Making the Most of Video in Your ABM Campaigns

Video advertising is simply as essential in B2B as it’s in B2C, with 53% of the entrepreneurs from our latest Harris Ballot survey saying that they plan to extend their video investments in 2025. This surge displays the rising recognition of video’s unmatched capacity to drive engagement and affect choices. And with 67% of world purchases of $1 million or extra now being made by Millennials and Gen Zers, it’s clear that these youthful generations are rewriting the foundations of B2B shopping for. Millennial buyers and Gen Z will not be simply digital natives—they’re visual-first customers. 

Why is video so efficient? By combining visuals, sound, and storytelling, video has the flexibility to seize consideration, interact audiences, and talk messages in a compelling and memorable approach. With viewers retaining 95% of a video message in comparison with simply 10% for textual content, the medium is a strong device for delivering compelling narratives. 

To succeed, although, the various kinds of video should match seamlessly right into a broader multi-channel account-based marketing (ABM) technique. Reaching at this time’s discerning patrons requires the proper content material, delivered on the proper time, throughout the proper platforms. This weblog will discover tips on how to combine video into your technique and maximize its potential to your B2B digital advertising efforts. 

Clear Advantages of Video Advertising and marketing in B2B  

Video has develop into a cornerstone of efficient B2B advertising, providing unmatched alternatives to attach with audiences on each emotional and sensible ranges. From constructing unconscious connections that affect decision-making to creating extremely partaking, shareable content material that drives search engine marketing and ROI, video is a strong device for standing out in aggressive markets. Moreover, its versatility for repurposing ensures entrepreneurs can amplify attain, increase model consciousness, and streamline their content material creation processes whereas delivering worth throughout a number of channels. 

Video Helps B2B Entrepreneurs Construct an Emotional Connection Sooner 

Whereas B2B purchases are sometimes considered as purely rational, analysis from Harvard Enterprise College reveals that 95% of selections are rooted within the unconscious. This perception underscores the significance of constructing emotional connections, even within the data-driven world of B2B. 

Video excels at forging these connections. By combining visuals, sound, and storytelling, it faucets into the unconscious, evoking feelings that affect decision-making and construct belief. Whether or not it’s a compelling buyer success story, a heartfelt model narrative, or an attractive product demo, video helps your viewers really feel the worth of your resolution, not simply perceive it. For B2B entrepreneurs, this emotional resonance might be the important thing to standing out and driving choices in a aggressive panorama. 

Video Helps B2B Entrepreneurs Create Compelling Content material 

Analysis from the Content material Advertising and marketing Institute exhibits that 58% of B2B entrepreneurs take into account video the simplest content material kind, adopted by case research and buyer tales (53%), eBooks and white papers (45%), analysis studies (45%), and quick articles or posts (43%). Video content material stands out for creating compelling and efficient campaigns. It’s not only a medium for storytelling—it’s a confirmed driver of engagement, search visibility, and ROI, making it a vital device. 

Probably the most important advantages of video lies in its capacity to supercharge your search engine marketing (search engine marketing) efforts. Web sites that incorporate video content material can expertise as much as 157% extra natural visitors from serps. This surge isn’t any coincidence—serps prioritize content material that retains customers engaged, and video naturally captivates audiences higher than static textual content or pictures. It’s no surprise that 86% of entrepreneurs report video as a key driver for elevated web site visitors, cementing its worth in boosting visibility and engagement. 

Video additionally shines on social platforms, the place it drives sharing charges that textual content and pictures alone merely can’t match. Social movies are shared 8-10 times extra regularly, amplifying your marketing campaign’s attain and creating extra alternatives to your message to attach along with your viewers. This inherent shareability makes video a strong device for constructing model consciousness and fostering natural progress inside goal markets. 

Lastly, video immediately impacts the decision-making course of. An awesome 90% of customers say that watching a product video helps them make a purchase order resolution. For B2B entrepreneurs, this implies video content material isn’t simply an engagement device—it’s a crucial ingredient of the customer journey, influencing prospects as they consider options and finally driving conversions. 

Video Gives Many Alternatives in Content material Repurposing 

One of many standout advantages of video advertising is its unbelievable versatility, which opens the door to numerous alternatives for repurposing content material. With 94% of entrepreneurs already repurposing their content material, it’s clear that this strategy is a confirmed technique for getting probably the most out of your video creation and advertising efforts whereas amplifying your outcomes. 

Video content material is uniquely adaptable, permitting you to reformat and reuse property for various channels and audiences with out ranging from scratch. For instance, a recorded webinar might be reworked into bite-sized social media clips, or a product demo can develop into a sequence of quick tutorial movies. This strategy not solely shortens the content material creation course of but in addition helps preserve a constant and recognizable model voice throughout platforms. 

