发帖
雷达卡
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
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
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