The Future of ABM

Future ABM

of

The

ABM

Today, 70% of all B2B companies are doing some form of account-based marketing (ABM).

30%

70%

source: SiriusDecisions

85% of marketers say ABM delivers higher returns than any other approach they use.

15%

85%

source: ITSMA

But here’s the problem…

As account-based marketers, we’re investing all this time, energy, and money into crafting these incredible experiences….

But then when someone from one of our target accounts lands on our website, we treat them like any other website visitor.

What a typical website visitor sees:

What an ABM prospect sees:

Wait a second…These are our ABM prospects, the best of the best, and this is the experience they’re getting?

When ABM prospects land on your website, you should be rolling out the red carpet — you should be engaging with them one-to-one.

Instead, we’ve been forcing them to fill out forms and making them wait for follow-up phone calls and emails.

In some cases, these are CEOs and other top executives dropping by with specific questions about your product…

Why haven’t we been answering their questions in real-time?

The Scale Problem

There’s a natural tension between ABM and scale. After all, ABM is intended to achieve a “persona of one,” that is, every interaction should be — or at least convincingly resemble — a one-to-one exchange.

Joe ChernovCMO, InsightSquared

“

For years, it’s been impossible to provide the type of one-to-one touch ABM requires to all of the prospects visiting your site.

And even when you’re focused on just a few target accounts, catching the people from those accounts at the right times can prove challenging, if not impossible.

The good news?

Technology is catching up.

Artificial intelligence (AI) is poised to revolutionize the way we do ABM.

40%of sales activities can

now be automated with AI

(source: McKinsey)


40% 30%of sales activities can


(source: McKinsey)

of all sales teams will be using AI by 2020

(source: Gartner)


40% 30% 3.4xof sales activities can


(source: McKinsey)

of all sales teams will be using AI by 2020

(source: Gartner)

^ that’s how much more likely high-performing sales teams are to be

using AI (source: Salesforce)


But technology alone isn’t the answer. You also need the right methodology.

Today, that means conversational marketing.

https://blog.drift.com/conversational-marketing/

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1. CAPTURE 2. QUALIFY 3. CONNECT

• Replace lead capture forms with messaging • Bots capture leads even when you’re offline • Targeting let’s you filter out the noise

The Conversational Marketing Methodology

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• Replace traditional marketing automation with conversational A.I.

• Bots ask leads qualifying questions and can book demos for reps 24/7, 365.


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• Intelligent routing connects leads to the right reps based on sales territory

• Bots replace manual meeting scheduling


When you apply the principles of conversational marketing to ABM, you end up with a strategy that matches the on-demand, always-on world that we’ve all seen emerging.

By taking a conversational approach to ABM, you can finally roll out the red carpet for your best leads.

Here’s how you do it…

STEP 1Set up personalized welcome messages for target accounts.


STEP 2Connect outbound email to real-time messaging.


STEP 2 STEP 3Connect outbound email to real-time messaging.

Get alerts whenever prospects visit your site or open email.

Want to learn more about the future of ABM?

Click here to read our in-depth post.

http://blog.drift.com/future-of-abm/

See why thousands of businesses are using Drift to generate CQLs and close deals faster.

https://www.drift.com/#demo

https://www.drift.com/#demo

https://www.drift.com/

The Future of ABM

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