Bot Marketing Automation — Marwa Greaves // Hubspot
Marwa Greaves
Hubspot
- Part 1How to figure out what to automate?
- Part 2Email Marketing Automation — Marwa Greaves // Hubspot
- Part 3 Bot Marketing Automation — Marwa Greaves // Hubspot
- Part 4Automating the Marketing & Sales Handoff — Marwa Greaves // Hubspot
- Part 5Internationalizing Marketing Automation — Marwa Greaves // Hubspot
Show Notes
-
02:03Bot marketing automation VS Email marketing automationEmail is outbound, while bots are inbound. As such, the approach or the tone should match each setting.
-
03:13How to figure out toneLet users know theyre talking to bot and give them the option to speak to a human. Your tone throughout your brand should remain consistent regardless of the channel being used.
-
04:42How to approach segmentation with botsYou cant think about segmentation with bots the same way you would email. With bots, theres less user PII. So you dont really know where they are with your business upfront.
-
06:23How to avoid user frustration with botsAlways provide the user with a way to control the interaction with the bot. Most people will have more than one query, so allow them to direct the interaction by giving them an out.
-
09:42When you should start automatingWhen you start automating depends on where you are with the business. Look at what you already have set up and work from there.
-
10:25Bot automation in a large versus small companyLooking at your repetitive customer-centric tasks is a good place to start for smaller companies. Large companies tend to start with processes that both save time internally and improve user experience.
-
12:57How to approach bot marketing automationBot marketing automation is primarily navigational. It should connect your visitor to what theyre looking for on your website.
Quotes
-
"We think of our bot marketing or our chat automation as an inbound channel, where email feels more outbound." - Marwa Greaves, Director of Marketing & Global Messaging, Hubspot
-
"We 100% let them know that they are talking to a bot and that at any point, if they would like to be handed off to a human, they can." - Marwa Greaves, Director of Marketing & Global Messaging, Hubspot
-
"The voice and tone, whether it's a bot or an email, should feel similarly to what you want your overall brand tone to be." - Marwa Greaves, Director of Marketing & Global Messaging, Hubspot
-
“You have to think about segmentation differently because theres less information when somebody engages with a chat bot, versus email.” - Marwa Greaves, Director of Marketing & Global Messaging, Hubspot
-
“If you can't measure the experience you're creating for your prospects, you're going to have a really hard time knowing if you're successful.” - Marwa Greaves, Director of Marketing & Global Messaging, Hubspot
-
“1 of the things that we've actually noticed since the pandemic is people's interactions with chat, over the phone has started to increase.” - Marwa Greaves, Director of Marketing & Global Messaging, Hubspot
-
“Build a system through marketing automation that not only saves our internal teams time, but also creates that delightful moment.” - Marwa Greaves, Director of Marketing & Global Messaging, Hubspot
-
“If somebodys on your site, theyre actively looking to do something and you need to be in the right place at the right time. I think a bot is the best way to do that.” - Marwa Greaves, Director of Marketing & Global Messaging, Hubspot
- Part 1How to figure out what to automate?
- Part 2Email Marketing Automation — Marwa Greaves // Hubspot
- Part 3 Bot Marketing Automation — Marwa Greaves // Hubspot
- Part 4Automating the Marketing & Sales Handoff — Marwa Greaves // Hubspot
- Part 5Internationalizing Marketing Automation — Marwa Greaves // Hubspot
Marwa Greaves
Hubspot
Up Next:
-
Part 1How to figure out what to automate?
Marwa Greaves, the director of marketing and global messaging at Hubspot, talks about how to build a more efficient marketing fly trap. There are many moving parts to consider when thinking about automation. So what should be your approach to this process? Today, Marwa sheds some light on how to figure out what to automate.
Play Podcast -
Part 2Email Marketing Automation — Marwa Greaves // Hubspot
Marwa Greaves, the director of marketing and global messaging at Hubspot, stops by for Marketing Automation Week. For this week, we’re looking at ways to build a more efficient marketing fly trap. Email is one of the most popular marketing channels to automate. Today, Marwa shares some best practices for email marketing automation.
Play Podcast -
Part 3Bot Marketing Automation — Marwa Greaves // Hubspot
Marwa Greaves is the director of marketing and global messaging at Hubspot. For marketing automation week, she discusses how you can build a more efficient marketing fly trap. It’s critical for your visitors to quickly locate information on your website and bots come in very handy for this. Today, Marwa explains how you can get started with bot marketing automation.
-
Part 4Automating the Marketing & Sales Handoff — Marwa Greaves // Hubspot
Marwa Greaves, director of marketing and global messaging at Hubspot continues the discussion on how to build an effective marketing fly trap. Having a bot on your website is just the first step. You also need to ensure that your prospects don’t just get led to a dead end. Today, Marwa talks about how to automate the marketing and sales hand-off.
Play Podcast -
Part 5Internationalizing Marketing Automation — Marwa Greaves // Hubspot
Director of marketing and global messaging at Hubspot, Marwa Greaves ends Marketing Automation Week talking about how to internationalize marketing automation. It’s about more than just translating language for different regions. Your automations also need to be inclusive to the different nuances of each culture. Today, Marwa concludes the conversation on how to build an effective marketing fly trap.
Play Podcast
