We take a look at how to shorten your sales cycle with Conversational Marketing using Salesforce plus Qualified.
Conversational marketing is a one-to-one approach to marketing used by companies to shorten their sales cycle, learn about their customers, and create a more human buying experience. By connecting you to leads or customers in real-time and allowing you to provide precisely the information they are looking for at that moment, your business can provide the best possible experience of your product or service.
While chatbots and live-chats are currently the top conversational marketing tools in the B2B industry, if you are actively engaging with prospects and customers on social media, like Twitter or Linkedin, this is also classed as conversational marketing.
Think this type of marketing sounds work intensive? The good news is that even with a small team, there are tools available that make conversational marketing a realistic and scalable strategy for any organization.
When it comes to running your conversational marketing program on Salesforce, one app that we particularly like is Qualified. Working alongside Salesforce Pardot, the app connects your sales team with customers or prospects the moment they land on your website, providing the opportunity to talk there and then via their preferred channel (chat, phone, screen-share). No more scheduling meetings - visitors can get the answers they need while they are in the zone, directly from your team. As a result, you get to convert more of your first-time visitors into pipeline and revenue. We love it!
There will still be prospects who would prefer to fill out a lead capture form, of course, so it makes sense to keep these conversion points in place on your site. Conversational marketing still plays a role here by working alongside your existing forms and capturing additional information that does not necessarily correspond to generic form fields.
Don’t just take our word for it: If you want proof that top customer experience experts are backing Conversational Marketing, then look no further than the fact that longtime Salesforce legend and former CCO Dan Darcy has just joined the team. Put that together with a quadruple growth forecast in 2021, and that’s a pretty robust set of indications that this is a marketing approach that will deliver!
To sum up, Conversational Marketing is a highly effective tool for engaging with your leads and customers. By adopting Qualified, you are on your way to shortening your sales cycle, closing leads faster, and filling your pipeline with new business. The same applies to retention and upselling to existing clients.