For many companies, the implementation of a chatbot is about working smarter – chatbots can connect across channels, applications and devices to deliver an omnichannel experience.
But, the real value of chatbots lies in what you do with the data from conversations with customers or prospects. With bots we can analyze how consumers interact; conversation length, and nudges that lead to particular behaviors to understand the customer journey. Also, bots boost the customer experience, completing the loop on engagement and sales.
There are a lot of success stories from B2B companies who develop bots with the right intentions. And, to prove the case, here are three B2B chatbots that are generating new leads and increasing sales conversion rate.
Winnie is a chatbot designed to help website owners make better choices about which hosting provider to go with. Getting the most suitable hosting provider and package for your needs can be one of the most frustrating things about getting a website up and running.
Winne helps users narrow down their choices, based on the kind of website they’re setting, up and points them in the direction of suitable providers hosting packages. Since the bot first opened on Facebook Messenger, it has achieved an incredible 72% CTR of users clicking through to an affiliate hosting provider.
RewardStream also took the Leadbot approach and it accounted for 30% of their converted leads in the first 45 days. Yikes. Now RewardStream builds platforms that help companies encourage their existing customers to refer friends – mostly for enterprise businesses.
The software company was doing everything right on the digital marketing front: generating traffic, engaging content, effective paid advertising and a solid email marketing strategy. Great stuff. Except there was a problem: RewardStream wasn’t converting enough of those leads into customers.
We were bringing a lot of people to our site who were reading our content but not converting, and we felt that we should engage people in the moment. – Neil Parker, VP of Marketing at RewardStream
So the company decided to invest in a chatbot that would engage with those visitors at the opportune moment. And the company found its new Leadbot steadily converted a higher number of leads as the days rolled by – reaching an impressive 30% of all conversions with the first month and a half.
RapidMiner elected Leadbot – a “sales assistant” developed by Drift – to cater for their chatbot needs. Visitors are greeted by the very friendly MarlaBot, who gets the conversation rolling a matter of moments after you land on the company’s website.
However, MarlaBot isn’t alone. RapidMiner sales staff are brought into the loop as soon as Marla gets an answer, at which point they start monitoring the conversation to see where they should to jump in.
“The bot isn’t about replacing a human. The bot for us is about augmenting and taking a user down a journey so then we can jump in at the right moment.” – Tom Wentworth, Chief Marketing Officer at RapidMiner
Meanwhile, Marla is collecting all the data she needs from her interactions to build a more relevant experience for each user. Mr Wentworth says the bot, in many cases, is capable handling the entire conversation by itself and people regularly thank the Marla when they’re done.
“One of the most common responses we get at the end is ‘thank you’.”
There’s a lot of talk about the ability of chatbots to hold meaningful conversations with users, but RapidMiner and Leadbot show it's a question of how you implement the technology into the buying journey.
As can be seen, chatbots have all the potential to change the way people interact with companies to buy products online or ask for a service online but this won’t happen until more bots are created with the goal of solving user problems.