ueprint - drift...the conversational marketing blueprint 7 a second net for your visitors who...

THE

CONVERSATIONAL MARKETING

BLUEPRINT

A Drift guide on how to ready your business for Conversational

Marketing and implement it NOW.

The Conversational Marketing Blueprint

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TABLE OF CONTENTS

5 WHY READ THIS?

6 CONVERSATIONAL MARKETING BLUEPRINT

09 What

09 Who

12 Where

12 Why

15 HOW TO BUILD YOUR CONVERSATIONAL

MARKETING BLUEPRINT

16 Engage

16 Understand

19 Recommend

17 CONVERSATIONAL MARKETING

CUSTOMER EXAMPLES

19 HOW TO MEASURE THE IMPACT OF

CONVERSATIONAL MARKETING


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WHY READ THIS?The Conversational Marketing Blueprint is used to build your conversational marketing strategy.

Conversational Marketing isn’t about you. It’s about your buyers. It’s a new way of thinking because it’s focused on the buyer’s goals and your company's goals.It’s the fastest way to move buyers through your marketing and sales funnels through the power of real-time conversations.It builds relationships and creates authentic experiences with customers and buyers.

Use it to create a modern buyer experience, convert more quality leads, faster, and generate more pipeline, faster.Use it to implement Drift and optimize it.This guide will answer the following questions:

• How does conversational marketing work?

• How do I implement conversational marketing?

• How do I optimize conversational marketing for my own business?

We’ve built two resources to help you visualize and plan for your implementation and ongoing optimization of your conversational marketing efforts.

After you complete reading this guide you will create your own Conversational Marketing Blueprint.


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Having a website today without Drift is like having a catalogue in the 1970s without a 1-800 number. When something from the catalogue captured the buyer’s interest, they got their answer in real-time simply by calling in.

In today’s digital landscape, the emphasis on now is even more important. As new channels emerge, every single channel you use to get attention is getting more crowded and noisy. The opportunity to drive more traffic at the top of your funnel has diminished. The opportunity now is to use the traffic your getting in smart ways to move buyer’s through the buying journey faster and with a better experience.

It’s easier than ever to drive traffic to your website but it’s harder than ever to convert that traffic. The cost of acquiring customers has gone up and your conversion rates have gone down.

Why does this matter for conversational marketing? Because conversational marketing isn’t simply a new channel or funnel. Conversational marketing is a layer for your entire company’s go-to-market strategy that helps buyers get what they want now, no matter the channel.

We’re not going to ask you to change the way you do marketing and force you to start thinking in this new way immediately. Conversational marketing can be used as

CONVERSATIONAL MARKETING BLUEPRINT Before we dive in, let’s level-set to understand the principles of Conversational Marketing & Sales. It’s useful for us to think about this in terms of a framework: The new (or customer-centric) approach vs. the old (or business-centric) approach. Conversational marketing always puts the buyer and customer first.

THE NEW WAY CUSTOMER CENTRIC

I want to be treated like a PERSON

I want to buy on MY TERMS AND TIMELINE

I want to ENGAGE on my terms

I want an experience PERSONALIZED to my needs

I want to find what I need NOW

THE OLD WAY BUSINESS CENTRIC

I have to be qualified by the COMPANY

I have to follow the process of the COMPANY

I get RANDOM emails and calls when I’m busy

I get a GENERIC experience that isn’t personalized

I CAN’T FIND the right information fast enough

Principles of Conversational Marketing & Sales


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a second net for your visitors who don’t want to jump through hoops and wait for their question to be answered, or who are ready to book a demo right now.

That’s where the Conversational Marketing Blueprint comes in.

The purpose of a Conversational Marketing Blueprint is to map the what, who, where, why, and when of your buyer’s journey. In other words, the goal of the blueprint is to map the conversations your customers want to have with your business.

Every business is different and so are their customers. While the the Conversational Framework is a helpful starting point, the blueprint is where the rubber meets the road. It’s the tactical – and visual – roadmap for layering your go-to-market strategy with conversational marketing.

You chose to do conversational marketing for a reason. This guide will help you use conversational marketing to drive more leads, book more meetings, generate more pipeline. Create a better buying experience for your buyers and customers.

It will show you how to answer five key questions to assess how to build your conversational marketing strategy.

