How Chatbots Can Solve Major B2B Marketing Challenges

You already know that marketing strategies, especially B2B, are constantly evolving.

After all, as consumer behavior changes, your strategies will have to follow.

For instance: having sales representatives used to be a crucial requirement for B2B businesses. These days, buyers are becoming increasingly independent.

However, this does not mean that commercial support should not come into play.

In fact, there are already other ways of doing this work and other challenges to overcome.

That’s exactly what we’re going to talk about in this content.

Chatbots in the B2B market have great potential to not only change, but also revolutionize strategies as we know them today.

Would you like to understand more about the subject? 👇

Changes in B2B consumer behavior

Well, we already know that B2B consumer behavior is changing. But what is really going on? 🤔

Below, I brought you some data to show you how fast the game is changing and how it impacts marketing strategies.

54% of sales reps admit that contacting prospects today is more difficult than it was five years ago

According to research by Sales Insights Lab, salespeople have noticed that potential customers no longer respond to emails or answer their phones, making the main means of contact for many companies more difficult, but opening doors to other media.

Now, contact with sales representatives does not happen from the first contact, in fact, they prefer this to happen later, after having already carried out their own research.

Complementing this data, Forbes pointed out that B2B customers are starting to trust the internet more than sellers, that is, online research is becoming the main source of information about products and services. 

By 2025, 80% of the B2B purchasing process will occur without human contact

Gartner’s The Future of Sales report predicts that by 2025, 80% of B2B sales interactions between companies and customers will occur on digital channels , with 33% of consumers preferring a salesperson-free experience .

In other words, we can notice a maturity and independence on the part of customers who now no longer depend on exclusive information from sales agents.

70% of B2B buyers obtain information from companies through their websites

Adding to our argument that consumers are increasingly independent, according to Marketing Charts, 70% of B2B consumers get brand information from their own websites.

Therefore, it is essential to invest in good content and a well-organized website, prepared to answer visitor questions and provide a good conversion experience. 

One of the tools that can help with this is the chatbot, after all it will be the strong point for searching for information and personalizing the experience.

Another way to gain information that is growing among B2B buyers is to seek opinions from your colleagues and other customers before closing a deal.

Personalization will be the main strategy for 47% of B2B marketers 

Finally, Sagefrog has shown that personalization is a crucial point for B2B marketing. 

Through this strategy, you will have greater involvement from users and customers , as you will be communicating individually and directly.

Advantages of chatbot for B2B companies

Now that we know some crucial points in B2B consumer behavior – and how it has been transforming – let’s talk about how chatbots can help companies adapt to this new reality.

Chatbots have seen a huge boom in recent years.

The market had revenue of $40.9 million in 2018. 5 years later, in 2023, the value already reached $137.6 million (Demand Sage).

Discover eight advantages that chatbots provide to B2B companies.

Increases lead generation

According to research by Drift , 59% of companies report an increase in qualified lead generation after implementing chatbots.

Of these, 67% also point out that the tool helps to obtain more information about the customer , facilitating qualification.

This data is a result of the chatbot that is available at all times, so you don’t miss any contact, in addition to it pre-qualifying users through personalized questions and directing the consumer to the right stage and team.

Automates the qualification process

No more wasting time doing the entire qualification process manually.

With the chatbot you can automate everything from collecting contact data to filling in pre-qualification criteria and distributing leads .

The tool is programmed to ask page visitors specific questions with the aim of better understanding their needs and identifying whether they are qualified leads.

This allows the sales team to focus their time and efforts on leads with the greatest potential to convert into sales.

Generates and qualifies leads outside of office hours

The chatbot will be your employee available 24 hours a day, 7 days a week, without taking a break for anything.

In other words, you will be able to generate and qualify B2B leads even when the team is not working . 

This advantage is very useful, including for companies that operate in different time zones or that have customers in several countries.

Makes customization easier

Everyone talks about the need for a hyper-personalized experience for the user, but no one tells you how, right?

Well, the chatbot can also be a solution to this issue.

In addition to being able to customize the calls that will appear on each page and flow , the tool can also be programmed to use previously collected information and thus offer personalized solutions for each user’s needs. 

Automatically schedule meetings

Endless message exchanges and confusion to find a compatible meeting time?

