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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