If you’re serious about account based marketing (ABM), you know “personalization” usually means swapping out a name or company in a mass email and hoping for the best. That’s not good enough anymore—especially if you want to reach decision-makers who get dozens of generic pitches a week. Personalized video messaging sounds like overkill, but with tools like Tavus, it’s actually doable. The trick is to use it smartly, not just blast out thousands of “Hi {FirstName}!” videos and call it a day.
This guide is for B2B marketers, SDRs, and anyone running ABM campaigns who wants to cut through the noise—with a skeptical eye on what’s actually worth your time and what’s just shiny tech. Ready? Let’s get into it.
Why Even Bother With Personalized Video in ABM?
Before you dive into the how-to, let’s be honest: most “personalized” outreach is lazy. Everyone sees through a templated email, and even video can feel phony if you’re not careful. But when you get it right, a well-executed personalized video makes people stop and pay attention. You’re showing effort, not just pressing send on another mail merge.
Here’s what video can do: - Breaks the monotony: It’s different from another cold email, period. - Puts a face to your name: People trust humans, not logos. - Feels custom (if done right): If you nail the details, it feels like you made the video just for them.
But don’t kid yourself: “Personalized” doesn’t mean “creepy.” Overdoing it (“Hey, saw you were at that Mexican restaurant last night!”) just comes off as weird.
Step 1: Decide If Tavus Video Personalization Is Right for Your ABM Campaign
Tavus uses AI to generate personalized videos at scale. You record a base video, feed it a spreadsheet of details (names, companies, etc.), and it customizes each video for your list.
Who should use Tavus? - You’re targeting dozens, maybe hundreds—not millions—of accounts. - Your prospects are hard to reach and ignore standard outreach. - You want to stand out, but not spend all day recording videos.
Who shouldn’t? - If your message is super generic, skip the video. It’ll feel like a gimmick. - If your list is tiny (think: <10 accounts), record videos one by one. You don’t need fancy tools. - If your prospects value privacy, tread carefully. Don’t get too personal.
Step 2: Build a List That’s Actually Worth Personalizing For
Personalized video works best when your list is tight—think high-value target accounts, not a spray-and-pray list. Here’s how to set up a list that won’t waste your time:
- Nail your ICP: Don’t just scrape LinkedIn for anyone with a CMO title. Pick accounts where you have an actual reason to reach out.
- Do real research: Find something relevant about each account—recent funding, product launch, open roles, etc.
- Decide on variables: What will you personalize? First name, company name, industry, recent news? The more you go beyond {FirstName}, the better.
- Keep it manageable: Start with 50-100 accounts. Quality beats quantity here.
Pro tip: If you’re just swapping out names, you’re not going to get much lift. Add something that shows you know their business.
Step 3: Plan Your Script—Don’t Be a Robot
This is where a lot of people screw up. If your base script is stiff or generic, no amount of AI magic will save it. Write like you talk. Here’s what to keep in mind:
- Keep it short: 30-60 seconds is all you need. Anything longer won’t get watched.
- Structure:
- Greet them by name.
- Mention something that proves this isn’t a mass blast (their company, a recent event, etc.).
- Get to your point—what’s in it for them?
- End with a clear call to action.
- Leave space for personalized bits: For example: “Hi {FirstName}, I saw {Company} just launched {Product} last quarter…”
What NOT to do: - Don’t cram in every variable. If you sound like a robot reading a spreadsheet, people will notice. - Don’t make the personalization awkward. (“Congrats on your 7th work anniversary at Acme Corp!” just feels forced.) - Don’t overpromise—if you can’t actually help, don’t pretend you can.
Step 4: Record Your Base Video (and Get the Details Right)
You only need to record one base video, but it needs to be good. Here’s how to avoid looking like you’re reading off a teleprompter:
- Be yourself: Smile. Pause. Don’t be afraid to be a little informal.
- Leave natural pauses: Where the AI will insert personalized bits, pause slightly so the transitions don’t feel jarring.
- Check your background: Keep it simple. No clutter, no weird lighting.
- Use a decent mic and camera: You don’t need a studio, but don’t use a 10-year-old laptop webcam either.
- Rehearse: Do a few takes. Seriously, it’ll save you headaches later.
Pitfall alert: Don’t try to jam every possible personalization into the video. Stick to 2-3 personalized elements max. The more variables you add, the more likely the output gets weird.
Step 5: Prepare and Upload Your Data (Without Screwing Up)
Tavus works off a spreadsheet (CSV/XLSX) with columns for each personalized element. This step is make-or-break:
- Double-check your columns: First name, company, recent news, etc. Label them clearly.
- Proofread: Bad data = embarrassing videos. No one wants to be called “{{first_name}}.”
- Keep it clean: Avoid weird characters or stray spaces.
- Test with a small batch: Before going all-in, upload a batch of 5-10 and watch the outputs. Fix any weirdness now.
Pro tip: If you’re using info scraped from LinkedIn or another source, sanity-check for accuracy or you’ll end up with “Hi John, congrats on your new role at CompanyName.”
Step 6: Generate and Review Your Personalized Videos
This is where Tavus does its thing. Once you upload your data and base video, Tavus generates individual videos for each contact.
- Be patient: Processing takes time, especially if you have lots of variables.
- Review samples: Watch several outputs—especially edge cases (unusual names, long company names, etc.).
- Check for glitches: Sometimes, the AI voice or face sync isn’t perfect. If it looks or sounds off, redo your base video or tweak your variables.
- Don’t skip quality control: A weird video is worse than no video.
What to ignore: Don’t get caught up in tweaking every tiny detail. Most people are impressed you bothered at all, as long as it doesn’t look like deepfake horror.
Step 7: Send, Track, and Adapt
You’ve got your personalized videos. Now what?
- Send via channels your prospects actually use: Email works, but LinkedIn DMs or even SMS can be better for some audiences.
- Use a thumbnail that looks real: A blurry or AI-looking thumbnail screams “automated.” Pick a frame where you’re smiling and look approachable.
- Track opens and engagement: Tavus gives basic analytics. If no one’s watching, tweak your subject lines or delivery channels.
- Follow up: If someone watches your video but doesn’t reply, send a quick follow-up referencing the video. Don’t be pushy.
- Iterate: Pay attention to feedback. If people say it’s weird, back off the personalization. If they love it, double down.
Honest Take: What Works, What Doesn’t, and What to Ignore
Works well: - Personalizing around something recent and relevant to the account. - Keeping videos short and direct. - Using video as a pattern interrupt—not your only touchpoint.
Doesn’t work: - Overly scripted or robotic videos. - Videos with bad audio or lighting. - Personalization that’s obviously automated or just plain wrong.
Ignore the hype about: - “Hyper-personalization” for its own sake. Most people just want to know you did your homework. - Sending videos to everyone. Focus on accounts that matter. - Fancy backgrounds or expensive gear. Your phone camera is probably fine.
Wrapping Up: Keep It Simple
Personalized video with Tavus is a solid way to stand out in ABM, but it’s not magic. Don’t overcomplicate it. Start small, focus on accounts that actually matter, and make sure your personalization feels natural—not forced. If it feels awkward, it probably is.
Iterate, pay attention to what gets replies, and don’t be afraid to scrap your approach if it’s not working. The best outreach is the stuff you’d actually want to get yourself. That’s true whether you’re using video, email, or carrier pigeon.