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Conversational Marketing Examples

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The world’s fastest growing companies are using chatbots to generate leads 24/7/365–but much of Conversational Marketing is still a myth to the majority
of marketers. This session will shatter the myth and provide practical insights that can turn your website into a world-class showroom that provides every visitor with an experience that leaves them feeling like a VIP.

Published in: Marketing
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Conversational Marketing Examples

  1. 1. @DAVEGERHARDT @DRIFT Hey. I’m Dave Gerhardt.
  2. 2. @DAVEGERHARDT @DRIFT
  3. 3. @DAVEGERHARDT @DRIFT Hey. I’m Dave Gerhardt.
  4. 4. @DAVEGERHARDT @DRIFT
  5. 5. @DAVEGERHARDT @DRIFT Conversational Marketing
  6. 6. 15 Conversational. .Marketing Examples. @DAVEGERHARDT @DRIFT That Will Give Your Business An Unfair Advantage In 2019 *And You Can Leave With Them All To Add To Your Swipe File Today*
  7. 7. .JUNE 2016.
  8. 8. .JANUARY 2019.
  9. 9. @DAVEGERHARDT @DRIFT
  10. 10. @DAVEGERHARDT @DRIFT I want to make sure you get your copy today. *
  11. 11. @DAVEGERHARDT @DRIFT NOW.
  12. 12. @DAVEGERHARDT @DRIFT Why Now Matters (It’s not just that we don’t like waiting...)
  13. 13. @DAVEGERHARDT @DRIFT 1.Options 2.Information
  14. 14. @DAVEGERHARDT @DRIFT Options (Competition)
  15. 15. @DAVEGERHARDT @DRIFT Information
  16. 16. @DAVEGERHARDT @DRIFT Infinite Supply
  17. 17. @DAVEGERHARDT @DRIFT Infinite supply = buyers have the power.
  18. 18. @DAVEGERHARDT @DRIFT
  19. 19. @DAVEGERHARDT @DRIFT There’s a new rule for business today.
  20. 20. @DAVEGERHARDT @DRIFT Whoever makes it .easier. to buy wins.
  21. 21. @DAVEGERHARDT @DRIFT
  22. 22. @DAVEGERHARDT @DRIFT But there’s one industry still behind.
  23. 23. @DAVEGERHARDT @DRIFT Us. Sales & Marketing.
  24. 24. @DAVEGERHARDT @DRIFT
  25. 25. @DAVEGERHARDT @DRIFT .LATER.
  26. 26. @DAVEGERHARDT @DRIFT
  27. 27. @DAVEGERHARDT @DRIFT “Hey Dave! Just calling because...”
  28. 28. @DAVEGERHARDT @DRIFT *Not just saying this because it fits well in my story. .Look at the data..
  29. 29. @DAVEGERHARDT @DRIFT of buyers .avoid. filling out forms when they encounter gated content. 81%
  30. 30. @DAVEGERHARDT @DRIFT “More than .75 percent. of B2B purchases today involve limited interaction with individual salespeople. B2B buyers are increasingly expecting the same levels of service they receive as consumers.”
  31. 31. @DAVEGERHARDT @DRIFT “Contacting a salesperson occurs .later. in the typical purchase process, and sometimes not at all. By the time a sales rep gets involved, buyers already have a wealth of information about company reputation, product specifications and reviews of successes or failures.”
  32. 32. @DAVEGERHARDT @DRIFT “There’s a new B2B buyer out there—one who does not expect, and in many cases .does not want., to deal with a salesperson until it is time to close the deal. More than three-quarters of all B2B purchasers today, including both small businesses and enterprise customers, have only limited interaction with salespeople.”
  33. 33. of companies didn’t respond < 5 min. 90% drift.com/blog/lead-response-report-2018/
  34. 34. of companies didn’t respond (at all). 58% drift.com/blog/lead-response-report-2018/
  35. 35. @DAVEGERHARDT @DRIFT This is where Conversational Marketing comes in.
  36. 36. @DAVEGERHARDT @DRIFT Conversational Marketing connects your business .NOW. with the people ready to buy .NOW.
  37. 37. @DAVEGERHARDT @DRIFT And the results have been blowing away traditional marketing and sales.
