{"id":97640,"date":"2022-07-13T17:25:08","date_gmt":"2022-07-13T21:25:08","guid":{"rendered":"https:\/\/www.drift.com\/?page_id=97640"},"modified":"2023-05-30T15:18:31","modified_gmt":"2023-05-30T19:18:31","slug":"conversational-marketing","status":"publish","type":"page","link":"https:\/\/www.drift.com\/conversational-marketing\/","title":{"rendered":"Conversational Marketing"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":86,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"template-components.php","meta":{"inline_featured_image":false},"acf":{"internal_page_name":"Conversational Marketing Learn","custom_css_file_name":"","include_intellimize":[],"include_intellimize_async":false,"inject_into_header":"<script type=\"application\/ld+json\">\r\n{\r\n    \"@context\": \"http:\/\/schema.org\",\r\n    \"@type\": \"Article\",\r\n    \"mainEntityOfPage\": {\r\n        \"@type\": \"WebPage\",\r\n        \"@id\": \"https:\/\/www.drift.com\/conversational-marketing\/\"\r\n    },\r\n    \"headline\": \"Conversational Marketing\",\r\n    \"datePublished\": \"2018-11-13T15:47:47-0500\",\r\n    \"dateModified\": \"2020-04-25T15:47:47-0500\",\r\n    \"author\": {\r\n        \"@type\": \"Person\",\r\n        \"name\": \"Bill King\"\r\n    },\r\n    \"description\": \"\",\r\n    \"image\": {\r\n        \"@type\": \"ImageObject\",\r\n        \"url\": \"https:\/\/www.drift.com\/wp-content\/uploads\/2020\/03\/2003-Conversational-Marketing-unfurl.jpg\",\r\n        \"width\": 1000,\r\n        \"height\": 500\r\n    },\r\n    \"publisher\": {\r\n        \"@type\": \"Organization\",\r\n        \"name\": \"Drift\",\r\n        \"logo\": {\r\n            \"@type\": \"ImageObject\",\r\n            \"url\": \"https:\/\/mk0drift0ho9g7wbfexi.kinstacdn.com\/wp-content\/uploads\/2019\/09\/2019-DriftLogo-black160x50-01.png\",\r\n            \"width\": 160,\r\n            \"height\": 51\r\n        }\r\n    }\r\n}\r\n<\/script>","cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"background_color":"","image":{"image":false,"wistia_video_id":"","background_color":"","background_image":false},"add_brand_icon":"","layout_options":{"top_border":"","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false},"mobile":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false}},"disable_image_lazy_loading":false,"components":[{"acf_fc_layout":"m3_hero_l3","logo":false,"eyebrow":"","title":"Conversational Marketing","content":"<p>Want to learn more about Conversational Marketing? You&#8217;ve come to the right place.<\/p>\n","author_details":{"image":false,"name":"","date":""},"cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"drift_playbook_id":"","image":{"image":99033,"wistia_video_id":"","background_color":"","background_image":"https:\/\/www.drift.com\/wp-content\/uploads\/2022\/09\/Conversational-Marketing-grain.png"},"display_content_on_right":false,"disable_image_lazy_loading":false,"add_brand_icon":"icon","layout_options":{"top_border":"","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false},"mobile":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false}}},{"acf_fc_layout":"m19_text_basic","title":"What Is Conversational Marketing?","content":"<p><span style=\"font-weight: 400;\">Conversational Marketing is a dialogue-driven approach to marketing that uses real-time conversations to engage site visitors and quickly move them through the buying journey. It creates an authentic experience that builds relationships with customers and buyers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Drift created the Conversational Marketing category because we saw how the traditional B2B sales process alienated buyers \u2014 even though buyers were the ones now calling the shots.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So instead of forcing people to go through lead capture forms and wait days for a response, we built a <\/span><a href=\"https:\/\/www.drift.com\/platform\/conversational-marketing\/\"><span style=\"font-weight: 400;\">Conversational Marketing platform<\/span><\/a><span style=\"font-weight: 400;\"> that uses targeted messaging and <\/span><a href=\"https:\/\/www.drift.com\/platform\/custom-chatbots\/\"><span style=\"font-weight: 400;\">intelligent chatbots<\/span><\/a><span style=\"font-weight: 400;\"> to engage with people when they\u2019re on your website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Making it easier for people to engage with your business will help you convert more of the right leads faster. Which means happier customers and a happier company.