Hey @AshleighMo ,
Great question!
First, let me quickly highlight the possibilities you can achieve with Dynamic Chat and then cover some best practices in that context.
Top use case for chat conversations:
- Lead generation
- Lead qualification
- Accelerate the connect with sales
But with how we implement Dynamic Chat, you can do much more than just Chatbot conversations. You can leverage Dynamic Chat as an extension of all your channel campaigns:
- Extend engagement for every form fill - https://experienceleague.adobe.com/en/docs/marketo-learn/tutorials/dynamic-chat/conversational-forms
- Accelerate the KPI of landing pages
- Triggering conversations based on CTA clicks
- Resolve conversation inline and personalized based on who visited the page
- Email Campaigns
- Insert conversation trigger hash into your email campaign which can trigger specific conversations to leads based on which email campaign they are coming from
- Social Campaigns
- Design conversation based on visitors coming from specific campaign and let chatbot provide assistance/nudge to visitor for the KPI you want to achieve
The best part is every engagement here is tracked as first-part information in Marketo
Best Practices
- Rather than thinking chatbot as lets get it on the website its best to start from your Marketing objectives of the year
- Just like how you plan your marketing year i.e starting with your key KPIs of the year (which could be drive more lead generation or qualification or nurturing or accelerate ABM etc) and design your marketing strategy of what all the activities that you would do this year
- Every engagement through any marketing channel for B2B, ultimately tries to bring the lead to the website or landing page to drive actions
- Now think of chatbot as the extension of all those campaigns that your are driving, design conversations based on those campaigns this simplifies your decision of who the audience to target for chat and on which pages
- Then plan campaign specific to chat as a channel which you can install across your website (for example engaging your anonymous visitors)
Hacks to drive more conversational engagement
- Target by segments rather than broad targeting
- Add personalization to your flows based on what you already know
- Optimize your chatbot greeting message
- Leverage GenAI not only to answer visitor questions but also learn what your visitors are looking for
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