Conversational ABM: Bolstering Revenue through Engagement

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.

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OTHER ARTICLES
Core ABM

The 5 Things to Know About Account-Based Marketing

Article | July 27, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

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5 Steps for Succeeding in Account-Based Marketing

Article | July 1, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | June 15, 2022

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

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BCV

BCV is the premier full-service social media provider in the hospitality industry. Our social media experts have developed proprietary services, methodologies, and tools to continually create significant value for clients.

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Highspot Launches Highspot Copilot for Sales Enablement

PR Newswire | October 23, 2023

Highspot, the sales enablement platform that increases sales productivity, today announced its Fall '23 release, delivering Highspot Copilot, a generative artificial intelligence (AI) digital assistant that accelerates companies' ability to equip, train, coach, and analyze revenue teams' execution. These new capabilities come as adoption of Highspot continues to accelerate worldwide, with the platform connecting more than 15 million users in the past 12 months. Businesses worldwide are prioritizing sales productivity, driving investment in sales enablement. According to research from Gartner® "The sales enablement subsegment grew strongly once more, rising 35.7% in 2022, after growth of 19.7% in 2021" (Market Share Analysis: CRM Sales Software, Worldwide, 2022, Oct. 2023. Gartner is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.) Highspot is accelerating the adoption of sales enablement technology by offering new generative AI and analytics capabilities, as well as expanded technology integrations that give customers a unified platform for defining, executing and measuring their strategic growth initiatives. Ease of use, governance and high adoption rates are key reasons why companies including Baker Tilly, Deluxe, Qualtrics, Ritchie Bros., and more have switched to Highspot. Sales productivity is a consistent board room topic but until now, sales enablement often hasn't been, said Robert Wahbe, CEO, Highspot. Today, that changes. Highspot Copilot injects powerful and easy-to-use generative AI capabilities into our unified platform, which, when combined with new analytical depth on leading indicators of success, empowers enablement teams to turn go-to-market strategy into revenue outcomes. Highspot Copilot turbocharges velocity and impact of enablement programs Generative AI is poised to take sales enablement to a new frontier of efficiency and impact in consistently turning businesses' growth initiatives into revenue performance. Highspot Copilot is a digital assistant that will help salespeople, marketers and enablement practitioners to: Automate:Generate accurate content descriptions, meeting summaries and action items, and much more in just seconds. Advise:Easily assess seller skills, delivery and readiness at scale with analysis of real-world sales meetings. Co-Create:Deliver personalized emails, digital room experiences and tailored meeting preparation documents with a single button click. Answer Anything:Leverage instant answers to questions in natural language based on your Highspot content. Initiative Scorecard drives growth initiative success by analyzing leading indicators in unified view Strategic growth initiatives – from launching new products to entering new markets – have historically been measured by lagging indicators, such as pipeline conversion and win-rates, which limits success and hinders agility. Highspot's new Initiative Scorecard shares the leading indicators of success for revenue teams, helping companies analyze the impact of enablement programs. This technology breakthrough unlocks new insight into how an initiative is performing to drive effective C-level strategy. Highspot's recently released Meeting Intelligence capability – which works with Gong, Microsoft Teams and Zoom – delivers meeting transcriptions, rubrics, summaries and more, and provides a key data source for the Initiative Scorecard to show how the initiatives perform in buyer conversations. Expanded Microsoft Dynamics 365 integration Highspot is delivering many new capabilities that improve its existing Dynamics 365 integration, including Engagement Genomics – AI-driven inferencing that automatically relates sellers' shared content to the appropriate accounts, leads, contacts, and opportunities in Dynamics 365, delivering a complete picture of influenced revenue for content, plays and initiatives. In addition to bringing the entire breadth of Highspot's platform to Dynamics 365 users, the company is also expanding integrations across the broader Microsoft ecosystem, from Microsoft Teams to the Azure OpenAI Service.

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Anteriad’s 177% Surge in SQLs Drives it to the Drum Awards Finals

