An artificial intelligence bot approach to smb b2 b without animation
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The document discusses the challenges of B2B marketing for small and medium-sized businesses (SMBs) and proposes an AI bot solution that effectively combines scalability with sales focus. Existing marketing strategies are found lacking, necessitating a more personalized, scalable approach to engage SMBs through AI-driven interactions. A case study of Ocoos demonstrates the implementation and effectiveness of this AI bot, highlighting results such as improved conversion rates and customer acquisition costs.
![The Solution
AI Bot that provides Sales Focus in a Scalable manner
• Find prospects autonomously
• Analyze and personalize strategies
• Have textual conversations with leads in personalized
contexts [Turing test]
• Operates in a scalable and efficient way
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An artificial intelligence bot approach to smb b2 b without animation
- 1. An AI Bot Approach to SMB B2B Marketing Di Wang, Qi Zhao, Tyler Bobbitt, Rahul Razdan
- 2. Outline • The Awkward Position of the SMB Market • Existing Attempts • The Solution: AI Bot + Communication • Implementation: A Case Study of Ocoos • Conclusion 2 |
- 3. Trade-off of Marketing Strategies The two parameters of a marketing strategy • Scalability: The extent that a methodology can be scaled to cover more customers • Sales Focus: The extent of dedication of resource required to close a particular sale 3 |
- 4. Characteristics of Markets The three characteristics of a market that guide the trade- off • Size: The volume of individual targets in the market • Risk: The potential negative impact to a buyer from a wrong purchase decision. The bigger risk is, the higher sales focus is required to tackle a more complicated decision-making. • Profit Margin: The space for net profit in a single deal. Small profit margin doesn’t support high sales focus 4 |
- 5. The Enterprise Market Direct sales is the proven solution: low scalability, high sales focus Size Risk: Profit Margin: Handful Millions A few dollars Business strategy A few dollars Millions The demand of scalability is small The demand of sales focus is high Support sales focus 5 |
- 6. The Consumer Market Size Risk: Profit Margin: The demand of scalability is large The demand of sales focus is low No support sales focus Handful Millions A few dollars Business strategy A few dollars Millions Large-scale advertising is the proven solution: high scalability, low sales focus. 6 |
- 7. The SMB Market Proven solution: ??? The demand of scalability is largeHandful Millions A few dollars Business strategy A few dollars Millions The demand of sales focus is high No support sales focus Size Risk: Profit Margin: 7 |
- 8. The Awkward Position of SMB Market The Size and Profit Margin are like the consumer market, require Scalability The Risk is like the enterprise market, requires Sales Focus The Profit Margin is like the consumer market, doesn’t support Sales Focus 8 |
- 9. Huge SMB Market Presences Sales CRM Finance Data ... 27M US based SMBs ... https://resources.datanyze.com/research/the-marketing-stack-of-top-smb-software-providers 9 |
- 10. Existing Attempts Distribution • Broadcast • Search • Associations & Influencers & Others • Targeted Marketing Conversion • Organic • Direct Sales • Inside Sales 10 |
- 11. Broadcast TV broadcast $$$$$ Low conversion Channels built for Consumer Marketing (only one of 20 consumers are SMB owners) Low sales focus Typically casual context Radio broadcast $$$ Low conversion Google Display $ Low conversion Social Media Ad $ Good for branding with smart audience selection Physical Billboard Not effective Direct Mail Not effective 11 |
- 12. Search Global Search $$$ High competition over small volume SMB owners are not tech- savvy enough to know what to ask or how to ask. One cannot ask for something one does not even know is possible. Local Search $$ High competition over small volume 12 |
- 13. Associations & Influencers & Others Influencer Marketing Not effective No obvious influencers Industry Associations Not effective Little credibility recommending tech products Social Media Viral Marketing Not effective No active sharing Distribution Partners Effective Highly depends on the commitment and capability of partners, not a generally effective method 13 |
- 14. Targeted Marketing Email Marketing Effective Requires audience, intelligence, branding and credibility Direct sales $$$$ Effective Difficult to scale 14 |
- 15. Conversion Organic Not effective Not effective for B2B systems without enough branding Direct Sales $$$$, effective Difficult to scale Inside Sales Effective 15 |
- 16. Case Study: Wix Wix: Broadcast + Organic Conversion Superbowl commercial NPR radio Facebook Ads Global Search (non-branded keywords) Organic conversion (a DIY solution) Never profitable Lost $44M in 2016 16 |
- 17. No Existing Solution Yet Presences Sales CRM Finance Data ... 27M US based SMBs High and Unnecessary Cost Miss the opportunity to adopt technologies and receive benefits An Urgent Demand: A solution that capable of generate high sales focus with scalability 17 |
- 18. Lesson: Give Up on Sales Focus? Trust Gap Financial risk Business migration risk Training cost Flow adjustment risk Administrative adjustment Opportunity risk ... Won’t work because the Risk always high Reputation/Branding Referral Sales Focus Cause Solve 18 |
- 19. Sales Focus Builds Trust Personalization Relevance Personalized engagement context How do we scale sales focus? How do we build customized products in a production-line manner? 19 |
