Conversational Marketing Examples

@DAVEGERHARDT @DRIFT
Hey.
I’m Dave Gerhardt.

Conversational Marketing

15 Conversational.
.Marketing Examples.
That Will Give Your Business An Unfair Advantage In 2019
*And You Can Leave With Them All To Add To Your Swipe File Today*

I want to make
sure you get your
copy today.
*

Why Now Matters
(It’s not just that we don’t like waiting...)

1.Options
2.Information

Options (Competition)

Information

Infinite Supply

Infinite supply = buyers have the power.

There’s a new rule for business today.

Whoever makes it .easier. to buy wins.

But there’s one industry still behind.

Us. Sales & Marketing.

“Hey Dave! Just
calling because...”

*Not just saying this because it fits well
in my story. .Look at the data..

of buyers .avoid. filling out forms when
they encounter gated content.
81%

“More than .75 percent. of B2B purchases today
involve limited interaction with individual
salespeople. B2B buyers are increasingly expecting
the same levels of service they receive as
consumers.”

“Contacting a salesperson occurs .later. in the
typical purchase process, and sometimes not at all.
By the time a sales rep gets involved, buyers already
have a wealth of information about company
reputation, product specifications and reviews of
successes or failures.”

“There’s a new B2B buyer out there—one who does
not expect, and in many cases .does not want., to
deal with a salesperson until it is time to close the
deal. More than three-quarters of all B2B purchasers
today, including both small businesses and
enterprise customers, have only limited interaction
with salespeople.”

of companies didn’t respond < 5 min.
90%
drift.com/blog/lead-response-report-2018/

of companies didn’t respond (at all).
58%
drift.com/blog/lead-response-report-2018/

This is where Conversational Marketing
comes in.

Conversational Marketing connects
your business .NOW. with the people
ready to buy .NOW.

And the results have been blowing
away traditional marketing and sales.

Opportunities
Pipeline Influenced
Closed Won Influenced
Conversations
$13M
$5M
Over 12
Months... 12k
481
.Database platform in
NYC.

Opportunities
Pipeline Influenced
Conversations
$40M
$16M
Over 10
Months... 7k
140
.Communication.
.platform in SF.

Opportunities
Pipeline Influenced
Conversations
$400M
$31M
Over 6
Months... 13k
3k
.Security company in SF.

Notice one thing in all those funnels?
Everything starts with a .conversation.

A sale doesn’t get made unless a
conversation happens.

And you don’t have to worry about
being there to answer questions all day.
(Or who’s going to staff this?)

.24/7/365.

15 Conversational Marketing Examples
1. The Second Net
2.The Tour Guide
3.The Pricing Page Concierge
4.The Demo Bot
5.The Email List Supercharger
6.The Event Registration Bot
7.The Paid Traffic Converter
8.The Lead Magnet
9. The Swag Bot
10. The Competitive Concierge
11. The “You Come Here Often” Bot
12. The Fast Lane Bot
13. The Dream Client Finder aka The ABM
Bot
14. The Conversation Starter
15. The Conversational Homepage
PS. Don’t worry about notes. I’ll share how to get all these examples at the end.

#1 The Second Net

#TCS2019@DRIFT
#1 The Second Net
● The EASIEST place to start / dip your toe into Conversational Marketing
● You do not need to REPLACE your forms, but what if you had a second net?
● Find high intent places on your website where this would make sense
○ Request A Demo
○ Contact Us
○ Services Inquiry
● Unlike a form, this second net can be PROACTIVE - go get people!
● Ask fewer questions if the page is HIGH INTENT - let them skip the line

#2 The Tour Guide

No one wants to be marketed to.
No one wants to be sold to.
But most people want HELP.

#TCS2019@DRIFT
#2 The Tour Guide
● Not everyone knows what they want, so how can you help?
● The Tour Guide = a 24/7/365 assistant
● Your goal is to start conversations, just like you would in-person
● Just like great copywriting: first line, second line, third line, etc.
● Goal = No Dead Ends. See if you can make an ENDLESS FUNNEL
● Tailor it: offer up content specific to the path that person went down

#3 Pricing Page Concierge

For most companies, this is the highest
intent page on their website.

(But it’s also the most CONFUSING &
highest FRICTION)

@DAVEGERHARDT@DRIFT
#3 Pricing Page Concierge
● The name is exactly how you should use it
● A concierge goes and finds the right answers
● Be helpful, but skip the small talk. Talk about PRICING. Be SPECIFIC.
● Use the bot to push people to someone on your team if pricing is not easy to
explain over chat
● PS. We also use this in-app for upgrades (great for free trial or freemium)

#4 The Demo Bot

@DAVEGERHARDT@DRIFT
#4 The Demo Bot
● The goal here should be to remove friction. Demo = high intent
● Because it’s high intent, stick to the critical questions (you can ask more later)
● PS. With the right data enrichment, you can ask very FEW questions here
● If someone does not want a demo, don’t just say “OK BYE”
○ You might like our blog…
○ You might like our podcast…
○ Want to join our email list?
○ When would you be ready?
● Remember: ENDLESS FUNNEL

