Using Live Chat & Conversational Strategies to Increase Sales & Customer Delight

MONEY TALKS:
Using Live Chat & Conversational Strategies
to Increase Sales & Customer Delight
#KnoxHUG knoxville.hubspotusergroups.com

First...What’s a HUG?
HubSpot User Groups (HUGs) are:
“Free, in-person quarterly meetups that are open to all HubSpot users. HUGs are
typically hosted by a local HubSpot Agency Partner, and are designed to
help you master all things strategy and software.“

First...What’s a HUG?
“Each meetup tackles a marketing, sales, or services related theme and is presented
by a HubSpot specialist or industry expert. HubSpot User Groups help you grow
better by leveraging in-person education and networking.”
- HubSpot (our sponsor!)
@KnoxvilleHUG
#KnoxHUG

Your Knoxville HUG Leader & Co-Leader
Holly Yalove
/hollyyalove
Mitch Transue
/mitchell-transue
vieodesign.com
Agency Certifications:
• HubSpot Agency Partner
• HubSpot Growth Driven Design Agency
• HubSpot Design & Development
• HubSpot Inbound Marketing & Marketing Software
• HubSpot Inbound Sales & Sales Software
• HubSpot Partner Sales & Delivery
• HubSpot Client Management
• HubSpot Contextual & Content Marketing
• HubSpot Social Media
• HubSpot Email Marketing
• Certified Google Partner
• Certified Yext Partner
• HubSpot Beta Testers

What We’ll Cover
• HUG News
• Using Live Chat and Conversational Strategies
to Increase Sales and Customer Delight
• Q&A
• HubSpot Product Update Highlights

HUG NEWS
Meetup Presentation Copy & Feedback Survey
• We’ll send you all a copy of tonight’s presentation
• Help the Knoxville HUG with your feedback!
• HubSpot has a short HUG survey (NPS)
• We’ll include a link in our follow-up email!
2019 Meetups
• 4 meetups (one per quarter)
• Topics, Dates, & Speakers TBA

By: Holly Yalove
Principal & Chief Strategist
VIEO Design
MONEY TALKS:
Using Live Chat & Conversational Strategies
to Increase Sales & Customer Delight

What We’ll Cover
•What is “Conversational Strategy”?
•Our On-Demand Economy
•Where Conversations Fit In
•HubSpot Conversations Tools
•The 3 Core Pillars of Conversational Strategy

Conversational Strategy
A conversational strategy builds on the core concepts
of inbound and has the end goal of empowering you
to develop 1:1 relationships at scale — one
conversation at a time.
Source: HubSpot

60 Years Ago
• Businesses were mostly local
• People purchased from people they
knew and trusted
• Businesses built direct personal
relationships with their customers
- Source: HubSpot Fundamentals of Conversational Growth Strategy Course

Fast Forward: The Early 2000s
• Technology changed things
• You could reach more people in less time
• But “shotgun” approaches ran rampant
• Personal connections were lost
- Source: HubSpot Fundamentals of Conversational Growth Strategy Course

2006: Inbound Marketing Arrives
• Massive paradigm shift
• More targeted and buyer-persona focused
• Attracting and delighting customers using
educational content
• Best practices = landing pages, lead-
generation forms, and automated workflows
- Source: HubSpot Fundamentals of Conversational Growth Strategy

Visit Landing
Page
Fill out Form
Saved to
CRM
Email Sent
Automated
Sequence
More Emails
Meeting Set

We’ve Evolved
We’ve become an
“on-demand” economy

The way people converse with friends
has changed what they expect from
businesses.

We now start conversations
on a variety of “channels.”

Research Shows
42%
23%
16%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Customer Digital Engagement Preference
for questions/assistance
Live Chat Email Social Media

Group Question!
Describe a time when you’ve preferred live
chat or social messaging to email.

Source: HubSpot Fundamentals of Conversational Growth Strategy
Research Shows
90% of consumers want to be able to
reach a business through messaging.