Anteriad | November 07, 2023

Anteriad, the global B2B marketing solutions provider, proudly announced that its marketing team has been selected as a finalist for the prestigious Drum Award in the B2B: Brand and In-House Team of the Year category. The award recognizes outstanding achievements and impactful results in the B2B marketing landscape. Notable nominees include Salesforce Studio, Economist Impact, and MasterCard Creative Studio. The winner of this esteemed award will be revealed on November 29. Under the leadership of CMO Lynn Tornabene, Anteriad's marketing team has navigated through several acquisitions and a rebrand in 2022, ultimately devising a sophisticated marketing strategy that resonates with the company's B2B capabilities. Leveraging their own intent data and content syndication tools, the team crafted an effective Account-Based Marketing (ABM) strategy, delivering personalized content tailored to individual customer behavior across digital platforms. Additionally, they introduced advanced audience modeling and reporting methodologies. The team's efforts have resulted in a significant upsurge in various key performance indicators (KPIs), including a 40% increase in total leads generated, a 25% rise in engagement through nurture campaigns, and a notable 177% enhancement in Sales Qualified Leads. Notably, the team's agility and successful outcomes were recognized by Anteriad's CEO, Rob Sanchez, who expressed pride in their achievements and highlighted the team's adept use of the company's own products. Anteriad's robust marketing solutions, backed by its Marketing Cloud platform tracking over 500 billion buyer-related signals monthly, have empowered leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI multiples. With a focus on providing high-fidelity B2B buyer data, multichannel execution services, tele-based conversion, and expert advisory, Anteriad remains committed to supporting B2B marketers globally. Anteriad's heavy reliance on digital platforms and personalized content in their marketing strategy may raise concerns about privacy and data security, potentially leading to issues regarding data breaches and unauthorized use of personal information. However, the company's recognition as a finalist for the Drum Award highlights their adept navigation through acquisitions and rebranding, resulting in a sophisticated marketing approach that effectively utilizes its own data and content tools. Its notable achievements, including significant increases in total leads, nurture campaign engagement, and Sales Qualified Leads, showcase their proficiency in implementing advanced audience modeling and reporting, ultimately empowering leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI through the use of Anteriad's robust Marketing Cloud platform. About Anteriad Anteriad is a data-driven and tech-enabled B2B powerhouse, caters to the needs of growth-oriented marketing leaders worldwide. With a focus on precision and scale, the company offers a comprehensive suite of services including high-fidelity B2B buyer data, multi-channel campaign execution, tele-based conversion services, and expert advisory, all backed by its award-winning Anteriad Marketing Cloud platform. Notable clients like IBM, Microsoft, Forbes, SHRM, and Lenovo have leveraged Anteriad's capabilities, benefiting from its global reach and GDPR-compliant data solutions.

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Demandbase Gets Named 2023 ABM Leader in Gartner’s Magic Quadrant

Demandbase | November 06, 2023

Demandbase, an AI-driven account-based go-to-market (GTM) leader, has been named a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. The recognition is based on Demandbase's completeness of vision and ability to execute and follows being named a Gartner Peer Insights Customers' Choice for ABM earlier this year. Demandbase's CEO, Gabe Rogol, attributes the recognition to product innovations and positive customer reviews. Demandbase, a pioneer in AI-driven account-based go-to-market (GTM), announces its recognition as a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. This honor, which follows a comprehensive evaluation of nine vendors, is a testament to Demandbase’s comprehensive vision and its ability to execute effectively. Earlier this year, the company also received the Gartner Peer Insight Customers’ Choice for ABM. Gartner defines ABM platforms as software that empowers B2B marketing and sales teams to implement ABM programs at scale, including account selection, planning, engagement, and reporting. These platforms facilitate the creation of target account lists by integrating first- and third-party data. Additionally, they may engage audiences by activating channels such as display advertising, social advertising, email, and sales engagement, using a combination of native capabilities and integrations. Gabe Rogol, CEO of Demandbase, expressed his praise for the innovations the team had worked on by exclaiming, We are honored to be recognized as a leader in the Gartner ABM Magic Quadrant once again this year. We believe this recognition is a reflection of the dedication and effort we’ve invested in our product over the past year, including innovations in connected TV advertising, non-English intent, new integrations, continuous improvement of our account intelligence, the release of workspaces for enterprises, simplified dashboards, UI improvements, and more. We also believe this recognition mirrors the consistently positive reviews we receive from customers through Gartner Peer Insights and on G2. We extend our gratitude to Gartner, our customers, and our entire team. [Source – Cision PR Newswire] According to the Magic Quadrant report, the essential capabilities of ABM platforms include: Account-level intent data (proprietary and/or licensed) to understand customer behavior and buyer interest. Multi-channel campaign orchestration and activation drive engagement and progression in the buyer’s journey. Monitoring accounts and measuring analytics to quantify progress and performance across channels, campaigns, and programs On the downside, Demandbase may face stiff competition from other vendors in the ABM market, such as 6sense, Terminus, and Roll Works. It may need to invest more in product development, marketing, and customer support to maintain its leadership position and customer satisfaction. Additionally, it may encounter challenges in integrating its platform with other systems and data sources, such as CRM, marketing automation, and analytics tools. On the upside, Demandbase can leverage its recognition as a leader and a customer’s choice to attract new customers and retain existing ones. It can also showcase its product innovations and customer reviews as proof of its value proposition and differentiation in the market.