1. What? What are visitors looking at now? What web page or piece of content are they on?

2. Who? Who is visiting your website? What do we know about them, if anything?

3. Where? Where did they come from? Was it a particular ad, nurture campaign, or a specific source that drove them to you?

4. Why? Why are they here with you now? Do they have a question? Do they need guidance? Are they ready to speak with sales or do they need support?

5. When? This is a trick question. The right time to engage with a buyer is always now – when the prospective buyer is showing intent or interest.

We’ll dive deeper into each question so you can build a blueprint specific to your business and buyers.

CURRENT STATE OF WEBSITES

58% of companies do not follow up with people who fill out forms.

NO FOLLOW-UP58%

81% of tech buyers don’t fill out forms when they encounter gated content.

LOST BUYERS81%

$5.12B spent driving B2B web traffic in 2018, yet only 1-2% converted.

NO CONVERSION98%

LESS THAN 1 MINUTE

MORE THAN 5 MINUTES

Waiting 5 mins. leads to a 10X drop in connection rate

MORE OPPORTUNITIES

90%

SOURCES: $5.12B - US B2B Digital Ad Spending - eMarketer; 2.3% average landing page conversion rate from Search Engine Land; 81% of tech buyers don’t convert - LinkedIn survey; 58% of companies never follow up with website leads - 2018 Lead; 10x decrease in contact rate after first 5 minutes - InsideSaels.com & HBR study


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This is what the 5 Ws look like when you start thinking about your conversational marketing Strategy. The first thing you think about is what page that person is on. From there you can get more granular and think about all the different conversations you can have with your buyers.

Consider this: A return unknown visitor comes to the website from a specific ad and navigates to a specific web page about a relevant feature. Clearly, why they are there is very different than a target account visiting a blog page.

And yet, today, our marketing and sales funnels don’t personalize that experience.

The calls-to-action we provide our buyers are all the same: “Join our email list,” or “Schedule a call,” without

acknowledging the 5 Ws that brought them to your site in the first place.

Essentially, we’ve been giving everyone who visits our websites the same message and experience, over and over, no matter who they are.

That’s the difference with conversational Marketing – we can, and should, engage with the buyer based on who they are, where they came from, what page they are on, and why they are there in the first place.

We'll dive deeper in the what, who, where, and why in the following sections, but remember, the when is always now.

The Conversational Marketing Blueprint A Visual Representation

WHAT

WHO

WHERE

WHY

WHEN

WHAT PAGE ARE THEY ON?

WHO ARE YOU ENGAGING?

WHERE DID THEY COME FROM?

WHY ARE THEY HERE?

WHEN DO WE ENGAGE THEM?

HOME

RETURN CUSTOMERKNOWN TARGETACCOUNT

IDEALCUSTOMER

PROFILE

SALES ENGAGED

ANONYMOUS

DIRECT

BU

YE

RB

OT

CO

MP

AN

Y

AD NURTURE ORGANIC WEBINAR/EVENT

BLOG/CONTENT

EDUCATIONAL HIGH INTENT

BLOG & CONTENT INFORMATIONAL

Qualify & Route Qualify & Deliver Navigate Qualify & Route Qualify & Create

THE BUYER DECIDES WHENNOW

CDRACCOUNT

EXECUTIVE NURTURE GUIDE TICKETCUSTOMERSUPPORT

Qualify & Schedule

QUESTION EDUCATIONEVALUATION DIRECTION SUPPORT ISSUE


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WhatWhat web page a visitor is on is one of the most common ways to personalize your conversational marketing. The concept is simple enough: Engage the website visitor in a conversation based on the page they’re currently on.

Deciding what web pages to personalize for conversational marketing is an exercise you should undertake before building your Drift playbooks.

To help, we can break down your website into the most common use cases for conversational marketing based on the types of pages you have.

HOME

Simple enough, your company’s home page. This is your storefront, where people can get an overview

of what your company does without getting too deep into the nitty gritty.

EDUCATIONAL

Web pages that dive into the product, value propositions, and solutions that a specific product, feature, or service offers. These pages educate your buyers specifically on what your business sells. Ungated white papers or ebooks can also serve as educational content and pages.

HIGH INTENTIn simplest terms, these are pages where people are most likely to identify themselves as a lead. Common examples include:• Contact us• Pricing• Request a Demo• Landing pages• Case Studies

BLOG & CONTENT

For businesses today their blog is typically less about educating customers about their product or service and instead offers value to their target personas. Blogs are often used to build email distribution lists for other content and to create a company’s brand. log pages are also often used to build domain authority and boost organic traffic.