  38. 38. @DAVEGERHARDT @DRIFT Opportunities Pipeline Influenced Closed Won Influenced Conversations $13M $5M Over 12 Months... 12k 481 .Database platform in NYC.
  39. 39. @DAVEGERHARDT @DRIFT Opportunities Pipeline Influenced Closed Won Influenced Conversations $40M $16M Over 10 Months... 7k 140 .Communication. .platform in SF.
  40. 40. @DAVEGERHARDT @DRIFT Opportunities Pipeline Influenced Closed Won Influenced Conversations $400M $31M Over 6 Months... 13k 3k .Security company in SF.
  41. 41. @DAVEGERHARDT @DRIFT Notice one thing in all those funnels? Everything starts with a .conversation.
  42. 42. @DAVEGERHARDT @DRIFT A sale doesn’t get made unless a conversation happens.
  43. 43. @DAVEGERHARDT @DRIFT And you don’t have to worry about being there to answer questions all day. (Or who’s going to staff this?)
  44. 44. @DAVEGERHARDT @DRIFT .24/7/365.
  45. 45. @DAVEGERHARDT @DRIFT 15 Conversational Marketing Examples 1. The Second Net 2.The Tour Guide 3.The Pricing Page Concierge 4.The Demo Bot 5.The Email List Supercharger 6.The Event Registration Bot 7.The Paid Traffic Converter 8.The Lead Magnet 9. The Swag Bot 10. The Competitive Concierge 11. The “You Come Here Often” Bot 12. The Fast Lane Bot 13. The Dream Client Finder aka The ABM Bot 14. The Conversation Starter 15. The Conversational Homepage PS. Don’t worry about notes. I’ll share how to get all these examples at the end.
  46. 46. @DAVEGERHARDT @DRIFT #1 The Second Net
  47. 47. #TCS2019@DRIFT #1 The Second Net ● The EASIEST place to start / dip your toe into Conversational Marketing ● You do not need to REPLACE your forms, but what if you had a second net? ● Find high intent places on your website where this would make sense ○ Request A Demo ○ Contact Us ○ Services Inquiry ● Unlike a form, this second net can be PROACTIVE - go get people! ● Ask fewer questions if the page is HIGH INTENT - let them skip the line
  48. 48. @DAVEGERHARDT @DRIFT #2 The Tour Guide
  49. 49. @DAVEGERHARDT @DRIFT No one wants to be marketed to. No one wants to be sold to. But most people want HELP.
  50. 50. @DAVEGERHARDT @DRIFT
  51. 51. #TCS2019@DRIFT #2 The Tour Guide ● Not everyone knows what they want, so how can you help? ● The Tour Guide = a 24/7/365 assistant ● Your goal is to start conversations, just like you would in-person ● Just like great copywriting: first line, second line, third line, etc. ● Goal = No Dead Ends. See if you can make an ENDLESS FUNNEL ● Tailor it: offer up content specific to the path that person went down
  52. 52. @DAVEGERHARDT @DRIFT #3 Pricing Page Concierge
  53. 53. @DAVEGERHARDT @DRIFT For most companies, this is the highest intent page on their website.
