Account Based Marketing (ABM) has gained significant traction in recent years due to its personalised approach; by tailoring marketing efforts to specific target accounts, ABM enables companies to maximise their impact and drive higher conversion rates.
In this blog post, we explore the power of video as a tool to support Account Based Marketing strategies.
Video is the perfect medium to support ABM, as it…
- Allows content to be shared by all decision makers, with one consistent message
- Nurtures leads, increases conversion rates and response rates
- Is a highly personalised form of content, and can be tailored to a specific industry and sector
- Stands out in a sea of noisy sales messages
For ABM, we generally suggest two distinct video strategies: Case Study Videos and Explainer Videos.
Case study videos
Case study videos are an emotive and authentic way to use social proof to its full advantage – by capturing hyper-focused use cases, it’s easy to give prospects context, and paint a picture of what’s possible.
Video has the unique ability to evoke emotions; by combining visuals, sound and storytelling, video can tap into the viewer’s emotions and leave a lasting impact. This emotional connection is particularly valuable in ABM, as it fosters trust and strengthens relationships between your business and your target accounts. By leveraging video content strategically, you can nurture these connections, ultimately leading to increased brand loyalty and long-term partnerships.
We worked with learning platform Thrive to create a series of industry-specific case studies for the retail sector. With these compelling client stories on their side, Thrive is now taking over the retail sector, with 73 new clients in the last 6 months alone! Here’s an example of one of their case study videos:
Explainer videos
Explainer videos are short and informative videos that explain a concept or process in a simple and easy-to-understand way. They answer the un-asked questions, and tackle objections before they arise, removing friction from the buying journey by giving the viewer more information and easing their concerns.
With ABM, the focus is on reaching key decision-makers within target accounts, and video provides an opportunity to grab their attention effectively. By crafting videos that speak directly to the challenges and pain points faced by each account, you’re able to create a lasting impression and establish a deeper connection with your audience.
Whereas case study videos are more centred on emotion, we typicallysee explainer videos leaning towards more logical messaging, which helps the viewer to rationalise their decision.
In this example for software company PSI, our video explains how their software helps overcome problems in the telco industry:
Personalised and targeted outreach is key to success in Account Based Marketing, and video is a powerful way to create captivating content to engage decision-makers within target accounts. By harnessing the emotional impact of video storytelling, you can forge deeper connections with your audience, drive engagement at scale and ultimately increase conversion rates.
If you’d like to find out how strategic video marketing could work for your business, let’s talk.
