Lead generation is one of the biggest concerns of B2B companies. In the abundance of brands, products, and services, it is becoming increasingly difficult to generate and utilize leads. This is why 80% of marketers say their lead generation efforts are only slightly or somewhat effective.
Most companies are creating content and designing email or event marketing campaigns to attract new prospects, but that’s exactly the problem – everybody is doing it. Today, you have to take a few extra steps to grab the attention of potential customers.
Live chat represents a big leap forward in this field. According to the research, more than 60% of customers are more likely to return to a website that offers live chat, but that is only one of many benefits of this service.
In this post, we will show you fresh tips to handle B2B lead generation using live chat.
If we had to name only one feature that makes live chat so great, we would choose real-time interaction. And the average customer would agree as almost 80% of them claim they use live chat because they can get their questions answered without delay.
Besides that, live chat is not as intrusive as floating banners or pop-ups. You can design a subtle dialogue box in the corner of your website and address visitors without being too pushy. And if you add a nice photo of your customer service agent, the whole conversation will get a warmer and more informal tone. This is crucial as most consumers want to know there is a real person on the other side of the screen.
This has always been a problem with large companies because they didn’t have enough time and resources to establish such a good communication through other customer service channels. Live chat is a game-changer that strengthens the bonds between the company and its audience, thus generating more leads and improving customer loyalty.
Improved response times
Real-time interaction goes hand in hand with improved response times and faster service. A study revealed that 75% of customers believe it takes too long to reach a live agent because they want answers within 2 minutes. Live chat is the only channel that can ensure this kind of efficiency, which makes it a dominant driver of sales leads.
According to the research, almost 20% of people leave a website after 4 seconds or less. The Internet as a medium allows users to access information faster than ever, but it also spoils customers who want to find out everything almost immediately. If you can’t provide them with instant service, you are out of the game.
But there is no need to wait for them to make a move. You should be proactive and approach visitors as soon as they land on your webpage. It’s all about seizing the moment and proving that prospects can rely on you.
This gives people the feeling of security and trust, so they get an extra motive to engage and ask you more questions about your products or services. But the speed of your live chat is essential, so it’s you who has to take the first step.
Most people are struggling with information overload because they read, listen to, or watch tons of fleeting content every day. They drown in the ocean of GIFs, images, videos, podcasts, and all other types of content that flooded websites and social media platforms.
In such circumstances, everything a customer needs is a simple but personalized communication.
Many studies proved this point already:
- Personalized emails deliver 6 times higher transaction rates.
- 57% of users are okay with providing personal information on a website as long as it’s for their benefit and being used in responsible ways.
- Almost 90% of marketers reported seeing measurable improvements due to personalization, with more than half noting a lift greater than 10%.
Using the live chat software, you can find out all sorts of personal information about the user. For instance, you can discover their location, purchasing or complaints history, and many other relevant details. These can help you to send tailored messages and turn website visitors into valuable leads.
Educate B2B clients
The power of live chat does not lie exclusively in its speed and customization, but also in the ability to educate your B2B clients. It already seems like 63% of consumers are more likely to return to a website that offers live chat. That’s because the system allows them to obtain relevant information, which leads to relationship building, followed by the purchase.
B2B clients usually spend a lot of time considering the quality of products or services, so you can exploit live chat as the means to approach prospects and explain the benefits of your brand. You should send them highly relevant messages containing video tutorials, infographics, or posts that explain pros and cons of any item from the portfolio.
Here’s an example: The system notifies you there’s a prospect who has read several posts about the same category of products. You can automatically send a message to this visitor, showing him a data-driven case study or scientific research about the specific product. It will inspire potential clients to dig deeper into the topic and hopefully conduct the purchase.
Sprint through the sales funnel
The average sales funnel is a long 5-stage process.
A typical model looks like this:
It’s a long way to go to catch only one B2B client and still, most of your prospects will get lost somewhere in the process. Live chat cannot change the very structure of the sales funnel, but it can shrink it and take a client through all 5 stages much faster. For this reason, a chatting visitor is worth 4.5 times as much as his non-chatting peer.
