Objectives

To be seen as the ‘Vendor of Choice’ for your target accounts

To deliver tailor-made videos of your senior leadership to your target accounts, in a scalable way
To position your company as a mission-critical strategic partner rather than an interchangeable vendor by leveraging tailored video content of your senior leadership and SMEs

Step 1:
Production

Identify an account cluster or industry vertical you’d like to pilot Account Based Video with.
Align with Sales, Product Marketing and other revenue team leaders to craft the message for this account group. What common challenges do these accounts face? What questions do sales leaders hear over and over again from similar accounts?
Create an itemized list of all the topics that need to be addressed.
Identify who within the company can best speak to these issues? Think: Senior Leadership, solutions engineers and subject matter experts. If you had to meet the client in a board room, who besides the AE would you bring to the table?
Schedule 30 mins via Zoom to run through the material in a conversational way. Follow best practices before and during the call to ensure they look and sound professional on camera.

Account based marketing video content of a subject matter expert or senior leadership recording bitesized video content for ABM

Image: Insta 360 Link USB Web Camera Source: Insta 360 © Copyright: 2023

Step 2:
Building Blocks

From the source material, we’re going to build a content library of stand-alone video clips that can later be assembled together - much like Lego blocks. Video clips that can fit together interchangeably

Step 3:
Rapid Assembly

“Quick! Your company is a finalist for an incredible opportunity, but Sales needs something that speaks to A,B and C!”

It’s a good thing you were proactive and already captured the leading experts on your team speaking to A,B and C! Now all we have to do is plug them together to present to the account.

Using an intake form, anyone from your team can submit an order based on account intelligence.

Step 4:
Distribution + Measurement

Seamless / modular
Deal pages
We recommend Vidyard, especially if Salesforce integration is critical for your team.
Vidyard tracking tokens

In addition to quantitive feedback, be sure to gather qualitative feedback in closed/won analysis. How

Lessons We Learned
the Hard Way

Unless your senior leadership and SMEs are professional actors, they’re likely to feel nervous for at least the first 15 mins. Plan on re-recording the introductory statements, otherwise the only take you’ll have available is one where your talent feels nervous and unsure.
The initial filing and setup of the clips is high-touch and needs to be hand-crafted carefully. But after that, the custom assembly of the clips is a repeatable process and is low-skill enough to delegate to an intern.
While your speaker may be able to cut their recording sessions down to 30mins and ultimately even 15mins for quick messages, the very first session may take 45-60mins to get them up to speed. This is includes technical setup, sound and lighting.

Plan on 45 mins minimum for the first shoot, and if you finish sooner - great!