Conversational marketing chatbot: how to use it and some case studies
The era of chatbots has arrived, and they are here to stay. 🤖
And we’re not just talking about online chats or those AI robots that offer automatic responses to elaborate questions.
In fact, chatbots can – and should – also be used in sales, customer service, and especially marketing.
Today, we’re focusing specifically on conversational marketing chatbots, which not only engage users actively and personally but also directly contribute to lead generation and qualification.
Let’s explore more about these chatbots that offer personalized communication and provide substantial ROI with minimal effort, as reported by 57% of the interviewed companies in “Chatbots are here to stay – So what are you waiting for?”.
To begin, let me ask you a question: Do you know what is a conversational marketing chatbot? ?
If you still have doubts, then check out the answer below! 👇
What is a Conversational Marketing Chatbot?
As we briefly mentioned above, a conversational marketing chatbot doesn’t focus on customer service and resolving queries.
Instead, this type of tool works alongside the sales funnel, generating qualified leads, understanding consumer habits and interests, as well as gathering relevant information for the sales department naturally and spontaneously during an automated conversation.
In other words, we can say that the conversational marketing chatbot is responsible for guiding the consumer through the purchasing journey, analyzing each individual’s maturity regarding conversion and offering the right type of persuasive content for them.
Great, now you know what a conversational marketing chatbot is!
But understanding a concept is one thing, comprehending if it applies to your daily operations is another. That’s why let’s analyze if your company needs this type of chatbot:
How do I Know if I Need a Conversational Marketing Chatbot?
Here are some situations you might be experiencing that could be improved with a marketing chatbot.
Check it out:
- Your lead generation is low, even with high website traffic;
- You generate leads, but most of them are unqualified;
- The sales and marketing process isn’t well integrated;
- Your marketing and sales team is overwhelmed;
- You miss many opportunities to schedule meetings with qualified leads;
- Lead segmentation and distribution are flawed;
- Your qualification strategy isn’t yielding results because no one responds;
- You want to learn more about your audience by collecting more important data.
So, how many situations did you check? ✅
Well, all these needs can be addressed through a digital marketing chatbot. Shall we explore more about what this tool can do?
What Results Can I Expect Using a Conversational Marketing Chatbot?
If one of the main responsibilities of a digital marketing chatbot is to guide the user through the sales funnel, we can assign it the primary function of converting website visitors into leads.
Is your conversion rate good? Let’s look at the data provided by the 2023 Lead Generation Outlook:
If your conversion rate is below average or even stuck in the middle percentages, it’s time to rely on a marketing chatbot, after all, it engages, generates, and qualifies leads.
But it doesn’t stop there; the tool also:
- Sends qualified leads directly to sales, bridging the gap between marketing and sales and making the process more effective;
- Automatically schedules meetings with qualified leads, increasing the chances of a successful sale;
- Segments and distributes leads intelligently through personalized filters, making the sales team’s job easier and boosting productivity;
- Collects user data instantly, interactively, and personally, receiving more responses and consequently generating more leads;
- Also gathers crucial information about your audience, such as lead location, further personalizing the user experience and strengthening relationships.
Conversational Marketing Chatbot Case Studies
Nothing proves the effectiveness of a marketing chatbot better than real practical examples, right?
Below, you’ll find four examples that illustrate the use of chatbots in digital marketing!
Chatbot with lead location for a real estate agency
Before implementing Leadster’s marketing and sales chatbot, Rafael Cássio Realty had a below-average conversion rate.
Rafael Cássio, Owner and Real Estate Advisor, knew he needed to funnel more opportunities into the sales pipeline so his brokers could generate new business regularly.
In the quest for improvement, Rafael stumbled upon the concept of conversational marketing and discovered Leadster, which offered a marketing chatbot.
“From then on, everything happened very quickly: on the same day, the chat was already installed on my website. And in that same week, I began to notice an increase in clients interested in real estate.”
The real estate agency utilized various chatbot features, from personalized calls, A/B testing, qualification, and distribution to location – the company’s favorite.
Before the chatbot, when a lead converted on the website form, Rafael received the contact via email and forwarded the message to a broker for follow-up. However, the broker still needed to register the lead in the system before finally making contact.
In the new conversational marketing chatbot process, the client who converts in the chat goes directly into the sales CRM through integration, already within the responsible seller’s pipeline.
According to Rafael, within 1 and a half minutes, his team contacts the client while they are still on the website, analyzing the property.
Additionally, the Real Estate’s favorite feature was Lead Location, as Rafael explains:
“In my understanding, when I see that my client contacts me from such a city, I already remember that I have clients from the same city, so the conversation gets better because I can create connectivity. I can bring a reference about that location, which helps me a lot.”