How do you take advantage of it? The process is simple – you will provide potential clients with content that perfectly corresponds to each stage of the sales funnel individually. This way, you will reduce marketing waste and increase the number of relevant leads.
Live chat revolves around big data and its powerful algorithms. It can process vast amounts of information almost instantly, which means you get a better insight into every interaction with the prospect.
By 2020, more than 40% of all data analytics projects will relate to the customer experience. It’s a dream come true for audience targeting because you can turn groups of clients into one-person micro units. Big data allows you to see all details of the buyer’s journey such as the content they consume, locations, keyword searches, etc. It’s like a poker game, but you know the cards of your opponent – you only need to exploit your knowledge, and the win is guaranteed.
And this is not the only benefit of big data. It can also help you to analyze sales service agents and detect both their strong and weak spots. With this kind of information at your disposal, it is easy to improve and take your service to the brand new level.
Don’t do it alone
Each company, however big or small, could face substantial problems when setting up the live chat support system. If you don’t have previous experience in this field, we recommend you avoid doing it alone. You can hire a managed service provider (MSP) instead and ensure perfect execution from day one.
This kind of service leaves no room for mistakes because it is administered by live chat professionals who function according to your inputs.
These teams usually include four types of professionals:
- Quality Assurance Specialists: They take care of outreach quality.
- Account Managers: They monitor the progress and the overall performance of live chat.
- Sales Chat Agents: They are in charge of communication with potential leads via live chat.
- Corporate Trainers: They instruct and educate sales agents.
MSP proved to deliver excellent results, and you can choose from a variety of options. For instance, Yomdel responds to a chat visitor within 15 seconds on average, while Chat Metrics generates an additional 22% of revenue to specific companies. There are a plethora of options – you just need to find the one that suits your organization the best.
Form a team of superstar agents
As you keep developing live chat support service, you will probably realize that it’s time to form a team of superstar agents. It’s a natural step in the evolution of this service as high website traffic requires live chat reps who can answer multiple inquiries simultaneously.
Who makes an ideal live chat agent? First of all, it’s a person who knows almost everything about your products or services or has the skill to find information quickly. Secondly, it’s a communicative person who can easily express his/her thoughts and share it with customers. Thirdly, they need empathy to understand the problem of the B2B client clearly.
This demands a dose of natural talent, but it’s even more important to train your live chat reps. They need to follow the same company guidelines and learn how to answer customers in every situation, however awkward or unpleasant it might be.
Integration of CRM and live chat
Successful customer service is one of the biggest B2B lead generators. 89% of businesses compete through the level of customer experience they can deliver. Your goal should be to ensure full-time integration of live chat and CRM software.
Such move will improve both services because you get an all-encompassing overview of clients’ interactions with your company. It helps you to follow the efficiency of both channels and gives you valuable feedback on how to resolve problems.
Integration models such as SnapEngage enable companies to identify prospects at the start of a chat and send live chat details and transcripts to your CRM for follow-up tasks and activities. The synergy of these two elements gives you the opportunity to build a more effective lead and customer management. In other words, if your live chat isn’t integrated with your CRM, you’re doing it wrong.
Live Chat upgrades landing pages
A landing page is a common segment of marketing campaigns. According to the research, almost half of marketers build a new landing page for each marketing campaign they launch. It’s essentially a subscription form where visitors leave personal information in exchange for content they deem relevant.
But there is a catch here – a typical landing page has 11 form fields, which chases away a vast majority of potential clients. Live chat can upgrade this service because it feels more natural to share contact information via one-on-one communication.
Unlike alienated subscription forms on landing pages, live chat gives prospects a good reason to engage. It feels more welcoming, so an average visitor can relax and share information as part of the real conversation.
After all, you’ve read so far, it is easy to make a conclusion. We revealed the benefits of live chat in the B2B lead generation and here are the most important takeaways:
- Live chat allows high-volume websites to go beyond sheer frequency and enhance conversion rates.
- This service improves customer relations. Using live chat, you can keep webpage visitors informed and entertained, which is the basis for building a stronger relationship with your prospects.
- Live chat boost personalization and customizes support, forcing you to send tailored messages that match the needs of each user individually.