  54. 54. @DAVEGERHARDT @DRIFT (But it’s also the most CONFUSING & highest FRICTION)
  55. 55. @DAVEGERHARDT@DRIFT #3 Pricing Page Concierge ● The name is exactly how you should use it ● A concierge goes and finds the right answers ● Be helpful, but skip the small talk. Talk about PRICING. Be SPECIFIC. ● Use the bot to push people to someone on your team if pricing is not easy to explain over chat ● PS. We also use this in-app for upgrades (great for free trial or freemium)
  56. 56. @DAVEGERHARDT @DRIFT #4 The Demo Bot
  57. 57. @DAVEGERHARDT @DRIFT
  58. 58. @DAVEGERHARDT@DRIFT #4 The Demo Bot ● The goal here should be to remove friction. Demo = high intent ● Because it’s high intent, stick to the critical questions (you can ask more later) ● PS. With the right data enrichment, you can ask very FEW questions here ● If someone does not want a demo, don’t just say “OK BYE” ○ You might like our blog… ○ You might like our podcast… ○ Want to join our email list? ○ When would you be ready? ● Remember: ENDLESS FUNNEL
  59. 59. @DAVEGERHARDT @DRIFT #5 The Email List Supercharger
  60. 60. @DAVEGERHARDT @DRIFT
  61. 61. @DAVEGERHARDT@DRIFT #5 The Email List Supercharger ● Be HELPFUL. Copy should be about how your content can help your visitors. Give them a reason to subscribe. ● Great way to grow your list because it can be CONTEXTUAL ○ Like this post? You might also like this one…” ○ Looking for more content about [BLANK], follow me over here ● And it feels CONVERSATIONAL and personal to me vs. a form / pop-up box ● Time it right - maybe you don’t need to show this on someone’s first visit ● This can be proactive OR based on an action (button click; use it as a CTA)
  62. 62. @DAVEGERHARDT @DRIFT #6 The Event Registration Bot
  63. 63. @DAVEGERHARDT @DRIFT
  64. 64. #6 The Event Registration Bot ● If you’ve ever done an event, you know people will have a MILLION questions ● This one is similar to the pricing page, but see people ask much more questions ● Think of this almost as an “FAQ” bot ● During event season, we have someone sit there all day to help sell ● You can also track registrations just by adding UTM params to the registration page the bot serves up #ROI @DAVEGERHARDT @DRIFT
  65. 65. @DAVEGERHARDT @DRIFT #7 The Paid Traffic Converter
  66. 66. #7 The Paid Traffic Converter ● Know your traffic and match the conversation to them ● For example: paid traffic is typically colder, so don’t just right to DEMO ● Be relevant & pull in the context from the Source & Medium (Facebook, Google, etc.) ○ This is one of the easiest ways to start more conversations. “how’d you know!” ● For your AdWords junkies out there, you can get suuuuuper specific, matching keywords to conversations ● If you are paying for the traffic, why wouldn’t you give them the concierge experience? @DAVEGERHARDT @DRIFT
  67. 67. @DAVEGERHARDT @DRIFT #8 The Lead Magnet
  68. 68. @DAVEGERHARDT @DRIFT
  69. 69. #8 The Lead Magnet ● Give them the content/thing NOW vs. waiting to get an email ● Can get super creative here: ○ Download the whole thing right now ○ Get the first chapter for free ○ Make all of the content free (i.e. don’t gate it), but have a killer UPSELL ■ Put in your email and I’ll send you a video on the behind the scenes ■ Put in your email and I’ll send you the bonus (related offer) ■ We also gave away the whole book free on the page, but said “if you want it via PDF so you can read later” @DAVEGERHARDT @DRIFT
  70. 70. @DAVEGERHARDT @DRIFT #9 The Swag Bot
  71. 71. @DAVEGERHARDT @DRIFT
  72. 72. #9 The Swag Bot ● Also another way to do a lead magnet ● But this gets KILLER if you integrate with a fulfillment provider (ex: Sendoso) ○ Capture all the data (size, address, etc.) ○ Salesforce/CRM to log activity ○ Pings Sendoso to then ship the t-shirt ○ Alert you or sales rep when t-shirt arrives ● Also seen this done with coffee (send a coffee right now) ● Would be a great play for VIP traffic (repeat visitors, customers, etc.) @DAVEGERHARDT @DRIFT
  73. 73. @DAVEGERHARDT @DRIFT #10 The Competitive Concierge
  74. 74. @DAVEGERHARDT @DRIFT