The advantages of repurposing video content material are far-reaching. By broadening your attain, you make sure that your message connects with audiences in several codecs and on their most popular channels. This naturally will increase model consciousness whereas creating extra alternatives for engagement as viewers work together with the content material the place they’re most lively. 

Repurposing doesn’t simply apply to taking video content material and adapting it to different codecs—it really works each methods. You may take longer-form written content material, comparable to a whitepaper or case examine, and rework it into partaking movies. This strategy is especially impactful, as repurposing written content material into video makes a model 45% extra memorable to its viewers. 

Lastly, repurposing video content material is a strong solution to increase your search engine marketing efforts. By producing extra high-quality content material tailor-made to completely different platforms, you enhance your possibilities of rating greater in search engine outcomes and driving visitors again to your web site. 

Video and its Place within the B2B Advertising and marketing Funnel 

Video’s versatility makes it a useful device at each stage of the B2B purchaser’s journey, conserving your viewers engaged with emotionally resonant, psychologically interesting, and simply digestible content material. By aligning video sorts to every stage of the funnel, you’ll be able to ship constant, multi-channel storytelling that builds familiarity, belief, and long-term relationships. Right here’s tips on how to make video work to your funnel: 

Consciousness Stage: Constructing Model Schooling 

At this stage, potential prospects and patrons are discovering your model and looking for to grasp your worth proposition. Use video to create intrigue and introduce your experience: 

• Model Movies: Spotlight your organization’s mission, values, and what units you aside. 

• Thought Management: Share trade insights out of your C-suite or different specialists to place your group as a trusted authority. 

• Explainer Movies and How-Tos: Tackle viewers ache factors with fast, useful content material. 

• Market Entry Movies: For brand new audiences, deal with showcasing your model’s id and aligning with their priorities. 

Consideration Stage: Showcasing Product Worth and Experience 

Right here, patrons are evaluating choices and wish extra in-depth details about how your options tackle their wants: 

• Product Explainers: Dive deeper into your product options and advantages. 

• Demo Movies: Present clear, partaking demonstrations of how your resolution works. 

• Occasion Movies: File webinars, podcasts, and panels to spotlight your experience and credibility. 

• Touchdown Web page Movies: Use partaking, short-form video in your web site to maintain guests and knowledgeable. 

• Gross sales Enablement Movies: Equip your gross sales workforce with tailor-made movies for outbound outreach. 

Choice Stage: Reinforcing Belief with Testimonials and Case Research 

When patrons are near deciding, movies that emphasize real-world success and a superior buyer expertise assist tip the scales in your favor: 

• Case Research: Showcase measurable outcomes and pleased prospects who’ve benefited out of your options. 

• Buyer Testimonials: Leverage genuine buyer tales to construct credibility. 

• Tradition Movies: Spotlight your organization’s dedication to service high quality and buyer care. 

• Customized Ache-Level Movies: Tackle particular purchaser considerations uncovered throughout the consideration stage. 

Retention Stage: Educating and Retaining Clients 

Video performs an important position in onboarding and constructing long-term loyalty. At this stage, deal with guaranteeing prospects perceive and extract full worth out of your options: 

• Onboarding Movies: Supply step-by-step product coaching and academic sources. 

• Instructional Content material: Create short-form movies highlighting product attributes and options. 

• C-Suite Insights: Share updates and knowledgeable interviews to take care of engagement and showcase firm progress. 

By tailoring video content material to align with every stage of the funnel, you not solely meet patrons the place they’re but in addition information them seamlessly by way of the journey, driving greater engagement, loyalty, and ROI. 

Captivate Your Audiences and Construct Stronger Buyer Relationships with Video in Your Subsequent ABM Marketing campaign 

To maximise the influence of video in your ABM campaigns and your advertising targets, having the proper advertising instruments and platforms is crucial.  

Use ABM Content Syndication, ABM Display Advertising, ABM Connected TV, and ABM Social Advertising with LinkedIn Ads for an entire multi-channel strategy that targets, engages and converts your greatest accounts sooner. Bolstered by our proprietary intent information sign, ML Insights, we’ll show you how to create efficient goal account lists for campaigns that may solely assist your bottom-line and herald loyal and high-value prospects. 

Prepared to make use of video the proper approach in your campaigns? Contact us now for steerage into a real multi-channel strategy utilizing video or request a demo for a check drive. 

Missed studying our 2025 B2B Marketing Predictions eBook? (video is a sizzling one!) Obtain it and don’t overlook to register for our webinar with a visitor speaker from Forrester on their 2025 B2B Marketing Predictions. Spots are filling up!