To stand out from the crowd, marketers are continuously seeking innovative ways to engage new and existing audiences. Account-based marketing (ABM) has emerged as a powerful strategy, and when combined with the dynamic capabilities of video, it can yield remarkable results.
In this comprehensive ABM Video Strategy guide, we’ll explore expert tips on creating targeted videos that engage key accounts, boost conversions, and drive results.
What is Account-Based Marketing (ABM)?
Account-based marketing (ABM) is a strategic approach that concentrates resources on targeting specific accounts. Instead of broad marketing campaigns aimed at a large audience, an ABM-based marketing plan zeroes in on key accounts most likely to drive revenue and generate significant business. By focusing limited resources on these accounts, ABM helps reduce waste and improve efficiency.
This highly personalized strategy tailors content and messaging to address the unique needs and pain points of each target account, fostering deeper engagement and higher conversion rates. Additionally, ABM enables businesses to win bigger by reaching higher into target accounts and gaining buy-in from a wider buying committee, ultimately driving more substantial and impactful results.
Why Video is Crucial for ABM
Today, capturing (and keeping) an audience’s attention is challenging. We are consuming more content than ever, so it’s important to create moments that stand out. Video is the preferred method to convey information effectively and memorably.
Video offers several distinct advantages for ABM:
- Personalization: Personalize ABM videos to speak to each target account by leveraging the company name, vertical, pain points, and more. From the narration and on-screen text to the images, videos, music, and CTAs, delight each unique target with messaging that resonates.
- Scalability: Scale ABM videos across the buyer journey with highly relevant and personalized video content. Quickly move prospects through the funnel and into the pipeline for more meaningful results.
- Engagement: Communicate complex ideas and solutions more effectively through ABM videos compared to text-based content. An ABM video strategy not only captures targets but also grows and retains them for long-term value.
Analytics: Measure the success of ABM video strategy with detailed metrics. Track engagement and measure the effectiveness of campaigns to continually improve messaging and targeting tactics.
How to Develop an ABM Video Strategy
An effective ABM video strategy will engage buyers with personalized and relevant messaging throughout the entire buying journey. From the initial discovery and consideration to evaluation and selection, ensure you are targeting these accounts when and where it matters.
To do this, several critical components are required to develop an ABM video strategy:
- Identify target accounts: The first step is to identify the key accounts to target. These accounts should have the highest potential value for the business. Use data and analytics to identify them, while considering factors such as company size, industry, revenue potential, and alignment with product or service offerings.
- Create personalized video content: After identifying target accounts, create video content that will capture their attention, book meetings, and produce qualified pipeline conversions. Examples of personalized video content could include:
- 1-to-1 new logo outbounding with the goal to book a meeting.
- 1-to-many customer account growth with the goal to renew or upsell a service or product.
- Optimize video production: Legacy video production can be costly, time-consuming, and inefficient to scale and personalize in the way ABM advertising demands. Ensure you have the correct tools and resources to produce high-quality videos that have engaging messaging, clear visuals, and consistent branding.
- Distribute video effectively: Strategic distribution of ABM videos is essential to reaching target accounts. Use a multi-channel approach that combines email, social media, web, and ads to drive engagement with buyers.
- Measure and optimize: Track the performance of ABM videos using analytics tools. Monitor key metrics such as impressions, clicks, engagement rate, and conversion rate. Use this data to refine the ABM video strategy, making adjustments to improve effectiveness and achieve better results over time.
Account-Based Marketing Best Practices
To maximize the impact of ABM videos, there are some best practices to consider. First, go all in with 1-to-1 personalization, conveying that you know your prospects, their needs, and their pain points. This level of personalization shows that you have taken the time to understand and address their specific challenges. Additionally, include a clear call to action (CTA) to guide the audience on what to do next, ensuring that the videos are not only informative but also actionable.
Keep ABM videos concise, focusing on the most relevant information to hold the viewer’s attention more effectively. Short, focused videos are more likely to engage audiences and drive them to take the desired action. Finally, utilize A/B testing to determine the ABM approaches that work best. By testing different video formats, messages, and distribution channels, you can optimize your strategy to achieve the best results and continuously improve campaigns.
Account-Based Marketing Campaign Examples
ABM videos have proven to be a powerful tool to engage key accounts across the buying journey. In a best practices case study, SundaySky details how it successfully made the switch from demand generation marketing to an ABM approach using personalized video. This was a steep ask for a small team, but with the SundaySky AI-powered enterprise video platform, the team was able to create all different types of ABM videos in no time.
Experiment with the following account-based marketing campaign examples for a comprehensive ABM video strategy:
- Customer testimonials and case studies: Feature success stories from similar companies.
- Product demos: Highlight features and benefits relevant to the target account.
- New product announcements: Share new product releases that could benefit the target account.
- Explainer videos: Address specific problems the account is facing.
- Event invitations: Send personalized video invitations to target accounts for an event or webinar.
- Seasonal greetings: Thank target accounts for their business and highlight year-end achievements.
Account-Based Marketing Video Tools
To effectively adopt an ABM video strategy, especially for businesses with limited resources, account-based marketing video tools are essential. There are three key tools to streamline the creation, distribution, and analysis of ABM video campaigns, enabling you to achieve more with fewer resources.
The first is SundaySky. SundaySky is an enterprise video platform that transforms how businesses personalize at scale. This AI-powered platform is the key to many businesses’ successful ABM video strategies. Within a single platform, you can personalize every aspect of a video, from the narration and on-screen text to the images, videos, music, CTAs, and more. There is no video expertise required and anyone can make an ABM video in just minutes.
Equipped with the SundaySky platform to create and personalize video, you need to access customer data to effectively target key accounts. The SundaySky x Marketo integration allows access to real-time customer data to create personalized B2B video content at scale. This integration lets you pull in firmographic or geographic data to segment by company size or location, crafting messages that speak directly to the target buyer and driving higher conversions.
Now that you have successfully created your data-backed ABM videos, you need to distribute them to reach the correct audience. LinkedIn Ads is a powerful tool that drives 40% higher engagement with video content. As a member of the LinkedIn Marketing Partner Program, SundaySky makes it easy to create, personalize, and distribute ABM videos to the world’s largest professional network.
The Time for ABM Video Is Now
If you’re new to ABM marketing or looking to enhance your current ABM efforts, now is the perfect time to kickstart your ABM video strategy. This comprehensive ABM Video Strategy guide provides all the insights you need to understand how video can effectively engage key accounts, boost conversions, and drive impactful results.
SundaySky is the #1 enterprise video platform to create, personalize, and distribute ABM videos at scale. By using this AI-powered platform, businesses saw a 93% increase in meeting-to-qualified pipeline conversions, a 220% lift in account-to-meeting conversions, and 90% savings in production time and cost. Mark Tack, Chief Marketing Officer at Treasure Data, saw firsthand the transformative power of personalized video in their ABM approach:
“The level of audience engagement we’ve witnessed from tailored, personalized video has exceeded our expectations. The ability to scale our video strategy and the ease at which my team can create videos on their own for our ABM and demand gen campaigns makes SundaySky one of the more popular tools to use in their toolkit.”
Start transforming your ABM video strategy today. Book a live demo and learn why SundaySky is the only enterprise video platform for ABM at scale.
