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What is
Conversational MARKETING?
4
Time for a reality check.
43%People who answer
cold calls
43%
20%People who answer
cold calls
Avg. email open rate
43%
20%2.35%
People who answer cold calls
Avg. email open rate
Avg. landing page conversion rate
The way we’ve been doing marketing and sales is broken.
The good news?
The good news? You already know how to fix it.
We need to make business personal again.
And that means replacing lead forms and follow-ups with real-time conversations.
And that means replacing lead forms and follow-ups with real-time conversations.
wait, really?
yes really.
We call it conversational marketing.
conversational marketing noun
the process of having real-time, one-to-one conversations in order to capture, qualify, and connect with your best leads.
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
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
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
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
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
As a concept, conversational marketing has been around for centuries…
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
“
It was rediscovered in the 2000s and given the name “conversational marketing.” (a.k.a. “conversation marketing”)
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
“
Ready to give conversational marketing a try? Just follow this framework:
Capture, Qualify, Connect.
?
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
?
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.
?
1. CAPTURE 2. QUALIFY 3. CONNECT
• Intelligent routing connects leads to the right reps based on sales territory
• Bots replace manual meeting scheduling
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
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.
If the rep who sent the email is available, perfect -- they can hop in and qualify that lead.
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.
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
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
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
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.
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.
Ready to make the switch to conversational marketing?
There are 2 paths you can follow…
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).
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.
Whichever path you choose, we’re happy to help you along your journey.
See why thousands of businesses are using Drift to generate CQLs and close deals faster.
