Conversational Marketing: How the World's Fastest Growing Companies Use Chatbots to Generate Leads 24/7/365 (and How You Can Too)

ISBN-13: 9781119541837 / Angielski / Twarda / 2019 / 288 str.

David Cancel

Spis treści

Introduction: The Shift from Supply to Demand xiToday, Customers Have All the Power xiWinners and Losers: Why Companies Need to Adapt xivAmazon vs. Borders xvNetflix vs. Blockbuster xviUber and Lyft vs. Yellow Cabs xviiWhy I Wrote This Book (and Why Now) xixPart I: The Rise of Conversational Marketing and Sales 1Chapter 1: your website is leaking revenue (here's how to fix it) 358% of B2B Websites Are "Empty Stores" . . . Is Yours One of Them? 490% of B2B Companies Don't Respond to Leads Fast Enough. . .Do You? 581% of Tech Buyers Don't Fill Out Forms . . . Are You Still Using Them? 7Using Real-Time Conversations to Achieve Hypergrowth 10The Conversational Marketing and Sales Methodology 12Chapter 2: The rise of messaging 17The Three Waves of Messaging (and How the Third Wave Changed Everything) 18Why 90% of Global Consumers Want to Use Messaging to Talk to Businesses 24Using Messaging to Capture and Qualify Leads in a Single Step 27But . . . How Does It Scale? 29Chapter 3: the rise of chatbots 31Chatbots: They've Got Our Backs 32A Brief History of Chatbots 33Chatbots and Humans: Finding the Perfect Balance 38How Chatbots Enable a Better Buying Experience 41How a Single Marketer Can Book Meetings for Dozens of Sales Reps Using Chatbots 45Chapter 4: Replacing lead capture forms with conversations 47The Problems with Lead Capture Forms 48How the #NoForms Movement Got Its Start 52Rethinking Our Content and Lead Generation Strategies 57Replacing Marketing-Qualified Leads (MQLs) with Conversation-Qualified Leads (CQLs) 59Chapter 5: Ending The Family Feud Between Marketing And Sales 63A Flawed System: The Ongoing Battle Over Leads 64Streamlining the Marketing/Sales Handoff with Artificial Intelligence 67The End of Business Development Reps (BDRS)? 69Sharing the Most Important Metric: Revenue 72Part II: Getting Started with Conversational Marketing 75Chapter 6: Step One: Add Real-Time Messaging To Your Website And Start Capturing More Leads 77Replace Your Forms or Add a "Second Net" (Don't Worry, It Takes Five Minutes) 78Put Up a Welcome Message 83Set Expectations with Online/Off line Hours 86Show Your Face 87Create Separate Inboxes for Sales, Support, Success, Etc. 89Know Your Stuff (and Use Tools That Can Help) 91Capture Leads (Without Using Lead Forms) 93Chapter 7: Step Two: Give Your Email Marketing Strategy A Real-Time Makeover 95Email Isn't Dead (You're Just Doing It Wrong) 96The Problems with Traditional Email Marketing 97A Few Simple Tweaks for Bringing Your Email Marketing Strategy into the Real-Time World 100Why Replies Are the Most Important Email Metric 105Chapter 8: Step Three: Master The Art (And Science) Of Qualifying Leads Through Conversation 109So, Uh, What Do I Say? 110The Best Questions to Ask Your Website Visitors 112Use Data to Have Better Conversations 114Score the Leads You Talk to (and Send the Best Ones to Sales) 118Chapter 9: Step Four: Filter Out The Noise And Target Your Best Leads 123Where to Start: Targeting the High-Intent Pages on Your Site 124Targeting Visitors Based on Their On-Site Behavior 125Targeting Visitors Based On the Sites They're Coming From 126Targeting Visitors Based On the Companies They Work For 128Other Targeting Options for Increasing Conversion Rates 132Chapter 10: Step Five: Build A Lead Qualification Chatbot (Without Writing A Single Line Of Code) 137Coming Up with Questions and Responses for Your Bot 139Deciding On a Call-to-Action (CTA) 147Five Tips for Making Your Chatbot Conversations More Engaging 148Part III: Converting Conversational Marketing Leads into Sales 151Chapter 11: How To Put Your Sales Funnel On Autopilot 153Set Up Routing Rules So Leads Always Are Connected to the Right Sales Reps 154Use Chatbots to Schedule Sales Meetings 24/7 155Have Your Website's "Contact Sales" CTA Trigger a Real-Time Conversation 157Have Sales Reps Create Digital Business Cards 158Get Real-Time Notifications When Leads Are Online 159Say Goodbye to Manual Data Entry 162Chapter 12: How Sales Teams Can Create A Better Buying Experience With Real-Time Conversations 165Ask for Permission Before You Start Asking Questions 167Let Your Sales Reps' Personalities Shine Through 168Use Empathy Statements to Show You're Listening 170Show the Value of Your Solution 173Use a Video Call to Personalize the Final Ask 176Chapter 13: How To Send Sales Email Sequences That Buyers Will Actually Engage With 177The Days of Spray and Pray Are Over 178Using Artificial Intelligence to Unsubscribe People Who Aren't Interested 184Customizing Your Sales Emails with Calendar Links 185Creating Personalized Welcome Messages for People Who Open Your Emails 188Chapter 14: Conversational Account-Based Marketing (Abm) And Selling (Abs) 191What Is ABM? (and Why Should You Care?) 192How a Real-Time Approach Can Solve ABM's Biggest Problem 193Rolling Out the Red Carpet for Your ABM Prospects 195Mining for New ABM Prospects on Your Website 199Part IV: After The Sale 203Chapter 15: Continuing The Conversation 205Creating an Incredible Brand Experience 206Staying Close to Your Customers (Through Continuous Feedback) 208What to Do with Customer Feedback Once You Collect It 213Chapter 16: a conversational approach To customer success 219Overhauling the Traditional Approach to Onboarding 220Opening a Fast Lane to Your Customer Success Managers 223Using Real-Time Conversations in the Battle Against Churn 225Conversational Upselling 101 228Chapter 17: Measuring Conversational Marketing and Sales Performance 231Sales Meetings Booked 232Opportunities Added 233Pipeline Influenced 235Closed/Won 235Conversation Metrics 235Team Performance Metrics 240Final Thought 242About the Author 245Index 247

