As the world embraces a more hybrid culture with a greater focus on enhancing digital buying journeys, marketers are faced with the challenge of not only driving more traffic to their brand website and other online channels (like social media pages), they have to identify the best-fit audience from their visitors to prioritize and personalize marketing efforts and marketing messaging to enable faster and higher (read: better quality!) conversions.
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Marketing leaders with a thorough understanding of how marketing technologies can help identify website visitor behavior also use enhanced capabilities to automate campaigns suited to those buying personas, with the aim of nurturing them to make a purchase. This is where intelligent chatbots and conversational marketing can be deployed to boost how brands interact with relevant prospects, at scale, to drive deeper customer engagement that yields monetary results.
Conversational Marketing: can Help You Change The Way You Make Customers Buy
Messaging is quick, easy and with today’s AI powered chatbots and conversational AI platforms, it is not difficult for marketers to create workflows and programmable messages built to move prospects and customers through the buying stages.
Conversational marketing can help build better customer relationships and create authentic journeys in real-time. The trick lies in building out a chatbot or conversational marketing framework that helps your website or campaign (including landing pages) stand out.
Conversational Marketing: to make Landing Pages Interactive and Drive Conversions
For your events registrations, webinar forms, whitepaper landing pages and mostly everything else in this bracket, a typical call to action button ranges from ‘’download now’’ to click here to read more to ‘get the full report’ or ‘’book a call’’ – as the case may be.
Placing a chatbot here to interact with the prospect or reader while they contemplate whether to share their email and other details with your brand can initiate a better response and boost conversions or lead captures.
Marketers can use conversational marketing at this juncture to also share a quick/brief overview about the report or event that’s been gated, to ask prospects what exactly they are interested in, to recommend other pages to read or products to browse. A well planned conversational marketing flow can create an interactive experience that allows the prospect to stay on the website longer and interact with the brand out of actual interest.
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Conversational Marketing: to Shorten the B2B Sales Cycle and Buying Journey
Intelligent chatbots can be deployed easily to drive conversational marketing and ensure that there is a 24/7 constant support and live interaction offered through your website.
Intelligent chatbots can be set up to help marketers understand their leads better and help them identify what those leads really want within a shorter timeframe because it cuts through the typical – fill a form->capture lead details -> book a sales -> or -> discovery call -> put-lead-into-nurture cadence cycle.
The typical B2B approach can take days, but programming chatbots to respond to customer queries and collect their responses in centralized systems can help marketers use this data to drive impactful conversations based on the level of their buying interest, instantly. If a prospect has directly asked for more pricing information for a particular product or service for instant, it is that much easier to send a personalized offer or package that will drive them to purchase.
Chatbots can be set up to ask qualifying questions that a sales rep would have otherwise had to ask through a series of follow up calls or emails. Well-structured conversational marketing cadences allows sales and marketing teams to optimize their time and resources.
Chatbots can help marketing and sales people segregate between leads that are sales-ready and those that need to be placed into a nurture cadence of some kind.
Conversational Marketing: to Advise your Customer and Book Direct Sales Calls
Customers and prospects like discovering new things and they also like knowing what can help them do their job better. Many a times, brands might have the right features or capabilities to help their prospects but might miss out on informing them of these capabilities at the opportune moment.
A chatbot can be set up to recommend the next best steps the prospect should take, to help them know more about the benefits of your product or service. Using conversational marketing to get prospects to read certain collaterals based on their interest or actual questions/concerns for instance is one way of driving customer interactions.
This is where marketers can also set their chatbots to get prospects to directly book a sales call with sales reps by sharing a calendar link or embedding a direct calling facility to help them connect with a sales rep instantly.
Automating this step can save a lot of time on prospecting and allows sales teams a better chance to reduce delay between a prospect showing interest and getting onto that first call.
In A Digital Buying And Selling Environment; Conversational Marketing Serves A Great Number Of Benefits!
Conversational marketing and a strong conversational marketing framework can help capture more leads and qualify them before assigning them to the relevant sales rep. With the advances in today’s conversational marketing platforms, brands can create more humanized experiences while consistently growing their sales pipeline.
Marketers can constantly evaluate their conversational marketing messaging framework and keep improving on it to ensure they keep getting more traction including sales bookings and direct purchases through this channel.
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