Hexagon Embraces Conversica AI Assistants for Marketing and Sales

Hexagon Embraces Conversica AI Assistants for Marketing and Sales

Hexagon Embraces
Here at Conversica, we love customer stories. We use our own technology and love it—but we especially adore it when our AI technologies help our customers boost productivity and drive revenue opportunities. This is one of those stories.

Hexagon Tests Out Their AI Assistant

Hexagon AB started using Conversica for one of their subsidiary companies in late 2020, which was obviously a difficult year for Marketers and Sellers—and everyone else—due to COVID. The company had previously invested in participating in a number of events and tradeshows. But when in-person gatherings were shuttered, the team had to figure out new ways of attracting customers.

“We have a very active Sales force because we’re in a lot of different industries. So, usually, we would be attending a lot of events,” says Kerry Trivers, VP of Marketing for Geosystems at Hexagon AB. “And so when they went away, we actually had the opportunity to shift a lot of our focus and investments more into the digital world.”

The team needed to shift focus away from in-person events to digital events, webinars, and paid social media campaigns. But these virtual events didn’t offer the same ability to engage contacts as in-person interactions. That presented a great challenge for Hexagon—and a great opportunity, if tackled properly.

The team decided to take a deeper look into their numbers and found that only 10% of the leads they brought in were passed to Sales.

“That became our benchmark,” says Trivers. “And so at that point, I started looking into, ‘What else could we be doing?’ And that’s when I started researching AI. And that’s where we found Conversica, because we really had a need to warm up leads that we were bringing into the organization that were net-new.”

The Hexagon team started by using a Conversica AI Assistant to autonomously engage leads—generated via content on their website or third-party media—in two-way conversations. Since these contacts were considered “early stage,” it wasn’t the most valuable audience for Salespeople to target. The Marketing team knew that it was simply too early to pass these leads along to Sales. But the team still suspected there was some value hidden within this swath of leads, so they sent their AI Assistant after them.

“Literally, as soon as we hit go we had people responding as hot leads within the hour,” says Trivers. “We had opportunity value that we didn’t even know was there, just by having an AI do some outreach on those existing leads.”

The team was delighted to bring in so many conversation-qualified leads. Quickly, Trivers’s team discovered value beyond just cultivating early interest from net new leads with digital event attendees. With their AI Assistant “Holly,” the team could deliver a personalized touch to large swaths of leads who had been dormant for 3 to 6 months to elevate handraisers.

This became a prime opportunity for Trivers’ team. Realizing that some golden nuggets of interest were hidden in there meant that the team could use Conversica AI Assistants to scalably and autonomously discover sales-ready leads.

Learnings Along the Way

Marketers are learning all the time. Testing out new strategies and improving over time is part of the job. First things first, the Hexagon team learned to tailor their messaging to make two-way conversations delivered by the AI Assistant more relevant to the specific parties they were contacting. This was especially useful when grouping people in their CRM into various campaigns. Luckily, this improved lead engagement with their AI Assistant.

By persistently reaching out to leads, Hexagon was able to free up their Sales staff while simultaneously engaging leads and identifying hot leads. The team discovered seven touches was the magic number to determine who was ready to talk to Sales.

Additionally, Trivers stresses that humanizing the AI internally helps build confidence in the technology.

“It is truly important, once you bring on an AI, that you start thinking of that AI as human. We’ve really humanized our AI. Our Sales teams always talk about working with Holly,” Trivers says. “It catches on like wildfire. Your Sales organization is going to be like, ‘Oh my God, we love Holly.’ Everybody wants to work with Holly.”

Lastly, Trivers’s team loves working with Conversica’s Customer Success team as they provide advice on how to best use the technology.

“I can’t say how much we appreciate working with our Customer Success team at Conversica,” Trivers says. “They’ve been instrumental to our success and keep us continuously improving in not only the conversations, but how we leverage even the new features that are coming out in the platform.”

