Chatbots: how to automate lead generation

Chatbots: how to automate lead generation

Over the years, B2B companies have used a variety of tools and solutions to improve their sales funnel and support their customers. One such solution is the chatbot, a real breakthrough in the content marketing industry for B2B, helping businesses in their efforts to provide a safe, well-communicated and efficient experience. Chatbots are now becoming an essential tool for engaging potential customers and improving the customer experience.

Advantages and characteristics of chatbots for business

The constant development of artificial intelligence is causing chatbots to become not just another add-on to improve the customer experience, but a tool to transform the very way brands and individuals interact digitally and physically. Moreover, chatbots have dramatically reduced the need for human resources through the ability to provide personalized responses, contextual interfaces and intelligent virtual assistants, thus saving the company money.

Some of the most important areas in which chatbots can be truly beneficial to businesses include:

  • Speeding up sales processes,
  • creating a more reliable, streamlined and automated email management system;
  • Providing a well-functioning and high-quality customer support.

With the competent implementation of the bot, B2B companies can expect not only to increase their sales, but also to improve the cycle of interaction with customers, and their retention for a long period of time.

It's also important to note that chatbots are considered an effective lead generation tool because they provide an intuitive interaction platform for users looking to get answers to questions they have or to enter into a business relationship. The benefits of chatbots for business will be discussed in more detail below.

1. Chatbots harmoniously complement email communication

According to experts at the Develux outsourcing agency, email marketing automation offers tremendous opportunities in B2B. It provides a personalized and targeted approach to lead generation, and is known to B2B marketers as one of the best tools for converting leads into real customers. However, Develux also claims that the site's chatbot can do all the same thing twice as fast without requiring much human control.

2. Chatbots can qualify leads almost instantly

Chatbots can offer users a much better experience and decent results from an early stage. Organizations are now using them to promote their content, build brand awareness, engage potential customers and refer them to the sales team. No longer is it necessary to spend time figuring out a customer's email address, sending emails and waiting a long time for a response to trigger a business communication. Instead, a company can take advantage of available chatbot tools that allow them to customize their initial lines and redirect users to the official channel. Facebook Messenger and WhatsApp for Business are great examples of how interactive and easy-to-learn chatbots can be used to qualify leads almost instantly.

3. Chatbots enhance the customer experience in B2B

Today's customers are more inclined to exchange instant messages. Already, many spend most of their time communicating remotely with work colleagues, for example on their channel in the messenger Slack. More and more people are using iMessenger or WhatsApp to contact others than face-to-face communication.

Not surprisingly, this trend is reflected in the B2B sphere as well. A recent survey conducted by Twilio showed that nine out of ten customers prefer to use messaging to communicate with business representatives.

4. Chatbots improve return on investment (ROI)

It's worth noting that companies are seeing a tangible return on investment in chatbots. For example, Movistar, one of the largest telecom companies in Spain and Latin America, increased customer loyalty by 80% and reduced costs by 30% after implementing an AI-powered customer service solution. So how to achieve such successful results?