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Highspot Launches Highspot Copilot for Sales Enablement

PR Newswire | October 23, 2023

Highspot, the sales enablement platform that increases sales productivity, today announced its Fall '23 release, delivering Highspot Copilot, a generative artificial intelligence (AI) digital assistant that accelerates companies' ability to equip, train, coach, and analyze revenue teams' execution. These new capabilities come as adoption of Highspot continues to accelerate worldwide, with the platform connecting more than 15 million users in the past 12 months. Businesses worldwide are prioritizing sales productivity, driving investment in sales enablement. According to research from Gartner® "The sales enablement subsegment grew strongly once more, rising 35.7% in 2022, after growth of 19.7% in 2021" (Market Share Analysis: CRM Sales Software, Worldwide, 2022, Oct. 2023. Gartner is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.) Highspot is accelerating the adoption of sales enablement technology by offering new generative AI and analytics capabilities, as well as expanded technology integrations that give customers a unified platform for defining, executing and measuring their strategic growth initiatives. Ease of use, governance and high adoption rates are key reasons why companies including Baker Tilly, Deluxe, Qualtrics, Ritchie Bros., and more have switched to Highspot. Sales productivity is a consistent board room topic but until now, sales enablement often hasn't been, said Robert Wahbe, CEO, Highspot. Today, that changes. Highspot Copilot injects powerful and easy-to-use generative AI capabilities into our unified platform, which, when combined with new analytical depth on leading indicators of success, empowers enablement teams to turn go-to-market strategy into revenue outcomes. Highspot Copilot turbocharges velocity and impact of enablement programs Generative AI is poised to take sales enablement to a new frontier of efficiency and impact in consistently turning businesses' growth initiatives into revenue performance. Highspot Copilot is a digital assistant that will help salespeople, marketers and enablement practitioners to: Automate:Generate accurate content descriptions, meeting summaries and action items, and much more in just seconds. Advise:Easily assess seller skills, delivery and readiness at scale with analysis of real-world sales meetings. Co-Create:Deliver personalized emails, digital room experiences and tailored meeting preparation documents with a single button click. Answer Anything:Leverage instant answers to questions in natural language based on your Highspot content. Initiative Scorecard drives growth initiative success by analyzing leading indicators in unified view Strategic growth initiatives – from launching new products to entering new markets – have historically been measured by lagging indicators, such as pipeline conversion and win-rates, which limits success and hinders agility. Highspot's new Initiative Scorecard shares the leading indicators of success for revenue teams, helping companies analyze the impact of enablement programs. This technology breakthrough unlocks new insight into how an initiative is performing to drive effective C-level strategy. Highspot's recently released Meeting Intelligence capability – which works with Gong, Microsoft Teams and Zoom – delivers meeting transcriptions, rubrics, summaries and more, and provides a key data source for the Initiative Scorecard to show how the initiatives perform in buyer conversations. Expanded Microsoft Dynamics 365 integration Highspot is delivering many new capabilities that improve its existing Dynamics 365 integration, including Engagement Genomics – AI-driven inferencing that automatically relates sellers' shared content to the appropriate accounts, leads, contacts, and opportunities in Dynamics 365, delivering a complete picture of influenced revenue for content, plays and initiatives. In addition to bringing the entire breadth of Highspot's platform to Dynamics 365 users, the company is also expanding integrations across the broader Microsoft ecosystem, from Microsoft Teams to the Azure OpenAI Service.

