eBook

Account Based Chat: How to Personalize Your ABM Program with Live Chat

ABM is the B2B marketer’s go-to strategy for optimizing marketing spend and activities against lead and pipeline objectives. Getting the right message in front of the right person, in the right channel, at the right time is part art, part science, but 100% the right approach. It’s target marketing on steroids.

To this end, you’ve tailored your website, your content, and your digital marketing to cater to a highly targeted list of prospects that embody your Ideal Customer Profile. Both your inbound and outbound business development teams are fully aligned. But you’re not done yet.

ARE YOU USING LIVE CHAT TO TAKE YOUR ABM STRATEGY TO THE NEXT LEVEL?

What if you could identify an ideal prospect when they come to your site, and engage in a highly personalized live chat that reflects how well you know them and their interests? The right live chat platform makes it easy. From sales and marketing to service and support, live chat is a great way to deliver personalized, high-value conversations across the customer journey.

Live chat can help you have stickier conversations with your target accounts. And the ROI in providing a great live chat experience is clear:

  • Live chat leads to a 48% increase in revenue per chat hour and a 40% increase in conversion rate (Forrester)
  • There is also a 10% increase in the average order value when reviewing the sales from customers who engaged in a chat before making a purchase, than those that did not use chat. (Forrester)

Here’s what you should look to achieve with Account-Based Chat:

Account Based Chat

THE RIGHT TIME

Your availability to answer questions and be helpful when needed is important to customers. In fact, 63% of customers are more likely to return to a website that offers live chat and 41% of online shoppers trust a brand more when they see a live chat option. With real-time visitor monitoring, you can capture and make the most of your customers’ online touchpoints by engaging them at precisely the right moment – when they’re on a pricing page, or deep into a product specifications page, or whichever trigger point you determine.

PRO TIP

When your agents aren’t available use an AI-powered chatbot to answer questions, complete basic transactions, or book time with a live agent.

THE RIGHT MESSAGE

Use proactive chat (invitation from you as opposed to waiting for the visitor to start the chat) to personalize their visit based on the page they’re on, if they’re a repeat visitor, and even based on their purchase history. You can identify VIP accounts this way and invite them to chat with an automated message that recognizes who they are.

Proactive chat (right) for a B2B packaging company.

1. Proactive chat (right) for a B2B packaging company.

Proactive chat (right) for an adventure travel company.

2. Proactive chat (right) for an adventure travel company.

THE RIGHT PLACE

Offer your target accounts live chat access across every available channel including web, mobile, and social media. From visiting your website, to trialing your product, to using your product, allow your customers to easily and instantly engage with your brand and frontline team at every stage.

PRO TIP

It’s important to treat your digital channels as a whole to ensure a great customer experience. When multiple teams are handling multiple channels, make sure your agents have access to the holistic customer picture with an agent console that is integrated with your CRM and other key systems.

THE RIGHT PERSON

Customers greatly appreciate a consistent and predictable experience at every stage in their journey with you, and will reward you with their loyalty the more you can deliver that. Let them connect with the same agent whenever they reach out, and they’ll feel the love. Use your chat system’s built-in rules and routing to recognize target accounts and connect them with the right team member every time.

PRO TIP

Make sure your live chat connects with your CRM system to route to account owners and alert them with a triggered notification.

THE WRAP-UP

Amplify your ABM program with Account-Based Chat and leverage the power of proactive conversations, routing, and integrations to create a personalized engagement strategy for your most lucrative accounts.