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.

1. What is
Conversational
MARKETING?

2. 4
Time for a reality check.

3. 43%
People who answer
cold calls

4. 43%
20%
People who answer
cold calls
Avg. email open rate

5. 43%
20%
2.35%
People who answer
cold calls
Avg. email open rate
Avg. landing page
conversion rate

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

7. The good news?

8. The good news?
You already know how to fix it.

9. We need to make
business personal
again.

10. And that means replacing
lead forms and follow-ups
with real-time conversations.

11. And that means replacing
lead forms and follow-ups
with real-time conversations.
wait,
really?
yes
really.

12. We call it
conversational marketing.

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. 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. 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. 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. 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. 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. As a concept, conversational
marketing has been around
for centuries…

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. It was rediscovered in the
2000s and given the name
“conversational marketing.”
(a.k.a. “conversation marketing”)

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. Ready to give conversational
marketing a try? Just follow
this framework:
Capture, Qualify, Connect.

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. ?
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. ?
1. CAPTURE 2. QUALIFY 3. CONNECT
• Intelligent routing connects leads to the right
reps based on sales territory
• Bots replace manual meeting scheduling

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. 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. If the rep who sent the
email is available,
perfect -- they can hop
in and qualify that lead.

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. 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. 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. 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. 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. 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. Ready to make the switch to
conversational marketing?
There are 2 paths you can
follow…

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. 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. Whichever path you choose,
we’re happy to help you
along your journey.

40. See why thousands of businesses are using
Drift to generate CQLs and close deals faster.