Adobe and Drift Launch Industry-First Conversational Account-Based Experience for Marketo Engage
March 28 2019 - 9:00AM
Business Wire
Conversational ABM™ for Marketo Engage Empowers B2B
Marketers to Advance Personalization Beyond Content, Powering
Real-time Conversations with Target Accounts at Every Stage of a
Brand’s Digital Journey
Adobe (Nasdaq:ADBE) and Drift, the leading conversational
marketing platform, today announced Conversational ABM™ for Marketo
Engage, a first-ever 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 of Marketo Engage, 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. Conversational ABM™
for Marketo Engage brings live chat — one of the fastest growing
channels for B2B marketers — to Marketo Engage’s ABX solution and
enables Marketo Engage and Drift users to:
- Schedule meetings with top accounts
instantly: When contacts from previously-identified strategic
accounts visit a brand’s website, they will be able to skip the
website form and instantly book a meeting with the sales
representative that owns that account. This all happens while the
visitor is live on the website, no matter the time of day.
- Connect qualified people tied to key
accounts with the right sales representative faster:
Conversational ABM™ for Marketo Engage will automatically open a
fast lane for marketing qualified accounts (MQAs), directly
starting a conversation between them and the sales representative
assigned to the account.
- Create a personalized experience for
each customer: Depending on where the customer is in the
buyer’s journey, they will see a unique, personalized experience
that matches their path-to-purchase status each time they visit the
website.
- Prove conversation marketing
impact: Marketers will be able to track all Conversational ABM™
for Marketo Engage conversations and attribute them back to
revenue.
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.
Conversational ABM™ for Marketo Engage is available for
customers using Marketo Engage and Drift now. To learn more, visit
https://www.drift.com/integrations/marketo/ or
https://www.adobe.com/marketing/marketo.html.
About Drift
Drift is the new way businesses buy from businesses. With its
quickly evolving set of tools and playbooks, Drift is the world’s
leading conversational marketing platform, trusted by top
enterprise businesses like Marketo, an Adobe company, MongoDB,
Okta, Outreach, Vidyard, and over 150,000 other businesses. Sales
and marketing teams rely on Drift to connect now with the customers
who are ready to buy now. Based in Boston, Drift was founded by
serial marketing technology entrepreneurs David Cancel and Elias
Torres and is backed by leading venture capitalists including CRV,
General Catalyst, and Sequoia. Learn more at www.drift.com.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2019 Adobe Inc. All rights reserved. Adobe and the Adobe logo
are either registered trademarks or trademarks of Adobe in the
United States and/or other countries. All other trademarks are the
property of their respective owners.
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version on businesswire.com: https://www.businesswire.com/news/home/20190328005176/en/
Candace DeanAdobe817-919-3087cadean@adobe.com
Stefan OffermannAdobe650-536-4023sofferma@adobe.com
Lacey BerrienDrift203-331-2808lberrien@drift.com
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