6 Reasons to Use Video in Account-Based Marketing

Videos work because it helps companies stand out from their competitors; they grab the viewer’s attention in a way that a simple email cannot.

B2B companies are seeing higher ROI with Account-Based Marketing tactics (ABM) than they are with other marketing initiatives. Incorporating video technology into one’s ABM program can only boost its success. While those extremely nice and ground-breaking videos we see from Nike, Apple and others are amazing, even simple videos of a rep at their desk can boost ABM efforts. These videos work because it helps companies stand out from their competitors; they grab the viewer’s attention in a way that a simple email cannot. In addition to standing out from your competition, here are six reasons to use video in your ABM efforts:

1. Videos Boost Conversions and Sales

Having a video on your landing page can boost conversions by 80%. With vision being the most dominant sense, it’s not surprising. For sales, 74% of users who watched a product video ended up buying something. In today’s digital world, videos are outperforming white papers and enhancing landing pages to give the customer an easier experience.

2. The ROI is There

83% of businesses report that video provides great ROI. Whether the video’s quality is at the scale of Nike, or a simple product demo, it pays off. As technology advances, editing tools are getting easier to use and more affordable. Companies that don’t have experience in video marketing can easily get involved and start today.

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3. Video Saves Time

Consumers are smart, and they know downloading a white paper means going through a sales demo at some point. They also know that it takes time to read and digest the content as the content tends to be more sophisticated than that of video. Showing a video helps viewers learn all they want about a company/solution if the video does the job right.

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4. Provides Confidence and Validation

If the cost is large enough, the buyer will have to put their reputation on the line to justify it. Having a case study video testimonial will help the buyer, and their company feel more confident in your solution. Videos are also easier to share and don’t require additional information as white papers tend too.

5. Videos are Easier to Digest

In your busy workday, can you afford to spend 15 minutes reading a white paper, or would you rather watch a 3-minute video to obtain the same info? The average viewer retains 95% of info they watch versus the 10% when they read. Multiply this a few times because your colleagues will be reading/watching this content and it all adds up.

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6. Communicates Emotion

A personalized video goes a lot further than a white paper, especially when it comes to first impressions. Emotions play a part in making decisions, and personalized videos can build a relationship. When the buyer narrows their choice down to two solutions and can’t decide on which one to choose, having that relationship is going to be the difference-maker.

Anyone can start using video in their ABM strategy as soon as today! Recording a video containing content that would typically be copied and pasted into an email can be your simple start. Don’t have an ABM strategy in place yet? Don’t worry, it’s not required to use video in your outreach. If you’d like to start Account-Based Marketing, take a look at our 5 tips to get started blog post. Visit our website and contact us today if you’d like us to help run, or assist your marketing efforts through our digital marketing agency. We provide marketing services of all kinds, including content creation, paid advertising, filling funnels, and much more.

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