<\/span><\/p>\n","cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"layout_options":{"top_border":"thick","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false},"mobile":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false}}},{"acf_fc_layout":"m19_text_basic","title":"How Conversational Marketing Is Changing the Way Your Customers Buy","content":"<p>There\u2019s a problem with the way we\u2019ve been taught to market and sell\u2014it no longer matches how buyers buy things.<\/p>\n<p>Think about it\u2014when you\u2019re not talking to someone face-to-face, where do most of your conversations happen? For most people, the answer looks a lot like this:<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-97662\" src=\"https:\/\/www.drift.com\/wp-content\/uploads\/2022\/07\/socials-image@2x.png\" alt=\"\" width=\"1220\" height=\"814\" \/><\/p>\n<p class=\"margin-top__sm\">People love communicating with messaging because it\u2019s fast, easy, and actually feels like a conversation. <span style=\"font-weight: 400;\">So it\u2019s not surprising that, in 2021, some of the <\/span><a href=\"https:\/\/www.drift.com\/books-reports\/conversational-marketing-trends\/\"><span style=\"font-weight: 400;\">most popular communication channels<\/span><\/a><span style=\"font-weight: 400;\"> included online live chat (61%), phone and\/or video call (58%), and email (50%).<\/span><\/p>\n<p>But most businesses are still forcing people to jump through endless hoops before a conversation takes place.<\/p>\n<p><strong>Here&#8217;s how the traditional funnel works these days:<\/strong><\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-97661\" src=\"https:\/\/www.drift.com\/wp-content\/uploads\/2022\/07\/current-workflow@2x.png\" alt=\"\" width=\"1200\" height=\"558\" \/><\/p>\n<p><b>Buyers and customers don\u2019t have time for this anymore, and <\/b><a href=\"https:\/\/www.drift.com\/books-reports\/conversational-marketing-trends\/\"><b>the numbers show it<\/b><\/a><b>:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">27% more B2B buyers expressed frustration with old school forms in 2021 than in 2020.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Email usage has dropped by 25% since 2020.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The demand for immediacy has grown by an average of 64% year-over-year.<\/span><\/li>\n<\/ul>\n<p>The B2B buying process has become cold, impersonal, and way more painful for the buyer than it needs to be.<\/p>\n<p>The fix?<\/p>\n<p><strong>We need to make business actually feel personal again.<\/strong><\/p>\n<p>Conversational marketing builds relationships and creates authentic experiences with customers and buyers.<\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-97644\" src=\"https:\/\/www.drift.com\/wp-content\/uploads\/2022\/07\/2207_ConMarGraphic_Using-Drift-copy.png\" alt=\"\" width=\"2060\" height=\"1906\" srcset=\"https:\/\/www.drift.com\/wp-content\/uploads\/2022\/07\/2207_ConMarGraphic_Using-Drift-copy.png 2060w, https:\/\/www.drift.com\/wp-content\/uploads\/2022\/07\/2207_ConMarGraphic_Using-Drift-copy-1536x1421.png 1536w, https:\/\/www.drift.com\/wp-content\/uploads\/2022\/07\/2207_ConMarGraphic_Using-Drift-copy-2048x1895.png 2048w\" sizes=\"(max-width: 2060px) 100vw, 2060px\" \/><\/p>\n","cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"layout_options":{"top_border":"thin","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false},"mobile":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false}}},{"acf_fc_layout":"m19_text_basic","title":"How Do You (actually) Do Conversational Marketing?","content":"<p><span style=\"font-weight: 400;\">Implementing Conversational Marketing doesn\u2019t force you to blow everything up and start from scratch.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s more like turning on a new lead generation channel that complements your existing marketing efforts. We boiled it down into a simple framework called the <\/span><a href=\"https:\/\/www.drift.com\/conversational-framework\/\"><span style=\"font-weight: 400;\">Conversational Framework.