Press release

Adobe and Drift Launch Industry-First Conversational Account-Based Experience for Marketo Engage

Sponsored by Businesswire

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
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

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

About Adobe

Adobe is changing the world through digital experiences. For more
information, visit

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