Conversational Marketing: The Future of Customer Experience is Here

Written by Ilan Kasan

Co-founder and CEO at

Oct 29, 2020

In today’s digital world, businesses need to provide the best buyer experience to stay competitive.

That’s where conversational marketing comes in – it offers a more human approach to marketing by leveraging real-time conversations to build relationships with potential buyers and customers.

But, there is something even more important! 

Conversational marketing is not just a trend – it’s a shift towards more customer-centric engagement that is here to stay.

Here, we are going to provide you with a comprehensive understanding of conversational marketing. We will cover: 

  • Key benefits of conversational marketing 
  • Key characteristics 
  • Strategies for implementing it in your business 

So, whether you’re a marketer or a sales professional, let’s dive into conversational marketing!

How conversational marketing drives business growth? 

Nowadays, it’s more important than ever for brands to connect with their desired audiences in a personalized and engaging manner. 

Conversational marketing provides a more streamlined path from initial contact to conversion by offering multiple channels for buyers and customers to engage with a brand. 

Its importance is also reflected in the fact that conversational marketing allows for a more personalized experience, tailored to each customer’s unique communication style. 

As a result, businesses are experiencing improved results in terms of lead capturing and conversion rates. By adopting a conversational marketing approach, brands can successfully engage with their audiences and stay one step ahead of their competitors.

Conversational marketing has the power to revolutionize the way businesses interact with their customers and ultimately drive growth. 

Here are some key benefits of conversational marketing that can help your business thrive:

  • Better customer/buyer experience
  • Speeds up lead engagement
  • Personalized recommendations for customers
  • Conversational marketing shorten the sale cycle
  • Increased efficiency through automation

1. Conversational marketing provides a better customer and buyer experience

With the advent of conversational marketing and its utilization of AI virtual assistants, customer experience has reached new heights. 

One major factor contributing to this is the 24/7/365 availability of AI virtual assistants, which allows for immediate interaction with buyers. 

By engaging with prospects in personalized conversations, sales, and customer experience teams deliver a more human touch to the sales process, creating a better customer experience overall. 

With conversational marketing, businesses can build relationships based on trust, empathy, and understanding. 

This approach has proven to be more effective at converting leads into customers as it provides an opportunity to address their questions or concerns immediately.

2. Accelerate lead engagement with conversational marketing

Conversational marketing enables businesses to establish a direct line of communication with their prospectss, which leads to faster response times, increased engagement, and ultimately, more conversions.

By providing real-time interactions through email, chatbots, and SMS, marketers can engage with potential leads in a timely and personalized manner. 

3. Personalized recommendations for your customers

With conversational marketing, businesses have the opportunity to foster personalized relationships with their customers by delivering relevant resources that align with their interests and business needs. 

This approach allows chatbots to capture website visitors, engage with them and provide them with more information they may need in order to take an action, rather than dropping them completely. 

Furthermore, through these conversations, businesses can gather valuable insights that can inform the customer’s buying journey

Insights such as cross-selling and upselling abilities for existing customers can be unlocked using personalized recommendations. 

4. Effective emails lead to increased conversions

One of the key challenges associated with this type of marketing is the need for a two-way form of communication. 

Unlike traditional email marketing tools that only send out one-way emails to potential customers, conversational marketing relies on the use of virtual assistants with email addresses that allow users to interact and engage with the brand. 

The result is a much-improved user experience that leads to higher levels of engagement, better nurturing, and ultimately, increased conversions. 

By leveraging conversational marketing, businesses can create a more personalized and engaging experience for their customers, leading to greater success in the long run.

5. Conversational marketing increases efficiency through automation

While the human touch is essential to building meaningful relationships, automation has proven to be a game-changer in enhancing efficiency and scalability. 

Using chatbots and AI-Sales assistant platforms, businesses can effectively handle a high volume of conversations with prospects in real time. 

The benefits of automation extend beyond just saving time – it also allows sales representative teams to focus on more complex inquiries and strategic initiatives. 

Cohesion between Conversational Marketing and Inbound Marketing

Marketers are constantly seeking innovative ways to attract and engage with prospects and customers.

Two strategies that complement each other and work well together are conversational marketing and inbound marketing. 

Conversational marketing and inbound marketing are highly cohesive and complementary strategies that work together to enhance user engagement, drive conversions, and foster relationships with leads and customers.

By leveraging the power of conversation to attract and engage with potential buyers, and retain customers while coupling it with a customer-centric approach to marketing, brands can create a seamless user experience that fosters trust and loyalty. 

Ultimately, the cohesion of conversational marketing and inbound marketing enables marketers to stay ahead of the competition while delivering genuine value to customers.

Strategies to utilize conversational marketing and a way to automate it

Conversations can happen through various channels – voice, email, chatbots, and more. However, managing these conversations can be time-consuming. 

As such, businesses are looking for ways to automate the process. Automation helps ensure that response times are fast, consistent, and personalized. 

With the right automation tools, businesses can also track customer interactions and gain insights into how to improve their conversational marketing strategies. 

Here are some generalized strategies you can implement to effectively utilize conversational marketing.

1. Understand customer pain points, needs, and preferences

By analyzing enormous amounts of data, AI can help you identify the most common pain points experienced by your customer base. 

Additionally, with real-time tracking of customer responses to automatic email replies or chat and messaging conversations, AI provides a unique opportunity for bot “training” to improve the accuracy of dialogues over time. 

The result is faster issue resolution and positive customer experiences that build brand loyalty. 

All in all, implementing conversational AI should be a high priority for any business that wants to deeply understand and serve its customers.

2. Personalize conversations

It is important to tailor your conversations to the individual needs and preferences of your audience. 

By gathering relevant information during conversations or through data collection, such as past purchases or browsing history, you can provide personalized recommendations, targeted offers, and relevant content that resonates with each customer. 

This not only creates a more engaging experience for the customer but also increases the likelihood of a successful conversion. 

Finally, by using a personalized approach, you can show your customers that you value their business and are dedicated to meeting their unique needs.

3. Scale business intelligently without scaling your team

As companies scale, so too does the need to expand their team. This can often be a costly and time-consuming process. 

Fortunately, with the advent of conversational AI, businesses now have the ability to scale intelligently without the need to expand their team. 

By employing chatbots and other conversational AI tools, companies can maximize their output while minimizing their workforce. 

AI can be trained to learn new languages at an incredibly fast pace, allowing companies to expand their reach to audiences globally, making communication with customers seamless and efficient. 

As businesses continue to look for innovative ways to scale, incorporating conversational AI is becoming an increasingly attractive option.

Conversational marketing AI

Let’s go one step further!

Conversational AI is an advanced form of artificial intelligence that leverages both machine learning and natural language processing (NLP) to engage in human-like conversation. 

Unlike chatbots that rely on pre-programmed responses from a static database, conversational AI can analyze human speech and learn from past interactions to provide more personalized and dynamic responses. 

Whether you opt for chatbots, virtual assistants, automated email communication, or a combination thereof, conversational AI can enable a more interactive and engaging customer experience.

Moreover, incorporating Conversational AI into your business strategy can provide a personal touch that potential buyers are likely to remember. 

Surveys revealed that 84% of customers value being treated like a person rather than a number when it comes to winning and retaining their business. 

What’s even more amazing: Most leads and customers may not even realize they are communicating with AI virtual assistants. 

Exceed AI may be just what your business needs in order to take its customer engagement game up a notch. 

Go ahead and give it a try and book a demo today.

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