{"product_id":"conversational-marketing-isbn-9781119541837","title":"Conversational Marketing","description":"\u003cp\u003e\u003cb\u003eReal-time conversations turn leads into customers\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eConversational Marketing \u003c\/i\u003eis the definitive guide to generating better leads and closing more sales. Traditional sales and marketing methods have failed to keep pace with the way modern, internet-savvy consumers purchase goods and services. Modern messaging apps, which allow for real-time conversations and instant feedback, have transformed the way we interact in our personal and professional lives, yet most businesses still rely on 20\u003csup\u003eth\u003c\/sup\u003e century technology to communicate with 21\u003csup\u003est\u003c\/sup\u003e century customers. Online forms, email inquiries, and follow-up sales calls don’t provide the immediacy that modern consumers expect. Conversational marketing and sales are part of a new methodology centered around real-time, one-on-one conversations with customers via chatbots and messaging.  By allowing your business to communicate with customers in real time—when it’s most convenient \u003ci\u003efor them\u003c\/i\u003e—conversational marketing improves the customer experience, generates more leads, and helps you convert more leads into customers.\u003cbr\u003e\u003cbr\u003eConversational Marketing pioneers David Cancel and Dave Gerhardt explain how to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eMerge inbound and outbound tactics into a more productive dialog with customers\u003c\/li\u003e \u003cli\u003eIntegrate conversational marketing techniques into your existing sales and marketing workflow\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eFace-to-face meetings, phone calls, and email exchanges remain important to customer relations, but adding a layer of immediate, individual conversation drives the customer experience—and sales—sky-high. \u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction: The Shift from Supply to Demand xi\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eToday, Customers Have All the Power xi\u003c\/p\u003e \u003cp\u003eWinners and Losers: Why Companies Need to Adapt xiv\u003c\/p\u003e \u003cp\u003eAmazon vs. Borders xv\u003c\/p\u003e \u003cp\u003eNetflix vs. Blockbuster xvi\u003c\/p\u003e \u003cp\u003eUber and Lyft vs. Yellow Cabs xvii\u003c\/p\u003e \u003cp\u003eWhy I Wrote This Book (and Why Now) xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: The Rise of Conversational Marketing and Sales 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1: your website is leaking revenue (here’s how to fix it) 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e58% of B2B Websites Are “Empty Stores” . . . Is Yours One of Them? 4\u003c\/p\u003e \u003cp\u003e90% of B2B Companies Don’t Respond to Leads Fast Enough. . .Do You? 581% of Tech Buyers Don’t Fill Out Forms . . . Are You Still Using Them? 7\u003c\/p\u003e \u003cp\u003eUsing Real-Time Conversations to Achieve Hypergrowth 10\u003c\/p\u003e \u003cp\u003eThe Conversational Marketing and Sales Methodology 12\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2: The rise of messaging 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Three Waves of Messaging (and How the Third Wave Changed Everything) 18\u003c\/p\u003e \u003cp\u003eWhy 90% of Global Consumers Want to Use Messaging to Talk to Businesses 24\u003c\/p\u003e \u003cp\u003eUsing Messaging to Capture and Qualify Leads in a Single Step 27\u003c\/p\u003e \u003cp\u003eBut . . . How Does It Scale? 29\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3: the rise of chatbots 31\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChatbots: They’ve Got Our Backs 32\u003c\/p\u003e \u003cp\u003eA Brief History of Chatbots 33\u003c\/p\u003e \u003cp\u003eChatbots and Humans: Finding the Perfect Balance 38\u003c\/p\u003e \u003cp\u003eHow Chatbots Enable a Better Buying Experience 41\u003c\/p\u003e \u003cp\u003eHow a Single Marketer Can Book Meetings for Dozens of Sales Reps Using Chatbots 45\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4: Replacing lead capture forms with conversations 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Problems