INFORMATIONAL

Common informational pages include:• About us• Careers• Press• People

Informational pages are typically about the company and less about a specific product, topic, or educational piece of information.

WhoThe next step in personalizing the buying experience is recognizing who the site visitor is. Break down the “who” is visiting your website into the most basic terms.

To do so, we bucket types of traffic based on commonalities and what we know about the visitor.

Of course, not every business has the same types of web traffic, so you will need to adjust for your own business accordingly.

In a B2B company, the types of traffic often fall into one of the following 7 categories:

• Anonymous• Return• Known• Target Accounts• Ideal Customer Profile• Sales Engaged• Customers

ANONYMOUS TRAFFIC

The majority of the traffic that visits your web properties is likely anonymous. People are discovering your brand or company from one of many different sources. There is no cookie on the visitor to identify who they are and no meaningful IP address to associate the visitor with a specific account. In most cases, this will be the first time this person has come to your website. When an anonymous user visits your website, Drift will cookie the visitor to understand how they engage with your website. If they return, we can treat them differently.

RETURN TRAFFIC

Return traffic is traffic that has been cookied by Drift but has not yet converted to a known person or account. You know this is not the first time they’ve visited your website but you don’t know personal information about them like email or name.

KNOWN TRAFFIC

This includes visitors who have already become a lead from a lead capture form, newsletter sign up, or from a conversation/chat. This traffic is known traffic because the contact already exists in your Marketing Automation



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CUSTOMER TRAFFIC

Existing customers may visit your site looking for support or may be considering additional products/services to purchase. When you identify an existing customer on your site you can provide an experience that matches what customers typically want versus other types of web traffic. For example, if a Drift playbook targeting existing customers engages a customer with a support issue, Drift can automatically create a support ticket in popular systems like Zendesk. Conversely, if the customer is inquiring about new products or services, Drift can connect the visitor with their Account Manager for a live conversation or book a meeting on their behalf.

When you’re thinking about what kinds of conversations you want to have, and with whom you want to have them think of this dial:

If you keep your targeting super restrictive, you’ll have higher quality conversations but at a way lower volume.

Conversely, if you open up your conversations to everyone on your site, you’ll have a ton of conversations but at a lower quality.

It all depends on what sort of strategy you want to have. You can always have a more open strategy to start with, so you know what kinds of conversations you want to have and what kinds of conversations you don’t want to have, and progressively get more targeted.

platform like Marketo or CRM like Salesforce and was captured by Drift.

TARGET ACCOUNT TRAFFIC

Customers using Drift Intel have the added power of leveraging Reverse IP lookup to see if the visitor’s IP address matches the millions of known company IP addresses. With Drift Intel, you can upload your list of Target Accounts or sync your Target Accounts from your CRM. Drift Intel will automatically associate those account lists with their appropriate and known IP addresses. Because you know the visitor is from a Target Account you can personalize your conversational marketing engagement and treat this visitor like the VIP they are. *Note: We will know what company that person is from but if they have not identified themselves we will not know their email/name/other personal information.

IDEAL CUSTOMER PROFILE TRAFFIC

Not only does Drift Intel match IP addresses of visitors to companies, it also enriches data points for specific targeting you can use to match against your Ideal Customer Profile. For example, a visitor may hit your website from the company “Acme Industrial.” Drift Intel will enrich specific company attributes such as “number of employees,” “company industry,” “company revenue,” and more. Let’s say your ICP is companies with over 1,000 employees, greater than $50M in revenue, and are in the industry of manufacturing. Using Drift Intel, you can specifically target companies that match your ICP to personalize your conversational marketing engagement. Furthermore, when the visitor decides to chat in, you can use these attributes to route the conversation or meeting to the appropriate Conversation Development Representative or Account Executive based on the routing rules you have in your CRM or Drift.

SALES ENGAGED TRAFFIC

Conversational marketing isn’t just for your top of funnel. If a website visitor is already sales engaged,their intent is different than a first time web visitor. The sales engaged visitor is likely looking for something specific or trying to answer a question. Because we know the visitor is sales engaged we can personalize the conversational engagement to deliver more relevant messaging and even deliver the conversational message from the person who owns that sales engaged account. Drift can also alert the salesperson that their account is on the website now providing them an opportunity to jump directly into a conversation.


