But account-based marketing (ABM) isn’t just about grabbing attention, it’s about starting conversations with your dream customers. It started with the sales rep, John, saying “Hey Daniel, I made this video for you about how we can help Drift.” John was taking an account-based approach with Drift, one of his target accounts and I was his VIP lead. To stand out, John made a custom video so I’d pay attention. Personalized video is great for ABM. With Drift ABM, you can greet your VIPs with a personalized message when they reach your website. So imagine John, the sales rep that reached out to me, had sent that personalized video in an email, and because I was busy doing whatever I was doing, I never replied to him. Meaning, after you’ve set it up, it just works. This approach is what we call conversational marketing. Attach Log in with or sign up with Disqus or pick a name Disqus is a discussion network Disqus never moderates or censors. Load more comments Powered by Disqus Subscribe Add Disqus to your siteAdd DisqusAdd Privacy SECURITY WARNING: Please treat the URL above as you would your password and do not share it with anyone.
Personalized videos are great for grabbing attention. But account-based marketing (ABM) isn’t just about grabbing attention, it’s about starting conversations with your dream customers.
Recently, I received an email from a sales rep with a video made specifically for me. It started with the sales rep, John, saying “Hey Daniel, I made this video for you about how we can help Drift.”
John was taking an account-based approach with Drift, one of his target accounts and I was his VIP lead. To stand out, John made a custom video so I’d pay attention. I watched the whole video.
But John dropped the ball. He gave me a form to fill out after I watched the video.
Companies that practice ABM are finding new ways to dazzle prospects since both email and cold calling no longer work. Personalized video is great for ABM.
But ABM has a weak spot. And up until recently, it hasn’t been addressed.
While your campaigns might be creative and grab someone’s attention, the bulk of account-based campaigns are still driving their VIPs to lead forms.
Forcing your VIP leads—that your sales team is dying to talk to— to wait for follow-up calls or emails when they’re already live on your site and ready to talk is…ludicrous!
But I came to Vidyard’s blog with a solution for video marketers that are running ABM campaigns and want to level up on conversions.
With Drift ABM, you can greet your VIPs with a personalized message when they reach your website.
It’s like rolling out the red carpet for your best leads and your sales rep standing by the door to greet them.
Conversation is the missing element in your ABM campaigns.
Don’t put a padlock on your front door
Your website is probably covered in forms. Gated content, contact us, free trials and so on are on every landing page. If you’re spending a lot of time coming up with content ideas for your VIP targets, they will probably come to your website. But on their terms, when they are ready.
When they do end up on your website, you don’t want to give them the experience of any other visitor to your site. These are your dream customers. You want them to know they’re in the right place and get the VIP treatment.
Putting a lead form between your VIPs–that you’ve been marketing to– and your sales team is like putting a neon “open” sign…
COMMENTS