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Revenue Engine Blog

Alex Roy
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Feb 4, 2022

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5 min read
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WHY YOUR B2B MARKETING STRATEGY NEEDS CONVERSATIONAL ABM.



A decade ago, most B2B marketing teams were intent on generating as many leads
as possible. Names and email addresses were purchased by data providers or
scrapped from the internet and put into an email automation platform that
nurtured them until they reached a qualification score. The only problem is that
most of these contacts were not their ideal customers or in the market to buy.
This lack of coordination between sales and marketing is now costing businesses
an estimated $1 trillion dollar a year in the US alone.

To help solve this problem, teams shifted to an account-based marketing (ABM)
approach that helps identify target accounts that fit their ideal customer
profile (ICP) and the buyers within them. The result is better personalization
and higher quality opportunities for sales.

However, the majority of teams are still in early stages of their ABM programs
and need to scale. In fact, less than 25% of teams are using a mature ABM tech
stack, which includes capabilities like lead-to-account matching, business
intelligence, conversational AI, and more. The majority of marketing teams still
rely largely on core tools and systems like email, web, CRM, and social media.

However, as a result of the pandemic, 72% of the marketing budget is now going
to purely digital channels, including owned digital, paid digital, and earned
digital (Gartner). This shift has increased the competition — and choosing the
right tech stack and strategy to scale your ABM plans is becoming more important
than ever.

What is Account-Based Marketing (ABM)?

Just to recap, ABM, also called Key Account Marketing, is a strategic marketing
approach where sales and marketing teams work together to engage with a specific
set of target accounts.

Instead of filling your funnel with leads, ABM focuses on identifying companies
that would be the perfect fit for your product or service. These target accounts
are peppered with personalized web, email, and social ads and content, with the
objective of handing buyers over to the sales team when they start to engage.
ABM helps bring the sales and marketing team together as their goal is the same
— providing the best experience possible to their shared target accounts.

This alignment is helping generate sustainable business results across
relationships, revenue, and reputation according to the ABM benchmark study from
ITSMA and the ABM Leadership Alliance. In 2020, three quarters of programs cite
higher ROI, with about one fourth citing significantly higher return.

Why is Conversational ABM essential to your marketing strategy?

Live chats and chatbots have led to a tremendous shift in the way businesses
communicate with people. Customers these days want real-time answers to their
queries. Using static lead capture forms and landing pages do not entice
prospects anymore. With the help of conversational marketing, you can replace
these static pages with free-flowing conversations with your targeted accounts.

Once target accounts are identified, teams shouldn’t wait for someone to fill
out a form to engage sales. Conversational ABM helps orchestrate targeted
messaging to get in front of these accounts right when they are showing intent.
For example, when a target account arrives on your website, you need to provide
them with a delightful experience by answering their questions in detail the
moment they have interest. Not make them fill out a form and wait for a reply.
In today’s digital-first era, you’re too late if you are waiting for a form
fill.

With conversational ABM, you will know when the accounts are engaging with your
marketing activities. For example, sales can opt-in to receive notifications
when buyers from the accounts they own read emails, visit the website, or
download a piece of content. Using this information, each message can provide
the right contextual message at the right time.

Why is conversational ABM essential to your ABM strategy?

Conversational ABM accelerates growth by ensuring businesses can drive buying
conversations at scale across the channels that buyers prefer. With this
approach, B2B marketing teams will:

 1. Strengthen sales and marketing team alignment:

Conversational ABM provides a seamless handover from the marketing to the sales
team. By launching a sales assistant, both marketing and sales can deliver
top-class experiences to their targeted accounts. When both the teams are
aligned, businesses experience 36% higher customer retention rates.

2. Expedite the buyer’s consideration and evaluation stages:

During the research phase, most buyers aren’t ready to give away their
information. No one wants their inbox filled with spam anymore. Since
Conversational ABM follows a consultative and conversational approach, it’s
easier to build trust with the buyer. They will be more open to sharing their
details and information because of this approach.

3. Capture and qualify leads faster:

After you set up targeted campaigns for your ABM accounts, you cannot ask your
important contacts to fill out forms again. Instead of lead forms,
Conversational ABM engages in conversations to capture and qualify visitors
faster.

4. Provide delightful experiences:

Conversational ABM allows for tailored and real-time engagement with the buying
group in your identified ABM accounts. It ensures customer’s issues are
understood, needs are met, and queries are solved in the most efficient manner
possible.

5. Increase the deal size:

When you engage in conversations with your target accounts, you might end up
finding more solutions that can be offered. Thanks to the conversational tone
with which the engagement takes place, the targeted accounts are open to
discussing their business’ pain points. It will eventually end up increasing the
size of the deal.

Adding Conversations to your ABM Strategy.

No matter where you are in your ABM journey, adopting a Conversational ABM
strategy is the smartest tactic to employ. Conversational marketing is a
critical strategy for sales and marketing teams to convert their most important
accounts. Adding ABM to your conversational strategy will be the game changer to
your marketing plan this year.

Do you want to engage your important ABM accounts with the right conversations?
Get in touch with us to understand how Salesbox’s solution can support your
conversational ABM strategy.

Account Based Marketing
Conversational Ai







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