How to Personalize B2B Videos with Buyer DataMost B2B video personalization stops at a name. But viewers tend to be able to tell the difference. It's really clear when you have a video built around their specific customer situation, versus one that was simply relabeled. Real personalization is more of an upstream process. Modern companies have an excess of customer data, and companies can delve into that data to understand who their buyers are and what kind of personalization a video would benefit from.Know Your AudienceBefore you can personalize anything, you need to know who you're personalizing for, and that information comes from your data. Rather than trying to build a unique video for every single prospect, which simply doesn't scale, it's more cost-effective to build tight, well-defined content segments using three layers of data. Layer one is the firmographic layer, which includes details such as the following: - Industry - Company size - Revenue - Region This information helps you to define a potential buyer's situation. You must understand the scale of the problem that your prospects face, because a small regional agency rarely has the same priorities as a thousand-strong enterprise. They also tend to have very different budgets. Layer two is the technographic layer, which indicates which platforms a company is already using. Knowing that a prospect uses a particular CRM or cloud platform lets you speak directly on how your product fits into the existing technology stack that the prospect relies on every day. When you have this technographic data, you can anticipate objections or questions the client might have and pre-emptively address them in custom content videos. The third layer is intent data, which encompasses the actions a buyer is taking, or that they intend to take. When you have access to information such as the content they're reading, the pages they're visiting, and the job postings they're publishing, you can analyze that data to figure out topics that would be particularly interesting at a certain moment in time. You should combine these three layers, producing video segments that are defined enough to confidently write a good video script. A good starting point is between 6 and 12 segments, as having too many will make your video template system too difficult to manage over time. AI can help to build these segments for you, and GTM AI systems can integrate with your customer data to come up with personalization strategies. Map Each Segment to a Script and TemplateYou need to build a flexible script structure. Once your segment is defined, the next step is building a script that can flexibly match with other segments. A strong business-to-business video script typically opens with a hook that directly addresses a specific problem that a prospect is facing, followed by a sharp proof point story, such as a customer journey summary. From there, you can start referencing specific technology steps, which can be adapted based on what your sales intelligence tells you. From there, the video can explain how your solution works in a way that connects to the existing stack that the prospect depends on. You should lock in branded elements, such as the following: Logo: Keep placement and sizing consistent across each version Colors: Stick to your brand color palette so the video never Fonts: Keep fonts consistent throughout Overall pacing: Keep the rhythm of cuts, transitions, and voiceover timing the same across segments These should be baked into the video. That way you can flexibly adjust the message for each segment without having to rebuild critical elements each time. Why This Approach ScalesWhen done correctly, a small number of carefully chosen segments can cover a large and varied prospect list without sacrificing the sense of personal attention. Instead of relying on surface-level details like a name, title, or company, each segment reflects a real understanding of what prospects need. This approach feels genuinely relevant to the person watching, while keeping production costs far below the cost of legitimate one-to-one personalization and avoiding the obvious signs of standardized content. Interested in learning more about similar topics? See the rest of our article archives for more. | Use our online video maker to create a marketing video Choose a video template and edit it with our online editor Catégories de Vidéos Articles Derniers |