Conversational ABM: Bolstering Revenue through Engagement

Apurva Pathak | June 21, 2022 | 786 views | Read Time : 02 min

Conversational ABM
Personalized engagements are the foundation of account-based marketing. Without customized and relevant content, B2B marketers cannot steer target accounts towards conversion, nor can they create a lasting relationship with them. That said, tailoring messaging for every contact on a target account’s buying committee can be overwhelming because each contact is at a different stage in the buyer journey.

Marketing teams struggle to achieve optimal success at ABM because they cannot scale their content personalization efforts to create engagement to ease the work of the sales teams.


You can easily overcome these challenges with conversational ABM. Let us take a look at how:

Creates Meaningful Engagement

Buyers have evolved from engaging with marketing emails, ads, whitepapers, and webinars. They expect personalized two-way conversations that focus on their requirements and pain points. So it is no surprise that 90% of customers want to use messaging to communicate with businesses (Source: Twilio Customer Survey).

How does conversational ABM create meaningful engagement?
Did you know that when you contact a lead within the first hour, you are seven times more likely to qualify the prospect? (Source: Harvard Business Review)

Conversational ABM engages customers with real-time conversations using chat bots, voice bots, or interactive web pages. B2B companies engage in conversational ABM through social media, websites and paid advertising. These AI-powered conversations replace static lead capture forms with one-on-one conversations with target accounts. Target accounts can get in touch with your business and receive instantaneous responses. As they move through the funnel, they can have a seamless, personalized, consistent experience, thus increasing the likeliness of conversion and ensuring a holistic customer experience.

Accelerates ABM Revenue

Conversational ABM drives engagement towards revenue-generating actions. It fuels your pipeline with leads who want to take the next step. Apart from doing this, conversational ABM also brings your sales and marketing teams together and enhances the personalization quotient of your content. It routes your leads effectively through instantaneous responses and increases annual contract value (ACV) because your sales reps understand exactly what your customers want. Additionally, it automates messaging based on specific account attributes. These features help you put your ABM strategy into action and get the sales you want.

TLDR: Game-changing Attributes of Conversational ABM

  • Helps you know the moment a target buyer arrives on your website
  • Alerts your sales team for immediate conversation
  • Supports live chat, voice calls and screen sharing option
  • Scales your personalization strategy for content
  • It is available around the clock
  • Increases ABM revenue through meaningful engagement

Ideal Conversational ABM Solution Features

  • Matches contacts to best personalized conversation
  • Validates contact’s interest and qualifies them
  • Initiates a prompt, two-way dialog; takes regular follow-up
  • Uses insights to improve account segmentation and personalize content accordingly

Summing It Up

While implementing ABM, building thousands of messages and managing hundreds of workflows can be tiring. Conversational ABM can save you time and let you tailor key parts of your conversation with a specific account to make your ABM strategy work better.

Spotlight

Saatchi & Saatchi

Saatchi & Saatchi has grown from a start-up advertising agency in London in 1970 to a global creative communications company headquartered in New York with 114 offices in 67 countries and over 6000 employees. Saatchi & Saatchi is part of the Publicis Groupe, the world’s third largest communications group.

