5 Conversational Marketing Examples to Start 2020 Off Strong

WEBINAR

December 18, 2019 - 2:30 PM ET

Sara PionGrowth Marketer @ Drift

Mark KilensVP of Content and Community @ Drift

How can we make the B2B buying experience more .human & helpful?.

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By removing the .friction. from the buying experinence.

of marketers using personalization report a measurable lift in results

2019 Trends in Personalization Survey Report The report is based on a 2019 survey of 314 B2B and B2C marketers across industries and company sizes, conducted by Researchscape International.

90%

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STARTCONVERSATIONS

Marketing’s #1 goal today should be:

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MQLSSQLSMEETINGSCUSTOMERS

1.2.3.4.

CONVERSATIONS GENERATE

Everything you need to know to start more conversations & generate more revenue.

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THE 5 W’S

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www.drift.com/conversational-framework

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5 Conversational Marketing Examples

1. The Second Net

2. The Conversation Starter

3. The Pricing Page Concierge

4. The Demo Bot

5. The Email List Supercharger

#1 The Second Net

Remove the friction from getting a demo and increase your

conversion rates

○ You have a page that has a form on it to try and drive conversions.

○ And you’re not willing to rip out that form because it does drive some conversions, and you want an easy way to implement conversational marketing without changing up your entire workflow.

○ But the conversions on that page aren’t amazing. They sit around 1-2%

○ So we prescribe: The Second net bot

Second Net Bot

○ Show on pages that have forms○ Proactively hook visitors by allowing

them to skip the form and get to their end goal faster with the bot

○ Let the buyer skip the unnecessary questions, skip the line, and connect with your team now.

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🤖🧪 Test A Live Bot | 🏛⚡Get The Blueprint | 👀 👩‍💼 See Examples

#2 The Conversation Starter

People are coming onto your site to learn more about you. Make it easy for them!

https://blog.marketo.com/2019/05/demand-generation-and-distribution-4-must-try-digital-marketing-channels.html

https://blog.marketo.com/2019/05/demand-generation-and-distribution-4-must-try-digital-marketing-channels.html

○ You don’t have a ton of traffic that comes to your site

○ And you want to take advantage of the traffic that you do have by driving qualified conversations all over your site

○ But you don’t want to have a “one size fits all” website experience

○ So we prescribe: The Conversation Starter

Conversation Starter Bot○ Show on your highest trafficked pages

(home, products, etc), but target to find engaged visitors

○ Great copy, headline, hook, and offer will get you more conversations

○ Think: what would you say in-person? Or what would stop someone in their tracks to talk to you

○ PRO TIP: The preview text is 100 characters

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🤖🧪 Test A Live Bot | 🏛⚡Get The Blueprint | 👀 👩‍💼 See Examples

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#3 Pricing Page Concierge

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For most companies, this is the highest intent page on their website.

(But it’s also the most CONFUSING & highest FRICTION)

○ You have a pricing page. A page that shows a higher intent from your buyers than most pages on your site

○ OR you gate your pricing with a form a see more support questions than actual sales conversations going into that form.

○ But you want to be able to answer questions on how your pricing actually works, which plan would be best for them, without updating the website.

○ So we prescribe: The Pricing Page concierge

Pricing Page Bot○ This is one of the highest intent pages on

your site, but gets a lot of questions○ Answer overarching questions about

pricing, to get more details it’s best to chat with a member of your team

○ Let the buyer get just enough information where they want to connect with your team to discuss their use case.

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🤖🧪 Test A Live Bot | 🏛⚡Get The Blueprint | 👀 👩‍💼 See Examples

#4 The Demo Bot

Fast lane people to getting a demo with your sales team.

#CONVERSATIONWITHDRIFT@DRIFT

.ENGAGE.

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○ You have a “request a demo” form that you try and drive traffic to from your homepage and other pages on your site

○ And you’ve been trying to optimize that page for conversions and have been using Drift to book meetings on other pages on your site.

○ But the form doesn’t convert super well. ○ OR you’ve been using Drift as a second net

on your demo form and it’s outperforming your demo request form.

○ So we prescribe: The Demo bot

Demo Bot○ People who request a demo from your

team have super high intent, but making them jump through hoops means your conversion rate is pretty low.

○ This could end up being a replacement for your request a demo/contact us form can help you ask fewer questions, drive more conversions from your high intent visitors and book meetings for your sales team when their prospects are ready now.

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🤖🧪 Test A Live Bot | 🏛⚡Get The Blueprint | 👀 👩‍💼 See Examples

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#5 The Email List Supercharger

Grow your audience and database by making it simple to stay in touch.

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○ Your blog drives a ton of traffic to your site and you’re trying to build up your subscriber list

○ This could end up being a replacement for your request a demo/contact us form can help you ask fewer questions, drive more conversions from your high intent visitors and book meetings for your sales team when their prospects are ready now.

Email List Supercharger Bot○ Proactively reach out to the traffic you’re

driving to your blog to add more subscribers

○ This could end up being a replacement for your subscription form and help you personalize your subscription message based on the URL of the blog TH

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🤖🧪 Test A Live Bot | 🏛⚡Get The Blueprint | 👀 👩‍💼 See Examples

GET CONVERSATIONALMARKETING CERTIFIED

www.drift.com/conversational-marketing-certification

QUESTIONS?https://www.drift.com/assessment/

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THANK YOU!

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MKILENS@DRIFT.COM

SPION@DRIFT.COM