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
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.
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.
Returning to work after the holiday break is a bit of a mixed bag. Some folks hit the ground running, feeling refreshed after the recess. Others are a bit lethargic from all the festivities and rich food and need a little time to ramp up. But no matter where you and your coworkers fall in this spectrum, you all need to be motivated to start Q1 2022 on the right foot.
Below we will share a handful of tips and tricks to help you jump into Q1 ready to go.
Realign Marketing and Sales Teams Around ABM Execution
A recent survey focused on Account-Based Marketing (ABM) finds that Marketing and Sales teams are well aligned on strategy—and even recognize and appreciate the value created by their colleagues on the other team. While this is welcome news considering historical finger-pointing between teams, there is a new disconnect keeping Marketers and Salespeople from realizing their full potential—namely, how to best execute personalized outreach to target accounts.
The long-and-short of it is that Marketers expect Salespeople to leverage intent data to hyper-personalize messaging, but Salespeople simply don’t have the time to do so. Both teams recognize the value in doing so—in other words, they agree from a strategic perspective—but they disagree on how to actually accomplish this. And that disagreement stems from an inability to scale personalized outreach.
Marketing and Sales leaders can heal this divide by enabling Sales Development Reps with ABM training and guidance—and investing in intelligent automation tools, like Conversational AI, to augment and scale team capacities.
Put Customer Success at the Forefront of Revenue Generation
Whether the post-COVID economy will come roaring back to life in 2022 or whether it will take a meandering recovery is anybody’s guess. In either case, a wise strategy for Q1 of next year is to invest time and resources into growing existing customers.
The thinking is that it might take more effort to attract and acquire new customers than in years past. However, your existing customers already understand the value you offer. Rather than exclusively chasing down new opportunities, why not put extra effort into expanding and cross-selling the base you already have. Not only is it cheaper to retain customers than it is to find new ones, but it also helps you deepen relationships, build champions for your brand, and discover more revenue.
Prioritizing Customer Experience With Personalization at Scale
Keeping in line with the first two tips, 2022 is all about customer experiences. We are now fully ingrained in a digital-first world where customer journeys begin online. And it’s up to businesses to meet online customers with a personalized first touch, nurture these connections online, and in many cases even close the deal over virtual channels.
But the internet also instills a sense of immediate gratification. If your business cannot meet customers on their own time with personalized communications, you are likely to fall behind one of your competitors which is just a click away.
Fortunately, innovative technologies like Conversational AI can meet customer needs at any time and across any channel with a personalized, human-like experience. The businesses that lean most heavily on Conversational AI to augment their revenue teams (such as Marketing, Sales, and Customer Success) are most likely to stand out from the crowd in 2022 and beyond.
Interested in boosting team productivity, delivering better customer experiences, and driving more revenue opportunities? Explore our webinar: Prioritizing Experience to Accelerate Opportunities in the Customer Journey.
Marketing is a tough gig. Not only do you have to educate the market and generate leads, but you also need to investigate what worked in the past to reproduce it in the future. In this sense, a Marketer is part educator, part strategist, and part fortuneteller. How’s that for a job function?
The goal is revenue predictability. Of course, this is easier discussed than accomplished. Fortunately, there are innovations in artificial intelligence (AI) helping businesses do more to ensure revenue predictability—even without a crystal ball. Two such examples are Account-Based Marketing (ABM) and Conversational AI. While neither of these technologies are new per se, the marriage between the two provides a novel approach to Marketing and Sales.
Conversational ABM opens up new possibilities helping Marketers discover potential opportunities and follow up with those opportunities in a personalized and scalable manner.
What Is Account-Based Marketing (ABM)?
Account-based marketing (ABM) is a marketing strategy that targets accounts rather than individuals. Why is this important? Today’s B2B buying cycles are complicated. Rather than one person consuming your content, learning about your offerings, talking to Sales, and pulling out a credit card—buying decisions are made by multiple people within a target account or business.
For example, a Demand Generation leader might love your products at a high level. But she has a whole team of people who will interact with the solution daily—so, their opinions matter in the buying cycle too. And based on the structure of the company, the Demand Gen team might need buy-in from the CMO before making a purchase decision. In situations like this, convincing the Demand Gen leader alone that your offering is worth her investment might not be enough to seal the deal.
ABM is also helpful for detecting multiple signals coming from a single organization. While a single contact might never qualify, several contacts from within the same team might indicate the account is ready to buy—or at least ready to talk to Sales.
The best way to suss out opportunities from within these accounts is to engage each in a conversation to see if the account is really sales-ready. But therein lies a challenge—how can revenue teams keep up with so many accounts? When volume outpaces your team’s ability to work each account to the fullest, opportunities are lost. To help Marketers communicate at scale, many are exploring Conversational AI.
