Insights
November 24, 2021

Maximize Revenue From Real Time Conversational Marketing Solutions in 2022

Anyone who has been working in sales for the past few years has heard that a good conversational marketing strategy is now an essential aspect of providing customer experience that increases website conversion rates and boosts sales. 

Yet not everyone is taking advantage of all that conversation marketing has to offer. Somehow, a lot of companies seem content with the historically average inbound marketing conversion results they get from their traditional sales activities: email, forms, nurture campaigns, targeted sales outreach, etc.

So what are some conversational marketing examples and how can you use it to improve customer relationships, maximize potential customer conversions and actually increase purchases from your website today?

What Is a Conversational Marketing Product for Businesses?

Conversational marketing is a lot like what it sounds — it’s an approach to marketing that engages your website visitors with meaningful conversations. 

This approach can create a much more impactful customer journey than traditional ways of capturing leads, such as web forms, that, at best, capture a very small percentage of people who are willing to provide their email and other identification, and then the correspondence with them as well as qualifying questions can stretch out for days or weeks. Moreover, lots of visitors might be intrigued by your offering but not yet persuaded enough to share their email. Conversational marketing is a great opportunity  to provide insights and capture your website visitors' attention. .

Conversational marketing is effective because it:

  1. Engages visitors with relevant messaging in real-time
  2. Captures attention when visitors’ interest is at its peak

As a result, you’re able to attract more qualified leads and widen your customer base faster than with any other online sales process. 

But how does conversational marketing strategy work exactly? 

You’ll often see three distinct solutions: a chatbot messaging app, conversational marketing software powered by AI, and live chat for sales — each with their own breadth of complexity that requires strategic thinking and sales rep expertise to execute properly.

How do chatbots create inbound marketing leads?

Chatbots have become commonplace on all kinds of websites, from Amazon to newly created startups. They are popular because they don’t actually require a salesperson to respond on the other end, and they are both faster and less costly than people. 

Chatbots use pre-configured responses which require an investment of time, strategy, and expertise to work effectively. A well-designed chatbot will play to its strengths when it comes to inbound marketing — answering frequently asked questions, directing visitors to resources, supporting with basic requests, and escalating to live sales agents. This allows you to create an effective sales process and conversion funnels, as well as retain more control over your conversations.

Conversational AI is a more advanced evolution of chatbots that attempts to learn and mimic human-like behaviour in its engagement and responses with visitors for a more tailored customer experience. However, it’s generally more useful in scenarios where you have hundreds of thousands of product-related messages to train it to work and effectively interact and respond to customers in conversations. It’s more frequently used in support rather than sales cycles, since it shines on repeatable processes and large engagement volumes.

How does live chat help companies improve sales cycles? 

In addition to chatbots, and conversational AI, many conversational marketing platforms offer live chat for sales capabilities, where your BDRs (or sales reps) can engage with visitors and customers through a chat window to answer any questions and sell the best solution for any given problem. 

BDRs are much better than chatbots at converting a visitor into a sale or lead. However, while live chat allows you to increase conversion rates and capture qualified leads at the best possible time, it also requires you to have sales resources available on short notice to reply to inquiries — and if the visitors are low quality prospects then your team is  wasting their time, which leads to a lack of performance and productivity while making your sales team frustrated. 

The best strategy here is to know when you should engage directly with a live sales resource and when to leave the qualification process to an automated conversation marketing chatbot, or conversational AI, without the risk of losing a valuable lead or sale.

How can a sales person do conversational marketing for all customers?

While websites for B2B companies today are created with the best user experience practices in mind, abandonment still represents a major pain point for any business online — visitors not being able to find what they are looking for in a short time and leaving to search for it somewhere else.

Even with conversational marketing in place, most websites make one very common mistake. 

They ask for an email address too early into the conversation. 

Although the desire to capture more information about visitors is understandable, this approach to marketing leads to as much as 80% of visitors abandoning the conversation prematurely.

The untapped opportunity, therefore, is in recognizing that people don’t want to be sold to or reduced to a metric, they want to be helped. And a good conversational marketing strategy is ideally positioned to do just that.

Through conversations with your website visitors, you can design experiences that foster meaningful conversations, build trust, and establish relationships. To do that, you need to: 

  • Evaluate the buyer intent of each visitor
  • Answer questions they have about your product
  • Understand the visitors’ goals
  • Gather feedback
  • Help navigate visitors through your website

Once you’ve provided value and earned the customers trust, you then have an opportunity to:

  • Qualify visitors for special offerings
  • Upsell them
  • Capture email addresses and other valuable information
  • Book visitors for a demo

Some of these things can be done with a chatbot messaging app, and some require assistance from a BDR — that’s why the most successful conversational marketing platforms use both. 

For example, Drift is a revenue acceleration platform that lets you specify your customer journey and precise engagement points throughout the website. You can write custom prompts depending on the defined target audience and then offer them predetermined options that would lead to (for example) either downloading a report, subscribing for updates, or booking a demo.

In addition, you can let visitors skip all the contact forms and initiate a real-time conversation with your sales team directly through the chat, which can then seamlessly move from text to audio to video as well. 

LivePerson is another great conversational marketing platform that provides both pre-built chatbots and live chat for sales which can help automate and scale visitor interactions. 

So far so good. The problem, however, is that up to 98% of potential customers on your website are anonymous, which means you don’t have enough information to decide how to engage with them. In practice, this results in your conversational marketing platform flying blind — you hope that your BDRs are spending time with the right businesses while chatbots are handling the rest. But how could you know this with certainty? 

Chatbots are not a one-in-all solution — it’s an engagement channel for improving customer relationships like any other, which needs to be aligned with your visitors right from the start. The last thing you want is for your high-potential visitors as well as existing customer base to be engaged in a way that doesn’t meet their needs. Thus, it’s important to set clear goals and ensure you’re continuously measuring your progress against them. You should integrate your chatbot and live sales chat experiences with CRM and marketing automation tools to ensure your sales interactions (actual number of purchases) and marketing programs are aligned. 

The key then is to know how to properly allocate your sales resources to boost conversion rates and drive your sales volumes.

Lift AI is a unique buyer-intent solution that applies the power of artificial intelligence to excel at one thing — accurately identifying the buyer intent of every single person on your website in real-time. 

What makes Lift AI valuable is a complete elimination of manual guesswork out of visitor targeting, made possible by its proprietary machine-scoring model processing an unprecedented amount of real-life data — more than 15 years of sales engagement insights, 14 million conversations, and billions of website visitors. 

To enable real-time engagement based on visitors’ buying intent, Lift AI works with Drift, LivePerson, and any other conversational marketing software you already use. Lift AI identifies, on average, 9% of website visitors who have high conversion intent. Armed with that knowledge, you can connect high-scoring visitors with your sales team directly, use a qualification bot with mid-intent visitors, and leverage more automation with low-scorers to nurture them and answer simple questions. By engaging visitors with the right resource based on their conversion potential, Lift AI users such as PointClickChare see between a 2-10x increase in website conversions. Formstack saw an 88%  increase in pipeline sales in the first 90 days.

Finally, your conversational marketing can deliver on the promise.

To try Lift AI free for 30 days, just sign up and copy-paste a simple JavaScript snippet on your website, no credit card required. Today is the perfect day to find out who your anonymous website visitors actually are.

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