Video is fast becoming the leading tool used by creatives, sales reps, campaign managers, and marketers. Why? Because moving imagery is proven to be more memorable over text alone. Video can be used for anything; an introduction to your LinkedIn profile, an advertising campaign, sales enablement, online interviews, or just posting a cute video of your dog. Cisco predicts by 2022 that 82% of all content created will be video; which means it is not enough to just be creating video content, it needs to be attention-grabbing.

B2B sales and marketing teams have been using 1:1 video as a tactic to stand out – a personalised, unpolished approach to video marketing – where you address your audiece directly by speaking into a camera.

Vidyard’s Senior Manager of Commercial Marketing, Jesse Walsh, knows integrating video into your marketing plan can be challenging. 

“When I speak with people about getting started with video, they think about highly produced, professional grade videos”.  Jesse agrees this has a place, however, she also believes there’s another use-case.

“I like to think about video -especially when you’re getting started- as a great tool to increase the value and engagement you have with some of your other existing assets that are more traditional, or potentially boring”.

Video doesn’t need to be made by the professionals to be effective, watch the video to learn how Jesse uses video in her marketing strategy at Vidyard. 

LinkedIn is adapting towards the growth of video content, with new features such as stories, and video intros to your profile, there is more opportunity than ever to utilise video. Now is the time to get on board with 1:1 video. Unsure where to start? Here are the three key areas to focus on…


#1 don’t be awkward

Sitting and talking in front of a camera can feel a little alien. 

Unfortunately, if you look awkward the audience will feel awkward, which is why it is important to act natural. People want to see your personality. It makes you more relatable. This may seem easier said than done, so here’s our tips for coming across confident on camera: 

  • Keep your body language open and avoid being hunched or slumped
  • Using eye contact will give the appearance of chatting to the audience directly 
  • Small gestures for emphasis will make you appear more natural
  • Remember to smile!

A great video should be relatable, but not overstepping the line into unprofessional. Unless you are wearing a costume for a reason, your outfit should be similar to what you would wear to your nan’s birthday lunch, i.e smart but not too formal. Key things to remember:

  • Your clothes should be ironed, clean, and neat
  • You don’t need to dress formal if that isn’t part of your company brand image
  • Avoid wearing anything that casts a shadow onto your face, such as hoodies or hats
  • Avoid wearing clothing with big logos, especially if your video is going to be posted via your company

Backgrounds are great for incorporating another element to your video, but make sure it is relevant. You want the audience to pay attention to you, not the beach you’re standing on! Additionally, consider your lighting, and how visible you will be. The best-suggested backgrounds are:

  • Plain and simple – such as a white wall
  • Alternatively, a nice homely setting
  • Avoid unmade beds, messy floors, or piles of washing
  • Film in a bright room, using natural light where possible



Videos should have clear audio, people need to hear you! Lots of background noise can be distracting to both you and your audience, which is why you should:

  • Film in a quiet environment with no echo
  • Double-check your microphone before you start to film, there is nothing more frustrating than filming the perfect clip and finding your sound wasn’t on!
  • Make sure you are pronouncing your words clearly and correctly to avoid mumbling

Presenting in an uncomfortable situation can affect how we talk. This is why you should be aware of how you speak on camera. You don’t want to sound like a robot reeling off information, or speaking at 1000 miles an hour! A great tip is to pretend you’re having a chat with an old friend. This is how you can stay measured and in control of your voice:

  • Practice adding an emphasis on certain words, this will help your key points stand out, and stop you from sounding monotone
  • Keep your pace measured by slowing down your speech, you want to be easy to follow, but be careful you aren’t too slow and sounding it out 
  • If in doubt, practice by talking your message through with a friend, this will help you add depth to your speech

Scripts are a great way to check you’re covering all the key points. However, it shouldn’t spill out your facts and figures. Equally, you want to be engaging, not reading off a piece of paper. The better you know your script, the more natural you will appear. So here are some tips to help you remember:

  • Write out your script on a separate piece of paper
  • Record yourself reading and listen to it back
  • Read a paragraph, cover it, then say it out loud,
  • Act it out before you hit the record button



Other  people are competing for the attention of your audience. Therefore, any video, big or small, should follow an engaging narrative. Have fun with it!

