Marketing technology is an ever-evolving space and with the help of our panel of marketing professionals and experts, we plan to break down the 5 emerging marketing technologies you need to know. We would like to extend a huge thank you to Jared Fuller, Sr. Director of Partnerships at Drift, for joining us at Hileman Group and helping break down the tools you need to be paying attention to.
How can I get started in machine learning today? [36:50]
Angela: Machine learning is growing and is accessible in many tools today. The example we discussed earlier was Adwords. With advertising on Adwords, machine learning is already a feature of the tool. One thing to consider is localized micro-moments where advertisers can create advertising campaigns that capitalize on the event or the moment. Creating a landing page for an event that is local or may only be relevant for a brief period gets people excited, which could be tracked using machine learning tools.
How should someone get started with prioritizing strategy to purchase Mar-Tech tools? [37:50]
Chelsea: Start to think about your audience. What will resonate with them, and what channels do they prefer? In general, I always opt to start with research. Look at companies who have done it right, and who have done it wrong. Try to research the successes and failures of others. I also like to think, “What are the quick hits? Are there quick hits you can try?” Consider the balance between major intensive projects and quicker wins.
Angela: It’s important to keep in mind that it’s super effective to go for quick hits, while also leaving space for larger projects. Understand what your timeline is. You may not be able to roll this out within a day. This would be where strategy comes into play, and careful consideration is necessary. Also make sure to understand how this will affect your existing campaigns too, as a way to leverage and enhance what you are already doing.
What tools do you see working better for B2B compared to B2C? [39:30]
Chelsea: I see B2C being at a much more granular level. Consumers are very focused on being personalized and tools like SMS, with the Chipotle BOGO, help push relevant content that communicates, “This brand understands me as a person.” Personalization is very important. For the B2B space, a higher level segmentation tool is helpful to more broadly dissect your audiences. Tools like Chatbots are also helpful because it doesn’t force the typical sales cycle, and lets individual companies have their own personal sales cycle. Customers don’t always think of talking to a Chatbot as speaking with a salesperson and are more happy to engage.
Do you see B2B or B2C being leveraged more with Drift? [41:00]
Jared: The reason we created the category of conversational marketing, as opposed to just referring to it as chat/chatbot, is businesses don’t typically purchase the first moment of interaction with your business. There’s a life cycle and a journey that we need to ensure offers relevant touchpoints to them along their buying journey. We have to meet our customers where they are in the buying cycle.
We see tons of B2C companies leveraging Drift where there is a considered purchase. By this we are saying, customers may not purchase a product the first time they discover because they need to consider for a few months before purchasing. Anytime where you have a sales cycle that isn’t a simple impulse purchase from an Instagram ad, but rather a length sales cycle with a higher than average selling price, we saw a great added benefit from using Drift.
Will Live Chat or ChatBots cannibalize my form fills? [42:25]
Jared: That’s a good one! I’ve heard this quite a bit. At the end of the day, the people who are engaging with the chat are those who have the highest intent now. They want something now. The reality is that today, we do ourselves a disservice if we believe we are the sole seller of our product or service. There are countless, nearly infinite, options for our potential customers to choose from. Our buying experience is not largely different from walking down the laundry detergent aisle at the grocery store. People have choices. Even if Chatbots end up cannibalizing form fills, if there’s always some other company that’s providing better customer experience and brand experience, the customer will go with them. This is because customers can get what they want now, versus later. That said, we don’t typically see it cannibalize, in fact we see conversion rates increase. On average if you’re converting 1.5 percent of your website visitors to leads we see companies add an additional 1.5 percent of conversions. We expect Chatbots to improve conversions.
How do we know what a lead is, and what is not a lead? [43:50]
Jared: Great question. This is what I would say is the difference between live chat and Chatbots. Live chat is a one to many experience. There is one inbox, and everyone chats in it and it becomes quite the nightmare. What reps traditionally had to do was go create a lead in Salesforce manually, and even though we love our reps to death they can occasionally forget, or things get busy. The point being, the questions that must be asked to qualify a lead can be automated by a bot. Maybe you don’t want to talk to companies of a certain size, geography, vertical, revenue or you name it. You can ask those questions and convert your leads into a CQL (Conversation Qualified Lead). CQL’s have answered a few questions, they have intent, and they match the persona of a customer who we sell to. This conversational marketing can then append a lead based upon your conversation. This can then be added to your Mar-Tech tools (Hubspot, Marketo, Pardot, Salesforce) and convert them into a lead. It’s all about providing a better experience and constructing a way to really capture that attribution.
Here at Hileman we’ve loved using Drift to qualify leads. Our sales team, in particular, enjoys it because it’s not that standard cold calling and emailing. Rather, you are meeting people where they are. It’s a fun tool to use, and the salesmen have expressed this excitement too. Having a Chatbot integrated into your Mar-Tech stack has helped us integrate both our sales and marketing teams greatly.