Cancel, David, 1972-

Conversational marketing : how the world's fastest growing companies use chatbots to generate leads 24/7/365 (and how you can too) / David Cancel, Dave Gerhardt ; edited by Erik Devaney. - Hoboken, N.J. : John Wiley & Sons, Inc., c2019 - xx, 262 p. : ill.

Includes bibliographical references and index.

Introduction : The shift from supply to demand -- Part I. The rise of conversational marketing and sales. Your website is leaking revenue (here’s how to fix it) ; The rise of messaging ; The rise of chatbots ; Replacing lead capture forms with conversations ; Ending the Family Feud between marketing and sales -- Part II. Getting started with conversational marketing. Step one : Add real-time messaging to your website and start capturing more leads ; Step two : Give your email marketing strategy a real-time makeover ; Step three : Master the art (and science) of qualifying leads through conversation ; Step four : Filter out the noise and target your best leads ; Step five: Build a lead qualification chatbot (without writing a single line of code) -- Part III. Converting conversational marketing leads into sales. How to put your sales funnel on autopilot ; How sales teams can create a better buying experience with real-time conversations ; How to send sales email sequences that buyers will actually engage with ; Conversational account-based marketing (Abm) and selling (Abs) -- Part IV. After the sale. Continuing the conversation ; A conversational approach to customer success ; Measuring conversational marketing and sales performance.

"Conversational Marketing is the definitive guide to generating better leads and closing more sales. Traditional sales and marketing methods have failed to keep pace with the way modern, internet-savvy consumers purchase goods and services. Modern messaging apps, which allow for real-time conversations and instant feedback, have transformed the way we interact in our personal and professional lives, yet most businesses still rely on 20th century technology to communicate with 21st century customers. Online forms, email inquiries, and follow-up sales calls don’t provide the immediacy that modern consumers expect. Conversational marketing and sales are part of a new methodology centered around real-time, one-on-one conversations with customers via chatbots and messaging. By allowing your business to communicate with customers in real time—when it’s most convenient for them—conversational marketing improves the customer experience, generates more leads, and helps you convert more leads into customers."

9781119541837 (hbk.) 1119541832 (hbk.)


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