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How to Use Video to Drive Your Account-Based Marketing (ABM) Campaigns

June 03, 2022
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  • 7 min

Unlike other forms of mass marketing, the account-based marketing (ABM) strategy is focused on generating highly personalized experiences for specific target accounts. Video is an excellent medium for executing a powerful ABM campaign. This article will help you understand where video can fit into your ABM strategy and how to use it effectively.

Account-Based Marketing (ABM) is the cutting edge of modern B2B marketing practices.

The strategy is based on targeting a group of accounts that are a good fit for your product or service and engaging them in marketing outreach campaigns and programs.

Traditional marketing campaigns involve cold outreaching to best fit accounts, nurturing them down the lead generation funnel, and retargeting them with paid campaigns. All these efforts are made to encourage the prospects to fill out the form on your website. 

Given that engagement is the backbone of ABM strategy, one cannot deny that videos are the best content format to keep your prospects engaged. 

Let’s dive deeper to explore how you can start leveraging video to supercharge your ABM programs.

How videos can add value to your marketing efforts

Top businesses are reacting to the increased customer interest in videos by employing them across marketing platforms and across the sales funnel. 86% of businesses use video as a marketing tool.

Incorporating videos into your ABM initiatives to gain a competitive edge and provide a personalized experience can lead to:

  • Greater response rates
  • Shorter transaction cycles
  • Better ROI

You can use videos into landing pages, websites, social media, email, sales outreach methods, and customer onboarding to drive more engagement. 

87% of video marketers have seen a positive ROI using video.

Videos can be used for various goals at multiple stages and on different platforms. You can 

  • Break the ice with personalized sales videos
  • Create brand marketing videos
  • Grab top of the funnel prospects with educational and awareness videos
  • Present engaging and exciting webinars
  • Create demo videos and more.

So, whether you are starting with awareness or diving right into conversion, video can be effective at every stage of the buyer’s journey. 

How to use video in your account-based marketing strategy

The best part of account-based marketing is that it opens up the opportunity for you to use a multichannel approach while still keeping the focus on core accounts. And a video can catalyze each channel. Here are the six best ways to use video in your ABM strategy. 

  • Cold outreach

Did you know that individuals are 13% more likely to remember details from a video-enhanced email than a text-only one? 

The rising popularity of vlogs over blogs, especially during and post-pandemic, has made videos a preferred content format for marketers. 

Consider this: now that most office work is done digitally, we are constantly skimming text during the workday, resulting in inbox fatigue. However, when a video is included, it sticks out among the sea of text-based emails, capturing our attention and increasing the probability that we will click through.

Account-based marketing tactics, such as tailoring personalized messages to key accounts, can be used for cold outreach at the top of your sales funnel.

When you build a custom video message for a key decision-maker, you have an excellent chance to engage with that individual by demonstrating your understanding of the account and its company. Share content that will keep your prospect interested based on your research. stuff related to what you know the individual is interested in. Video analytics are helpful for this since you can track each watch to improve the account’s score.

  • Email campaigns

Account-based marketing often includes a series of emails sent to specific accounts based on the recipient’s behavior. If the receiver reads the email or interacts with the content, the nurture campaign will be triggered to plan and send more tailored emails.

Platforms such as Mailchimp and Campaign Monitor enable marketers to deliver highly personalized and targeted emails to their target audiences.

Consider adding customized videos to an already compelling communication. You would not only thrill your favorite accounts, but they would find it difficult to ignore your sales offer.

Campaign According to Monitor, including videos in your email marketing can improve its CTR to up to 65%!

Sharing movies within emails has become possible as email marketing grows increasingly complex.

  • Using videos on LinkedIn

According to RedRover, 61 million LinkedIn members are senior-level influencers, while 40 million are decision-makers. As a result, it gives the best chance to generate leads and nurture significant prospects through ABM activities.

So, if you want to land your favorite accounts, establish a list and search LinkedIn for decision-makers and senior-level influencers from those firms.

Add them as connections and use LinkedIn InMail to give them customized video content. According to LinkedIn, InMail receives a 10-25% response rate.

When you combine this with the captivating power of video, you will create an impact and drive sales.

  • Retargeting prospects 

After integrating video in an email nurturing, you may target retargeting advertisements to prospects with a certain number of views in that nurture. Retargeting advertising is then presented to those already in your database or who have visited your website. If they have previously engaged with your ads or content, they can show then tailored adverts. These ads are shown on other websites and social networking sites like Facebook and LinkedIn.

You can boost funnel velocity by providing relevant advertising to the video material your prospect viewed and offering appropriate content assets based on the stage of the journey.

The retargeting ad structure guarantees that you are delivering the right content to the right audience at the right time, rather than wasting money on leads that are too cold to convert. Because social media, websites, and YouTube are now the most popular venues to disseminate video content, use those channels and get those retargeting advertisements out there!

  • Video customer reviews

Leveraging video customer reviews becomes crucial to building strong brand credibility. Customer testimonials and reviews act as a solid virtual handshake with prospective consumers. Existing consumers commenting about your products or services works as a testimonial for your prospects. It also shows that your products or services have been tried by peers and can be trusted.

According to the Edelman Trust Barometer, more than 50% of customers consider “people like me” the most reliable information source about a product.

Reviews and testimonials have a tremendous influence on the audience when paired with video. They humanize your case studies and marketing content by eliciting a personalized, emotional response from otherwise boring text descriptions or use cases.

  • Tailored product demos

While text-based guides can be helpful, B2B buyers are increasingly looking for video tutorials and product walkthroughs to help them understand a product or service.

Incorporating tutorial videos improves user experience and retention by a factor of 10. Easy-to-understand movies demonstrating the product workflow may help new users have a great onboarding experience while improving buyer trust in prospects.

When designing a video for ABM, keep in mind the specific requirements of your target account, segment, or vertical. Different audiences will benefit from your product or service in different ways. A one-size-fits-all explanation will not suffice. Consider generating a personalized demo or a series of product films that speak directly to your target accounts’ pain areas and values.

As your business grows, you can utilize tutorials to launch new products or announce changes to enhance software use, minimize churn, and promote upsells.

To sum up

Videos, regardless of your industry, can greatly impact your marketing strategy. The statistics we mentioned in this article depicts a picture of a media format that is nearly universally loved by both marketers and their viewers, assisting in achieving a variety of really essential goals. 

Now that you understand how video can help you on your ABM journey, it’s time to identify your strength channels, build a strategy, and put those strategies into action.

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