If you missed the announcement last month, Adobe made Marketo Engage’s Dynamic Chat – which is available free to all Marketo Engage licenses – even better! Here’s a great breakdown of what’s new, so I won’t go into all that but I will say that even some paid-only features are available as a free trial first so you can “try before you buy.” So there’s really no reason NOT to give Dynamic Chat a go, whether you’re new to chat bots or currently using another vendor and want to evaluate it against that.
That said, it can be difficult to know where or how to begin.
Pick a straightforward use case to start.
You don’t have to create an elaborate, multi-question, choose-your-own-adventure chat conversation! You can focus on tip-top-of-the-funnel lead generation – get an email address! When an unknown visitor arrives at your web page for a particular solution (or industry or service), have your chat bot ask if they’d like to subscribe for updates. Collect their email address if they say yes. You don’t HAVE to ask for more data at that point like first and last name, etc. You can do that with later marketing activities. If collecting country is critical due to compliance requirements, consider taking that information as inferred from their IP address to start.
Imagine, if 50,000 unique anonymous visitors visit that page daily and only 1% convert (and industry benchmarks indicate that’s quite low), that’s 500 new email addresses you didn’t have before, that you can then further qualify and nurture.
Use data you already have to right-size your effort.
One of the (many) things I am excited about with our Dynamic Chat is the ability to actually let web visitors connect directly with a salesperson, either via a live chat or by booking a meeting to their calendar. But that can be daunting, too. What if I get TOO many requests? How do I keep only qualified prospects taking my sales team’s time? I suggest looking at data you already have to decide where to offer that particular chat functionality – and I can already tell you, not on your home page!
If you’re using any website analytics tool, you can know how many visitors are on any given page per day and even during times of day. And as a marketer, you might already have an idea of which pages of your site would be visited by a more qualified prospect – i.e., a visitor to a Pricing page or a Where to Buy page is clearly showing some intent – you can also use data in your CRM and Marketo Engage. Look at your most recently created opportunities and the contacts associated with it (yet another important reason to use contact roles with opportunities!) and then look at those contacts’ most recent web page visits prior to opportunity creation. Those pages might be good fit for a sales-engaged chat experience.
Be specific with your KPIs and your chat approach will follow.
With such a cool way to interact with prospects on your website, it can be easy to want to throw everything and the kitchen sink into a single chat bot – collecting emails, answering questions, offering a sales meeting, offering various documents and links. That’s more complicated than it needs to be and will probably leave your web visitor frustrated. Have a single KPI – goal – in mind for each chat experience and put only in that chat was is needed to accomplish the goal.
Trying to generate top-of-funnel leads? Offer something that would encourage the visitor to provide their email address, collect it from them, thank them and close. Need to fill white space (missing data) with existing leads to further qualify them? Offer a reason they should provide that data in the chat, collect it (not too many at a time!), thank them and close. Want qualified leads sent directly to sales for live chat or meeting booking? Offer exactly that on the right page, convert them, thank them and close. Don’t try to make a single chat experience do everything.
Really, the only reason to NOT give Dynamic Chat a try is because you, the marketer, have already got a million things on your plate. If so, over here at Adobe Professional Services, we can help. Just reach out to your Adobe account manager if you’d like us to help you get Dynamic Chat up and running at your organization.
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