2 min read
THE DEMISE OF MQL
Marketing and sales have evolved through distinct eras shaped by technological advancements, trends, and societal changes. The year 2020 expedited...
2 min read
Writing Team
:
Aug 18, 2023 2:24:33 PM
Conversational Marketing offers a seamless and real-time buying experience that addresses immediate buyer needs. It's land on a website - BOOM - have a chatbot or other tech-powered way to start talking immediately.
This approach to marketing is gaining popularity, creating a new and valuable way to measure someone's interest and capitalize on it... FAST.
This dynamic approach maintains the conversation's momentum while automated lead processing systems work in the background.
Sales professionals can then step in at the right moment and elevate the relationship to the next level.
Conversational Marketing doesn't require a complete overhaul of your marketing strategy.
Rather, it enhances the existing customer experience, making it simpler to connect buyers with sales solutions.
This is achieved through a three-step framework known as the Conversational Framework.
Buyers gain instant access to information through chat or human interaction. This real-time engagement not only enriches the customer experience but also boosts conversion rates.
Conversational Marketing provides real-time buyer identification and qualification. Integration of Conversational Marketing software with CRM, MAP, or data enrichment tools enables personalized messaging to engage buyers effectively.
Sales teams guide buyers along the appropriate path, enhancing the relationship. Buyers that progress through this framework are referred to as "conversation-ready leads" (CQLs).
The process of generating CQLs offers a quicker route from a prospect's initial inquiry to a productive sales conversation. Unlike the conventional MQL process, which leaves buyers hanging during lead processing, routing, and sales follow-up, the CQL process involves immediate buyer engagement. While lead processing occurs in the background, the conversation proceeds unhindered.
Let's examine a typical CQL process for an existing buyer. When a prospect returns to your website:
If the buyer is already assigned to a sales rep, the bot notifies the relevant representative that the lead is active on the site.
While the conversation unfolds, backend processes sync relevant information into the Marketing Automation Platform (MAP).
The MAP timestamps the lead, attributes associated campaigns, and scores the lead using behavioral and firmographic data.
Ownership and status updates occur automatically, streamlining the sales process.
CDRs monitor conversations between prospects and chatbots, intervening to take over and schedule meetings when appropriate. This personalized approach keeps the conversation moving and facilitates further engagement.
Incorporating Conversational Marketing doesn't require starting from scratch. Four key methods facilitate its integration:
Transitioning from lead forms to real-time chat ensures immediate qualification and engagement. It prevents leads from slipping through the cracks and offers a superior customer experience.
Enabling live chat options fosters real-time human-to-human interaction, enhancing buyer engagement during business hours.
Rule-based and AI-powered chatbots scale website engagement, offer immediate responses, and qualify leads efficiently.
AI chatbots, driven by Natural Language Processing, mimic human interactions, freeing sales teams from repetitive tasks and focusing on sales.
For those new to Conversational Marketing, here's a recommended starting approach:
As technology reshapes our world, it's time to evolve marketing strategies accordingly. Conversational Marketing's potential is vast, promising enhanced customer satisfaction, efficient lead generation, improved conversion rates, empowered sales teams, and overall business growth. Embracing this paradigm shift can lead to remarkable outcomes for companies willing to embrace change and generate conversation-ready leads.
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