How to track and analyze viewer engagement in Sendspark for B2B sales teams

If you’re in B2B sales, you know how hard it is to get a prospect’s attention—let alone keep it. Personalized video pitches can help, but sending videos into the void with zero feedback? That’s just guessing. If you’re using Sendspark, you’ve got access to some solid engagement data. The trick is actually using it, not just admiring charts.

This guide breaks down how smart sales teams can track, interpret, and act on viewer engagement inside Sendspark. You’ll see what’s worth caring about, what’s mostly noise, and how to use the numbers to close more deals (or at least stop wasting your time).

1. Get Set Up (and Don’t Skip the Basics)

Before you start poring over analytics, nail the fundamentals:

  • Make sure you’re on the right Sendspark plan. Some engagement features are only available on paid tiers. If you’re on the free version, expect limits.
  • Send videos the right way. Sendspark tracks engagement best when you share videos using their generated links or embeds. Forwarding a downloaded file? You’ll lose tracking.
  • Connect your CRM, if possible. Sendspark integrates with tools like HubSpot and Salesforce. If you want to tie video views to actual deals, connect these up early. (Don’t overthink it—basic integration is plenty for most teams.)

Pro tip:

If you don’t have CRM integration, use Sendspark’s unique video links and ask viewers to reply directly. It’s old school, but it works.

2. Know What Engagement Metrics Actually Mean

Sendspark gives you a bunch of numbers. Here’s what matters for B2B sales—and what you can pretty much ignore:

The Metrics That Matter

  • Views: Someone opened your video. Not earth-shattering, but better than nothing. If you see multiple views from the same person, that’s a good sign they’re interested—or they’re confused. Follow up and find out.
  • Watch time / Completion rate: Did they finish your video or bail after 10 seconds? If people drop off early, your intro may be too long, or your pitch just isn’t clicking.
  • Viewer identity: Sendspark can sometimes tell you who watched (if you sent the video directly, or if they enter their email at the prompt). Otherwise, you’ll see anonymous data.
  • Replies / CTA clicks: Did they respond or click your call-to-action button? This is real engagement—it means they cared enough to do something.

Metrics to Ignore (or at Least Not Obsess Over)

  • Heatmaps: Sendspark’s “heatmap” shows which parts of the video people watched or skipped. Fun to look at, but honestly, it rarely changes your next step.
  • Device or browser data: Unless you’re troubleshooting playback issues, you can skip this.

3. Step-by-Step: Tracking Viewer Engagement in Sendspark

Here’s how to actually get and use the data:

Step 1: Send Your Video with Tracking Enabled

  • Record or upload your video in Sendspark.
  • Add a clear subject line and a short message. Don’t bury the reason you’re reaching out.
  • Use Sendspark’s share options—copy the tracking link, or use the email integration. (Don’t download and attach the video.)
  • If possible, personalize the video and message for the recipient. Personalization bumps up engagement, plain and simple.

Step 2: Check the Analytics Dashboard

After sending, click into your video inside Sendspark. You’ll see an analytics summary:

  • Total views: Tells you if your video is getting opened at all.
  • Unique viewers: Useful if you sent the video to a group—did multiple people at the company watch?
  • Completion rate / Average watch time: Are people watching all the way through?
  • CTA clicks / Replies: If you included a call-to-action (like “Book a call”), did anyone bite?

Step 3: Dive Into Individual Viewer Data

Sendspark tries to show you who watched your video. If you sent via email, you’ll often see the recipient’s name or email. If it’s anonymous, you’ll just get a location or device.

  • If you see your prospect’s name, and they watched the whole video? Follow up while you’re top of mind.
  • If you see multiple views from different people at the same company, you may be getting shared internally. That’s often a buying signal.

Step 4: Act on the Data (Don’t Just Watch the Graphs)

Here’s what to actually do with what you see:

  • No views after a day or two? Your email probably got lost or ignored. Try a follow-up with a different subject line, or reach out on LinkedIn.
  • Short watch time? Your video might be too long, or your opening isn’t grabbing them. Try a shorter, punchier version next time.
  • High engagement, but no reply? Send a direct follow-up (“Saw you watched the video—any questions?”).
  • Multiple viewers? Ask your champion if they want to bring others to a call, or offer to do a quick team demo.

Step 5: Use Tags or Folders to Stay Organized

If you’re sending a lot of videos, label them by account or stage (e.g. “Demo,” “Follow-up,” “Cold Outreach”). This makes it easier to spot patterns in which videos get the most engagement.

4. What Actually Moves the Needle for B2B Sales

Let’s be honest: fancy analytics dashboards aren’t a silver bullet. Here’s what actually helps you close deals:

  • Personalized videos get watched. Generic videos feel like spam. Use the person’s name, mention their company, and keep it relevant.
  • Short and clear wins. Most B2B buyers are busy. If your video is over 90 seconds, you’re losing people.
  • Follow up fast. If someone watches your video, reply while you’re still fresh in their mind. Don’t wait three days.
  • Don’t get addicted to metrics. If you’re spending more time in Sendspark’s analytics than talking to prospects, you’re missing the point.

5. Common Mistakes to Avoid

  • Relying on “opens” or “views” alone. Just because someone opened your video doesn’t mean they care. Look for real engagement: watch time, replies, CTA clicks.
  • Sending the same video to everyone. Personalization takes a bit longer, but it pays off. Even a quick “Hi [Name], saw you’re hiring for [Role]…” goes a long way.
  • Overanalyzing heatmaps. Unless you’re testing video edits at scale, don’t obsess. Focus on whether people finish the video and what they do next.
  • Ignoring replies. It’s easy to get caught up in the numbers, but a short reply (“Thanks, but not interested”) is still valuable—it saves you time chasing dead ends.

6. When to Ignore the Data

Yes, you read that right. Sometimes the analytics don’t tell the whole story:

  • If a key prospect never watched your video: They might be busy, or their company blocks video links. Pick up the phone or send a text-based message.
  • If you’re getting “ghosted” after high engagement: The data can’t tell you internal politics, budget changes, or shifting priorities. Don’t take it personally—just move on.

7. Pro Tips for Getting More Out of Sendspark

  • Test video length. Try A/B testing a 45-second pitch vs. a 2-minute explainer. See which gets more completions.
  • Experiment with CTAs. Instead of just “Book a call,” try “Reply with your top question” or “Share this with your team.”
  • Use analytics to spot warm leads. If someone at a target account watched your video three times, that’s worth prioritizing.
  • Set a routine. Block 10 minutes each day to check Sendspark analytics and send follow-ups. Don’t let it pile up.

Keep It Simple (and Don’t Obsess)

Sendspark’s analytics are a tool, not a replacement for actual selling. Use the data to spot who’s engaged, learn what’s working, and reach out at the right time. Skip the dashboard deep dives unless you’re testing big changes. The real magic is in talking to people, not staring at charts. Keep it simple, iterate, and don’t let perfect be the enemy of good.