ServiceNow was using account-based marketing to target larger accounts but wanted a more efficient way to generate leads. They combined ABM with conversational marketing using Drift to only show chat to targeted accounts. This reduced website friction and accelerated lead generation and pipeline by personalizing the experience. Key tactics included company filtering, customized welcome messages, and notifying account reps when targeted accounts visited the site. This conversational ABM approach complemented their other demand generation efforts.

1. CONVERSATIONAL
ABM: 5 STEPS TO
GET STARTED
May 30, 2019 - 1:00 PM
ET

2. Poll:
Your Current State of ABM
@DRIFT

3. 3 Game-Changers in B2B
Marketing
@DRIFT

4. 1.Account-Based
Marketing
@DRIFT

5. Account-Based
Marketing
● Account-Based versus casting a
wide net
● Create engaging and personalized
campaigns across all channels
■ Ads
■ Content
■ Website@DRIFT

6. 2. Conversational
Marketing
@DRIFT

7. Conversational
Marketing
@DRIFT
Fastest way to move buyers through
your marketing and sales funnels
through the power of real-time
conversations.

8. 3. Conversational ABM
@DRIFT

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. SERVICENOW
@DRIFT
Featuring

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. 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. .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. .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. Paid Media Consistency/Personalization
Media Creative Personalized Landing Page

16. Customer Example
“… one of the best bot setups I’ve seen…”

17. Conversational ABM
#@DRIFT
Whitewhale is on your website right now!

18. 5 STEPS TO GET STARTED
@DRIFT

19. 1.Identify Target
Accounts
@DRIFT

20. #NEXTLEVEL@DRIFT

21. 2. Divide Target Account
List Into Segments
@DRIFT

22. #NEXTLEVEL@DRIFT

23. 3. Create Personalized
Ads For Each Segment
@DRIFT

24. #NEXTLEVEL@DRIFT

25. 4. Mirror Homepage to
Messaging in Campaigns
@DRIFT

26. #NEXTLEVEL@DRIFT

27. 5a. Proactively Start
Conversations
@DRIFT

28. .VP OF MARKETING
@ TURNER
TECHNOLOGIES.

29. .VP OF MARKETING
@ TURNER
TECHNOLOGIES.

30. .VP OF MARKETING
@ TURNER
TECHNOLOGIES.

31. .VP OF MARKETING
@ TURNER
TECHNOLOGIES.

32. .VP OF MARKETING
@ TURNER
TECHNOLOGIES.

33. 5b. Real-Time Alert to
Reps to Live Chat
@DRIFT

34. #NEXTLEVEL@DRIFT

35. Putting It All Together
@DRIFT

36. Get Your Copy at
DRIFT.COM/BOOKS/CONVERSATIONAL-
ABM
#NEXTLEVEL@DRIFT

37. QUESTIONS?
@DRIFT

38. THANK YOU!
@DRIFT