How to Use Video for ABM
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As a SaaS firm with 10+ years within the trade, we have seen our fair proportion of selling techniques. And we have tried them, too. However, we have had nice success with one advertising tactic utilizing video for account-based advertising (ABM).
Of course, since our product is an enterprise video platform, we had a head begin on being snug working with video. So a lot in order that we regularly have prospects and companions alike ask us for ideas.
That’s why we need to share how we incorporate video into our personal ABM efforts to assist organizations discover video success of their account-based advertising packages.
Using Video for Lead Scoring
Lead scoring movies in your ABM packages can present extra flexibility over conventional conversion techniques. With the flexibility to assign completely different scores based mostly on the kind of video and the way lengthy they watch, you could have extra alternatives to bump up viewers’ scores quicker and push them towards turning into a professional account.
An ideal supply of recent accounts in your ABM funnel is the inbound accounts that align together with your ICP (ultimate buyer profile) coming by means of different excessive intent advertising packages like webinars and digital networking occasions.
Video as a First Touch
Video is a superb first contact, whether or not despatched by your gross sales or your advertising workforce, to teams of like personas inside an account. Record an introductory video screen-sharing the web site of your goal account and spotlight ache factors that your product solves. Personalized video will also be scaled and despatched to a whole efficiency.
Based on how a lot every persona watched the video, video view knowledge can qualify the assertion. That offers you a larger understanding of the areas of curiosity inside the account, and your gross sales workforce can start doing extra personalised outreach.
Nearly 90% of gross sales professionals report the significance of accessing video viewing knowledge to qualify leads, have interaction prospects, or affect offers. You may use video view knowledge to your benefit by analyzing it to know your choices; you may then decide what kind of content material you need to proceed to share with them.
Video and Content to Increase Conversions
Make Content From Content
Overall, we have had nice success by taking our bigger content material items — resembling case research, guides, and webinars — which might be sturdy and breaking them down into extra bite-sized items.
By slicing them as much as be extra digestible, we are able to share them with prospects in a drop-down e-mail marketing campaign, social media, or particular person gross sales reps, mixed with a one-to-one asynchronous video. Suddenly, one piece of content material turns into 5 items of shareable content material that tease info and encourage the prospect to obtain the whole gated materials.
It’s easy. What e-mail would you as an alternative obtain from a brand new contact? An e-mail asking you to learn a 10-page gated information or a primary contact 30-second intro video from a gross sales rep and a small infographic? We’ve seen this method work within the discipline as shut charges have elevated for over 50% of gross sales professionals who use video as a part of their deal cycle.
Personalization at Scale
Content would not should be custom-made or created for each account. Video is what lets you scale. Create a fast video explaining why you suppose the content material could possibly be useful to your goal account. By sending a personalised intro video, you are making a white-glove expertise for the efficiency whereas giving your gross sales workforce two contact factors for follow-up.
Did they watch the video and have interaction with the information? Awesome! That’s value scheduling a follow-up.
Direct Mail and Unboxing Videos
Large-scale gifting campaigns should not new. For a long time gross sales reps have been utilizing junk mail and presents to get consideration, win over shoppers, or get a foot within the door.
If we’re making an attempt to ship a present to everybody at an account we have engaged, it is a bottoms-up, top-down method. So as an alternative, we’re trying to create a groundswell of curiosity with particular person contributors inside the finances in order that once we have interaction a decision-maker with shopping for energy, that individual is already conversant in our model by means of their workforce.
Then, we monitor who accepts our reward inside a time-frame, and we have now a gross sales rep ship an unboxing video. That video is strictly what it appears like — a video exhibiting a gross sales rep unboxing the reward you simply despatched to the prospect. The fantastic thing about video is that you may decide an attention-grabbing thumbnail and, on this case, one which reveals them unboxing the reward that the recipient simply acquired.
The video of their inbox stands out much more as a result of it is one thing the recipient will (hopefully) acknowledge, and it’s intriguing sufficient for the individual to click on play. This method provides one other touchpoint and performs with the truth that everybody loves a very good reward.
When Sales and Marketing Work Together
As entrepreneurs, we usually deal with three issues:
What is the content material we will share
How are we going to share it
How are we going to transform them
But none of that may matter in case your advertising workforce is not aligned with Sales. The key to working a profitable ABM program is to have your gross sales workforce’s buy-in and work collectively on choosing and working accounts.
Record Results From a Video-Led ABM Program
We began our ABM pilot program with solely 100 accounts, and in only one 12 months, we had been capable of generate 8.5 instances our common pipeline — all with a video-led ABM program.
We hope our success with a video-led ABM program will assist encourage your group, and we encourage you to make use of our motion plan as a mannequin to kick-start your efforts.
You’ve received this; now begin creating.
This article was written by Alanna Gurr, content material advertising supervisor at Vidyard.
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