Using Video Prospecting For Outbound Marketing

Using Video Prospecting For Outbound Marketing

The Power of Video Prospecting In Sales

In today's digital age, outbound marketing has evolved significantly. Gone are the days of cold calling and mass emails that yield minimal results. The rise of video 

prospecting has revolutionized the way sales professionals connect with their potential customers.

Video prospecting involves creating personalized videos to engage prospects and increase conversion rates.

This innovative approach to B2B outbound marketing has proven to be highly effective in capturing the attention of busy decision-makers and establishing meaningful connections.

Definition Of Video Prospecting

Video prospecting is the process of using personalized videos to initiate and nurture relationships with potential customers. Unlike traditional prospecting methods that rely solely on written text or phone calls, using video for sales prospecting offers a more engaging and humanized approach.

By leveraging the power of visual and auditory communication, sales professionals can create compelling outreach videos that resonate with their prospects on a deeper level. These videos can be tailored to address specific pain points or showcase the unique value proposition of a product or service.

Video prospecting allows SDRs to showcase their personality, build trust, and stand out from the competition. It creates a sense of exclusivity and importance.

This form of communication helps to break through the noise and capture the attention of time-constrained decision-makers, ultimately increasing the likelihood of a positive response.

Benefits Of Video Prospecting

Video prospecting offers numerous benefits that can significantly impact sales performance. Firstly, it allows SDRs and BDRs to build stronger connections with prospects. Seeing and hearing a salesperson through sales prospecting videos fosters a sense of familiarity and trust, helping to establish a foundation for a successful business relationship.

Secondly, video prospecting enables sales professionals to effectively communicate complex ideas or concepts. Visual aids and demonstrations can be incorporated into the videos, making it easier for prospects to understand the value and benefits of a product or service. This clarity can accelerate the decision-making process and drive faster sales conversions.

Furthermore, it enables you to pick prospects' attention by embedding an outreach video in your cold email or a message.

an example of video prospecting in cold email
an example of video prospecting in cold email

Why Video Prospecting is So Effective For Sales

Video prospecting has gained immense popularity in recent years due to its effectiveness. One of the main reasons why prospecting videos is so effective is its ability to capture attention.

In a world filled with information overload, it's challenging to stand out and grab the attention of potential customers. However, video prospecting allows sales professionals to cut through the noise and deliver a message that is both engaging and memorable.

Additionally, video prospecting appeals to the emotional side of decision-making. The combination of visual and auditory elements in an outreach video creates a more immersive and impactful experience for the prospect. This emotional connection can greatly influence the prospect's perception of a product or service, increasing the chances of a positive response.

Moreover, video prospecting offers a higher level of personalization compared to other outbound marketing methods.

By creating personalized prospecting videos, sales professionals can demonstrate their understanding of the prospect's unique challenges and position their product or service as the solution. This level of personalization creates a stronger connection and increases the likelihood of a successful sale.

Where Video Prospecting is Most Effective

While video prospecting can be effective in various industries and scenarios, there are certain situations where it shines brightest. One such scenario is when targeting high-level decision-makers or executives.

Targeting C-Level Executives

These busy individuals are often bombarded with generic emails and phone calls. However, a personalized video can capture their attention and make a lasting impression. Prospecting videos enable SDRs to demonstrate a genuine understanding of prospects' challenges and provide a tailored solution. Video prospecting can open doors that were previously closed.

Product or Service Introduction

Video prospecting is also highly effective when introducing a new product or service. The visual and auditory elements of a video can effectively showcase the unique features and benefits, making it easier for prospects to grasp the value proposition. This can be particularly useful when dealing with complex or technical offerings that require more in-depth explanation.

Additionally, video prospecting can be a powerful tool in industries where visual demonstration or storytelling is crucial. For example, B2B SaaS companies can use video outreach to provide a product demo.

Similarly, marketing and web design agencies can use prospecting videos to showcase relevant case studies in their outbound marketing efforts and build credibility with their prospects, hence ensuring high volume of booked meetings.

Finally, when we consider the best channels to send videos from, it would be through LinkedIn prospecting due to potential deliverability challenges when embedding a video in an email.

Best Time To Send Videos

Timing plays a crucial role in the success of video prospecting. While there is no one-size-fits-all answer, there are some general guidelines to consider.

Off-peak Hours

Firstly, it's important to avoid sending videos during peak business hours when decision-makers are overwhelmed with meetings and deadlines. Instead, aim for sending videos during off-peak hours, such as early mornings or late afternoons, when prospects are more likely to have time to engage with the content.

Time Zone Consideration

Additionally, consider the prospect's time zone when video prospecting. Sending a video at a time that aligns with the prospect's working hours increases the chances of it being viewed promptly. On the other hand, sending a video outside of working hours may result in it being buried in the prospect's inbox and overlooked.