Read More

Core ABM

Anteriad’s 177% Surge in SQLs Drives it to the Drum Awards Finals

Anteriad | November 07, 2023

Anteriad, the global B2B marketing solutions provider, proudly announced that its marketing team has been selected as a finalist for the prestigious Drum Award in the B2B: Brand and In-House Team of the Year category. The award recognizes outstanding achievements and impactful results in the B2B marketing landscape. Notable nominees include Salesforce Studio, Economist Impact, and MasterCard Creative Studio. The winner of this esteemed award will be revealed on November 29. Under the leadership of CMO Lynn Tornabene, Anteriad's marketing team has navigated through several acquisitions and a rebrand in 2022, ultimately devising a sophisticated marketing strategy that resonates with the company's B2B capabilities. Leveraging their own intent data and content syndication tools, the team crafted an effective Account-Based Marketing (ABM) strategy, delivering personalized content tailored to individual customer behavior across digital platforms. Additionally, they introduced advanced audience modeling and reporting methodologies. The team's efforts have resulted in a significant upsurge in various key performance indicators (KPIs), including a 40% increase in total leads generated, a 25% rise in engagement through nurture campaigns, and a notable 177% enhancement in Sales Qualified Leads. Notably, the team's agility and successful outcomes were recognized by Anteriad's CEO, Rob Sanchez, who expressed pride in their achievements and highlighted the team's adept use of the company's own products. Anteriad's robust marketing solutions, backed by its Marketing Cloud platform tracking over 500 billion buyer-related signals monthly, have empowered leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI multiples. With a focus on providing high-fidelity B2B buyer data, multichannel execution services, tele-based conversion, and expert advisory, Anteriad remains committed to supporting B2B marketers globally. Anteriad's heavy reliance on digital platforms and personalized content in their marketing strategy may raise concerns about privacy and data security, potentially leading to issues regarding data breaches and unauthorized use of personal information. However, the company's recognition as a finalist for the Drum Award highlights their adept navigation through acquisitions and rebranding, resulting in a sophisticated marketing approach that effectively utilizes its own data and content tools. Its notable achievements, including significant increases in total leads, nurture campaign engagement, and Sales Qualified Leads, showcase their proficiency in implementing advanced audience modeling and reporting, ultimately empowering leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI through the use of Anteriad's robust Marketing Cloud platform. About Anteriad Anteriad is a data-driven and tech-enabled B2B powerhouse, caters to the needs of growth-oriented marketing leaders worldwide. With a focus on precision and scale, the company offers a comprehensive suite of services including high-fidelity B2B buyer data, multi-channel campaign execution, tele-based conversion services, and expert advisory, all backed by its award-winning Anteriad Marketing Cloud platform. Notable clients like IBM, Microsoft, Forbes, SHRM, and Lenovo have leveraged Anteriad's capabilities, benefiting from its global reach and GDPR-compliant data solutions.

Read More

Core ABM

Demandbase Gets Named 2023 ABM Leader in Gartner’s Magic Quadrant

Demandbase | November 06, 2023

Demandbase, an AI-driven account-based go-to-market (GTM) leader, has been named a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. The recognition is based on Demandbase's completeness of vision and ability to execute and follows being named a Gartner Peer Insights Customers' Choice for ABM earlier this year. Demandbase's CEO, Gabe Rogol, attributes the recognition to product innovations and positive customer reviews. Demandbase, a pioneer in AI-driven account-based go-to-market (GTM), announces its recognition as a leader in the 2023 Gartner Magic Quadrant for Account-Based Marketing (ABM) Platforms. This honor, which follows a comprehensive evaluation of nine vendors, is a testament to Demandbase’s comprehensive vision and its ability to execute effectively. Earlier this year, the company also received the Gartner Peer Insight Customers’ Choice for ABM. Gartner defines ABM platforms as software that empowers B2B marketing and sales teams to implement ABM programs at scale, including account selection, planning, engagement, and reporting. These platforms facilitate the creation of target account lists by integrating first- and third-party data. Additionally, they may engage audiences by activating channels such as display advertising, social advertising, email, and sales engagement, using a combination of native capabilities and integrations. Gabe Rogol, CEO of Demandbase, expressed his praise for the innovations the team had worked on by exclaiming, We are honored to be recognized as a leader in the Gartner ABM Magic Quadrant once again this year. We believe this recognition is a reflection of the dedication and effort we’ve invested in our product over the past year, including innovations in connected TV advertising, non-English intent, new integrations, continuous improvement of our account intelligence, the release of workspaces for enterprises, simplified dashboards, UI improvements, and more. We also believe this recognition mirrors the consistently positive reviews we receive from customers through Gartner Peer Insights and on G2. We extend our gratitude to Gartner, our customers, and our entire team. [Source – Cision PR Newswire] According to the Magic Quadrant report, the essential capabilities of ABM platforms include: Account-level intent data (proprietary and/or licensed) to understand customer behavior and buyer interest. Multi-channel campaign orchestration and activation drive engagement and progression in the buyer’s journey. Monitoring accounts and measuring analytics to quantify progress and performance across channels, campaigns, and programs On the downside, Demandbase may face stiff competition from other vendors in the ABM market, such as 6sense, Terminus, and Roll Works. It may need to invest more in product development, marketing, and customer support to maintain its leadership position and customer satisfaction. Additionally, it may encounter challenges in integrating its platform with other systems and data sources, such as CRM, marketing automation, and analytics tools. On the upside, Demandbase can leverage its recognition as a leader and a customer’s choice to attract new customers and retain existing ones. It can also showcase its product innovations and customer reviews as proof of its value proposition and differentiation in the market.

Read More

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