It’s 2019. Buyers want to engage with a business whenever and however they choose. They expect a simple and helpful experience every time they come to your site. The easiest way to do that? Make the experience personalized from the get-go. But where and how do you start?
That’s where Drift Intel comes in – an entirely new, conversational way to do account-based marketing.
Here’s how it works.
With Drift Intel, the second someone hits your site, using Clearbit Reveal, Drift conducts a reverse lookup on that site visitor’s IP address. We’re then able to populate Company Name along with firmographic information like industry, company size, and tech stack. (You can find a full list of firmographic fields collected here.)
Pretty cool right? But what are best practices when it actually comes to using this information and how does it relate to the Conversational Framework?
1. Engage with ABM
First, start with engagement. Engaging is all about asking and acknowledging at the start of every conversation. In the context of ABM, there are a few things we can do right off the bat starting with the very first question we ask.
With Drift Intel, you can add accounts to Drift by either syncing a list from Salesforce or uploading one directly to the platform. From there, Drift automatically associates those account lists with their IP addresses. Because you know the visitor is from a Target Account, you can personalize how you engage with the visitor through conversational marketing on your site and give them the VIP experience. A custom message from the account’s owner might look something like this:
Using a highly targeted message like this helps make it as simple as possible for potential buyers to engage with your business. This allows you to engage with your highest value accounts immediately.
Personalization is also a huge way we can engage prospects throughout a conversation. As we can see in the Welcome Message above, there is a personalization token for Company Name, which creates a great personalized, VIP experience.
With both a highly targeted Welcome Message and personalization tokens, we’re able to drive up the engagement rate of playbooks. And a higher engagement rate = more leads and pipeline!
2. Understand with ABM
Now it’s time to qualify. It’s all about context and building relationships here. What questions can we ask that are relevant to your potential customers? Your site visitors may have similar goals, but they’ll want an experience that’s tailored to who they are, what they want, and how they prefer to communicate.
Equally as powerful as an ABM playbook, firmographic playbooks can be used to send a targeted playbook to your ideal customer. Drift Intel enriches firmographic data points you can use to target your Ideal Customer Profile. Again using a site visitor’s IP address, not only can Drift target based on what company the visitor works for, but also any firmographic criteria they match.
Let’s say your ideal customer profile includes B2B companies with more than 1,000 employees, and greater than $50M in revenue. Using Drift Intel, you can specifically target companies that match your target market to personalize your conversational marketing engagement. Here’s an example of what that targeting could look like:
3. Recommend with ABM
The goal of any conversation is to provide useful recommendations to solidify a relationship with the prospect. There are 5 types of recommendations you can provide at the end of every conversation. With ABM targeting, this can be done much more quickly since Drift gives you insight into exactly what company you’re talking to.
- Chat Now – Route in the conversational development rep (CDR), business development rep (BDR) or sales development rep (SDR) to have a conversation.
- Meet Now – Send a meeting invite for a CDR/BDR/SDR or account executive’s calendar.
- Schedule a Meeting – Drop a connected calendar of the CDR or AE into the conversation.
- Guide – If someone isn’t ready to book a meeting just yet, ask them what kinds of resources they’d be interested in reading. Share content that helps pull them further down your funnel.
- Nurture – Ask for an email and enroll users into a nurture sequence if they’re not ready have a conversation just yet.
Prospects remember recommendations. By providing recommendations based on industry, company size, or maybe even a piece of their tech stack, you’re making the conversation much more valuable.
With Drift Intel, you can target either a list of target accounts, or your ideal customer based on firmographic data. With this targeting, you’re able to give your site visitors a personalized experience, and connect with ABM targets in real time.
Want to learn more about how to implement conversational ABM? Check out this webinar here.
