Adobe Dynamic Chat – A Critical Demand Generation Tool

anjalisharma · ‎12-01-2023

Adobe Dynamic Chat – A Critical Demand Generation Tool

Author:

Anjali Sharma

Arthi Udayakumar

B2B Enterprises are continually exploring innovative ways to engage with their customers and provide personalized experiences across multiple marketing channels. In today's digital landscape, chatbots have emerged as a powerful and dynamic tool for enhanced and effective interactions.

Adobe Dynamic Chat is an evolving chatbot solution that will revolutionize your marketing strategy. It is an enterprise-based conversational marketing suite offering built-in dialogue flows, anonymous to known lead stitching, native chat activities recorded at the person level, conversational forms, sales agent live chat, meeting booking, and real-time reporting. These new capabilities of Adobe Dynamic Chat will provide a transformative impact on your digital marketing team to create a fast paced and personalized nurture journey.

Here’s how Adobe Dynamic Chat provides value both internally and externally:

Sales: Helps build more pipeline faster by automating real-time personalized conversations with assisted responses so that customers can find answers quickly and keep moving through their buying journey.
Marketing: Create personalized conversations by identifying who is on your website and notify sales reps on high quality leads generated. This allows improved marketing efficiency resulting in higher lead conversion and enhanced customer experiences.
Customers: Facilitates a self-service experience allowing them to connect with sales faster or get their questions clarified without having to wait for someone in sales to contact them

Key Capabilities being released in September 2023:

Live chat: In extension to predefined dialogue chat, now Adobe Dynamic Chat allows customers to initiate a chat with live sales agent to get their inquiries addressed more swiftly. Marketo Engage offers 25 live chat seats and agents can be enrolled and assigned on custom rule criteria.
Conversational forms + SDK Flows: You can engage your website visitors beyond normal form submission experience by providing option to initiate a live chat or book a meeting with sales agent without ending the interaction.
Advanced Targeting and Meeting booking: Adobe Dynamic Chat activities and Filters recorded on the person level facilitates retargeting them with tailored messages and engagement journey. Ability to customize routing criteria for Live chat and Calendar booking. By default, 250 Calendar seats are included.
Reporting: New reports on global and Meeting performance level to provide insights on engagement and conversion rates.

ThinkHiTech and ABC Bank - Fictitious B2B companies

ThinkHiTech (B2B seller) is a leading Hi-tech company providing cybersecurity solutions. They want to streamline the process of Enterprise buying decisions for their customers like ABC Bank and achieve below objectives:

Improve new customer acquisition & reduce sales cycle through Consistent brand & product experience for Enterprise Stakeholders throughout the journey across touchpoints.
Optimize Sales and Marketing handoffs by enabling Right Sales Agent at the right time for their buyers like ABC Bank.

ABC Bank (B2B buyer) is a leading financial services company and are looking for an enterprise cybersecurity solution.

Let's meet Mike from ABC Bank. He is a senior executive and wants to buy an enterprise cybersecurity solution for his company.

To achieve their business objective, ThinkHiTech installs Dynamic Chat into their website and integrates Dynamic Chat with Marketo. Let us see how Mike’s Journey with ThinkHiTech below:

Let's meet Mike from ABC Bank. He is a senior executive and wants to buy an enterprise cybersecurity solution for his company.

To achieve their business objective, ThinkHiTech installs Dynamic Chat into their website and integrates Dynamic Chat with Marketo. Let us see how Mike’s Journey with ThinkHiTech below:

Awareness phase

With Adobe Dynamic Chat the below journey showcases how ThinkHiTech is generating Awareness with short attention span of visitors like Mike. The numbers 1 and 2 in the journey below showcases Dynamic Chat touchpoints for Mike.

Use case: Target anonymous website visitors with a chatbot and capture lead.

Mike from ABC Bank lands on ThinkHiTech website and while he is exploring various products, a chatbot opens after some time where, he engages in a chatbot conversation and provides his area of interest and email address.

With Adobe Dynamic Chat you can configure audience criteria and configure your guided conversation to enable targeting anonymous visitors with a personalized conversation and enables capturing lead information in Marketo too. You can also choose to overwrite any existing value or skip lead information insert/update in Marketo easily.

