of them. This will enable you to distinguish between leads that are ready for “sales treatment”, and those who aren’t sufficiently qualified to try and convert.

Generating Leads Using Video

Some video marketing platforms, such as Cincopa, allow you to capture a viewer’s email as he or she watches the video as an “on-video form” experience. Then, they enable you to create a new contact on your MAP as he or she engages with video content, producing an increase of over 43% in conversion rate.

How about this idea: Forget about asking a site viewer to sign up for yet another white paper or case study by filling up a web form, in order to convert them into a marketable lead.

While it may prove successful at times, it has become an industry staple and somewhat of a nuisance to site visitors.

Why not try and convert them through a far-more enticing form of content? 

“Gating video content (i.e. stipulating access to those who fill a form) has proven to achieve conversion rates that are 40% higher than standard web forms. “


Fun Fact: Cincopa’s On-Video MAP forms can be used not just for lead capturing, but also for progressive profiling of contacts. This would mean that only fields that have missing CRM data will become mandatory to fill in to access the gated content.

Nurturing Leads Using Video

Lead nurturing is another crucial marketing facet that is revolutionized through video. Sending the right engaging piece of content at the right time, usually in the form of an email, is the difference between engagement and indifference.

Don’t be fooled by open-rate metrics. The one sure-fire way to know whether you still hold some relevance among leads is click-through-rate. And, surprise surprise, video has proven to be a game-changer in that regard as well.

Knowing that embedding video in emails generates 200%-300% higher click-through rates than conventional emails, it would be almost criminal not to properly incorporate it as part of your marketing automation efforts and overall strategy.

“According to HubSpot, nurturing emails with a video thumbnail can increase click-through-rate by over 150%!”


Segmenting Leads Using Video

One of the premiere capabilities of MAP integrated with a video platform is the ability to create and analyze segments based on video viewing.

As not all of your contacts are at the same buying stage, it is imperative they receive content that fits their position along the buyer’s journey. This is critical if you hope to successfully push them down the funnel.

Inbound Marketing Buyers Journey


🔨 Let’s break it down:

(Awareness Stage) –  A prospect realizes he has a problem, and is in need of a solution. The prospect will often download a piece of gated content, such as an ebook, or reach a blog post where he will fill in their email to get free downloadable content.  🥕 Feed your prospect educational material so he can learn more.

(Consideration Stage) – Your prospect will be assessing all possible ways to solve his problem. Now is when the prospect will look into content that is linked to specific companies or vendors. This content will typically come in the form of the sought-out company demo video, brochures or whitepapers. 🥑 Feed your prospect explainer videos, webinars and an overview about what you can offer him.

(Decision Stage) – The finish line: This is when your prospect is comparing solutions to find the best fit. At this point, he will request a demo or trial access. Additionally, your prospect will likely seek out customer stories and case studies to learn if if you had succeeded in helping customers whom shared a problem similar to his own. 🍏 Feed your prospect in-depth demos, testimonials, and customer stories.

Here’s an example of how video and segmentation can provide valuable insights:
This segment is the product of video performance analysis. Consisting of contacts who showed high levels of webinar engagement, this list will help you tweak lead scoring or nurturing campaigns. That way, you can push even more contacts into a successful buyer’s journey.


Using Video Viewing Metrics in Workflows

Let’s gain a firmer grip on how injecting video into your marketing automation processes or automated nurturing campaigns can truly revolutionize your marketing initiatives. 

Using a platform that integrates video data within your marketing automation system, such as Cincopa, you can know exactly which video was watched and for how long, in order to send viewing-based nurturing emails*.

*Video emails can direct recipients to a video embedded within your MAP’s generated landing page, or link directly to a brandable video landing page, generated by your VMP (video marketing platform).

Real-world Example

👀 Trigger:

Your prospect watched 60% of an on-demand Webinar (🧐 consideration stage content), send as an automated email.

↔️ Rule:

Has our contact watched 50% of that Webinar?

 “Yes” Action:

Live demo\intro call invite, sent as an automated email with a calendar link & internal task, created for customer success team or BDR.

 “No” Action:

Send out another 🧐 consideration stage piece of content, like a customer testimonial video, to continue to nurture. This time, use 80% viewing as your next trigger.   


Qualify and Score Leads Using Video

Lead scoring is an advanced strategy companies employ to set quality leads apart from those whom will probably not mature to a contact, or whom are not yet ready to buy. 

By attaching numerical values to potential prospects, automated lead scoring rates each interaction a lead has with your company. 

These include watching videos (including a breakdown of percentage watched), video emails opened, Video emails clicked, On-video interactions such as form submissions, CTA clicks etc.  

This is possibly one of the most powerful yet less understood features of video marketing automation. Every company needs to assess for itself and learn how to score specific viewing actions.

There is no one-rule-fits-all regarding how a prospect must score in order for him or her to be qualified as marketing qualified (MQL), or to be handed over to sales after being deemed sales qualified (SQL). 

That being said, video incorporated into that structured system can be an amazing prediction of buying stage and intent.

This is only the tip of the iceberg. With Cincopa, you can completely overhaul your video and marketing automation strategy. By combining video with your attribution measurement, you can expect to yield significantly higher conversion rates, gain considerable insights and video super-powers which you once thought were impossible.


Using Video In Your Marketing Automation Platform

by Tomer Iserovitch time to read: 6 min