Drift ABM

Great stuff from team Drift as always. We’re getting a ton of B2B leads since having live chat on our site already, but this looks like a perfect fit for the high-value targeted enterprise sales. 🤓

A key piece of the account-based marketing experience has been missing. With ABM, marketing and sales teams invest so much time, energy, and budget into creating an amazing, personalized experience for the people at those target accounts -- but then they drive them to lead forms or a piece of gated content. That’s like spending all of your time and effort driving the right people into your store and then ignoring them once they actually show up. Over the last few months we’ve had the opportunity to re-think how account-based marketing should work in a world that runs on real-time conversations, and that’s what we’re launching today with Drift ABM.

This is a new feature that the Drift team is really excited about. They've been working on marrying conversational marketing and account-based marketing for a while, and they're finally ready to reveal what they've built. In short, marketers can set up their target accounts in Drift and then come up with an automated and personalized welcome message for their VIPs when those leads reach their website. It's like rolling out the red carpet for your dream customers. What more could you (and your customers) ask for?!

Let's face it: to this point, ABM has been more about advertising than marketing. Success was demonstrating that you had an increase in site visits from target accounts. Try presenting the fluffy "uplift in target account visits" metric to your head of sales and see how they react. With Drift ABM, you can now qualify your website visitors the same way you qualify leads and eliminate the friction of website forms that causes most people to go away. You'll get a much better reaction from your head of sales when you tell them how many discovery calls you booked with target accounts last week using Drift ABM. I've been using it for a few days, and became a believer yesterday when Drift ABM uncovered a prospect from our of our target automotive accounts and the prospect booked a meeting with our AE... while he was at lunch. All it took was Drift ABM and a simple, personalized greeting: "Hi there. I work with RapidMiner users at {{ account.name }}. Can I answer any questions for you?"

This is huge for those of us selling to the enterprise!