How to implement an effective chatbot program – TechCrunch

How to implement an effective chatbot program – TechCrunch

How to implement an effective chatbot program – TechCrunch

Traditionally, sales and marketing teams have relied on tactics such as lead capture forms, landing and generic web pages, and follow-up outreach to connect with prospects and convert them into sales. This cumbersome process requires an average of eight touches to secure even a meeting or other conversion.

How can marketers accelerate this process and drive growth? Chatbots and conversational marketing offer one opportunity with a lot of potential.

Chatbots are quickly becoming an integral part of marketing strategies as brands prioritize personalization and orchestrate multi-channel experiences. Companies that sync digital ad campaigns with chat playbooks can engage high-intent leads at every stage of the funnel.

Take, for example, CRM software vendor CRMNEXT. When the company coupled conversational marketing (chat) with ABM, marketing’s influence on the sales pipeline increased from 45% to 92%. It also delivered a 1,900% ROI, an 80% increase in close rate, and an 18% jump to 53% from marketing qualified leads to sales adoption leads.

The ‘magic’ of ads+chat

What makes conversation marketing chatbots effective is their ability to incorporate data connected to an ABM platform into how their playbooks engage, communicate, and personalize buyers based on their segment, cohort, intent, and interest.

But first, chatbots have to be created on purpose. Situational awareness is important, as is design that delivers a seamless customer experience that requires the fewest clicks.

Companies that sync digital ad campaigns with chat playbooks can engage high-intent leads at every stage of the funnel.

In the B2B world, 75% of a chatbot’s function is to qualify leads. People seek instant gratification; they don’t want forms. By using marketing bots and conversational marketing effectively, you can provide a more enjoyable and helpful experience for visitors and avoid inundating reps with routine responses by automating front-end qualification.

Your chatbot should include a playbook that:

  • Intelligently collect data from site visitors.
  • Activate sales automation processes with both prospects and current customers.
  • Qualify incoming traffic in real time.
  • Create account lists.

The intuitive bot playbook

While chatbots are designed to make life easier, most operate in one of two paradigms: linear or visual (like a flowchart). Although they each have their own place, they leave a lot to be desired.

Playbooks that use both visual bots and linear bot builders and dynamically sync them enable marketing and sales to make the right journey, creating more relevant, valuable experiences for prospects and customers. It also enables usability for go-to-market teams while continuing to optimize the experience to get results.