Conversational marketing tactics — Rachel Leist // HubSpot
- Part 1Saas Demand Generation Playbook — Rachel Leist // HubSpot
- Part 2Email marketing guidelines for Saas businesses — Rachel Leist // HubSpot
- Part 3 Conversational marketing tactics — Rachel Leist // HubSpot
- Part 4Marketing automation rules for Saas business — Rachel Leist // HubSpot
- Part 5Finding the line between sales & marketing in Saas — Rachel Leist // HubSpot
Show Notes
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02:26Engaging customers with conversational marketingPeople would rather interact with chatbots than other humans because their questions are answered faster. Human support should still be an available option.
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03:55Why a robot experience is preferredBots are optimized in terms of solutions to people's most frequent and biggest challenges. This means they spend less time looking for a solution.
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05:03What bots are used forSupport, site navigation, and surface content. Bots also help with directing customers to human support agents.
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06:27How to make bots more usefulWhen bots succeed, speed is the factor. You need to have a back up plan for bot failure and ensure the experience is seamless.
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07:23Conversational marketing and bot experiencesBots help with the creation of personalized and targeted experiences. This is due to being able to pull on knowledge gained from previous customer interactions.
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08:12Transparency in conversational marketingIt is important to let people know when they are speaking with a bot. Equally important is letting the customer know that theyll get a more personalized experience from human support.
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08:55Bot experience performance metricsWeb traffic, engagement levels based on chat placement, and NPS score. Performance is also tracked based on problem resolution and sales conversions.
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10:23Conversational marketing vs email marketingEmail will reach more people, from a conversion rate perspective. However, when a person seeks out a website and starts chatting, this indicates higher intent.
Quotes
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"We make sure that when someone wants to chat with us, they are greeted with a bot first. We do that because people are more likely to interact with a bot as the first line than a human." -Rachel Leist, HubSpot, Snr Director of Marketing
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"We ran experiment after experiment and people want to be greeted with a bot, because their questions are very easily answered that way." -Rachel Leist, HubSpot, Snr Director of Marketing
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"For people coming to interact with our chat, they've found that it's solving their problems quickly because we immediately surface some of the answers to questions they have." -Rachel Leist, HubSpot, Snr Director of Marketing
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"We've optimized around making sure people can get a response in less than 20 seconds. Even if you have to wait 10 seconds, you're not going to wait. You're going to leave." -Rachel Leist, HubSpot, Snr Director of Marketing
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"For a human support agent to grab the right article, put it in the chat, and send it to you, takes at least 20 to 30 seconds. A bot can get you that answer almost immediately." -Rachel Leist, HubSpot, Snr Director of Marketing
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"You need to always think about when the bot fails, what your backup plan is, and make sure that backup plan is seamless." -Rachel Leist, HubSpot, Snr Director of Marketing
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"When the bot succeeds, speed is the factor. Everyone wants more time. Everyone wants something speedy." -Rachel Leist, HubSpot, Snr Director of Marketing
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"If we have information about someone chatting with us already, we can give them a different experience based on prior conversations and prior actions they've taken." -Rachel Leist, HubSpot, Snr Director of Marketing
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"The most important thing when you're using conversational marketing is to be transparent about someone being a person versus a bot." -Rachel Leist, HubSpot, Snr Director of Marketing
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"From a conversion rate perspective, email will reach more people. With conversational marketing, you are choosing to chat. So there's a couple decision points that indicate higher intent." -Rachel Leist, HubSpot, Snr Director of Marketing
- Part 1Saas Demand Generation Playbook — Rachel Leist // HubSpot
- Part 2Email marketing guidelines for Saas businesses — Rachel Leist // HubSpot
- Part 3 Conversational marketing tactics — Rachel Leist // HubSpot
- Part 4Marketing automation rules for Saas business — Rachel Leist // HubSpot
- Part 5Finding the line between sales & marketing in Saas — Rachel Leist // HubSpot
Up Next:
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Part 1Saas Demand Generation Playbook — Rachel Leist // HubSpot
Senior Director of Marketing at HubSpot, Rachel Leist, explains how to level up your SaaS marketing game. From startups to well established companies, the aim is consistently attracting new customers. With the pandemic still ongoing, the strategies companies decide to use will ultimately determine their level of success. Today, Rachel talks about the SaaS demand generation playbook.
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Part 2Email marketing guidelines for Saas businesses — Rachel Leist // HubSpot
HubSpot’s Senior Director of Marketing, Rachel Leist, looks at the power of email marketing. Email marketing is an important aspect of building an effective SaaS marketing strategy. Whether you’re using it as a transactional or nurturing tool, you want your content to be compelling. Today, Rachel discusses email marketing guidelines for SaaS business.
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Part 3Conversational marketing tactics — Rachel Leist // HubSpot
Senior Director of Marketing at HubSpot, Rachel Leist, looks at growing a SaaS business. Time is a precious commodity. That could explain why studies show a preference for bots over human support for quick responses. It’s worth exploring the benefits that come from using bots on your website. Today, Rachel talks about conversational marketing tactics for the growth of SaaS businesses.
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Part 4Marketing automation rules for Saas business — Rachel Leist // HubSpot
Senior Director of Marketing at HubSpot, Rachel Leist, explores marketing automation. While setting up automation takes a while, the benefits are boundless. From scaling your time to overall business growth, it’s no wonder many businesses are making use of automation technology. In today’s conversation, Rachel discusses marketing automation rules for your SaaS business.
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Part 5Finding the line between sales & marketing in Saas — Rachel Leist // HubSpot
Senior Director of Marketing at HubSpot, Rachel Leist, wraps up discussions on leveling up your SaaS marketing game. Finding the right balance between marketing and sales can be a complex task. However, it is critical that marketing and sales strategies are aligned in the modern marketplace. Today, Rachel looks at finding the line between your sales and marketing teams when marketing to SaaS businesses.
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