Marketing

How Conversational Marketing Drives Qualified Leads

A lot of people in marketing believe it’s all about increasing marketing qualified leads (MQLs) and that anything apart from this should play the second fiddle, they tend to downplay driving conversation qualified leads (CQLs). But what we are seeing with conversational marketing is that driving CQLs and opportunities provide faster routes to revenue. You will be very correct if you say that conversational marketing is account-based, personalized around intent and engagement, contextual, human, and real-time. Where you will hit the brick wall is if you decide to base on the research carried out by Altera Group which found out that 97 percent of marketers said the ABM approach yielded a higher return on investment, to think purely in terms of increasing MQLs. Quite unlike what we used to have in marketing, the revolutionized customer expects answers right now. Unfortunately, most of the tools we have been using in marketing were built for later. You would have to fill out a form so someone can contact you later. Book a time so a sales rep can give you a demo later. File a support ticket so someone can give you help later. According to findings by Drift, B2B marketers will…

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Marketing, Technology

Using Chatbots to Transform The Marketing Landscape

Chatbots are only a small fry in the wake of the evolution that is expected as a result of technological advancements in the marketing landscape and for good. Conversational marketing made the marketing landscape seem to flame, with chatbots, however, it was set on fire.  Marketing has become customer-centric and what better way to harness the goodies inherent in conversational marketing AI than chatbots. From a technological point of view, chatbots only represent the natural evolution of a Question Answering system leveraging Natural Language Processing (NLP). Formulating responses to questions in natural language is one of the most typical Examples of Natural Language Processing applied in various enterprises’ end-use applications. Chatbots tend to streamline interactions between people and services, thereby enhancing customer experience. At the same time, they offer companies new opportunities to improve the customers’ engagement process and operational efficiency by reducing the typical cost of customer service. There are a lot of other areas where you will be able to harness the potentials of chatbots for your brand. You can: Collect information that lets you build a sales pipeline full of qualified leads Offer better customer service and a superior buying experience Address a pain point—which would be…

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Marketing

Customer Engagement: Creatively Delivering Your Product

Customers expect marketing to do more than just sell to them, they expect more than just the product from the brand. This is the basis for customer engagement, for emotional involvement and commitment from the customer. A few years back, all a brand was required to do was to put up a very big ad on a billboard, magazine, or any of the electronic media; telling people how great they are and how better they are than all other brands. The truth is that customers were taken in by these ads and funny enough, life moved on. However, technology and advancement in digital marketing as well as the new channels of communication they have created varied and assorted ways of advertising and reaching across to customers. The potential for customer engagement is being discovered by brands and there is the absolute need to meet customers where they are and have genuine conversations with them. You need to tell them inspirational stories that will lead to their emotional involvement and commitment. You must court their loyalty to enable them to spread the word about your products, buy, and remain loyal to the brand. Most marketing practices are aimed at stimulating and…

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Marketing, Technology

How to Boost Account-Based Marketing With AI

Kaplan and Haenlein, define Artificial Intelligence ( AI) as “a system’s ability to correctly interpret external data, learn from such data, and use those learnings to achieve specific goals and tasks through flexible adaptation.” Account-based marketing (ABM) on the other hand completely depends on data and its interpretation. On a daily basis, people are churning out very large volumes of data and according to sources, about 1.7 megabytes of new information will be created every second for every human being on the planet by the year 2020. Since technology has conferred the status of a global village to the world, trails you leave anywhere in the world can easily be located, collated, analyzed, and stored in a database for future use. Some few years back, it wouldn’t have been easy to get this information and even where you do it would take much time and effort. But now, algorithms, tracking codes, and advancements in technology such as machine learning and artificial intelligence (AI) mean that this process can be almost entirely automated, sparking insights throughout the sales lifecycle that humans otherwise would not see. This is where AI comes in to complement ABM which usually allows for a much more…

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Marketing

How to Spark up Your Brand with Participation Marketing

You have been bogged down with how to take your brand to another level, you are so obsessed with the idea but utterly confused on how and where to start, stop the fret, you’ve just hit the jackpot, participation marketing is your antidote. By leveraging participation marketing, you ensure that your brand is on everybody’s lips. With participation marketing or customer participation, you create promotional efforts with the intention of drawing your audience into ongoing engagements, experiences, and conversations with your brand. They will at the end have greater access to a wider variety, faster and more secure products, and market-leading customer service. You confer the status of a living object to your brand and your customers literally see the brand in their shadows and every day living. They will walk, work, talk, eat, and dream your brand. It becomes their next door neighbor, a familiar face down the street. Participation marketing is an innovation brought to the bare, it does not require a big budgeting, it’s something you can carry along in a stride. The overall essence is to directly engage your customers in your marketing campaigns with little or no financial involvement. You will unwittingly transform them into…

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Marketing

Using Data-Driven Approach to Anticipate Buyers Behavior

In order to build a successful marketing campaign in these days of IOT, data-driven approach is absolutely too important to be ignored. The only twist is that based on the large amounts of data available and the technologies required to analyze them, the job can be overly intimidating. According to reports, data is growing faster than ever before and by the year 2020, about 1.7 megabytes of new information will be created every second for every human being on the planet. But rather, unfortunately, less than 0.5 percent of all data is analyzed and used. Consumers are very much aware of the fact that marketers have access to an avalanche of information about them and have decided not to take matters lying low, they are researching the market landscape like never before. The scenario can be likened to what is good for the geese is good for the gander. This has incidentally made the path-to-purchase journey more complex as consumers have evolved more ways to research before they buy than ever before. Marketers, therefore, need to base their campaigns more on a data-driven approach than ever before. According to KPMG’s 2017 study “The Truth About Online Consumers, there are four…

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