<\/span><\/a><span style=\"font-weight: 400;\"> It consists of three steps:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Engage<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Understand<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Recommend<\/b><\/li>\n<\/ol>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-97671\" src=\"https:\/\/www.drift.com\/wp-content\/uploads\/2022\/07\/conversational-framework-block-e1657740991780.png\" alt=\"\" width=\"600\" height=\"682\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The Conversational Framework isn\u2019t a new marketing and sales funnel. <\/span><b>It\u2019s a way to have conversations, build relationships, and <\/b><b><i>move <\/i><\/b><b>people through the funnel you already have.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s break down each step.<\/span><\/p>\n","cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"layout_options":{"top_border":"","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":true,"remove_bottom_padding":false},"mobile":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":true,"remove_bottom_padding":false}}},{"acf_fc_layout":"m19_text_basic","title":"Step 1: Engage More Leads with Chat Instead of Forms","content":"<p><span style=\"font-weight: 400;\">What happens when you give visitors ways to instantly start conversations on your website instead of forcing them to fill out forms? For most businesses, it means higher conversion rates, more opportunities, and a more personal experience with the customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With Conversational Marketing, when a visitor clicks download, contact sales, or book a demo, you want to immediately jumpstart the conversation. From there, you can move people through your funnel instead of forcing them to wait for a follow-up email \u2014 as long as that\u2019s what they want.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-97658\" src=\"https:\/\/www.drift.com\/wp-content\/uploads\/2022\/07\/chat-popup.png\" alt=\"\" width=\"630\" height=\"181\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Of course, you can\u2019t have someone operating your <\/span><a href=\"https:\/\/www.drift.com\/platform\/live-chat\/\"><span style=\"font-weight: 400;\">live chat<\/span><\/a><span style=\"font-weight: 400;\"> 24\/7. That\u2019s why we built <\/span><a href=\"https:\/\/www.drift.com\/platform\/custom-chatbots\/\"><span style=\"font-weight: 400;\">intelligent chatbots<\/span><\/a><span style=\"font-weight: 400;\"> that make Conversational Marketing work for your business no matter the time of day. Now, you can engage people on your website when they want to engage with you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also send targeted messages to the visitors who seem most likely to buy instead of waiting for them to initiate the conversation. Whether you want to offer assistance to people browsing your pricing page or check in on repeat visitors, with Drift, you can proactively reach out to the people who are serious about buying.<\/span><\/p>\n","cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"layout_options":{"top_border":"thick","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false},"mobile":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false}}},{"acf_fc_layout":"m19_text_basic","title":"Step 2: Understand Leads and What They Want in Minutes Instead of Days","content":"<p><span style=\"font-weight: 400;\">In the typical qualification process, qualifying a lead can take <\/span><i><span style=\"font-weight: 400;\">days<\/span><\/i><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But according to <\/span><a href=\"https:\/\/hbr.org\/2011\/03\/the-short-life-of-online-sales-leads\"><span style=\"font-weight: 400;\">a study from Harvard Business Review<\/span><\/a><span style=\"font-weight: 400;\">, companies need to respond within five minutes of initial contact to have the best chance of qualifying a lead. Wait any longer and your odds of qualifying the lead decrease by 400%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With Conversational Marketing, bots keep you available 24\/7 to engage with new leads instantly. <\/span><a href=\"https:\/\/www.drift.com\/platform\/custom-chatbots\/\"><span style=\"font-weight: 400;\">Chatbot platforms<\/span><\/a><span style=\"font-weight: 400;\"> can understand who those visitors are and what they want by qualifying those leads in real-time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Build your bot using questions similar to the ones you ask on forms or qualifying calls. The bot will then have a conversation with the lead to understand them better and recommend the best next step for them. By doing this, you\u2019ll speed up response times and ensure your sales rep jump in with the right people at the right time.