- Research your audience: Build a detailed Ideal Customer Profile (ICP) with firmographic, technographic, and behavioural data. Understand their challenges, goals, and key decision-makers.
- Plan your video strategy: Match video types to each stage of the buyer's journey - awareness, consideration, and decision. Define success metrics like views, clicks, and conversions.
- Write and design scripts: Personalise scripts with the prospect's name, challenges, and goals. Use visuals that align with their brand identity and include logos, colours, and custom thumbnails.
- Record and edit professionally: Use tools like Vidyard or Loom for high-quality videos. Personalise further with tailored content, interactive CTAs, and branded visuals.
- Distribute and track results: Share videos via email, LinkedIn, or landing pages. Monitor engagement metrics like completion rates and lead conversions to refine your strategy.
Quick Tip:
Adding personalised videos to emails can increase click-through rates by 65%. Start crafting your ABM videos today to see measurable results!
How to Use ABM Personalization in Your Marketing Campaings
Step 1: Research Your Target Accounts
Before diving into personalised video content, it's crucial to have a solid understanding of your target accounts. Strong research is the backbone of any successful ABM video campaign.
Build Your Ideal Customer Profile
An Ideal Customer Profile (ICP) helps pinpoint the accounts most likely to benefit from your video content. Companies with clear ICPs see a 68% boost in account win rates.
Your ICP should include three main data categories:
Data Type | Key Elements to Include |
Firmographic | Company size, annual revenue, industry, location |
Technographic | Current tech stack, software preferences, digital maturity |
Behavioural | Decision-making process, business priorities, core challenges |
"Base your data on real customer stories and qualitative interviews to reveal buying motivations and key audience differentiators. Including the emotional factors behind purchase decisions strengthens connection." – Ross Howard, Product Marketing Director, Inbox Insight
To create an accurate ICP, look at your existing customer base - especially your most successful accounts. Identify patterns like company size, industry, and tech preferences. Keep your ICP up to date by reviewing it every quarter. Once it's set, you can focus on gathering deeper insights about specific accounts.
Gather Account-Specific Data
It usually takes 2–3 days of focused research to build a complete account profile that supports meaningful video personalisation.
Here are the key areas to investigate:
- Company Strategy and CultureDive into the target account's website, annual reports, and public presentations to uncover:
- Strategic goals
- Core values
- Recent milestones
- Growth direction
- Digital PresenceAnalyse their social media activity to spot:
- Recurring messaging themes
- Engagement trends
- Professional networks
- Industry collaborations
- Decision-MakersIdentify the key stakeholders who will view your video, noting:
- Their professional history
- Areas of expertise
Keep your account profiles updated with new information as it becomes available. This ensures your video content stays relevant and aligned with the account's current priorities and challenges.
Use these insights to write video scripts tailored to each account's specific goals and pain points.
Step 2: Develop Your Video Plan
Create a clear plan for your personalised video content. A well-thought-out approach ensures your videos connect with decision-makers and drive measurable outcomes at every stage of their journey.
Define Your Success Metrics
Research shows that 83% of businesses evaluate how effective their video content is.
Here’s how you can align metrics to each funnel stage:
Funnel Stage | Key Metrics |
Awareness | Views, watch time, social shares |
Consideration | Click-through rate, form submissions |
Decision | Sales opportunities, revenue impact |
"It proved that strategic planning and detailed video analytics can generate a tremendous return on investment for the organization." - Glenn Hughes, former Video Producer, Gordian
To improve results:
- Connect your video platform with your CRM and marketing tools.
- Use viewing-based scoring rules.
- Track engagement and view duration to spot interested prospects.
For example, Gordian ran a five-video campaign that brought in £4.8 million in revenue by using Marketo forms and lead scoring.
Next, focus on tailoring videos to each stage of the buyer’s journey to keep your audience engaged.
Match Videos to Buying Stages
Each stage of the buying process needs a different type of video as prospects become more familiar with your offering.
Early-Stage Videos:
- Keep it brief.
