How to sell conversational marketing to your boss

Need some help selling Conversational Marketing? Here are 8 steps to convince your team it's a smart investment.

Kimberly Powell
Kimberly Powell
April 7, 2020
min read
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Having valuable conversations with your qualified website visitors truly changes the game. Conversational Marketing helps your company generate new leads, move open opportunities through a sales cycle, and amplifies your account-based marketing (ABM) efforts.

But... Conversational Marketing is relatively new. Yes, your boss might understand that conversations are what drive sales, but they may be hesitant to invest in new technology that can make these real-time conversations happen.

You understand how much Conversational Marketing would improve your sales strategy, but your boss may still be in the dark. Thankfully, it’s not a difficult sell! 

If you understand how much Conversational Marketing would benefit your business, but aren’t sure how to communicate that to higher-ups, we’ve got your back.

Step-by-step: How to sell Conversational Marketing to your boss

Step 1: Educate them on the space

The first step in selling Conversational Marketing to a boss or higher-up is to educate them on the space. This might mean creating a simple presentation, or sending over some timely articles.

The following resources will help educate people about Conversational Marketing:

Qualified Conversational Marketing Platform
Conversational Marketing helps you meet with your highly qualified website visitors in real time

Step 2: Point to the facts

Conversational Marketing may seem like a great idea, but anyone who is wavering about using it will want proof that it works. Your job? Point to the facts. Showcase stats that show how Conversational Marketing improves the customer experience and improves conversion. 

Here are a few powerful ones to use:

  • 71% of customers expect companies to communicate with them in real time (Salesforce)
  • 9 out of 10 buyers would like the option to use messaging to contact a business (Twilio)
  • When B2B sales teams respond to leads in under 5 minutes, they are 100x more likely to make contact with that prospect (LeadResponseManagement)
  • If an SDR can schedule a meeting with a prospect and account executive the same day the lead came in, the close rate is 3X higher than if they connected 48 hours later (Salesforce)

Want more stats? Check out these 40+ Conversational Marketing statistics

Step 3: Tell the ROI story

Why invest in a new strategy if there’s no ROI? It’s a legitimate question. Thankfully, Conversational Marketing is easy to quantify. By instantly engaging with qualified website visitors, you can capture more leads, book more meetings, have more sales conversations, and ultimately generate more pipeline. You can use an ROI calculator to show the return your business can get, then show your boss the results.

Step 4: Show them who's doing it well

Conversational Marketing may sound great, but it always helps to have specific examples to share. Point to customers in your space that are seeing success. Need some examples?

  • Brandfolder generated 6x more sales opportunities and 4x more leads.
  • Gamma generated nearly $1M in revenue and over 50 sales opportunities within months of go-live; plus they increased website conversions by 33% and Marketing Qualified Leads by 22%
  • ThoughtSpot increased sales conversations with ABM diamond accounts by 10X.
  • askSpoke booked 3x more sales demo, driving more leads and sales.
Calvin Goodman of askSpoke shares his experience with Qualified's Conversational Marketing Platform

Step 5: Lean on customer reviews

If your company is running on Salesforce, show your boss customer reviews from the AppExchange. These reviews not only show how many are benefitting from Conversational Marketing, but also share how much ROI can be gained.

For example, Joe Leverson of Gamma shared the results of his experience using Qualified for Conversational Marketing. Showing your manager Joe’s take would go a long way in making the case for Conversational Marketing at your company.

Step 6: Map out your game plan

You need a game plan if you’re going to implement Conversational Marketing. So, have a blueprint for the approach you’ll take. For example, maybe you’ll start by using bots, then expand to using sales reps.

You should also consider the top 3 strategies you'll do first. You might roll out the ABM red carpet(shown here), capture ideal inbound customers, or convert people after they fill out forms. By showing your real strategies that are live on customer websites, they'll be able to grasp how this strategy could work for your company.

At this stage, you’ll also need to decide who will be involved in the implementation. We recommend that you include CMO, VP Sales, Demand Gen Leader, Sales Development Rep Manager, and Marketing/Sales Operations.

Step 7: Define your KPIs

You’ll also need to determine your Key Performance Indicators (KPIs) so that you can make sure your Conversational Marketing is working as intended. Here are some KPIs that companies commonly measure:

  • Sales Conversations
  • Leads Generated
  • Meetings Booked
  • Pipeline Created
  • Opportunties Influenced
  • Revenue

Once you’ve outlined these KPIs, you can set goals. An achievable goal might be to see a 10% increase in leads captured, meetings booked, and pipeline generated within 30 days of go-live.

Step 8: Share how this fits into your larger demand gen strategy and tech stack

Bosses are sometimes skeptical about introducing new tools, especially if it means rearranging existing systems. However, Conversational Marketing seamlessly fits into your larger demand gen strategy and tech stack. 

Let your boss know that you’ve thought about how this all works, show your strategy, and reassure that this integrates with important tools like Salesforce. This book “The Definitive Guide to Conversational Marketing for Salesforce” breaks down exactly how the two platforms work together. 

Wrap up

Conversational Marketing isn’t a tough sell as long as your team is educated about its business impact. Start by educating your team on the space, show facts and ROI, then map out a game plan to show that you’re serious about implementation. Before you know it, you’ll be seeing better conversations, major increases in leads, and ultimately more sales.

Qualified Book: The Definitive Guide to Conversational Marketing for Salesforce

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