ABM for Existing Customers? Yes, and Here's Why
In this @MarketingProfs webinar, Drift's Head of Customer Lifecycle Marketing, Myriam Diarra, and Conversion Marketing Manager, Stacy Chen, explain what account-based marketing means for existing customers and why it matters.
Specifically, they cover:
(00:00) Introduction
(02:03) What is account-based-marketing for customers?
(07:00) ABM Alignment
(08:51) 1:1 Customer Program ABM Examples
(14:10) 1:Few Program ABM Examples
(18:21) 1:Many ABM Program Examples
(22:17) Where should you start with personalization for ABM programs?
(23:56) How to combine gifting with a chatbot experience
(24:56) What it means for Drift to be “No Forms”
(26:23) What metrics does Drift use to measure the success of its ABM programs?
(27:27) Drift’s ABM program wishlist
(28:27) How do you create customization and personalization on landing pages from an email?
(29:36) How to surprise and delight customers without sending a gift
(31:33) How much are account managers and service managers involved in a marketing team’s ABM program?
(33:07) How often should you reach out to your ABM customers?
(34:24) Should you build your ABM program locally or globally?
(35:19) What is the difference in strategy for targeting business customers versus general consumers?
(37:05) What are the ways in which you measure which accounts are the most, and least, engaged?
Learn more about account-based marketing: https://drift.ly/abmplaybook
Subscribe to Drift: https://goo.gl/2pRvjN
-------
Stay connected with Drift:
LinkedIn: / drift
Twitter: / drift
Instagram: / drift
Facebook: / heydrift
---------
About Drift: Drift is more than just a technology company. Drift is a connection company. Connecting buyers with sellers and empowering experiences everyone loves.
At Drift, we believe that from meeting people to starting a business relationship, everything starts with a conversation. Drift specializes in helping start the right business conversations — making sure they happen when they’re supposed to and completely personalizing them to buyers.
The Drift Conversation Cloud, comprised of Conversational Marketing, Conversational Sales, and Conversational Service, all powered by underlying Conversational AI, breaks down the silos across your team so you can deliver personalized experiences that turn into more quality pipeline, revenue, and happy customers.
Learn more: https://www.drift.com/