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Introduction: The Shift From Supply To Demand |
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xi | |
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Today, Customers Have All the Power |
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xi | |
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Winners and Losers: Why Companies Need to Adapt |
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xiv | |
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xv | |
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xvi | |
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Uber and Lyft vs. Yellow Cabs |
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xvii | |
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Why I Wrote This Book (and Why Now) |
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xix | |
Part I: The Rise of Conversational Marketing and Sales |
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1 | (74) |
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Chapter 1 Your Website Is Leaking Revenue (Here's How To Fix It) |
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3 | (14) |
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58% of B2B Websites Are "Empty Stores"... Is Yours One of Them? |
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4 | (1) |
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90% of B2B Companies Don't Respond to Leads Fast Enough...Do You? |
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5 | (2) |
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81% of Tech Buyers Don't Fill Out Forms...Are You Still Using Them? |
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7 | (3) |
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Using Real-Time Conversations to Achieve Hypergrowth |
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10 | (2) |
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The Conversational Marketing and Sales Methodology |
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12 | (5) |
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Chapter 2 The Rise Of Messaging |
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17 | (14) |
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The Three Waves of Messaging (and How the Third Wave Changed Everything) |
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18 | (6) |
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Why 90% of Global Consumers Want to Use Messaging to Talk to Businesses |
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24 | (3) |
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Using Messaging to Capture and Qualify Leads in a Single Step |
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27 | (2) |
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But... How Does It Scale? |
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29 | (2) |
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Chapter 3 The Rise Of Chatbots |
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31 | (16) |
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Chatbots: They've Got Our Backs |
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32 | (1) |
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A Brief History of Chatbots |
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33 | (5) |
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Chatbots and Humans: Finding the Perfect Balance |
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38 | (3) |
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How Chatbots Enable a Better Buying Experience |
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41 | (4) |
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How a Single Marketer Can Book Meetings for Dozens of Sales Reps Using Chatbots |
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45 | (2) |
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Chapter 4 Replacing Lead Capture Forms With Conversations |
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47 | (16) |
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The Problems with Lead Capture Forms |
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48 | (4) |
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How the #NoForms Movement Got Its Start |
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52 | (5) |
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Rethinking Our Content and Lead Generation Strategies |
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57 | (2) |
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Replacing Marketing-Qualified Leads (MQLs) |
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with Conversation-Qualified Leads (CQLs) |
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59 | (4) |
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Chapter 5 Ending The Family Feud Between Marketing And Sales |
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63 | (12) |
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A Flawed System: The Ongoing Battle Over Leads |
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64 | (3) |
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Streamlining the Marketing/Sales Handoff with Artificial Intelligence |
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67 | (2) |
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The End of Business Development Reps (BDRS)? |
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69 | (3) |
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Sharing the Most Important Metric: Revenue |
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72 | (3) |
Part II: Getting Started with Conversational Marketing |
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75 | (76) |
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Chapter 6 Step One: Add Real-Time Messaging To Your Website And Start Capturing More Leads |
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77 | (18) |
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Replace Your Forms or Add a "Second Net" (Don't Worry, It Takes Five Minutes) |
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78 | (5) |
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83 | (3) |
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Set Expectations with Online/Offline Hours |
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86 | (1) |
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87 | (2) |
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Create Separate Inboxes for Sales, Support, Success, Etc. |
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89 | (2) |
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Know Your Stuff (and Use Tools That Can Help) |
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91 | (2) |
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Capture Leads (Without Using Lead Forms) |
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93 | (2) |
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Chapter 7 Step Two: Give Your Email Marketing Strategy A Real-Time Makeover |
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95 | (14) |
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Email Isn't Dead (You're Just Doing It Wrong) |
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96 | (1) |
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The Problems with Traditional Email Marketing |
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97 | (3) |
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A Few Simple Tweaks for Bringing Your Email Marketing Strategy into the Real-Time World |
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100 | (5) |
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Why Replies Are the Most Important Email Metric |
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105 | (4) |
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Chapter 8 Step Three: Master The Art (And Science) Of Qualifying Leads Through Conversation |
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109 | (14) |
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110 | (2) |
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The Best Questions to Ask Your Website Visitors |
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112 | (2) |
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Use Data to Have Better Conversations |
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114 | (4) |
