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Video is like the multi-bit screwdriver in the toolbox: its basic structure is always the same, but you can change its function by adding different bits, such as a Philips or a flat head.
Video is so versatile that you can use it at any touchpoint of your account-based marketing (ABM) strategy: you can open doors with personalized sales videos, brand marketing videos, instructional videos, demo videos and more.
We’ve created an easy-to-understand roadmap for using video at every stage of your ABM strategy. So, buckle up and grab some snacks …
Video for cold outreach
Did you know that people are 13% more likely to remember details from a video email than they would from a text-based email?
Think about it: now that most office work is digital, we all keep scanning text throughout the work day and ending up in inbox fatigue. But when a video comes, it stands out from the crowd of text-based emails, captivates our attention, and increases the likelihood that we will click through.
Account-based marketing tactics can be applied to cold outreach at the top of your sales funnel by tailoring personalized messages to key accounts.
Creating a custom video message for a key account decision maker is an excellent opportunity to connect with that person by demonstrating your knowledge of the account and its business. Only share content that is relevant to the person’s relevant topic. Video analytics are helpful here as you can follow each view to further evaluate the account.
Video in ABM Email Nurtures
An email maintenance campaign is a series of emails sent to targeted accounts based on the recipient’s behavior. When the recipient opens the email or interacts with the content, these actions trigger the Nurture campaign to schedule and send other personalized emails.
Using video in your email maintenance is a great way to introduce your brand to cold leads and it leads to higher engagement scores than text-based emails. Adding a video to an email maintenance can double a prospect’s lead rating with a single broadcast.
As the maintenance continues and the prospect’s scores increase, you can also define what types of video content they will receive in the future.
Video for retargeting accounts
After using video in an email maintenance, you can run retargeting ads for leads who have reached a certain view threshold in this maintenance. Retargeting ads will then be shown to people who are already a contact in your database or who have visited your website. That said, if they were in touch with you before, they will now receive targeted ads for your business on websites and social media sites like Facebook and LinkedIn.
You can increase the funnel speed by serving relevant ads on the video content your prospect was engaging with and offering relevant content assets based on the journey stage.
The retargeting ad structure ensures that you are serving the right type of content to the right audience at the right time and not burning significant advertising costs on leads that are too cold to convert. Social media, websites, and YouTube are the most popular places to distribute video content today. So use these channels to your advantage and get these retargeting ads to market!
How to scale your video activities
The goal is always to scale. The best part about having videos in your toolbox is the ability to take a responsive asset and use it multiple times.
1. Account-specific personalized video
Nothing beats a one-on-one video, but if you want to scale (and reach multiple people within one account) the perfect solution is to create an account-specific personalized video.
Instead of the one-to-one approach, you can reach multiple recipients through one account. It still feels personal, but it can save a lot of time. By addressing a specific vulnerability in the account, you can increase engagement on a large scale while maintaining white-gloved treatment. If you’re using a corporate video platform, audience analytics can also help you know who was watching for how long.
2. Promote personalized video
One of the best ways to make a marketing video scalable is to add personalization. To do this, you need to create a video into which personalized elements can be inserted directly, such as: B. the name of the viewer, the e-mail address, the job title or the company name. By using a video personalization platform, you can designate fields within the video into which the personalized elements can be inserted.
For example, Vidyard created a personalized Christmas video campaign that put the viewer’s name right into each scene in the video. Think about it: you could make a video and send it to thousands of people, but everyone will watch it and ask, “Was this made just for me?”
The personalized vacation video was so successful with our customers that it achieved a CTR of 157% above the industry average.
3. Custom playlists
You can customize existing content in your library, such as demo videos, case studies, or customer stories, by adding a custom video introduction to a curated playlist.
Record a short 30 second introductory video about your content explaining what the content is and why it is valuable to your audience. Then insert a call-to-action into the video to draw potential customers’ attention to the content.
If the content is on your website or in a video playlist, make sure that the resulting video is the content that you are targeting. Video tutorials on existing content will help you maintain a personal connection with your potential customer.
4. Giving away and direct mail videos
Gifts and direct mail alone are great ways to personalize and scale marketing at the account level. Adding videos can take gift giving and direct mail to the next level.
Create one-on-one videos for gift recipients to introduce themselves and let them know what’s in store. Sending a video creates anticipation for the gift and helps the prospect put a face to the sender’s name.
Sales teams can also create unboxing videos to make following up with a prospect even more personal. Make sure the gift appears in the video thumbnail. When you see the gift in the video, it increases clicks and views!
Do you want to go the extra mile? By tracking the views of your target accounts outreach videos, send a personalized gift to those who watch the entire video. You won’t forget it and it adds another touch point that you can connect on.
5. Follow-up demo videos
A demo video (a product demonstration) is a video that shows how your product works. A demo video could show the viewer how to use software, set up a new device, or explain a complex topic. It’s the perfect example of a type of video that is scalable and repeatable in many ways.
You can use a product demo video …
- In an email to a prospect or a target account
- On your website
- For customer support and activation
- In digital advertising campaigns
6. Brand Marketing Videos
Your video marketing strategy would not be complete without branded marketing videos.
Brand marketing videos are the foundation for your entire team and a way of introducing your customers to your products. They are scalable at the tactile level for web, landing pages, and digital ads, and are aimed at communicating at the account level.
Video works for both sales and marketing teams
Video can be used in any part of sales and marketing strategies, but it takes a symbiotic relationship between sales and marketing teams to make the strategic approach successful.
Now that you know where videos will go on your ABM journey, it is time to get out and about and put these tactics into action.
