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The 3 best ways to use HubSpot chatbots on your website.

Posted by Ethan Fleming on Jun 7, 2018 12:01:47 PM

 

 

Customers prefer to contact businesses with chatbots

When visitors arrive on your website they’re often looking for a solution. Even with amazing marketing copy, some visitors will still leave before giving you any contact information to stay in touch with them. Chatbots offer an additional method for engaging with visitors and helps you connect with more potential customers.

According to Ubisend’s report, over 50% of customers would prefer to use a messenger application to speak with a business compared to phone or SMS.

In this article, you’ll learn how to use chatbots on three of the most important pages on your website. We’ll provide you with example prompts used by the most successful businesses, so you can learn what it takes to convert more of your website visitors into buyers.

 

Blog post pages: Tease content offers

You’ve spent a lot of time and money to create high value and relevant blog content, but many people will still click off of your website without subscribing or opting for a content offer. Getting contact information is crucial. When someone leaves your website it’s unlikely they’ll return and without that information you have no way of following up with them.

Chatbots can display content offers in a way that makes it intriguing for visitors to click and learn more. Once they’ve clicked, they’ll have the option to provide their email address in exchange for your content offers (or other offers). This kind of website chatbot will effectively work to generate additional leads your business might have lost otherwise.

 

Examples of prompts for blog post pages:

 

 

 

Once they click on a chatbot and indicate interest you can follow up with, “Great, what’s your email address so I can send that over to you?”

The goal of this bot is to get the email address while at the same time adding more value to your website visitors. From here, you can enroll them into a HubSpot workflow or automated email sequence to provide even more useful information. Nurtured prospects are about 20% more likely to turn into a sales opportunity.

 

Pricing, case study, or features page: Offer sales support

People who make it to the pricing page are likely very interested in your solutions. Visitors can get confused if they don’t understand your pricing structure or what’s included in your packages. If these questions go unanswered, the uncertainty can lead to people leaving the page without converting.

A chatbot can help save some of those leads by offering to address their concerns in a non-threatening and convenient way. The bot can also connect people with a sales professional. Below are some example prompts you can use.

 

Examples prompts for pricing and feature pages:

 

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Example follow-up script:

  1. Would you like to see what [your product] would look like for your business/person?
    • Yes
    • Not interested
  2. Sweet! Would you like to speak with a member of the sales team?
    • Schedule a Q&A
    • Schedule A Demo
    • No
  3. Ok great, I’ll send you a meeting invite, what is your email?
    • (Visitor enters email)

 

This gives the prospect the option to choose how they want to interact with the sales team. It also provides a reason for capturing the email address.

 

Homepage: Help visitors navigate your site

Websites can sometimes be time-consuming and difficult to navigate. This is especially true if your website navigation layout isn’t well optimized. If visitors don’t find the answer quickly it may cause them to get confused and possibly leave your site with a low chance of a return visit.

That’s why it’s important to use chatbots as a point of contact for answering questions. This is the same reason retails stores will have someone greet you and let you know they can answer your questions if you need help. When a customer does have a question, you can help address a concern and hopefully win the sale.

 

Examples prompts for the homepage:

 

 

 

 

 

Bonus: How to personalize chats with MQLs & SQLs

MQL (market qualified lead) and SQL (Sales qualified lead) is a type of lead that’s already been qualified. You can use more aggressive messenger prompts for qualified leads. You also have the advantage of using known contact properties to make the message more personal. This is a great strategy for turning highly engaged leads into customers.

Example prompts for qualified leads:

  • How much does [Company name] typically spend on [your product/service]?
  • 40% of (Industry) companies said [Important topic] is important this year. How are you going to address this at {Company name}?
  • Hey [Name], I noticed you bought [something they bought], you may benefit from [relevant upsell].

 

Learn to build your chatbot with 3 simple steps


Chatbots are a new and exciting technology that has big potential to increase the leads generated by your website. Like any innovative technology, early adopters will benefit the most.

So what are you waiting for?

Sign up for our free chatbot webinar to learn how to build your website chatbots in 3 easy steps.

You'll learn how to:

  1. Choose the right chatbot for your business website with one simple question
  2. Write your first conversation or message sequence fast
  3. Hand off your hot leads to sales people when prospects are ready to talk

 

 

 

 

 

 

 

Topics: Sales Enablement, sales and marketing alignment, Inbound, HubSpot Products, Chatbots

A Marketer's Guide to Sales Enablement with Kyle Jepson

Posted by Elena Chow on Apr 24, 2018 10:27:59 AM

 

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“If we transfuse a marketer’s expertise into a sales organization, that’s where magic happens”  Kyle Jepson

As marketers or salespeople, we’ve all come at odds with aligning both dimensions at some point. It’s often a notorious and complex relationship. To set marketing and sales teams up for success, it’s wise to take key steps and make sure a system is put in place for a consistent and seamless customer experience.

In this month’s HUG, Kyle Jepson from HubSpot taught us how to align marketing and sales together by defining a robust definition, having transparent accountability, developing sales-focused content and leveraging three kinds of strategic support. In his presentation, Kyle helped us explore beyond enablement to make marketing part of the sales’ solution.

Kyle covers:

  • 4 “Smarketing” insights
  • A Lead Qualification Matrix
  • A Content Matrix
  • Service-Level Agreement

Check out the presentation to get granular into the Marketer’s Guide to Sales Enablement:

Reminders:

  • Did you enjoy the HUG meetup or have any ideas for the next one? Look out for an Austin HUG survey coming to your inbox to tell us your feedback, questions and suggestions.
  • Join our Facebook group, where we share tips and advice, post job openings and share insights with other HubSpot marketers in Austin.
  • Come out to our next meeting on August 9th! Stay updated in this space or on our HUG FB group.

