Stop trying to sell and start building relationships.
Conversational marketing is used to describe the use of communication channels – like email or chat – to facilitate one-on-one conversations between leads (or customers) and sales. So the problem with those fake-friend emails blowing up your inbox is that sane people don’t start conversations like that – even in the business world.
Conversational marketing is in-demand right now for a few really good reasons:
- The ideal time between someone becoming a lead and talking with a salesperson is shrinking dramatically. In fact, the odds of qualifying a lead go up 21x when you respond to an inquiry within 5 minutes. That number drops off a cliff after the first hour and disappears after the first day.
- New marketing technologies are allowing us to carry conversations across multiple platforms without interruption. So you start chatting on the website, then move over to email as it evolves.
- Privacy laws are forcing marketers to rethink their tactics and make a better experience for their users. You can view this as good or bad for your business, but we see it as a very good thing.
Email marketing is getting better and more effective, not worse.
Some people say that email marketing is dead. Some say that it died and came back. And some say that it never really died. We still really like email marketing, and one big reason is that we keep finding new ways to use it.
New privacy laws are making email marketing more effective, not less.
Many marketers feared that GDPR, the new, sweeping European privacy law, would spell the end for all of email marketing. Instead, it spelled the end for only the worst parts — namely, the mysterious (and sometimes questionable) ways marketers collect your email address.
The post-GDPR landscape feels like a fresh start — an opportunity to build better lists, send better emails, and start better conversations. New tactics are being invented that emphasize openness, value, and relationship:
- Openness: Requirements for collecting email addresses allow for us to better segment our lists and remind our recipients of past interactions. The relationship is more like a two-way exchange, which gives us quality feedback and more personal connections. Lists are smaller, but they’re filled with people who want to hear from you.
- Value: With more specific segmentation and quality feedback, we have the information we need to make our content more valuable. Smaller segments also give us more control over personalization.
- Relationship: The #1 goal of every marketing team is to deliver individual leads to an individual salesperson. We’ve always understood that trust and relationships are what sell our products. A tactic that builds relationships hardly feels like a “tactic” — it’s just good business.