Chatbots are good but how can we make them great? See how integrating IP address intelligence can enhance your conversational account-based marketing.
Website Leads, Marketing, Account-Based Marketing
In a perfect world, a company has a problem, they come to you, and you sell them the solution. On paper, it’s so simple. So why does this happen so rarely?
There are countless reasons but many of them boil down to the fact that there seems to be a big disconnect when it comes to what potential customers need and what sales and marketing teams give them.
Not to get too whimsical here, but companies are like snowflakes. Many may serve similar markets, sell similar products, have similar revenue, etc., but good luck finding two that are exactly identical. They each have unique circumstances, goals, and problems and thus all need and deserve individualized attention. Now I don’t mean creating new products for every customer, I mean giving every potential customer a unique journey in the buying process to give them the sense that they are your team’s only focus.
The goal of conversational marketing is to create unique interactions and experiences for every potential customer in real time.
Conversational marketing puts this concept to work. The goal is to provide the most relevant information and move prospects more quickly through the sales funnel. The term conversational marketing is just that, it’s a conversation with your potential buyer where they tell you why they’re there and what they need, and in turn, you listen and provide that information.
Why Website Chat Is the Answer
When it comes to evaluating potential products or services, especially in the B2B space, the most common source of information people turn to is your website. In fact, on average, a potential buyer visits a website 4 to 6 times before ever reaching out to a sales rep. However, it’s estimated that less than 3 percent of your website visitors will convert.
Why so low? As we talked about in our article on form abandonment, when a visitor takes this step, the assumption is that they will be inundated by sales and marketing messages even if they aren’t quite ready to buy.
So, what’s the solution?
Enter: Website Chat
Instead of going through the process of filling out a form and waiting for a response, you bring the conversation to them in a low pressure environment allowing them to get the information they need.
- Chatbots: Great for engaging visitors in a low pressure setting. They help answer simple questions, qualify leads, and direct people to the next step.
- Human Chat: Still vital for complex issues, nuanced requests, or higher level conversations.
- Human Robot Combo: The best of both worlds. Use bots for initial screening and humans for advanced support or sales conversion.
Why IP Address Intelligence Is the Game Changer
Creating personalized interactions is crucial. But how do you personalize without asking 20 questions up front?
That’s where IP address intelligence comes in.
IP address intelligence translates a visitor’s IP address into account level data like:
- Company name
- Industry
- Employee count
- Revenue
- Location
This data can be integrated into your chat platform to make conversations relevant from the start.
How It Works
- A visitor arrives from an anonymous company
- IP intelligence identifies their company and provides firmographic data
- The chatbot uses that data to greet them with a personalized message
- Through smart routing and qualifying questions, the chatbot directs them appropriately
- If sales involvement is warranted, the chatbot wraps up the chat and hands it off
Example Chat
Chatbot: Hi there, how can we help you today?
Visitor: I’m looking for marketing automation.
Chatbot: Well you came to the right place. I see you’re in the construction industry. We’ve worked with many similar companies.
Chatbot: How soon would you be looking to implement a solution like this?
Visitor: ASAP
Chatbot: Perfect. Would you like me to put you in touch with one of our consultants?
Visitor: Sure.
Chatbot: Great. They’ll be in touch shortly. In the meantime, here are a couple of case studies from similar companies.
The Outcome
This is the power of conversational marketing combined with IP address intelligence.
You shorten the time to engage
You create personalized experiences
You qualify leads more accurately
You save your sales team time and effort
IP address intelligence empowers your chat strategy to perform smarter, faster, and more effectively.