\u00a0<\/span><\/p>\n","cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"layout_options":{"top_border":"","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":true,"remove_bottom_padding":true},"mobile":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":true,"remove_bottom_padding":true}}},{"acf_fc_layout":"m12_cta","use_narrow_layout":true,"eyebrow":"","logo":false,"title":"Ready to accelerate your revenue with Conversational Marketing?","content":"<p>Get a step-by-step blueprint to help your business roll out Conversational Marketing NOW.<\/p>\n","cta":{"link":{"title":"Get the Blueprint","url":"\/conversational-marketing\/#CM-blueprint","target":""},"button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"drift_playbook_id":"","display_content_on_right":false,"background_color":"light_grey","disable_image_lazy_loading":false,"layout_options":{"top_border":"","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":true,"remove_bottom_padding":false},"mobile":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":true,"remove_bottom_padding":false}}},{"acf_fc_layout":"m19_text_basic","title":"","content":"<p><span style=\"font-weight: 400;\">Bots also understand who might not be ready for a sales conversation and can disqualify visitors, saving your reps valuable time. Drift\u2019s chatbots can deliver resources to unqualified visitors and help customers looking for support without eating into your sales reps\u2019 time.<\/span><\/p>\n","cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"layout_options":{"top_border":"","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false},"mobile":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false}}},{"acf_fc_layout":"m19_text_basic","title":"Step 3: Recommend the Right Next Step to Move Leads Through Your Funnel","content":"<p><span style=\"font-weight: 400;\">Bots are great at engaging and understanding leads, but nothing beats human-to-human interaction once it\u2019s time to close the sale. That\u2019s why bots use intelligent routing to connect leads to your sales team and automatically book meetings for them \u2014 so your reps can focus on selling.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With intelligent routing, bots will always make sure the right leads go to the right reps. If you have multiple reps in the same territory, leads can be assigned on a rotational basis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once sales reps connect their calendars, bots can <\/span><a href=\"https:\/\/www.drift.com\/platform\/meetings\/\"><span style=\"font-weight: 400;\">book meetings for qualified leads<\/span><\/a><span style=\"font-weight: 400;\"> directly from the chat. Your sales team will appreciate waking up to calendars full of high-quality meetings.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-97668\" src=\"https:\/\/www.drift.com\/wp-content\/uploads\/2022\/07\/chelsea-calendar.png\" alt=\"\" width=\"510\" height=\"893\" \/><\/p>\n<p class=\"margin-top__sm\"><span style=\"font-weight: 400;\">If someone isn\u2019t ready for a meeting, the bot can provide resources to answer their questions or suggest personalized solutions. And they can nurture leads to the next stage by further qualifying them and delivering relevant content over time. This is one of the key differences between Conversational Marketing and traditional inbound marketing \ud83d\udc47<\/span><\/p>\n<p><img loading=\"lazy\" class=\"alignnone size-full wp-image-97678\" src=\"https:\/\/www.drift.com\/wp-content\/uploads\/2022\/07\/old-vs-new-way@2x.png\" alt=\"\" width=\"1394\" height=\"750\" \/><\/p>\n","cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"layout_options":{"top_border":"","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":true,"remove_bottom_padding":false},"mobile":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":true,"remove_bottom_padding":false}}},{"acf_fc_layout":"m19_text_basic","title":"The 6 Key Benefits of Conversational Marketing","content":"<p><span style=\"font-weight: 400;\">You\u2019ve already read about some of the positive results many different businesses have been able to achieve through Conversational Marketing. But those aren\u2019t the only benefits you can expect.