The 6 Key Benefits of Conversational Marketing
You’ve already read about some of the positive results many different businesses have been able to achieve through Conversational Marketing. But those aren’t the only benefits you can expect.
Here are the six biggest benefits of using conversations to capture and qualify leads:
1. You create a more human buying experience
Even as B2B buying has become more digital, buyers still crave real-time interactions. With a Conversational Marketing software in place, your website no longer feels like an empty store without salespeople.
Now, you can actually say “hello” to the people taking the time to visit your site, allowing them to start a conversation when it’s most convenient for them. Through a positive site experience, you can build trust with your buyers so that, when it comes time to buy, you’ll be the first to come to mind.
2. You learn a ton about your buyers and customers
Lead forms are good for collecting contact info, but they’re not great at providing context. On the other hand, in a conversation, you can easily delve into why a buyer came to your site, what their biggest pain points are, and which product features are most important to them. Plus, you won’t have to second-guess whether a lead fits your ideal customer profile or is actually looking for support — you’ll know by the end of the conversation.
3. You convert more leads and better leads
81% of tech buyers who encounter gated content simply decide not to download it. Conversations can help you engage with these buyers who never would have filled out a lead form. That’s how global cybersecurity and compliance company Proofpoint saw a 147% increase in website visitor email submissions and a 578% increase in chat-sourced opportunities.
Chatbots can also help you pinpoint target accounts as well as visitors who have high intent to buy so that your sales team can focus their time and effort on those conversations.
4. You deliver personalized recommendations for site visitors
No two buyers are the same — and a conversational experience allows you to build on that. Instead of dropping unqualified leads or people who aren’t ready to buy, your chatbots can deliver relevant resources or work on nurturing those visitors to the next stage.
You can also draw on insights from your conversations to better tailor the buying journey for qualified leads. This is especially useful for uncovering opportunities to cross-sell and upsell to existing customers.
5. You shorten your sales cycle
Leads qualified through conversations — called conversation qualified leads (CQLs) — tend to close faster than leads qualified through traditional methods.
Using Drift, HR management company Zenefits was able to shorten their sales cycle from more than six months to as short as 12 days.
6. You help sales close more deals efficiently
Chatbots are prepared to engage with site visitors 24/7 — whether they are an executive from a target account or a completely new lead. This means that no opportunity will slip past you.
Intelligent routing also makes it easy for your sales team to jump into the conversation at the right time and with the right people, allowing them to focus on closing deals. Over the course of one year, Adobe saw their conversations lead to more than $47.2M in pipeline influenced.