  75. 75. #10 The Competitive Concierge ● Very similar to the paid traffic / referrer bot from earlier ● You will know EXACTLY how someone got to this page (i.e. Google Search or SEM - very specific to a keyword) ● BUT, here the focus is SWITCHING, so remember the cognitive load is high ● How can you help navigate the switching process vs. just trying to sell here? ● Goal on this page is to have conversations - keep them going, give people the information they need @DAVEGERHARDT @DRIFT
  76. 76. @DAVEGERHARDT @DRIFT #11 The “You Come Here Often” Bot
  77. 77. @DAVEGERHARDT @DRIFT
  78. 78. @DAVEGERHARDT @DRIFT
  79. 79. #11 “You Come Here Often” Bot ● You know that feeling when a waiter or coffee shop knows you? ● That’s this -- but we rarely do it on our websites (and if we do, it’s just changing the homepage copy vs. trying to have a conversation) ● This one of the easiest ways to boost conversions on your website & blog, because people want to feel the love & attention @DAVEGERHARDT @DRIFT
  80. 80. @DAVEGERHARDT @DRIFT #12 The Fast Lane
  81. 81. @DAVEGERHARDT @DRIFT
  82. 82. #12 The Fast Lane Bot ● Using data enrichment OR data we already have to let people skip the line ● For example: B2B, > 100 employees, in the U.S., using Marketo ● Not named accounts, but people we know are the right fit (can be based on anything) ● Can also personalize to pull in company name, competitors they might be using, or to serve up relevant case studies by industry @DAVEGERHARDT @DRIFT
  83. 83. @DAVEGERHARDT @DRIFT #13 The Dream Client Finder
  84. 84. #ABM@DRIFT ABM
  85. 85. #13 The Dream Client Finder ● So many companies have Top 10 Top 100 Top 1,000 ABM WHATEVER ● But then treat them like everyone else... ● Similar to Fast Lane, but here it’s a specific set off accounts (i.e. Top 100) ● Then show the actual person who owns that account, so they know they don’t have to go through “the process” ● Sales rep can get notified on phone/desktop, and swipe right into a conversation ● If they aren’t there, bot can hop in and book a meeting for late @DAVEGERHARDT @DRIFT
  86. 86. @DAVEGERHARDT @DRIFT #14 The Conversation Starter
  87. 87. @DAVEGERHARDT @DRIFT
  88. 88. #14 The Conversation Starter ● The rules of marketing STILL apply - don’t forget ● Great copy, headline, hook, and offer will get you more conversations ● “Hi there” or “What brough you here?” vs. “Click here and get $500!” ● Think: what would you say in-person? Or what would stop someone in their tracks to talk to you ● PRO TIP: The preview text is 100 characters ● Some favorites: ○ Psst. Down here. Can I ask you a question? ○ Hey [COMPANY NAME]. Can I ask you a quick question? ○ Just curious, what if ___ or What would you do if ___ @DAVEGERHARDT @DRIFT
  89. 89. @DAVEGERHARDT @DRIFT
  90. 90. @DAVEGERHARDT @DRIFT #15 The “What If Your Homepage Was A Conversation?!”
  91. 91. @DAVEGERHARDT @DRIFT
  92. 92. @DAVEGERHARDT @DRIFT You need to figure out what works for your business (but I wanted to help get the ball rolling with ideas).
  93. 93. @DAVEGERHARDT @DRIFT 15 Conversational Marketing Examples 1. The Second Net 2.The Tour Guide 3.The Pricing Page Concierge 4.The Demo Bot 5.The Email List Supercharger 6.The Event Registration Bot 7.The Paid Traffic Converter 8.The Lead Magnet 9. The Swag Bot 10. The Competitive Concierge 11. The “You Come Here Often” Bot 12. The Fast Lane Bot 13. The Dream Client Finder aka The ABM Bot 14. The Conversations Starter 15. The Conversational Homepage PS. Don’t worry about notes. I’ll share how to get all these examples at the end.
  94. 94. @DAVEGERHARDT @DRIFT BUY IT RIGHT NOW
  95. 95. @DAVEGERHARDT @DRIFT Screenshot & Email Me: dg@hello.drift.com
  96. 96. @DAVEGERHARDT @DRIFT dg@hello.drift.com
  97. 97. @DAVEGERHARDT @DRIFT
  98. 98. @DAVEGERHARDT @DRIFT
  99. 99. @DAVEGERHARDT @DRIFT 15 Conversational Marketing Examples 1. The Second Net 2.The Tour Guide 3.The Pricing Page Concierge 4.The Demo Bot 5.The Email List Supercharger 6.The Event Registration Bot 7.The Paid Traffic Converter 8.The Lead Magnet 9. The Swag Bot 10. The Competitive Concierge 11. The “You Come Here Often” Bot 12. The Fast Lane Bot 13. The Dream Client Finder aka The ABM Bot 14. The Conversations Starter 15. The Conversational Homepage PS. Don’t worry about notes. I’ll share how to get all these examples at the end.
  100. 100. @DAVEGERHARDT @DRIFT dg@hello.drift.com EMAIL BY MIDNIGHT TONIGHT 3/14
  101. 101. @DAVEGERHARDT @DRIFT First 100 get a free copy NOW.

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