The Results of Working With Holly, the AI Assistant
All in all, the results Hexagon saw from using an AI Assistant are astounding. The company has closed thousands of dollars of opportunity value, directly attributable to the Conversation Automation solution provided by Conversica.

Our engagement rate was 20% plus, even on old leads, which is way above our average,” Trivers says. “A lot of the people that we were engaging were actually becoming hot. And hot lead rates coming in were 10% plus.”

Trivers says the real power of the solution came through when integrating Conversica into their CRM.

“It makes it easier for anyone in the organization, and for Holly, or your AI, to actually work whatever leads you need,” Trivers says. “It’s just growing and growing and growing every single month. We are so excited about Conversica.”

Are you ready to start your own AI Assistant success story? Read about more of our amazing customers in our eBook: Conversational AI Heroes: Legendary Marketing & Sales Customer Stories.

How Motor City Lexus of Bakersfield Uses Conversica to Target Automotive Service Customers

How Motor City Lexus of Bakersfield Uses Conversica to Target Automotive Service Customers

Target Automotive Service Customers
Automotive service customers know they need to take care of their vehicles. But it’s all too easy for drivers to bump a service appointment to the bottom of their to-do lists. Day after day—week after week—that auto service appointment gets nudged further into the future. This spells bad news for the driver and their vehicle.

Dealerships often try to get ahead of routine maintenance by connecting with customers over the phone, email, or SMS. But even with multiple contact options, it can be tough to get busy people to respond. And chasing down a customer to make an appointment can be time-consuming for employees.

Luckily, Conversation Automation solutions from Conversica can persistently and politely pursue customers to make that important service appointment.

Lawrence Dyer, Business and Development team member at Motor City Lexus of Bakersfield Service, shares his experience using a Conversica AI Assistant to help connect with automotive service customers and drive revenue for the business.

Using Conversica AI Assistants for an Automotive Services Business

Motor City Lexus of Bakersfield Service adopted Conversica in 2019 to automate two-way conversations with customers. The goal was to motivate more customers to book service appointments—which generate revenue for the business.

Dyer joined the company after the Conversation Automation solution was already deployed. For him, it was a very new way of doing business. “When I got used to it, I really loved it,” Dyer says. “It takes away a lot of the tedious stuff I used to do before.”

So, rather than manually reaching out to contacts in hopes of getting them through the door, the AI Assistant (named “Mia”) autonomously pursues contacts with personalized messages proven to drive revenue opportunities. Better still, conversations delivered by the AI solution feel real and human-like.

“People are emailing in to get their appointments scheduled or their questions answered,” Dyer says. “When I answer, they ask to speak to Mia. And, of course, I’m Mia.”

Dyer starts each workday by checking the Conversica platform. “I do it every morning before I even start my other work,” Dyer says.

Dyer especially appreciates that he can seamlessly access Conversica from his smartphone. “If anyone responds [to the AI Assistant] in the evening, I can respond as Mia saying that someone will give them a call in the morning to schedule an appointment or answer their questions,” Dyer says.

Dyer says the AI Assistant helped keep customers connected even during the pandemic years as the business was short-staffed. But he’s really looking forward to the years ahead.

“Our business is growing,” Dyer says. “If it keeps growing at this rate, we’ll need two Mias—me and someone else—to handle the incoming requests.”

Take a deep dive into what Conversica AI Assistants can do for you with our Automotive Service Data Sheet: Tirelessly Keep Customers Tied to the Dealership Throughout the Ownership Cycle.

What Is Conversation-Qualified?

What Is Conversation-Qualified@3x

Conversation Qualified is a new, breakthrough funnel approach helping innovative businesses improve efficiency in the buyers’ journey in a way that was simply not possible before Conversational AI. Conversation Qualified is a step-change in how revenue teams do business and the biggest funnel change in the last 20 years. Now Conversational AI and Intelligent Virtual Assistants empower companies to participate in a wide range of two-way, human-like conversations that simply wasn’t feasible before; although the aspiration has always been there.

