What I learned from ππ¨π§π―ππ«π¬πππ’π¨π§ππ₯ π¦ππ«π€πππ’π§π course
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Conversational marketing is something you have somewhat experienced on Netflix or Amazon etc. No two usersβ experiences there are alike. Right? A similar experience can be created on the B2B website also.
Every thriving B2B company either has an account-based marketing (ABM) strategy or plans to start soon. Account-based marketing is relatively a new concept in B2B; It came into its own over the last 7β8 years.
It has been popular among B2B marketers because of two things β
a) emerging technologies and
b) buyer behavior
But every ABM strategy must be conversational to create an indisputable impact on revenue acceleration.
In Drift, I have learned how conversational experience is broken on B2B websites. Its framework is different from B2C, so its strategic blueprint. In short, it helped me think beyond just lead generation and understand how I can remove frictions from the buying experience using contextual and personalized content and campaign i.e. conversation.
I was introduced to the term ABM back in 2018. It was that time when I was solely focusing on inbound marketing as the be-all-end-all for demand generation. In my inbound-only approach, I used to cast wide nets to generate as many traffic and leads as possible. It was basically a βwait and seeβ approach. But there were major problems with this approach as it doesnβt match buyer expectations.
And there was an endless problem if you want to create a revenue acceleration system. Since inbound is open to all, it canβt consistently attract the ideal customer profile at the right time. Therefore, the quality of the leads can suffer in the pursuit of lead volume.
With ABM we, marketers along with the sales team can easily identify the opportunity right from the beginning and go after target companies with personalized content and messaging.
Does it mean that ABM doesnβt require digital marketing ?
ABM isnβt an either-or decision. Sales and marketing teams need both lead quality and volume. ABM solves for quality. To solve for volume, marketers need a digital marketing strategy that runs on top of targeted ABM campaigns. And here comes the conversation marketing β to scale up the personalization outreach.
Are you still reading this post? Well, then let me show you how it would look like if implemented well. ABM flips traditional inbound marketing on its head, from the tactics to the content. And that makes it conversational like a superhuman talking to prospects.
