ServiceNow was using account-based marketing to target larger accounts but wanted a more efficient way to generate leads. They combined ABM with conversational marketing using Drift to only show chat to targeted accounts of a certain size. This reduced website friction and accelerated lead generation and pipeline by personalizing the experience. Key tactics included company filtering, customized welcome messages, and notifying account reps when targeted accounts visited the site. This conversational ABM approach complemented their other demand generation efforts.
9. Conversational ABM
Account-Based Marketing PLUS Conversational Marketing
Move your target accounts and customers from highly-targeted ads and content,
to a personalized conversation with sales in a single click—shortening your sales
cycle, increasing ROI, and creating a better experience for buyers.
#NEXTLEVEL@DRIFT
11. Quick Background:
●We’ve explored ABM as a marketing strategy and are utilizing it to go
after our target accounts (we have a dedicated ABM team, and are fully
invested in Demandbase as one of our primary ABM tools/platforms)
●We started to explore conversational marketing as a lead gen/sales tool,
and quickly learned we had to become more efficient at filtering out
invalid leads, or only targeting the companies/prospects that were part
of our target audience.
This is how Conversational ABM came about for ServiceNow…
12. Challenge, Solution, Outcome
Challenges:
● We’re pushing up market, targeting larger sized companies
● People don’t like filling out traditional website forms
● Had to generate leads and meet pipeline goals
Solution:
● Used combination of Demandbase account targeting with Drift playbooks
and filters to present chat to relevant companies
Outcomes:
● Compliments/augments other DG tactics, content and engines
● Reduces website friction and resistance to traditional form process
● Accelerates customer conversion, lead creation, and pipeline
13. .Conversational ABM.
(Expansion of use case/details…)
●As we push more up market, we wanted to target
companies of a certain size
●By combining the power of Account Based Marketing with
conversational marketing, we were able to enhance,
improve, and accelerate lead generation for those larger
companies
14. .Our Tactics:.
○ Company filtering (only showing chat to companies of a certain size, based on # of
employees) / DEFLECTION STRATEGY
○ Welcome messages (providing customized welcome message to target accounts
when they land on our site) / TAYLORED
○ Account sales territory mapping (account reps are notified when one of their
accounts are on site) / MOTIVATES REPS