You have probably felt the big buzz around Conversational Marketing; it’s on every other website, showing up as a pop-up box that asks you if they can be of help. It’s such a trendy topic that the search query “Chatbot” has over 35k monthly searches in the US. Now, you may be asking yourself, why are so many people interested? Well, the answer is short and powerful: Because it works. Conversational Marketing is disrupting the traditional approach where a lead has to wait for ages before getting a response from a company. There is no way to sell without having a real-time conversation, happening whenever the lead is ready to have a conversation with the company and not the other way around. I wanted to show you with an example, the stuff that we have been able to do by using Drift and Marketo at the same time, making both systems talk to each other.
Offering personalized one to one interactions with website visitors
We are able to customise a conversation based on lead information contained in Marketo. For example, when a returning visitor goes to a high intent Email Template Builder page, our Chatbot, Snuffles, will address them accordingly:
Drift allows our sales and marketing team to have unique, live conversations with the right strategic accounts at the right time
Monitoring live website activity, providing visibility into a leads’ browsing behaviour and using information from previous interactions allows our teams to tailor approaches to suit individual needs.
Drift provides us with the ability to have a Chatbot that can be used for:
- Funnelling qualified website visitors to the right person.
- Providing 24-hour support on the website so we don’t miss out on any leads during non-business hours.
- Automatically answering our most frequently asked questions, so allows our Sales team can focus on higher value leads.
Schedule meetings with top accounts instantly
When contacts from previously-identified strategic accounts visit Hoosh’s websites, they will be able to skip the website form and instantly book a meeting with the sales representative that owns that account. This all happens while the visitor is live on the website, no matter the time of day.
Connect qualified people tied to key accounts with the right sales representative faster
Drift allows us to open a fast lane for marketing qualified accounts (MQAs), directly starting a conversation between them and the sales representative assigned to the account, according to Marketo data.
That is all folks. Hopefully, you found interesting use cases applicable to your own situations.