Conversation has always been at the heart of our most authentic relationships. Whether it is a business deal or a personal connection, they are a driving force in building a foundation of trust.
Enter Conversational Marketing – the new paradigm for completing your deals and converting prospects in minutes.
What is conversation marketing?
Conversational Marketing is the strategy of the 1: 1 relationship between you and your customer in the form of real-time conversations. It is a marketing channel that enables two-way communication between buyers and sellers to provide critical purchase information that speeds their journey to purchase. Put simply – speak to your prospects and customers immediately and experience faster conversions.
Many people associate conversational marketing with chatbots. While chatbots are a form of conversational marketing, they are only a small part of the overall conversational marketing realm. In reality, it encompasses a wide variety of forms from live chat, chatbots, voice bots to audio conversations.
The problem with the current B2B buying process
First, let’s identify the issues with the current B2B buying process. This will help provide context on how conversational marketing is the smartest solution for your sales and marketing efforts.
Problem # 1: One-way communication
In recent years, people have become wired to communicate using synchronous conversation apps like Whatsapp, Wechat, Facebook Messenger, and iMessage. They all send and receive messages almost instantly, making us feel like we have the next best thing after a face-to-face conversation.
But companies haven’t necessarily used this type of communication in their buying process.
When a prospect lands on a B2B website, the only available method of communication between the company and the prospect is often asynchronous: email or some sort of web form.
Problem # 2: Intrusive Marketing
The other big problem in B2B marketing is intrusive messaging, which involves asking for emails or spamming the entire page with pop-up ads. And while these practices seem like the best way to grab a user’s attention, they only detract from the user experience.
Additionally, a lot of this intrusive content tries to get in touch with a website visitor at the wrong time. Why would someone want to sign up for your newsletter before reading any of your content?
Your marketing will always feel irrelevant and intrusive if it’s not driven by your prospects.
Problem # 3: Long wait
Often times, one has to go through a series of questions on the website form before the actual conversation between a seller and the prospect begins.
This process is not suitable for prospects or companies as there are usually long waiting times to get a response from both sides.
With conversational marketing, businesses can stay one step ahead and easily eliminate these issues in the buying process.
Benefits of conversational marketing
In order to successfully integrate the process of conversational marketing into your business strategy, you need to understand its three main attributes.
1: 1 engagement
One-to-one engagement means having a buyer-led conversation with a company where the focus isn’t just on marketing your product or delivering confident content to the buyer, but instead helping them with their buying journey.
The door-to-door marketing talk of companies asking visitors to sign up or download content is long gone. Instead, visitors want to be heard and need someone who understands their pain points and guides them to the best possible solution.
To do this, they need to have a real conversation with someone from the company. But companies make it difficult for their buyers to reach them. An email conversation takes time and lengthens something that could be a quick fix.
Customers today expect everything in real time. Look around; we are all equipped with different conversation apps that we use on a daily basis.
Whatsapp, Wechat, Facebook Messenger and iMessage are examples of real-time conversations. But when it comes to a conversation with a company, we are forced to rely on asynchronous forms of communication.
What if you walk into a showroom and ask one of the staff a question? What if she didn’t answer your questions then asked about your email and told you that you should expect an answer in the next two days. Sounds ridiculous, doesn’t it?
In conversational marketing, this asynchronous communication mode is replaced by real-time communication.
Companies can easily take advantage of the habits of people who chat in real time.
In today’s digital age, buyers are well informed before speaking to a sales rep. With a slew of review sites and product comparisons, today’s buyers don’t need to experience intrusive content from sales and marketing teams.
In conversational marketing, the buyer has complete control over the buying experience, so they define their call-to-action.
The entire conversational marketing experience is centered on buyer intent and consent. Any good conversational marketing solution should try to understand the prospect’s intent and obtain their consent to deliver informative content.
FAQ – Frequently asked questions about conversational marketing
What are the best practices for conversational marketing?
As with any new channel you introduce into your workflow, you need to refine your strategy and resources in order to adapt successfully. In conversational marketing, you need to focus on prioritizing your buyers, integrating them with your existing marketing automation and CRM platforms, and using a combination of human-first and chatbot applications.
2. Can Conversational Marketing be integrated into my existing workflows?
Conversational Marketing should fit directly into your existing workflows without problems or interruptions. Seamlessly integrating with your current integrations – marketing automation, CRMs, and collaboration tools – will make it easier for your teams to incorporate them into their current workflows.
3. How do I combine both human-first and chatbots in order to achieve optimal customer service?
Nothing beats when your best sales rep is talking to your prospect. But they are human after all. Sales reps cannot be available 24/7.
You can program your chatbot to schedule meetings with sales reps if they are not immediately available. With ZoomInfo Chat you can set up fixed office hours for your team to respond to inquiries. As soon as they go offline, deploy the bot to collect all relevant data from visitors and book meetings so you don’t miss any opportunity.
4. Do I have to delete all forms on my website?
Conversational Marketing speeds up your lead capture process. Our form-based acceleration allows you to sync all of your lead capture forms with your bot so that the moment a lead fills out a form, your bot will take action and continue the conversation.
Disclaimer of liability
ZoomInfo Technologies Inc. published this content on June 28, 2021 and is solely responsible for the information contained therein. Distributed by public, unedited and unchanged, on June 28, 2021 15:51:11 UTC.