Where does conversational marketing fit in your overall demand generation strategy and execution?
Traditionally, marketing’s approach was directed towards engaging with individual persons while disregarding the accounts those people were part of.
This approach downplayed the complexity of the interactions occurring at the account’s buying committee level. Person-Based Marketing can work well, but only if the buying process is short and smooth.
That means that there are no hurdles in the way of decision-making, and that there is a low risk of getting stuck in decision paralysis where many stakeholders are involved.
We can now notice that this seamless buying experience cannot be reached when asking web visitors to fill out forms and wait hours (if not days) to receive the information they asked for in a follow-up call or email. We already know that Conversational Marketing can help with this, but what about ABM?
More often than not, the buyer journey is long and complex. Getting in touch with one member of an account’s buying committee is a good first step, but it doesn’t mean the deal is closed. This is where ABM comes in.
*Interesting Read: The Fundamentals of ABM
Account-Based Marketing requires both marketing and sales teams to collaborate and align in finding the best way of addressing an account. Once that's done, it's then possible to approach the individuals within the account. It’s a good first and easy step to identify an account to target, but it is more complex (yet valuable) to understand which stage of the buyer’s journey the committee members are at.
Even if intent data can help in at this stage, it is crucial to find the right way of approaching a buying committee in a digital-first world. Using Conversational Marketing (as presented in the previous chapter) in ABM initiatives can be of tremendous value, since the main goal is to be relevant to the buying committee of those accounts.
The good news is that account members of a large account can be identified by their incoming IP address or even via the tracking mechanism of your marketing automation platform. This means that it is possible to use chat solutions and conversational marketing to provide the most relevant and personalized approach in an ABM context.
Great! Combining ABM, chat solutions and conversational marketing sounds like a winning combo, right? In case you cannot quite imagine what that would mean concretely yet, here are a couple use cases for you:
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