with Lead Capture Forms 48\u003c\/p\u003e \u003cp\u003eHow the #NoForms Movement Got Its Start 52\u003c\/p\u003e \u003cp\u003eRethinking Our Content and Lead Generation Strategies 57\u003c\/p\u003e \u003cp\u003eReplacing Marketing-Qualified Leads (MQLs) with Conversation-Qualified Leads (CQLs) 59\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5: Ending The Family Feud Between Marketing And Sales 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Flawed System: The Ongoing Battle Over Leads 64\u003c\/p\u003e \u003cp\u003eStreamlining the Marketing\/Sales Handoff with Artificial Intelligence 67\u003c\/p\u003e \u003cp\u003eThe End of Business Development Reps (BDRS)? 69\u003c\/p\u003e \u003cp\u003eSharing the Most Important Metric: Revenue 72\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Getting Started with Conversational Marketing 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6: Step One: Add Real-Time Messaging To Your Website And Start Capturing More Leads 77\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReplace Your Forms or Add a “Second Net” (Don’t Worry, It Takes Five Minutes) 78\u003c\/p\u003e \u003cp\u003ePut Up a Welcome Message 83\u003c\/p\u003e \u003cp\u003eSet Expectations with Online\/Off line Hours 86\u003c\/p\u003e \u003cp\u003eShow Your Face 87\u003c\/p\u003e \u003cp\u003eCreate Separate Inboxes for Sales, Support, Success, Etc. 89\u003c\/p\u003e \u003cp\u003eKnow Your Stuff (and Use Tools That Can Help) 91\u003c\/p\u003e \u003cp\u003eCapture Leads (Without Using Lead Forms) 93\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7: Step Two: Give Your Email Marketing Strategy A Real-Time Makeover 95\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEmail Isn’t Dead (You’re Just Doing It Wrong) 96\u003c\/p\u003e \u003cp\u003eThe Problems with Traditional Email Marketing 97\u003c\/p\u003e \u003cp\u003eA Few Simple Tweaks for Bringing Your Email Marketing Strategy into the Real-Time World 100\u003c\/p\u003e \u003cp\u003eWhy Replies Are the Most Important Email Metric 105\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8: Step Three: Master The Art (And Science) Of Qualifying Leads Through Conversation 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSo, Uh, What Do I Say? 110\u003c\/p\u003e \u003cp\u003eThe Best Questions to Ask Your Website Visitors 112\u003c\/p\u003e \u003cp\u003eUse Data to Have Better Conversations 114\u003c\/p\u003e \u003cp\u003eScore the Leads You Talk to (and Send the Best Ones to Sales) 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9: Step Four: Filter Out The Noise And Target Your Best Leads 123\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhere to Start: Targeting the High-Intent Pages on Your Site 124\u003c\/p\u003e \u003cp\u003eTargeting Visitors Based on Their On-Site Behavior 125\u003c\/p\u003e \u003cp\u003eTargeting Visitors Based On the Sites They’re Coming From 126\u003c\/p\u003e \u003cp\u003eTargeting Visitors Based On the Companies They Work For 128\u003c\/p\u003e \u003cp\u003eOther Targeting Options for Increasing Conversion Rates 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10: Step Five: Build A Lead Qualification Chatbot (Without Writing A Single Line Of Code) 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eComing Up with Questions and Responses for Your Bot 139\u003c\/p\u003e \u003cp\u003eDeciding On a Call-to-Action (CTA) 147\u003c\/p\u003e \u003cp\u003eFive Tips for Making Your Chatbot Conversations More Engaging 148\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Converting Conversational Marketing Leads into Sales 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11: How To Put Your Sales Funnel On Autopilot 153\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSet Up Routing Rules So Leads Always Are Connected to the Right Sales Reps 154\u003c\/p\u003e \u003cp\u003eUse Chatbots to Schedule Sales Meetings 24\/7 155\u003c\/p\u003e \u003cp\u003eHave Your Website’s “Contact Sales” CTA Trigger a Real-Time Conversation 157\u003c\/p\u003e \u003cp\u003eHave Sales Reps Create Digital Business Cards 158\u003c\/p\u003e \u003cp\u003eGet Real-Time Notifications When Leads Are Online 159\u003c\/p\u003e \u003cp\u003eSay Goodbye to Manual Data