CHAT WITH 100% OF LEADS

ALL LEADS

(MORE LEADS)QUANTITY

(FEWER LEADS)QUALITY

BEHAVIORALLY TARGETED

$FIRMAGRAPHIC

TARGETED

$$$

ACCOUNT BASED

TARGETED

$$$$

BOTQUALIFIED

$$


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on their blog and it starts generating traffic, you can greet visitors that came from that content with a message like “Thanks for reading our review on AcmeCo’s site. What was it about the article that caught your attention?” In this scenario, you can see how we use the Conversational Framework to engage in a whole new and personalized way. Furthermore, you can move to immediately understand what it was that captured their attention before moving onto a recommendation.

WhyWe’ve been using the Conversational Framework of Engage, Understand, Recommend to better personalize the experience of our buyers.

A very important step in building your Conversational Marketing Blueprint is to answer the question of why someone is on your website.

Once we’ve engaged with website visitors based on what page they’re on, who they are, and where they came from, we can move to understand why they’re on your site in the first place.

The types of questions you ask to understand a buyer’s intent are typically more informed when you know the answers to who, where, and what.

Now that you have engaged a visitor and understand their intent, you should recommend next steps for the visitor by asking why they are on your site.

WhereThe next step in creating personalized conversations is to map out the specific channels of where visitors come from to get to your website.

Although your company’s sources may differ, the following are some of the most common traffic sources for B2B companies today:

DIRECT

When someone visits your website directly, they are typically aware of your brand. They heard, saw, or read something that drove them to type in your URL to learn more.

AD

You may be running dozens of different ad campaigns. The context of those ads and the pages they direct to are fundamental in understanding what interest or intent the visitor has. The basics here are pretty simple to understand. In these scenarios we know exactly what message captured their attention.

NURTURE

Nurture campaigns provide additional and powerful context to understand what drove the person back to your website. Not only do we know who the person is, we also know the content that interested them to engage with the nurture email and click through back to the website. Using the specifics of the email that captured the buyer’s interest, you can personalize your conversational engagement.

ORGANIC

While traffic from organic sources varies widely based on your content and SEO strategies, you can use the specific referrer keywords to infer what specifically the visitor may be searching for.

EVENTWhether in person or online, you may have a specific call-to-action following an event to engage with your attendees and registrants. Events have a natural specificity and messaging surrounding them. As a result, you can create a Bot that targets event attendees and registrants in a whole new, personalized way.

CONTENT

If you use third party content to drive awareness, you have the opportunity to engage in a personalized conversation based on the content that drove the visitor to your website. For example, if someone writes a review of your business

HEY! CAN I ASK YOU

A QUICK QUESTION?


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The visitor can book a meeting or meet now with an Account Executive (AE) or CDR if they need further qualification.

EDUCATION

The visitor is looking for more information about a particular topic you specialize in or how your business operates in general.

DIRECTION

The visitor is trying to “find their way,” on your website. Drift Playbooks can also be used as a conversational

way to help users better navigate your website. Using a combination of button responses or keyword groups, Drift bots can act as an online concierge to create a better self-help buying experience.

SUPPORT

The visitor is a known customer (or has indicated they are a customer in the event they are anonymous) and is seeking the answer to a support question.

While Drift’s primary purpose is to provide a better buying experience, we certainly do not want to ignore existing customers especially when they have a support question. In the event a customer engages with your Drift Bot on your website with a support question you can route the chat to a dedicated support representative. The good news is that sales can stay focused on helping buyers and Drift can keep sales and support chats separate. Conversely, if you do not want to offer support chat inside of Drift, the Drift Bot can navigate the visitor to your dedicated support solution so they get the help they need now.

Understanding the tension between buyers and sellers.The thing about why is that there are two answers to this

question. There’s what you want out of prospective buyers and there is what they want out of their engagement with your company.

It’s no wonder that conversion rates have continually declined for lead capture in B2B over the last decade. We’ve been prioritizing our why with little ability to prioritize the buyer’s why.

But, there is good news. The typical landing page today has only one call-to-

action. The beauty of conversational marketing is that we can use Bot workflows in Drift’s playbook builder to offer the buyer choices. With conversational marketing, you can recommend different calls-to-action.

