3 Takeaways for Evolving Your Account-Based Sales Strategy with AI

Consider replacing lead capture forms with intelligent chat bots.
Set up personalized welcome messages for target accounts.
Include links that trigger chat bot conversations in your outbound emails.

What keeps customers from filling out one of your email capture forms? Is it because they don't believe you will deliver what you say? Is it because it's too long? Too short?

According to research, 57% of email subscribers spend anywhere between 10-60mins browsing marketing emails during the week.

A good marketer is aware of the need for a clear value proposition. However, the value proposition must continue at the process level where you ask for a response from your customer.

With the rise of messaging, the traditional approach of forcing people to fill out forms and following up via phone or email is losing favor.

In order to optimize for long-term growth, marketing and sales teams need to adapt to changing customer communication preferences.

The future of lead generation might not be entirely form-less, but it seems likely that messaging will play a more and more significant role. And thanks to bots, using messaging for lead capture campaigns is not only possible, but scalable.

1. No One Wants to Fill Out Static Forms Anymore

2. Interactive Experiences Produce Higher Engagement Rates

3. With Higher Engagement Comes Higher Conversions

4. Interactive Experiences Are Highly Customizable

5. It’s Easier to Differentiate Yourself From Your Competitors

6. Static Lead Forms Can’t Capture the Amount of Data Digital Marketers Need

7. Consumers Retain More Information

The single-column form was faster to complete.Survey participants completed the linear, single-column form an average of 15.4 seconds faster than the multi-column form. This was significantly faster at a 95% confidence level.

The 4 W’s strategy brings us back to what matters, allows us to build a solid strategy and prevents us to skip steps in the process.

Who?
Which of your buyer’s persona are you targeting? What are their needs and expectations? Do they have specific behaviors or habits when it comes to forms?

What?
Does your value proposition meet your visitor segment needs? What are you giving in exchange of your visitors’ information?

Where?
Where will your form be? At the bottom of the page, above the fold, in a sticky bar, a pop-in, …?

When?
When in the buyer journey does a visitor comes across this form? How does it integrate with the other forms on your website?

"1) In the header
2) At the top of your homepage
3) On the left side
4) In popup windows
5) At the bottom of your blog posts
6) In the footer"

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