The Journey of Video in Your ABM Strategy

Video is a versatile tool that can be used in almost every stage of an account-based marketing ( ABM) strategy. Cold outreach emails are more likely to be remembered when a video is included, and email nurtures and retargeting ads can be tailored to the recipient's behaviors and interests. Personalized videos, customized playlists, gifting and direct mail videos and brand marketing videos are all ways to increase engagement and make your video efforts scalable.

Creating personalized videos or adding personalization to pre-existing content can make one video serve multiple people, while still making it feel personal. Gifting and direct mail videos can create anticipation for the gift and allow the prospect to put a face to the sender's name. Brand marketing videos provide viewers with a way to familiarize themselves with your products.

For an ABM strategy to be successful, it requires a symbiotic relationship between Sales and Marketing teams. With the help of video, you can increase engagement, connect to prospects in a personal way, and make your video efforts scalable.