Top 4 video tools to use in your sales process

So you’ve read our blog on using videos in sales and believe video can improve your sales process.

Now comes the practical question: which tools should you actually use that can work seamlessly with HubSpot?

A number of video tools integrate with HubSpot and can streamline your sharing and tracking. You don't need to be a video expert to see real results. But if you want an expert, you’ve come to the right place. 

The top video sales tools compared

Finding the right video tool that fits well with your workflow can be challenging, as not all tools are the same.

We've broken down the best video sales tools available, including some of the video tools we use ourselves. All but one can be integrated with HubSpot and implemented in your sales workflow. 

HubSpot's native video tools

What it is: Built-in video features within HubSpot Sales Hub (powered partly by Vidyard technology).

Key features:

• Record one-to-one video messages directly from the CRM
• Send videos in tracked emails or sequences
• Views tracked on the contact's timeline automatically

Pricing: Included with HubSpot Sales Hub subscriptions.

Best for: Teams already deep into HubSpot who want basic video messaging without additional software.

Vidyard

What it is: A video platform built specifically with sales teams in mind.

Key features that matter:

• Easy webcam and screen recording extension
• Strong HubSpot integration, which automatically pushes video viewing data into HubSpot contact records and timelines
• Embed videos in emails with animated thumbnails
• Notifications when someone watches your video
• In-video CTAs and forms on paid plans

Pricing: There is a free version with unlimited videos. There are also advanced plans for businesses. These plans include multiple users, custom branding, and CRM integration features.

Best for: Sales teams wanting deep analytics and automation capabilities. Many teams use Vidyard to send prospecting videos. They also use the HubSpot integration to measure engagement and follow up with hot leads.

HubSpot's own sales team uses Vidyard and saw a 4x increase in meeting booking rates.

Wistia (and Soapbox)

What it is: A video hosting platform traditionally popular for marketing that integrates with HubSpot.

Key features:

• Embed videos on your website or in emails and pass detailed viewing data into HubSpot
• Professional playback experience and analytics
• Soapbox tool for recording yourself and your screen
• Easy switching between webcam, screen, or split-screen views

Pricing: There is a free plan for unlimited Soapbox videos. Paid plans offer advanced features. These include video engagement analytics and HubSpot integration, which is available on the Advanced tier.

Best for: Companies wanting a polished video hosting solution for both marketing and sales. Using Wistia for marketing videos and sales keeps all video data in one place. It also integrates seamlessly with HubSpot.

Loom

What it is: A lightweight tool for recording quick video messages or tutorials. 

Unlike Vidyard or Wistia, Loom lacks a native integration with HubSpot that transmits view data directly into the CRM. You can still use it alongside HubSpot by manually tracking the recipients of your links or using link tracking.

Key features:

• Capture your screen, face, or both, and instantly share via a link
• Simplicity and speed, Loom is often described as faster than typing an email to explain something
• Generates a shareable link with an animated preview

Pricing: Free plan allows videos up to 5 minutes and a total of 100 videos. There's a low-cost Business plan for unlimited length and videos.

Best for: Individual reps or small teams wanting a no-fuss way to send video messages. If your focus is on the communication aspect and you can live without advanced tracking in HubSpot, Loom is a solid choice.

How to implement video in your sales workflow

Integrating video into your sales process can be done in a few key areas: 

• Email outreach
• CRM activities
• Automated sequences and workflows

Here's exactly how to do it:

Step 1: Set up your video integration

For Vidyard or Wistia:

• Enable HubSpot integration (usually via an API key or OAuth connection)
  • This ensures video view events and contacts sync with HubSpot

For HubSpot native tools:

• Ensure your user has proper permissions in HubSpot
• Ensure the feature is activated

Step 2: Record video content

Create the videos you plan to use in your sales process. 

For prospecting videos, make sure to include:

• A friendly greeting using the prospect’s name
• Reference something specific about their business to show you’ve done your homework
• A brief value proposition on how you can help solve a pain point
• A clear call-to-action for a meeting or call

For other video types you might want to look at recording, take a look at Why sales videos are transforming the sales process

Step 3: Embed video in emails effectively

When emailing a prospect directly, you’ll want to insert the video in a way that’s enticing. It’s a good idea to add a thumbnail image that links to the video. Many email clients do not play videos directly in the email.  

With an integrated tool, this is often possible with just one click. If doing manually, you can:

1. Screenshot a frame of the video
2. Insert the image in the email
3. Hyperlink it to the video URL

For recipients to understand that they need to click on the thumbnail to watch the video, the email should include a call-to-action such as, "Watch this 1-minute video."

A tip is to mention in your email copy that you made a video for them. Even just writing "I recorded a 60-second video for you" in the email body can intrigue them to click.

Step 4: Incorporate video into HubSpot sequences

Setting up video sequences:

Sequences in HubSpot allow you to automate a series of outreach emails and tasks. You can include videos in these sequence emails, too.

If your video tool connects with HubSpot, you can add the video thumbnail to your email templates in the sequence.

Strategically plan the timing of your sequence of steps. A Salesloft study found that emails with an embedded video are opened more often than those without. The study also found that emails containing a video sent within the 2nd and 20th day of a cadence result in significantly higher reply rates. So, you might not put a video in the first cold email, but in the second email sent after a day or two.

Step 5: Use video in marketing emails and workflows too

If you run automated nurture campaigns or send many emails using HubSpot’s Marketing Hub, you can also embed videos there.

HubSpot's email editor features a dedicated module for incorporating videos. All you do is drag it in, then either upload a video file or paste a video link. HubSpot will generate a thumbnail and link for you.

HubSpot workflows enable you to automate actions that respond to video engagement, provided that integration is in place. For instance, when a lead watches a certain video, you can trigger an automated follow-up email or task.

Step 6: Track engagement and follow up

As you send out videos, be sure to closely observe how your leads engage with them. Your video platform or HubSpot will show metrics like:

• Who watched
• How long they watched
• What they clicked

If a prospect watches your video, it's a great opportunity to follow up quickly.

In HubSpot, the activity feed for each contact usually captures and logs video views. Sales reps should keep an eye on these events in their CRM timeline so they can tailor their approach based on interest level. If a prospect re-watches your video 3 times, that's a hot lead to call!

Step 7: Iterate and optimise

As you implement video in your workflow:

• Gather feedback
• Refine your approach
• Try different video lengths or styles
• See what gets the best response
• Save templates for emails with videos that perform well

You'll discover where video most influences your sales cycle and focus on those areas.

Common implementation mistakes to avoid

Successful sales teams understand that a real video is more effective than long text. While your competitors focus on creating the perfect email template, they miss this important point.

Like any powerful tool, success depends on how you use it.

Start simple. Pick one type of video. Prospecting videos work well for most teams. Pick one video sales tool. Begin with the existing equipment you have. 

Focus on being authentic rather than perfect, and track your results to refine your approach.

The sales teams implementing video today are the ones who will dominate tomorrow's marketplace. The question is not if video will be important for sales success. It is whether you will be ahead or trying to catch up.

Ready to transform your sales process with video?

We can help you get started with your HubSpot integration. If you’re ready for a video that is slightly more produced, we can help with that, too. 

Get in touch to find out more about the benefits of using videos in your sales process.