In general, the B2B buying process is too cold. In
a bid to get potential customers to fill out lead forms and drive them through
the sales funnel, very little meaningful conversation takes place.
As customers
wait for email responses after filling out forms, or a call back from your
sales team in response to a query, the conversation gap leads to very few
prospects actually getting converted.
This is where conversational marketing comes into
picture. It aims at removing the obstacles in communication, and facilitate
faster journey through the funnel to conversion through meaningful
conversation.
Implementing conversational marketing can be as
simple as using chatbots on your website. When a visitor is looking through
your solutions, the chatbot can offer instant assistance for any of the
queries. This removes the extra time of filling out lead forms and waiting for
a response on your part. The chatbot can also put the visitor directly in touch
with your sales team rep, where he can get further information.
Thus, conversational marketing can greatly help
B2B marketing companies make the buying process more friendly, for faster
results and greater ROI.
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