| Description |
1 online resource (285 pages) |
| Contents |
Intro; Conversational Marketing; Contents; Introduction: The Shift from Supply to Demand; Today, Customers Have All the Power; 1. Product Information Became Free; 2. Real-Time Interactions Became Expected; 3. Supply Became Infinite; Winners and Losers: Why Companies Need to Adapt; Amazon vs. Borders; Netflix vs. Blockbuster; Uber and Lyft vs. Yellow Cabs; Why I Wrote This Book (and Why Now); Part I: The Rise of Conversational Marketing and Sales; Chapter 1: Your Website Is Leaking Revenue (Here's How to Fix It); 58% of B2B Websites Are "Empty Stores" ... Is Yours One of Them? |
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The Solution: Add Real-Time Messaging to Your Website90% of B2B Companies Don't Respond to Leads Fast Enough. . . Do You?; The Solution: Use Artificial Intelligence to Provide 24/7 Service; 81% of Tech Buyers Don't Fill Out Forms ... Are You Still Using Them?; The Solution: Replace Forms with Conversations; Using Real-Time Conversations to Achieve Hypergrowth; Early Results; The Conversational Marketing and Sales Methodology; Capture, Qualify, Connect; The Technology Powering the Transformation; Chapter 2: The Rise of Messaging |
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The Three Waves of Messaging (and How the Third Wave Changed Everything)The First Wave of Messaging; The Second Wave of Messaging; The Third Wave of Messaging; Why 90% of Global Consumers Want to Use Messaging to Talk to Businesses; The Rise of Messaging for Marketing and Sales; Using Messaging to Capture and Qualify Leads in a Single Step; The Importance of Treating Leads Like People; But ... How Does It Scale?; Chapter 3: The Rise of Chatbots; Chatbots: They've Got Our Backs; A Brief History of Chatbots; The Turing Test; The First Generation of Chatbots |
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Chatbots in the Age of Artificial Intelligence (AI)Chatbots in the Internet Age; Chatbots in the Age of Messaging; Chatbots and Humans: Finding the Perfect Balance; A Modern Approach to Understanding AI; Chatbots and Humans (Not Chatbots Versus Humans); How Chatbots Enable a Better Buying Experience; Millennial Buyers Versus Baby Boomer Buyers; Potential Blockers to Chatbot Adoption; How a Single Marketer Can Book Meetings for Dozens of Sales Reps Using Chatbots; Using Chatbots Proactively; Chapter 4: Replacing Lead Capture Forms with Conversations; The Problems with Lead Capture Forms |
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Problem 1. Forms Are Roadblocks, Stopping Buyers in Their TracksProblem 2. The Follow-Up Experience Is Terrible; Problem 3. Forms Don't Work As Well As They Used To; Problem 4. Forms Are Static and Impersonal; How the #NoForms Movement Got Its Start; The Movement Gains Momentum; How RapidMiner Replaced Forms with Real-Time Conversations; Rethinking Our Content and Lead Generation Strategies; Why Content Is More Powerful Without Forms; Developing a Form-Free Content Strategy; Replacing Marketing-Qualified Leads (MQLs) with Conversation-Qualified Leads (CQLs) |
| Summary |
Real-time conversations turn leads into customers Conversational Marketing is the definitive guide to generating better leads and closing more sales. Traditional sales and marketing methods have failed to keep pace with the way modern, internet-savvy consumers purchase goods and services. Modern messaging apps, which allow for real-time conversations and instant feedback, have transformed the way we interact in our personal and professional lives, yet most businesses still rely on 20th century technology to communicate with 21st century customers. Online forms, email inquiries, and follow-up sales calls don't provide the immediacy that modern consumers expect. Conversational marketing and sales are part of a new methodology centered around real-time, one-on-one conversations with customers via chatbots and messaging. By allowing your business to communicate with customers in real time--when it's most convenient for them --conversational marketing improves the customer experience, generates more leads, and helps you convert more leads into customers. Conversational Marketing pioneers David Cancel and Dave Gerhardt explain how to: Merge inbound and outbound tactics into a more productive dialog with customers Integrate conversational marketing techniques into your existing sales and marketing workflow Face-to-face meetings, phone calls, and email exchanges remain important to customer relations, but adding a layer of immediate, individual conversation drives the customer experience--and sales--sky-high |
| Notes |
Introducing the Conversation-Qualified Lead (CQL) |
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Print version record |
| Subject |
Selling.
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selling.
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Selling
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| Form |
Electronic book
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| ISBN |
9781119541868 |
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1119541867 |
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