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Implementing Conversational
Marketing Across Channels:
From Website to Email
.WEBINAR.
September 24, 2019 - 2:00 PM
What is Conversational Marketing?
#CONVERSATIONWITHDRIFT@DRIFT
It builds relationships and creates authentic and personalized experiences with customers and buyers now.
CONVERSATIONAL MARKETING is the fastest way to move buyers through your marketing and sales funnels through the
power of real-time conversations.
LIVE CHAT
CHAT BOTS
The other place conversations happen...
Email.
Conversion rates.
Open invite email
Click to visit landing page
Fill out form on page
Get confirmation email
Attend webinar
%
%
%
%
OVERALL BENCHMARKS● Average open rate: 17.92%
● Average click-through rate: 2.69%
● Average unsubscribe rate: 0.17%
● Average click-to-open rate: 14.10%
● Average bounce rate: 1.06%
https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/
Do as I say, NOT as I do.
SOURCE:
https://www.inc.com/sujan-patel/5-winning-examples-of-sales-emails-done-right.html
B2C is about transactions
B2B is about relationships
B2B is using a B2C approach to email marketing.
Why Relationships Matter
● 96% of all sales and marketing professionals agree that a strong relationship with key stakeholders plays a major role in the outcome of a sale. (Drift)
● The top selling points for B2B customers are vendor reputation (53%), price (47%), customer loyalty (43%), and ease of purchase (38%). (BigCommerce, 2018)
#CONVERSATIONWITHDRIFT@DRIFT
It builds relationships and creates authentic and personalized experiences with customers and buyers now.
CONVERSATIONAL MARKETING is the fastest way to move buyers through your marketing and sales funnels through the
power of real-time conversations.
A Transformation
Hey Kate,
I know that as the year ends and you enter Q4 you’re thinking about how you’ll increase your ad spend to hit your goals. We created this tool called a Brand Lift Test which shows marketing leaders like you how you can make better decisions on ad targeting as you increase your spend.
I have over 10,000 companies already using the Brand Lift Test to help them move their brand metrics in the right direction when they need it most.
@DRIFT
#1 Re-Engagement Email
@DRIFT
#1 The Re-Engagement EmailGoal: re-engage inactive or lost accounts by highlighting prominent developments at your business
● Leads in your database that have gone cold● Sales people aren’t working them (closed lost bucket)● Need to boost your meetings number.● Let’s reach out to people in the past that haven’t converted ● Have anything new to share?● In a human and conversational way
● Emphasize the “then vs now”. You didn’t buy then, but here’s why you should now
● Stick to the highlights. Offer 3 major recent developments that would make a Closed Lost prospect reconsider your product/service
● Finish with an offer to continue the conversation
@DRIFT
#2 .Reply to RSVP.
@DRIFT
#2 Reply to RSVPGoal: Create a compelling event invitation that prompts an immediate and enthusiastic RSVP reply
● Instead of a CTA make it a simple reply. Yes or No● Works well as a forward of a previous standard invite● Keep the email short. Make it easy for a person to say yes.● Add why they should attend and what they’ll get from attending
31%Replied
71%Opened
14%Clicked
● Promote exclusivity, make them feel like they’re in the inner circle
● Give the event details right off the bat. Offer the invite up front and sell them on it later.
● Conclude with an urgent CTA encouraging immediate action
● Add a PS with one last selling point to seal the deal
@DRIFT
#3 .Dead Simple Demo.
@DRIFT
#3 Dead Simple DemoGoal: remove friction. Demo = high intent
● Best used on prospects who have had some prior interaction with your business
● Comes from a human● This is a fast lane play● Some leads are high intent and are a good fit○ You give those leads to your sales team
● You have some other leads that are decent, but not great. ● Works best after they downloaded something.● Just started engaging and why not ask them for a demo
@DRIFT
BONUS .The Direct Mail
Opt-In.
@DRIFT
BONUS The Direct Mail Opt-InGoal: Enable and facilitate direct mail campaigns ● This email serves to not only get a prospect to opt in to a direct mail campaign
by providing their address, but also creates brand awareness● A prospect will have some familiarity with your brand prior to your direct mail
piece arriving and will be more inclined to engage with your campaign● You’re doing the direct mail thing…that’s stuff is crazy expensive● So you don’t want to do it all the time. Quality over quantity● Send them an email saying I want to send you some stuff● Wait for them to jump up and down and say “heck ya!”
@DRIFT
Secret Pro Tip
● Make it a limited quantity● Make it a limited time offer ● Offer something else after they reply with another offer
Conversational marketing book and offer a 50% free ticket to HYPERGROWTH.
● Vague but intriguing subject line
● Keep it informal and offer value straight away to encourage them to keep reading
● Make a polite, minor ask to get them to opt in
● Finish with more intrigue to create a sense of excitement and anticipation
OutlineWhat is Conversational marketing
What it isn’tWhat it is
We’ve established that Conversational Marketing using chat is powerfulConversations though happen everywhere
In-person, on tradeshow floors, at cocktail parties, on the phone, online and via emailHow do these high gloss emails enable conversations
We’ve built emails for Calls to action and not conversationsMarketing=CTA and high gloss finishSales = plain text and ask, ask, ask
Difference between marketing emails and sales emailsRevisit the Conversational Marketing defintion
The differences in b2b vs b2cCTAs=Transactions but sales = relationships
How to make email conversationalDig into how you would redo the Facebook email
Three email plays you can make to build relationshipsBonus Play
Take AwaysThink through each of your marketing channels and how you would use them to start or continue conversations
QUESTIONS?https://siftrock.com/email-bots/
@DRIFT
