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[教材与书籍] 【2019版】Conversational Marketing: How the World's Fastest Growing Companies.. [推广有奖]

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slowry 发表于 2019-2-10 19:47:33 |显示全部楼层
本帖最后由 slowry 于 2019-2-10 19:49 编辑

Conversational Marketing: How the World's Fastest Growing Companies Use Chatbots to Generate Leads 24/7/365 (and How You Can Too)
by David Cancel  (Author), Dave Gerhardt  (Author)

About the Author
DAVID CANCEL is the co-founder and CEO of Drift, the world's leading conversational marketing and sales platform, named to the Forbes Cloud 100, LinkedIn's Top 50 Startups, and Entrepreneur's Top Company Cultures. Cancel is also a serial entrepreneur, podcast host (Seeking Wisdom), angel investor, and advisor.
Cancel has been featured by media outlets including The New York Times, Forbes, Fortune, Wired, and Fast Company, and has guest lectured on entrepreneurship at Harvard, Harvard Business School, MIT, MIT's Sloan School of Management, and Bentley. In 2017, Harvard Business School named Cancel an Entrepreneur in Residence at the School's Arthur Rock Center for Entrepreneurship.
Cancel's blog davidcancel.com has been read by more than a million entrepreneurs, while his Twitter account @dcancel has more than 60 thousand followers and is considered a "must-follow" for entrepreneurs and executives.
DAVE GERHARDT is VP of Marketing at Drift and a passionate advocate of building brands around compelling stories that connect with customers. Since joining Drift in 2015 as employee #6, Dave has helped to create the category of conversational marketing and get 150,000+ businesses onboard with Drift, and Drift has been profiled in more than 100 publications, including The New York Times, Forbes, Fortune, TechCrunch and the Harvard Business Review.
Before joining Drift, Dave worked at some of the fastest-growing SaaS and B2B marketing companies in the Greater Boston Area, including HubSpot and Constant Contact.

About this book
Real-time conversations turn leads into customers
Conversational Marketing is the definitive guide to generating better leads and closing more sales. Traditional sales and marketing methods have failed to keep pace with the way modern, internet-savvy consumers purchase goods and services. Modern messaging apps, which allow for real-time conversations and instant feedback, have transformed the way we interact in our personal and professional lives, yet most businesses still rely on 20th century technology to communicate with 21st century customers. Online forms, email inquiries, and follow-up sales calls don’t provide the immediacy that modern consumers expect. Conversational marketing and sales are part of a new methodology centered around real-time, one-on-one conversations with customers via chatbots and messaging.  By allowing your business to communicate with customers in real time—when it’s most convenient for them—conversational marketing improves the customer experience, generates more leads, and helps you convert more leads into customers.
Conversational Marketing pioneers David Cancel and Dave Gerhardt explain how to:
  • Merge inbound and outbound tactics into a more productive dialog with customers
  • Integrate conversational marketing techniques into your existing sales and marketing workflow
Face-to-face meetings, phone calls, and email exchanges remain important to customer relations, but adding a layer of immediate, individual conversation drives the customer experience—and sales—sky-high.

