Regardless of whether a customer has questions about a software license extension, needs help with a contract, needs support for machine maintenance or is simply interested in a solution and has questions about it. Conversational marketing allows you to have a real-time dialogue with customers and interested parties. Especially in the B2B sector, there are moments when people want help and answers in a simple and straightforward way. And when the chatbot reaches its limits, live chat can step in. According to a study, 32% of users would use a chatbot to get an answer to a question and 29% to get information (source: Drift).
People who influence purchases are particularly open south korea phone number list to this type of communication today. People of Generation Y and Z in particular are used to communicating via messenger rather than picking up the phone. And it is precisely these generations that play a key role in the purchasing process. Today, around half of the people who influence purchases in the B2B buying center are under 34 years old (source: Google/Millward Brown). B2B marketing means speaking the language of the target group.
B2B marketing also means speaking to the target group in the way and place they want. And digital channels are now the first choice here.
The larger the target market of a B2B company and the more heterogeneous the target persons in the customer groups, the more potential conversational marketing has for the company's own brand.
The smaller the target group and the higher the investment in the B2B segment, the lower the potential of conversational marketing.
Conversation Ads speak directly to customers
In addition to live chats that can be combined with chatbots, classic messengers also play an important role in conversational marketing. This category of conversational marketing includes, for example, LinkedIn's Conversation Ads. These ads can be used to address target groups directly via a message in the inbox and initiate a dialogue. There are also "Messenger Ads" on Facebook and Instagram.