You just conceptualized the buying experience from the point of view of your future customers.
You can now put your marketer hat back on and start to think about how to create optimized flows to drive more qualified conversations between your buyers and your sales team.
The image above shows how to use the Conversational Framework to build your Drift Playbooks. Keep in mind, this is just an example workflow – each of your Drift Playbooks will differ slightly from this visualization.
We recommend you build your first three Drift Playbooks for your most highly trafficked pages. Those are probably your homepage, pricing page, and contact us.
As a reminder: We’re not going to ask you to rip out your forms and start thinking in this new way immediately. Conversational marketing can be used as a second net for your visitors who don’t want to fill out a form and wait for their question to be answered, or they’re ready to book a demo right now.
This is how you’re going to try and start a conversation. There are two common ways to engage with people.
Take into account where they are: Not just on your site but within their buying cycle. Make sure your messaging makes sense to them and what they need from you.
Ask – This is a great way to start conversations with organic or direct traffic. Asking a targeted question about the pain point your company helps solve will open up the conversation.
For example: The Drift homepage bot asks: Are you currently driving qualified conversations on your website?
Explain what your company will help them solve, why your visitors should choose you, and why other companies just like them have chosen you too.
This first question is what drives your Drift Playbook engagement rate. It’s a good place to hook your site visitor on your value prop.
Think of questions that are a win/win both for you and your site visitor. Questions that you as a business would love to know the answer to, and that your site visitors see the value in answering.
Stuck on what questions to ask? Take a look at your website’s headlines or even any email subjects lines you’ve seen have a high open rate.
Acknowledge – This is a great way to start conversations with returning traffic, targeted traffic, and traffic coming from ads or campaigns.
Acknowledge that those people are back to your site, or coming from somewhere else to make it clear you brought them over to your site for a reason. Then deliver that reason through your value proposition and social proof.
For your targeted accounts, acknowledging them by company name is a great tactic to use in your messaging. But don’t just have one catch-all targeted accounts message. Use Clearbit personalization tokens to make your playbooks include Company Name in all of your Playbooks so you can make your targeted accounts feel like VIPs.
For example: Our Google Adwords campaign Bot starts with “Thanks for coming all the way over here from Google. What caught your eye about our ad?”
Use personalization tokens for returning visitors. Bonus points if you acknowledge their first or company name.
Call out what page they’re on. For example, if someone is on your pricing page, you can say “Hey! Have any questions on pricing?”
Leverage website behavior. If someone has been to your site two or three times you can say “Welcome Back!”
UTM parameters are also valuable. Create playbooks based on your most common UTM source or keywords that brought users to the site.
Once someone starts engaging with you, you can mark them as a ⚡️CQL.
You may ask yourself: What is a ⚡️CQL (conversation qualified lead)? Great question! It’s a way to measure how qualified a person is as they move through your Bot flow. Once you get certain pieces of information from your future buyers, they become conversation qualified leads, CQLs. There’s a scale of ⚡- ⚡⚡- ⚡⚡️⚡️ that can help you determine how qualified a lead actually is.
At this time you want to start to understand more things about who you’re engaging with. Getting a better sense of who they are and what they need will be key to recommending the right next step. We suggest using questions that give you a better understanding of how the prospective buyer would use your product or service.
Qualify – What kinds of questions do you need to ask that are 100% necessary for your sales team to know? Are there other questions your team can ask once the visitor has answered a few? Make this as painless as possible.
Have the bot do some of the heavy lifting for your sales team. Think of two to three questions that your sales team always asks and have the bot ask them instead.
You can map all of the answers given in a bot to attributes that you can pass into your CRM. Drift will talk to your existing systems to make sure your source of truth stays your source of truth.
For example: At Drift, we need to know what website people want to use Drift on, and their company size. Our reps will ask further questions like which Marketing Automation or CRM they use, but that is not necessary for initial qualification to get users actually talking to our reps.
For real examples check out the Conversational Marketing Blueprint Worksheet.
Stay away from form type questions like first name, last name, and company name. If they give you a business email, you’ll know which company they’re with.
