Lead generation is the ultimate discipline of online marketing. It is not only important to draw the attention of an interested party to your company, but also to turn the interested person into a potential buyer. An interested party qualifies as a lead if they provide the company with their data (e-mail address, telephone number, etc.) for further interaction. They thereby express an increased interest in buying the product or service.
The challenge for companies today is to convince potential customers of their product. Whereas it used to be possible to generate qualified leads mainly by cold calling on the phone, companies today have a range of different communication channels at hand. Addressing consumers in their direct environment has never been easier – and more difficult at the same time. After all, a multitude of apparently identical offers, complex sources of information and the fear of data misuse make potential prospects cautious.
The buying process usually encompasses several touchpoints until a customer makes the concrete purchase decision and approaches the company. The customer not only obtains comprehensive information about the product’s features, benefits and price, but factors such as the customer relationship and the buying experience also influence the purchase decision. It is therefore important to reach the prospective customer during his customer journey to place the product without being too intrusive.
Take advantage from the Customer Journey – thanks to Chatbots
Customers want an individual approach and personalised content – which is part of a complete shopping experience. It builds trust in the company and reduces the mistrust of data transfer. This is exactly where the use of a chatbot is recommended. With the help of a chatbot, the customer journey can be used efficiently for marketing and sales purposes and lead generation runs itself.
The following examples will show you what possibilities a chatbot offers for targeted lead generation:
Lead Funnel with Facebook
“Those who do not solve problems should not be surprised that nobody is interested in the offer” (Peter Savchenko)
Let’s say a user gets an advertisement in his Facebook feed that arouses his interest, based on his social media behaviour. He clicks on the CTA and the dialogue with the chatbot starts automatically. Thanks to Natural Language Processing (NLP) – a branch of Artificial Intelligence (AI) – chatbots can process, read and react to human language. Thus, a chatbot can pick up the consumer and send the right information at exactly the point where the consumer is located on their customer journey.
After a short introductory interaction, the user is guided unnoticed through a predefined questionnaire to receive an adapted product offer according to his answers. The funnel enables the user to obtain and evaluate relevant data in a smart way through specific answer options in the form of buttons or quick answers. Due to the personalised content that the user receives, interest is increased and the user passes on his data to the chatbot.
Via a CRM interface, this information is stored in real-time and is available to the sales team for further acquisition activities.
Jackpot thanks to Chatbots: a lead was generated automatically!
Retargeting – how a cold lead becomes a hot lead
What happens if there was already a point of contact with an interested party but it has not yet been enough to produce a qualified lead? Here too, the use of a chatbot pays off. Let us take a look at the following example.
During a Facebook chat, the company was able to use a chatbot to find out that the user Peter likes outdoor activities. Unfortunately, their online shop for sneakers could not offer a suitable article at that time. But now the perfect hiking boots are available in the assortment. Now the chatbot can send an update on the new product. If there are any questions, the chatbot can also answer specific information thanks to stored data from the product catalogue:
Peter: “Are the shoes waterproof?”
Chatbot: “Yes, the shoes are waterproof.”
Peter: “How heavy are they?”
Chatbot: “The shoes weigh 445 grams.”
Peter has clicked on the link to the product, but the purchase has not yet taken place? No problem for the chatbot: After 48 hours the bot automatically sends a discount code “OutdoorSpecial” with a 10% discount.
Lead generation in customer service
If the interested party has already made it to the company’s website but does not find the information he is looking for within a short time, the prospect quickly loses interest. A potential lead that is practically already at the door knocking – too good to lose it. A live chat is the best way to actively welcome the interested party on the site and ask them about the intention. This promotes customer proximity and the invisible barrier for the interested party to get in contact with the company disappears.
But who answers the countless inquiries of the website visitors? Customer service representatives want to deal with individual customer enquiries, take time for them and not always answer the same questions. The integration of a chatbot can help here and act as an additional colleague who takes over the repetitive requests.
With the help of artificial intelligence, the chatbot can find out what the prospective customer needs through a predefined process. For example, if the user is looking for a suitable mobile phone contract, first general and then increasingly specific questions can be used to classify the user into the correct contract category. At the end of the process, the potential customer is presented with information about a mobile phone contract that is specifically tailored to his or her requirements and thus provides added value without having to search the website for a long time.
Congratulations: The lead is yours! After the preliminary work of the chatbots, customer service can now take over.
Lead generation through a lottery
A common method of lead generation in marketing is the lottery. The integration of a chatbot is simple and efficient here. The given answer options are displayed as buttons. Due to the intuitive and quick operation, participation is no obstacle for the user, which increases the conversion rate. Entertaining image and video formats can be integrated for better user experience. Personal data is collected at the end of the competition.
WIN-WIN: The user has the chance to win a great prize and you have won a lead.
Lead generation through themed bots (based on the Corona Chatbot)
By using topic-specific chat offers on the homepage, information can be transported to interested parties or customers in a targeted manner. Thus, a chatbot can be programmed on current topics to help companies, employees and customers find relevant information. The provided content creates valuable added value.
Using the example of the Corona Chatbot of e-bot7, the chatbot informs about current figures, data and facts and uses information from official sources (WHO, Robert Koch Institute, etc.). The information is constantly updated and at the same time, the need for further information is requested.
The use of themed chatbots enables an enormous reach and the possibility to generate new leads due to their topicality. After entering the data, the prospective customer receives the latest information directly on his smartphone – as WhatsApp, e-mail or via app.
The use of chatbots for lead generation is versatile and can support the marketing, sales and customer service teams. Repetitive and inefficient tasks are handled automatically by the chatbot and potential customers are scalably converted into hot leads.
Do you want more success stories for the use of chatbots?