  • Moving prospects and customers down the funnel thanks to two-way interactions that delight and drive revenue
  • Creating handraisers rather than waiting for them
  • Empowering revenue teams with new technologies that ensure great customer experiences while escalating Sales and Customer Success opportunities
  • Transforming your business at scale and maximizing revenue opportunities for your Marketing, Sales, and Customer Success operations
  • Driving industry-leading 8x engagement with your prospects and customers over traditional methods
  • Deliver the iconic experience you want to instill in your customers at scal

This new approach already has real-world impacts. Byron O’Dell, Head of Corporate Marketing and Executive Director at IHS Markit says,

“We’ve been able to touch nearly every inquiry that comes into the business with an Intelligent Virtual Assistant. And that’s uncovering incremental, high-quality leads to support the Sales team. We are making rapid and thorough first contact, and we are doing it at scale.”

Similarly, Carrie Watson, Director of Customer Success at OEConnection, says,

“We have thousands of customers. But what we needed was a way to identify which customers were ready to talk to us. Our AI Assistant got dealers to raise their hands and helped increase and
improve retention.”

Let’s take a deeper look at how Conversation Qualified works and how it helps revenue teams do what they do best.

How Conversation Qualified Works

Conversational AI empowers revenue teams to automate human-like outreach that drives two-way engagement. Intelligent Virtual Assistants, for example, offer different skills that map to specific use cases. Couched under these skills are a myriad of conversations that the AI solution can autonomously craft and deliver to leads or customers. During its two-way interactions with a contact, the Intelligent Virtual Assistant understands incoming messages, decides on the best course of action, and acts on it. This includes identifying handraisers and passing them along to a Salesperson or Customer Success Manager.

This is different from linear email automation or even simplistic, rules-based chatbots because Conversation Qualified signals far deeper readiness than opens, clicks, or downloads. A Conversation-Qualified prospect has had an entire back-and-forth conversation about their intent, meaning they’re truly ready for the next step in the customer journey.

Conversation Qualified works differently for different teams:

  • For Marketing , this means a new approach to sorting through leads that surfaces the highest priorities faster but also nurtures the supposedly lower-quality leads in a way that actually works. The result is both an increase in the number and quality of leads moving to the next stage of the funnel.
  • For Sales , this means scaling outbound lead outreach, getting passed the best leads because they specifically requested a meeting, and augmenting teams with virtual team members so they can focus on the most likely inbound leads.
  • For Customer Success teams, this means proactively reaching out to every customer to motivate engagement, retention, product adoption, and expansion through back-and-forth dialog.

 

Let’s explore the transformation Conversation Qualified brings to Marketing, Sales, and Customer Success teams.

Conversation Qualified for Marketing: A Better Way to Qualify and Move Leads Down Your Funnel

What if you could deliver tailored and meaningful recommendations to thousands of leads, eliciting two-way dialog to progress a lead faster through the funnel? Research shows that 80% of customers are more likely to buy when brands offer personalized experiences. Businesses must be able to deliver those stellar experiences quickly and consistently or risk losing opportunities to their competitors.

To maximize their funnel, smart companies are going beyond traditional marketing actuation by leveraging Conversational AI technologies. Intelligent Virtual Assistants engage prospects in two-way conversations that accelerate opportunities and serve your prospects’ needs, no matter where they are in the funnel. This level of personalization and exchange creates handraisers—rather than waits for them—by keeping up a dialog with leads until they self-identify as ready to move on to the next step in their journey, whether that takes one message or a dozen.

Traditionally, the measure Marketing uses to determine if inquiries are ready for a sales touch is the MQL. An MQL is an educated guess—based on demographics, firmographics, and digital activity—about how likely a lead is to convert based on their interactions with your brand. For example, if a lead is highly engaged with your content, attends webinars, and opens your newsletters, they might be an MQL. But again, it’s just a guess; some seemingly very interested leads might turn out to be curious tire-kickers, while others with low engagement might very well be ready to buy right this minute.