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are the six biggest benefits of using conversations to capture and qualify leads:<\/span><\/p>\n<h4>1. You create a more human buying experience<\/h4>\n<p><span style=\"font-weight: 400;\">Even as B2B buying has become more digital, buyers still crave real-time interactions. With a <\/span><a href=\"https:\/\/www.drift.com\/platform\/conversational-marketing\/\"><span style=\"font-weight: 400;\">Conversational Marketing software<\/span><\/a><span style=\"font-weight: 400;\"> in place, your website no longer feels like an empty store without salespeople.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, you can actually say \u201chello\u201d to the people taking the time to visit your site, allowing them to start a conversation when it\u2019s most convenient for them. Through a positive site experience, you can build trust with your buyers so that, when it comes time to buy, you\u2019ll be the first to come to mind.<\/span><\/p>\n<h4>2. You learn a ton about your buyers and customers<\/h4>\n<p><span style=\"font-weight: 400;\">Lead forms are good for collecting contact info, but they\u2019re not great at providing context. On the other hand, in a conversation, you can easily delve into why a buyer came to your site, what their biggest pain points are, and which product features are most important to them. Plus, you won\u2019t have to second-guess whether a lead fits your ideal customer profile or is actually looking for support \u2014 you\u2019ll know by the end of the conversation.<\/span><\/p>\n<h4>3. You convert more leads and <i>better<\/i> leads<\/h4>\n<p><a href=\"https:\/\/www.linkedin.com\/business\/marketing\/blog\/tech\/the-future-tech-buying-committee-what-marketers-need-to-know\"><span style=\"font-weight: 400;\">81% of tech buyers<\/span><\/a><span style=\"font-weight: 400;\"> who encounter gated content simply decide not to download it. Conversations can help you engage with these buyers who never would have filled out a lead form. That\u2019s how global cybersecurity and compliance company <\/span><a href=\"https:\/\/www.drift.com\/case-studies\/proofpoint\/\"><span style=\"font-weight: 400;\">Proofpoint<\/span><\/a><span style=\"font-weight: 400;\"> saw a 147% increase in website visitor email submissions and a 578% increase in chat-sourced opportunities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chatbots can also help you pinpoint target accounts as well as visitors who have high intent to buy so that your sales team can focus their time and effort on those conversations.<\/span><\/p>\n<h4>4. You deliver personalized recommendations for site visitors<\/h4>\n<p><span style=\"font-weight: 400;\">No two buyers are the same \u2014 and a conversational experience allows you to build on that. Instead of dropping unqualified leads or people who aren\u2019t ready to buy, your chatbots can deliver relevant resources or work on nurturing those visitors to the next stage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also draw on insights from your conversations to better tailor the buying journey for qualified leads. This is especially useful for uncovering opportunities to cross-sell and upsell to existing customers.<\/span><\/p>\n<h4>5. You shorten your sales cycle<\/h4>\n<p><span style=\"font-weight: 400;\">Leads qualified through conversations \u2014 called <\/span><a href=\"https:\/\/www.drift.com\/blog\/replacing-mqls-with-cqls\/\"><span style=\"font-weight: 400;\">conversation qualified leads (CQLs)<\/span><\/a><span style=\"font-weight: 400;\"> \u2014 tend to close faster than leads qualified through traditional methods.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using Drift, HR management company <\/span><a href=\"https:\/\/www.drift.com\/case-studies\/zenefits\/\"><span style=\"font-weight: 400;\">Zenefits<\/span><\/a><span style=\"font-weight: 400;\"> was able to shorten their sales cycle from more than six months to as short as 12 days.<\/span><\/p>\n<h4>6. You help sales close more deals<b> efficiently<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Chatbots are prepared to engage with site visitors 24\/7 \u2014 whether they are an executive from a target account or a completely new lead. This means that no opportunity will slip past you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Intelligent routing also makes it easy for your sales team to jump into the conversation at the right time and with the right people, allowing them to focus on closing deals. <span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Example replacement copy: \\&quot;Over the course of one year, SAP Concur saw their conversations lead to more than $10M in attributed pipeline.