#5 The Email List Supercharger

@DAVEGERHARDT@DRIFT
#5 The Email List Supercharger
● Be HELPFUL. Copy should be about how your content can help your visitors.
Give them a reason to subscribe.
● Great way to grow your list because it can be CONTEXTUAL
○ Like this post? You might also like this one…”
○ Looking for more content about [BLANK], follow me over here
● And it feels CONVERSATIONAL and personal to me vs. a form / pop-up box
● Time it right - maybe you don’t need to show this on someone’s first visit
● This can be proactive OR based on an action (button click; use it as a CTA)

#6 The Event Registration Bot

#6 The Event Registration Bot
● If you’ve ever done an event, you know people will have a MILLION questions
● This one is similar to the pricing page, but see people ask much more questions
● Think of this almost as an “FAQ” bot
● During event season, we have someone sit there all day to help sell
● You can also track registrations just by adding UTM params to the registration
page the bot serves up #ROI

#7 The Paid Traffic Converter

#7 The Paid Traffic Converter
● Know your traffic and match the conversation to them
● For example: paid traffic is typically colder, so don’t just right to DEMO
● Be relevant & pull in the context from the Source & Medium (Facebook, Google,
etc.)
○ This is one of the easiest ways to start more conversations. “how’d you
know!”
● For your AdWords junkies out there, you can get suuuuuper specific, matching
keywords to conversations
● If you are paying for the traffic, why wouldn’t you give them the concierge
experience?

#8 The Lead Magnet

#8 The Lead Magnet
● Give them the content/thing NOW vs. waiting to get an email
● Can get super creative here:
○ Download the whole thing right now
○ Get the first chapter for free
○ Make all of the content free (i.e. don’t gate it), but have a killer UPSELL
■ Put in your email and I’ll send you a video on the behind the scenes
■ Put in your email and I’ll send you the bonus (related offer)
■ We also gave away the whole book free on the page, but said “if you want it
via PDF so you can read later”

#9 The Swag Bot

#9 The Swag Bot
● Also another way to do a lead magnet
● But this gets KILLER if you integrate with a fulfillment provider (ex: Sendoso)
○ Capture all the data (size, address, etc.)
○ Salesforce/CRM to log activity
○ Pings Sendoso to then ship the t-shirt
○ Alert you or sales rep when t-shirt arrives
● Also seen this done with coffee (send a coffee right now)
● Would be a great play for VIP traffic (repeat visitors, customers, etc.)

#10 The Competitive Concierge

#10 The Competitive Concierge
● Very similar to the paid traffic / referrer bot from earlier
● You will know EXACTLY how someone got to this page (i.e. Google Search or
SEM - very specific to a keyword)
● BUT, here the focus is SWITCHING, so remember the cognitive load is high
● How can you help navigate the switching process vs. just trying to sell here?
● Goal on this page is to have conversations - keep them going, give people the
information they need

#11 The “You Come Here Often” Bot

#11 “You Come Here Often” Bot
● You know that feeling when a waiter or coffee shop knows you?
● That’s this -- but we rarely do it on our websites (and if we do, it’s just changing
the homepage copy vs. trying to have a conversation)
● This one of the easiest ways to boost conversions on your website & blog,
because people want to feel the love & attention

#12 The Fast Lane

#12 The Fast Lane Bot
● Using data enrichment OR data we already have to let people skip the line
● For example: B2B, > 100 employees, in the U.S., using Marketo
● Not named accounts, but people we know are the right fit (can be based on
anything)
● Can also personalize to pull in company name, competitors they might be
using, or to serve up relevant case studies by industry

#13 The Dream Client Finder

#13 The Dream Client Finder
● So many companies have Top 10 Top 100 Top 1,000 ABM WHATEVER
● But then treat them like everyone else...
● Similar to Fast Lane, but here it’s a specific set off accounts (i.e. Top 100)
● Then show the actual person who owns that account, so they know they don’t
have to go through “the process”
● Sales rep can get notified on phone/desktop, and swipe right into a
conversation
● If they aren’t there, bot can hop in and book a meeting for late

#14 The Conversation Starter

#14 The Conversation Starter
● The rules of marketing STILL apply - don’t forget
● Great copy, headline, hook, and offer will get you more conversations
● “Hi there” or “What brough you here?” vs. “Click here and get $500!”
● Think: what would you say in-person? Or what would stop someone in their
tracks to talk to you
● PRO TIP: The preview text is 100 characters
● Some favorites:
○ Psst. Down here. Can I ask you a question?
○ Hey [COMPANY NAME]. Can I ask you a quick question?
○ Just curious, what if ___ or What would you do if ___

#15 The “What If Your Homepage Was
A Conversation?!”

You need to figure out what works for
your business (but I wanted to help get
the ball rolling with ideas).

15 Conversational Marketing Examples
1. The Second Net
2.The Tour Guide
3.The Pricing Page Concierge
4.The Demo Bot
5.The Email List Supercharger
6.The Event Registration Bot
7.The Paid Traffic Converter
8.The Lead Magnet
9. The Swag Bot
10. The Competitive Concierge
11. The “You Come Here Often” Bot
12. The Fast Lane Bot
13. The Dream Client Finder aka The ABM
Bot
14. The Conversations Starter
15. The Conversational Homepage
PS. Don’t worry about notes. I’ll share how to get all these examples at the end.

BUY IT RIGHT NOW

Screenshot & Email Me:
dg@hello.drift.com

dg@hello.drift.com

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Conversational Marketing Examples

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