1. The document discusses the rise of messaging platforms and how they have become the dominant form of communication, surpassing social media and traditional websites. 2. It explains how businesses need to meet consumers on messaging platforms, where people now spend much of their time and have come to expect 24/7 access. 3. The document outlines how companies are already using chatbots on messaging apps for tasks like providing conversational content, facilitating e-commerce purchases, and automating lead generation.

1. Let’s Chat
About Chat
Bots, messaging, and the future
of marketing strategy

2. WHO AM I?
Connor Cirillo.
I lead HubSpot’s North
American messaging and
bots strategies.
Drake superfan.
Tweet at me: @connorcirillo

3. A DRAKE SUPERWHAT?

4. 1. The rise of messaging (and why)
2. How it impacts you
today and tomorrow
3. Ways you can use it in your business
AGENDA

5. EVOLUTION OF COMMUNICATION

6. 1997 - WEB

7. 2007 - MOBILE

8. 2017 - MESSAGING

9. 1997 - Point and click
2007 - Swipe
2017 - Converse
EVOLUTION OF COMMUNICATION

10. KEY TERMS

11. What’s a conversation?
Interactive communication
between two or more entities.

12. What’s a chatbot?
An automated computer
program designed to simulate
conversation with human users.

13. What’s a messaging platform?
Real-time online platforms where
users exchange text and rich
media messages.

14. Conversations with
chatbots happen on
messaging platforms.
HOW IT FITS TOGETHER

15. MESSAGING PLATFORMS

16. LET’S PLAY: WHICH NUMBER IS HIGHER?

17. MORE USERS: MESSAGING OR SOCIAL?

18. MORE USERS: MESSAGING OR SOCIAL?
4 billion 3.5 billion

19. MORE USERS: MESSAGING OR SOCIAL?
4 billion

20. Source: BI Intelligence

21. 53%
Of Earth uses
a top messaging platform

22. MORE USERS: MESSENGER OR EARTH (1800)?

23. MORE USERS: MESSENGER OR EARTH (1800)?
1.3 billion 1 billion

24. MORE USERS: MESSENGER OR EARTH (1800)?
1.3 billion

25. Source: TechCrunch

26. 1.3 Billion Users

27. 107 Countries

28. Source: Giphy

29. 2. Messaging platforms have exploded
1. The way consumers talk has evolved
3. Facebook is the largest player here
EVOLUTION OF COMMUNICATION

30. WHY IT MATTERS

31. Messaging has changed
what consumers expect.

32. 51%
Say a business needs to be reachable 24/7
Source: Ubisend

33. Want to reach a business through messaging
Source: Twilio

34. TRADITIONAL CHANNEL TRENDS

35. People click less.

36. Like, a lot less.

37. Source: MarketingCharts

38. TRADITIONAL CHANNEL TRENDS
8 seconds
Average human attention span
Source: Microsoft

39. TRADITIONAL CHANNEL TRENDS
9 seconds
Average goldfish attention span
Source: TIME Magazine (yes, really)

40. People message more.

41. Like, a lot more.

42. Source: Flurry Analytics

43. More time,
fewer places.

44. Source: comScore

46. Traditional marketing
channels are changing.

47. 1. Consumers message for everything
2. Email is losing ground
3. App fatigue is real
TRADITIONAL CHANNEL TRENDS

48. WHY MESSAGING AND BOTS WIN

49. One-to-one
conversations at scale.

50. WHY MESSAGING AND BOTS WIN
Reach your
users where
they already
spend their
time.

51. WHY MESSAGING AND BOTS WIN

52. WHY MESSAGING AND BOTS WIN
99%
SMS open rate
Source: Business2Community

53. HOW COMPANIES USE BOTS TODAY

55. Conversational
content
USE CASE

56. ALTERNATIVE

57. Shorter,
digestible
content that feels
more natural to
readers
WHY THIS WORKS

59. E-commerce:
sell playoff
tickets
USE CASE

60. ALTERNATIVE

61. Removes all
friction to
purchase
WHY THIS WORKS

63. USE CASE
Lead generation
(webinar signup)

64. ALTERNATIVE

65. WHY THIS WORKS
Conversations
are a natural way
to collect
information

66. What they’re saying...

67. WHAT THEY’RE SAYING

68. WHAT THEY’RE SAYING

69. 1. Conversational content
2. E-commerce
3. Lead generation
HOW COMPANIES USE BOTS TODAY

70. THE FUTURE OF BOTS

71. BUSINESSES LIVE EVERYWHERE
Businesses will become
omnichannel and
omnipresent. We will talk
to businesses the way we
talk to friends & family.

72. BUSINESSES LIVE EVERYWHERE
● Voice
● Search
● Social
● Messaging
● Online
● AR/VR
● Email

73. WON’T BOTS JUST REPLACE US?

74. BOTS MAKE US BETTER
Bots and artificial
intelligence will help us be
better at our jobs. Focus
more on making an
impact, less on repetitive
work.

75. TACTICAL TAKEAWAYS

76. TACTICAL TAKEAWAYS
Set honest
expectations

77. TACTICAL TAKEAWAYS
Keep your
use case
narrow

78. TACTICAL TAKEAWAYS
Your users
are your
roadmap

79. 1. Don’t deceive users.
2. Do fewer things better.
3. Build fast, ship often.
TACTICAL TAKEAWAYS

80. NOW’S THE TIME TO START
● Costs less than dinner to get
started
● First-mover advantage
● If I can do it, you’re all set

81. Bots and messaging will make
business better.
Go to HubSpot.com/bots
to learn how.

83. Questions?