As a SaaS firm with 10+ years within the trade, we have seen our justifiable share of promoting techniques. And we have tried them, too. One advertising and marketing tactic that we have had nice success with is utilizing video for account-based advertising and marketing (ABM).
In fact, since our product is an enterprise video platform, we had a head begin on being snug working with video. A lot in order that we regularly have prospects and companions alike ask us for suggestions.
That is why we need to share how we incorporate video into our personal ABM efforts in order that we will help organizations discover success with video in their very own account-based marketing applications.
Utilizing Video for Lead Scoring
Lead scoring movies in your ABM applications can present extra flexibility over conventional conversion techniques. With the power to assign totally different scores primarily based on the type of video and the way lengthy they watch, you might have extra alternatives to bump up viewers’ rating quicker and push them towards changing into a professional account.
An amazing supply of recent accounts in your ABM funnel is the inbound accounts, that align along with your ICP (excellent buyer profile) coming via different excessive intent advertising and marketing applications like webinars and digital networking occasions.
Video as a First Contact
Video is a good first contact, whether or not despatched by your gross sales or your advertising and marketing group, to teams of like personas inside an account. Document an introductory video screen-sharing the web site of your goal account and spotlight ache factors that your product solves. Personalised video can be scaled and despatched to a whole account.
Based mostly on how a lot every totally different persona inside the account watched the video, video view data can then begin to qualify the account. That then provides you a higher understanding of the areas of curiosity inside the account, and your gross sales group can start doing extra personalised outreach.
Almost 90% of sales professionals report the significance of accessing video viewing knowledge to qualify leads, interact prospects, or affect offers. You should use video view knowledge to your benefit, too, by analyzing it to know what your prospects are fascinated about; you possibly can then decide what kind of content material you need to proceed to share with them.
Video and Content material to Enhance Conversions
1. Make Content material From Content material
General, we have had nice success by taking our bigger content material items—akin to case studies, guides, and webinars—which might be sturdy, and breaking them down into extra bite-sized items.
By reducing them as much as be extra digestible, we will share them with prospects in a drip-down e-mail marketing campaign, on social media or by particular person gross sales reps, mixed with a one-to-one asynchronous video. Swiftly, one piece of content material turns into 5 items of shareable content material that teases out info and encourages the prospect to obtain the complete gated materials.
It is easy, actually. What e-mail would you relatively 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 have seen this strategy work within the subject as shut charges have elevated for over 50% of sales pros who use video as a part of their deal cycle.
2. Personalization at Scale
Content material does not have to be custom-made or created for each account. Video is what permits you to scale. Create a fast video explaining why you assume the content material might be helpful to your goal account. By sending a customized intro video, you are making a white-glove expertise for the account whereas giving your gross sales group two contact factors for follow-up.
Did they watch the video and interact with the information? Superior! That is positively price scheduling a follow-up.
3. Direct Mail and Unboxing Movies
Giant-scale gifting campaigns are usually not new. For many years gross sales reps have been utilizing unsolicited mail and items to get consideration, win over purchasers, or get a foot within the door.
If we’re attempting to ship a present to everybody at an account we have engaged, it is a bottoms-up, top-down strategy. We’re trying to create a groundswell of curiosity with particular person contributors inside the account in order that after we do interact a decision-maker with shopping for energy, that individual is already accustomed to our model via his/her group.
Then, we monitor who accepts our reward inside a timeframe, and we have now a gross sales rep ship an unboxing video. That video is precisely what it feels like—a video exhibiting a gross sales rep unboxing the reward you simply despatched to the prospect. The fantastic thing about video is which you can choose an eye-catching thumbnail and, on this case, one which exhibits them unboxing the reward that the recipient simply obtained.
Now the video of their inbox stands out much more as a result of it is one thing the recipient will (hopefully) acknowledge, and it intriguing sufficient for the individual to click on play. This strategy provides one other touchpoint and performs with the truth that everybody loves a very good reward.
When Gross sales and Advertising and marketing Work Collectively
As entrepreneurs, we usually deal with three issues:
- What’s the content material we will share
- How are we going to share it
- How are we going to convert them
However none of that can matter in case your advertising and marketing group is not aligned with Gross sales. The important thing to working a profitable ABM program is to have the buy-in of your gross sales group and to work collectively on deciding on and dealing accounts.
Document Outcomes 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 occasions our regular 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 individual efforts.
You’ve got obtained this, Now begin creating.
This text was written by Alanna Gurr, content material advertising and marketing supervisor at Vidyard.