Although MQLs were a critical step-change two decades ago, they are very inefficient. MQLs are an indicator that a lead might be ready for a Sales touch. But it is not a guarantee that they are a handraiser. Truth be told, companies were forced to take this approach because they did not have the human power to directly connect with leads at scale. Fortunately, companies leveraging Conversation Qualified via Intelligent Virtual Assistants see triple the conversion rates of MQLs and more systematically serve their lead stock.

Additionally, Conversica customers find that 1 in 20 dormant leads are willing to talk if you persistently pursue them with an Intelligent Virtual Assistant. That’s great news for Marketers who can better engage all those dormant leads at scale, and find more opportunities without having to chase these leads themselves.

new-technologies-like-Intelligent-Virtual-Assistants

Now that new technologies like Intelligent Virtual Assistants are here, Marketers are adopting Conversation Qualified as a more efficient funnel model.

  • Accelerate handraisers
  • Nurture lukewarm leads until they self-identify for a handoff
  • Save time and resources chasing the non-buying contacts
  • Scale personalized outreach for promptness, persistence, and performance
  • Ensure 100% follow-up; no lead left behind

Yes, the MQL has been the standard. But fortunately, something better can take its place. Cut the guesswork and choose Conversation Qualified instead!

Conversation Qualified for Sales: Scale Outreach and Accelerate Opportunities

Conversation Qualified can similarly transform the productivity of Sales teams. The Business Development function in organizations has made massive strides to personalize their outreach, but to truly attack the broad funnel is impossible with these human-only models.

While it’s simple for one Sales Development Rep (SDR) to offer a personalized experience to a handful of prospects, when there are hundreds or even thousands of leads, it becomes impossible. After all, Salespeople only have so much time to reach out to contacts in hopes of getting a response. So without innovative technologies like Intelligent Virtual Assistants, Conversation Qualified becomes a Herculean task.

Luckily, Intelligent Virtual Assistants can act as your own augmented Sales Development team. By enabling conversations with those prospects to develop two-way conversations in real-time or on the customer’s time, Intelligent Virtual Assistants help Sales teams to scale their efforts. This includes taking on prompt and persistent lead outreach, autonomously crafting high-performing personalized messages, and identifying and accelerating hot opportunities. Yes, Intelligent Virtual Assistants make the impossible possible.

Intelligent Virtual Assistants are a robust solution, deployable across a number of applications. For instance, companies can use Intelligent Virtual Assistants to support their targeted account strategies and signal early intent that might be coming from ABM platforms.

Additionally, many companies assume they have opportunities hidden among their cold leads. This is another area where Intelligent Virtual Assistants can make a difference. By automating two-way, human-like conversations, Intelligent Virtual Assistants can wake up and warm up slow or sleeping opportunities. This means more revenue without a lot of effort on behalf of your Sales team.

Yes, it is possible to touch every lead with a personalized, two-way experience that motivates them to take the next best action. Maybe the next best action is booking a Sales meeting, sharing more educational content, or opting out the uninterested party. In any case, the best opportunities are accelerated and the bad opportunities are weeded out—all without occupying your staff.

Conversational AI helps Sales teams:

  • Scale their prospecting activities
  • Supplement existing SDR teams where capacity is always an issue
  • Support target account outreach or ABM programs
  • Re-engage slow or sleeping opportunities

Conversation Qualified for Customer Success: Retain and Grow Customers

What if you could engage every single customer to proactively motivate product usage, boost retention rates, and grow your base?

Businesses strive to give customers as much personalized care as possible. But human limitations force CSMs to be reactive rather than proactive. Considering that 96% of buyers say customer experience is their primary consideration in their brand loyalty, it’s crucial to nail these interactions. In order to catch these customers and push them towards greater things, Customer Success teams ought to invest in Intelligent Virtual Assistants.