In short, a golden rule of building Drift playbooks is that you should offer choices in your Playbook Goals. Not only do choices optimize the buyer experience, choices also create more opportunities for conversions in your funnel.

Let’s take a closer look at how we accomplish offering buyers choices and making different recommendations based on why they are here.

QUESTION

The visitor who has engaged in a chat is seeking an answer to a specific question.

The conversation can be routed to a Conversation Development Representative (CDR) where the rep can answer their question and secure next steps to help the buyer.

EVALUATION

The visitor is interested in learning more about using your product.

WHYWHY ARE THEY HERE?

BU

YE

RB

OT

CO

MP

AN

Y

Qualify & Route Qualify & Deliver Navigate Qualify & Route Qualify & Create

CDRACCOUNT

EXECUTIVE NURTURE GUIDE TICKETCUSTOMERSUPPORT

Qualify & Schedule

QUESTION EDUCATIONEVALUATION DIRECTION SUPPORT ISSUE


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We recommend you build your first three Drift Playbooks for your most highly trafficked pages. Those are probably your homepage, pricing page, and contact us.

The image above shows how to use the Conversational Framework to build your Drift Playbooks. Keep in mind, this is just an example workflow – each of your Drift Playbooks will differ slightly from this visualization.

HOW TO BUILD YOUR CONVERSATIONAL MARKETING BLUEPRINTYou just conceptualized the buying experience from the point of view of your future customers. You can now put your marketer hat back on and start to think about how to create optimized flows to drive more qualified conversations between your buyers and your sales team.

THE CONVERSATIONAL FRAMEWORKENGAGE. UNDERSTAND. RECOMMEND.

ENGAGE UNDERSTAND RECOMMEND

GREETING QUESTION 1

QUESTION 2

ADDITIONALQUESTIONS

RESPONSES

VALUE

SALES

MARKETING

SUPPORT

Qualify & Route

Qualify & Deliver

Navigate

Qualify & Route

Qualify & Create

CDR

ACCOUNTEXECUTIVE

NURTURE

GUIDE

TICKET

CUSTOMERSUPPORT

Qualify & Schedule

WHAT PAGE ARE THEY ON?

WHERE DID THEY COME FROM?

WHO IS HERE?


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For example: Our Google Adwords campaign Bot starts with “Thanks for coming all the way over here from Google. What caught your eye about our ad?”

Use personalization tokens for returning visitors. Bonus points if you acknowledge their first or company name.

Call out what page they’re on. For example, if someone is on your pricing page, you can say “Hey! Have any questions on pricing?”

Leverage website behavior. If someone has been to your site two or three times you can say “Welcome Back!”

UTM parameters are also valuable. Create playbooks based on your most common UTM source or keywords that brought users to the site.

Once someone starts engaging with you, you can mark them as a CQL.

You may ask yourself: What is a CQL (conversation qualified lead)? Great question! It’s a way to measure how qualified a person is as they move through your Bot flow. Once you get certain pieces of information from your future buyers, they become conversation qualified leads, CQLs. There’s a scale of • • that can help you determine how qualified a lead actually is.

UnderstandAt this time you want to start to understand more things about who you’re engaging with. Getting a better sense of who they are and what they need will be key to recommending the right next step. We suggest using questions that give you a better understanding of how the prospective buyer would use your product or service.

QUALIFY

What kinds of questions do you need to ask that are 100% necessary for your sales team to know? Are there other questions your team can ask once the visitor has answered a few? Make this as painless as possible.

Have the bot do some of the heavy lifting for your sales team. Think of two to three questions that your sales team always asks and have the bot ask them instead.

You can map all of the answers given in a bot to attributes that you can pass into your CRM. Drift will talk to your existing systems to make sure your source of truth stays your source of truth.

For example: At Drift, we need to know what website people want to use Drift on, and their company size. Our reps will ask further questions like which Marketing Automation or CRM they use, but that is not necessary for initial qualification to get users actually talking to our reps.

As a reminder: We’re not going to ask you to rip out your forms and start thinking in this new way immediately. Conversational marketing can be used as a second net for your visitors who don’t want to fill out a form and wait for their question to be answered, or they’re ready to book a demo right now.

EngageThis is how you’re going to try and start a conversation. There are two common ways to engage with people.

Take into account where they are: Not just on your site but within their buying cycle. Make sure your messaging makes sense to them and what they need from you.

