In times of digital information gathering, what belongs together is growing together: brand and people. New technologies create direct ways to dialogue with customers. Conversational Marketing in B2B plays an important role in this and is therefore one of our strategic trends for 2021 for Conversational Marketing in B2B online marketing. This article explains which technologies are available and how you can use conversational marketing for your brand.
- Chatbots and live chats are conquering B2B online marketing
- Direct communication has a lot of potential – e.g. in after sales
- Conversation Ads are suitable for complementing B2B online campaigns
- Conversational marketing meets the new demands for direct customer communication
B2B business is people business
More direct communication is one of the overseas data most important factors in the relationship between companies and customers: listening and offering help to the person you are talking to. Providing answers and support in the purchasing process. Experts currently assume that more than two thirds of the B2B purchasing process is already completed before prospective customers contact sales.
Today, people first look for information on strengthen your brand when marketers use corporate email to send messages properly the website, read forums, look at FAQs and customer reviews. A study shows that 98% of B2B decision-makers already research online (source: Roland Berger/Google). Contact with sales is therefore shifting much further back in the purchasing process. Sales often no longer initiates the first contact.
Conversational Marketing in B2B benefits from this development. The goal: to have a dialogue with customers and prospective customers when they want it. No matter when and where. Without long waits on a hotline. And without an email ping-pong that drags on for several days. The marketing world has been experiencing a paradigm shift away from push marketing and towards pull marketing for many years. Conversational marketing clearly uses the mechanisms of pull marketing here.
Chat bots: Previously B2C, now also in B2B
Almost 46% of marketers worldwide already use chatbots on their websites (source: HubSpot). Online advice is more important than ever in changsha mobile phone number list today’s digital purchasing process. The pure content about products and services on websites is often no longer enough. Visitors increasingly want functions that help them to better select, compare, evaluate and choose products and services.
This requires innovative approaches such as chatbots that guide and advise users. In recent years, this has been a topic primarily for B2C customer services. It was almost impossible to avoid these bots, especially for large corporations such as DHL or Telekom. But this technology is also particularly well suited to the complex product ranges of B2B companies. Sales benefits from efficient and fast communication without having to spend hours on the phone.