*Pro tip: You can filter out personal emails with Drift’s email capture skill.
Once we capture someone’s email within a playbook, we’ll use Clearbit Enrichment to populate contact level information, allowing you to focus on truly qualifying questions within the playbook.
After you’ve captured all the information you need to know about a user, that’s when they can become a ⚡️⚡️ CQL OR once you’ve disqualified someone, they can be marked as disqualified.
Route – Leverage geography, URL/website behavior, firmographic information, LeanData (coming soon), or your Salesforce Routing Rules to make sure the right rep is routed into the conversation at the right time.
If you have current routing rules in place, you can most likely replicate them within Drift.
If you have Salesforce, you can route identified contacts based on their Account, Contact, or Lead Owner in Salesforce.
The most basic routing rule is to do a round robin between team members.
Example of URL based routing rules:
Example of Geographic AND Firmographic Routing Rules:
Example of Salesforce Routing Rules:
Disqualify – Just as important as qualifying, what are some of the major disqualifiers for your company? Make sure you ask those question so you can make sure you’re only talking to the right people for you.
Leads that have been disqualified can be guided to other parts of your website so they can do some self-learning but should not be routed to your team.
This is the final action taken in your bot. You can recommend more than one action to be taken if someone doesn’t want to perform the first.
For example: We always ask our qualified leads if they’d be interested in booking a demo to chat with our team. If they aren’t ready to do that yet, we offer up another resource, like our video demo, and ask for an email before we send it to them.
That way we still capture all the information we’re interested in gathering, even if they don’t take the first recommendation we provide.
Chat now – Route in the conversational development rep (CDR), business development rep (BDR) or sales development rep (SDR) to have a conversation
Meet now – Send a meeting invite for a CDR/BDR/SDR or account executive calendar
Schedule – Drop a connected calendar of the CDR or AE into the conversation
Guide – If someone isn’t ready to book a meeting just yet, ask them what kinds of resources they’d be interested in reading. Share content that helps pull themselves further down your funnel. For example:
- Subscribe people to an email list – typically a great use case on blog pages.
- Deliver more in-depth content such as ebooks or white papers that are relevant to the content they’re currently consuming.
- Nurture the visitor on their buyer journey. You can capture the visitor’s information and add them to your most relevant nurture campaign.
Nurture – Ask for an email and enroll users into a nurture sequence if they’re not ready to get on board just yet
Add visitors to a Dynamic Segment based on attributes or specific actions they have taken within a playbook and show them a more specific playbook when they return to your site.
For example: If a visitor booked a meeting in the initial playbook they engaged with, the next time that person comes to the site, rather than showing them the same questions they already answered, you can provide them with a more targeted experience.
Enroll them in a triggered email that sends them a resource.
For example: if someone says they are just browsing, or you mark them as not qualified right now, you can send them an email to keep them engaged, whether it’s driving to a resource or to book a meeting.
Once someone has completed the flow, and taken your recommendation, you’ve captured all the information you need to know about a user, that’s when they can become a ⚡️⚡️⚡️ CQL. If the user could still use more nurturing, they weren’t ready to take a meeting, etc, you don’t have to mark them with all 3 ⚡️s just yet.
To bring it all together – he combination of ‘who they are’ + ‘where they are on their journey’ + ‘what is the desired outcome’ should inform the conversations you’re having with your buyers.
Make starting conversations your most important goal as a marketer.
Buyers don’t want to be put through your process anymore. They want to buy on their terms.
Use the conversational marketing blueprint to evolve your website from a catalogue that’s static and the same for everyone to a personalized experience for each buyer. Make the website experience as personal as the experience you have when going into your favorite store or hotel.
It’s about helping people find the thing they’re looking for as fast possible. It could be an answer, an idea, a solution, or a product. Help them find it through the power of conversations.
5 Key Benefits of Conversational Marketing
- Nurture your MQLs in seconds
- Instantly respond 24/7/365
- Convert more leads
- Book more qualified meetings
- White glove for strategic accounts