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If you’re a B2B marketer, it’s basically impossible to have a serious conversation about your business without talking about Account Based Marketing (ABM). Done right, ABM guides everything: the campaigns you run, the messages you craft, the channels you choose, the money you invest – everything.
The rationale behind ABM is hard to dispute: identify the companies most likely to buy from you and maximize share of mind and share of wallet through targeted campaigns aimed at your buyers, users, and influencers with the messages and offers that resonate with them.
And voila! They flock to your website in droves, consuming your content and taking you up on your irresistible calls to action.
But you’re still relying on them to make that first move. You’re like one of those unbelievable birds of paradise, doing absolutely everything in your power to attract your ‘mate’ but still needing them to accept the offer before anything can happen. Or like a vampire, who I’m told is absolutely powerless in your home until you willingly invite them in.
What if you could do it differently when they finally land on your website? What if you could roll out a truly personalized red carpet, and in a 1-to-1 manner give them every indication that you know them, you love them, and your only purpose is to make them happy?
The aforementioned bird of paradise doesn’t just use his mesmerizing feathery display, he uses his voice too. With live chat, you can use yours.
When properly integrated with your other core systems like CRM and marketing automation, your live chat platform can feed your agents with detailed personal information about your website visitors – which account they’re from, how much business they’ve done with you in the past or whether there’s a current open opportunity with them, and exactly how much of your content they’ve been consuming. If they’ve given you their name and title via one of your forms, your agents can see those details too. And in response, they can craft a personalized, chat message served at just the right time so as to hook the visitor in ways you’ve not been able to do.
We call this Account Based Chat. Here are three ways to roll it out:
This is just some of what your live chat platform should be able to support. Read our ABC ebook to learn more.
If your organization is truly on-board with ABM, you need ABC to take care of that last mile in the customer journey.
Account Based Chat is a powerful and compelling way to identify and acknowledge your target accounts and make them feel understood and appreciated. And it’s a lot easier than you think.
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