According to SiriusDecisions, 92 percent of marketers worldwide report that account-based marketing is very important to their overall marketing efforts — and that number is growing. Smart companies go beyond basic targeting and integrating personalized details into their websites to make prospects feel at home before they’ve even filled in their name and email address.
As more marketers add video to their tech stack, the opportunity to combine video and account-based marketing is stronger than ever. As with any new marketing technology, how deeply you integrate video into your ABM targeting is up to you. Below are a few of our top ways to personalize your prospect video experience — without breaking your budget.
1. Customize Your Content by Industry
If your product or service targets multiple industries, don’t show your prospects a one-size-fits-all video. Create content for each of your buyer personas and let your prospects self-identify based on what video content is relevant to them. Taulia, an award-winning accounts receivable company, employs this strategy for their superheroes series:
Taulia shows how their product turns each customer personas into office superheroes. This means prospects can see exactly how Taulia benefits their business, no matter what their role is.
The same goes for targeting industries. Use multiple videos to show how your product can benefit different verticals you serve. By customizing your content, you increase relevancy. This allows viewers to see how your offering benefits their business — without wading through irrelevant, generalized content.
2. Aggregate Content for Your Accounts
It’s likely prospects will view multiple videos before deciding to pick up the phone and interact with your sales team. If you know prospects from Company A will find a subset of your videos more relevant than prospects at Company B, then build custom video hubs for each account you’re targeting. This takes the guesswork out of sending your prospects relevant content.
For example, when we target businesses, our sales team creates a Vidyard video hub. The hub includes videos aggregated to their industry, as well as their unique use case for our solution. We’re able to brand the space with their logo and choosing relevant content for a customized package is a breeze. Our team also adds custom demo videos that are recorded personally, which gives our prospects an idea of exactly the solution will work for them.
Not a Vidyard customer, but still want to aggregate some content? Check out LookBook. They integrate with several video providers and allow you to add other content to a customized hub.
3. Personalize Video — the Final Frontier
The cornerstone of most account-based marketing programs is personalizing your B2B marketing for prospects from different companies. Showing relevant content makes prospects feel like you have built your solution just for them — and the results show.
Personalized video represents the latest advancement in account-based marketing by adding personal details about your prospects directly to video assets. Show prospects videos with their name, company name, and logo added directly to the video. This seamlessly creates a personalized experience guaranteed to generate higher click-throughs and deeper engagement.
From using personalized video at Vidyard over the last year, we’ve seen an over 4.5x increase in total-to-unique click-through rates, as well as a 16x jump in click-to-open ratios. You’d be hard-pressed to find another ABM tactic that drives results like this.
Holidays are a great time to integrate personalized video into your account-based marketing strategy, so evaluate your database to see what companies are on your target account list and create something truly special.
Bringing It All Together
Account-based marketing is changing the way companies do business together. It turns a one-size-fits-all marketing methodology into a personalized, relevant experience for today’s technology buyers. With the rise of video as marketing’s favorite tool to better engage and interact with prospects, the intersection of video and ABM is a match made in heaven.
Before you press record on your next campaign, explore how you can incorporate personalized elements into your video content to better align with the goals of your ABM strategy. Your marketing team will be able to better personalize the buying experience of every prospect and your sales team will see a jump in qualified leads. It’s a win-win for your company and the buyer.
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