Account-Based Marketing Skill
Account-Based Marketing (ABM) at Conversica:
Conversational AI Takes on Account-Based Marketing.
The Story
The AI-powered conversations I built at Conversica were interesting, but I knew I could do more. I created a set of conversations that pushed the limits of what my company had previously achieved. These conversations offered more customization and a more detailed approach than anything else offered by the company—they answered the question, “What if we could use conversational AI to tackle account-based marketing at scale?”
My Role
Researcher I started by researching ABM. I had no prior knowledge of the subject, but utilized online articles from industry leaders, as well as LinkedIn Learning courses, to learn about the world of account-based marketing.
Product Manager With my newfound knowledge, I created several drafts of conversations that fit the ABM use case. These conversations were more complex than the company’s usual offerings because they contained more customizable fields, which led to more possible phrases that needed to be written. I requested feedback on my conversation drafts and, when I made my choice about the conversations, I wrote all of the content for each conversation and then put the conversations together using our internal tools. I also made alternate conversation flows for each conversation, giving users the ability to add links or change the objective they were driving for in their usage of the conversation.
Documentation Writer I created and published the documentation for the conversations and ensured it lived in the correct place within our help centers.
Performance Tester When the conversations were in use, I periodically ran reports to determine the performance of the conversations.
Product
The ABM skill provides three AI-powered conversations that reach out to leads using an account-based marketing approach. Each conversation has multiple different conversation flow options, meaning the user can select whether they want the conversation to drive toward a call with the customer, send information, provide a link in the first message, and more.
The ABM conversations provide more customizable fields than any of the other conversations Conversica offers. These fields can be filled in the interface by the user, or the user may choose to upload a spreadsheet with the fields filled out in a column per customer. The result is a set highly customizable conversations that users can use to reach out to high quality leads.