If you’re reading this, you’re probably no stranger to account-based marketing (ABM). ABM budgets across B2B companies grew an astounding 40% from 2019 to 2020 and will likely continue to climb.
But how do you leverage target account engagement while offering a seamless buying experience?
Drift chatbots can be a great addition to your ABM campaign – whether your ABM program is brand new or if it has been around for a while.
So we looked through what other Drift customers were doing and put together the three most common use cases for you to steal.
Read on to learn how you can use Drift as part of your next ABM campaign.
1. Target Account Experience
This bot is designed to target visitors from high-value accounts that you are actively pursuing. When you’ve curated your list of ABM accounts and decided whom to target, the next step is to roll out the red carpet for them.
Start with a hook that identifies the visitor by name. But, that isn’t enough to fully personalize the site visitor experience. You also need to notify the sales rep that their account is on your site and give them the tools to respond immediately or book a meeting for a future date.
With the combination of personalized engagement, immediate notification, and a convenient way to book a meeting, you can offer a frictionless experience to the accounts you have invested the most into.
2. Paid Ad Converter
Once you’ve invested in a paid ad campaign to drive traffic to your site, the last thing you want is to let the visitor experience fall flat. With Drift chatbots, you can capitalize on your ABM experience by acknowledging how they got to your website.
In this example, let’s say a visitor has landed on the website from a LinkedIn campaign and is trying to learn more about the offer they saw in the ad.
With a paid ad converter bot, you can create a one-of-a-kind experience based on who someone is and how they got on your website. All while maximizing your ad spend.
3. Conversational Content
This bot is designed to engage with visitors while they are consuming a piece of content.
For the hook, we recommend highlighting the content and making it really simple to start a conversation with something like “Hey there. Thanks for checking out this eBook! Would you like a PDF of this ebook so you can refer back to it later?”
Drift Tip: Remember to select “landing page” as your playbook type when building a conversational content bot.
Next steps are based on the answers they provide. For those who are interested, we can get their email address to share a PDF (that way we can add them to a nurture or alert their sales account owner). If they’re not interested, then we can end the conversation and let them read the ebook.