7 Best Practices on Using Chat(bots) to Convert Leads on Your B2B Website

As a marketer, you spend an enormous amount of time, effort, and money trying to get your audience’s attention by creating content and getting busy people to click on your offers. But then what? What do you do with the clicks you generate? How do you hold on to that attention and turn it into real-time sales conversations?

Chatbots can be used as the perfect B2B lead generation tool for all your digital activities that lead prospects onto your website. With the abundance of advantages they pose, it’s also important to note that without the right practices, they fall short of performing at their optimal level. 

By balancing the perfect level of automation and human touch points in your chat platform’s programming, you can maximize your team’s efficiency but still generate as many leads as you can. 

So what are some of the best practices to keep in mind when you’re converting your leads on your site?

 

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1. Proactively Chat and Engage in Real-Time

For your most valuable accounts, engaging in real-time is a crucial part of generating demand. You want to capture the website visitor when they’re the most receptive. This could be when they’re on a particular product page or when they spend an X amount of time on your website. Whatever it may be, your chatbots can proactively chat with the visitor while

connecting your sales team to the conversation, all in real-time. Understand your visitor’s browsing history and use that context to start a conversation with your chatbot proactively. 

Chatbots offer the perfect opportunity to complete the bot to sales handoff in real-time. It takes away from the friction of the buying journey and instead presents your visitors with the impression that a human is available to chat right this moment when they’re ready for the next step. 

People always prefer to interact with a human when they need to discuss their pain points; not only is it more efficient but it becomes more of a genuine conversation. Take a hold of this chance to make a personal connection with your visitors, leverage context in your conversations and maintain friendly, casual language so they feel more confident in moving forward in their decision-making process. 

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2. Respond to Leads as Quickly as Possible (5 Minutes Recommended)

Firms that tried to contact potential customers within an hour of receiving a query were nearly 7 times as likely to qualify the lead - HBR

For B2B sales, the process is often a long winded funnel. More often than not, visitors are considering multiple options before they settle on one product or service. What may start off in the decision stage can be very easily deterred away from or towards the consideration stage based on your response time. 

Therefore, the more proactive you are with your responses, and the faster you can reply to the prospect’s inquiries and concerns, the better. Quick response times are a key measure of your speed to connect - which means you can create a connection on a more personal level leading to a closed sale.

We live in the modern world of instant communication, where users want convenient and quick modes of communication. Chatbots satisfy this need because it allows them to convey their needs across faster and receive a solution right away. Consider that the average response time for a sales inquiry is 48 hours, and if you want to make an impression that your visitors are at the forefront of your business, then you need to make that bot to live agent hand-off a quick and seamless experience.

 

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3. Initiate Chat With Personalized Greeting Messages

In an age of instant messaging, chatbots can easily help you engage with prospects and customers. But like any marketing channel, you want to stand out with personalization. The modern user wants to feel valued in their interactions with your company. 

Luckily for you, chatbots can be easily configured to deliver on this because of their integrations with your marketing automation platform and CRMs.

Smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%. At the same time, 74% of customers feel frustrated when web content is not personalized.

So it’s easy to see that such a simple action can make a huge difference in your lead generation.

For instance, you can use your visitor’s information to greet them with their name, or you can personalize the conversation to the browsing history. Noticed that they spend considerable time on your content page? Offer them additional pieces of content. Are they a return visitor? Greet them with the acknowledgement that you know they’re a return visitor and you’re happy to help. Simplicity goes a long way in the art of personalization.

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4. Provide Your Best Prospects the Fast Lane to Sales

Prospects who are actively evaluating for a solution want a quick and easy way around your website to find the information they need. You’ve heard it enough to know that time is of the essence in the B2B world, and every click counts. This is why you want to make sure that once you know your visiting prospect is engaged and ready to take the next step, you can connect them to a sales rep right that moment.

To keep it simple, offer them the opportunity to speak to your sales team with one simple button. Skip the automated process and connect your agents to speak in real-time. Not only will this help you reduce your bounce off rates but you can also minimize drop offs. Ultimately this means more potential leads are captured. 

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5. Use Engagement History to Continue Conversation

A visitor’s engagement history is gold for an SDR. Leverage this to keep your visitors engaged so they are less inclined to bounce off. 

If you notice that a visitor is about to leave your website, push your chatbot to start a conversation based on their engagement history. This can be fundamental to addressing particular pain points they may have felt were not answered on your website. Or, if you notice that a visitor has interacted with a bot or agent before in the past, use this information and collect the analytics to help you better understand where they may be in the buying process.

Either way, you want to keep the conversation going, rope in their attention and convert them in the process. 

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6. Train Your Sales Team on Best Practices for Chat 

Your chatbots can only do so much in the lead generation process. Besides the automated processes and the handoff to your sales agents, they are essentially maxed out. Inexplicably, your sales team is the key component to retaining your leads and converting them into customers. If your sales team fails to employ the simple practices (you can learn more about them here), it can affect your sales cycle.

It’s why people crave that human interaction during their buying process. Train your sales team to employ all the best practices needed to manage the bot’s interactions and the takeover. Simple processes can make the experience all the more better for both parties involved. 

Equip your team with the right knowledge on your product and website, make sure they are unified in their informal voices and learn how to prioritize prospects on your site now. The beauty of chatbots is their ability to engage with multiple visitors at the same time. Once your sales team is aware of this, they need to be comfortable handling multiple inquiries at the same time and carry on different conversations without losing a lead’s interest. Not sure how to do so? Not to worry, we’ve covered that in our Starter Guide for Sales Teams Using a Human-First Chat Platform

 

7. Integrate Chat With Your Marketing Automation and CRM

Imagine your conversation targeting abilities when you can pull prospects and smart lists from your marketing automation platform. It keeps marketing and sales even more unified on the accounts you want to turn into customers.

Keeping track of your conversations, customer’s challenges and pain points can be difficult but are crucial pieces of information for your business. To make it easily accessible, you can integrate your chatbot with your marketing automation and CRM platforms. Insent is integrated with platforms such as Marketo, Salesforce, Hubspot. This makes it easier for your SDRs to access all your data on your contacts, view previous conversations to better target them in future interactions and support customers faster than before. 

All your information is under one roof, making your process smoother and smarter for all of your future website visitor interactions.  

Chatbots fit perfectly with the era of instant messaging and personalization. When leveraged to their fullest potential in coherence with your sales team, they can increase your lead generation process with more qualified leads, and grow your business to new heights. At Insent, we focus on the human-first aspect of the chatbots, where it is equally important that our SDRs and our chatbots reach their maximum potential in assisting our website visitors with their decision making process. Chatbots are meant to serve as an assistant to your marketing and sales efforts, not pretend to be human. 

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Aatharsha Jey

Aatharsha is the Digital Marketer at Insent. She loves creating B2B marketing experiences that help marketers stand out from the crowd and fill their funnel with qualified buyers.

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