How to Scale Human Connection With Video
Mini Mighty ABM
This article is part of the Mini Mighty ABM series where we ask top experts in ABM to share one actionable idea that you can use at work today. These tips are mini, but mighty. For more, visit ABM Revealed.
As a buyer, evaluating a new technology for your company is a lot of work and stress. Having a person to help you who’s been through it matters. Buyers need that human-to-human connection. They need a concierge.
Yet all too often, companies subject their prospects to automated, impersonal messages because they’re more focused on “scaling” efforts than pleasing buyers. Buyers don’t get a feel for the company, and can’t develop an affinity for it. Yet more and more companies getting into ABM are realizing that scale and a personal connection don’t have to be at odds.
With video, you can create a sense of human connection at any scale, and it can be a lot easier than you think.
Make every email feel one-to-one
Account-based marketing should really be called people-based marketing. It’s a reaction against sending mass emails to great swaths of humanity hoping for a fixed number of conversions, because buyers have made it clear they are sick of it. Prospects want to feel understood, and it’s marketing’s job to create that alignment and provide content and messaging that supports their journey. Sales’ job is to take it to the next level.
Where marketing teams can personalize their outreach down to accounts, use cases, and verticals, sales teams can use one-to-one outreach to be the concierge prospects need. And with video in email, they can make that process feel more human.
Video is the next best thing to a face-to-face meeting. It allows the marketing team to introduce themselves as well as subject matter experts within the company to speak to each account. Sales can take those videos and add personalized introductions, or record their own videos from scratch.
The result is that in a sea of unpersonalized email from competitors, your outreach comes from people. Prospects grow accustomed to your team’s voices and faces. You come across as a lot more human and you earn more trust.
It sounds like a lot of work, but it doesn’t have to be. Videos make personalization easier, and you can reuse the best ones in nurture:
Marketers who go through the above process often learn that they do indeed have elements to their outreach that feel impersonal, but which can be fixed with video. They also learn that simple video-based outreach from a consistent person builds a durable relationship that speeds up sales cycles.
My actionable takeaway:
Use video in your marketing to put a face to your company name, and have sales reps send one-to-one videos to prospects. Then, reuse those videos to make your automated outreach personal.
Sr Programs Manager , Vidyard
Tara is Sr Programs Manager at Vidyard, with a focus on segment marketing and a passion for unscrambling things. Understanding how customers are using video to innovate and grow their business is what inspires her to keep evolving and refining an audience-based marketing strategy.