Adobe and Drift announced Conversational ABM for Marketo Engage, a new conversational capability for account-based experiences (ABX).
Conversational ABM for MarketoEngage will be available to customers of Marketo Engage, part of Adobe Experience Cloud, enabling marketers to personalise every website visit from a target account with a personalised conversation in real-time.
Adobe SVP Steve Lucas says, “Optimising the end-to-end business buying experience for marketers is at the heart of our mission.
“Finally extending personalisation 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.”
“Conversational ABM for Marketo Engage takes personalisation beyond content, allowing marketers using ABX to have personalised, live conversations with the right strategic accounts at the right time, every time.”
By connecting target account lists with Drift, MarketoEngage customers will supposedly 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.
• 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.
• Connect qualified people tied to key accounts with the right sales representative faster: Conversational ABM for Marketo Engage will automatically open a fast lane for marketing qualified accounts (MQAs), directly starting a conversation between them and the sales representative assigned to the account.
• Create a personalised experience for each customer: Depending on where the customer is in the buyer’s journey, they will see a unique, personalised experience that matches their path-to-purchase status each time they visit the website.
• Prove conversation marketing impact: Marketers will be able to track all Conversational ABM for Marketo Engage conversations and attribute them back to revenue.