Video Marketing Minute: How to Generate ABM Success with Video

Hi, I'm Kate and welcome to the Video Marketing Minute. This week we're talking about how to use video to power your account-based marketing success. As most B2B marketers and sales reps are aware, account-based marketing, or ABM, is a personalized vertical used to target Not only does ABM align marketing and sales teams, it streamlines pipelines, sets clear goals, and helps prove marketing ROI. Whether it's advertising, outbound sales emails, or events, ABM has been evolving into a new and necessary strategy. And with 75% of customers saying they're more likely to purchase with an offer that's been personalized, ABM helps marketers overcome their biggest challenge, converting customers. Brands like Engagio, Terminus, and Demandbase have all built comprehensive platforms for traditional ABM tactics. But with video now making up the majority of website engagement, it's more important than ever for marketers to integrate video into their ABM strategy. That's why we're outlining three ways to use video to generate ABM success. First, include personalized video in your outreach. Whether that's through email, or tagging prospects on social media, and sending them to a landing page, personalized video humanizes your ABM tactics and builds trust with your prospects. A great example of this is how Gum Gum Inc., an artificial intelligence company, used personalized video on social media to target key decision makers at McDonald's. The personalized video helped them secure a meeting with their target prospects. Second, use video to follow the activity of your prospects. With this, marketers and sales teams can see when prospects have watched videos, for how long, and where else they may have engaged in video content. Whether that's on a custom landing page built specifically for an ABM target, or anywhere else on your website. This provides actionable data that marketers can use to measure to see if their ABM tactics are resonating with their target accounts, and allows sales teams to use personalized outreach based on what videos are being watched by their target leads. We recommend creating a dedicated login for your sales team to view video behavior from targeted accounts. For example, 23 allows marketers to set up a limited version of our platform, so sales teams can log in and set up notifications when certain accounts engage with videos. Lastly, send ABM video data to existing marketing automation tools. When using a video marketing platform, marketers can get notified when prospects engage with content, and then sync that data to existing tools. This allows marketers to lead score, automate workflows, and send further personalized outreach. Whether that's HubSpot or Salesforce, this helps you see attribution for which videos are performing and producing real ROI. Subscribe here to catch next week's video marketing minute, and learn how to develop your ABM video strategy.