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Convert Target Account Visitors into Pipeline with Conversational ABM

Conversational sales and marketing coupled with a robust ABM strategy is now the bleeding edge of effective B2B marketing to accelerate everything from lead conversion to closing revenue.

Problem

Traditional ABM spends marketing dollars to drive target accounts to your website with the ultimate goal of capturing leads via form fills.

But buyers are reluctant to complete forms...

Only
2
%
of anonymous visitors fill out forms. The other 98% bounce without you ever knowing who they are.

Resulting in wasted spend and a complex buying journey.

Resulting in wasted spend and a complex buying journey.

87
%
of marketers say ABM outperforms other marketing activities. - Rollworks

Solution

With conversational ABM, target buyers can chat and meet with the right salesperson instantly, driving pipeline and revenue faster. No form necessary.

+
91
%
increase in deal size as a result of ABM investments. - SiriusDecision
80
%
of consumers are more likely to make a purchase from a brand that provides personalized experiences. - Epsilon

How to Use
Conversational ABM

Conversational ABM is a way to maximize ROI from your current ABM strategy. To use it, you’ll need the core elements of an ABM strategy, an engaged sales team, and conversational sales and marketing.

Accurate Targeting

An up-to-date target account list (TAL) in Salesforce.

Active Outreach

Outbound demand, content, and advertising programs to attract buyers to the website.

Conversational Sales and Marketing Software

If you’re not prepared to staff the platform with live sales reps, you can still use chatbots to capture website traffic in real time and drive more conversions.

Routing

A way to match visitors to the right account owner (based on rules and definitions in Salesforce) and alert that salesperson instantly, so they can take over the chat.

Measurement

The ability to measure impact on pipeline and revenue.

Achievements from customers using a conversational ABM strategy:

10
x
more online sales
conversations
+
70
%
more marketing
qualified leads
+
64
%
more meetings
booked

Getting Started

To get started with conversational ABM, use a phased approach. This will allow you to test the value of custom chatbots, qualification scripts and target account routing for live chat. Once value is proven, you’ll be ready to launch a full-fledged conversational ABM program.

Phased Approach

Chatbots
+
Qualification
+
Meeting Booker
1
Live Chat
+
Intelligent Routing
2
Full
Conversational
ABM
3

The Result

Once your conversational ABM program is up and running, it is time to measure the results! Build reports in Salesforce and watch your leads, pipeline, and revenue skyrocket.

Ready to get started? Read the Conversational ABM Playbook to get the top 6 strategies for driving pipeline from target accounts.