Magic and genius
at the service of customer experience
Camp N°4 / Conversational Marketing
B2B Digital Marketing Maturity
Here you are at camp number four
in your climb
to the top of digital marketing.
You have, in the previous stage,
refined your campaigns,
gained confidence
in your marketing automation solution.
You have increasingly exploited
the available data,
the implicit data,
the explicit data,
customer satisfaction data and you've started
to build your community of ambassadors.
Sending relevant content
based on demographic information
You are now ready to build
semi-automated conversations
on the initiative
of your prospects, your customers,
on very specific and personalised themes
with the content generated
by the content strategy.
For example, a conversation
following a customer meeting
where the salesperson has detected
that a competitor was equipping a prospect.
You will be able to automate
a very precise emailing flow
on how your company compares and stands
to that competitor.
You will create scenarios,
nurturing scenarios
that you're going to adapt
and use in the right situations.
Customising the website in real time
The content produced and its expansion
on social networks
by the company
and by your community of ambassadors
should normally generate
more and more traffic
to your website,
traffic that doesn't convert
a lot at the moment
so this is a good time
to think about a way
to increase these conversions.
One way is to use
real-time website customisation solutions
that detect IP
and anonymous visitors,
detect their location,
the company, the industry.
This lets you create
dynamic display scenarios on the website.
For example,
my event which is in Nantes
will only be visible for the population
that is in the west of France.
My white paper
on the health sector
will only be visible to visitors
from the health sector
and so on.
Improving the performance
of social networks
to generate leads
This is usually the right time
to be interested in paid campaigns
that you can use
on social networks
to drive a qualified audience
to your content,
to your content downloading programmes
on the website
in order to drive even more conversions
to your offers.
Refining scoring rules
Last task of this camp,
revise your scoring,
it's something you have to do
every six months,
meaning you need to check the points
that we've awarded
to each of the interactions we capture,
check that the sales force is satisfied
with the way we push hot leads to them.
This can also be an opportunity
to refine your scoring,
to do a prospect scoring,
a more customer-oriented scoring,
or even a partner or HR scoring.
The next building site:
