Overcoming Digital Fatigue: How Conversational ABM Can Confront The Marketing Oversaturation Problem

Conversational interactions offer the opportunity to flex the full powers of ABM’s personalized approach while avoiding the potentially detrimental drawbacks of digital fatigue.

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Conversational marketing is fast becoming a core offering for enterprise ABM marketers – but scaling the nuance and complexity of a human-to-human dialogue takes more than a chatbot app. Comprehensive orchestration across the enterprise, accelerated by the power of artificial intelligence (AI), is a must to achieve real-time conversations that are satisfying and effective.

Conversational modes are growing in popularity with B2B buyers, 22% of whom say they find tools such as live chat helpful on B2B vendor websites, according to Forrester Research. But scaling these capabilities proves difficult: Forrester found that three-quarters of marketers using chat employ automated chatbots, and 65% use virtual assistants – but these interactions often can stall in frustrating loops, reach dead ends, or devolve into outright nonsense. Or they can repeat or contradict messaging in other channels, making conversational marketing an isolated silo that does little to advance decision-making in buyer groups.

To avoid these awkward conversations, ABM practitioners need to marshal all the data at their command – not just within their teams but across organizations – and leverage the power of artificial intelligence (AI) to ingest, process, and interpret incoming signals in real-time. Forrester research has found that just a quarter of B2B marketers using chat combine it with AI to optimize conversational marketing dialogue.

But an algorithm is only as good as its data, teams, and processes. Research from MRP and Demand Metric found that fewer than a quarter of ABM initiatives earn significant revenue – and those leading practitioners share a set of common principles and practices that drive success.

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