- 20. The Solution AI Bot that provides Sales Focus in a Scalable manner • Find prospects autonomously • Analyze and personalize strategies • Have textual conversations with leads in personalized contexts [Turing test] • Operates in a scalable and efficient way 20 |
- 21. Turing Test on Marketing/ Sales AI Bot Lead Lead Lead Lead ... Veiled Communication Channel Challenge of Delivery: Deliver through the email network Challenge of Personalization: Scalable concurrent personalized engagements Each single lead should believe she/ he is talking with another human being who is dedicated for her/ his specific problem 21 |
- 22. Challenge 1: Personalization The AI Bot must be able to • Collect information from various sources for a particular lead • Evaluate the lead • Analyze and then predict the circumstance and potential pain of the lead • Customize engagement plan and contents • Handle feedback in a personalized manner • Conduct the above operations with a scalable amount of leads in the concurrent manner 22 |
- 23. Communication Channel We chose the existing email networks because • Textual • Individually customizable • Business/work context However, in the business context, the existing email networks is designed only for 1-n-1 communication. Many tools exist to prevent potential abuses • ESPs’ own filters • 3rd party watchdogs (sender monitors, blacklists, spamtraps, etc) 23 |
- 24. Challenge 2: Delivery The delivery component must be able to • Generate and send customized messages in a scalable manner • Monitor delivery performance in real-time • Adjust behavior dynamically • Feedback to the AI Bot around personalization Overall, if customers engage believing the message is from a person, spam/ filtering through email network is minimized! 24 |
- 25. Ocoos A website company which provides an online business infrastructure for SMBs We built the AI bot named Robert Powers to search and reach out to the online SMB owners who may have problems with their websites The goal is lead generation and increased sales Several particular details that tailored for the specific case. But the framework is highly generalizable 25 |
- 26. System Overview Personalized Engagement Tech based analysis Business based analysis Content snippets Max-distinguishment Personality Knowledge Collection Knowledge Base Email Meta (biz, tech) Feedback Email Delivery Spreading Dynamic campaigns Blacklist handling IP-MX relationships Email performance collection Engagement (Turing Test) Learning Email verification Email-meta association Sendability score Robert Powers 26 |
- 27. Implementation Progress 13 million emails 22 million meta 140 technologies 346 business verticals 1500 content snippets 3 million emails sent with 1200 campaigns, per month 90% average delivery rate 15 million activities recorded since May 2015 27 |
- 28. Sample Conversation We noticed you use Godaddy solution, and thought you might want to take a look at Ocoos. What are the advantages? 1. We combine design, customer interaction, and marketing automation in a tight technology package. 2. We deliver this capability to you through concierge services (no more DIY) This solution is a nice combination of the control of DIY solutions with the services of custom developers.. all without the costs. We are well regarded by various review sites and we have partnerships with technology leaders such as Dell, Microsoft, and IBM. Personalized greetings Personalized introduction Personalized demand prediction + Tailored solution My name is Robert from Ocoos. I am reaching out because we offer a solution which we believe is superior to those one can get from Godaddy's website builder.. even the new version. Hello, Would you be interested in learning more? If so, simply reply to this message with a couple of times and phones number when I can chat with you. Vertical-driven CTA Vertical-driven personality + Tailored solution Sincerely, Robert Powers Hi Robert, I may be interested in what your company offers in the way of web design. The best time to reach me is Thursday or Friday after 6pm at the phone number listed below. 28 |
- 29. Results Ocoos Wix* Conversion Consultations/ Traffic 3.7% Registrations/ Traffic** 2.6% Cost per Paying Customer Acquisition $200 per sales closure $222 per premium Individual Customer Value Per Year (Initial fee + recurring fee of 3 years)/ 3 years $700/ year $150/ year ROI $500 per closure per year -$70 per premium per year *Q3 Wix.com Earning Reults ** Similarweb.com 29 |
- 30. Conclusion Sales Focus is a must to overcome the trust gap marketing to the SMBs AI Bot is a promising approach to provide high sales focus with scalability The current email network needs adjustments to support B2B marketing 30 |
- 31. TV broadcast $$$$$, inefficient Godaddy, Wix, Squarespace Radio broadcast $$$, inefficient ConstantContact Portal Ad $$$, good for branding Google Search $$$, small demand Google Display $, good for branding Facebook/ Twitter Ad $, good for branding with smart audience selection Social Media Viral Marketing not active sharing Influencer Marketing no obvious influencers Industry Associations No effective, little credibility recommending tech products Distribution Partners Effective Physical Billboard No effective Direct mail No effective Email Marketing Effective with intelligence, branding and credibility Direct sales $$$$, difficult to scale, effective Paychecks Organic Not effective for B2B systems, low branding Inside Sales Personal Sales $$$$, difficult to scale, effective Distribution Methods Conversion Methods 31 |
- 32. THANKS