Videos for account-based marketing
Increasing engagement with target accounts
There’s certainly nothing new about the idea of “key accounts” — important customers getting special treatment. But marketing automation has energized account-based marketing with new ways to increase engagement with new kinds of content.
Consider the influential “flipped funnel” ABM model devised by Sangram Vajre, CMO of Terminus. It’s clear that increasing engagement calls for a library of responsive content, including video. You can use videos to enhance landing pages, videos that target specific buyer categories, videos that quickly answer buyer concerns.
And if you produce shareable videos, and videos that encourage conversation, they’ll contribute to a customer experience that turns buyers into advocates — and keeps your account-based marketing program on the high road.
“Flipped funnel” account-based marketing model by Sangram Vajre. The stages are:
- Identify. Who are your best-fit customers? Who would benefit most from your product or service?
- Expand. Find out exactly who are the right people to engage
- Engage. Get the right content out on the right channel. Not just video — case studies, graphics, landing pages, email, social media
- Advocate. If you do the engagement right, you’ve got relationships you can build on.
Keeping customers up to date
A leader in enterprise storage networks, Brocade enables customers to upgrade network technology without rip-and-replace.
Brocade’s informative videos explain how new features and technology upgrades overcome specific issues customers are struggling with.
Introducing new business models
For most businesses today, engaging with customers through multiple online channels is critical. Axway is growing business with their base of B2B integration customers with a new platform that supports “Customer Experience Networks.” Here are three examples from a series of videos describing platform features and their relevance to specific industries.