B2B Marketers and their harmony with Conversational AI and Chatbots

Who doesn’t want an impromptu answer while you are looking for one, in a situation that demands a quick answer while you surf the world of the internet? Well, thanks to Artificial Intelligence, or what we call commonly called ‘AI’, it has made this very customer experience flawless, while we aimlessly surf the internet.

Today, online shopping and digital experiences have engulfed our lives tremendously, wherein customers expect instant answers if they are stuck anywhere in the process and those present at the right time with the right solution—win! Hence, when customers get accustomed to such a degree of instant gratification and customisation, especially when they are looking for it, it gives rise to an enterprise. Hence, Conversational AI in Marketing is becoming the trend, especially in the B2B sector.

Successful marketing campaigns with a constant inflow of customer behaviour intelligence help achieve marketing goals faster and more efficiently—for instance, by catering to real-time website visitors, and responding to a user who downloaded a whitepaper, among others.

What is Conversational AI Marketing?
Based on the art and science of customer behaviour, Conversational AI is a type of artificial intelligence platform where users can receive customer support, engage with sales, or enter a marketing funnel.

Marketers use Conversational AI in abundance due to its versatile nature, as it can be used on various social channels, website landing pages, and even your brand’s mobile app. This brings accessibility and personalised conversations to prospects and customers directly from your business.

Conversational AI carries on these functions with the help of machine learning (ML), natural language processing (NLP), natural language understanding (NLU), and Automatic Speech Recognition (ASR). With the combination of such functions, conversational AI helps streamline questions and answer common and complex queries and objections to provide a superior customer experience.

Conversational AI Chatbots Vs Traditional Chatbots
With time and advancement, the way Conversational AI work, have changed. Traditional Chatbots is a rule-based software, wherein it is designed to automate recurring objections to answering frequently asked questions. They have been designed one-dimensionally, follow a workflow designed by organisations and are relatively easy to build. These aren’t fully equipped with the technology to provide the same information and therefore, do little to improve customer satisfaction.

While traditional Chatbots are one-dimensional, AI Chatbots do way more than just answer FAQs. An AI Chatbot allows customers to communicate with applications, websites, or devices in a more lucid manner, meaning, they converse more in the user’s language—which can be easily understood by sales agents to deliver an appropriate response.

Benefits of Conversational AI in B2B
Today, the more we speak of Conversational AI, the less it is. From our mobile phone devices to our home assistance, almost everything is a part of AI. Today, the B2B digital buying experience has been enhanced with AI as buyers and customers continue to show a preference for self-guided interactions at each stage of their journeys.

Whether buyer, customer, or employee, the ability to reach, engage and enable empowered B2B audiences means something different to every firm based on what they offer, how buyers buy, how customers adopt the solution and the engagement rate post-sale.

According to Forbes’s The State Of Conversation Automation Technology In B2B Marketing report, “More than half of demand and ABM marketers use conversation automation in the tactic mix. Fifty-eight per cent of demand and account-based marketers are leveraging conversation automation technologies, with 43% planning to increase or significantly increase the budget for an online chat as a conversational delivery mechanism.”

One of the major benefits of Chatbots in B2B is promptness. Being automated, bots can respond to customer queries within seconds. There is no limit to the number of questions you can ask, and you will get an answer right away. This automatically heightens the user experience of the buyer.

It is time-saving as it provides a shorter sales cycle. With AI, almost everything is answered in the chat itself, whether it’s signing up, taking a survey or even making payments. So much can be just within minutes saving time and effort for the sales team.

Several clients can be managed at the same time with AI in place. Whether you have a small or large sales/support team, they can handle multiple clients at once regardless of how long each client’s conversation might be.


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