Bridging communication gaps and giving control to the buyers
Marketing automation is quick, cost effective, and efficient, largely because it can pull and centralize both implicit and explicit data.
However, there tends to often be an over-reliance on three elements for automated marketing initiatives:
What’s more, marketing automation implementations fail because they’re over-engineered.
This results in an almost machine-like procedure, making clients and prospects go through stages such as “wait steps” and “disqualifications”.
This over-automation removes the human nature of marketing, which can be detrimental to one’s user experience.
It’s important to keep in mind that buyers are, first and foremost, humans who largely rely on conversational exchanges to make purchase decisions.
Enhancing the human and conversational aspects within a buyer’s journey is what helps strengthen business relationships and makes a buying process feel frictionless.
One of Telenet’s goals was therefore to better engage with website visitors, a key part of their B2B audience.
The idea was to give more sense of control to buyers; to let them communicate to Telenet on their terms, as well as to find all the information they’re looking for as quickly as possible.
More specifically, Telenet required a solution that met the needs of entrepreneurs who are constantly pressed for time and want to quickly find product information.
It was found that these entrepreneurs only reach out after working hours, meaning that a solution was needed to allow them to get in contact with Telenet even when offices are closed and reps have left the building.
Telenet saw early on the importance of being available both during the day and night, immediately providing relevant information to their visitors at the times most convenient for them.
However, capturing leads outside of working hours was a major challenge.
This is why Telenet found significant value in chat solutions and “conversational marketing”.
LeadFabric helped implement these in a way that intercepted leads in real-time and instantly serviced them with the right information, all without requiring human agents to intervene.
This “new channel” helps buyers reach out whenever they want to. It helps increase the database growth and also maintain its health.
Telenet is now better positioned to convert opportunities in its SOHO market. In particular, the Telenet chatbot achieves two main objectives:
The chatbot bridges communication gaps that would have otherwise made reps feel out of reach and unavailable to Telenet’s audience of entrepreneurs seeking solutions after hours.
After going live with the chatbot in just a month, overnight and week-end conversions spiked by 25%. On average, a 5% increase in visitor engagement rates and a 25% increase in email captures were observed.
And it doesn’t stop there. After the chatbot was installed, 30% of leads were converted into opportunities and 35% of those closed opportunities were won.
Finally, the chat-to-close rate increased by a significant 42%.
