Account-based marketing, often known as ABM, is about becoming account-centric and taking a more targeted approach to marketing and sales. Over the past several years, the ABM buzz has caught on, so much so that 92% of companies are planning to start an ABM program, according to Constellation Research, Inc.
With a new marketing strategy like ABM comes a lot of questions, technology, and most importantly, opportunity. Today we’re going to dive into a core component of your ABM strategy: Conversational Marketing. We’ll break down how you can use Live Chat and Chatbots to engage and convert your most important accounts.
Are website forms the best experience for target accounts?
Once you successfully identify target accounts and attract them to your website through personalized marketing campaigns, what’s next? Historically, B2B companies have sent VIPs to landing pages with forms.
The problem? Forms have a low conversion rate and send interested buyers away, giving them time to explore your competition. In 2019, B2B companies spent $5.12 billion driving website traffic, yet only 1-2% of traffic converted into leads. If someone does fill out a form, it can take companies a while to get in touch. In fact, the average lead response time for B2B companies is 42 hours.
If you spend time and money crafting effective ABM campaigns, it’s time to rethink how you leverage your website to engage and convert these key accounts.
Conversational Marketing: Roll out the red carpet for target accounts
Conversational Marketing helps companies have real-time sales conversations with qualified website visitors via live chat and chatbots. The real magic happens when you use Conversational Marketing to engage with your target accounts, at the exact moment they land on your site.
For example, let’s say you’re a sales rep and Apple Inc. is one of your target accounts. You have dozens of contacts across the organization and your Q1 goal is to close this deal. You’re collaborating with your marketing team to attract Apple with advertisements, emails, and field events.
Ding ding ding! Your campaigns worked. A decision-maker from Apple Inc. is live on your website, right now.
With Conversational Marketing, the Apple Inc. account team can have a live sales conversation, right on the website. They are immediately alerted that a target account is on the site, and given everything they need to have a high-fidelity sales conversation:
- 360-degree account view: If you integrate your Conversational Marketing program with Salesforce, you can instantly see their marketing engagement behavior, account data, and opportunity data. Having CRM data at your fingertips shapes hyper-personalized sales conversations.
- Live meeting tools: Sales reps can jump into a conversation, right on the site, with live chat and voice-calls.
- Chatbots: Never miss a chance to engage with target accounts. If reps are on the road or offline, companies can greet target accounts with chatbots to surface content or offer meetings.
It’s no secret, deals progress when you have conversations. Conversational Marketing gives sales reps a direct path to their most important buyers and opens the door for more conversations, making it a core pillar of any ABM strategy.
Qualified is Conversational Marketing for Salesforce
Account-based marketing is a surefire way to build relationships with key accounts. Using ABM, you can create personalized campaigns, drive more sales, and ultimately run a more efficient and profitable marketing and sales organization.
If you fold Conversational Marketing into your ABM strategy, you’ll be able to provide a stellar sales experience to those target accounts by being in the right place at the right time.
If your a B2B company that wants to improve your marketing, or simply wants a better way to engage with qualified leads, it’s time to try Conversational Marketing. Learn more about Qualified, the #1 Conversational Marketing platform for Salesforce Pardot.