\\&quot;&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:5053,&quot;3&quot;:{&quot;1&quot;:0},&quot;5&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;6&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;7&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;8&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;10&quot;:1,&quot;11&quot;:4,&quot;12&quot;:0,&quot;15&quot;:&quot;Proxima Nova&quot;}\">Over the course of one year, <a href=\"https:\/\/www.drift.com\/case-studies\/sap-concur\/\">SAP Concur<\/a> saw their conversations lead to more than $10M in attributed pipeline.<\/span><\/span><\/p>\n","cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"layout_options":{"top_border":"thin","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":true},"mobile":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":true}}},{"acf_fc_layout":"m12_cta","use_narrow_layout":true,"eyebrow":"","logo":false,"title":"Ready to Make Conversational Marketing Work for You?","content":"<p>Conversational Marketing helps spark conversations, uncover opportunities, and book more meetings. Make buying a two-way street with real-time conversations.<\/p>\n","cta":{"link":{"title":"Get a Demo","url":"#getademo","target":""},"button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"drift_playbook_id":"","display_content_on_right":false,"background_color":"light_grey","disable_image_lazy_loading":false,"layout_options":{"top_border":"","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":true,"remove_top_padding":true,"remove_bottom_padding":false},"mobile":{"add_top_margin":false,"add_bottom_margin":true,"remove_top_padding":true,"remove_bottom_padding":false}}},{"acf_fc_layout":"m19_text_basic","title":"Conversational Marketing Examples","content":"<p><span style=\"font-weight: 400;\">Now that you know what Conversational Marketing is, how it works, and what benefits it offers, you\u2019re probably wondering what it looks like in practice. While Conversational Marketing isn\u2019t exclusive to live chat and chatbots, we wanted to showcase what a conversational approach looks like \u2014 at every stage of the buying journey.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are three examples from <\/span><a href=\"https:\/\/www.drift.com\/really-good-chatbot-examples\/\"><span style=\"font-weight: 400;\">our collection of really good chatbots<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<h4>1. Gong\u2019s Engage All Chatbot<\/h4>\n<p><span style=\"font-weight: 400;\">At the beginning of your Conversational Marketing journey, you want to create a chatbot that is ready to engage with all site visitors and help each of them find what they are looking for. Gong does this with their Engage All chatbot:<\/span><\/p>\n<div style=\"width: 2766px;\" class=\"wp-video\"><!--[if lt IE 9]><script>document.createElement('video');<\/script><![endif]-->\n<video class=\"wp-video-shortcode\" id=\"video-97640-1\" width=\"2766\" height=\"1418\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.drift.com\/wp-content\/uploads\/2021\/11\/Gong-Engage-All.mp4?_=1\" \/><a href=\"https:\/\/www.drift.com\/wp-content\/uploads\/2021\/11\/Gong-Engage-All.mp4\">https:\/\/www.drift.com\/wp-content\/uploads\/2021\/11\/Gong-Engage-All.mp4<\/a><\/video><\/div>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">This bot starts off by <\/span><b>engaging <\/b><span style=\"font-weight: 400;\">the site visitor with a cheeky hook. Then, it asks some follow-up questions to <\/span><b>understand <\/b><span style=\"font-weight: 400;\">why the visitor is on their site. Finally, the bot <\/span><b>recommends <\/b><span style=\"font-weight: 400;\">either a meeting with sales or best practice content, depending on whether they are a good fit for Gong.<\/span><\/p>\n<h4>2. Brandwatch\u2019s Persona Targeting Chatbot<\/h4>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve successfully built several chatbots that engage site visitors, you want to create personalized playbooks to increase engagement and qualified pipeline. Brandwatch does this using a custom playbook on one of their industry pages:<\/span><\/p>\n<div style=\"width: 1440px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-97640-2\" width=\"1440\" height=\"900\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.drift.com\/wp-content\/uploads\/2021\/11\/Brandwatch-Industry.mp4?