B 2 C

B 2 B

Estera Kaszen

Managing & New Business Director 

👋 Hi. We are SCREENS,
the digital video 
marketing agency

Supercharge your business with video marketing that effectively combines effective sales with consistent brand building. 
We relentlessly use: fresh creativity, the latest trends with measured, reported marketing effectiveness and tangible business results.

From this article you will learn:

• What exactly is ABM and where it is heading

• What really works and what is worth repeating in ABM

• Tips for great video Account Based Marketing

Short introduction to ABM.

ABM is a strategic approach that targets key accounts with high purchasing potential, reducing scatter costs while increasing campaign costs. It is important to establish well understood in whole organization Customer Experience Center - idea inspired by one of the reports from www.prophet.com, where transparent exchange of product, customer, culture insights takes place between sales and marketing departments. Sales and marketing teams work together to establish deep customer relationships and customer-centric companies have an advantage in this approach. Many companies are now incorporating ABM into their marketing strategies, leveraging CRM systems to nurture prospects through long decision cycles, ultimately resulting in highly profitable campaigns.

A key pillar of effective marketing communications is moving along what's known as the benefits ladder, whether you're doing B2B, ABM or a traditional B2C campaign. This ladder is a step-by-step procedure for understanding product/service features and then choosing the functional benefit that contributes to the consumer goal. In approaching new businesses, this model, together with the 3C model, makes up the foundation for proper strategic thinking.

The essence of ABM is to build digital infrastructure for humane nudging. And here nudging leads to sales, cause sales are going more digital.

Marketing is about nudging. Marketing, ESPECIALLY ABM, is not about one abruptive act of sales. It's about 60% brand, 40% sales relation. It's about repetitive, memorable, value-delivering interactions in carefully selected touchpoints with proper usage of media and messaging. All this needs deeply rethought and carefully designed infrastucture: partners, their talents, digital tools, abm platforms, communication standards, knowledge easy to transfer and use. ABM is not a piece of cake. 

So ABM is about: focusing, profiling, estimating value, listening, working with insights, exchanging, sharing, personalizing, trusting, caring.

ABM views companies as individual markets.

ABM is a way of marketing that focuses on building meaningful, long-term relationships, specifically in the digital world. It's about enhancing the initial customer experience and conversation through personalized and customer-focused approaches, such as:

• video voicemails,

• customer stories,

• webinars made with knowledge of specific reputations and influences in given network,

• testimonials,

• and personalized demos.

ABM also involves balancing sales activities with brand building and establishing a "Customer Insights Center" to facilitate better collaboration between sales and marketing departments.

Source: Gartner Institute

In collaboration with the sales team, marketers should build a list of the most valuable customers insights and profiles,  planned and executed engagement and nurture tactics over time, and use the list to tweak their ongoing ABM strategy's outreach and engagement activities.

Prognosis for next 5 years predicts the rise of Account Based Marketing platforms.

To some extent this set of B2B activities have been practiced, as no-name process, in many companies. Now it's time to automate it and bring it to the masses, after innovations and crash tests, ABM is ready to be delivered to every company. We are truly fascinated by the direction Business 2 Business marketing takes.

Account-based marketing (ABM) is quickly becoming a buzzword in the world of B2B marketing. With the rise of ABM platforms, companies are starting to automate their marketing efforts and bring them to a wider audience. But what is ABM and where did it come from?

Like many conceptual and as follows technological changes - ABM simply is rooted in improving economy behind businesses. B2B marketing is still largely terra incognita and is afflicted by the ills typical for B2C - money burning, targeting errors, misunderstanding of elementary goals and principles of communication for business benefit.

One of the key components of a successful ABM strategy is creating great video content. Here are some tips for doing so:

• Identify your target audience: Make sure you have a clear understanding of who your target account is and what their needs and interests are. WARNING: this step is often made too fast and too superficial. It is highly recommended to interview potential most valuable customers (according to profiling), launch some surveys and carefully analize data. No rushing to insights. This will help you create content that resonates with them and addresses their specific pain points.

• Keep it relevant: Your video content should be relevant to the needs and interests of your target account. This means that it should address their specific pain points and offer solutions to their problems.

• Make it visually appealing: Use visually appealing graphics, animation, and other design elements to make your video more engaging and impactful.

• Use a strong Call-To-Action: At the end of your video, make sure to include a strong call-to-action that encourages your audience to take the next step, whether that's visiting your website, signing up for a demo, or contacting you for more information.

• Test and optimize: Once you've created your video, test it with a small group of your target audience to see how it performs. Use their feedback to make any necessary adjustments and optimize your video for maximum effectiveness.

ABM should be video and sampling/demo driven, obsessively customer-focused and highly personalized:

• Enhancing initial customer experience and conversation with creativity based on firm ground like customer profiling and perceived value mapping for a potential given deal, 

• Video ABM: video voicemails, look-a-like customer stories, testimonials, personalized demos, inner culture videos, talking heads, internal interviews, quests, creative team presentations,

• Making B2B experience B2C like with more emotional impact and engagement,

• Balancing: 40% sales activities with 60% brand building ,

• Establishing “Customer Insights Center” for better collaboration between sales and marketing deps.

By following these tips, you can create video marketing content that resonates with your target accounts and drives conversions.

ABM has the potential to significantly outperform traditional cold mailings and bring about a better return on investment for your business.

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