Adobe and Drift announced Conversational ABM for Marketo Engage, a conversational capability for account-based experiences (ABX) — a new way to identify, understand and engage B2B customer buying teams. Conversational ABM for Marketo Engage will be available to customers, as part of Adobe Experience Cloud, enabling marketers to personalize every website visit from a target account with a personalized conversation in real-time.
“Optimizing the end-to-end business buying experience for marketers is at the heart of our mission. Finally extending personalization to one-on-one, real-time interactions across any account has been a critical need for every B2B marketer investing in account-based experiences — which is why, together with Drift, we are thrilled to unlock that capability for the first time,” said Steve Lucas, senior vice president, Digital Experience business, Adobe. “Conversational ABM for Marketo Engage takes personalization beyond content, allowing marketers using ABX to have personalized, live conversations with the right strategic accounts at the right time, every time.”
“Customers have more options and information than ever before, so they have all the power in the buying process today, not companies,” said David Cancel, CEO, Drift. “As a result, whoever makes it easier to buy, wins — yet most B2B websites add friction and force buyers to jump through hoops just to talk to someone. With Marketo Engage and Drift together, marketers will be able to have personalized account-based conversations at scale with website visitors at any stage of the buying process and provide the VIP experience that buyers expect today.”
By simply connecting target account lists with Drift, Marketo Engage customers will be able to target each website visitor with a chatbot, a relevant piece of ABX content or give them a fast lane to connect directly to a sales representative.
Additionally, Marketo Engage announced that Verticurl, a Global Platinum Marketo Partner and WPP company, is a preferred global partner to help accelerate integration of Conversational ABM for Marketo Engage directly into marketers’ current marketing technology stack, customer experience strategy and marketing operations processes. Marketo Engage customers will benefit from Verticurl’s global team of marketing technology and ABX consultants in over 20 countries.