According to data from Sirius Decisions, it can take anywhere from 12 to 20 touches before the average B2B deal closes.
And in demand gen, you’re never completely in control of where those touches come from or when they happen. Not every touch will be from a perfectly orchestrated marketing email. Or targeted paid ad.
People are coming to your website whenever they want, on their own terms. And you need to put yourself in a position to make the most of this traffic, whether it’s expected or not.
But how?
Well let’s start with that Marketo List you’ve been carefully curating. Maybe it’s a list of all the CMOs in your database. Or maybe it’s a list of prospects who’ve requested a product demo. Regardless of what list you’re targeting, you can now take that list and give the contacts on it a personalized experience whenever they come to your site.
With Drift’s Marketo integration, you’ll never ever have to ask a known site visitor for their email. Think of the time you’ll save!
Ready to get started? All you’ll have to do is connect your Marketo account with Drift. It’s as simple as entering your Marketo username and password in Drift’s integrations section. Once you do, you’ll be able to target your Marketo lists right away.
Pretty cool, right? To help you make the most of this integration and start driving higher conversions from your site, we’re sharing three ABM plays you can get started with today.
But before we do, if you need a quick refresher on how the Marketo integration works, you can check out how we leverage the Marketo cookie and Smart Lists to make the magic happen here.
Now let’s dive in.
1. Persona Type
The Situation:
- You’re targeting a specific role, title, or persona.
- And you want to want to be able to have a conversation with your site visitors based on who they are.
- So, we prescribe the targeting based on persona play.
The Play:
- Don’t ask your VIP prospects questions you already know the answers to (name, email, job title, etc.)
- Instead, give your target buyers a tailored experience.
- Deliver a custom message to greet each high value prospect by their first name then give them a fastlane to your sales team. (Pro tip: Make it even faster with Drift Meetings.)
2. Conversational Nurture
The Situation:
- You want to nurture leads through your funnel.
- And you want to want to be able to have a conversation with your site visitors based on who they are.
- So, we prescribe the conversational nurture play.
The Play:
- Based on where a prospect is in the buyer journey, deliver a personalized playbook when they visit your site.
- Don’t wait until your next email campaign to share that amazing content offer.
- Engage leads with your content on their terms, when they come to your website.
3. Demo Retargeting
The Situation:
- You have a list of contacts who requested a demo or recently received a demo.
- And you want to drive conversations that accelerate your sales process.
- So, we prescribe the demo retargeting play.
The Play:
- Don’t start generic conversations with high intent prospects.
- Start a more bottom of the funnel conversation.
- White-glove contacts that have requested a demo (or recently received a demo) to create an unforgettable experience.
Believe it or not, there are 3 more ways (six total!) you can use Drift and Marketo to achieve your demand gen goals. To get all six plays and start driving more conversions from your site, sign up for Drift Insider today. We’ll be sharing more Marketo integration tips and tricks there soon.
And if you’re ready to get started, you can learn more and try it out today. Just chat with our team to get started.
