If you are a business to business (B2B) marketer, the chances are you have read Google’s research on micro-moments. You optimized your content for I-want-to-know moments. But are your salespeople arriving quickly enough when prospects want to talk to a human? This article is about closing time gaps between I-want-to-know and I-wanna-talk-to-a-human moments so you can convert more leads from your website.
Imagine 10 prospects are on your website right now. Each is typing her name, email, phone number and clicking ‘Contact me.’
Then what? iPhones will ding! Colleagues will knock on doors. By the end of the first hour, your sales people will people dial. And 9 out of the 10 prospects will hit ‘reject call’ according to this study from InsideSales.com.
Lead decay operates in the time gaps between I-want-to-know and I-wanna-talk-to-a-human moments. If you could close these time gaps, you could have a major opportunity to stop lead decay and grow sales. That is what a chatbot can do; this article shows you how.
How a B2B chatbot helps a real human
Step with me into a parallel universe –
You work in marketing for SureCourse Business Solutions, and I am a project manager in the marketing department for a bank in Dallas. Here is how your chatbot helps my bank become a customer:
My tenure at Review Concierge (2012 – 2015) was a highly educational and (net) rewarding experience. Some of my happiest moments were spent chatting with our nation’s top doctors at all hours of the day and night figuring out how to respond to their online reviews.
While my stories about individual clients are off the record, I did produce quite a few educational stories for the larger community. Many of these portfolio pieces are referenced in the projects section of my LinkedIn profile.
If I were to point to my two favorite written portfolio pieces from my time at Review Concierge, they would be:
These pieces took a great deal of time to distill into written form because they tackle abstract concepts. After spending five hours per night for two weeks (after working full days), I finished the Online Review Survival Course and headed straight to acupuncturist to fix the carpal tunnel that I acquired from writing it. Fortunately, it was fixed in one session.
As I get ready to turn 30, I am upping my commitment to share more of the specialized knowledge that I regularly invest time acquiring. My hope is that I can share valuable tips that enhance the profitability of your sales and marketing campaigns.
It’s been quite a journey over the last two years. Putting this portfolio together caused me re-live some the experiences that I had during this time. I found myself upset, happy, despondent and overall grateful for the way things turned out.
I have many people to say thanks to for their support over the last two years. (I will do so privately.) I feel like a new chapter of my work is beginning. I’m looking forward to new friends and new successes with ol’ pals.
Review Report Card represents the best of what my team and I learned during “my 2nd go” the 2010 – 2012 portfolio.
The product makes it extremely simple for a business to track their online reviews. It’s emailed weekly and only takes a single glance to understand a business’s ratings across the major review websites.
There are no passwords to memorize or training required. All the features are one click away from the inbox. Review Report Card is also available as a web app for your iPhone or iPad.
Here is one trick that will immediately increase your response rates: make your emails look like they’re coming from a detail-oriented person.
These three elements will help you pull it off:
Make the email come from the same IP of the email domain (this will eliminate “sent on behalf of” disclosure that many email programs make)
Suggest a specific call to action, like an appointment
Embed your compliance statements in the signature and footer.
When you incorporate these three elements into your emails, people will be much more likely to respond. Here is an example of an email that got an 8% company level response rate off a list of over 1,200 people at pharmaceutical companies:
In May of 2012, we invented a healthcare re-targeting ad product. It worked by inferring what types of medical ads to show a user based on the type of doctors that they search for online.
Here is a video which describes the product.
The cookies would be set by the medical directories. The cookies have an ID that describes what type of medicine a doctor practices. For example, we know if someone visits a Dermatologist’s profile that we should show that user dermatology ads.
Engagement–not clicks–is what matters most in mobile marketing. In June of 2012, we designed a high-engagement mobile ad unit for pharmaceutical advertisers. It’s called the “Ask Your Doctor” ad unit. Pharmaceutical advertisers are always telling the public to ask the doctor about their drugs. Many already publish questions that the ad network can copy and paste to setup the campaign. Continue reading →