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How to Use Video Prospecting in B2B Sales & ABM

If you’re like many of the sales leaders we support, then you might occasionally find yourself looking back at 2019 and wondering how we ever took in-person interactions for granted when it comes to selling. For most of us, sales conversations feel easier and more fluid when we’re physically in the same room as our prospects. And while we’ve long since emerged from the true isolation that was peak Covid, it is undeniable that we are now living in the next normal. 

As marketers and sales professionals, we’ve seen firsthand how B2B companies have had to evolve their sales strategies to become digital first. Heck, we’ve had to do the same thing ourselves. It’s no wonder that methodologies such as account-based marketing have exploded since 2020 because they allow you to reach prospects at scale without ever getting on an airplane — or even leaving your desk. But while digital-first selling has made sales leaders like you a whole lot more efficient, there’s still been a semblance of magic lost as actual human interactions have become fewer and farther between. 

So, the question becomes: how do you keep the scale and efficiency of digital-first selling and reclaim some of the power of human interaction? Using video prospecting in your B2B sales can help bridge that gap. In this article, we’ll show you why video works, how to create effective sales videos, and where you can distribute them to make the most impact — specifically through email and LinkedIn outreach. Let’s get into it.

Why Video Prospecting Works in B2B Sales & ABM

Video uniquely conveys messages in a more engaging, personal, and memorable way than text alone. In the B2B space, where relationships and trust are paramount, video can:

Enhance Personal Connection

In short: Video humanizes interactions and conveys critical nonverbal cues that can demonstrate sincerity and confidence. Mentioning the prospect’s name makes them feel valued and increases the perceived relevance of your message.

Video allows prospects to see and hear you, creating more human interaction than text-based emails or messages. This visual and auditory connection helps build trust and rapport, as prospects feel they are engaging with a real person rather than just receiving another piece of marketing material.

Video also conveys non-verbal cues like facial expressions and body language, which are crucial components of effective communication. These elements can help convey enthusiasm, sincerity, and confidence, which are often lost in written communication.

Personalized videos where you mention the prospect’s name or reference specific details about their business show that you have taken the time to understand their unique situation. This level of personalization makes the recipient feel valued and increases the relevance of your message.

Stand Out in Inboxes

In short: People have short attention spans, and video lets you be brief while making a more memorable impression on your prospects.

A video message stands out in a sea of text-based emails. It’s more likely to grab attention and pique your prospect’s interest, increasing the chances that your message will be consumed. That triangular play button is a powerful call to action and can significantly increase click-through rates.

Video also can make a quick impact, which is becoming more important each year as our attention spans decrease. According to a University of California study, human attention spans for on-screen content are less than half of what they once were. In 2003, researchers found that attention spans averaged about two-and-a-half minutes on any screen. They’re now averaging only 47 seconds per screen — blame it all on social media! (Source: CBS News)

Finally, stickiness matters. Visual and dynamic content are easier for people to remember than text. A well-executed video leaves a lasting impression, making your brand and message more memorable. We’ve mentioned before that only about five percent of your total addressable market in B2B is ready to buy at any given time. Video’s impact makes it likelier that the other 95% will remember you when they come into the market for your solution.

Tips for Filming Videos

Creating impactful sales videos can easily be done without a professional studio. In fact, authenticity is good when it comes to personalized videos! Here are some tips to get started:

  • Short and Sweet: Remember that shortening human attention span? Aim for 45–60 seconds to convey your message.
  • Lighting and Sound Quality: Good lighting and clear audio are essential. Facing a window with good natural light in a quiet room can work wonders.
  • Structure Your Message: Start with a greeting, introduce yourself, address the prospect’s pain point, and end with a clear call to action.
  • Be Authentic: Let your personality shine through. Authenticity builds trust and rapport.

Lights, Camera…Nope? 

If the idea of being on camera is giving you the “ick,” you’re not alone. Almost every sales leader we work with doesn’t love the idea of doing these videos at first. Embrace the power of “yet” — you’re not comfortable on camera…yet. Here are a few tips that can help you speed up the process:

1. Record practice videos and remember that it’s just practice. It’s okay to mess up!

2. Start by scripting your videos until you feel comfortable enough with the subject matter and flow to go off the cuff.

3. Visualize speaking directly to a prospect. Recording these videos isn’t entirely different from making cold calls — the only difference is now, you’re in front of the camera. 

4. Ask for feedback from colleagues on how you can improve. 

Incorporating Video into Emails and LinkedIn Outreach

When incorporating video into your sales strategy, consider these approaches:

Personalized Video Emails: Send a personalized video email to prospects. Address them by name and reference specific pain points to show you’ve done your homework.

LinkedIn Video Messages: LinkedIn allows you to send video messages directly to your connections. Use this for follow-ups or to connect with new prospects.

Video Content in Sales Pitches: Include short video clips in your sales presentations or proposals to explain complex aspects of your product or service.

However you choose to use video in your sales approach, the right marketing partner can help you amplify your efforts at scale. A marketing team can leverage videos across multiple channels through content distribution and digital marketing to reach your audience even more effectively. Marketing can also measure the results of your videos to help you optimize and tailor them for different market segments so you get the most ROI.

Start Simple, Be Yourself

Incorporating video into your B2B sales prospecting strategy can significantly enhance the effectiveness of your outreach. Videos bring a personal touch that text-based communication can’t match, helping you build stronger relationships and, ultimately, close more deals. Remember, the key is to start simple, be authentic, and keep your audience’s needs at the forefront. If you’re looking for support in starting or scaling your sales video efforts to keep your pipeline healthy, book a quick consultation with a GBG expert. 
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