For years, sales and marketing teams have been focused on using the “form and follow-up” approach to capturing and qualifying leads.
We’re all familiar with how this works:
Step 1: Drive people to your website (e.g. via content, social, paid ads, outbound email, etc.)
Step 2: Make those people fill out lead capture forms
Step 3: Email them, or call them, or dump them into an automated “nurturing” flow
For more than a decade now, step one has been getting all the attention, as we’ve been innovating new ways to attract website visitors and track down leads.
Step two, meanwhile, has remained unchanged, and that’s a problem. Because today’s buyers are getting fed up with filling out lead capture forms. As RapidMiner CMO Tom Wentworth explained, the people who visit your website are coming there for a reason (so why waste their time by making them fill out a form?).
People who come to our website aren’t coming there because they want to surf our site, they’re coming there because they have a specific problem, whether it’s a question about our product or what it does, whether it’s some technical support they need, or whether it’s they want to talk to someone in sales.
Using the traditional approach, you would make all of those website visitors fill out forms and then you’d sort them all out later — including the folks who were interested in talking to sales.
But as more and more companies (RapidMiner included) have started to see, by adopting a conversational approach, and engaging with website visitors in real-time, sales reps can create a fast lane for their best leads.
Think about it: With the old way, you’re forcing leads to hurry up and wait. You’re investing all of this time and energy getting leads to your site, but as soon as they get there, BAM. You put up a lead capture form — a barrier.
With conversation-driven selling, you pull down these barriers and give your company’s best leads a direct, real-time line to your sales team. You give leads the power to reach out when it’s convenient for them, and — with the help of intelligent chatbots — you can answer their questions and schedule demos 24/7, 365.
As a result, your sales cycle becomes shorter (example: ThriveHive has seen their sales cycle shrink by 63% after adopting a conversational approach), and you add to your sales pipeline (example: conversations have influenced 25% of RapidMiner’s open sales pipeline, worth more than $1 million).
Ready to see how Tom and thousands of other companies have been using conversation-driven selling to supercharge sales? Check out this SlideShare.