Contents
Introduction: The Shift from Supply to Demand  
    Today, Customers Have All the Power
    Winners and Losers: Why Companies Need to Adapt
    Amazon vs. Borders
    Netflix vs. Blockbuster
    Uber and Lyft vs. Yellow Cabs
    Why I Wrote This Book (and Why Now)
PART I The Rise of Conversational Marketing and Sales  
Chapter 1 Your Website Is Leaking Revenue (Here’s How to Fix It)  
    58% of B2B Websites Are “Empty Stores” . . . Is Yours One of Them?
    90% of B2B Companies Don’t Respond to Leads Fast Enough . . . Do You?
    81% of Tech Buyers Don’t Fill Out Forms . . . Are You Still Using Them?
    Using Real-Time Conversations to Achieve Hypergrowth
    The Conversational Marketing and Sales Methodology
Chapter 2 The Rise of MessagingA Real-Time Lead Generation Channel  
    The Three Waves of Messaging (and How the Third Wave Changed Everything)
    Why 90% of Global Consumers Want to Use Messaging to Talk to Businesses
    Using Messaging to Capture and Qualify Leads in a Single Step
    But . . . How Does It Scale?
Chapter 3 The Rise of Chatbots Personal Concierges for Your Website Visitors  
    Chatbots: They’ve Got Our Backs
    A Brief History of Chatbots
    Chatbots and Humans: Finding the Perfect Balance
    How Chatbots Enable a Better Buying Experience
    How a Single Marketer Can Book Meetings for Dozens of Sales Reps Using Chatbots
Chapter 4 Replacing Lead Capture Forms with Conversations  
    The Problems with Lead Capture Forms
    How the #NoForms Movement Got Its Start
    Rethinking Our Content and Lead Generation Strategies
    Replacing Marketing-Qualified Leads (MQLs) with Conversation-Qualified Leads (CQLs)
Chapter 5 Ending the Family Feud Between Marketing and Sales  
    A Flawed System: The Ongoing Battle Over Leads
    Streamlining the Marketing/Sales Handoff with Artificial Intelligence
    The End of Business Development Reps (BDRS)?
    Sharing the Most Important Metric: Revenue
Part II Getting Started with Conversational Marketing
Chapter 6 Step One: Add Real-Time Messaging to Your Website and Start Capturing More Leads  
    Replace Your Forms or Add a “Second Net” (Don’t Worry, It Takes Five Minutes)
    Put Up a Welcome Message
    Set Expectations with Online/Offline Hours
    Show Your Face
    Create Separate Inboxes for Sales, Support, Success, Etc.
    Know Your Stuff (and Use Tools That Can Help)
    Capture Leads (Without Using Lead Forms)
Chapter 7 Step Two: Give Your Email Marketing Strategy a Real-Time Makeover  
    Email Isn’t Dead (You’re Just Doing It Wrong)
    The Problems with Traditional Email Marketing
    A Few Simple Tweaks for Bringing Your Email Marketing Strategy into the Real-Time World
    Why Replies Are the Most Important Email Metric
Chapter 8 Step Three: Master the Art (and Science) of Qualifying Leads Through Conversation  
    So, Uh, What Do I Say?
    The Best Questions to Ask Your Website Visitors
    Use Data to Have Better Conversations
    Score the Leads You Talk to (and Send the Best Ones to Sales)
Chapter 9 Step Four: Filter Out the Noise and Target Your Best Leads  
    Where to Start: Targeting the High-Intent Pages on Your Site
    Targeting Visitors Based on Their On-Site Behavior
    Targeting Visitors Based On the Sites They’re Coming From
    Targeting Visitors Based On the Companies They Work For
    Other Targeting Options for Increasing Conversion Rates
Chapter 10 Step Five: Build a Lead Qualification Chatbot (Without Writing a Single Line of Code)  
    Coming Up with Questions and Responses for Your Bot
    Deciding On a Call-to-Action (CTA)
    Five Tips for Making Your Chatbot Conversations More Engaging
Part III Converting Conversational Marketing Leads into Sales  
Chapter 11 How to Put Your Sales Funnel on Autopilot  
    Set Up Routing Rules So Leads Always Are Connected to the Right Sales Reps
    Use Chatbots to Schedule Sales Meetings 24/7
    Have Your Website’s “Contact Sales” CTA Trigger a Real-Time Conversation
    Have Sales Reps Create Digital Business Cards
    Get Real-Time Notifications When Leads Are Online
    Say Goodbye to Manual Data Entry
Chapter 12 How Sales Teams Can Create a Better Buying Experience with Real-Time Conversations  
    Ask for Permission Before You Start Asking Questions
    Let Your Sales Reps’ Personalities Shine Through
    Use Empathy Statements to Show You’re Listening
    Show the Value of Your Solution
    Use a Video Call to Personalize the Final Ask
Chapter 13 How to Send Sales Email Sequences That Buyers Will Actually Engage With  
    The Days of Spray and Pray Are Over
    Using Artificial Intelligence to Unsubscribe People Who Aren’t Interested
    Customizing Your Sales Emails with Calendar Links
    Creating Personalized Welcome Messages for People Who Open Your Emails
Chapter 14 Conversational Account-Based Marketing (ABM) and Selling (ABS)  
    What Is ABM? (and Why Should You Care?)
    How a Real-Time Approach Can Solve ABM’s Biggest Problem
    Rolling Out the Red Carpet for Your ABM Prospects
    Mining for New ABM Prospects on Your Website
Part IV After The Sale  
Chapter 15 Continuing the Conversation The Importance of Talking to Your Customers  
    Creating an Incredible Brand Experience
    Staying Close to Your Customers (Through Continuous Feedback)
    What to Do with Customer Feedback Once You Collect It
Chapter 16 A Conversational Approach to Customer Success  
    Overhauling the Traditional Approach to Onboarding
    Opening a Fast Lane to Your Customer Success Managers
    Using Real-Time Conversations in the Battle Against Churn
    Conversational Upselling 101
Chapter 17 Measuring Conversational Marketing and Sales Performance  
    Sales Meetings Booked
    Opportunities Added
    Pipeline Influenced
    Closed/Won
    Conversation Metrics
    Team Performance Metrics
    Final Thought
About the Authors
Index

Length: 288 pages
Publisher: Wiley; 1 edition (January 30, 2019)
Language: English
ISBN-10: 1119541832
ISBN-13: 978-1119541837

Wiley__Conversational Marketing.epub (3.48 MB, 售价: 5 个论坛币)


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jgtech 发表于 2019-2-11 06:38:51 |显示全部楼层
Thanks for your kind sharing and happy new lunar year!
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军旗飞扬 发表于 2019-2-11 10:14:18 |显示全部楼层
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zhou_yl 发表于 2019-2-11 17:18:11 来自手机 |显示全部楼层
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zhou_yl 发表于 2019-2-11 17:18:15 来自手机 |显示全部楼层
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slowry 发表于 2019-2-11 18:53:24 |显示全部楼层
jgtech 发表于 2019-2-11 06:38
Thanks for your kind sharing and happy new lunar year!
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slowry 发表于 2019-2-11 18:54:00 |显示全部楼层
ascta 发表于 2019-2-11 11:46
新年快乐 开工大吉
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