CONVERSATIONAL MARKETING

Helping buyers and salespeople connect more quickly

CONVERSATIONAL MARKETING –
HELPING BUYERS AND SALESPEOPLE
CONNECT MORE QUICKLY

Fewer steps, more immediate response, better experience.

In contrast to the process we just outlined, conversational marketing enables a much more streamlined process that unfolds in real-time, ensuring that the buyer’s needs are met immediately. This instant response keeps the conversation going while lead processing systems do their thing in the background, and then allows a salesperson to step in at the appropriate time to take the relationship to the next level.

CQLs – The Shortest Distance Between Inquiry and Conversation

The process for creating conversation-qualified leads (CQLs) offers a much faster, more direct route from a prospect’s initial inquiry to a productive conversation with a salesperson. While the MQL process leaves the prospect hanging during lead processing, routing, and the time allocated for a rep to follow up, the CQL process engages the prospect immediately, in real-time.

The lead processing still happens in the background, but it doesn’t slow the prospect down. And there’s no need to route the lead or give a salesperson time to respond because the conversation is already happening.Typical CQL Process for Existing Leads
When an interested buyer returns to your website, the CQL process is designed to skip any steps to profile the visitor, and instead get right to the good stuff: connecting the lead to the appropriate rep to continue the conversation.

PROSPECT STARTS A CONVERSATION
WITH THE BOT
Since this person has already been assigned a sales rep, the bot will alert the appropriate rep that their lead is on the site.

SYNC LEAD FROM DRIFT TO MAP
While the conversation is happening, backend processes sync whichever fields are mapped within the bot (number of employees, website URL, etc.) into MAP.

MAP ATTRIBUTES
AND SCORES
The MAP timestamps the lead in real-time and attributes the campaigns associated with the prospect.

LEAD SCORING
Using the behavioral data tracked in the MAP and the firmographic data acquired from the CRM, the system scores the lead.

CRM/MAP UPDATES
Since ownership assignment has already occurred through booking the meeting, the system automatically assigned the rep and updated their status to “Sales Accepted.”

Typical CDR Process
A Chat Development Rep (CDR) monitors chats between prospects and bots so that, when the time is right, they can insert themselves into the conversation to take over the task of booking an actual meeting.

PROSPECT STARTS A CONVERSATION WITH THE BOT
The CDR monitors the chat and jumps in to offer assistance at appropriate times. The CDR’s goal at this stage is to get more information and book a meeting.

PROSPECT REQUESTS MEETING
If the CDR already knows the prospect’s rep, they send a calendar drop so the prospect can select a meeting time that suits. If the prospect has not yet been assigned a rep, the CRD manually triggers a round-robin rule to determine that assignment, and then sends the relevant calendar drop. In either situation, the entire exchange occurs within the bot.

SYNC LEAD FROM DRIFT TO MAP
While the conversation is happening, backend processes sync whichever fields are mapped within the bot (number of employees, website URL, etc.) into the MAP.

MAP ATTRIBUTES AND SCORES
The MAP timestamps the lead in real-time and attributes the campaigns associated with the prospect.

LEAD SCORING
Using the behavioral data tracked in the MAP and the firmographic data acquired from the CRM, the system scores the lead. 6. CRM/MAP UPDATES Since ownership assignment has already occurred through booking the meeting, the system automatically assigned the rep and updated their status to “Sales Accepted.”