Conversational Account-Based Marketing is a marketing strategy where you allow target prospects to have instant, live conversations on their terms with knowledgeable salespeople right on your website. It collapses what’s otherwise a long and convoluted buying journey full of forms, emails, back-and-forths, and calendar invites, into a chat window. With conversational ABM, prospects can get immediate answers.
Why would prospects want to chat? Because today’s buying journeys have become immensely difficult. Buying committees are typically comprised of 6-10 people in today's world. Per Gartner, 77% of B2B buyers ranked their latest purchase experience as "complex or difficult." Buyers have to navigate each vendor’s unique process, and if each vendor’s value propositions feel similar, as many do, those buyers struggle to understand the differences. Many simply want quick and honest answers as questions arise.
Conversational marketing allows you to provide those answers. Rather than expect the buyer to dig up your sales rep’s email signature or find and complete a contact form, they can simply visit your website and instantly speak with the right person. That salesperson can answer their chat, initiate a voice call right from the website, and be their guide.
It’s a simple way to become a friendlier, more reliable source of answers than your competition, which is especially important if you’re driving heavy paid traffic to your site. Every visitor can now chat directly with sales and potentially skip ahead in the funnel.
Conversational ABM won’t convert every prospect every time. But across multiple touchpoints with an account and across your ABM program, it can have a serious impact on your web conversion rates and website-influenced pipeline and revenue.
ADMIN 101 Masterclass (Full)
In this masterclass, see how to tackle 3 common scenarios as you're getting started.
Adding and Removing Users from Routing
In this guide, learn how to keep Qualified users up to date with your changing team by adding and removing users from Routing.
Building a Barometer Questionnaire
In this guide, learn how to design creative experiences that drive conversations.
Building the Resource Concierge
Learn how to build an experience that recommends helpful content on your site and accelerates the buyer's journey down the funnel.
Using the Boomerang
Learn how to use the Boomerang to catch buyers from closed/lost opportunities and revive sales conversations in real time.
Preparing the 1-2 Punch for Sales and Marketing
Learn how to configure the 1-2 Punch for Sales or the 1-2 Punch for Marketing as part of the Qualified Conversations playbook.
Building Smart Buttons
Learn how to build a smart button experience, changing your CTA from static to bespoke!
Building the Form Companion
Learn how to build the Form Companion experience to give qualified buyers a chance to skip the line and help them connect with a sales rep in real time.
Building the ABM Red Carpet
Learn how to build the ABM Red Carpet and notify your account teams when your target account arrives on the site.
Building the Open Opportunity Fastlane
Learn how to build the Open Opportunity Fastlane and keep your deal momentum going!
Building the Pricing Page Expert
Learn how to build the Pricing Page Expert experience, instantly notifying your team when a visitor is on the pricing page.
Building the Homepage Tour Guide
Learn how to build the Homepage Tour Guide, an experience that serves as the entry point for your unknown website visitors.
A Full Guide to All of The Shortcuts You'll Want
In this guide, learn which shortcuts you should add for your team to use for quicker responses and more focused pipeline generation.
Play: Access Shortcut Groups by Using a Naming Convention
In this play, learn how to group together clusters of shortcuts so that reps can easily access different topics by typing a few letters.
Experience Building Best Practices
In this guide, learn all about experiences, branching, and some best practices from the Qualified Success team!
Conversational Content Best Practices
In this guide, learn how to recommend content to your website visitors as they navigate the site, using Qualified Conversations.
Segment Building Best Practices
In this guide, learn about best practice segments and live streams to create as part of implementing Qualified Conversations.
Support Deflection Strategies
In this guide, learn three options for deflecting visitors that you don't want your sales team to speak with.