ASK

This is a great way to start conversations with organic or direct traffic. Asking a targeted question about the pain point your company helps solve will open up the conversation.

For example: The Drift homepage bot asks: Are you currently driving qualified conversations on your website?

Explain what your company will help them solve, why your visitors should chose you, and why other companies just like them have chosen you too.

This first question is what drives your Drift Playbook engagement rate. It’s a good place to hook your site visitor on your value prop.

Think of questions that are a win/win both for you and your site visitor. Questions that you as a business would love to know the answer to, and that your site visitors see the value in answering.

Stuck on what questions to ask? Take a look at your website’s headlines or even any email subjects lines you’ve seen have a high open rate.

ACKNOWLEDGE

This is a great way to start conversations with returning traffic, targeted traffic, and traffic coming from ads or campaigns.

Acknowledge that those people are back to your site, or coming from somewhere else to make it clear you brought them over to your site for a reason. Then deliver that reason through your value proposition and social proof.

For your targeted accounts, acknowledging them by company name is a great tactic to use in your messaging. But don’t just have one catch-all targeted accounts message. Use Clearbit personalization tokens to make your playbooks include Company Name in all of your Playbooks so you can make your targeted accounts feel like VIPs.


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Example of Geographic AND Firmographic Routing Rules:

Example of Salesforce Routing Rules:

DISQUALIFY

Just as important as qualifying, what are some of the major disqualifiers for your company? Make sure you ask those question so you can make sure you’re only talking to the right people for you.

Leads that have been disqualified can be guided to other parts of your website so they can do some self-learning but should not be routed to your team.

For real examples check out the Conversational Marketing Blueprint Worksheet.

Stay away from form type questions like first name, last name, and company name. If they give you a business email, you’ll know which company they’re with. *Pro tip: You can filter out personal emails with Drift’s email capture skill.

Once we capture someone's email within a playbook, we’ll use Clearbit Enrichment to populate contact level information, allowing you to focus on truly qualifying questions within the playbook.

After you’ve captured all the information you need to know about a user, that’s when they can become a CQL OR once you’ve disqualified someone, they can be marked as disqualified.

ROUTE

Leverage geography, URL/website behavior, firmographic information, LeanData (coming soon), or your Salesforce Routing Rules to make sure the right rep is routed into the conversation at the right time.

If you have current routing rules in place, you can most likely replicate them within Drift.

If you have Salesforce, you can route identified contacts based on their Account, Contact, or Lead Owner in Salesforce.

The most basic routing rule is to do a round robin between team members.

Example of URL based routing rules:

https://docs.google.com/spreadsheets/d/1arCTWCld8H_-y88LRyzrI-038mVzMuVCM_weCdGCY7E/edit#gid=154959409

https://docs.google.com/spreadsheets/d/1arCTWCld8H_-y88LRyzrI-038mVzMuVCM_weCdGCY7E/edit#gid=154959409


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RecommendThis is the final action taken in your bot. You can recommend more than one action to be taken if someone doesn’t want to perform the first.

For example: We always ask our qualified leads if they’d be interested in booking a demo to chat with our team. If they aren’t ready to do that yet, we offer up another resource, like our video demo, and ask for an email before we send it to them.

That way we still capture all the information we’re interested in gathering, even if they don’t take the first recommendation we provide.

CHAT NOWRoute in the conversational development rep (CDR), business development rep (BDR) or sales development rep (SDR) to have a conversation

MEET NOW

Send a meeting invite for a CDR/BDR/SDR or account executive calendar

SCHEDULE

Drop a connected calendar of the CDR or AE into the conversation GUIDE

If someone isn’t ready to book a meeting just yet, ask them what kinds of resources they’d be interested in reading. Share content that helps pull themselves further down your funnel. For example:

• Subscribe people to an email list – typically a great use case on blog pages.

• Deliver more in-depth content such as ebooks or white papers that are relevant to the content they’re currently consuming.

• Nurture the visitor on their buyer journey. You can capture the visitor’s information and add them to your most relevant nurture campaign.

NURTUREAsk for an email and enroll users into a nurture sequence if they’re not ready to get on board just yet.

Add visitors to a Dynamic Segment based on attributes or specific actions they have taken within a playbook and show them a more specific playbook when they return to your site.

