Account-based engagement (ABE) is the newest advancement in the B2B space. You have probably heard of account-based marketing. Well, account-based engagement takes ABM to the next level. ABE involves everyone—marketing, sales, and customer support teams. It’s not just about marketing. Everyone involved in the entire customer journey should be on board with your ABE strategies.
Larger accounts come with a much more complex ecosystem. It’s vital to align all your teams to create completely personalized experiences for your customers.
ChatFunnels has recently launched dozens of new features and enhancements within the product that allow for seamless implementation of ABE strategies. Read on to learn how chatbots help you successfully utilize an account-based engagement strategy.
Starting Off with ABE
The first step to shifting towards an account-based engagement approach is to create a list of your target accounts.
Sit down with your team and brainstorm which companies you ideally want to do business with. Who would be the perfect fit to buy your product/service? Once you have that list, it’s all about figuring out how to market to them in a personalized way.
Typical B2B websites have a 5% average conversion rate; ABE helps you convert the other 95%.
Targeted Conversational Marketing with ChatFunnels Bots
It is easiest to implement ABE strategies if you have chatbots on your site. That’s why ABE is a breeze with ChatFunnels.
Within our software, you create and deploy chatbots on any page of your website. In addition, you can use these bots for sales, lead qualification, customer support, navigation, etc.
However, we don’t stop there. We use reverse IP lookup to see who is coming to your site. Based off that information, you can create different bots that provide personalized experiences specific to whoever is interacting with it.
For example, if an existing customer comes to your site, you don’t want a bot to fire that asks if they want to learn more about your company. You would want them to interact with a customer support bot.
When an ideal prospect starts interacting with your bot, you want it to be a sales-focused bot that invites them to start a free trial.
Incorporate Market Segmentation with Segments
It is unrealistic to create a million customized bots, tailored to each company and each individual of that company that might come onto your website. That is why segmenting is key!
You need to group your site visitors into categories that are likely to interact in the same way.
Examples of segments include, but are not limited to:
- Prospects with opportunities
- Potential investors
- Role within buying committee
- Position in sales funnel
You can go as in-depth and specific as you want with segments. It’s all up to you.
Each of those groups of people care about different things from each other, but within a group, they have very similar interests. So, creating these segments is crucial so that when the bot recognizes who is coming to your site, it can tailor the experience to them.
It’s all about custom experiences for every individual.
Target Personas with Conditional Branching
In addition, you can create custom experiences within a bot, depending on a prospect’s profile.
For example, you can set up a bot so that it will offer a sales-focused case study to a salesperson, and a marketing-focused case study to a marketer. You can offer a live demo to your ICP and a pre-recorded demo to someone outside your ICP to maximize your sales reps’ time. You can give visitors information tailored to their self-interests, depending on their role within the buying committee.
Remember, once you set up these conditions, the bot will automatically deploy these custom experiences to your website visitors. It’s the perfect combination of personalization and automation so that each visitor feels understood and you save time.
Proactively Engage Prospects with Live View
Have you ever wondered who is on your website at any given moment in time? Essentially, ChatFunnels’ Live View feature shows you who is on your website and what page they are on.
Why would this be helpful?
Knowing who is on your website is crucial to your ABE strategies. Not only does live view provide you with the name of site visitors, it also shows their location, what page they are on, how many times they’ve previously been on your website, how many page views, and how many conversations they’ve had with your bots.
Live View enables you to start a conversation with anyone who is on your website, even if they haven’t yet engaged with a bot.
With all of this information, you can recognize what segment any visitor is in and use live chat to further the personalization of their experience. This is where agent alerts come into play.
Own your Accounts with Agent Alerts
Every live chat agent can be notified to when someone is on your site. There are four notification setting types—in-app, desktop, email, or text.
This is most useful for when account owners from Salesforce are routed into a conversation with someone from an important account.
You can also be alerted about calendar drops, meetings booked, chat alerts, notes, followed visitor updates, daily chat summary, and daily ABE summary. In order for chatbots to be most effective, agents need to correctly set up their notifications in a way that will work best for them.
One of the major benefits of live chat is being able to engage with a site visitor the moment they come on your site because you can see who they are and what page they are looking at. And then hop on live chat with them. If your notifications are not set up, you will be missing golden opportunities to engage with accounts, prospects, customers, etc.
Automated Emails with the Email Node
One key difference between account-based marketing and account-based engagement is that with account-based engagement, you are proactively reaching out to prospects.
You can use the Email Node to send an automated email at any point within a bot. As long as you have their email address and they interact with a bot, you can send registration emails, confirmation emails, content emails, newsletters, etc.
You’re doing more than just account-based marketing- you’re engaging with your accounts.
Analytics with the Account Dashboard
The account dashboard is what you’ll mainly want to be looking at to strategize for ABE implementation and execution.
ChatFunnel’s account dashboard gives you an update on your total accounts, engaged accounts, and active pipeline.
In addition, it displays:
- Last accounts on site
- Trending accounts
- Potential new accounts
- Account segments
- Upcoming meetings
- Unique companies on site
- The top visitor industries
- Top visitor company sizes
- Top visitor company revenues
The above charts are useful in determining whether your marketing is working. You want to make sure that your target market are the people coming to your site. If they aren’t, then something with your marketing isn’t working and you need to adjust accordingly. You also want to make sure that ideal company sizes and revenues are the ones on your site. Say your product is really only useful for small to mid-sized companies, but mainly enterprise level companies are on your site, then you know you need to change your marketing strategies to ensure that customers who are the right fit are on your site.
Quick Recap of Implementing ABE Strategies
Targeted Conversational Marketing with ChatFunnels Bots: Create seamless experiences for your website visitors.
Incorporate Market Segmentation with Segments: Give custom experiences to different market segments.
Target Personas with Conditional Branching: Within one bot, guide different personas.
Proactively Engage with Prospects with Live View: Reach out to anyone on your website, armed with their data.
Own your Accounts with Agent Alerts: Each SDR can create relationships with their owned accounts when they’re notified every time one of their accounts is on the website.
Automated Emails with the Email Node: Send follow-up, registration, confirmation, etc. emails automatically.
Analytics with the Account Dashboard: Keep track of your accounts’ progressions with analytics.
The best way to engage with prospects and customers is through direct one-on-one conversations using chatbots. If you don’t have a way for site visitors to talk with you or for you to reach out to them in real time, your level of engagement will not be as optimal as it can be.
Marketing and sales are becoming ever more personalized. You’ve hopefully realized by now that the key is to avoid spamming and focus all your efforts on individualizing your messaging.
In conclusion, marketing, sales, and customer support all need to be on the same page in order for account-based engagement to pay off. Your ideal customers need to be targeted in ways that are personalized and relevant to them.
ChatFunnels makes it so easy to implement ABE strategies. All of the features mentioned above ensure that you will have success in account-based engagement. Email, phone, and social media are all great ways to engage, but you need chat on your site to be able to market and sell in the moment someone’s interest is piqued.
If you’re feeling lost or overwhelmed with trying to figure out how ABE can work for your company, book a meeting with us today.