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Why Custom Webinars and Videos?

The Cornerstone of Account-Based Marketing in B2B

In the realm of B2B marketing, where personalization drives success, account-based marketing (ABM) has emerged as a powerful strategy for targeting high-value accounts with custom messaging, content, and experiences. Business communities powered by custom content like webinars and videos are driving B2B marketing as they dramatically increase engagement levels in a noisy digital world.  

Through deep segmentation strategies, companies can deliver a highly personalized and engaging way to connect with key decision-makers within target accounts. Webinars and videos aren’t anything new, but when you layer information about the persona, industry and pain point on to this powerful content, it performs better than most assets. Such is the power of visual engagement, companies like 6Sense, a leader in ABM technology has moved towards a video-first engagement strategy. 

1. Hyper-Personalized Engagement:

Customized content, especially when it comes to Webinar and videos, enable B2B marketers to deliver hyper-personalized assets tailored to the unique needs and challenges of individual accounts. According to a study by Demand Gen Report, 84% of B2B marketers believe that ABM provides significant benefits for retaining and expanding existing client relationships. By leveraging highly personalized webinars and videos, marketers can create bespoke experiences that resonate with key stakeholders, driving deeper engagement and building stronger relationships.

2. Targeted Outreach and Account Penetration:

Research by the Alterra Group found that 97% of marketers achieved higher ROI with ABM compared to other marketing strategies. Custom webinars and videos play a crucial role in ABM by facilitating targeted outreach and account penetration. By crafting personalized content addressing specific pain points and interests of target accounts, marketers can capture the attention of decision-makers and influencers, ultimately increasing the likelihood of conversion and revenue growth.

3. Enhanced Account Understanding and Alignment:

Custom webinars and videos serve as valuable tools for gaining insights into the unique needs and preferences of target accounts. According to a survey by Forrester, 92% of B2B organizations recognize the value of ABM in driving marketing and sales alignment. By analyzing engagement metrics and feedback from custom webinar attendees, marketers can gain a deeper understanding of account priorities and tailor future outreach efforts, accordingly, leading to more effective collaboration between marketing and sales teams.

4. Amplified Brand Awareness and Thought Leadership:

A report by Momentum ITSMA revealed that 87% of marketers agree that ABM delivers a higher ROI than other marketing activities. Customized webinars and videos heavily featured in Business Communities provide an opportunity for B2B brands to showcase their expertise and thought leadership within specific industries or market segments. Prospects don’t want to engage with sales during their research phase. They don’t want product pushers either. By delivering valuable insights and actionable advice through custom content, brands can position themselves as trusted advisors and industry leaders, driving brand awareness and differentiation in the minds of key decision-makers.

5. Measurable Impact and ROI:

Data-driven decision-making is essential for optimizing ABM initiatives and demonstrating tangible results. According to a study by Ascend2, 60% of marketers believe that ABM is very important for measuring marketing ROI. Custom webinars and videos offer robust analytics capabilities, allowing marketers to track engagement metrics, conversion rates, and pipeline impact at the account level. By analyzing these metrics, marketers can refine their ABM strategies, allocate resources effectively, and drive greater ROI.

Bottom line – Featuring custom webinars and videos in a Business Community environment that brings your best prospects and customers together, delivers the special sauce for successful account-based marketing strategies. By delivering hyper-personalized content, facilitating targeted outreach, enhancing account understanding, amplifying brand awareness, and demonstrating measurable ROI, these customized mediums empower marketers to forge deeper connections with key accounts, drive revenue growth, and ultimately achieve their business objectives. As B2B marketers continue to prioritize personalization and relevance in their strategies, custom webinars 




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E-mail: Louise@Louisecrawfordconsulting.com

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