Conversational Marketing: How the World's Fastest Growing Companies Use Chatbots to Generate Leads 24/7/365 (and How You Can Too)

  • 3h 57m
  • Dave Gerhardt, David Cancel
  • John Wiley & Sons (US)
  • 2019

Real-time conversations turn leads into customers

Conversational Marketing is the definitive guide to generating better leads and closing more sales. Traditional sales and marketing methods have failed to keep pace with the way modern, internet-savvy consumers purchase goods and services. Modern messaging apps, which allow for real-time conversations and instant feedback, have transformed the way we interact in our personal and professional lives, yet most businesses still rely on 20th century technology to communicate with 21st century customers. Online forms, email inquiries, and follow-up sales calls don’t provide the immediacy that modern consumers expect. Conversational marketing and sales are part of a new methodology centered around real-time, one-on-one conversations with customers via chatbots and messaging. By allowing your business to communicate with customers in real time—when it’s most convenient for them—conversational marketing improves the customer experience, generates more leads, and helps you convert more leads into customers.

Conversational Marketing pioneers David Cancel and Dave Gerhardt explain how to:

  • Merge inbound and outbound tactics into a more productive dialog with customers
  • Integrate conversational marketing techniques into your existing sales and marketing workflow

Face-to-face meetings, phone calls, and email exchanges remain important to customer relations, but adding a layer of immediate, individual conversation drives the customer experience—and sales—sky-high.

In this Book

  • Your Website is Leaking Revenue (Here's How to Fix it)
  • The Rise of Messaging: A Real-Time Lead Generation Channel
  • The Rise of Chatbots: Personal Concierges for Your Website Visitors
  • Replacing Lead Capture Forms with Conversations
  • Ending the Family Feud Between Marketing and Sales
  • Step One: Add Real-Time Messaging to Your Website and Start Capturing More Leads
  • Step Two: Give Your Email Marketing Strategy a Real-Time Makeover
  • Step Three: Master the Art (and Science) of Qualifying Leads through Conversation
  • Step Four: Filter Out the Noise and Target Your Best Leads
  • Step Five: Build a Lead Qualification Chatbot (Without Writing a Single Line of Code)
  • How to Put Your Sales Funnel on Autopilot
  • How Sales Teams Can Create a Better Buying Experience with Real-Time Conversations
  • How to Send Sales Email Sequences that Buyers will Actually Engage With
  • Conversational Account-Based Marketing (ABM) and Selling (ABS)
  • Continuing the Conversation: The Importance of Talking to Your Customers
  • A Conversational Approach to Customer Success
  • Measuring Conversational Marketing and Sales Performance