October 24, 2022
The new era of AI based conversational marketing

We spell out how buyers have shifted their behavior over the past few decades and how marketing technology has responded to meet their needs.

In the good old days (well, not so long ago), companies used lead forms to get the attention of potential customers. You know, those forms where you had to fill in your details before you got any real value or a demo.

Then, something exciting happened in the 2010s: chat-based lead generation took over. Instead of dealing with lifeless forms, businesses started chatting with their website visitors in real time. This shift not only transformed the way companies interacted with prospects but also brought some impressive benefits to the table.

Why Chat-Based Lead Generation Worked:

  1. Quality Leads: With chat, businesses could have actual conversations with potential customers. This meant they could answer questions, address concerns, and identify genuinely interested prospects more effectively.
  2. Available All the Time: Chat-based lead generation was available 24/7. That meant you could engage with a business even if it was midnight or the weekend. No more waiting for a human to show up.
  3. Faster Time to Demos: With customers getting their questions answered, chatbots created better qualifeid leads which ultimately converted into a demo call at a much higher rate.

However, these solution are based on manual scripts and therefore require time consuming builds and maintenance. Plus, the responses customers received were limited and often painful for buyers who are looking for insightful answers. Current chatbot solutions have become those annoying things in the bottom right corner of a website which you can't wait to close out. They ask for contact info or push a demo too early. Under the hood, the chatbots lack context on each visitor and they’re really scripted to optimize for a very broad audience, with the single goal of capturing as many leads as possible.

Enter Generative AI

In 2023, we've seen a massive rise in generative AI usage via ChatGPT. Buyers now expect chatbots to talk like humans, understand natural language, and be genuinely helpful.

But here's the even bigger picture: how B2B buyers make decisions has changed too. Buyers want to educate themselves and learn from their peers before making decisions. They spend a lot of time in community forums, social media, and websites as they make their decision to buy.

The New Role of Chatbots in the Buying Journey

In this brave new world, chatbots have a fresh mission. They're not just for lead qualification anymore. They need to be educational buddies, meeting visitors where they are in their buying journey. Here's how they do it:

  1. Providing Info: AI chatbots are like your go-to info source. Need product details or pricing? Just ask, and they'll serve up the details you're looking for.
  2. Personal Recommendations: These chatbots can get to know you and suggest things you might like. It's like having your own personal assistant as you shop.
  3. Community Insights: They can steer you toward user reviews, forums, and other community resources.

In Conclusion

The evolution of lead generation from boring forms to lively chats and now to smart chatbots reflects how marketing and sales are changing in the world of B2B SaaS. In an era where buyers want to learn for themselves and trust the wisdom of the crowd, AI chatbots are the heroes who step in to assist and educate. To stay ahead in the digital game, businesses need to embrace the power of conversation and make the most of AI-based chatbots to meet their audience's ever-evolving expectations. It's not just a trend; it's the new way of doing business.