B2B purchase journeys have tremendously evolved and have become more complex, which has made it challenging for B2B marketers to generate quality leads. Many CMOs are exploring opportunities to integrate chatbots to streamline interactions with customers at every touch point and enhance the customer experience throughout their journey.
According to a report by Grand View Research, the market size of chatbots was valued at USD 525.7 million in 2021. The resort also predicts that the market size to grow at a 25.7% compound annual growth rate (CAGR) during the forecasted period from 2022 to 2030. B2B marketing teams are also exploring opportunities for chatbots in their presales operations to improve their productivity and customer experience.
Here are a few ways that CMOs can integrate chatbots to increase high-quality B2B leads:
Pop-Up Message
Enterprises that want their chatbot to work as per expected need to make it visible for the users to access. Because implementing a chatbot without making it visible will not help, as the user is not aware of how to access it, implementing a small chatbot button somewhere on the web page will often be unnoticed. Designing a pop-up message to grab the attention of the user will help to break the ice. A personalized pop-up message will provoke the customer to interact with the brand. Businesses that integrate chatbot tools that help them to personalize their interaction at every touch point will help them to enhance the customer experience and gather high-quality B2B leads. Creating an impactful first impression of the chatbot will define its success of it. A quirky on-liner conversation breaker will enable the B2B prospects to interact with the chatbot and get all their queries resolved without interacting with a resource.
Also Read: Leveraging AI-Powered Visual Search for Enriched Customer Experience
Enable users to book appointments
Traditional approaches to gathering lead information have become obsolete because they are ineffective and do not offer insights for the RevOps teams. Businesses need to have a better understanding of prospects buying desire and readiness to purchase within the timeframe to make accurate sales decisions. CMOs should consider developing road maps of customer flows to implement touchpoints that bring the customer closer to conversion. Designing chatbot interactions that enable users to book appointments with the relevant resources will help businesses to improve their accessibility.
Also Read: Utilizing Chatbots for Enhanced Consumer Engagement
Reply to Leads in real-time
When the B2B purchase makers are looking out for a solution for their business to streamline their operations, their responses need to be quick to create an impact. If the user is visiting the company website, enterprises need to be proactive with their responses. B2B marketing teams that are able to respond to the prospects’ queries and concerns in real time are able to have efficient customer journeys.
Chatbots are one of the most significant ways to ensure frictionless interactions with customers and get high-quality B2B leads.
Chat customization
Even though chatbots enable businesses to interact with prospective customers in real-time, however, just like any other marketing channel, businesses need to make their customers feel valued for their businesses during all the interactions irrespective of the channel or touch point they are interacting with. CMOs should consider integrating conversational marketing tools that help them to easily personalize their interactions to create an impact. These conversational marketing tools should be integrated with customer relationship management (CRM) systems to evaluate the previous client interactions and journey to customize the interactions to improve the customer experience.
Integrating chatbots into the B2B MarTech stack will enable the enterprise to improve the customer journey and create a loyal customer base that has a higher retention rate.
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