The key is to tie your information in with a relevant message that is fun and easy to understand. You want your audience to feel you are talking to them specifically, not talking to a camera. The great thing is, there is no limit to how you can do this! But, for those looking for inspiration, here are some starting points when creating shorter, informative videos: 

  • Using a funny metaphor or analogy to explain your data
  • Focusing the video around a prop
  • Make yourself relatable by including a story that ties in with the objective of your video
  • Adding graphics such as arrows or diagrams to give another element of visualisation
  • Incorporate your background into your videos such as using a whiteboard to draw important stats and figures


So, now you have the tips you need to create a great video, it’s time to put it into action. Vidyard has a host of resources to help you create video content, and they can also guide you through video hosting, personalisation, and video analytics too. To get a better understanding of how you can use video within your ABM strategy, send us a message at hello@punchabm.com


One-to-one, one-to-few, one-to-many, programmatic, lite…it’s understandable why account-based marketing can seem daunting at first! But regardless of the ABM terminology being used, the basic principles are the same. Putting more resources into fewer target accounts who are more likely to convert, and provide a greater ROI. Which kind of ABM approach you should adopt depends on a number of factors. In this blog you’ll find out what the 3 types of ABM are, and which is right for your business.

the three types of ABM

So you’ve decided that adopting an ABM strategy is right for your business and that’s definitely a wise choice.


It’s understandable that you might have some concerns, running an ABM programme requires a shift of mind-set. It takes sizeable marketing ‘balls’ to shift resources from more typical marketing strategies to account-based marketing.


But that’s exactly what organisations are doing – the number of companies with an advanced ABM programme doubled from 2017 to 2018. And why?


Simple – because in a recent study, 97% of marketers reported a higher ROI from ABM than other marketing campaigns. Any successful ABM campaign is one that balances these three measures –


  • The likelihood of a given target account buying
  • The resources required to acquire them as a customer
  • The potential ROI to your business if they convert

The differences between the 3 types of ABM are driven by a need to align these factors, so let’s look at exactly what each approach involves and what factors should inform your ABM strategy.

One-to-one ABM

The original and probably best known of the 3 types of ABM, and the approach you’re most likely already familiar with.

One-to-one ABM is a strategic approach that treats your most valuable target accounts as their own individual markets. This means engaging with each of them in a specific and bespoke way.


A typical one-to-one campaign would involve targeting 5-10 key target accounts, the ones whose business would make your year or even change the direction of your company.

The resources required to engage with each account in a one-to-one ABM campaign are significant. With that in mind, it’s vital that you have deep insight into how likely the target account is to buy. Intent data is a great way to choose your target accounts based on whether they’re starting a buying journey.


By focusing on 10 accounts that you know are likely to buy, you can allocate more resources to engaging with each, knowing that they are more likely to convert and provide you with a great ROI.

You should consider one-to-one ABM as your strategy of choice if –


  • You can research the accounts in detail and gather detailed insights on how likely they are to buy
  • Your products and solutions are high-value and high-consideration
  • You’re selling into a mature or even saturated market
  • Your opportunity to close rate is high
  • You have clear and genuine points of differentiation from your competitors
  • Each account has a large number of key stakeholders from whom you need buy-in
  • You have the resources available to create content bespoke to each account
  • You have the available people resources to engage and nurture each target account

One-to-few ABM

One-to-few ABM, or ABM Lite as it’s also known, is a way of using the one-to-one ABM principles and applying them at scale to a greater number of target accounts.

For example, you might be dedicating 40 days per month to your top 5 accounts in a one-to-one strategy.


If you then wanted to reach out to your top 30 accounts, you most likely wouldn’t be able to scale up the same approach unless you have 240 days worth of resources available to do this. So what’s the answer?


Your best strategy would be to focus on small groups of target accounts, rather than individual accounts. These groups can then be treated as their own individual markets, in the same way as individual accounts were with one-to-one ABM.


The most common way to organise accounts into groups of 5-10 is by sub-sector. If you’re targeting the retail sector, your sub-sectors might be fashion, groceries, DIY and homeware.

You can then build specific content that will resonate with that sub-sector, identifying trends and solving their challenges.

Consider one-to-few ABM as your strategy of choice if –


  • You have a small addressable market of target accounts
  • You’re selling high-value, high consideration solutions or products
  • You have to get buy-in from 3-4 key stakeholders at each account
  • You’re able to gather insights into the challenges facing each target sector
  • You have the resources available to create sector specific content
  • You have the available people resources to engage and nurture each target account
  • Your product or solution has clear points of differentiation from its competition

One-to-many ABM

One-to-many ABM takes the ABM approach and scales it so the principles can be applied to a larger number of target accounts.


