The cornerstone of ABM success is developing genuine connections with target accounts. This can be difficult to achieve when your leads are still in the sales funnel.

This is why ABM advertisers must focus on capturing and maintaining the attention of key decision makers. There are many ways to do this, but dynamic video ads can engage accounts and deliver personalized messages that resonate with your audience.

This article explores how dynamic video ads are revolutionizing ABM messaging and driving unprecedented engagement.

Key Highlights

• Hyper-personalization at scale: Dynamic video ads enable marketers to create thousands of personalized video variations tailored to specific accounts, industries, or decision-makers without the traditional production costs.


• Enhanced engagement metrics: Companies implementing dynamic video in their ABM campaigns report 3- 5x higher engagement rates than static content, with average view times increasing by over 70%.


• AI-driven customization: Advanced AI algorithms now power real-time video personalization, analyzing viewer behavior and adapting content elements to maximize relevance and impact.


• Multi-channel integration: Today’s dynamic video platforms seamlessly integrate across LinkedIn, email, websites, and other channels, creating cohesive personalized experiences throughout the buyer’s journey.


• Measurable ROI impact: Dynamic video ABM campaigns demonstrate 35% higher conversion rates and 27% shorter sales cycles than traditional ABM approaches.

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About ABM Messaging

Account-based marketing is a sophisticated, hyper-personalized strategy. Technology advancements and shifting buyer expectations, particularly in B2B, have impacted how businesses target leads. 

Instead of using basic messaging to attract a large pool of leads, B2B marketers use ABM to engage decision-makers. But these accounts demand relevant, personalized experiences to stay engaged. This means that ABM marketers must target these accounts’ unique needs and attributes, and they do this with customized messaging.

Traditional ABM messaging often relied on static content customized for industry verticals or company sizes. While effective compared to generic marketing, this approach still lacked the personal touch to connect with individual decision-makers within target accounts.

Enter dynamic video ads—the game-changing technology that allows marketers to create highly personalized video content at scale, addressing specific pain points, using the viewer’s name and company information, and even referencing their recent interactions with your brand.

How Dynamic Video Ads Work in ABM

Dynamic video ads leverage advanced technology to create real-time personalized video experiences for each viewer. Unlike traditional videos that remain static regardless of who’s watching, dynamic videos adapt based on data inputs to viewer characteristics. This ensures the ad stays relevant, no matter who’s watching it.

The Technology Behind Dynamic Video

The foundation of dynamic video technology is a template-based system with variable elements that can be customized based on viewer data. These elements include:

1. Text overlays: Company names, individual names, industry-specific terminology.


2. Visual elements: Company logos, product images, color schemes.


3. Scene selection: Different video segments are shown based on viewer interests or behavior.


4. Audio components: Personalized voiceovers or music selection.


5. Interactive elements: Clickable CTAs tailored to the viewer’s stage in the buying journey.

These variable elements are connected to data sources such as CRM systems, marketing automation platforms, and intent data providers. When a viewer engages with the video, the system pulls relevant data to customize the experience in real-time.

Implementation Process

Implementing dynamic video in ABM campaigns typically follows these steps:

1. Strategy development: Identifying target accounts, key personas, and personalization points.


2. Template creation: Designing video templates with customizable elements.


3. Data integration: Connecting video platforms with CRM and other data sources.


4. Deployment: Distributing videos across channels (LinkedIn, email, website).


5. Analysis: Measuring engagement and optimizing based on performance.

The Impact of Dynamic Video on ABM Results

Integrating dynamic video into ABM strategies has delivered impressive results across various metrics. Here’s a look at how dynamic video can improve your ABM campaign.

Engagement Metrics

Companies implementing dynamic video in their ABM campaigns consistently report significant improvements in engagement:

• View rates: 3- 5x higher than static content.


• Average view time: up to 80% completion rate.


• Click-through rates: 5- 10x higher than non-personalized videos.


• Social shares: 40% increase compared to generic content.


• Reply rates: Personalized video messages can increase replies by 30%.

Conversion Impact

Beyond engagement, dynamic video drives meaningful business outcomes.

• Conversion rates: 3x higher than traditional ABM approaches.


• Purchase rate: 2x more purchases from dynamic video. 


• Sales cycle length: 27% shorter on average.