Turning Up the Volume on Conversational Marketing

Show notes

For many B2B SaaS companies, conversations are the ultimate success metric.

When customers directly engage with you, relationships are established and, as important, the sales journey is jump-started.

On this episode of Marketing Spark, Mark Kilens, Drfit's VP of Content & Community, talks about how conversation marketing gained momentum last year at a time when conferences disappeared.

Drift pioneered conversation marketing with the introduction of an AI-powered chatbot that attempts to engage, understand and recommend solutions.

Mark and I also talk about Drift's approach to content marketing, the importance of content distribution, and some of the metrics used to assess content marketing success.

Key takeaways

Drift boils a conversation down to three steps, Engage, Understand, Recommend, and the recommendation at the end is the next best action, whether that's sales, content, or support.

Conversational marketing needs both sides. Change what visitors see on the website, and set up back-end workflows so the account owner is notified and knows whether to jump in or follow up.

Buyers expect speed. In Drift's survey, expectations for an immediate response from vendors grew 64% year over year, and slow vendors risk losing buyers to competitors.

When events disappeared, marketers followed buyers to digital channels like paid, organic search, and email, then used conversations on the landing page, based on who the visitor is, where they came from, and what they're viewing.

Drift repurposes cornerstone content with four R's: Reuse, Refresh, Repackage, Reposition. It measures content by engagement and pipeline, and also tracks how often sales and customer success use it.

Turning Up the Volume on Conversational Marketing

Show notes

Tell me what's going on with your marketing.