The results using Leadster were:
Chatbot with personalized calls per service for a logistics company
In this case, let’s delve into the story of Log10, a logistics company, and Lamp Agency, Leadster’s partner.
When Lamp began working with Log10, the company received a good volume of leads through campaigns. These leads were converted through a form or a WhatsApp button, available only during business hours.
However, even with leads converted through the form, the company still received them via email and needed to manually qualify each one.
When leads were converted via the WhatsApp button, they were directed to contact the sales team, which also had to gather information and qualify each one.
Not very functional, right? After all, the team wasted a lot of time, and the demands kept coming. Moreover, the response time was often slow, but in areas like medical logistics, there are often requests that require immediate attention, making time an important asset in the process.
Until Lamp discovered Leadster just as it took over the marketing area of Log10, and the agency created the account for the client and began to explore the possibilities within the tool.
“Basically, the focus of conversion is totally in Leadster because we can make a much more assertive flow, with much more direct information, something that reaches the commercial people much faster.” -Rodrigo Mesquita, Marketing Consultant at Lamp.
This case study mainly explored personalized calls, segmentation flows, and simplification of qualification questions for each of Log10’s pages since the company served various sectors such as air, road transport, customs, courier, etc.
Let’s look at Log10’s examples and how it uses different calls on each page:
- Medical Area Transport – “Need Medical Area Transport? Click here! 👍”.
- General Warehouse and Fiscal Branch – “Need a General Warehouse and Fiscal Branch? Click here! 👍”.
- Hospital Logistics for Instruments – “Need Hospital Logistics for Instruments? Click here! 👍”.
- Promotional Logistics – “Need help with Promotional Logistics? Click here! 👍”.
- Courier Services – “Need Courier Services? Click here! 👍”.
- Customs Transport – “Need Customs Transport? Click here! 👍”.
- Air Cargo Transport – “Need Air Cargo Transport? Click here! 👍”.
- Road Cargo Transport – “Need Road Cargo Transport? Click here! 👍”.
Finally, Mesquita commented that “[…] it becomes a much more assertive and much faster process in-house. Which, in the end, translates into more sales because the process is much faster. In addition, we were able to do much more with much less investment. So we can have this extra cushion to think more about some specific strategy.”
The results were:
Chatbot for scheduling sales meetings in a B2B software company
We know that scheduling meetings with leads can be a challenge. This was the scenario faced by Contraktor, a digital signature and contract and document management startup.
The company already used Leadster’s marketing chatbot but still struggled when it came to scheduling meetings with leads, investing a lot of time and effort without getting many results.
Until Contraktor discovered the new meeting scheduling feature and decided to test it.
“We did an analysis looking at the 30 days before and after we tested the feature. And the overall result with the tool running was really better,” says manager Rafael Salomão.
In addition to achieving new meetings and positively impacting the conversion rate, the manager pointed out the increased productivity of the team as essential for Contraktor, as well as the process optimization:
“Sometimes we took 3, 4 days to talk to a lead after they raised their hand, now it’s faster, on the same day, or at most the next day.”
The results were:
Chatbot to integrate with WhatsApp in an education company
Finally, we have the story of Pós PUC PR Digital, a higher education company.
The situation was as follows: launching a new course in the midst of a pandemic, economic crisis, and social distancing.
As a result, instead of attracting more customers, the company saw students leaving classrooms until they thought of launching an innovative and remote course.
However, even with the course launched, PUC PR faced another challenge: there were many visitors for few salespeople; they wouldn’t be able to handle it.
Until the college discovered Leadster and replaced its old WhatsApp button with the conversational marketing chatbot.
Right away, the main problem was solved through Leadster’s proactive and instant chatbot approach. From then on, only qualified leads were directed to WhatsApp, where they could already be added to a relationship chain.
Head of Marketing, Jhieizer Santos concluded that:
“Leadster fit perfectly into our strategy, bringing us the virtual assistant and WhatsApp activations, where we managed to double our conversion rate from users to leads.”
The results were:
How to Create a Free Chatbot with Leadster?
After all these good results, there’s no reason to waste more time without having a chatbot for digital marketing!
That’s why we’ve put together a quick and straightforward step-by-step guide for you to create and implement a free chatbot with Leadster!
Here’s how:
- Start your free trial by clicking “See Demo” and providing your website’s details.
- Configure your account according to your goals and segment. Additionally, you can customize your assistant as you like.
- Finalize your first flow by selecting the pages where your chat will be displayed, what questions to ask, and where the generated leads will go.
So, what are you waiting for?! 🤨
