Traditionally, sales and Marketing teams rely on tactics such as lead capture forms, landings and generic web pages, and follow-up outreach to engage and convert prospects into sales. this tedious process requires average of eight touches Even to secure a meeting or other conversion.
How can marketers speed up this process and accelerate growth? Chatbots and conversational marketing offer an opportunity with a lot of potential.
Chatbots are increasingly becoming an integral part of marketing strategies as brands prioritize personalization and streamline multi-channel experiences. Companies that sync digital advertising campaigns to the chat playbook can achieve a high level of intent and engage leads at every stage of the funnel.
Take CRMNEXT, a CRM software provider, for example. When the company combined conversational marketing (chat) with ABM, the impact of marketing on the sales pipeline increased from 45% to 92%. It realized a 1,900% ROI, an 80% increase in the close rate, and a jump from 18% to 53%, which leads to sales acceptance.
The magic of ads+chat
What makes conversational marketing chatbots effective is their ability to incorporate data from the ABM platform on how their playbook engages buyers, interacts and personalizes them based on their segment, cohort, intent, and interest.
But first, chatbots must be designed with intent. Situational awareness is important, as is a design that delivers a seamless customer experience that requires as few clicks as possible.
Companies that sync digital advertising campaigns to the chat playbook can achieve a high level of intent and engage leads at every stage of the funnel.
In the B2B world, 75% of the job of a chatbot is to qualify leads. People want instant gratification; They don’t want the form. By using marketing bots and conversational marketing effectively, you can provide a more enjoyable and helpful experience to visitors, and protect reps with regular responses by automating qualifications on the front end.
Your chatbot should include a playbook that:
- Intelligently collect data from site visitors
- Trigger sales automation processes with both prospects and current customers
- Qualify oncoming traffic in real time
- create account lists
Intuitive Bot Playbook
While chatbots are designed to make life easier, most operate in one of two paradigms: linear or visual (like a flow chart). While each has its place, independently, they leave a lot to be desired.
Playbooks that utilize both visual bots and linear bot builders, and sync them dynamically, enable marketing and sales to tailor the right journey, creating more relevant, valuable experiences for prospects and customers. It also enables usability for go-to-market teams as they continue to optimize the experience to drive results.