Entry 162\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12: How Sales Teams Can Create A Better Buying Experience With Real-Time Conversations 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAsk for Permission Before You Start Asking Questions 167\u003c\/p\u003e \u003cp\u003eLet Your Sales Reps’ Personalities Shine Through 168\u003c\/p\u003e \u003cp\u003eUse Empathy Statements to Show You’re Listening 170\u003c\/p\u003e \u003cp\u003eShow the Value of Your Solution 173\u003c\/p\u003e \u003cp\u003eUse a Video Call to Personalize the Final Ask 176\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13: How To Send Sales Email Sequences That Buyers Will Actually Engage With 177\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Days of Spray and Pray Are Over 178\u003c\/p\u003e \u003cp\u003eUsing Artificial Intelligence to Unsubscribe People Who Aren’t Interested 184\u003c\/p\u003e \u003cp\u003eCustomizing Your Sales Emails with Calendar Links 185\u003c\/p\u003e \u003cp\u003eCreating Personalized Welcome Messages for People Who Open Your Emails 188\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14: Conversational Account-Based Marketing (Abm) And Selling (Abs) 191\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is ABM? (and Why Should You Care?) 192\u003c\/p\u003e \u003cp\u003eHow a Real-Time Approach Can Solve ABM’s Biggest Problem 193\u003c\/p\u003e \u003cp\u003eRolling Out the Red Carpet for Your ABM Prospects 195\u003c\/p\u003e \u003cp\u003eMining for New ABM Prospects on Your Website 199\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: After The Sale 203\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15: Continuing The Conversation 205\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating an Incredible Brand Experience 206\u003c\/p\u003e \u003cp\u003eStaying Close to Your Customers (Through Continuous Feedback) 208\u003c\/p\u003e \u003cp\u003eWhat to Do with Customer Feedback Once You Collect It 213\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16: a conversational approach To customer success 219\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverhauling the Traditional Approach to Onboarding 220\u003c\/p\u003e \u003cp\u003eOpening a Fast Lane to Your Customer Success Managers 223\u003c\/p\u003e \u003cp\u003eUsing Real-Time Conversations in the Battle Against Churn 225\u003c\/p\u003e \u003cp\u003eConversational Upselling 101 228\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17: Measuring Conversational Marketing and Sales Performance 231\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSales Meetings Booked 232\u003c\/p\u003e \u003cp\u003eOpportunities Added 233\u003c\/p\u003e \u003cp\u003ePipeline Influenced 235\u003c\/p\u003e \u003cp\u003eClosed\/Won 235\u003c\/p\u003e \u003cp\u003eConversation Metrics 235\u003c\/p\u003e \u003cp\u003eTeam Performance Metrics 240\u003c\/p\u003e \u003cp\u003eFinal Thought 242\u003c\/p\u003e \u003cp\u003eAbout the Author 245\u003c\/p\u003e \u003cp\u003eIndex 247\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eDAVID CANCEL\u003c\/b\u003e is the co-founder and CEO of Drift, the world's leading conversational marketing and sales platform, named to the \u003ci\u003eForbes\u003c\/i\u003e Cloud 100, LinkedIn's Top 50 Startups, and \u003ci\u003eEntrepreneur\u003c\/i\u003e's Top Company Cultures. Cancel is also a serial entrepreneur, podcast host (Seeking Wisdom), angel investor, and advisor. \u003c\/p\u003e\u003cp\u003eCancel has been featured by media outlets including \u003ci\u003eThe New York Times, Forbes, Fortune, Wired,\u003c\/i\u003e and\u003ci\u003e Fast Company,\u003c\/i\u003e and has guest lectured on entrepreneurship at Harvard, Harvard Business School, MIT, MIT's Sloan School of Management, and Bentley. In 2017, Harvard Business School named Cancel an Entrepreneur in Residence at the School's Arthur Rock Center for Entrepreneurship. \u003c\/p\u003e\u003cp\u003eCancel's blog davidcancel.com has been read by more than a million entrepreneurs, while his Twitter account @dcancel has more than 60 thousand followers and is considered a \"must-follow\" for entrepreneurs and executives. