Slides from the May 18 Manchester HUG discussing Bots & Conversational Marketing with Stephen Fuery, Implementation Specialist at HubSpot.

1. Bots
& Conversational Marketing
Stephen Fuery, Implementation Specialist

2. Hi!
I’m Stephen Fuery
Implementation Specialist @ HubSpot

3. HUBSPOT BOTS
INBOUND
CONVERSATIONAL
FRAMEWORK
QUESTIONS
A G E N D A
WHAT IS A BOT

4. WHAT IS A BOT?

7. A Bot is a computer program
designed to simulate
conversation with human users
over the internet.

8. Messaging will play an
increasingly large role in the way
that consumers interact with
companies.
Bots can help automate a wide
range of customer-facing
conversations for businesses,
improving efficiency and
maximizing user satisfaction.
Why Bots?

9. In all cases, Bots should:
● Be easy to create and use, without prior bot knowledge
● Solve real problems, and make it easy to measure
success
● Offer first-class integrations across sales, marketing,
service systems
● Support complexity, when desired
Guiding Principles to Bots

10. ● Lack of technical resources (if building a bot “from scratch”)
● Difficulty connecting bots with relevant data and services, even when using
easier builders (like Motion AI or Chatfuel - which gives you the “pipes” but
lacks easy integration setup with various systems)
● Intimidated by new, sci-fi nature of bots (one quote: “the value prop is
incredible but it feels like rocket science”).
● Customer’s unsure of what makes a “good bot”
● Nascent market without a clear winner, dominated by startups - what bot
service is right for me?
Why businesses don’t already have bots...
^

11. Conversational Marketing
& Messaging

12. 42%20%2%

14. The process of having real time
one to one conversations in
order to capture, qualify and
connect with your best leads

15. Features of Conversational Marketing
The process of having real time one to one
conversations in order to capture, qualify and connec
with your best leads
#1
Realtime
The rise of
messaging
means you
no longer
have to
force
people to
fill out
forms.
Scalable
Thanks to
bots, even
small teams
can have 1-1
conversations
and qualify
leads 24/7
Focused on
Engagement
Inbound &
Outbound
tactics can be
used to start
quality
conversations
Built in
Feedback
Loop
Conversations
provide
insights you
can’t get
anywhere else.
Personalized
Even before a
conversation
starts - a
personal
experience can
be offered

16. 01
02
03
04
Connect
Be available to solve a
person’s problem via a
messaging app. Engage in a
conversational tone and use
the existing contact record to
add context.
Refine
Based on user interactions
continue to optimize your
conversational strategy to
provide more value and
encourage habitual use of
the bot.
Understand
Design a conversation with
filtering questions to
understand the user’s intent
in the most efficient way
possible.
Deliver
Deliver a solution via rich
media without forcing users
to leave the messaging app.
The Inbound Messaging Framework

17. HubSpot Bots

18. Easy bot
creation
Goal-oriented
templates allow you
to hit the ground
running

19. Bot editor
Easily customize or
change questions
asked by the bot

20. Bots are the conversational
interface to HubSpot products
Modular building blocks enable easy
creation of highly dynamic bot
conversations.

21. Monitor and participate in
conversations that Bots are
having with visitors via
Conversations shared inbox.
Fully integrated with
Conversations

22. Solve
for the
developer
Power features like
webhooks and the
inline deployment of
code fosters the
ability for seamless
integrations.
A world of possibilities

23. Some examples...

24. Let visitors book meetings in-line
without navigating away.
Leverage information previously
collected by bot (name, email) to
optimize meeting bookings.
Booking meetings

25. Easily qualify leads before sending
the contact to a sales rep on Live
Chat.
Qualify Leads

26. Let visitors search for knowledge
content or surface specific article
to deflect support tickets and/or
proactively offer assistance.
Surfacing
knowledge content

27. Key Takeaways
● Bots are available 24/7 and can
interact with customers even
when you can’t.
● Leverage the Inbound Messaging
Framework to construct your bot
and build it into your Inbound
efforts
● Bots can offer multiple options to
a customer thereby increasing
value proposition, scalability and
encouraging repeat usage.
● Bots are integrated across all
Hub’s allowing for substantial
amount of combinations.

28. Questions?