O autorze

DAVID CANCEL is the co-founder and CEO of Drift, the world's leading conversational marketing and sales platform, named to the Forbes Cloud 100, LinkedIn's Top 50 Startups, and Entrepreneur's Top Company Cultures. Cancel is also a serial entrepreneur, podcast host (Seeking Wisdom), angel investor, and advisor.Cancel has been featured by media outlets including The New York Times, Forbes, Fortune, Wired, and Fast Company, and has guest lectured on entrepreneurship at Harvard, Harvard Business School, MIT, MIT's Sloan School of Management, and Bentley. In 2017, Harvard Business School named Cancel an Entrepreneur in Residence at the School's Arthur Rock Center for Entrepreneurship.Cancel's blog davidcancel.com has been read by more than a million entrepreneurs, while his Twitter account @dcancel has more than 60 thousand followers and is considered a "must-follow" for entrepreneurs and executives.DAVE GERHARDT is VP of Marketing at Drift and a passionate advocate of building brands around compelling stories that connect with customers. Since joining Drift in 2015 as employee #6, Dave has helped to create the category of conversational marketing and get 150,000+ businesses onboard with Drift, and Drift has been profiled in more than 100 publications, including The New York Times, Forbes, Fortune, TechCrunch and the Harvard Business Review.Before joining Drift, Dave worked at some of the fastest-growing SaaS and B2B marketing companies in the Greater Boston Area, including HubSpot and Constant Contact.