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Conversational ABM: How to Alert and Route Target Accounts on Your Website

You can tie your shoes in 10 seconds, but can you capture and convert a visitor on your website? That’s how long you have to grab their interest once they land there. And when your target account stops by, it’s a fleeting, yet golden selling opportunity that shouldn’t be missed. 

That’s where Conversational ABM comes in. Conversational ABM allows you to instantly connect your sales team with target accounts by transforming what might have been a brief website visit into a valuable sales conversation.

In this Conversational ABM series, you’ve learned:

  1. Why Conversational ABM is so important (book 65% more meetings with target accounts!)
  2. How to identify the right target accounts (with Salesforce as your source of truth)
  3. How to drive traffic from target accounts to your website (personalization converts!)

Now it’s time to uncover how you can jump on the opportunity to engage these top accounts when they arrive on your website. Make good use of all those ABM campaign dollars! 

Conversational ABM Playbook

Our Conversational ABM Playbook emphasizes two steps that must happen in the magic moment when a target prospect stops by for a visit: 

  1. Know instantly when a target account is on your website
  2. Route the visitor to the correct sales rep to start a conversation

But if you’d like a TL;DR overview of those two steps, read further!

Step 1. Prepare for two different visitor scenarios

Website visitors from your targeted accounts will fall into one of two categories: 

Scenario A: A contact arrives from a target account that you can identify

This scenario means the contact has interacted with you before. They’ve filled out a form on your site, signed up for an email campaign, or maybe already conversed with a chatbot. At some point, they’ve given you their information. This is a bit easier to handle than Scenario B.  

With a Conversational ABM platform, thanks to cookie tracking and Salesforce, you’ll have instant access to their role at the target company. Qualified can also ingest information from other platforms (such as Salesforce, Pardot, and Marketo) to generate a complete profile of your visitor for your sales team. You can pull in whichever data fields are the most useful, including company name, industry, employee count, or even your custom ABM fields (such as Tier or Intent Score). This information will be presented instantly, along with the person’s name and role, as soon as they land on your site!

What you see when a known person from an account lands on your website

Scenario B: An unknown contact from a target account arrives on your site

What if someone comes from a target account that you haven't interacted with before? Not to worry! This is where “target account matching” comes into play. 

If you integrate Conversational ABM with data enrichment services like Demandbase, 6sense, or Clearbit, you can access visitor information by IP address. This is called “fuzzy matching”. The best Conversational ABM platforms should be able to automatically pull in the visitor’s website domain, then do a quick lookup against your target account list in Salesforce to see if there’s a match. This means you can recognize a visitor from a target account, even if you haven’t interacted with the specific visitor before.

What you see when an unknown person from a known account lands on your website


Step 2. Route alerts to the appropriate sales representatives

Next up, you'll want to set up alerts that notify the appropriate team members when target accounts arrive on your site. Before you do that, you have to answer a vital question: who should be alerted? Visitor routing ensures alerts are sent in real time to the most appropriate salespeople.

Routing rules will depend on your company’s sales structure. In a typical sales organization, there is an Account Executive (AE) who “owns” an account, and they will have a Sales Development Rep (SDR) or Business Development Rep (BDR) who helps them “work” the account. Integrating Salesforce with your Conversational ABM platform means you can identify the appropriate AE or SDR/BDR to be alerted.


Route the account to the appropriate rep

With Qualified, you can set your own routing rules, including:

You can then alert the appropriate account owner or team via Slack, Microsoft Teams or email when a targeted visitor is on the site. Qualified also offers in-app and voice notifications within the platform.

Alert your reps instantly via Slack

Once alerted, your sales reps can jump into a live conversation with the visitor through the Qualified console. To personalize the conversation, sales reps can harness valuable Salesforce data—like firmographic information or open opportunity details—directly from within the chat module. 

This is increasingly what B2B buyers come to expect from their customer journeys; they want real-time personalization and service on demand, just like they are getting from their consumer experiences.

Let’s recap... 

With only ten seconds to engage a visitor on your website, a Conversational ABM platform unlocks an unprecedented ability to identify visitors from target accounts and alert you the moment they’re on your site so you can engage—before it’s too late.

Then, by using smart integrations with your other sales and marketing tools, your Conversational ABM should level up, by alerting the right sales rep the instant a target account arrives on your site, and arming them with the information they need to engage them in a personal way.

This is a really exciting time to be doing ABM. To learn more about how to engage your target accounts and drive revenue with Conversational Marketing, spend some time perusing our Conversational ABM Playbook! We’re excited to see what you do with your ABM strategy. 

Posted on
January 12, 2021
by
Corinne Pearce

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