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Score the Leads You Talk to (and Send the Best Ones to Sales) |
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118 | (5) |
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Chapter 9 Step Four: Filter Out The Noise And Target Your Best Leads |
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123 | (14) |
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Where to Start: Targeting the High-Intent Pages on Your Site |
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124 | (1) |
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Targeting Visitors Based on Their On-Site Behavior |
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125 | (1) |
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Targeting Visitors Based On the Sites They're Coming From |
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126 | (2) |
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Targeting Visitors Based On the Companies They Work For |
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128 | (4) |
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Other Targeting Options for Increasing Conversion Rates |
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132 | (5) |
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Chapter 10 Step Five: Build A Lead Qualification Chatbot (Without Writing A Single Line Of Code) |
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137 | (14) |
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Coming Up with Questions and Responses for Your Bot |
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139 | (8) |
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Deciding On a Call-to-Action (CTA) |
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147 | (1) |
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Five Tips for Making Your Chatbot Conversations More Engaging |
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148 | (3) |
Part III: Converting Conversational Marketing Leads into Sales |
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151 | (52) |
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Chapter 11 How To Put Your Sales Funnel On Autopilot |
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153 | (12) |
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Set Up Routing Rules So Leads Always Are Connected to the Right Sales Reps |
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154 | (1) |
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Use Chatbots to Schedule Sales Meetings 24/7 |
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155 | (2) |
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Have Your Website's "Contact Sales" CTA Trigger a Real-Time Conversation |
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157 | (1) |
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Have Sales Reps Create Digital Business Cards |
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158 | (1) |
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Get Real-Time Notifications When Leads Are Online |
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159 | (3) |
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Say Goodbye to Manual Data Entry |
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162 | (3) |
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Chapter 12 How Sales Teams Can Create A Better Buying Experience With Real-Time Conversations |
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165 | (12) |
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Ask for Permission Before You Start Asking Questions |
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167 | (1) |
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Let Your Sales Reps' Personalities Shine Through |
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168 | (2) |
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Use Empathy Statements to Show You're Listening |
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170 | (3) |
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Show the Value of Your Solution |
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173 | (3) |
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Use a Video Call to Personalize the Final Ask |
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176 | (1) |
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Chapter 13 How To Send Sales Email Sequences That Buyers Will Actually Engage With |
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177 | (14) |
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The Days of Spray and Pray Are Over |
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178 | (6) |
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Using Artificial Intelligence to Unsubscribe People Who Aren't Interested |
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184 | (1) |
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Customizing Your Sales Emails with Calendar Links |
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185 | (3) |
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Creating Personalized Welcome Messages for People Who Open Your Emails |
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188 | (3) |
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Chapter 14 Conversational Account-Based Marketing (ABM) And Selling (ABS) |
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191 | (12) |
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What Is ABM? (and Why Should You Care?) |
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192 | (1) |
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How a Real-Time Approach Can Solve ABM's Biggest Problem |
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193 | (2) |
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Rolling Out the Red Carpet for Your ABM Prospects |
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195 | (4) |
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Mining for New ABM Prospects on Your Website |
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199 | (4) |
Part IV: After The Sale |
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203 | (42) |
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Chapter 15 Continuing The Conversation |
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205 | (14) |
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Creating an Incredible Brand Experience |
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206 | (2) |
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Staying Close to Your Customers (Through Continuous Feedback) |
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208 | (5) |
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What to Do with Customer Feedback Once You Collect It |
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213 | (6) |
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Chapter 16 A Conversational Approach To Customer Success |
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219 | (12) |
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Overhauling the Traditional Approach to Onboarding |
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220 | (3) |
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Opening a Fast Lane to Your Customer Success Managers |
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223 | (2) |
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Using Real-Time Conversations in the Battle Against Churn |
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225 | (3) |
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Conversational Upselling 101 |
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228 | (3) |
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Chapter 17 Measuring Conversational Marketing And Sales Performance |
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231 | (14) |
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232 | (1) |
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233 | (2) |
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235 | (1) |
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235 | (1) |
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235 | (5) |
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240 | (2) |
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242 | (3) |
About The Author |
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245 | (2) |
Index |
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247 | |