This goes a long way when you have a chatbot.

When I talked about automating the process, I was serious, because with this tool, even the act of scheduling a meeting is optimized.

To take advantage of this advantage, simply integrate the chatbot with a calendar platform and offer users available dates for a chat with sales agents.

With this you:

• Speeds up your pre-sales process;
• Increases team productivity;
• Hold meetings with only the most qualified sales leads;
• Automatically distributes leads to your sales representatives;
• Reduces the sales cycle.

Collects all the information that the seller needs to have at hand before starting a service

You know those leads that arrive on your WhatsApp without even knowing who you are and what your company does? 

This does not happen when using a chatbot, because the tool will have already collected all the initial information to continue with a more personalized service .

Think that you can start the conversation already having information, such as:

• Company Name;
• Segment;
• Size;
• Number of employees;
• Among other information that is relevant to your process.

Improves paid media results

Yes, paid media is one of the main lead generation strategies for B2B companies, it is no surprise that Meta Ads, LinkedIn Ads and Google Ads lead, respectively, the conversion rate ranking .

In the 2023 State of Lead Generation (a study carried out with the Brazilian market), we saw that Meta Ads held a 4.23% conversion rate.

Worldwide, LinkedIn alone is responsible for 80% of B2B leads that come from social media.

But paid media works even better in conjunction with chatbots.

Imagine that a user who clicks on an ad from your brand can be directed to a page that contains a specific approach for them, taking into account the source channel, campaign and keyword.

This level of personalization increases conversion, bringing more leads with the same media investment.

Facilitates data visualization and generates insights for the team

To conclude, by collecting information about leads’ behavior, such as the website pages they visit and the questions they ask, chatbots end up generating insights to identify patterns and trends , helping the team to improve their sales and marketing strategies. 🙋

Let’s also not forget the automatically generated reports , which help identify website pages with the best conversion, the best media channels – among other valuable insights for B2B marketing.

3 Examples of Chatbot Success on B2B Websites

We’ve already gone through concepts and advantages, now, nothing better than knowing some real examples, right?

Therefore, I have separated here three cases of Leadster customers who had their strategies enhanced and much better results after implementing the chatbot.

Let’s go!

How Log10 increased conversion with 62.5% less investment

The first case is from Log10 , a logistics company, which with the help of Lamp Agency, a Leadster partner, increased its conversion, reduced its budget and put into practice the ‘art’ of personalization.

Right when Lamp started working with Log10, he noticed that the logistics company received a good volume of leads through paid media campaigns.

And all of these leads were converted through a form or WhatsApp button, available only during business hours.

However… the work was very heavy, because even with the leads converted on the form, the company still received them via email and had to manually qualify them one by one.

When converting via the WhatsApp button, in turn, the lead was sent to contact the commercial team who needed to collect the information and also qualify one by one. 

Double work for little result, after all the team wasted a lot of time in this qualification, while other demands arose.

Furthermore, service often took a while to arrive – which was terrible as some customers needed issues urgently.

It was then that Lamp met Leadster, right when it took over Log10’s marketing strategy and, thus, the agency created the account for the client and began exploring the possibilities within the tool.

“Basically the focus on conversion is really at Leadster, because we can create a much more assertive flow, with much more direct information, something that reaches the commercial staff much faster” , said Rodrigo Mesquita, Marketing Consultant at Lamp .

As I said above, this case explored a lot – a lot! – personalized calls , in addition to segmentation flows and simplification of qualification questions for each page .

And it couldn’t be any different, since the company serves several sectors, such as air transport, road transport, customs, motorcycle courier, etc.

See some examples from Log10 itself and how it uses different calls on each page:

• Transport to the Medical Area – “Needing Transport to the Medical Area? Click here! 👍” .
• General Warehouse and Tax Branch – “In need of a General Warehouse and Tax Branch? Click here! 👍” .
• Hospital Instrument Logistics – “In need of Hospital Instrument Logistics? Click here! 👍” .
• Promotional Logistics – “Need help with Promotional Logistics? Click here! 👍” .
• Motoboy Services – “In need of Motoboy services? Click here! 👍” .
• Customs Transport – “In need of Customs Transport? Click here! 👍” .
• Air Cargo Transport – “Needing Air Cargo Transport? Click here! 👍” .
• Road Cargo Transport – “In need of Road Cargo Transport? Click here! 👍” .

