Today we find ourselves at the dawn of a new era, with generative Artificial Intelligence as the protagonist : the possibility of attracting the attention of our target accounts with ABM is combined with the possibility of generating hyper-personalized messages during the stay of our prospects on the site.
How can we make the most of pop-overs and what's new in the near future? Let's find out together!
ABM and pop-over in B2B
Account Based Marketing and Generative AI: An Overview
Among B2B digital marketing strategies, Account Based Marketing stands out for its objective: to reach not so much the widest possible audience, but rather a few specific target accounts , “overturning” the expectations and methodologies of classic inbound marketing strategies.
In recent years, Artificial Intelligence has revolutionized ABM. There are algorithms that are able, for example, to connect different scores assigned to users with data obtained through web, social and mobile channels, to offer the maximum possible value to both companies and prospects.
On the other hand, the personalization of the Customer Experience is the fundamental component of ABM and one of the most important challenges for any B2B company. On this level, the game of generative AI is played, still in progress .
We live in the era of hyper-personalization , finally achievable at scale. Thanks france phone number library to Large Language Models like OpenAI's GPT-4 and their applications, the possibilities of offering B2B customers personalized and targeted experiences no longer based on a market segment, but on the individual customer, are multiplying .
In this scenario, pop-over windows acquire a new value: before exploring their potential in the light of generative AI, however, it is good to review the basics of an element that is often underestimated, but capable of leading to great results.
Pop-overs and B2B Marketing: Are They Still Useful?
Present on the web since the 90s, for a long time pop-overs suffered from a bad reputation from visitors, because they were often used improperly.
Over the past few years, however, pop-overs have quickly come back into fashion on B2B websites too: rather than interrupting the user's browsing sessions, the most effective B2B pop-overs are able to intercept the visitor's identity and needs , proposing relevant offers that are in line with their needs.
The results, moreover, speak clearly: based on research conducted by the company Sumo analyzing two billion pop-overs, the average conversion rate of this type of call to action is almost 10% , with peaks even higher than 50% .
Don't want to miss the chance to successfully attract the attention of every second prospect with a well-designed pop-over? Follow these few best practices !
B2B Popover
