Customers expect businesses to roll out the red carpet for them at every stage of their journey and on every channel they interact with. However, as most marketers know, creating this experience is easier said than done. So, how can marketers equip themselves with the right tools to help build an outstanding customer experience? Watch Kate Adams, Sr. Director of Demand Generation at Drift, and Tim Ozmina, Sr. Marketing Specialist at Marketo, for our webinar, Create Incredible Customer Experiences Using Conversational Marketing, as they discussed how to incorporate web chat tools into your marketing strategy to benefit your customers and prospects, no matter where they are in the marketing funnel.

2. Create Incredible Customer
Experiences Using Conversational
Marketing
Kate Adams, Sr. Director of Demand Generation, Drift
Tim Ozmina, Sr. Marketing Specialist, Marketo

3. Meet the Speakers
3
Hayley Ferrante
Sr. MarketingSpecialist, Commercial
Demand Generation
Tim Ozmina
Sr. MarketingSpecialist, Commercial
Demand Generation
Kate Adams
Sr. Director of Demand Generation

4. Housekeeping
• This webinar is being recorded! Slides and recording will be sent to
you once the webinar concludes
• Have a question? Use the chat box and we’ll answer your questions
after the webinar
• Posting to social media? Use our hashtag #mktgnation

5. Conversational
Marketing
#MARKETO+DRIFT@DRIFT

6. #MARKETO+DRIFT@DRIFT

7. #MARKETO+DRIFT@DRIFT
Sources: $5.12B – US B2B Digital Ad Spending – eMarketer; 2.3% average landing page conversion rate from Search Engine Land; 81% of tech buyers don’t convert
– LinkedIn survey; 58% of companies never follow up with website leads – 2018 Lead; 10x decrease in contact rate after first 5 minutes – InsideSales.com & HBR
study

8. #MARKETO+DRIFT@DRIFT

9. #MARKETO+DRIFT@DRIFT

10. 5 Bots to Change Your
Business Today
#MARKETO+DRIFT@DRIFT

11. #MARKETO+DRIFT@DRIFT
The Pricing Page Bot

12. #MARKETO+DRIFT@DRIFT
The Second Net Bot

13. #MARKETO+DRIFT@DRIFT
The ABM Bot

14. #MARKETO+DRIFT@DRIFT
The Retargeting Bot

15. #MARKETO+DRIFT@DRIFT
The Paid Traffic
Converter Bot

16. @DRIFT #MARKETO+DRIFT
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.

17. ConversationMarketing+Marketo
Tim Ozmina

18. Why ConversationalMarketing?
 CustomerExperience
 Greet visitors as they come to the website
 Help guide people to what they’re looking for
 Make it easier for people to get in contact with a human
 Efficiency
 Auto qualify/disqualify site visitors
 24/7 365 – even holidays!
 Scale
 Reach every site visitor
 1,000,00033,333 per day1,388 per hour23 a minute
18

19. The Marketo+ Drift IntegrationIs Awesome
 Create and update contacts in Marketo when they interact with Drift
 Push conversation, qualificationscore updates, and new meeting activities to Marketo
 Identify unknown visitors usingMarketo Munchkin Cookies
 Upload targeted listsfrom Marketo into Drift
19

20. How DoWeUse Our ChatBot?
 TopofFunnel
 Welcome
 Awareness
 Lead generation
 MiddleofFunnel
 Nurture site visitors
 More targeted chat plays
 BottomofFunnel
 Book Meetings
 Route conversations
20
Handoffto Sales
BoFu
MoFu
ToFu

21. Example
21

22. Wait, MultipleChannels?!
 What ChannelsPair Well?
 Email
 Digital
 Web
 Social
 How?
 Personally greet visitors, whateverchannel they comefrom
 Give more context around what they just clicked on
 Keepthe conversation alive, and live
 Gives the consumer direct accessto Sales/Support
22

23. It’s About the Process(How WeRun Drift)
23
 Our Learnings:
 Version 1:
 Veryrigid and not conversational
 Wild wild west for SDRs
 Average response time: ~1 minute
 Developed a baseline
 Version 2:
 Started testing:
 Added emojis
 More conversational
 Created routing rules
 Average response time: ~49 seconds

24. WhereAre WeNow?
24
 During the Business Day:
 Two SDRs online daily
 Can only viewand chat on conversations routed to them
 Average response time: 32 seconds
 Average meetings booked: 3 per day
 During the Weekend and at Night:
 0 SDRs online
 Calendars automatically drop
 Book ~1 meeting pernight

25. GettingStarted MustBe Tough,Right?
 Where DidWe Start?
 General Chat Bot
 Coversthe entirewebsite
 Broadmessaging
 Pricing Page
 Fastmovers
 Latestage
 Demo Page
 Interestedin theproduct
 Willing tocommit time
25
Wrong!

26. What ShouldYou CareAbout?
 KPI’s You Should Track:
 Conversations sent
 Conversations had
 Goals reached
 Meetings booked
26
 Emails captured
 Opportunities influenced
 Conversion ratios between all of the metrics

27. Results SoFar
 Just over 12 months:
 Had 8,000+ conversations
 Generated 2,500+ conversation-qualified leads (CQLS)
 Hundreds of meetings and opportunities
 ~3 Meetings bookedperday
27

28. Lookingto the future
 Evenmore segmentation
 Onboard AE teams for Named Accounts
 Use chat to promote events
 More cross team initiatives
 More A/B testing
 Incorporate video into the chat bot
 Continue optimizing for maximum success
28

29. Questions?