4 Strategies to introduce Conversational Marketing in Your Organization
Marketers spend lots of money and time on their websites to generate quality leads that result in sales.
However, what do you know? Eighty-one of the Of tech-savvy buyers do not completely form when they see restricted content on the internet. In addition, 58 percent of businesses do not follow up with customers who complete forms. That means that future clients are getting lost in the gaps.
The conventional process of marketing qualified leads (MQL) harms both you and your customers.
However, you can fix the problem. Conversational marketing is the most effective way to initiate personalized and live-streamed conversations with your clients. Today, I will present the most effective methods in introducing Conversational Marketing in your company and share success stories of Validity, Tenable, Lacework, and Okta.
Our team recently discussed these strategies in the Drift webinar. If you'd like to view video recordings, you can find the complete video: Accelerate Pipeline through the power of Data & Conversations. If not, read on to learn more about the lessons learned.
1. Validity increased by 35% using Conversational Forms
Forms on their own aren't sufficient for interaction with customers. We know that it's not always feasible for businesses, especially large enterprises, to remove all forms from their websites instantly.
Conversational forms can be a mixed approach. Drift Fastlane lets you use your existing forms and transform them into more human.
When a user fills in an ordinary form on your website, The data may take days to consider. When you make a bot appear immediately after the customer has completed your form, you'll eliminate the wait time. Instead, you're able to speed up sales for qualified buyers immediately or schedule a follow-up meeting through Chat. This will allow you to offer your customers a unique experience.
The Validity, a reputable name for customer data quality, has recently implemented Fastlane. You can observe in the screenshot below when an interested buyer has completed an application on the Validity's "Schedule Demo' page; the bot is displayed.
2. Tenable has delivered high-quality leads to Sales 3x faster using Live Chat
Live Chat lets customers and buyers communicate online in real-time. Live Chat is an excellent method of facilitating human interactions in the digital age. (We suggest using chatbots instead of living Chat for customers you know are qualified, such as account targets. If not, it could be not easy to expand.)
Live Chat means that your customers will always be left in a bind. The sales staff can not be overwhelmed by large numbers of lead forms. Leads that make sense are sure to fall into the gaps.
The moment Tenable, the cybersecurity company, started with live chats, they discovered themselves working faster and more effectively.
With Live chat technology, Tenable began delivering high-quality leads to sales development representatives from all over the world (SDRs) more quickly. This means that their sales and marketing teams were more aligned. (A aim that we all have!)
Tenable also managed to reduce its response times to under sixty seconds.
3. Lacework raked in $7M in Marketing Sourced Pipeline with Chatbots
Chatbots are not new to marketers. However, knowing how to use them is a completely different ballgame.
Chatbots are a great tool for assisting customers. Your primary goal is to lead your customer to a certain result, no matter what that might be. If they're using an Account-Based Marketing (ABM) account, you could connect them with an agent for sales. If they're searching for some piece of content, you can assist them in finding the most current version or arrange a demonstration.
Here's an example. Lacework, a security company, has been fully embracing Conversational Marketing by using chatbots to bring sales reps into conversations with ABM prospects from the moment they arrive on their website. If the sales rep isn't available for a chat with the chatbot, it can schedule an appointment right there.
Through Conversational Marketing, instead of the lengthy process of identifying leads via emails and forms, Lacework also tripled their number of scheduled meetings.
4. Okta doubled MQL into SQL Conversion Rates using Virtual Sales Assistants
Chatbots based on rules are limited by strict control of chat experience. However, Virtual Selling Assistants (VSAs), or AI chatbots, give users greater freedom.
VSAs work with a method known as natural language processing (NLP), using both AI and human data. The aim of using NLP is to help computers recognize basic languages, that is, the human languages used by humans to communicate with each other. NLP lets VSAs improve their intelligence with time to respond to your needs like the best SDRs and CDRs (conversation development representatives).
VSAs can connect with qualified buyers to benefit your reps 24 hours a day. They transform your website into a lead generator by engaging with buyers outside the typical 9-5.
Here's what transpired when the identity and access management company Okta started using VSAs as part of their plan of action:
VSAs helped Okta drive more pipelines and discussions through their web traffic.
Final Thoughts
If you're still unsure about the best way to implement Conversational Marketing, ask yourself this What is your funnel working? Functioning? Are you experiencing an increase in conversion rates? Are your sales representatives constantly thinking about why they have an MQL that's not yet prepared to purchase?