Intelligent Virtual Assistants work alongside CSMs to motivate product adoption and drive customer health in a proactive and scalable manner that people simply cannot. That’s because Customer Success teams are similarly hampered by capacity issues—resulting in inconsistent customer experiences. These capacity challenges force CSMs to prioritize a minority of highest paying customers while a longtail of customers is left with impersonal touches—usually around renewal time.

Businesses understand the risk that comes with being passive or over-occupied. Namely, that they will miss opportunities or even lose unhappy customers. Only 1 in 26 customers will complain about their experiences with a CSM—and many of these customers will churn. Conversational AI empowers Customer Success teams to proactively reach out to customers to keep them happy, healthy, and spending.

Conversational AI helps Customer Success teams:

  • Proactively address customer health and product usage
  • Scale personalized outreach for consistent customer experiences
  • Automate renewals and collect customer feedback
  • Suggest relevant upsell or cross-sell opportunities

The Shift to Conversation Qualified

Scaling two-way and personalized interactions simply weren’t possible before the introduction of Conversational AI. But now—thankfully—Marketing, Sales, and Customer Success Teams can benefit from this transformative technology’s ability to intelligently automate human-like interactions that discover revenue and delight customers. This means a differentiated brand experience to potential buyers and better, more efficient handoffs to revenue-generating teams.

Are you ready for the Conversation-Qualified Era?

Want more information about the power of Conversational AI? Explore our eBook, The Future of Work Is Now: New Research Shows the Benefits of an Augmented Workforce.

Better Lead Engagement Starts With Conversational AI

Better Lead Engagement Starts With Conversational AI

Businesses know they need to attract leads—but that’s not an end goal in itself. The real objective, of course, is to convert leads into customers. But before you get prospects to sign the dotted line, businesses need to engage prospects, educate them, and build rapport. This takes time and attention.

But therein lies the rub. It’s easy to personally engage a small number of attentive leads—but what about leads that are slow to engage or even high volumes of leads? How can Marketing and Sales teams quickly and effectively scale lead engagement?

The truth of the matter is that better lead engagement starts with Conversational AI.

The Capacity Challenge and What to Do About It

Finding leads to target isn’t the problem for most companies. You can always do a little more leg work to dig up folks to go after or deploy technologies that recommend target accounts. But the goal of Marketing and Sales today is to shift from lead generation to lead engagement.

Incoming leads, like those who attend a webinar or download a piece of content, tend to respond best when your brand is fresh in their minds; typically within 5 minutes. Yet the vast majority of companies fail to respond promptly to these leads. Similarly, lead follow-up might take as many as 8 touches before the lead is ready to talk to a Salesperson but most Sales Development Reps will only make two attempts before calling it quits.

And who can blame them? It takes a lot of time and effort to chase down leads with personalized communications. And many leads will never engage. Speed, persistence, and personalization matter. But with only so many hours in a day, Marketers and Salespeople are forced to choose where to put their attention.

This creates two problems:

  1. Potential opportunities are left unengaged, untouched, and unqualified
  2. Employees feel like they need to rely on gut feelings, which are hardly reliable

So, what’s the solution? If better lead engagement requires prompt, persistent, and personalized outreach that business professionals simply cannot provide, what alternative is there? The answer is Conversational AI for Marketing and Sales.

Conversational AI helps scale personalized interactions across email, SMS, and website chat. By promptly and persistently delivering personalized conversations at scale, Salespeople save thousands of hours of manpower. This time saved can be spent on high-value activities that only business professionals can provide; like establishing lasting relationships, navigating pain points, and providing guidance on how to best use your offerings.

Better still, AI Assistants built for revenue teams autonomously recognize and elevate handraisers to the notice of your Sales team. Thus giving customers the attention they need while simultaneously accelerating opportunities through the funnel. It’s a win-win.

