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TODAY’S CONVERSATION1. How To Design a Better Buying Experience
2. Building Bots Using The Conversational Marketing Blueprint
3. Designing Conversations Using The Conversational Framework
4. 5 Conversational Marketing Bot Examples
5. Live Bot Feedback
How can we make the B2B buying experience more .human & helpful?.
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of marketers using personalization report a measurable lift in results
2019 Trends in Personalization Survey Report The report is based on a 2019 survey of 314 B2B and B2C marketers across industries and company sizes, conducted by Researchscape International.
90%
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You spend so much time and money getting people to
your website
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And you spend lots of money on content
AND THEN YOU DO THIS...Today’s B2B Buying Experience
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Is it really a surprise that your conversion rates are dropping?
INBOUNDOUTBOUNDEVENT MARKETINGINFLUENCER MARKETINGACCOUNT BASED MARKETING
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1.2.3.4.5.
.Conversational Marketing. is the fastest way to move buyers through your
marketing and sales funnels through the power of real-time conversations.
It builds relationships and creates authentic experiences with
customers and buyers.
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STARTCONVERSATIONS
Marketing’s #1 goal today should be:
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MQLSSQLSMEETINGSCUSTOMERS
1.2.3.4.
These conversations should generate:
INSTANTLY RESPOND 24 x 7 x 365
CONVERT MORE LEADS
BOOK MORE QUALIFIED MEETINGS
WHITE GLOVE FOR STRATEGIC ACCOUNTS
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NURTURE YOUR MQLS IN SECONDS1
.5 key benefits of conversational marketing
Everything you need to know to start more conversations & generate more revenue.
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Highlight Treatment can only be used in titles or to emphasize single words
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THE 5 W’S
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www.drift.com/conversational-framework
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● Always provide a proactive way for buyers to start real-time conversations with you even if you use lead capture forms on your website.
● Don’t be passive in your messaging! Imagine you’re networking and explaining your product to potential buyers.
● Use conversations in places you also use forms as a second net! Give people the option to skip the form and use the bot instead.
● Think about the kinds of experiences you’d want on a website as a buyer.
www.drift.com/conversational-framework
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UNDERSTAND
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● Put the focus on the buyer when you’re trying to understand them.
● Make sure you’re gathering important information for your sales team, without asking more than 3-5 qualifying questions.
● If you’re figuring out if a lead is qualified or not, make sure to ask the questions that will allow you to disqualify leads, while relying on targeting to help cut out unnecessary questions.
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● Buyers have been trained to seek out information and facts before they engage in a conversation with you.
● Pass pass good leads off to sales, and bad leads off to your resources or blog for self-serve learning.
● Put the focus directly on the buyer, even if they’re not qualified to talk to sales.
● A CQL is someone who has expressed intent to buy during a conversation with either A) an employee at your company, or B) an intelligent chatbot, or a combination of both
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@DAVEGERHARDT @DRIFT
5 Conversational Marketing Examples1. The Second Net2. The Conversation Starter3. The Pricing Page Concierge4. The Demo Bot5. The Email List Supercharger
PS. Don’t worry about notes. I’ll share how to get all these examples at the end.
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#1 The Second Net
○ You have a page that has a form on it to try and drive conversions.
○ And you’re not willing to rip out that form because it does drive some conversions, and you want an easy way to implement conversational marketing without changing up your entire workflow.
○ But the conversions on that page aren’t amazing. They sit around 1-2%
○ So we prescribe: The Second net bot
Second Net Bot
○ Show on pages that have forms○ Proactively hook visitors by allowing
them to skip the form and get to their end goal faster with the bot
○ Let the buyer skip the unnecessary questions, skip the line, and connect with your team now.
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🤖🧪 Test A Live Bot | 🏛⚡Get The Blueprint | 👀 👩💼 See Examples
#2 The Conversation Starter
People are coming onto your site to learn more about you. Make it easy for them!
○ You don’t have a ton of traffic that comes to your site
○ And you want to take advantage of the traffic that you do have by driving qualified conversations all over your site
○ But you don’t want to have a “one size fits all” website experience
○ So we prescribe: The Conversation Starter
Conversation Starter Bot○ Show on your highest trafficked pages
(home, products, etc), but target to find engaged visitors
○ Great copy, headline, hook, and offer will get you more conversations
○ Think: what would you say in-person? Or what would stop someone in their tracks to talk to you
○ PRO TIP: The preview text is 100 characters
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🤖🧪 Test A Live Bot | 🏛⚡Get The Blueprint | 👀 👩💼 See Examples
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#3 Pricing Page Concierge
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For most companies, this is the highest intent page on their website.
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(But it’s also the most CONFUSING & highest FRICTION)
○ You have a pricing page. A page that shows a higher intent from your buyers than most pages on your site
○ OR you gate your pricing with a form a see more support questions than actual sales conversations going into that form.
○ But you want to be able to answer questions on how your pricing actually works, which plan would be best for them, without updating the website.
○ So we prescribe: The Pricing Page concierge
Pricing Page Bot○ This is one of the highest intent pages on
your site, but gets a lot of questions○ Answer overarching questions about
pricing, to get more details it’s best to chat with a member of your team
○ Let the buyer get just enough information where they want to connect with your team to discuss their use case.
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🤖🧪 Test A Live Bot | 🏛⚡Get The Blueprint | 👀 👩💼 See Examples
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#4 The Demo Bot
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○ You have a “request a demo” form that you try and drive traffic to from your homepage and other pages on your site
○ And you’ve been trying to optimize that page for conversions and have been using Drift to book meetings on other pages on your site.
○ But the form doesn’t convert super well. ○ OR you’ve been using Drift as a second net
on your demo form and it’s outperforming your demo request form.
○ So we prescribe: The Demo bot
Demo Bot○ People who request a demo from your
team have super high intent, but making them jump through hoops means your conversion rate is pretty low.
○ This could end up being a replacement for your request a demo/contact us form can help you ask fewer questions, drive more conversions from your high intent visitors and book meetings for your sales team when their prospects are ready now.
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🤖🧪 Test A Live Bot | 🏛⚡Get The Blueprint | 👀 👩💼 See Examples
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#5 The Email List Supercharger
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○ Your blog drives a ton of traffic to your site and you’re trying to build up your subscriber list
○ This could end up being a replacement for your request a demo/contact us form can help you ask fewer questions, drive more conversions from your high intent visitors and book meetings for your sales team when their prospects are ready now.
Email List Supercharger Bot○ Proactively reach out to the traffic you’re
driving to your blog to add more subscribers
○ This could end up being a replacement for your subscription form and help you personalize your subscription message based on the URL of the blog TH
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🤖🧪 Test A Live Bot | 🏛⚡Get The Blueprint | 👀 👩💼 See Examples
15 Conversational Marketing Examples1. The Second Net2. The Conversation Starter3. The Pricing Page Concierge4. The Demo Bot5. The Email List Supercharger6. The Event Registration Bot7. The Paid Traffic Converter8. The Lead Magnet
9. The Swag Bot10. The Competitive Concierge11. The “You Come Here Often” Bot12. The Fast Lane Bot13. The Dream Client Finder aka The ABM Bot14. The Tour Guide15. The Conversational Homepage
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YOUR TURNIn the Zoom chat panel send us your bots!
Send us the webpage URL.
2 of you will be chosen to receive a free copy of Conversational Marketing
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QUESTIONS?https://www.drift.com/assessment/
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