Topics: Sales Enablement, sales and marketing alignment, Meeting Recap

Tune Up Your Sales and Marketing Goals

Posted by Carrie Koos on Aug 25, 2017 11:00:00 AM

 

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Marketing and sales alignment is a common problem businesses face. How do you achieve marketing and sales alignment goals for your business? Once you reach those goals, how do you maintain a healthy relationship betweens those teams in a growing company? 

 

Adam Singh, Online Marketing Manager at ShipStation, has helped multiple companies work toward marketing and sales alignment. At this month's HubSpot User Group, Adam shared his experience and tips for implementing a marketing and sales alignment plan from what's he learned along the way.

 

Some tips Adam shared include:

 

Make a data dictionary

A big part of the disconnect between sales and marketing comes from miscommunication. Let's say your marketing team defines a subscriber as someone who provides an email address or subscribes to the blog, but sales defines a subscriber as someone who signs up for your service. Those are two very different things. Without having a company-wide definition, you're going to have some issues understanding where someone is in the funnel.
 
To combat this, Adam recommends making a data dictionary. Go through every stage your prospects go through—from first touch with your company to becoming a customer. Define what happens and 'who" they are when that happens (Marketing Qualified Lead, Subscriber, etc). 
 

Conduct customer interviews

You want to understand your personas, and you've probably put a lot of effort into finding out about their pain points, preffered methods of communication, and more. If you want to know more about potential customers, you have a great resource available to you: your current customers.
 
Reach out to your customers for interviews. Ask where and how they found your company, what motivated them to take an action like try a free trial, and what made them decide to be a paying customer.  
 

Pro tip:

Adam's team at ShipStation pooled together the most common questions people have before signing up for a free trial with ShipStation. They took these questions and answers and put them in an FAQ on a landing page. Having the FAQs alongside the free trial sign-up form helped prospects overcome objections to the trial—and they saw a big increase in conversions!
 

Check out the deck below for the full presentation!

 

 

Q&A

Some of the questions after Adam's presentation:
 
How often would you recommend revisiting the SLA? 
That depends on what kind of growth your company is experiencing. 
 
What is the top metric your marketing and sales teams care about? We want to know where our paid customers are coming from—paid social? Organic? We look for information that tells us where we need to invest time and money in order to get paying customers. 
 
Are there any common areas of cultural disagreements that you see in the different companies you've worked with for sales and marketing alignment? It varies by company. The most important thing is to take the initiative and build relationships. Show the teams you're interested in helping them hit their goals. If you're taking their time, that's time away from them working on goals. You need to show you're invested in them as people and their time. 
 

Coming up next for the Austin HUG:

  • Inbound2017 is September 25-28, 2017. See you in Boston!
  • October HUG Meeting: The Best of Inbound on October 26, 2017 at the Flying Saucer
 
Join us at the next HubSpot User Group
 

Topics: Meeting Recap, sales and marketing alignment

How to be a Hero to Your Sales Team

Posted by Carrie Koos on Mar 24, 2017 1:56:35 PM

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This month, we had the extra special privilege of having HubSpot legend David Weinhaus join us for our HubSpot User Group to talk about sales enablement. If you're in marketing, you've probably heard the term, but not all of us actually know what it means. David, resident sales enablement expert, explains it this way:

 

Sales enablement is marketing helping sales do their jobs better through content, training, and analytics.  

 

David walked us through both sides of the relationship between marketing and sales and how we need each other to do our jobs well. Through some simple sales enablement solutions, we can provide valuable support to our sales teams.

 

Learn more in David's full presentation below:

 

Save the date for these upcoming HUG events!

 

HUG Meet-ups at the Flying Saucer:

  • April 27: “Facebook ads: your inbound program’s secret weapon” with Parker Short of Jaxzen Marketing
  • May 18: “How to recruit, hire, and develop top inbound talent” with Brad Voeller of Digital Creative Institute
  • June 22: Building your email list with Jenna Fortunato of JustUno

Special Half-Day Workshop Event: 

  • April 20: Pillar Content Creation Framework Workshop with HubSpot's Justin Champion (get tickets!)

 

Austin HubSpot User Group content workshop

 

Topics: sales and marketing alignment, Sales Enablement

Keeping it in sync: how to plan your next HubSpot integration

Posted by Carrie Koos on Feb 24, 2017 11:30:00 AM

 

 

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In business, we all find ourselves looking for ways to be more productive and efficient as well as improve our collaboration with team members. This month, we had Austin HUG member, Nina Hendricks of TruJay Group present about HubSpot integrations and how they can help your team reach its goals. 

 

Trujay Group integrates and migrates data for businesses with the primary goal of making sure data is available when and where needed. They deliver quality integrations between all of the market leading systems and partner with Bedrock Data, Dell Boomi, Workato, and Scribe to automate ongoing data and product integration needs. 

 

In their presentation, Nina and her colleague Tyler McCombs share tips on when and why to consider using integrations for your business, best practices for implementing a new integration, and some interesting use cases they have seen with HubSpot integrations for inbound marketing and sales teams. 

 

 See their presentation below:

 

 

Save the date for these upcoming events!

March 23: “How to be a hero to your sales team” with David Weinhaus from HubSpot

April 20: “How to recruit, hire, and develop top inbound talent” with Brad Voeller of Digital Creative Institute

 

Join us at the next HubSpot User Group

 

If you're interested in sharing your expertise about inbound marketing, sales, or HubSpot that will help promote the mission of our group, please email Kelly for more information about presenting at an upcoming meeting.

 

Topics: Meetings, Meeting Recap, HubSpot Products, sales and marketing alignment