This kind of conversation-based lead engagement is a far better strategy than traditional lead scoring. Why? Because lead scoring only offers an estimation of how likely a lead is to convert based on past experiences. Clicks, downloads, and webinar attendance can only tell you so much—and often what seems like a hot opportunity is really a low-quality lead. Conversational AI, on the other hand, kicks the guesswork in favor of generating a real rapport with your contacts.

Conversational AI can even work in tandem with traditional Sales Engagement Platforms and Marketing Automation Platforms. While some organizations worry that dual streams will inundate a lead, the evidence shows otherwise. That’s because leads recognize automated messages (inviting them to download a piece of content or join a scheduled webinar) as different from personalized touches from a Salesperson or AI Assistant inviting them to a Sales meeting to answer questions.

If you want better lead engagement, consider leveraging AI Assistants from Conversica, the leading provider of Conversational AI for revenue teams.

Want a deep dive into the capacity challenge facing Sales teams? Check out our eBook, The Sales Capacity Challenge: Never Miss a Sales-Ready Opportunity Again.

 

Blog: Working with Your Customer Outcomes Manager on a Lead Results Strategy

Working with Your Customer Outcomes Manager on a Lead Results Strategy
By Jen Amundgaard

This is the second part of a two-part article. Part one discusses what to do with your lower-quality leads. Part two discusses how you can work with your Conversica Customer Outcomes Manager to achieve the best results.

Once you have completed the three steps of evaluating how you’re targeting lead segments, studying the lead quality report, and identifying the sources of your lowest-quality leads, you should have a good sense of what’s broken. Now is the time to reach out to your Customer Outcomes Manager (COM) to share what you’ve learned and create a strategy for improving your results.

Your Customer Outcomes Manager has worked with many customers in different industries. They are happy to share best practices and help wordsmith to improve the targeting of your outreach. As you create your plan, note that different metrics can indicate different strategies.

Example indicators include bounced emails, invalid emails, unsubscribes, spam complaints, and do not email requests. Let’s look at each of these now.

“Email Bounced” (as a status that we apply to a lead) can indicate any of the following:

  1. A temporary issue such as the user’s mailbox is full. Note that when Conversica encounters a temporary issue, we retry delivery up to three times before considering the email a hard bounce.
  2. A permanent issue such as the mailbox not existing. For example, sometimes people will enter email addresses like “[email protected]” to get past a web form to access your content.
  3. The lead’s mail server has classified your domain as a spammer and refuses to accept your messages.

A high rate of bounced email addresses typically indicates very old or very busy leads and we recommend that you either call them or simply disqualify these leads. If these leads were acquired recently for cost, you could download a report of them from your Conversica dashboard and seek compensation from the source.

“Invalid Email” (as a status that we apply to a lead) means that our third-party validation platform has identified your lead as too risky to email. If you have a high percentage of invalid emails, we can explore options for adjusting risk settings to make sure that we’re maximizing Sales opportunities while protecting your domain’s deliverability. The cost of validation is one we bear in order to ensure that we can continue driving amazing outcomes for our customers.

“Unsubsubscribed” (as a status that we apply to a lead) indicates:

  1. Emails are being sent to leads who haven’t asked or don’t remember asking to be contacted by you.
  2. Leads haven’t opted-in to receive emails from you recently.
  3. Our email content is inaccurate or feels irrelevant.
  4. Leads are receiving too much outreach from your brand.
  5. For leads with addresses provided by Gmail, this can also indicate that your lead has marked our email as spam. Gmail automatically unsubscribes users who report spam, and they send the complaint to us as an unsubscribe request.

A high rate of Unsubscribes typically indicates that the leads we’re working are either too old or are receiving too much contact from your brand. We recommend that you evaluate all outreach efforts to these leads and consider pausing your nurture, drip, and phone outreach while Conversica is active with these leads.