_=2\" \/><a href=\"https:\/\/www.drift.com\/wp-content\/uploads\/2021\/11\/Brandwatch-Industry.mp4\">https:\/\/www.drift.com\/wp-content\/uploads\/2021\/11\/Brandwatch-Industry.mp4<\/a><\/video><\/div>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The bot <\/span><b>engages<\/b><span style=\"font-weight: 400;\"> the visitor by acknowledging a specific pain point and offering the chance to speak with an expert. It does this because it <\/span><b>understands <\/b><span style=\"font-weight: 400;\">that the visitor is further along in the buying journey as they are looking at industry-specific solutions. That\u2019s why the bot <\/span><b>recommends <\/b><span style=\"font-weight: 400;\">a conversation with sales upfront.<\/span><\/p>\n<h4>3. Okta\u2019s Return Visitor Chatbot<\/h4>\n<p><span style=\"font-weight: 400;\">To create an even more personalized experience, you want to set up chatbots that personalize every step of the buying journey to shorten sales cycles and close more revenue. Okta does this with their Return Visitor chatbot:<\/span><\/p>\n<div style=\"width: 1280px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-97640-3\" width=\"1280\" height=\"720\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.drift.com\/wp-content\/uploads\/2021\/11\/Okta_Homepage-Assitant-Return-Visitor_AI.mp4?_=3\" \/><a href=\"https:\/\/www.drift.com\/wp-content\/uploads\/2021\/11\/Okta_Homepage-Assitant-Return-Visitor_AI.mp4\">https:\/\/www.drift.com\/wp-content\/uploads\/2021\/11\/Okta_Homepage-Assitant-Return-Visitor_AI.mp4<\/a><\/video><\/div>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">This AI-enabled chatbot is designed to <\/span><b>engage <\/b><span style=\"font-weight: 400;\">with return visitors using a custom hook. Then, the bot tries to <\/span><b>understand <\/b><span style=\"font-weight: 400;\">by giving the visitor several chat button options, as well as allowing them to simply type in what they want. Lastly, the bot <\/span><b>recommends <\/b><span style=\"font-weight: 400;\">a meeting with sales along with other resources for those not ready to chat.<\/span><\/p>\n","cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"layout_options":{"top_border":"thick","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false},"mobile":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false}}},{"acf_fc_layout":"m19_text_basic","title":"Conversational Marketing FAQ","content":"<p><span style=\"font-weight: 400;\">Here are the most common questions we get related to Conversational Marketing:<\/span><\/p>\n<h5><b>Do I have to completely remove all of my lead capture forms?<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">No. Getting started with Conversational Marketing isn\u2019t an \u201call or nothing\u201d decision. Rather than removing all forms from your site, you could start by adding live chat and chatbots as a second net \u2014 an alternative to forms for leads who are ready to talk to someone immediately. That will open a new way for your prospects to engage with you that\u2019s more natural and personal.<\/span><\/p>\n<h5><b>How do I measure the effectiveness of Conversational Marketing?<\/b><\/h5>\n<p><a href=\"https:\/\/www.drift.com\/platform\/\"><span style=\"font-weight: 400;\">Drift\u2019s Conversational Marketing platform<\/span><\/a><span style=\"font-weight: 400;\"> gives you <\/span><a href=\"https:\/\/www.drift.com\/platform\/reporting\/\"><span style=\"font-weight: 400;\">dashboards<\/span><\/a><span style=\"font-weight: 400;\"> that show you how many leads you\u2019ve captured and qualified with conversations, how many meetings you booked and scheduled, and how much revenue and pipeline your conversations are driving. You can even see the total amount of sales opportunities influenced.<\/span><\/p>\n<h5><b>Can I use Conversational Marketing and chatbots for customer support?<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Yes! <\/span><a href=\"https:\/\/www.drift.com\/platform\/conversational-service\/\"><span style=\"font-weight: 400;\">Drift Conversational Service<\/span><\/a><span style=\"font-weight: 400;\"> helps reduce the friction of customer support experiences by empowering customers to find answers to their questions on their own and get help from a customer support rep without having to wait.