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How to Improve Account-Based Selling with Clever Video Editing

While it’s simple and effective to send a quick prospecting video, sometimes you’ve got to shoot for the stars. Some clever video editing can help you stand out and make a great impression when adding video to your account-based selling.

During his time at BabelQuest, Account Executive Chris van Praag used simple editing techniques, creativity, and humor to create a truly engaging outreach video for his account-based selling efforts. By editing images into his prospecting video, he was able to drive home his core message and grab attention. The result? One outreach message his prospect couldn’t ignore.

Why This Type of Video Works for Account-Based Selling

Account-based selling (ABS) is a sales strategy that combines marketing data and sales intelligence as a way to identify, engage, and convert target companies (often called “accounts”). It’s a multi-touchpoint sales strategy where marketing and sales teams work together to define and identify key accounts. From there, the marketing team uses a strategy called account-based marketing, or ABM, to generate demand and qualify opportunities for the sales team.

The point of ABM is to treat multiple stakeholders at a prospective company as one account, sending personalized targeted videos to the organization.

BabelQuest’s Account-Based Sales Technique in Action

First off, hats off to Chris van Praag. Chris is one of the newest members of Vidyard’s EMEA team and is putting his amazing video communication skills to work for new Vidyard customers across Europe. Make sure to check out his LinkedIn to see all the video magic he comes up with.

Chris’ video is a perfect example of what can happen when ABM and ABS work together in perfect harmony.

As Chris mentions, the team at BabelQuest had been “watching” their prospect floLive, engaging with stakeholders across the business and nurturing them with relevant content and follow-ups. This strategy gave the BabelQuest team a holistic understanding of the target account’s pain points by measuring engagement with specific content pieces the marketing team was using.

Rather than focusing on one person in the business, this account-based selling strategy unlocked insights into the ways that BabelQuest’s services could provide value across the floLive organization—from the marketing manager using a HubSpot CRM, to the president benefiting from automation and lead nurturing tools.

In the video, Chris does a great job of showing and not just telling. Rather than rely on a simple (yet effective) selfie video pitch, Chris brings in visual elements in the form of images that help to drive home his message.

By including images of the prospect’s website and relevant news articles featuring floLive’s recent business growth, Chris creates a personalized experience for the viewer. This not only adds some visual flair but shows that Chris (and the BabelQuest team) has obviously done his research.

The script (we can think of this as the “what” Chris says in his video), in combination with the visual elements (the images used to punctuate keywords), helps to reinforce the idea that BabelQuest has a strong understanding of floLive’s business, what the company is up to, how it’s planning to grow, and what BabelQuest can do to help achieve those goals.

Both visually and content-wise, this video helps to communicate the idea that BabelQuest has the skills and know-how to put this sort of marketing expertise to use for floLive as well. It’s easy to say you understand ABM and ABS strategies, but another thing to show it.

Chris lifts the curtain, walking the recipient through the process from initial lead capture to this prospecting video being sent. It’s a fantastic example of the power of video to show, rather than just tell, a story. It’s a small and subtle way that gets a prospect thinking, “Wow, if they can do all that for their own business, imagine what they can do for mine.”

How to Make This Account-Based Selling Video Your Own

If you want to use a similar approach for your account-based selling strategy, you’ll need a few key ingredients to pull it off. While Chris uses some advanced video editing to bring this video to life, the fundamentals are simple to put into practice.

We break down what you’ll need to create this video for yourself below.

What You’ll Need to Make This Type of Video

#1: Video Editing Software

If you want to replicate Chris’ style and add some creative visual elements into your video, you’ll need some video editing software. A free tool like iMovie or Quicktime should be enough to help you pull this off.

#2: Video Recording Equipment

As you can see in the video, you don’t need to break the bank to record an impactful video. Your laptop or cellphone both have cameras and microphones that are more than enough to record an amazing video. If you’re looking for a more professional look, there are lots of video equipment options to choose from.

#3: A Great Script

Not every video you record and send needs to be scripted. Oftentimes, a simple pitch is more than enough to book a meeting or get a call. However, to pull off a video like this, you’ll need to do a little extra planning. Not only will a well-written sales video script help you communicate your value proposition, but will make the editing process much simpler.

You’ll be able to plan out the visual elements of your video much easier with a script, relying on the written content to help you define the creative elements like images, sound effects, or whatever else you choose to make your video stand out!

#4: Time

Finding the right images, adding other creative visual elements, and all those other editing chores will take a little extra time to create this type of video. Depending on your skill level with video editing, this could take you anywhere from 30 minutes to 60 minutes to complete.

How to Record an Account-Based Selling Video Like This One

While a video like this one requires some advanced video editing skills, there’s no need to shy away from a brilliant idea like this one. A similar yet simplified video could be created using Vidyard’s Screen + Cam recording feature.

  1. In a web browser, open your prospect’s website, LinkedIn profile, or any relevant visual elements you want to include in your video. For example, if you’re reaching out to an account where a lead was first captured from a specific whitepaper, you can include the page where that whitepaper was hosted as a reference. Whatever elements you choose to include, you’ll use these web pages as the background for your video when you go to record.
  2. Open the Vidyard browser extension or desktop app and select “Screen + Cam” recording. This feature allows you to record yourself with your webcam as an overlay on top of your screen. Watch the Screen + Cam feature in action and see how you can use it in your own videos.
  3. As you give your pitch, switch between the tabs you’ve opened so that your message is supported by the relevant visual cues.
  4. Finish recording and share with your prospect.

Time to Get Started

Now you’re ready to try this creative account-based sales video for yourself. You can go all-out like Chris and edit your own video, or use Vidyard for a quick and easy video that still packs a punch.

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