5/4/2023 0 Comments Chatbot marketingUTM parameters are another great intent signal. You could also exclude those one to ten folks and never show them a chat bot if you know that they're not going to be a good fit for your service. Targeting employee range is also helpful because you will probably say something different to a company of one to ten people versus a company of a thousand. You can also see how many different people come from different companies which would allow you to make a company bot that says “Hey, did you know that SAP uses us?” Now that's going to be a much much better hook than “Have any questions?” So maybe Segment is a customer of yours and you can say, “Hey Jordan, I noticed that you come from Company X and you use Segment, did you know they're a customer of ours?” For example, you could target all people that come to the site that use Segment. We mentioned Clearbit Reveal earlier because it allows you to target the technology used. Targeting is really key for having effective chatbots. While this isn't always going to be always right you can take a guess here and more often than not you're going to be right and people will engage. The first thing their bot says is “Do you have any questions?” ![]() We looked up a few B2B companies that came to mind and found Apollo to use this technique first. It's the same thing with chatbots, you really need to understand who your visitor is and where they come from to be able to get engagement. So each of those people were solving a different problem with the milkshake and you can imagine that even though it's the same product you might talk about the milkshake differently to each of those different audiences. Some people were buying it as a source of protein, other people were buying it because they were bored, and others were even giving it to their kids to shut their kids up. I’m going to say this over and over and over again.Ĭlayton Christensen talked about his framework for hiring a milkshake where he interviewed a bunch of people that bought milkshakes at Mcdonald's and found out they were buying for different reasons. What Are Intent Signals and How Do They Help With B2B Chatbots? There are great ways to use personalization and automation to reach your users. These data sources will allow you to prioritize your bot plays based on the biggest opportunity there. Google Analytics will show you what URLS people are visiting, how many visitors do you have to those sites, which paid ads are they coming from, your UTM parameters. Imagine if you started a conversation with, “Hi I’m Jordan. ![]() The worst thing you can start a chatbot message with is “Do you have any questions for me?” ![]() This post is primarily for folks that are targeting B2B audiences where the end result is a sales meeting or a salesperson live on the phone or on the chat. To be successful with this B2B chatbot marketing strategy, you need to be able to dive deep into chat, and the user experiences beyond the basics. This strategy isn't for people searching for an instant fix solution or customer service or customer support bot. Who This Post Isn’t For & The Goal of B2B Chatbot MarketingĪdmittedly, a weird way to start a post, but it is easier to say who this post isn't for than who it is for. Summary of B2B Chatbot Marketing Strategies.What Are Intent Signals and How Do They Help With B2B Chatbots?. ![]() How Do I Find the Right Hook for My Chatbot?.Who This Post Isn’t For & The Goal of B2B Chatbot Marketing.We use a chatbot to get interactions with prospects to move them from browsing our website into the sales funnel using personalization and intent signals. In this post, we’ll show you how we use chatbots as a marketing strategy.
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