To close, the marketing consultant, Mesquita, finally told us that:

“[…] the process becomes much more assertive and much faster at home. Which, in the end, is reflected in more sales , because the process is actually much faster. Furthermore, we managed to do much more, with much less investment. And then we can have these fats to think more about a specific strategy” .

Let’s check out the results below?!👇

How the chatbot brought more qualified leads to Cosiaco

The next story is about a company in the metallurgical sector, Cosiaco .

The situation was not the best, as the company had been receiving many unqualified leads, suffered from a lack of customer service processes, had a very busy sales team and was still dealing with a high cost per lead generated. 

In short: it was a lot of investment for little result generated.

Until Nilson, CEO of Cosiaco, decided to bet on Leadster. Our tool might not have been well known at the time, but the ease of implementation caught his attention .

And just after the first week of implementing the chatbot, Cosiaco achieved a 150% growth in daily lead capture. 

After all, the leads they were following were only the most qualified, the service was automated, their team was freed up and the cost per lead was reduced.

Nilson says that there were “4 times more requests for qualified leads, earning an additional $55k” .

To make it even clearer, let’s look at the results:

How Contraktor closed more sales by automatically scheduling meetings

To close our trio of success stories, let’s look at the story of Contraktor – a digital signature and contract and document management startup – which faced the challenge of scheduling meetings with leads.

It was a lot of time and effort for few results . 

Until Contraktor discovered Leadster’s new meeting scheduling functionality and decided to test it.

“We carried out an analysis looking at the 30 days before and after testing the functionality. And the overall result with the tool running was actually better” , says manager Rafael Salomão.

In addition to winning new meetings and positively impacting the conversion rate, the manager noticed a huge increase in the team’s productivity, a crucial point for the company, as well as the optimization of the process:

“Sometimes it took us 3, 4 days to speak to a lead after he raised his hand, now it’s faster, on the same day or, at most, the next day” .

The results were great, take a look:

What is the best chatbot for B2B companies?

If you want a chatbot that:

• Automate your process;
• Generate and qualify leads – with lead scoring;
• Personalize the user experience with smart calling;
• Distribute leads intelligently;
• Send lead information to WhatsApp;
• Automatically schedule meetings;
• Carry out A/B tests;
• Have a performance dashboard updated in real time;
• Analyze website speed;
• Integrate with Facebook Ads and Google Ads;
• Make native integrations with the main CRMs and other tools.

There is only one chatbot capable of all this: Leadster! 💙

Our tool is a chatbot that uses the Conversational Marketing strategy and focuses on the areas of sales and marketing.

The focus is to provide better results in generating leads through personalized conversations with audiences with different interests. 

All customizations and question and answer flows are created directly on our platform, with just a few clicks.

You can create from scratch or take advantage of the ready-made, tried and tested templates we offer.

If you want to quickly know how to create this chatbot, check out the step-by-step guide below:

How to create a free B2B chatbot in less than 10 minutes?

In just 5 steps you will have your chatbot created and installed simply, quickly and free of charge, see:

1. Start your demo – go to getleadster.com and click “SIGN UP” or “GET STARTED” to start your free trial;
   
2. Configure your account – define your objective, enter your company’s segment, choose the characteristics of your virtual attendant, create a personalized call and view the demo on your website;
   
3. Finish your first flow – go to “Manage Flows”. Then define which website pages the chatbot will be displayed on, build your question flow, establish qualification criteria, direct leads to the right channels and integrate with your marketing platforms;
   
4. Activate Leadster on your website – simply activate your chat via plugin on already configured platforms (such as WordPress) or via code;
   
5. The rest is up to us !

That’s it for today! But tell me in the comments if you understand how to apply chatbots in your B2B marketing strategy or even if you are doing it right now. 😉

Since I can’t leave you without a “next step” to follow, I’m going to refer you to Leadster’s 14-day Free Trial!

It will help to resolve your doubts, concerns and objections – and perhaps win your heart so you can continue with our chatbot 🤗 –, in addition to taking the opportunity to feel the impact of the tool in practice. 

Start right now! 🚀