Video Prospecting in Outbound Sequence

Lastly, it's crucial to follow up on video prospecting efforts. Sending a single video and expecting an immediate response is unrealistic.

Instead, create a cold email follow-up strategy that includes multiple touchpoints, such as additional videos or personalized emails. Consistency and persistence are key when it comes to using video for sales prospecting. 

Pro tip: If you are sending videos in a cold email, never send it in a first email due to deliverability issues. Make sure your videos are sent in a second or even third email follow-up. It is also important to keep it in the same thread.

Types Of Videos To Use

Video prospecting offers a wide range of possibilities when it comes to creating engaging content. Here are some types of outreach videos that sales professionals can use to effectively connect with prospects:

  1. Introduction videos: These videos serve as an initial touchpoint to introduce yourself and your company. They should be concise, friendly, and showcase your personality. Use this opportunity to highlight your expertise and establish credibility. Although it is not recommended to send it in a first cold email, there is a difference in reaching out to an inbound vs outbound lead. You should use introduction videos for the first use case - inbound.
  2. Product demonstration videos: These videos provide a visual demonstration of how your product or service works. Showcase its features and benefits, addressing the pain points of the prospect. Keep the video concise and focused on the key selling points. It's particularly effective for B2B SaaS companies and their outbound efforts.
  3. Testimonial videos: Testimonials are powerful social proof that can instill trust and confidence in prospects. Gather testimonials from satisfied customers and create videos that highlight their positive experiences. This can greatly influence the prospect's decision-making process.
  4. Case study videos: Case study videos demonstrate how your product or service has successfully solved a problem for a previous client. Show the before and after, highlighting the challenges faced and the positive outcomes achieved. This helps prospects envision how your offering can benefit them.
  5. Follow-up videos: After an initial contact or conversation, sending a follow-up video can be highly effective in keeping the connection alive. Use this opportunity to recap key points discussed and reiterate the value of your product or service. Personalize the video to show that you value the prospect's time and needs.

How To Make Video For Prospecting: Tips And Tricks

Creating compelling videos for prospecting requires careful planning and execution. Here are some tips and tricks to help you make the most out of your video prospecting efforts:

  1. Keep it concise: Attention spans are shorter than ever, so aim to keep your videos under 60 seconds. Get to the point quickly and focus on the key messages you want to convey.
  1. Personalize the content: Address the prospect by name and reference specific details about their business or challenges. This demonstrates that you've done your research and are genuinely interested in their needs.
  1. Be authentic: Show your personality and let your genuine enthusiasm shine through. Avoid sounding too scripted or rehearsed. Authenticity builds trust and helps establish a connection with the prospect.
  1. Use a professional setup: Invest in a good quality microphone and ensure you have proper lighting. Poor audio or video quality can distract the prospect from your message and reduce the impact of your video.
  1. Include a clear call-to-action: End your video with a clear call-to-action, such as inviting them to schedule a meeting or visit your website. Make it easy for the prospect to take the next step in the sales process.

Oftentimes, keeping up with the volume of video prospecting can arise as an issue. In such cases, it's worth exploring sales and marketing outsourcing companies that can do video prospecting at scale.

5 tips to create best-in-class prospecting video
5 tips to create best-in-class prospecting video

Best Tools For Video Prospecting

To create high-quality sales prospecting videos, it's essential to have the right outbound tools at your disposal. Here are some of the best tools available in the market:

  1. Vidyard: Vidyard is a powerful video platform that offers a wide range of features for video prospecting. It provides analytics, personalization options, and integrations with popular CRM systems.
  2. Loom: Loom is a user-friendly video messaging tool that allows you to record, share, and track videos. It offers features like screen recording and easy sharing options, making it ideal for quick and personalized video prospecting.
  3. Pitchlane: Pitchlane is a video outreach platform created specifically for sales teams. It allows you to automate video prospecting in 3 simple steps. Record your pitch, upload a CSV list of leads, and generate a video for each of these leads in one click based on the initial video you recorded.
features of best video prospecting tools for outbound marketing
features of best video prospecting tools for outbound marketing


Video prospecting has emerged as a powerful tool in the outbound marketing arsenal. Its ability to engage and connect with prospects on a deeper level has revolutionized the sales process. By leveraging the power of outreach video, sales professionals can stand out from the competition, build trust, and accelerate the sales cycle.

To make the most out of video prospecting, it's important to understand its benefits, the best time to send videos, the types of videos to use, and the best distribution channels, such as LinkedIn. Earlier, we concluded that LinkedIn is the best for video prospecting, especially as a part of a larger LinkedIn lead generation strategy.

By following best practices and utilizing the right tools, sales professionals can create compelling videos that resonate with prospects and drive increased conversions.

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Using Video Prospecting For Outbound Marketing
Jovana Stojanović
December 1, 2023
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