Revolutionize ABM with Video: Engage, Convert, Succeed

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Table of content
  1. Introduction
  2. Personalized Experiences That Resonate
  3. Increased Engagement Across Channels
  4. Building Trust and Credibility
  5. Personalized Video Messages
  6. Explainer Videos for Account Challenges
  7. Customer Testimonial Videos
  8. Video Case Studies
  9. Interactive Video Content
  10. Higher Engagement Rates
  11. Accelerated Sales Cycles
  12. Improved ROI
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Jonathan Yohanes
11 hours ago・5 min read

Account-Based Marketing (ABM) is all about precision and impact. In an era where personalization is king, video has emerged as a must-have tool for businesses targeting their most valuable accounts. By delivering tailored, visually engaging content, video enables marketers to cut through the noise, build trust, and inspire action in ways other formats simply can’t.

This guide explores how video elevates ABM, creative ways to implement it, and the transformative outcomes it delivers.

How Video Elevates ABM

Personalized Experiences That Resonate

ABM thrives on personalization, and video takes it to the next level. Tailored video messages can address account-specific challenges, speak directly to decision-makers, and demonstrate a deep understanding of your audience’s needs. Unlike generic emails or static content, personalized videos feel human and engaging, making your message memorable.

For example, a sales team might create a video that introduces their solution while addressing a target account’s unique pain points. Including customer story videos in this strategy is a highly effective way to build trust and relevance. These videos showcase real-world examples of how your product or service has solved similar challenges for other clients, adding credibility and relatability to your pitch. By demonstrating proven success and outcomes, customer story videos help target accounts envision how your solution can deliver value for them, fostering stronger connections with high-value accounts. Check out some of 90 Seconds’ best customer story videos, helping brands inspire and connect with high-value accounts.

Increased Engagement Across Channels

Video consistently outperforms other content formats when it comes to engagement. On LinkedIn, video posts are 20 times more likely to be shared than static content. For ABM campaigns, this higher shareability translates to increased visibility among stakeholders within a target account.

Adding video to email campaigns also boosts click-through rates, ensuring your carefully crafted ABM messaging is not only seen but also acted upon. These engagement metrics are critical for measuring the effectiveness of your ABM efforts.

Building Trust and Credibility

Video is a powerful tool for establishing trust with existing—and potential—customers. A well-produced video that speaks to a prospect’s unique challenges demonstrates professionalism, expertise, and a genuine commitment to solving their problems. This is especially valuable in B2B marketing, where buying decisions often involve multiple stakeholders and significant investment.

High-value accounts want proof that your solution will work for them. Video testimonials, industry-specific case studies, and thought leadership content help position your brand as the trusted partner they need.

How to Use Video in ABM

Personalized Video Messages

Replace static, impersonal outreach with dynamic, one-to-one video messages. These videos can be used to introduce your team, pitch a solution, or follow up after a meeting. By addressing stakeholders by name and tailoring the content to their needs, you demonstrate a commitment to their success.

Personalized video messages are particularly effective at breaking through crowded inboxes, as they stand out and encourage direct engagement.

Explainer Videos for Account Challenges

An explainer video tailored to a specific account’s challenges can act as a personalized pitch. By detailing how your solution addresses their pain points, you not only capture their attention but also demonstrate your understanding of their unique needs.

For example, a software company targeting a healthcare provider might create a video showing how their platform streamlines patient data management, reducing costs and improving compliance.

Customer Testimonial Videos

Highlighting real-world success stories is a proven way to build trust. A testimonial video featuring a satisfied client from a similar industry or facing similar challenges can resonate deeply with your target account, providing social proof and validation of your solution.

Testimonial videos humanize your brand and make your value proposition relatable and credible.

Video Case Studies

Transform traditional case studies into dynamic video narratives. By using visuals, storytelling, and concise explanations, video case studies simplify complex solutions and make your achievements more relatable.

A compelling case study video can showcase your expertise and provide a clear example of the tangible outcomes you deliver, reinforcing your value to high-value accounts.

Interactive Video Content

Take video engagement a step further by adding interactive elements. Clickable CTAs, branching pathways, or embedded forms allow viewers to actively engage with the content, guiding them seamlessly through their buyer’s journey.

Interactive videos not only boost engagement but also provide valuable data on viewer behavior, helping refine your ABM strategy further.

The Results You Can Expect

Higher Engagement Rates

Video consistently drives higher engagement rates across multiple channels. Personalized video messages can boost reply rates by over 30%, while video content in email campaigns increases click-through rates by up to 300%. These metrics make video a must-have in account engagement strategies.

Beyond email, videos shared on platforms like LinkedIn and YouTube can create ripple effects within target accounts, amplifying your reach and increasing touchpoints with key stakeholders. With 90 Seconds’ Continuous Creation, brands can keep pace with audience demands by producing and delivering a steady flow of high-quality, engaging video content that drives sustained engagement.

Accelerated Sales Cycles

Videos simplify complex ideas and communicate value propositions clearly and quickly. Decision-makers can better understand your solution’s benefits, allowing them to make informed decisions faster.

A well-crafted video pitch or explainer can move accounts through the pipeline with less back-and-forth, saving time for both your team and the prospect.

Improved ROI

By focusing resources on high-value accounts and delivering scalable video solutions, businesses see a higher return on their ABM investments. Video’s ability to drive engagement, shorten sales cycles, and close larger deals ensures your efforts yield maximum impact.

In fact, companies that incorporate video into their ABM strategies often report higher deal sizes and improved account retention, making video a cornerstone of ROI-driven marketing.

Ready to Revolutionize Your ABM Strategy?

Integrating video into your ABM strategy isn’t just an upgrade—it’s a transformation. With personalized video marketing, you can create deeper connections, inspire trust, and drive conversions like never before.

Let 90 Seconds help you craft impactful, scalable videos that resonate with your most valuable accounts. Get started today.

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