Drift - Jason Hobbs, LLC

Why did I sign up for the AI Growth summit?

I signed up because two of the main characters from the best Webinar I ever attended were giving the talk together titled, “7 New Bots That Created 700 Meetings.”

The headline meant I had to at least sign up to get access to the recording.

I watched the recording today and it was glorious.

The aforementioned characters:

Alexandra Orfao – Conversational Marketing Manager
Sara Pion – Conversational Marketing Specialist

The webinar a few weeks back along with this talk have been instrumental in helping me wrap my head around how to start using successful bots for non-digital natives running 1-10 person organizations.

Here are my conversational marketing notes from their 20min talk

The current best practice marketing funnel is old news

Screenshot of the slide laying out the old default funnel for sales calls.

We buy on our time and our terms thanks to the internet

The problem with the old way is that it hasn't matched the way people want to buy. — The problem with the old way is that it hasn’t matched the way people want to buy.

People are paying attention to you, when they are on your website, benefit from that understanding

Working hard to get people to your website only to put a barrier to immediate help is not logical.

In my humble opinion, this makes your website the equivalent to a hospital. And that is not an experience I ever want to be associated with my business. And my mom is an RN at the hospital located less than a mile from where I sit and type this.

The bot operates as your connector between visitors and their solution

Treat the bot as part of your team. Allow the bot to greet, qualify, and help with the intent of connecting visitors with the right human on your team for the visitor's needs. — Treat the bot as part of your team. Allow the bot to greet, qualify, and help with the intent of connecting visitors with the right human on your team for the visitor’s needs.

In marketing terms of a local pizza establishment, your bot waves down cars from the street and learns about them along the way inside to hand off to you.

To put as much human focus on the customer and the service they’re provided as possible.

Talk to your customers where they are and make it contextual

The L side of the screenshot shows that the pages to put bots are your pages with the most traffic. The free drift account includes the conversation stats (R side of screenshot) by page, which shows the number of chats initiated on each page.

So you want to focus bot playbooks on your highest traffic pages.

Hook em with the first 100 characters (or lose em forever)

My takeaway from this slide is to treat the first 100 characters like a headline. Speak to your people in language they'll relate to and reply to. — My takeaway from this slide is to treat the first 100 characters like a headline. Speak to your people in language they’ll relate to and reply to.

Clearbit ain’t cheap but boy is it powerful for Drift bots

Not possible currently. Because these parameters rely on Clearbit.com. I checked, for the Clearbit product being used here, it's $12K/yr, which is due up front. — Not possible currently. Because these parameters rely on Clearbit.com. I checked, for the Clearbit product being used here, it’s $12K/yr, which is due up front.

To be clear, and I believe my math is correct, an upfront payment of $15,900 gets you a year of Drift’s $500/mo plan AND a year of the Clearbit.com product used by Sara’s content in this screenshot.

Retargeting bots, welcome folks back to your website

Retargeting Bot, notice the settings begin with a simple parameter of having visited the site once. It then weeds out all the host domains that can't customers. And lastly defines the two specific URLs upon which this retargeting bot is focused. — Retargeting Bot, notice the settings begin with a simple parameter of having visited the site once. It then weeds out all the host domains that can’t customers. And lastly defines the two specific URLs upon which this retargeting bot is focused.

I’m specifically using this in my second conversational marketing recipe. (My first recipe was for my longtime local bank) Adding the personable greeting for a return visitor mirrors the interaction each time I carry my 95lb boxer, Max, into the Irwin Animal Clinic lobby.

Follow up a just browsing response to learn more/better help

Just browsing net. Important to not only offer the just browsing option, but to also have a followup question when visitors choose the just browsing response.

(1) Helpfulness of your bot (1a) Your bot needs a distinct voice/personality

My takeaway from this slide is that bot helpfulness just barely beat out bot personality in a photo finish for the key to bot success.

Conclusion

The bots can come second and Clearbit can be an investment in the future, but fulfilling two Drift live chat seats to add live chat to your website is just smart business in 2018 in my humble opinion.

My notes from Alex and Sara of Drift

[envira-gallery id=”24490″]

Scarier Scenario: Seeing A Gang Of Bison Coming Your Way Or Committing Your Small Business To Digital Marketing?

Type Aplomb into Google, hit enter, and the resultant answer box defines it as self-confidence, or assurance, especially in a demanding situation.

My Notes From: 7 New Bots That Created 700 Net New Meetings