Conversational marketing or conversation marketing is a one-to-one approach to marketing that companies use to shorten their sales cycle, learn about their customers, and create a more human buying experience.
Instead of forcing people to go through lead capture forms and wait days for a response, conversational marketing uses targeted messaging and intelligent chatbots to engage with leads in real-time (like when they’re live on your website). Making it easier for people to connect with your company will help you convert leads faster. It’s the rare move that will make you and your prospects happier.
There’s a problem with the way we’ve been taught to market and sell—it no longer matches how customers like to communicate.
Think about it—when you’re not talking to someone face-to-face, where do most of your conversations happen? For most people, the answer looks a lot like this:
People love communicating with messaging because it’s fast, frictionless, and actually feels like a conversation. So it’s not surprising that 90% of consumers want to use it to communicate with businesses (and the majority prefer it over email) according to a recent survey from Twilio.
But most businesses are still forcing customers to jump through endless hoops before a conversation can ever take place:
Customers don’t have time for this anymore, and the numbers show it:
The B2B buying process has become cold, impersonal, and way more painful for the buyer than it needs to be. The fix? We need to make business actually feel personal again.Conversational marketing gives marketing and sales teams a way to finally have real-time, scalable conversations that close leads faster.
Implementing conversational marketing doesn’t force you to blow everything up and start from scratch. It’s more like turning on a new lead-gen channel that complements your existing marketing efforts. We boiled it down to a simple methodology called “Capture, Qualify, Connect.” It shows you step-by-step how to start using conversational marketing to convert more of your traffic into qualified leads.
Let’s break down each step.
What happens when you let visitors instantly start conversations on your website instead of forcing them to fill out forms before they can talk to anyone? For most businesses, it means higher conversion rates, more opportunities, and a more personal experience with the customer. When visitors click to contact sales or book a demo, you can start a real-time conversation that automatically captures any contact info they enter. But it doesn’t have to end there—keep the conversation going and continue moving leads through your funnel instead of forcing them to wait for a follow-up email.Scale conversations with intelligent chatbots
You can’t have someone operating chat on your website 24/7. That’s why we built intelligent chatbots that make conversational marketing scalable. They can capture leads, qualify them, and book meetings even when you’re offline.Filter out noise so you can focus on your best buyers
You can also send targeted messages to the visitors who seem most likely to buy instead of waiting for them to initiate the conversation. Whether you want to offer assistance to people browsing your pricing page or check in on repeat visitors, now you can proactively reach the people who are serious about buying and filter out the ones who aren’t.
The typical approach to qualifying leads takes days of marketing automation and nurturing emails. But according to a study from Harvard Business Review, companies need to respond within five minutes of initial contact to have the best chance of qualifying a lead. Wait any longer and your odds of qualifying them decrease by 400%. With conversational marketing, chatbots keep you available 24/7 to respond to new leads instantly. Chatbots can even qualify those leads for you in real-time instead of forcing them to wait on follow-up emails.Let bots ask qualifying questions for you
Just give your bot the same questions you already ask on form fields or initial qualifying calls and it’ll do the rest. You’ll speed up response time and ensure your reps end up talking to people who fit your ideal customer profile.Spend time with only the best leads
Bots can also disqualify visitors, saving your reps valuable time. Whether someone should be talking to support instead of sales or just isn’t a good fit for your product, they’ll make sure you’re only spending time with leads who are likely to buy.
Bots are great at capturing and qualifying leads, but nothing beats human-to-human interaction once it’s time to close the sale. That’s why bots use intelligent routing to connect leads to your sales team and even book meetings for them automatically—so your reps can focus 100% on selling.Route leads to reps based on sales territory
With intelligent routing, bots will always make sure the right leads go to the right reps. If you have multiple reps in the same territory, leads can be assigned on a rotating basis.Bots book meetings when your sales reps aren’t available
Once sales reps connect their calendars, bots can book meetings for qualified leads directly from conversations. Your sales team will appreciate waking up to calendars full of high-quality meetings.
You’ve already seen 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 five biggest benefits of using conversations to capture and qualify leads:
To see how top marketing and sales teams are using conversational marketing to get closer to their customers, check out these resources:
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