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How HubSpot Built a World-Class Conversational Marketing Program

April 02, 2020

By Connor Cirillo

Over the last few years, HubSpot’s audience has gotten chatty. Chatbots and live chat became some of the most popular ways to reach HubSpot and the humans here. For years, prospects have wanted to ask questions and get direction while navigating the website.

In the past, we met this need with live chat that handed off to “coaches”. These coaches answered questions about pricing and features; they also helped free users better use their tools. Demand on this channel grew faster than our ability to hire coaches, so we scaled our live chat programs with chatbots.

Those chatbots triaged, qualified, and routed prospects to the right team or content resource. Over time, we found that folks who engaged with chat used the product more often than those who didn’t. Here’s what we did about it.

Reducing Chatbot Friction

Above all else, our goal was to create a remarkable customer experience with conversational marketing. Enabling prospects to cut through the noise and ask for help in their own words removed friction in the flywheel.

We believed — and still do — that it’s always easier for users to see value in the free tools they’re using. This came from our deep belief that “how you sell is why you win”. Growing businesses often have to juggle dozens of tools, but don’t often have the opportunity to ask questions about how to use them together.

Ambitious businesses deserve great software and experiences to power it.

Aligning Marketing, Sales, and Chatbot Technology

The hardest part of conversational marketing isn’t the technology — it’s the empathy and alignment that takes lots of time and energy to get right. To solve this, our marketing and sales teams met to understand the start-to-finish chat experience.

It was interesting to see how two departments viewed the same situation through varying lenses. Marketing gained empathy for how Sales handled conversations, including repetitive processes.

Sales came to appreciate what chatbots could do to make their lives easier. From there, both departments came up with shared metrics that aligned us around a holistic customer experience.

Here are some that may apply to your business:

  • Deflection rate: the % of engagements with chatbots that don’t reach a human.
  • Handled chats: the # of conversations that coaches have with prospects.
  • Pass rate: the % of handled chats that are a good fit for sales.
  • Customer Satisfaction (CSAT): the % of bot and human engagements that prospects marked as positive.

These shared metrics gave Marketing a better sense of which types of chats — and how many — should or shouldn’t reach the coaches. They could build tasteful conversational experiences that sifted incoming messages.

Standard questions could be self-served, and nuanced ones could escalate to coaches. This approach created a more delightful interaction for the humans on either side of the screen. Users didn’t have to wait for a human to answer documented questions, like “How do I add a user …read more

Source:: HubSpot Blog