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Looking for an example of how you can use Conversational Service? Check out <\/span><a href=\"https:\/\/gethelp.drift.com\/\"><span style=\"font-weight: 400;\">our knowledge base<\/span><\/a><span style=\"font-weight: 400;\"> which holds our help docs and is guided by <\/span><a href=\"https:\/\/gethelp.drift.com\/s\/#submit-ticket\"><span style=\"font-weight: 400;\">our customer support bot<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h5><b>How do I scale Conversational Marketing?<\/b><\/h5>\n<p><span style=\"font-weight: 400;\">Bots allow you to offer fast responses to visitors 24\/7, even while your team is sleeping. Since they can ask the same qualifying questions your sales reps normally would, they can figure out who\u2019s qualified to talk to sales and connect them to the right person.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Chatbots have become so effective at these types of conversations that they now manage over 50% of all the conversations we have at Drift.<\/span><\/p>\n","cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"layout_options":{"top_border":"thin","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false},"mobile":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false}}},{"acf_fc_layout":"m15_related_content","title":"Learn More About Conversational Marketing","content":"<p>To see how marketing and sales teams are using Conversational Marketing to create better buying experiences and build relationships with their customers, check out the following resources.<\/p>\n","cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""},"is_newsletter_items":false,"newsletter_items":null,"items":[{"image":false,"subhead":"PRODUCT","title":"An introduction to our Conversational Marketing platform","cta":{"title":"Learn More","url":"\/platform\/conversational-marketing\/","target":""},"cta_new_cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""}},{"image":false,"subhead":"BLUEPRINT","title":"The Conversational Marketing Blueprint","cta":{"title":"Get the Blueprint","url":"\/books-reports\/conversational-marketing-blueprint\/","target":""},"cta_new_cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""}},{"image":false,"subhead":"REPORT","title":"Conversational Marketing Trends Report","cta":{"title":"Get the Trends","url":"\/books-reports\/conversational-marketing-trends\/","target":""},"cta_new_cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""}},{"image":false,"subhead":"really good chatbots","title":"CHATBOT EXAMPLES YOU SHOULD SWIPE","cta":{"title":"Swipe Here","url":"\/really-good-chatbot-examples\/","target":""},"cta_new_cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""}},{"image":false,"subhead":"BLOG","title":"Conversational Marketing playbook examples ","cta":{"title":"Get the Examples","url":"\/blog\/steal-these-15-conversational-marketing-examples\/","target":""},"cta_new_cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""}},{"image":false,"subhead":"PODCAST","title":"CONVERSATION STARTERS","cta":{"title":"Listen Here","url":"https:\/\/conversationstarterspodcast.drift.com\/public\/13\/Conversation-Starters-36287","target":""},"cta_new_cta":{"link":"","button_style":"cyan","link_wistia_id":"","link_two":"","button_style_two":"cyan","link_two_wistia_id":""}}],"use_numbers_instead_of_images":true,"disable_image_lazy_loading":false,"layout_options":{"top_border":"thick","bottom_border":"","desktop":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false},"mobile":{"add_top_margin":false,"add_bottom_margin":false,"remove_top_padding":false,"remove_bottom_padding":false}}},{"acf_fc_layout":"m19_text_basic","title":"Enhance Buyer Experiences and Drive Pipeline with Conversational Marketing","content":"<div class=\"margin-top__sm\">\n<p><script src=\"https:\/\/fast.wistia.com\/embed\/medias\/p6f56cdxog.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><\/p>\n<div class=\"wistia_responsive_padding\" style=\"padding: 56.25% 0 0 0; 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An Introductory Guide\" \/>\n<meta property=\"og:description\" content=\"Learn about conversational marketing: what it is, benefits, examples, and how real-time conversations help buyers move through the funnel faster.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.drift.com\/conversational-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Drift\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/heydrift\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-30T19:18:31+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"What is Conversational Marketing? 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