The document provides an overview of a webinar on how customer service practices can be extended into the early stages of the buyer journey to improve marketing and conversion rates. It discusses how digital interactions have become impersonal and ineffective at conveying value. Five tactics are presented: 1) replacing forms with conversational chatbots to capture leads, 2) using chatbots to answer FAQs instead of pages, 3) iteratively updating conversations based on customer questions, 4) segmenting lists and personalizing messages, and 5) implementing email drip campaigns. The document argues that bringing back human interactions through conversational technology can help businesses address prospects' needs and improve outcomes.

2. Who am I?
● Conversational Designer &
Marketer
● ~4 years of chatbot creation
experience
● Over 100 chatbots created
Allie Wolff
Director of Product Marketing
Benchmark Email
Arnav Patel
Content Marketing Lead
Tars

3. Helping marketers boost
their conversion rates
using conversational tech
since 2016
Benchmark Email
provides quick and easy
email marketing and
marketing automation
tools that help businesses
grow and engage their
subscriber lists and track
results.

4. Overview
1. The Context: Why we’re hosting this webinar
2. The Tactics
2.1. Make Lead Capture Conversational
2.2. Break Your Reliance on FAQ Pages
2.3. Think Iteratively
2.4. List Segmentation and Personalization
2.5. Email Drip Campaigns
3. Q&A

5. Context

6. What does customer
service have to do with
marketing?

7. What is customer service?
● Customer service is the
support you offer your
customers that helps them
have an easy and enjoyable
experience with you.
Source: Salesforce

8. The Modern Marketing Growth Funnel
INTEREST
AWARENESS
The Buyer Journey
CONSIDERATION
INTENT
PURCHASE
RETENTION
EXPANSION
ADVOCACY
ADOPTION
This definition restricts
customer service to
this part of the buyer
journey

9. The Modern Marketing Growth Funnel
INTEREST
AWARENESS
The Buyer Journey
CONSIDERATION
INTENT
PURCHASE
RETENTION
EXPANSION
ADVOCACY
ADOPTION
This definition restricts
customer service to
this part of the buyer
journey
In this session we’re
proposing that businesses
should extend their
customer service practices
into this part of the buyer
journey as well

10. Why make this
change?

11. Let’s take a trip down
memory lane to find
out...

12. Who are we?
Helping marketers boost their
conversion rates using
conversational tech since 2015
● We used to go to physical
stores or call businesses to
buy things
● With a few exceptions, the
buyer journey involved
human interaction
Before digital marketing

13. Who are we?
Helping marketers boost their
conversion rates using
conversational tech since 2015
● The pre-sale process involved
the sort of one-on-one
interactions that we normally
associate with customer
service today
Put differently...

14. Who are we?
Helping marketers boost their
conversion rates using
conversational tech since 2015
● As businesses moved online, the buyer
journey became self-serve
● The convenience of being able to find
and buy a product/service from your
couch was appealing for both
businesses and customers
○ For business: Unfathomable Reach
○ For customers: Ultimate
Convenience
The Shift to Digital

15. A Happy Ending?

16. Not really

17. Who are we?
Helping marketers boost their
conversion rates using
conversational tech since 2015
● For a lot of verticals customers are
low-information
● Differentiating between companies
through webpages is hard because they all
start to look the same.
● The end result? Landing pages are an
unconvincing customer engagement tool
Difficulty Conveying Value Through
Webpages

18. Who are we?
Helping marketers boost their
conversion rates using
conversational tech since 2015
● With customers spending an increasing
amount of time on their smartphones,
it is getting increasingly hard to hold
their attention
● Traditional landing pages yield poor
conversion rates
● Prospects don’t want to read through
walls of text and fill out forms
Standing out online is getting harder

19. This is where customer
service comes into the
picture

20. The Modern Marketing Growth Funnel
INTEREST
AWARENESS
The Buyer Journey
CONSIDERATION
INTENT
PURCHASE
RETENTION
EXPANSION
ADVOCACY
ADOPTION
Customer Service is
moving back up the
buyer journey

21. Who are we?
Helping marketers boost their
conversion rates using
conversational tech since 2015
● Businesses are looking for ways to
extract more ROI from their
marketing budgets
● The answer? Human Interaction
● Conversations are an effective way of
increasing conversions
● People would rather have a
conversation than interacting with
static landing pages or reading
one-size-fits-all emails
Human Interaction

22. A Happy Ending?

23. Close, but no cigar

24. Who are we?
Helping marketers boost their
conversion rates using
conversational tech since 2015
● As businesses begin to re-adopt customer
service into their marketing strategy they
are finding that it can be expensive
○ Managing a support team is a HR
headache
○ Keeping up with request volume is
impossible leading to long wait
times
○ Delivering customer service 24x7 is
nearly impossible for most
businesses
Human-driven customer service is
unscalable

25. So what’s the solution?

26. The Tactics

27. Tactic #1: Make Lead
Capture
Conversational

28. The Problem
● People don’t like filling out
forms
● Each additional form field
can reduce conversion rate
from 8 to 50%
(ContentWonk)
● Forms are literally losing you
money

29. The Solution
● Get rid of the forms
altogether!
● Replace forms with lead
capture chatbots

30. The Effect
● 50-200% increase in lead
conversion rate
● Better lead quality

31. Tactic #2: Break Your
Reliance on FAQ Pages

32. The Problem
● People have questions
before they make a buying
decision
● If you can’t answer these
questions, then the prospect
will be lost

33. The Problem
● Self-serve pages (e.g. FAQ
pages) are ineffective at
addressing this uncertainty
● Even if they contain the info
that customers need, they
often won’t read it

34. The Solution
● Address FAQs using a
chatbot
● Let users tell you their
question, and show them
only the necessary
information

35. The Effect
● Customers are more likely to get
their questions answered while
they’re on your page
○ Increased Conversion Rate
○ Fewer emails
○ Fewer calls

36. Tactic #3: Think
Iteratively

37. The Problem
● There is a tendency amongst
marketers to think statically
● We set up our pages,
sequences etc and then we
forget about them

38. The Problem
● This is an issue because
○ There is no chance that
we can accurately gauge
a customer’s needs the
first time
○ Customer’s needs are
constantly changing

39. The Solution
● Listen to your customers!
● Collect questions from your
customers on your page
● Revisit these questions often
to inform

40. Tactic #4 List
Segmentation and
Personalization

41. The Problem
● You’re emailing prospective customers
the wrong content at the wrong stage
of the buyer’s journey, resulting in
unsubscribes and decreased brand
advocacy.

42. The Solution
● List Segmentation and Personalization

43. The Effect
● Your leads get their unique questions
answered and pain points addressed
and trust starts to form and build
between them and your brand.

44. Tactic #5 Email Drip
Campaigns

45. The Problem
● Your leads need more
information but aren’t
interested in buying just yet.

46. The Solution
● Email drip campaigns

47. The Effect
● A steady stream of helpful
information sent to your
customers at a rate that
isn’t pushy or invasive.

48. Questions?

49. Contact us
Email: arnav@hellotars.com
Phone number: +1 (408) 617-9159
Website: https://hellotars.com
allie@benchmarkemail.com