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By using firmographic and account data to pivot their ad campaigns, B2B marketers can optimize their results and achieve greater success. StackAdapt’s in-platform offering uniquely operates within a closed-loop identity ecosystem to improve match rates. The goal is to target and engage specific high-value individuals, which requires a deep understanding of the audience. With full control over B2B data, StackAdapt ABM Targeting and Measurement attributes ad engagement back to the exact same authenticated audiences, ensuring that measurement is deterministic and highly accurate. This level of personalization and targeting is critical for creating meaningful engagement and driving desired outcomes such as highly qualified leads, revenue, and brand recognition. “StackAdapt ABM Targeting and Measurement has empowered Centerline Digital to better grow upper and mid-funnel campaign adoption and investment by clients,” said Joey Vara, Associate Paid Media Director at Centerline Digital. “In addition to targeting with confidence, StackAdapt provides an excellent diversity of inventory and tactics to execute throughout the buyer journey. With a renewed capability to effectively target and reach prospects at scale, programmatic has become the top driver of reach, traffic, and engagement for our client base.” StackAdapt’s ABM Targeting and Measurement is built off proprietary, in-house B2B ID graph technology that targets and measures the same authenticated audience, enabling users in a multitude of ways: Frictionless campaign creation and reporting: StackAdapt B2B customers will now be able to use this self-serve solution directly in the platform, allowing for frictionless campaign creation and reporting. Authenticated audiences are also ready for activation quicker than ever before. Audience intelligence: Understand how business professionals and decision-makers are engaging with campaigns and creatives to better iterate on campaign performance. Segment the audiences into more applicable groups that can be targeted using increasingly focused and effective means. Track progress across the buyer's journey: Learn what actions users are taking at which stage of the programmatic funnel to gain intelligence into your unique sales cycle, and prioritize what to do next. Impact on accounts and engagement: Discern interested and engaged accounts for prioritization within the sales team. Quantify your marketing dollars: Be empowered to show stakeholders how programmatic can help nurture and drive the ideal audience through a long and complex sales funnel and provide a return on ad spend. Diverse, multi-channel inventory: Users can reach their ideal audiences no matter where they spend their time through native, display, video, CTV, audio, and in-game, influencing their customer journey and decision-making process down the funnel. Low-risk activation: While other companies may require a long-term contract without providing a testing opportunity, StackAdapt allows companies to launch campaigns quickly and without contractual minimums, giving teams the confidence to test and learn. “We are thrilled to provide StackAdapt users this latest offering because they can now launch a highly scalable and measurable ABM strategy through programmatic technology,” explains Michael Shang, Vice President of Partnerships and Business Solutions at StackAdapt. “B2B marketers can create highly targeted, personalized campaigns to win over best-fit accounts and nurture audiences through the B2B buying journey across all devices and different programmatic channels.” For six consecutive years, StackAdapt has been recognized as a high performer and the highest-ranked DSP in customer satisfaction on G2. For more information, visit www.stackadapt.com. About StackAdapt StackAdapt is a self-serve programmatic advertising platform used by hundreds of brands and agencies around the world. StackAdapt’s data-driven platform combines state-of-the-art machine learning with a clean and intuitive user interface to provide media buyers with an easy way to plan, execute and drive the best performance across all devices, inventory and publishing partners. StackAdapt has been recognized as one of the fastest-growing technology companies in North America, is rated the number 1 demand-side platform (DSP) on G2, and is the highest performing and easiest to use platform. For further information, visit www.stackadapt.com.

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PR Newswire | June 02, 2023

Lead2Pipeline, a B2B demand generation service used by global technology companies, announced its proprietary database of buyers has grown to more than 57 million worldwide. The company successfully recruited thought leadership industry veteran, Jarrett Simisky, to keep up with rising demand for lower funnel programs. To align itself with its growing technology customers, the company moved its headquarters from New York to Austin, Texas. Over the past twelve months, Lead2Pipeline's GDPR-first database has grown to more than 57 million global buyers, increasing 75% across Asia Pacific and 150% across EMEA. The company is one of only twenty global lead gen providers certified by LeadScale for verified leads which exceed GDPR standards for digital compliance. This allows Lead2Pipeline to deliver fully GDPR compliant lower funnel demand gen programs via email and phone across the DACH region (Austria, Germany, Switzerland) in English, French and German. Outside EMEA, the company has seen growth in Spanish-language programs across Latin America. Additionally, clients based in Singapore and Australia have been growing faster than their US counterparts, indicating a promising recovery for technology companies in Asia Pacific. "Our customers rely on our database to reach technology buyers in each region," explained Chip Klang, Co-Founder and CEO at Lead2Pipeline. "Despite the global recession, they continue to build pipeline for their sales teams by focusing on data and exclusively targeting buyers demonstrating intent for their solutions." As technology marketers face increased pressure to produce lower funnel (buyer-ready) leads for their sales teams, demand for research and survey-based content has grown significantly. To help design and scale these lower funnel content syndication programs, Lead2Pipeline successfully recruited one of the industry's most experienced thought leadership sales experts, Jarrett Simisky. Based in Boston, MA, Simisky has driven growth and forged partnerships at prolific brands, including QuinStreet (acquired by TechnologyAdvice), TCI, and TechTarget. "I'm excited to join Lead2Pipeline at a time when tech marketers are seeking guidance for their full funnel demand generation programs," says Simisky. "Lead2Pipeline's cutting edge intent signals allow our clients to target their high-quality content campaigns with precision." As SaaS companies grew rapidly during the pandemic, many built teams outside the Bay Area, Boston, and New York. Austin, Texas has been a major beneficiary of this nationwide migration of flex tech workers. In addition to engineering and customer success teams, Austin hosts a thriving tech marketing community. Earlier this year, Lead2Pipeline moved its headquarters from New York City, where the company was founded, to Austin, while maintaining a remote global workforce. The company expects to build strong relationships across the Austin tech marketing community, with key team members permanently based in Texas. "Technology giants and well-funded startups are laying down roots in Austin. We see a bright future for the growth of this city, and we want to build alongside our clients." added Klang. About Lead2Pipeline Lead2Pipeline helps drive growth for the world's most innovative technology companies, including VMware, Splunk, and BambooHR. Using artificial intelligence and privacy-protected intent data with full CAN-SPAM, CCPA, and GDPR compliance, the company delivers top, middle, and bottom of funnel demand generation campaigns across its proprietary database of 57M technology and business buyers worldwide. For more information, please visit www.lead2pipeline.com.

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