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What Is Conversational Marketing?

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After talking to thousands of customers, what we’ve heard loud and clear (and maybe you’ve felt this, too) is that something is broken with the way we market and sell.

Over the past several years, we’ve become obsessed with tracking and measuring every metric imaginable: hits, clicks, emails, dials, and so on.

We’ve become so focused on things like A/B testing, retargeting, email blasts, robocalls, form fills, marketing-qualified leads (MQLs), and sales-qualified leads (SQLs), that we’ve lost track of what really matters.

At some point, being data-driven started being more important than being customer-driven.

As a result, the buying experience most companies provide has become cold and impersonal. For many marketing and sales teams, their leads have become faceless entities that exist only inside of spreadsheets -- they aren’t treated like actual people.

Not only is it a terrible experience for potential customers, it’s also bad for business.

There’s a reason why only 43% of people answer cold calls, and the average email open rate is about 20%, and the average landing page conversion rate is just 2.35% …

The way we’ve been doing marketing and sales is broken.

The good news? You already know how to fix it, because the solution has always been there:

We need make business personal again.

So that’s exactly what we’re doing, and thousands of businesses are doing it with us. And the way we’re doing it is by putting one-to-one communication and dialogue back at the center of everything.

We’re replacing traditional marketing with conversational marketing.

Keep reading to learn more about what conversational marketing is, what kind of results it’s been driving for businesses, and how you can implement conversational marketing at your business.

Published in: Marketing
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What Is Conversational Marketing?

