Adobe and Drift Launch Industry-First Conversational Account-Based Experience for Marketo Engage

Adobe (Nasdaq:ADBE) and Drift, the leading conversational marketing platform, today announced Conversational ABM™ for Marketo Engage, a first-ever conversational capability for account-based experiences (ABX) — a new way to identify, understand and engage B2B customer buying teams. Conversational ABM™ for Marketo Engagewill be available to customers of Marketo Engage, part of Adobe Experience Cloud, enabling marketers to personalize every website visit from a target account with a personalized conversation in real-time. “Optimizing the end-to-end business buying experience for marketers is at the heart of our mission. Finally extending personalization to one-on-one, real-time interactions across any account has been a critical need for every B2B marketer investing in account-based experiences — which is why, together with Drift, we are thrilled to unlock that capability for the first time,” said Steve Lucas, senior vice president, Digital Experience business, Adobe. “Conversational ABM™ for Marketo Engage takes personalization beyond content, allowing marketers using ABX to have personalized, live conversations with the right strategic accounts at the right time, every time.” “Customers have more options and information than ever before, so they have all the power in the buying process today, not companies,” said David Cancel, CEO, Drift. “As a result, whoever makes it easier to buy, wins — yet most B2B websites add friction and force buyers to jump through hoops just to talk to someone. With Marketo Engage and Drift together, marketers will be able to have personalized account-based conversations at scale with website visitors at any stage of the buying process and provide the VIP experience that buyers expect today.” By simply connecting target account lists with Drift, Marketo Engage customers will be able to target each website visitor with a chatbot, a relevant piece of ABX content or give them a fast lane to connect directly to a sales representative. Conversational ABM™ for Marketo Engage brings live chat — one of the fastest growing channels for B2B marketers — to Marketo Engage’s ABX solution and enables Marketo Engage and Drift users to: Schedule meetings with top accounts instantly: When contacts from previously-identified strategic accounts visit a brand’s website, they will be able to skip the website form and instantly book a meeting with the sales representative that owns that account. This all happens while the visitor is live on the website, no matter the time of day.

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