Conversational Marketing is the definitive guide to generating better leads and closing more sales. Traditional sales and marketing methods have failed to keep pace with the way modern, internet-savvy consumers purchase goods and services. Modern messaging apps, which allow for real-time conversations and instant feedback, have transformed the way we interact in our personal and professional lives, yet most businesses still rely on 20th century technology to communicate with 21st century customers. Online forms, email inquiries, and follow-up sales calls don’t provide the immediacy that modern consumers expect. Conversational marketing and sales are part of a new methodology centered around real-time, one-on-one conversations with customers via chatbots and messaging. By allowing your business to communicate with customers in real time—when it’s most convenient for them—conversational marketing improves the customer experience, generates more leads, and helps you convert more leads into customers.
Conversational Marketing pioneers David Cancel and Dave Gerhardt explain how to:
- Merge inbound and outbound tactics into a more productive dialog with customers
- Integrate conversational marketing techniques into your existing sales and marketing workflow
Face-to-face meetings, phone calls, and email exchanges remain important to customer relations, but adding a layer of immediate, individual conversation drives the customer experience—and sales—sky-high.
From the Inside Flap
In the past twenty years, there has been a radical shift in the way consumers buy goods and services. Today’s customers buy on demand and in real time. They expect answers now. The traditional way of marketing and sales has lost touch with the way consumers want to buy.
Conversational marketing gives companies the power to grow their business by connecting now with the customers who are interested now—not later. The book explains how to create compelling, real-time conversations that will engage customers, shrink the sales cycle, and improve bottom line results.
For those new to sales and marketing, Conversational Marketing explains what it takes to capture, qualify, and connect with leads on their websites through real-time conversations, and why this approach creates happier customers and generates more revenue. More experienced professionals will gain a deeper understanding of how today’s customers prefer to buy and will discover new strategies and tactics that have been missing from traditional marketing and sales approaches. Author David Cancel, CEO of Drift, explains how to merge inbound and outbound tactics into a more productive dialogue while generating quality leads and shorter sales cycles. He also shows how to integrate conversational marketing techniques into a company’s existing sales and marketing workflow. Conversational Marketing is filled with the innovative tools and proven approaches that marketers and salespeople need to succeed in an increasingly dynamic business environment. The era of following up later in sales and marketing is over: welcome to now.
From the Back Cover
“There is no one who understands the needs of modern marketers and salespeople better than David Cancel.”
—MIKE VOLPE, CEO, Lola.com and Former CMO at HubSpot
“[Conversational Marketing] is a must-read for all software-as-a-service (SaaS) and business-to-business (B2B) companies, as well as for anyone who wants to stay on the cutting edge of marketing and sales, and bring their business into the now.”
—HITEN SHAH, co-founder of Crazy Egg, KISSmetrics and FYI
“For marketing and sales teams looking for a faster path to revenue, this is the modern playbook to follow.”
—JEANNE HOPKINS, CMO, Ipswitch
“The future of marketing and sales will be about making customers deliriously successful, and this book provides the tactical advice businesses need to make that happen.”
—PAT GRADY, Partner, Sequoia Capital
“David’s book should be required reading for anyone in marketing and sales today.”
—MARK ROBERGE, Senior Lecturer, Harvard Business School, Former SVP of Sales and Services at HubSpot