For example: If a visitor booked a meeting in the initial playbook they engaged with, the next time that person

comes to the site, rather than showing them the same questions they already answered, you can provide them with a more targeted experience.

Enroll them in a triggered email that sends them a resource.

For example: if someone says they are just browsing, or you mark them as not qualified right now, you can send them an email to keep them engaged, whether it’s driving to a resource or to book a meeting.

Once someone has completed the flow, and taken your recommendation, you’ve captured all the information you need to know about a user, that’s when they can become a CQL. If the user could still use more nurturing, they weren’t ready to take a meeting, etc, you don’t have to mark them with all three s just yet.

To bring it all together – he combination of 'who they are' + 'where they are on their journey' + 'what is the desired outcome' should inform the conversations you’re having with your buyers.

Make starting conversations your most important goal as a marketer.

Buyers don’t want to be put through your process anymore. They want to buy on their terms.

Use the conversational marketing blueprint to evolve your website from a catalogue that’s static and the same for everyone to a personalized experience for each buyer. Make the website experience as personal as the experience you have when going into your favorite store or hotel.

It’s about helping people find the thing they’re looking for as fast possible. It could be an answer, an idea, a solution, or a product. Help them find it through the power of conversations.

5 Key Benefits of Conversational Marketing

1. Nurture your MQLs in seconds

2. Instantly respond 24/7/365

3. Convert more leads

4. Book more qualified meetings

5. White glove for strategic accounts


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CONVERSATIONAL MARKETING CUSTOMER EXAMPLESThink about the anatomy of a healthy bot while you build your first one! So what makes for a healthy, high performing bot? Well, use conversational, human language helps. Be sure to provide a clear call to action and talk about the pain point you can solve. But there’s so much more to building a great bot

A STRONG OPENER THAT HITS ON A PAINPOINT

YOU SOLVE

AN UNDERSTANDING OF YOUR COMPANY’S

VALUE PROP

NO EASYWAY OUT

DO NOT ASK TOO MANY QUALIFYING

QUESTIONS

A CLEAR

BRAND VOICETHROUGHOUT THE BOT

HAVE A

CLEAR CTA(AND MULTIPLE BACKUPS)

A HEALTHY CHATBOT


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STEP 1 - Start the conversation

STEP 2 - Deliver your value prop quickly

STEP 3 - Omit unnecessary questions

Here’s a real example of how to build a bot for your website.

STEP 4 - Determine your strongest recommendation

STEP 5 - Have a fallback CTA

Looking for even more real-world examples? Check some out here:

Contact Us: reallygoodchatbots.com/bot/BrandwatchABM: reallygoodchatbots.com/bot/Journeyxp-demoReferral Traffic Bot: reallygoodchatbots.com/bot/trainedupPricing: reallygoodchatbots.com/bot/leanplum Homepage: reallygoodchatbots.com/bot/Keap-Homepage

We include six more Drift examples in the Conversational Blueprint worksheet.

2.

2.3.

3.

4.

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> Meeting booked metric. On our highest performing Bot at Drift – the “Request a Demo” Bot – we have a 22% email captured to meeting booked rate. With our lower intent Bots that run on our marketing site on our product pages, we strive for a 5% email capture > meeting booked rate.

As always, when measuring conversion rates the answer is always “it depends”, however these are some baseline metrics that your team can measure from your playbooks.

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Playbook metrics should looks something like: Sent > Conversation should be above 2-3%, your messaging should be engaging enough where your proactive bots should engage that much traffic.

Because you should be asking for email no matter which CTA/Recommendation a user chooses to go through (unless they opt out completely), you should see that around 15% of the people who have conversations with you will also give their email. So for Conversation > Email Captured, this will transfer to a 1% overall email capture conversion rate from Sent > Email captured.

When it comes to measuring attribution, don’t just consider net new accounts/contacts but the touches along the way:

So, for instance, if you’re using Meetings Booked as a success metric, which should be the case for some of bots you run on your site, you should look at your Email Capture

HOW TO MEASURE THE IMPACT OF CONVERSATIONAL MARKETINGWhen you’re measuring the impact of your Conversational Marketing efforts, there are a few metrics you should pay attention to. But the most important thing to keep in mind is: “What metrics are YOU trying to move?” Is it emails captured? Is it meetings booked? Is it percent of traffic driven to a certain page? That’s something you should lock down before you go live.


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