You could also consider setting a younger maximum age from opt-in. If leads don’t remember opting-in to receiving your emails, or don’t remember expressing interest in your brand because their need was met ages ago, they’re more likely to unsubscribe from our emails. It is always best to start with your youngest leads and work your way back to your oldest leads while keeping an eye on your Unsubscribes. At some point, there will be an obvious point of diminishing returns which indicates to all the oldest you can go without launching robust nurturing to re-educate your leads before sending them through Conversica again.

Finally, you should compare the content of our emails with the data you have for these leads to make sure that the emails we’re sending to them reflect what you know about them. With older leads, it can help to add reminders of who you are and your value proposition or competitive advantage. These leads need you to remind them of their pain points and how you’ll alleviate them.

“Marked as Spam” means that your leads are communicating to their email providers that our emails are spam. They’ve likely clicked on a link or button in their email Inbox complaining that our email is Spam. To be clear, this is not a button we provide, but a button provided by their email provider or browser.

Sometimes this means that the data we’re receiving from your CRM or MAS isn’t accurate. If this is the case, we’ll likely receive responses from leads saying things like “My name is not Janet; it’s Bob” or “I have never downloaded anything from your site ever — you have the wrong guy!” In cases like this, we can ignore lead names in your data and our AI is able to use generic greetings. This solution isn’t likely to perform as well as highly-personalized emails, but is certainly better than risking too many spam complaints. We see this happen in situations where, for example, your reps are making typographical errors or your leads are entering false names to access your content. We’ll partner with you to get to the root of the problem and work to resolve your data quality.

“Do Not Email” means your leads are taking the time to send personal notes to your Intelligent Virtual Assistant requesting removal from your list. This indicates that they believe your Intelligent Virtual Assistant is a human and respect your brand (this two-way dialogue helps to protect your domain), but simply do not want to receive further marketing.

You should treat these as you do unsubscribes, opt-outs, or do not email requests and remove these leads from all of your other marketing and sales efforts. On our side, Conversica will add this email address to our internal suppression list for your account and cease emailing this lead at this address again on your behalf.

We’re in This Together!

When you hire one of our Intelligent Virtual Assistants, we become partners and we will do everything we can to flag for you opportunities to improve your success.

We all prefer if these opportunities come in the form of hot leads who want to speak with Sales. But we are also here to help:

  • Point out opportunities to clean your data: Were you recently hired and inherited a dirty or suspect CRM? Do you need evidence to demonstrate that a serious cleansing is required?
  • Improve your workflows: Are there multiple points of leakage in your funnel? Are you wondering why leads from Content Syndication or a specific vendor just don’t seem to perform well?
  • Protect your domain: Ever wonder why your customers report that your emails are going to their Spam folders or are placed in a less-prominent folder in their email browser?

Each of these pieces is critical to our joint success and your success overall.

As we reach out to engage your leads and contacts, we do so at a pace that far outstrips what your humans ever could (i.e. two BDRs can handle—at best—3,000 contacts per year; a single Conversica Intelligent Virtual Assistant could easily and adequately handle that volume in less than a week). Thus, if we’re reaching out to unhealthy leads, your domain will feel the impact of this much faster and earlier than if your humans alone were reaching out.

As a good partner, we alert you when we see signs that you need to take action to avoid the negative consequences of emailing low-quality leads. At a minimum, we need to offset the bad with the good, so we recommend that you never have more than 25 percent of your weekly lead volume constituted of cold or low-quality leads. It is possible, though risky, to continue working lower quality leads as long as the majority of the leads you work are high quality.

Inherent in partnering with you is a commitment to sharing the risk and remediation process together. As we work to improve lead health, we’ll improve your overall inbox placement, your data, and your ROI with Conversica. We want to improve your ROI with Conversica and we want to improve your ROI with all of your other marketing efforts as well.

Now, let’s make some money together!