What Is Conversational AI for Marketing?
Conversational AI helps automate human-like, two-way interactions with prospects and customers.
Conversational Marketing is a specific AI use case designed to detect, engage, and qualify contacts. This is a boon for Marketers and Salespeople because it means that AI Assistants for Conversational Marketing can autonomously touch every contact and determine the next best step based on the AI’s interactions with each contact. This includes engaging contacts in two-way conversations, letting the contact self-identify as interested in learning more, and accelerating sales-ready accounts to the notice of a Salesperson.
What Happens When Conversational Marketing and ABM Come Together?
While ABM provides the data and insights to drive personalization, left solely to human-powered customer engagement, ABM is ineffective in consistently delivering personalization at scale. Conversely, Conversational AI is great at delivering consistency and personalization at scale but relies on data-driven insights to deliver personalization.
Imagine the possibility if you could take all the rich insights from an ABM platform and marry it with the capabilities of Conversational AI to deliver personalization at scale. That’s how Conversational ABM is born.
Conversational ABM: Revolutionizing Marketing for a Digital-First World
While each of these technologies is extremely powerful in its own right, when used in tandem, they offer the unparalleled ability to target the right customers with the right messaging at the right time, at scale. Conversational ABM has the potential to revolutionize how Marketing and Sales teams identify and prioritize target accounts, tailor persona-based messaging, drive engagement, and accelerate opportunities.
This approach is ideal for meeting the challenges of today and tomorrow, including changes in B2B buyers’ behavior—such as increased demand for self-service, the need for hyper-personalized customer experiences, and meeting customers on their time across multiple channels.
Conversational ABM offers a sustainable way to follow up with digitally sourced accounts to uncover revenue opportunities. It also helps companies strive for revenue predictability in an uncertain economy by making the most of every opportunity. Early adopters of Conversational ABM gain a competitive advantage by delivering iconic customer experiences, increasing engagement rates, and accelerating deal cycles.
Conversica, the leading provider of Conversational AI for revenue teams, has already launched a Conversational ABM skill for our AI Assistants to help our customers make the most of their Account-Based Marketing.
Want a deep dive into Account-Based Marketing, its benefits, and its limitations? Explore the 2021 State of ABM Report from Renegade, The New Sales and Marketing Divide: It’s Not What You Think.
Account-Based Marketing (ABM) does an awesome job of identifying target accounts, sharing intent data for personalized outreach, and aligning Marketing and Sales teams. But that doesn’t mean it’s the end-all solution to your Sales and Marketing needs. For all the good it offers, ABM doesn’t solve problems rooted in execution and scalable outreach.
Fortunately, there are ways to squeeze more value out of your ABM without occupying your already busy staff. The solution is in finding ways to scale personalized outreach, contact qualification, and opportunity acceleration. By combining the strategic advantages of ABM with the scalable execution of Conversational AI, you get Conversational ABM.
Conversational ABM for Conversica AI Assistants
Conversica is the leading provider of Conversational AI helping companies attract, acquire and grow revenue across the customer lifecycle. We are constantly improving our AI Assistants to match the challenges of an ever-changing market. As part of this effort, we’ve tackled Conversational ABM head-on by introducing a series of three personalized conversations—couched under one “skill”—for your Ideal Customer Profile (ICP) that drive to a phone call with a representative.
- ICP Outreach
- Target Customer Outreach
- Customer Solution Outreach
Conversica’s ICP Outreach allows you to reference a customer testimony in your AI Assistant’s outreach. Business professionals know the value of recommendations from a satisfied buyer in the form of a customer testimonial. For best results, share a customer testimony from the relevant industry, size, and similar KPIs to the person you are reaching out to.
Conversica’s Target Customer Outreach hooks the reader in with a relevant problem statement then recommends your product or service as a solution to that problem. This AI-driven conversation is impactful because it leverages ABM data to personalize the challenge statement and empathize with it. Thus, making the pitch all the more effective.
Conversica’s Customer Solution Outreach states a challenge pertaining to your contact, before sharing how others are solving their problem with your solution. This conversation inspires confidence in your solution by demonstrating it’s a path others have tread before.
Conversica’s three-part ABM Outreach Skill delivers highly personalized outreach to your target accounts. Isn’t it time you scaled effective outreach and execution to get more out of your ABM strategy?
Read what challenges and opportunities Account-Based Marketing offers in the 2021 State of ABM Report from Renegade, The New Sales and Marketing Divide: It’s Not What You Think.
Account-Based Marketing (ABM) is no longer the new kid in town. In fact, 74% of ABM users have been using the approach for three-plus years. Yes, ABM has gotten to be pretty popular—and for good reason. Account-Based Marketing helps organizations identify target accounts fitting their ICP and engage contacts with personalized outreach. No wonder ABM is popular with Marketers and Sellers.
