Demand Generation – why CMOs are frustrated

 

Demand generation is almost like witchcraft.

We have heard Chris Walker talk about the “Dark Social”, well there is a lot more than just social that’s in the dark.

Private networks and communities (HSE Games, Pavillion, Rev Genius), Slack, WhatsApp, Discord, Twitter, Facebook Groups, Reddit, Quora, Medium… the list goes on

Let alone the fact that your prospects will fully research you on your website before they reach out.

All this culminates in difficulty in proving ROI on any demand-generating activities that influence those channels.

Are higher expectations with Limited budgets also impacting your demand-generation efforts? Cash is tight and everyone is watching the dollars. Anywhere that a clear ROI can’t be demonstrated is at risk of a reduction in budget – either way, “more from less” is the mantra…

And, how about the frustration stemming from any disconnect between the efforts of the demand generation marketing team to create high-intent sales leads and the sales team’s efforts of following these up effectively? Everyone is under the same pressure to do more with less and speed to lead can be one area that suffers dramatically.

So, what’s the solution, and is there one?

Book 25% More Meetings From Your Demand Generation Strategies

There is one very effective way to resolve the demand generation conundrum in terms of conversion rates, speed to lead, and lead quality to repair the relationship with sales. The problem is that thousands of companies have tried to implement it with varying degrees of success.

Success hinges on a few very defined best practices that are well beyond the reach of most businesses.

The onerous nature of these requirements means that those who have tried have had extremely varying degrees of success, to the extent that they often fall back on what is touted as the “second best option.” However, our experience is that this is the third-best option in most cases.

The answer I am referring to is Live Chat.

A properly implemented Live Chat service on your website WILL BOOST CONVERSIONS from your website. It doesn’t just deliver more of the same, it allows for full qualification during the chat conversation, meaning your Account Managers get higher quality and better-qualified leads.

What’s the third best option? I hear you ask, it’s chatbots. But that’s for a whole other article. Suffice it to say that B2B does a horrific job with chatbots compared to e-commerce, and I think there is a very valid reason for this.

Does Live Chat Increase Demand?

Of and in itself, live chat does not increase demand. It does, however, funnel a much greater percentage of the demand you have attracted to your website into your sales funnel than forms or chatbots ever will. And with the cost of attracting that demand to your website ever increasing, you simply can’t afford to allow potential customers to bounce off your competitors to be the first ones to respond to their questions. Live chat harvests existing demand for your solution through real-time conversations, giving
your sales team the power to close more prospects to paying customers.
How do Chat Metrics Help B2B Demand Generation?

Generate highly qualified leads at the scale

Chat Metrics allow meaningful conversations with online visitors, letting them know that a real human is behind the chat to confidently share their details.

Better ROI on your demand generation campaigns Track your campaigns’

cost per lead, conversation rate, and the number of leads you’re getting from specific audience segments.

Access and manage your leads with ease We deliver leads to your inbox.

You can also download your leads from the Chat Metrics dashboard or integrate them with your preferred marketing automation or CRM tool.

Telephone No. 6138400422