Use case: ThinkHiTech blocks email domains which are not allowed in Marketo.

Adobe Dynamic Chat enables organizations like ThinkHiTech to define security settings where test, spam or competitor email domains can be blocked from getting entered as a lead in chatbot.

Use case: Re-targeting returning users with a personalized chatbot conversation.

After few days, when Mike returns to ThinkHiTech website, he is delighted to see chatbot with a personalized and contextual upcoming event message based on his area of interest.

With Adobe Dynamic Chat you can re-target leads and configure guided personalized conversations using Lead attribute values under audience criteria definition.

You may have more than one dialogues configured for a target audience and the chatbot displays them as per their assigned priorities. Once users have engaged completely with a conversation of higher priority, the chatbot shows messages from next priority dialogue.

Engage and Consideration

With Adobe Dynamic Chat the below journey showcases how ThinkHiTech is actively engaging and nurturing leads like Mike towards a faster buying journey.

Use case: Leverage user action for a triggered conversational form.

Mike has explored products on ThinkHiTech website, and he further shows interest in their cybersecurity products and registers for the webinar event on Marketo form.

In conventional scenario, the conversation would conclude on click of submit button. But Conversational Forms provides the unique option to further nurture the user with more engagement preventing from disengaging. A well-designed dialogue can be created to allow user to book a meeting with the sales agent or capture information/interest after a form submission guiding user towards desirable outcome.

In this use case, conversational form seamlessly leads Mike to book a meeting with sales agent.

Use case: Book an appointment with Sales Agent from within conversational form.

Mike engages with the conversational forms, and he books an appointment with ThinkHiTech cybersecurity sales agent to clarify his initial questions on product capabilities.

With Adobe Dynamic Chat you can configure custom routing rules for agents based on multiple criteria. Agent calendars can be connected to Adobe Dynamic Chat so that website visitors can choose an available agent slot and book a meeting from chatbot as per their convenience. Agents can also specify their automated meeting set up confirmation email template too.

Use case: Trigger based marketing campaign for leads who booked a meeting with sales agent & attended webinar event.

ThinkHiTech wants to engage and further nurture their leads like Mike who have engaged with their sales agents and have attended the cybersecurity webinar too.

Adobe Dynamic Chat triggers and filters are available to track the dialogue engagement related activities in Marketo Engage. If a website user engages with a chatbot conversation or reaches a configured goal, a real time triggered, or batch based retargeting email can be sent to the event attendees to further nurture them.

Use case: Engage with a live chat agent conversation.

Mike is actively considering ThinkHiTech for cybersecurity products for his company ABC Bank. He wanted to talk to an agent to further understand pricing and support services. Mike clicks link in email he receives from ThinkHiTech and is delighted to see a chatbot appear with an option to talk to a live agent.

Mike chats with a live agent on his immediate questions about the costing and is delighted with the experience.

With Adobe Dynamic Chat you can grab the user’s short attention span and engage in a deeper and impactful real time online conversation with an expert live agent within chatbot itself.

Live Chat and Sales Agent Workbench feature of Adobe Dynamic Chat allows sales agents to chat directly with website users and manages real-time conversations. Once website user requests for a live chat, an available agent connects to the user for a live and active conversation within few seconds.

Conclusion

With Adobe Dynamic Chat accelerate the lead acquisition during an anonymous chatbot conversation and reduce sales cycle by offering faster means of re-targeting, engaging, and nurturing a lead by allowing them to perform Live Agent chats, scheduling a Meeting with an Agent and offering personalized messages.

You can:

Automate real-time, personalized conversations with your customers.
Allow site visitors to quickly book their own sales meetings, chat with a live sales agent and converse with your marketing-controlled chat bot, all in real-time.
Setup custom routing rules to ensure your customers are chatting and engaging with the right rep.
Arm sales reps with their own agent inbox to view real-time customer insights.
Report on the effectiveness of your conversations.

Within short visitor’s attention span, instead of relying only on the gated contents to generate and convert leads and wait time to pass leads to Sales, we can leverage Dynamic Chat to facilitate a faster buyer journey. With Right Sales Agent at the right time, Dynamic Chat will optimize sales and marketing hand offs.