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August 11, 2020

How Asynchronous Video Communication Helps Us Close Deals

Andy Gale

As Loom's VP of Finance and Operations, I’m constantly looking for workplace tools that help us reach more prospects, close more deals, and enhance our communication with customers.

When I first joined Loom, we had only recently begun charging for the product and had no sales team or processes in place. As I went out and spoke to more and more of our customers, I realized our own product could have a massive impact on how we get more users onto Loom. As always, I'm happy to borrow best practices.

There are four key ways we see customers using Loom for more effective communication as they build and take products to market; some are obvious while others are not. Let's dive in.

1. Prospecting

Countless blog posts explain how video can increase the effectiveness of sales prospecting. Here’s why: Video messaging increases open rates and responses –– by a lot. Many of our sales customers use Loom in the prospecting funnel, whether it's for a quick introduction, to share a product demo GIF, or for a compelling reason to set up a meeting (to go over new features and product integrations, for example). 

Most of the Loom videos we record and send are under a minute, and they tell a quick story with the goal to get to a demo. I've started using Loom in my outreach every day, and it's already had really positive results.

Here's an example of a video message I sent that demonstrates this outreach use case:

Here I highlight the Loom integration with Intercom and go over how the integration works to help support organizations.

2. Product demos

Product demos in person or over a video conference call (we use Zoom) are tried-and-true sales methods for a reason, but I see a lot of companies record abbreviated demos using Loom and then send the video as a way to get their foot in the door or as a follow-up. 

Sometimes you don't have time to touch on all your product features during a meeting, or you forget to cover a key integration a customer asked about. Don't worry: Instead of trying to set up another call a couple of weeks after the initial meeting, you can record a five-minute loom walking through everything and send it in an email. You can also take the time to make sure the video is polished and conveys the exact message you want

I've also heard of Sales teams that leave behind sales decks or marketing materials after a meeting but want to make sure there is proper context for anyone who wasn't in the initial meeting.

Here's a quick Loom video message I recorded after I ran out of time during a product demo:

In this follow-up to a prospect meeting I had, I demonstrate how the Loom dashboard functions and how to enhance video messages with features –– like the option to add CTAs.

3. Personal follow-ups

Sales models and sales cycles vary dramatically across our customers and partners, but the one use case where I always hear positive feedback is personalized follow-ups via Loom. Whether you have SDRs making a bunch of cold calls or enterprise reps scheduling in-person meetings, Loom can give you that extra advantage to best support and enhance the relationship

Adding some human interaction with a loom in a follow-up email can have a significant impact when nurturing prospects or checking in with customers. Courtney Maher, our Customer Success Manager, sends personalized Looms before customers reach the end of a trial or POC, a strategy I've adopted as well.

Courtney follows up a customer call with a video message to make sure documents she sent over were received and that they can access their workspace.

4. Employee onboarding and training

Maybe the most surprising way I've seen Loom used is also the most impactful: We, and our customers, use our video messaging tool for new hire onboarding and training. We’ve always used Loom videos to welcome new team members and get them up to speed on processes. Especially with a remote team, it's a great way to add some humanity to the process rather than sending a bunch of onboarding emails. 

Video onboarding also happens to be very effective because people retain information through video far better than they do by reading emails. 

What has been surprising is the number of sales teams around the world using Loom to do the exact same thing. I often hear from VPs of Sales that Loom has essentially replaced (or at the very least enhanced) their synchronous learning systems and that they now run their sales training through Loom.

On the customer side, one VP recently showed me the onboarding process at his company which included 30+ Loom videos — everything from how to customize the sales deck, to the best way to show the product, to the right way to follow up after a sales meeting. All of these onboarding materials are documented and shared with video messaging. All content is created and viewed in Loom. As the company scales, they’re investing in getting their onboarding and training process in place up front with video communication.

Here's one way we get new team members here at Loom up to speed:

Lauren Cunningham, Support Team Lead, walks through the Support team’s meeting schedule for the week.

Loom is used by millions of people and hundreds of thousands of organizations around the world. Sales is one of our biggest use cases and we continue to see increased adoption across sales organizations. As we continue to build out our video messaging product and introduce new features, we want to empower Sales teams with more effective communication to get in front of more customers, close more deals, and build more meaningful relationships.


Contact us to get started, or try out Loom for Teams to connect your Sales team with the power of video messaging.

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Written by
Andy Gale
Andy is VP of Finance & Ops at Loom.

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