This document discusses conversational marketing and chatbots. It defines conversational marketing as having real-time one-on-one conversations to engage with leads. Chatbots are described as a scalable way to implement conversational marketing through automated conversations. The benefits of conversational marketing include creating a more human buying experience, increasing engagement times, generating new leads, and shortening sales cycles. Chatbots are presented as an exciting development in marketing for 2018 that can be easily implemented and work when businesses are not available to converse. Examples show chatbots improving conversion rates by up to 20% and lowering customer acquisition costs.
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ChatBots and conversational marketing | Six & Flow
1. C H A T B O T S & C O N V E R S A T I O N A L M A R K E T I N G
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C A N H E L P Y O U G R O W Y O U R B U S I N E S S I N 2 0 1 8
So, a little bit about me.
My name is Richard Wood. I’m the MD for the inbound marketing agency, Six & Flow based here in Manchester. We’re a HubSpot Platinum partner and work primarily in B2B and regulated B2C markets.
We talk about ourselves being a growth marketing agency because we help clients across the funnel. From filling it at the top, to marketing and sales automation at the bottom. We use everything from content, to automation and biddable media through to sales enablement.
I know I am here to talk through chatbots and how they fit within the digital realm, but I first wanted to give a bit of back ground to them.
The marketing landscape has changed significantly over the last few years and buyers are consuming media differently to how they used to. Tactics that were working are slowly dying out.
And that’s before you even take GDPR into account…
We need to make business (and in particular, marketing) personal again.
But I guarantee, it was because the experience was personal to you in some way.
And that means replacing forms and follow-ups with real-time conversations
To set the scene, there are an awful lot of people using chat. It’s become almost ubiquitous.
Games , social media, a map and an app that apple forced all new users to have…
Now, only a few years on, messaging apps are the dominant applications.
I defy you to tell me you don't have at least one of those apps on your phone...
So, what is conversational marketing? Here’s a definition from the guys over at Drift.
Media became a filter between buyers and sellers.
We started to use positioning statements, elevator pitches, false promises, but we lost the expertise and the insight.
People can speak with the brand immeadiately.
It's now a tactic that can be executed on mass.
It's engaging, which as we all know is likely to breed "brand champions" and "evangelists"
Having these real-time conversations with actual customers gives you unparalled insight
To start off with, you need to capture the leads. You can either replace forms with chatbots or use them as a secondary source.
Use conversations to qualify them.
“What are you looking for?”
“What’s your budget?”
“When are you looking to buy?”
Then send them to your sales team.
Then connect them them with the right person (or thing).
Conversational marketing sits across the whole funnel. From unidentified visitor through to customer.
So, how is that scalable? To have a 1-to-1 conversation en mass would take huge resource.
Do we all remember this guy?
He had good intentions, but was ultimately a pain in the arse.
He was trying to help, but he just wasn’t that clever. He got in your way, lead you down blind alleys and was very quickly turned off.
For a lot of us, he was our first experience with a digital assistant. He was alienating.
But it’s a different world now.
Who’s got one of these?
A modern day, life encapsulating “paper clip”.
It helps us book taxis, organise events, find music, keep time… turn off our Christmas tree lights…
What about this?
We’re now talking to our phones, watches, tvs – and we expect them to work.
My prediction is that chatbots will be the most exciting thing in marketing in 2018.
Last month, Saleforce announced the release of its “myEinstein” point and click builder for AI powered bots.
Earlier in the year, HubSpot announced the acquisition of Motion.ai the chatbot builder.
In short, the give conversational marketing scalability.
Very human way – ChatBots converse with site visitors, prospects and customers in a medium they understand and in a way they want to communicate.
This is what we refer to a our night watchman – cricket reference for those ashes fans – this robot kicks in when we’re not about. It works on a pre ordained script and works to direct people around the site – as with the landing page, it’s also designed to have personality.
These two combined have seen our overall lead volume increase by 17% month on month.
We’ve run multiple tests and experiments across our own and client campaigns.
Varying sectors, from form-less landing pages to midnight sales agents – it’s more than incremental improvements.
This is an example of a form less landing page, run on one of our own campaigns.
Varying sectors, from form-less landing pages to midnight sales agents – it’s more than incremental improvements.