- Address main pain points and offer high-level solutions.
- Include clear next steps for further interaction.
Mid-Stage Videos:
- Show specific use cases.
- Feature customer testimonials.
- Provide detailed product demonstrations.
Late-Stage Videos:
- Highlight implementation plans.
- Share success metrics.
- Dive into technical specifications.
Use viewing data to refine your content strategy. For instance, when prospects watch a certain percentage of your videos, trigger targeted ads with follow-up content. This keeps them engaged while delivering tailored messaging.
To track performance effectively, monitor:
- Engagement levels across video types.
- Where viewers drop off in longer videos.
- Conversion trends by account.
- Content preferences based on decision-maker roles.
Adjust your strategy using these insights, focusing on the formats and topics that resonate most with your audience. Review and update your plan every quarter to stay aligned with your audience’s needs and market changes.
Step 3: Write and Design Your Videos
Now that you have your video plan, it's time to create scripts and visuals that will grab the attention of your target accounts.
Create Custom Video Scripts
Writing personalised video scripts takes careful thought. The goal is to address your audience's specific challenges and goals in a way that feels tailored.
Start by identifying the key decision-makers, understanding their industry challenges, and highlighting how your solutions meet their needs.
"Knowing the unique motivations, difficulties, and preferences of your customers can help you craft an effective message that resonates with them." – Rob Talley
Break your script into three main parts:
Script Component | Purpose | Key Elements |
Opening | Catch attention | Mention the account name, include a personalised greeting, and highlight a relevant challenge. |
Core Message | Provide value | Explain solution benefits and share examples relevant to their industry. |
Closing | Encourage action | Offer clear next steps and a strong call-to-action. |
Focus 80% of your script on addressing the audience's needs, and use the remaining 20% to establish credibility with facts and social proof.
Plan Your Visual Elements
Once your script is ready, design visuals that enhance your message and align with the target account's brand identity.
Here’s what to keep in mind:
- Personalisation Touchpoints
- Add the company logo.
- Use custom thumbnails with the recipient's name.
- Incorporate branded colour schemes that match the target account's style.
- Visual Aids
- Highlight key points with whiteboards or digital overlays.
- Include screenshots of the prospect's website or products.
- Add data visualisations relevant to their industry.
- Professional Setting
- Use a clean, well-lit background.
- Ensure clear company branding is visible.
- Dress professionally to match the target account's corporate culture.
Consistency in branding across your videos helps build recognition and trust. Pay attention to details like background styles (e.g., office vs virtual), text overlay placement, transition effects, and thumbnail designs.
To refine your approach, test different visual elements. A/B testing can reveal what resonates most with your audience. Monitor the performance of your visuals and make adjustments as needed.
With your script and visuals ready, you're all set to move on to recording and editing your videos.
Step 4: Record and Edit Your Videos
Choose the Right Video Tools
Pick tools that suit your team's size, budget, and account-based marketing (ABM) goals.
For larger sales and marketing teams, Vidyard provides a range of features, including:
Feature | Capability | Advantage |
Video Quality | Up to 4K with desktop app | Professional, polished videos |
Recording Length | 30-minute limit | Ideal for in-depth presentations |
Analytics | Detailed viewer tracking | Understand audience engagement |
Integrations | Salesforce, HubSpot, Marketo | Streamlined workflows |
For quicker, simpler communication, Loom is a solid option with a 5-minute recording limit.
"Vidyard is the best solution on the market for managing, marketing, and producing video. If you have videos, want to make more, and want to turn views into leads this is the software for you." - Eric Pratt, Managing Partner at Revenue River
After selecting your tool, it's time to add a personal touch to your content.
Add Personalisation to Your Videos
With your tools ready, focus on making your videos feel tailored and engaging.
Technical Setup
Ensure your setup is professional:
- Position your camera at eye level.
- Test your microphone for clear audio.
- Use proper lighting to brighten your frame.
- Check your internet connection for a smooth recording.