A recent report from Renegade finds that Marketing and Sales teams are well aligned on ABM strategy. That’s the good news. The bad news is that there is a disconnect between the team when it comes to execution. Truth be told, getting from insights to execution is still tough.
Let’s take a look at some of the survey results as well as some practical tips for overcoming the issues in execution.
Highlights of Survey Results
The Renegade report finds that faith in Account Based-Marketing is high—with more than 80% of respondents saying they believe in ABM’s ability to convert more pipeline, help close more deals, and deliver intent data Sales can use. ABM users are confident in the technology’s potential in turning leads into customers and ensuring the customers are properly engaged.
But that’s not to say everything is peachy keen. Marketers are twice as likely as Salespeople (40% vs. 19%) to note a lack of cooperation between teams—which impedes the full effectiveness of ABM. On the other hand, Sales is more confident than Marketing that they are building awareness among targeted accounts (88% vs. 72%).
Honestly, many business professionals are unaware of how much personalization is actually happening. Less than half (41%) of Marketers believe their Salespeople personalize each touch; while only 23% of Salespeople think the same. This indicates an under-personalization problem, as well as issues due to siloed teams.
Even so, these misalignments are amendable. Overall, Marketing and Sales teams are in agreement that both sides of the house are working towards the same goal of revenue generation:
- 81% of Marketers and Sellers believe Sales is doing everything they can to close deals
- 76% of Salespeople believe that Marketing is doing all they can to enable Sales to close deals
- 77% of Salespeople believe Marketing drives qualified leads into the funnel, and 69% of marketers agree
So, what’s the issue? What’s preventing companies from using ABM to its maximum effectiveness? According to the report:
- 37% said insufficient experience
- 33% said insufficient staff
- 31% said an inability to personalize at scale
- 30% said lack of cooperation between Sales and Marketing
- 29% said lack of time to personalize touches
In short, respondents are confident in ABM’s value and each team’s contribution—but many of the problems arise from staffing, experience, and an inability to scale personalized outreach. As you can see, the problem with Account-Based Marketing isn’t the ABM platform itself or even the overall strategy. Instead, the challenge arises out of execution.
The Practical Solution to Better Execution? Conversational ABM
The problem around ABM execution isn’t a new sticking point. Instead, it’s something familiar to anyone working in Sales and Marketing. Namely, that effective, engaging outreach takes time. Time which overloaded Marketers and Salespeople simply do not have.
In order to deliver the most effective outreach, communications need to be personalized and persistent. In fact, 96% of those surveyed agree that personalized communications to prospects are more effective than non-personalized. Data provided by an ABM solution empowers employees to craft highly personalized messages and even share the most relevant resources with a specific contact.
But what ABM can’t do is scale the business professionals crafting these outgoing messages. Knowing that it can take up to 10-15 attempts to determine intent, it’s easy to understand the execution breakdown plaguing ABM. Most Sales Reps give up after 2 or 3 attempts. Pushing employees to up their outreach persistence isn’t enough either. With only so many hours in a day and excessive contact volume, SDRs will be forced to cherrypick some accounts over others.
This is where Conversational AI saves the day. Conversational AI solutions, like an AI Assistant, help alleviate overburdened revenue teams by automating personalized outreach. Rather than putting the onus on SDRs to persistently chase down contacts and prospects, AI Assistants act as virtual team members with near-unlimited capacity to persistently pursue contacts. At the moment intent is determined, the AI Assistant autonomously schedules a meeting between the prospect and your Sales team.
The alchemy between the proper combination of people, processes, and technologies is Conversational ABM. It’s all about aptly balancing the benefits of Account-Based Marketing, with the expertise of business professionals, and the scalability of an AI solution.
What does that look like in practice? Well, your Marketers and Sellers identify accounts (and contacts within those accounts) with your ABM solution. An SDR makes the first touch, hoping to engage the would-be customer on the other end. If the contact doesn’t respond, the SDR offloads outreach to an AI Assistant who persistently delivers personalized messages, motivating the contact to take action. If the contact shows interest and requests a Sales meeting, the AI Assistant passes the handraiser over to the Sales Rep.
Conversational ABM offers scalable execution, personalized engagement, and opportunity acceleration—all essential facets to getting the most value out of your ABM.
Interested in taking a deeper dive into ABM? Explore the full Renegade Report, The New Sales and Marketing Divide: It’s Not What You Think.
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:
- When you use a link variable in a conversation, Conversica replaces that link with a codified version.
- When a lead is sent or clicks a link, Conversica registers the link traffic.
- The lead’s experience is not affected and they are directed to the original link destination in real-time.
- 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.