The age-old disconnect between marketing and sales has been the status quo for so long it seems like an insurmountable problem. But that’s just perception. Conversational marketing offers a way to bring these two teams together around a single, cohesive buyer conversation. It recognizes that the buyer is in charge, and keeps everyone focused on empowering the buyer journey rather than trying to dictate it.
Conversational marketing takes full advantage of all the tools, technology, and data at our disposal. It creates better buyer experiences that drive better business outcomes. It builds trust and accelerates the buying journey.
As you begin exploring the potential of adopting conversational marketing within your own organization, keep in mind the core elements that go into building conversational marketing success:
Meet buyers where they are
Acknowledge that the buyer is in an evaluation process. Respect that. Concentrate on building trust. Listen carefully, and focus everything you do on empowering buyers on their own terms, not yours.
Audit every buyer touchpoint and eliminate anything that’s extraneous or that creates friction. Unnecessary forms, bad copy, irrelevant qualification conversations – get rid of anything that either slows the buyer down or derails them completely.
Create interesting, value-forward content
Always be adding value. Know how each conversation and each piece of content is making a positive difference for the buyer. The modern buyer has almost infinite choices. Make every interaction count.
Align everyone around the buyer journey
Use the conversational marketing philosophy to unify everyone’s efforts around the same playbook. Take advantage of the overlap created when sales gets involved earlier and marketing stays involved longer.