 

Blog: Goodbye Open Rates, Hello Link Tracking

Goodbye Open Rates, Hello Link Tracking
Marketers can’t afford to be static. They need to adjust their processes and strategies to what’s happening in the marketplace. This means adjusting the consumer demands, cultural changes, economic conditions—but it can also include changes to the technological landscape.

Privacy and security are hot topics for consumers, and some of the biggest names in tech are adjusting to public needs and expectations. When companies like Apple and Google change their policies on pixel tracking, Marketers need to take notice and make appropriate changes to their tactics.

Let’s explore what’s happening with email pixel tracking for open rates, what that means for Marketers, and how Conversica helps companies get the most out of their email marketing and lead outreach.

Open Rates Are Dying: What’s Happening Now?

Google and Apple provide users with the ability to block email senders from using invisible pixels to track email open rates. This is part of a larger effort to put consumers in control of their data. Keep in mind that this doesn’t change the effectiveness of the email. It just impacts the ability of the sender to track, report, and act on opens once tracked via pixels.

Yes, some Marketers dislike this change. They fear losing open tracking for A/B testing and send-time optimization. But the fact of the matter is that click rates, response rates, and conversion rates are all far better indicators of success than open rates ever were. Marketers ought to see this as a blessing in disguise. The end of pixel tracking puts an emphasis on direct engagement with content to determine success and trigger the next step in the campaign.

Engagement Rates, Not Open Rates, Are the Way of the Future

While savvy Marketers can pivot to meet the moment, there are some potential drawbacks to recognize. Without open-rate data to gauge performance, it’s even more important to reduce risky behaviors that can land you in the spam folder.

Best practices include:

  • Writing personalized greetings
  • Using an individual sender in the “From” line
  • Including a signature and contact information
  • Avoiding excessive punctuations or red-flag words in subjects lines and copy

No matter what kinds of changes Apple, Google, and others choose to roll out, good email copy and clear calls to action will never go out of style. Relevant, engaging, and useful content is what people want to find when they open an email.

A Bit About Link Tracking

Link tracking is exactly what it sounds like—the ability to track link engagement. Link tracking opens the door to new ways of analyzing your lead activity and campaign performance. This gives you insight into what engagements drive the most value, so you can make informed decisions about where to focus your marketing spend.

Here are the benefits of link tracking:

  • Link tracking provides direct insight into a prospect’s interest and can inform the next best action to convert a lead quickly.
  • Engagement rate is a better indicator of success and interest than open rates ever were.

Admittedly, link tracking is nothing new, and a lot of businesses use it already. If this applies to you, that’s great! You’re ahead of the game. But if you haven’t embraced link tracking yet, now is the time.

Link Tracking for Conversica Users

Link tracking is just one of the capabilities Conversica introduced to ensure Marketers get the data they need to succeed. This includes measuring the effectiveness of campaigns; as well as comparing how often scheduling links are clicked by leads vs. how many appointments actually get scheduled by the leads that are clicking on the link.

With link tracking from Conversica, you can measure the effectiveness of your Conversica AI Assistants’ engagements by recording when leads click on a link in specific conversations. With this information, you can better understand which links generate the most activity and compare the results against your website traffic or appointment scheduling data to see how Conversica performs against your other marketing channels.

Here’s how it works:

  1. When you use a link variable in a conversation, Conversica replaces that link with a codified version.
  2. When a lead is sent or clicks a link, Conversica registers the link traffic.
  3. The lead’s experience is not affected and they are directed to the original link destination in real-time.
  4. The link sent and link clicked data are available in Conversica dashboard reporting and the lead manager.

Yes, open rates via pixel tracking are shrinking in relevance. But that’s no problem for savvy Marketers.

Want a deep dive into more tips for Conversational Marketing? Watch our webinar: How Conversational AI for Marketing and Sales Enhances the Digital Buyer Experience and Closes Gaps in Your Sales Process.