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Conversational ABM: 5 Steps to Get Started

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What if ONE webinar could get you prepped and ready for THREE of the biggest game-changers in B2B marketing? In this webinar, ServiceNow, Drift and Demandbase will cover:

- Account-Based Marketing
- Conversational Marketing, and
- Their combined superpower – Conversational ABM

There is no cookie-cutter answer for launching an ABM strategy, but during this presentation, which will feature B2B marketers currently embarked on their own journey, we will offer a perspective designed to highlight the value you could achieve within your organization.

Published in: Marketing
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Conversational ABM: 5 Steps to Get Started

  1. 1. CONVERSATIONAL ABM: 5 STEPS TO GET STARTED May 30, 2019 - 1:00 PM ET
  2. 2. Poll: Your Current State of ABM @DRIFT
  3. 3. 3 Game-Changers in B2B Marketing @DRIFT
  4. 4. 1.Account-Based Marketing @DRIFT
  5. 5. Account-Based Marketing ● Account-Based versus casting a wide net ● Create engaging and personalized campaigns across all channels ■ Ads ■ Content ■ Website@DRIFT
  6. 6. 2. Conversational Marketing @DRIFT
  7. 7. Conversational Marketing @DRIFT Fastest way to move buyers through your marketing and sales funnels through the power of real-time conversations.
  8. 8. 3. Conversational ABM @DRIFT
  9. 9. Conversational ABM Account-Based Marketing PLUS Conversational Marketing Move your target accounts and customers from highly-targeted ads and content, to a personalized conversation with sales in a single click—shortening your sales cycle, increasing ROI, and creating a better experience for buyers. #NEXTLEVEL@DRIFT
  10. 10. SERVICENOW @DRIFT Featuring
  11. 11. Quick Background: ●We’ve explored ABM as a marketing strategy and are utilizing it to go after our target accounts (we have a dedicated ABM team, and are fully invested in Demandbase as one of our primary ABM tools/platforms) ●We started to explore conversational marketing as a lead gen/sales tool, and quickly learned we had to become more efficient at filtering out invalid leads, or only targeting the companies/prospects that were part of our target audience. This is how Conversational ABM came about for ServiceNow…
  12. 12. Challenge, Solution, Outcome Challenges: ● We’re pushing up market, targeting larger sized companies ● People don’t like filling out traditional website forms ● Had to generate leads and meet pipeline goals Solution: ● Used combination of Demandbase account targeting with Drift playbooks and filters to present chat to relevant companies Outcomes: ● Compliments/augments other DG tactics, content and engines ● Reduces website friction and resistance to traditional form process ● Accelerates customer conversion, lead creation, and pipeline
  13. 13. .Conversational ABM. (Expansion of use case/details…) ●As we push more up market, we wanted to target companies of a certain size ●By combining the power of Account Based Marketing with conversational marketing, we were able to enhance, improve, and accelerate lead generation for those larger companies
  14. 14. .Our Tactics:. ○ Company filtering (only showing chat to companies of a certain size, based on # of employees) / DEFLECTION STRATEGY ○ Welcome messages (providing customized welcome message to target accounts when they land on our site) / TAYLORED ○ Account sales territory mapping (account reps are notified when one of their accounts are on site) / MOTIVATES REPS
  15. 15. Paid Media Consistency/Personalization Media Creative Personalized Landing Page
  16. 16. Customer Example “… one of the best bot setups I’ve seen…”
  17. 17. Conversational ABM #@DRIFT Whitewhale is on your website right now!
  18. 18. 5 STEPS TO GET STARTED @DRIFT
  19. 19. 1.Identify Target Accounts @DRIFT
  20. 20. #NEXTLEVEL@DRIFT
  21. 21. 2. Divide Target Account List Into Segments @DRIFT
  22. 22. #NEXTLEVEL@DRIFT
  23. 23. 3. Create Personalized Ads For Each Segment @DRIFT
  24. 24. #NEXTLEVEL@DRIFT
  25. 25. 4. Mirror Homepage to Messaging in Campaigns @DRIFT
  26. 26. #NEXTLEVEL@DRIFT
  27. 27. 5a. Proactively Start Conversations @DRIFT
  28. 28. .VP OF MARKETING @ TURNER TECHNOLOGIES.
  29. 29. .VP OF MARKETING @ TURNER TECHNOLOGIES.
  30. 30. .VP OF MARKETING @ TURNER TECHNOLOGIES.
  31. 31. .VP OF MARKETING @ TURNER TECHNOLOGIES.
  32. 32. .VP OF MARKETING @ TURNER TECHNOLOGIES.
  33. 33. 5b. Real-Time Alert to Reps to Live Chat @DRIFT
  34. 34. #NEXTLEVEL@DRIFT
  35. 35. Putting It All Together @DRIFT
  36. 36. Get Your Copy at DRIFT.COM/BOOKS/CONVERSATIONAL- ABM #NEXTLEVEL@DRIFT
  37. 37. QUESTIONS? @DRIFT
  38. 38. THANK YOU! @DRIFT

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