How many? That’s up to you, as there are no hard and fast rules as to where one-to-few ends and where one-to-many begins.


Similarly, you might be wondering where to draw the line between one-to-many ABM and just ‘marketing’? Well you’re not alone, there’s not a clear agreement even among leading practitioners of ABM.


It depends on the lifetime value of those accounts to your business, the greater the value, the fewer you should go for.


The average number of accounts for a one-to many campaign according to the ITSMA sits at around 100. However you may choose to go for more than this and dedicate fewer resources to each, or use an approach closer to the one-to-few model, and dedicate more resources to engaging with each account.

You should consider one-to-many ABM as a strategy if –


  • You want to increase brand awareness whilst also creating engagement at key accounts
  • Your solution is new to market, or the market need educating on its potential
  • There is one or a couple of key stakeholders at each target account
  • You have the available people resources to engage and nurture each target account
  • Your pipeline to close rate is low and could be improved
  • You don’t have access to information on which accounts are starting a buying journey
  • You need some accounts to convert more quickly in order to see ROI sooner


In these times of uncertainty, making the most out of your marketing budget is more important than ever. In Account-Based Marketing you reduce the number of accounts you target significantly and then increase the amount of resources you spend on them. This makes the actual account selection process very important because you can’t afford for an account that receives significant resource to just fall by the wayside. So with that in mind, here a five tips for best practice account selection.

Have you thought about targeting different industries?

People are getting scared and more cautious about taking meetings and calls. So, who is engaging?


Some industries are booming at the moment such as:


  • Video conferencing technology
  • Project management tools
  • E-learning
  • Ecommerce
  • Gaming

With an influx in demand, they might just be looking for your solution. But for industries heavily effected, you need to rethink your GTM strategy to be as humane as possible; if your solution is something that would be deemed essential to these businesses – keep helping. If it’s more of a luxury, consider targeting different industries where an influx of demand means they might be on the lookout for your solution.

Sales and Marketing, Name a Better Duo

We always talk about the importance of sales and marketing alignment, but it comes into play with regards to account selection as well. A common mistake is allowing one department to select all of the target accounts for a campaign.


If the sales team are solely responsible then you run the risk of them giving you all of the ‘problem’ accounts that they have yet to achieve any traction with. As Jamie Hardin, Senior Marketing Manager of ON24 explains “ABM should be viewed as augmenting the current strategy, not a ‘Hail Mary’ initiative on an inactive account.” Similarly, it would be foolish for marketing to be solely responsible without using the information that sales already have on the accounts that they’ve been engaging with.

This could be information on which accounts are reaching a contract renewal date, previous positive conversations with the clients, or even contacts that could have used your services in a previous role at another company.

By combining the information marketing has alongside insights from sales, your account selection can lay the foundation for a successful campaign.

Are you intent on this?

Utilising intent data is the best way to select accounts. This helps you understand which companies are in a buying window based on the websites they’re visiting and the content they’re consuming. However, platforms such as Bombora and Nexus aren’t at everyone’s disposal, which is why a combination of the above tactics gives the next best chance of selecting accounts that are most likely to convert.


Account selection is perhaps the biggest factor in the success of an Account-Based Marketing campaign. Good accounts, that fit your ICP and are showing intent are bound to be successful, whereas accounts that aren’t selected on insight and reasoning are likely to fail. There’s never a sure fire way to pick accounts that are destined to convert, but by following these tips you’ll have a solid foundation for your ABM programme.

Do it early!

One of the most consistent mistakes we come across with account selection is doing it too late in the ABM journey. After first defining your ideal customer profile or ICP (link to other blog) and selecting your sector, you should be looking to choose your accounts. Prioritising selection early on in the process will give you ample time to gather insight into them, allowing you to really personalise your message that will resonate with the target DMU.

Make Sure They Fit Your ICP

Using an ICP to frame your account selection ensures that your target accounts are most likely to be a good fit for your business. It also ensures that you don’t fall for those ‘dream’ accounts that you may have put on the list because you want the logo on your website, or you’ve always dreamed of working with. If they aren’t right for the programme, you shouldn’t be targeting them. It’s not about if you want them, as much as it’s about if they want you.

So, you’re thinking about adopting Account-Based Marketing…

Fantastic! But there are three different types of ABM; one-to-many, one-to-few, and one-to-one. So, which one is right for you? Luckily, we have a handy little calculator that will tell you exactly that.