The Latest from the ABM Experts
February 1, 2017
How to Win with Personalized Videos + Account-Based Marketing
Written by Shauna Ward
Category: Account-Based Marketing
Use personalized videos as part of your B2B account-based marketing & sales strategy.
If the term video marketing brings to mind pre-roll ads that you instinctively skip, it’s time to change your mindset. After all, 70% of B2B marketers say video drives higher conversions than any other medium.
[ctt template=”1″ link=”V0fHW” via=”yes” ]70% of #B2B marketers say video is the #1 medium for driving conversions. @Vidyard[/ctt]
[ctt template=”1″ link=”P8i7v” via=”yes” ]”A short video can tell a lot more than long text.” – @tylerlessard @Vidyard #B2Bmarketing[/ctt]
Last week, three brilliant minds in B2B marketing got together to talk about the intersection of video marketing and account-based marketing (ABM): Sangram Vajre, Co-Founder and CMO at Terminus; Nikki Nixon, Director of #FlipMyFunnel; and Tyler Lessard, CMO at Vidyard.
They talked about:
- Using videos in email nurture campaigns.
- Creating and leveraging personalized videos.
- Sending video via direct mail. (Yep, seriously!)
- Using video messages in the sales process.
- How account-based marketing facilitates these marketing methods.
To get a taste of the power of video + ABM, let’s take a look at two real-life examples.
Videos for B2B Sales Development
At Terminus, video is an important (and fun!) part of our sales development team’s email cadences — and for good reason:
[ctt template=”1″ link=”Y3gN7″ via=”yes” ]Including #video in your emails increases CTR by 2-3x. @Vidyard[/ctt]
Stephanie Kelly, Director of Marketing Ops here at Terminus, shares an example. “A fun campaign we ran last summer was inviting contacts at target accounts to #FlipMyFunnel’s one-year anniversary celebration,” she explains. “We assigned two SDRs to this campaign and worked with them to create fun invitational videos that opened the door for phone calls and meetings.”
Check out one of those videos, starring our very own Brad Wilkerson, below.
All we needed to create this was a camera and some balloons, and the results were phenomenal. 11% of the companies we targeted with this campaign registered for the event. Not only that, but those accounts made up 19% of our total opps from the event and 27% of our total pipeline.
You don’t have to be promoting an event to use videos in your sales strategy. In the webinar, Tyler Lessard shares videos that his sales team uses in email outreach, including one of a sales rep simply checking in with one of her prospects. The video is simple, but it’s far more engaging than an old-fashioned follow-up email.
And the numbers back that up. Customized video messages from sales reps increase response rate by 5x-8x.
[ctt template=”1″ link=”dfYb_” via=”yes” ]”Customized video messages from sales reps increase response rate by 5x-8x.” -@tylerlessard @Vidyard”][/ctt]
In short, anything your sales team would say via text email or an answering machine can be created just as quickly in video form.
Videos for B2B Account-Based Marketing
While personal, one-on-one videos are perfect for outbound sales, programmatic ABM requires a more scalable solution. This is where personalized videos really shine.
[ctt template=”1″ link=”gb572″ via=”yes” ]Personalized video email campaigns increase #CTR by 300-1000%. @Vidyard[/ctt]
My favorite example comes from the creative folks at Vidyard themselves. They used their own platform to create a personalized holiday greeting that they sent via email. When this video hit our inboxes, it spread through the office like wildfire.
Here’s what that email looked like:
You can view the entire video here to watch the magic happen for yourself.
Learn More: The Secret Weapon of Remarkable ABM Programs Webinar
To see more real-world examples of B2B companies using videos as part of their account-based marketing programs, click the banner below to watch the 45-minute recorded webinar.