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.
Leverage Personalized Video at Scale for ABM Programs
1. Video Hot Seat
Fire Up Your ABM Programs With
Personalized Video Content at Scale
2. @uberflip | #fastfwd18
The Speakers
Marketing Program
Manager, Vidyard
Brandi Smith
Account Based
Marketing, Uberflip
Lindsay Snider
VP of Demand
Generation, Uberflip
Heidi Vandermeer
6. @uberflip | #fastfwd18
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
13. @uberflip | #fastfwd18
How do you balance your
video content with your other
content formats? Where do
you find that it works the
best in your campaigns?
17. @uberflip | #fastfwd18
ABM isn’t just for winning
new business. Tell us how
you have leveraged video
and content as a part of
your customer strategy?
21. @uberflip | #fastfwd18
Personalization is key with
any marketing initiative
today, but especially when
it comes to ABM. How are
you personalizing your
content at scale?
23. @uberflip | #fastfwd18
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
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