Personalisation Techniques
Here’s how to make your videos stand out:
1. Visual Customisation
Design your background to align with your prospect’s brand. For example, you could use their company colours or add their logo subtly within the frame.
2. Content Tailoring
Mention specific details about your prospect’s business. For instance, Sam Kean enhanced his pitch to a fitness equipment company by including exercise equipment in his video presentation.
3. Interactive Features
Make your videos more engaging by including:
- Custom thumbnails with the prospect’s company name
- Embedded calls-to-action (CTAs)
- Links to personalised landing pages
Keep your edits sharp and avoid over-the-top effects. The goal is to create polished, professional content that grabs attention and encourages interaction.
Finally, review your video analytics to see which personalisation strategies work best. Use these insights to improve your future videos.
Step 5: Share and Track Results
Once your personalised videos are ready, the next step is to make sure they reach your target accounts and encourage meaningful engagement.
Choose Your Distribution Channels
With your tailored videos in hand, it's time to focus on getting them in front of the right audience. Prioritise platforms where your target accounts are most active.
For example, email campaigns can significantly boost engagement. Adding videos to emails can increase click-through rates by up to 65%, and recipients are 13% more likely to remember details from video-enhanced emails compared to text-only ones.
Here’s a quick overview of how different channels perform for video distribution:
Channel | Performance Metrics | Best Practices |
LinkedIn InMail | 10–25% response rate | Focus on senior decision-makers |
Email Campaigns | Up to 65% higher CTR | Use customised thumbnails |
Websites & Landing Pages | Widely used | Embed forms to capture leads |
Social Retargeting | Rates vary | Retarget based on past interactions |
Using multiple channels together can amplify your reach. For instance, Vidyard created a personalised holiday video campaign where viewers’ names appeared in every scene. This approach resulted in a CTR 157% higher than the industry average.
Monitor Video Performance
Tracking performance is essential to fine-tune your ABM strategy and demonstrate ROI. By integrating your video platform with tools like CRM and marketing automation software, you can gather detailed performance data.
Key metrics to track include:
- Engagement Metrics: Look at view duration, completion rates, click-through rates on calls-to-action (CTAs), and interactions with interactive elements. A good benchmark is a 60% completion rate.
- Lead Generation Impact: Track how videos contribute to lead qualification. For example, Gordian, a construction tech company, used video analytics to measure engagement and qualify leads based on how much of the video was watched."It proved that strategic planning and detailed video analytics can generate a tremendous return on investment for the organization." – Glenn Hughes, former Video Producer, Gordian
Tips to Improve Performance
- Use custom thumbnails; they can increase play rates by 7%.
- Analyse attention spans to determine the best video lengths.
- Cross-check CRM revenue data with video viewing patterns.
- Score leads based on how they engage with your videos.
- Keep an eye on both individual and overall campaign performance.
These metrics and insights help you refine your video content and strategy. With 87% of video marketers reporting positive ROI from their efforts, consistent tracking ensures your ABM video campaigns continue to improve.
Conclusion: Making ABM Videos That Work
Creating personalised ABM videos that deliver results requires a focused, data-driven approach. Research indicates that these videos can increase meeting-to-qualified pipeline conversions by 93% and account-to-meeting conversions by 220%.
The key is crafting content that resonates with your target accounts. For instance, Nike's use of user data led to a 20% boost in email open rates and a 30% jump in click-through rates. Below are some practical steps based on these insights:
Focus Area | Best Practice | Impact |
Content Creation | Combine screen share with webcam | Improved response rates |
Distribution | Sync with CRM and marketing tools | Simplifies delivery and tracking |
Measurement | Monitor engagement and conversions | Up to 20% increase in conversions |
Personalisation | Customise messaging in real time | Cuts production time by 90% |
These areas highlight the essential steps to make your ABM videos more impactful.
"Measure the percentage of viewers who click on a CTA or link within the personalised video. A higher CTR indicates greater viewer engagement and interest in the content." - John Beebe, CEO of Classic Car Deals
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