  1. 1. What is Conversational MARKETING?
  2. 2. 4 Time for a reality check.
  3. 3. 43% People who answer cold calls
  4. 4. 43% 20% People who answer cold calls Avg. email open rate
  5. 5. 43% 20% 2.35% People who answer cold calls Avg. email open rate Avg. landing page conversion rate
  6. 6. The way we’ve been doing marketing and sales is broken.
  7. 7. The good news?
  8. 8. The good news? You already know how to fix it.
  9. 9. We need to make business personal again.
  10. 10. And that means replacing lead forms and follow-ups with real-time conversations.
  11. 11. And that means replacing lead forms and follow-ups with real-time conversations. wait, really? yes really.
  12. 12. We call it conversational marketing.
  13. 13. conversational marketing noun the process of having real-time, one-to-one conversations in order to capture, qualify, and connect with your best leads.
  14. 14. 5 Distinguishing Features of Conversational Marketing #1 Real-time The rise of messaging means you no longer have to force people to fill out forms and wait for follow-ups
  15. 15. 5 Distinguishing Features of Conversational Marketing #1 Real-time #2 Scalable The rise of messaging means you no longer have to force people to fill out forms and wait for follow-ups Thanks to chatbots, even small teams can have 1-to-1 conversations at scale and qualify leads 24/7
  16. 16. 5 Distinguishing Features of Conversational Marketing #1 Real-time #2 Scalable #3 Focused on Engagement The rise of messaging means you no longer have to force people to fill out forms and wait for follow-ups Thanks to chatbots, even small teams can have 1-to-1 conversations at scale and qualify leads 24/7 Inbound and outbound tactics are used to start quality conversations for Sales
  17. 17. 5 Distinguishing Features of Conversational Marketing #1 Real-time #2 Scalable #3 Focused on Engagement #4 Personalized The rise of messaging means you no longer have to force people to fill out forms and wait for follow-ups Thanks to chatbots, even small teams can have 1-to-1 conversations at scale and qualify leads 24/7 Even before a conversation starts, you can personalize the experience and tailor your messages to specific people Inbound and outbound tactics are used to start quality conversations for Sales
  18. 18. 5 Distinguishing Features of Conversational Marketing #1 Real-time #2 Scalable #3 Focused on Engagement #4 Personalized #5 Built-in Feedback Loop The rise of messaging means you no longer have to force people to fill out forms and wait for follow-ups Thanks to chatbots, even small teams can have 1-to-1 conversations at scale and qualify leads 24/7 Inbound and outbound tactics are used to start quality conversations for Sales Even before a conversation starts, you can personalize the experience and tailor your messages to specific people Conversations give you insights you can’t get anywhere else
  19. 19. As a concept, conversational marketing has been around for centuries…
  20. 20. For thousands of years, we knew exactly what markets were: conversations between people who sought out others who shared the same interests. Buyers had as much to say as sellers. They spoke directly to each other without the filter of media, the artifice of positioning statements, the arrogance of advertising, or the shading of public relations. -The Cluetrain Manifesto “
  21. 21. It was rediscovered in the 2000s and given the name “conversational marketing.” (a.k.a. “conversation marketing”)
  22. 22. The central message is simple: There are literally millions of alive, flawed, human, passionate, influential and authentic conversations going on around you right now: isn’t it time you joined in?...Through the power of community, dialogue and partnership, marketing can be a conversation; a welcome guest in the homes, experiences and lives of our consumers. -Joseph Jaffe “
  23. 23. Ready to give conversational marketing a try? Just follow this framework: Capture, Qualify, Connect.
  24. 24. ? 1. CAPTURE 2. QUALIFY 3. CONNECT • Replace lead capture forms with messaging • Bots capture leads even when you’re offline • Targeting let’s you filter out the noise
  25. 25. ? 1. CAPTURE 2. QUALIFY 3. CONNECT • Replace traditional marketing automation with conversational A.I. • Bots ask leads qualifying questions and can book demos for reps 24/7, 365.
  26. 26. ? 1. CAPTURE 2. QUALIFY 3. CONNECT • Intelligent routing connects leads to the right reps based on sales territory • Bots replace manual meeting scheduling
  27. 27. QUALIFYCAPTURE CONNECT ? Visitor Lead Opportunity Customer • Replace lead capture forms with messaging • Bots capture leads even when you’re offline • Targeting let’s you filter out the noise • Replace traditional marketing automation with conversational A.I. • Bots ask leads qualifying questions and can book demos for reps 24/7, 365. • Intelligent routing connects leads to the right reps based on sales territory • Bots replace manual meeting scheduling
  28. 28. Pro tip: For leads who might need a little nudge coming back to your site, a rep can send an email that includes a link that triggers a live conversation.
  29. 29. If the rep who sent the email is available, perfect -- they can hop in and qualify that lead.
  30. 30. But if the rep isn’t available at that exact moment, it isn’t a huge deal: Chatbots will always have your back, and can hop in and continue the conversation for you.
  31. 31. 5 Benefits of of Conversational Marketing #1 You create a more human buying experience. Bots handle all of the tedious stuff, so reps can focus 100% on tasks that require a human touch
  32. 32. 5 Benefits of of Conversational Marketing #1 You create a more human buying experience. #2 You learn a TON about your customers. Bots handle all of the tedious stuff, so reps can focus 100% on tasks that require a human touch When you’re having conversations non-stop, you’re learning non-stop
  33. 33. 5 Benefits of of Conversational Marketing #1 You create a more human buying experience. #2 You learn a TON about your customers. #3 You add a net new source of leads. Bots handle all of the tedious stuff, so reps can focus 100% on tasks that require a human touch When you’re having conversations non-stop, you’re learning non-stop At Drift, we’ve added +15% new leads to the top of our funnel by having conversations
  34. 34. 5 Benefits of of Conversational Marketing #1 You create a more human buying experience. #2 You learn a TON about your customers. #3 You add a net new source of leads. Bots handle all of the tedious stuff, so reps can focus 100% on tasks that require a human touch When you’re having conversations non-stop, you’re learning non-stop At Drift, we’ve added +15% new leads to the top of our funnel by having conversations ThriveHive has been able to shorten their sales cycle by 63% — from an avg. of 11 days down to 4 days #4 You shorten your sales cycle.
  35. 35. 5 Benefits of of Conversational Marketing #1 You create a more human buying experience. #2 You learn a TON about your customers. #3 You add a net new source of leads. #4 You shorten your sales cycle. #5 You grow your sales pipeline. Bots handle all of the tedious stuff, so reps can focus 100% on tasks that require a human touch When you’re having conversations non-stop, you’re learning non-stop At Drift, we’ve added +15% new leads to the top of our funnel by having conversations ThriveHive has been able to shorten their sales cycle by 63% — from an avg. of 11 days down to 4 days Conversational marketing now drives 50% of our business at Drift.
  36. 36. Ready to make the switch to conversational marketing? There are 2 paths you can follow…
  37. 37. Making the Switch to Conversational Marketing OPTION #1 Completely replace your lead forms. We did this here at Drift— we think it’s the way of the future (but we realize not everyone is ready to get rid of all their lead forms right this second).
  38. 38. Making the Switch to Conversational Marketing OPTION #2 Use conversational marketing as a “2nd net” Lots of companies, including Perfecto Mobile, get started by simply adding conversational marketing as a second net for capturing and qualifying leads.
  39. 39. Whichever path you choose, we’re happy to help you along your journey.
  40. 40. See why thousands of businesses are using Drift to generate CQLs and close deals faster.

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