Leverage Personalized Video at Scale for ABM Programs

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Vidyard and Uberflip dig into some burning questions on sales and marketing alignment, adding video to your custom account destinations, and scaling these experiences for your one-to-one programs without spending additional dollars or getting burned.

Marketing

Video Hot Seat
Fire Up Your ABM Programs With
Personalized Video Content at Scale

@uberflip | #fastfwd18
Let’s talk about you
and your ABM journey.
Where are you today?

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Vidyard’s
ABM Journey

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Uberflip’s
ABM Journey

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o Tier 1: By account, individual
o Tier 2: By industry, persona, tech, geo
o Tier 3: Similar to inbound strategy, +
industry/persona related content
Uberflip’s Approach
Account Value ($)
Effortinvested
Tier: 3 2 1Tier-based approach to
personalization

@uberflip | #fastfwd18
How do you leverage
video in every channel
and touchpoint for your
ABM programs?

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ABM Sales
cadences

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Custom
Content
Streams

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Email Direct Mail

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What are some of the
benefits your organization
has experienced by
incorporating content
experiences with video?

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Better
Data & ROI
Content
Variety
Bigger
Reach

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How do you balance your
video content with your other
content formats? Where do
you find that it works the
best in your campaigns?

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$10K Open Opp 149 Page Views Top content
clicks
Calendly #1 CTA

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Supporting Video CampaignHero Video Campaign

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ABM isn’t just for winning
new business. Tell us how
you have leveraged video
and content as a part of
your customer strategy?

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Customer
Streams
30 Page
Views
Inspiration
hub #1 CTA

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Training &
Onboarding

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Personalization is key with
any marketing initiative
today, but especially when
it comes to ABM. How are
you personalizing your
content at scale?

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Video Examples
1:1 video
We have our sales reps record 1:1 videos for the account. It
is a simple way to make campaigns and outreach
personal.
Personalized Video
To make a big impact we have the technology to
personalize a video for 100s even 1000s of recipients.
Uberflip

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Tier 1
Personalization

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Tier 2
Tech Integration

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Top Takeaways
Personalize based on
tier and buying
stage for ABM.
Use a multi-channel,
integrated video
strategy.

Brandi does a quick intro on how marketers can create stand-out experiences in their ABM campaigns and video is becoming more and more of a hot trend. That's why everyone's here today for Fast Forward Summit.
Brandi will intro her Account Based Marketers aka her guests: Lindsay and Heidi She's gonna put them on the hot seat and ask a few questions to see how they're leveraging video content in their personalized abm campaigns at scale
Marketing & Sales alignment Selecting the right target accounts 15 top tier one accounts we have built custom resource centers for Including video throughout the journey Custom cadences for sales to utilize
2016-2017 Began laying groundwork for ABM, changing CRM reporting structure from leads to accounts. June 2017 1st full-time ABM hire to implement structure & programs throughout our revenue cycle. 2019 Building out ABM team further, having dedicated focus for field, segmented, and programmatic ABM. Ongoing multi-channel strategy: website, content, ads, email, BDR programs, direct mail, video, CPL, events
Using video for ABM, we’ve had video in 2 main areas. TOFU, BOFU (prospecting)
We incorporated videos into multiple areas on each account’s custom content streams we created. Here are some examples.
Email Sales reps will record short 1:1 videos for all email outreach. Below is an example of what the video looks like in an email. Direct Mail This is what our direct mail piece that will be added to our cadence. Below is an example of what the video cards look like.
Mixed in with others, use of gated & non-gated content. Some promoted throughout hub (CTAs), with relevant content. Everyone engages differently, and we need to provide different formats, asks, and types of content (including video) to drive highest amount of engagement. You can see here 2 video formats mixed in with other content surround our event, Conex. One is a more personal video from our CMO, and the other is a gated form of video of our event & speakers, On-Demand (which we promote via CTAs and other channels to drive leads).
Brandi will intro her Account Based Marketers aka her guests: Lindsay and Heidi She's gonna put them on the hot seat and ask a few questions to see how they're leveraging video content in their personalized abm campaigns at scale
Further engage customers Expand our reach in out bigger key accounts Account owner, BDR and CSMs utilize this page Goal Provide new thought leader content Connect to our knowledge base Share topical content for that account
Customer Hubs - Single experience for customers to be updated. Discover new key contacts/exec sponsorship in accounts
Customer Hubs - Single experience for customers to be updated. Discover new key contacts/exec sponsorship in accounts
one-to-one at scale both vidyard and uberflip (abmie) - 6 sales reps, 14 accounts - marketing touch points: social ad targeting, salesloft cadence: linkedin (inmail), phone call, email, direct mail
Multiple touch points A mix of tactics Marketing worked w/ Sales on building the cadence based on the account Copy and start cadence when custom page is complete
Taking it one step further.. Custom ads and content for top-tier accounts (key accounts) Terminus allows us to consistently get in front of and engage these top accounts without tons of manual work or list management behind the scenes. Again, this content stream is using all existing content, testimonials, etc. packaged just for Veeam (like the coke bottle) Example of a campaign we’re testing out to target a top account Arrow – this is again all existing content! Goal isn’t necessarily to get a CTA fill for these known accounts – more to have air cover/brand recognition when our sales reps reach out
What those terminus ads linked to – content that seems very personalized, we were able to create these streams at scale using UberflipWho do you think this content stream is targeting? Didn’t need to make this content from scratch – ALL existing content with new ‘house’ + CTA

Leverage Personalized Video at Scale for ABM Programs

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