You’re scrolling through a website, and bam—there it is. That little pop-up in the corner that’s just calling your name (literally). That piece of AI technology is revolutionizing the buyer journey today, and it makes you stop and wonder; is this something for you to consider? Is it time to add chatbots (or live chat) to your demand engine?

Chances are you’ve probably encountered your fair share of chatbots as a buyer yourself. Whether it’s to access fast customer support, resolve that technical issue, or simply connect to a sales representative, more and more companies are adopting chatbots and conversational marketing platforms to their website. For most, chatbots are the next big thing for their website. Others may find them intrusive. But the reality is it largely depends on your website’s performance, content activation strategy, the use cases for your revenue team, and the capacity to manage another system in your toolkit. 

The last thing you need is for a prospect to reach your site and bounce right off because they can’t find what they’re looking for, get confused by your messaging, or even worse,  their search is riddled with multiple form fields and gates to navigate. 

Hard to navigate websites and confusing messaging will defer your prospects from engaging with your site.

Be the change you want to see

Use chat beyond just automated pop-ups

Chatbots are a lead generation machine capable of driving forward conversations. And like most great things, conversations are the start to a great relationship. It’s the very thing you need between your sales team and future prospects. But like most, chatbots pose a level of skepticism because many aren’t familiar with its capabilities that stretch beyond simply delivering automated conversations and collecting your information for who knows what. Visitors on your website aren’t always ready to give up their information to real people, let alone chatbots. Which is why conversations sit at the forefront of its operations to establish that sense of connection, and connect that sales rep faster than they can fill out that form field. 

Chatbot with an engaging conversation as it's greeting message, rather than an automated pop-up.

So ask yourself this question: is it time for you to add chatbots into the mix?

Measure how well your website is performing

Think of your website as the bottom line in your marketing funnel. That final piece to all your paid and organic efforts, where you see your hard-earned visitors finally arrive. It’s also the point of contact where a visitor takes a leap between staying a visitor or converting into a qualified prospect. 

If you’re driving tens of thousands, even better, hundreds of thousands of visitors to your website, ask yourself how hard you’re putting your website to work? That level of quality attention and traffic needs to convert higher than the pitiful 1-2% averages we see in B2B marketing today.

Funnel all your organic and paid campaigns down to your website.

Why else are you directing leads and prospects to your website if not trying to convert them at a much higher rate? If your answer is that you need to do better, then yes, you can skip right on and consider this the time to bring a chatbot into the game. 

Chatbots are the perfect tool to amp up your website, while seamlessly fitting into your demand engine. They not only create personalized experiences for your online visitors, but allow your company to generate some level of engagement from prospects who aren’t ready to move past the curiosity stage. And forms aren’t always the way to go. Or maybe they are, but luckily for you—the latter can be integrated with your chat platform so you don’t have to lose your beloved form fields, and still ask the right questions. The moment a prospect initiates some level of interest, the chatbot can push them down the pipeline and get them in front of your sales rep in no time. 

Are you exhausting email and social to distribute content?

Email and socials are a proven way to generate demand through content. But what happens when you’re constantly exhausting both channels? You need to target your prospects when they’re the most receptive, and that comes just as they're browsing your site for more information. Enter chat, a great channel to leverage in order to get your content in front of the right prospects at the right time. 

With its untapped potential, you can deliver content pieces related to every stage of their buyer journey. Push your inbound marketing through chat and watch the lead nurture take place immediately. Not only will they get what they’re looking for, it will keep them interested and on your site longer to browse and learn more. And do that just long enough to have your sales team swoop in and take over.

Chatbot that continues a conversation from email on the website to keep the prospect looped in.

Can your team handle yet another tool?

Chatbots are a powerful tool but if you don’t have the right processes in place, and an existing strategy to accelerate its performance then it’s practically another pop-up. 

Most of the time, your answer will be no. Marketing teams are inundated with so many channels, tactics, campaigns, and the fear that another tool may add to the workload is completely normal. It’s why choosing the platform that enables you versus gives you more work is critical.

You want to create chat workflows that makes it easy for your sales team to speak with buyers.  Your sales team is your offensive player while marketing plays defensive. Arm your teams with the right tools and resources so that they can make aggressive plays to earn those big wins for your team. Get those leads, engage them throughout each stage of their buyer experience, collect that data and convert, convert, convert. 

Analyzing all your resources - financial and human - to see whether your team can handle a chatbot. Prioritizing your resources.

The best way to ensure easy workflows and real-time marketing-to-sales handoffs is by choosing a chat platform that integrates with the tools you already use. Send live chat messages directly into your team’s internal messengers like Slack or MS Teams. Ask your platform vendor for out-of-the-box chat templates that will get you started quicker than stalling for a well-strategized plan. You can then use the performance data to optimize and deliver better results.

What are you looking for out of this?

Chatbot that shows a calendar for scheduling demos.

The final piece to the question is what is your use case for adding chat. What are the results you need? How does it fit into your business strategies and goals? These are all key factors to consider because each chatbot plays a different role for each use case? Our use cases page breaks this down for you just the way you need it. Whether it’s to convert unknown visitors into leads, book meetings for your sales team, connect open opportunities and buying committees with sales or provide live customer support—there’s a chat solution for each. The best ones come fully integrated. Amp up your marketing and sales teams with the ultimate tool that does it all. It’s called balancing a human-first and automated chat experience to revolutionize  the conversational marketing space as you knew before. 

No more waiting around 

The evolution surrounding chatbots has seen tremendous growth. Once known as an automated AI technology that delivered pre-configured responses has now become something of its own accord. Chatbots, better known as conversational marketing platforms are more than capable of delivering that personalized experience to your website visitors, while simultaneously alerting your sales team that a prospect is on. 

Showing the constant churn of chatbots fro, delivering conversations to alerting your sales team.

This swift hand-off will allow you to use half your resources for twice the results. How? Because your chatbot does the pre-screening for you so your team doesn’t have to spend time with every website browser. 

That’s why your demand engine should be a well-oiled machine that continuously pulls in new prospects and retains existing ones. Churning out the right content, campaigns and collateral are great but making sure that they reach the right audience is the key to the game.

Showing the right content to the right audiences. Pick and choose which audience sees what for optimal success. The biggest challenge buyers face is hard to navigate websites (34%) and being unable to get answers to simple questions (31%). All of which can easily be solved by enabling your chatbot with the right resources and watching it work its magic alongside your sales reps and marketing leads. Bridge the gap between your core revenue teams today with the chatbot that’s changing the game.

 

Ready to add a chatbot to your demand engine? Speak to a conversational marketing expert today. 

 

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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