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eDAVE GERHARDT\u003c\/b\u003e is VP of Marketing at Drift and a passionate advocate of building brands around compelling stories that connect with customers. Since joining Drift in 2015 as employee #6, Dave has helped to create the category of conversational marketing and get 150,000+ businesses onboard with Drift, and Drift has been profiled in more than 100 publications, including \u003ci\u003eThe New York Times\u003c\/i\u003e, \u003ci\u003eForbes\u003c\/i\u003e, \u003ci\u003eFortune\u003c\/i\u003e, \u003ci\u003eTechCrunch\u003c\/i\u003e and the \u003ci\u003eHarvard Business Review.\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003eBefore joining Drift, Dave worked at some of the fastest-growing SaaS and B2B marketing companies in the Greater Boston Area, including HubSpot and Constant Contact.  \u003c\/p\u003e\u003cp\u003eIn the past twenty years, there has been a radical shift in the way consumers buy goods and services. Today's customers buy on demand and in real time. They expect answers now. The traditional way of marketing and sales has lost touch with the way consumers want to buy.\u003c\/p\u003e \u003cp\u003eConversational marketing gives companies the power to grow their business by connecting \u003ci\u003enow\u003c\/i\u003e with the customers who are interested \u003ci\u003enow—\u003c\/i\u003enot later. The book explains how to create compelling, real-time conversations that will engage customers, shrink the sales cycle, and improve bottom line results.\u003c\/p\u003e \u003cp\u003eFor those new to sales and marketing,\u003ci\u003e Conversational Marketing\u003c\/i\u003e explains what it takes to capture, qualify, and connect with leads on their websites through real-time conversations, and why this approach creates happier customers and generates more revenue. More experienced professionals will gain a deeper understanding of how today's customers prefer to buy and will discover new strategies and tactics that have been missing from traditional marketing and sales approaches. Author David Cancel, CEO of Drift, explains how to merge inbound and outbound tactics into a more productive dialogue while generating quality leads and shorter sales cycles. He also shows how to integrate conversational marketing techniques into a company's existing sales and marketing workflow. \u003ci\u003eConversational Marketing\u003c\/i\u003e is filled with the innovative tools and proven approaches that marketers and salespeople need to succeed in an increasingly dynamic business environment. The era of following up later in sales and marketing is over: welcome to now.\u003c\/p\u003e \u003cp\u003e“There is no one who understands the needs of modern marketers and salespeople better than David Cancel.”\u003cbr\u003e \u003cb\u003e—MIKE VOLPE,\u003c\/b\u003e CEO, Lola.com and Former CMO at HubSpot\u003c\/p\u003e \u003cp\u003e“[\u003ci\u003eConversational Marketing\u003c\/i\u003e] is a must-read for all software-as-a-service (SaaS) and business-to-business (B2B) companies, as well as for anyone who wants to stay on the cutting edge of marketing and sales, and bring their business into the now.”\u003cbr\u003e \u003cb\u003e—HITEN SHAH,\u003c\/b\u003e co-founder of Crazy Egg, KISSmetrics and FYI\u003c\/p\u003e \u003cp\u003e“For marketing and sales teams looking for a faster path to revenue, this is the modern playbook to follow.”\u003cbr\u003e \u003cb\u003e—JEANNE HOPKINS,\u003c\/b\u003e CMO, Ipswitch\u003c\/p\u003e \u003cp\u003e“The future of marketing and sales will be about making customers deliriously successful, and this book provides the tactical advice businesses need to make that happen.”\u003cbr\u003e \u003cb\u003e—PAT GRADY,\u003c\/b\u003e Partner, Sequoia Capital\u003c\/p\u003e \u003cp\u003e“David’s book should be required reading for anyone in marketing and sales today.”\u003cbr\u003e \u003cb\u003e—MARK ROBERGE,\u003c\/b\u003e Senior Lecturer, Harvard Business School, Former SVP of Sales and Services at HubSpot\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988989362405,"sku":"NP9781119541837","price":29.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119541837.jpg?v=1761782334","url":"https:\/\/k12savings.com\/products\/conversational-marketing-isbn-9781119541837","provider":"K12savings","version":"1.0","type":"link"}