B2B Marketing Technology

Video marketing gets closer to customer's 'video body language' with new tool


By Laurie Fullerton, Freelance Writer

June 15, 2016 | 2 min read

'Digitial body language' can be more easily gauged according to Vidyard, the video intelligence platform for business, which today introduced new tools that extend the power of video beyond marketing to sales, support, customer success and other teams across the organization.

Photo from Vidyard

For B2B marketers seeking to engage both the sales departments and potential customers, the tool enables a follow up email video sent natively through Gmail or Outlook to reach a potential customer much like attaching a PDF to an email. The tool, in turn notifies the sender what was watched, how long it was viewed and which parts were skipped or replayed. With these insights into a viewer’s 'digital body language', marketers and sales departments can gain new intelligence on which customers and prospects are most engaged in their message and which topics are holding their attention.

“Video is the most effective way to connect with modern B2B buyers, and it can also offer incredible insight into the interests and intent of each individual viewer,” said Michael Litt, co-founder and CEO of Vidyard. “Despite its success as a strategic marketing tool, video remains an untapped resource for helping sales reps close more deals or building better relationships with existing clients. We’re addressing this head-on by making it simple for customer-facing teams to share key video assets from right inside their inbox and use viewer engagement data to better understand their audience.”

What is compelling about this concept is that it makes a huge step towards enabling sales representatives or sales teams to use video content directly. With video marketing's proven effectiveness, being directly linked to sales or used as a follow up email can help marketing teams manage, optimize and analyze their video content and online viewers at scale. The in-house technology can boost conversion rates by prospective with video, better educate sales teams, and build stronger relationships with clients using video content to build their brand.

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