Conversational Marketing Overview

Conversational marketing software allows your marketing and sales teams to get a deeper view of what’s happening on your website and create custom experiences for your most qualified prospects through lead data, instant communication, bots, chat, and embedded voice-calls.

Conversational marketing is a powerful addition to the tech stack for many B2B businesses because it enables teams to engage with their most qualified prospects in real time, accelerate sales cycles, and close more deals.

Why should you use Conversational Marketing?

The buying and selling landscape is changing and buyers are coming to expect an “Amazon-like” level of customer experience–to receive what they want, when they want it.

Unfortunately, it usually takes an average of 4.3 days for sales reps to schedule a meeting with a prospect after an initial web form is submitted. During that time, 38% of qualified leads have chosen another vendor. In fact, studies show that 50% of sales go to the vendor that responds first.

With conversational marketing, sales reps are able to intelligently connect with the hottest leads in real time based on many important pieces of criteria:

Persona

Intent

Campaign

Company

Score & Grade

Website Behavior

Source

Once the technology identifies a qualified leads on their website, Sales can proactively reach out to begin a conversation. This enables meaningful connections to be created quickly and easily.

Conversational marketing transforms the corporate website into a platform for real-time, high-fidelity sales conversations with the most qualified prospects.

ThoughtSpot's Secret to Generate More Leads
When a sales reps responds to a lead in <5 minutes, they are 21x more likely to convert that lead into a real opportunity versus just waiting an hour.
Source: Lead Response Management

How does Conversational Marketing work?

Conversational Marketing can be broken down into three simple steps:

1. Qualify

Determine buying intent by evaluating a variety of factors, including campaign attribution and browsing behavior, as well as demographic and firmographic data from systems like Salesforce Pardot and Salesforce CRM. You can also leverage bots to ask qualifying questions and help identify sales-ready visitors or book meetings for your sales team.

2. Engage

Engage in a real-time, personalized conversation with the website visitors you deem as qualified leads using:

  • Chat
  • Screen sharing
  • Voice calls
  • Targeted CTAs

3. Convert

After capturing data from your website visitors, logging the details of the conversation, and syncing it to your CRM, you can then create lead and opportunities right from the users online experience. This experience allows you to build pipeline and progress deals more quickly.

Generate More Pipe with Conversational Marketing

How to use Conversational Marketing with Marketing Automation

Conversational marketing is most effective when it’s integrated with your marketing automation platform. Together, the two solutions give your team a 360-degree view of your leads and help you effectively qualify and convert leads.

lead intelligence

Lead Intelligence

Conversational marketing data combined with marketing automation data give you a holistic view of your potential customer. Sales reps have complete visibility into how prospects have engaged with every digital asset, including your website, empowering them to have timely, contextual sales conversations.

lead qualification

Lead Qualification

You can leverage marketing automation data to fuel your qualification engine and identify valuable website visitors. For instance, qualify visitors who have a certain prospect score or grade, or have engaged with one of your marketing campaigns or forms.

account-based marketing

Account-Based Marketing

If you’re housing your account-based marketing data in your marketing automation platform, you can greet target accounts by name the moment they land on your website. Immediately route them to the appropriate account owner for a real time, high-fidelity sales meeting with your most important accounts.

Who should use Conversational Marketing?

Here are some signs that conversational marketing would work well for your business:

1. You are driving prospects to your corporate website.

With conversational marketing, you can use your website to build meaningful relationships with your audience.

2. You have a team of inside sales reps.

Inside sales reps have access to a solution that enables them to get visibility into prospect activity and to reach out to qualified prospects right away.

3. You have the resources to staff this new selling channel.

Although conversational marketing is intuitive and can be woven into your existing sales workflow, it requires an investment of staff to properly utilize the solution.

4. You are looking to generate more pipeline and revenue through your website and digital channels.

By investing in conversational marketing, you are able to generate more pipeline and revenue by connecting with the most qualified prospects, faster.

5. You want to accelerate deal cycles through online channels.

By connecting with the most qualified leads sooner, your sales teams can create opportunities faster and accelerate deals.

Who should use Conversational Marketing?

How to implement a Conversational Marketing strategy

Here are five steps to launching a conversational marketing strategy that will move the needle in your business:

1. Assemble your stakeholders.

It’s important to get buy-in from both your marketing and sales teams early. If both sides are invested in conversational marketing, it’s going to be more impactful.

2. Define success.

As a team, agree what success looks like for your program— perhaps it’s an increase in lead volume or pipeline—and prioritize the metrics that matter most.

3. Define who is “qualified".

Identify which visitors are most likely to purchase and fast-track those visitors to live sales conversations.

4. Map out the visitor experience.

Think about the timing, tone, and placement of your conversational marketing experiences throughout your website.

5. Train your sales reps.

Orient your sales reps with your conversational marketing strategy and application. Map out shifts, so you always have good sales coverage. When your sales reps feel confident using the product, adoption will skyrocket and the program will be much more successful.

Meet Qualified: Conversational Marketing for Salesforce Pardot

Ready to learn more? Watch this 90 second demo video featuring our trusted partner, Qualified, to learn how you can use conversational marketing and Salesforce Pardot to improve website conversion and generate more pipeline for your business.

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