We recently launched a new book: The Definitive Guide to Conversational Marketing for Salesforce. It’s a one-stop-shop about the value of Conversational Marketing and how it fits into your Salesforce-powered business.
As we kicked off the book project, we felt solid about the content. We knew the story we wanted to tell and had a good grasp on the design portion. But, the website experience was unclear. What was the ideal content marketing website experience in this new conversational world?
For over a decade, B2B companies have been gating content behind forms in an effort to generate top of funnel leads. But today’s buyers expect everything, including how they consume content, to be easy and instantaneous.
We went on a mission to figure out the best content marketing website experience. For our website visitors, we wanted the book to be easy to discover and read. For our own demand generation purposes, we wanted to capture leads and engage readers in real-time sales conversations.
We set out to redefine how B2B companies do content marketing -- the conversational way. Here’s how it went.
A core pillar of any B2B content marketing strategy is publishing and gating long-form content (guides and ebooks) to generate top of funnel leads. We went to dozens of our favorite B2B websites to understand how they delivered guides and ebooks. Although each company had a slightly different path, they all followed the same playbook:
We took note of what we liked and didn’t like from these experiences.
We drew out our dream content experience that would help us get our book in front of our readers, maximize engagement, and capture leads.
Our vision was an ungated book with an always-on Conversational Marketing component. Our vision was “Conversational Content Marketing"
We wanted our Conversational Content Marketing experience to include these core elements:
Now to the fun part … let’s get into the weeds of how we built our Conversational Content Marketing experience.
First, we designed the website experience. We developed a webpage that would house the ungated book on the left-hand side of the page, and leave room for the Qualified messenger on the right-hand side of the page. That way a reader could scroll through the book and engage with our messenger at any time.
Things to note:
Once the webpage was in good shape, we built our Chatbot experience. This is the content that would appear in the messenger the moment visitors arrived on the page. It would also serve as our vehicle for capturing leads.
We started with a personalized greeting, then invited readers to:
Of course, the experience has different rules and branching that allow for readers to do any combination of these options.
Here’s a high-level view of what the Chatbot experience looks like:
We designed a webpage that would house the ungated book on the left-hand side and leave room for the Qualified messenger on the right-hand side
Things to note:
Pro tip: Not every visitor should have the option to talk to sales right away. Consider only inviting qualified leads to talk to sales. For us, people reading the Salesforce book match our ideal customer profile, so we included a sales offer.
Once the desktop experience was ready, it was time to think about mobile. We get a fair amount of mobile traffic, especially from our LinkedIn campaigns, so this was an important piece to nail.
We knew that we wanted our mobile readers to be able to easily scroll through the book. We didn't want our messenger to disrupt the reading experience, so went with a minimalist approach.
Things to note:
In addition to including this book in our resource center, we also wanted to promote it via Conversational Marketing on relevant pages, like our Salesforce page since the book is hyper-relevant for that audience.
When visitors land on our Salesforce page, they see a prominent call to action promoting the book. Check it out.
Here's a behind-the-scenes look at how we built this experience.
Last but definitely not least, we primed our sales team for the book rollout. We defined our “rules of engagement” for our Conversational Content Marketing experience:
After that, we were live! Here's what the finished "Conversational Content Marketing" product looks like.
We put targeted display ads into the market on Google and LinkedIn, and sat back and watched readers consume our content. Since launch, we’ve been pleased with the results. 23% of our book visitors convert into leads, as compared to the average B2B website conversion rate of 7% (Source: Marketing Sherpa).
Want to see it in action? Go ahead and give our Conversational Content Marketing experience a spin!
We hope you’re feeling inspired for how you can do Conversational Content Marketing at your own company. This Conversational Content Marketing functionality is available right now for all Qualified customers. Ready to get started? Talk with our team right here on the site and we can kick things off!
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Conversational writing is critical to successful conversational engagement. Visit the Qualified blog to learn conversational writing best practices to help you succeed.