Research Shows
44% say the ability to reach a
company through live chat is the
most important thing a company
can do.

Research Shows
Guess what % of customers won’t make a
purchase from a website if there’s no live
chat option? 77%!

Research Shows
What percentage of companies use live
chat on their website? Only 9%

Research Shows
What percentage of consumers expect a
business to be available 24/7?
20% - 30% - 90% - or 99%?
90%

The Problem
Businesses haven’t adapted to the
1:1 on-demand world as fast as consumer
expectations have.

• Average company response time to a
customer service ticket via email = 12 hours
• 55% of B2B companies take more than 5 days
to respond to a newly generated lead
• Some don’t respond at all L
Research Shows
- Source: HubSpot Fundamentals
of Conversational Growth Strategy

• The average landing page lead conversion
rate = 2.35%
• The average email open rate = 20%
Bottom line: Businesses are missing out on
opportunities to connect with prospects and
build relationships that will retain and increase
customers.
Research Shows

We have to:
• Meet prospects and customers where they want
to connect
• Leverage the strengths of each channel while
mitigating the weaknesses

You can use conversational strategy to create
rich, cross-channel engagement with prospects,
customers, and promoters on a personal level.

The end goal?
Making everyone feel unique, special, and heard.

Why?
Because everyone matters.
Our goal as marketers, sales people, or customer service
providers is to make sure that the person we’re
interacting with leaves our conversation confident that
they mattered to us and our businesses.

1. Build 1:1 relationships
2. Do it at scale
How Do You Do Both?

Conversational Strategy Pillars
There are three core pillars of
conversational strategy:
1. Time to Live (TTL)
2. Shared Knowledge
3. SCOPE

Develop Strategy with Pillars
Use the 3 pillars to develop your conversational strategy
Execute Strategy with Tools
Execute that strategy using conversation tools

TTL is the amount of time someone is willing to
reasonably wait after they’ve said something (or
sent a message) before they start to lose
patience.
Pillar #1. Time to Live (TTL)

Different channels have different TTL periods
• Email: 24–48 hours response time is typically
accepted
• Live Chat or FB Messenger: Within minutes for an
initial response and only a few seconds while in
conversation
Why Time to Live (TTL) is Important

Chatbots to the Rescue!
Tools to Help TTL
Chatbots can act as virtual
team members.
Use chatbots to help users
get the fast response they
expect.

HubSpot’s
“Conversations” feature
includes tools for Live
Chat and chatbots
Chatbots to The Rescue!
Tip: You can set it to ask chat visitors to leave an email. This will 1) create a
contact record and 2) the conversation will be recorded on their timeline!

HubSpot’s “Conversations” Tools

HubSpot’s Conversations Tools

Choose when to show
Live Chat

Set Automatic Reply Options
“During Business Hours” Set Options for After Business Hours

Target welcome messages to
specific Audiences

Target messages to
specific pages

Create custom
messages

Route to specific team
members

Need more time to find the
answer?
Need a better channel for
communicating the
information needed?
Don’t wait to answer- you
can deliver what’s needed
through a different
channel.
Switching Channels

• We can respond to prospects and customers
• Within the time period they expect
• With information and answers that allow them to
move forward in their unique buyer's journey
Using the Right Strategy & Tools

Shared knowledge is the collective total of information
that you have available:
1. For the person with whom you’re interacting
2. For your company’s area of expertise
Pillar #2: Shared Knowledge

Relational Information: The details provided by a
person or related directly to a person (or business).

Factual Information: The knowledge that’s owned by
your business and relates to the products and
services you provide.

When knowledge is kept personal, others can’t
access it or use it when they need to.
As a result, relationships will suffer.
Why Shared Knowledge is Important

Think about how you feel when:
• You’re asked the same questions over and over
• You get inconsistent answers
• No one seems to remember you or your history
Why Shared Knowledge is Important

Use a CRM to maintain relational information.
Tools to Help Shared Knowledge

Use a Knowledge Base to maintain
factual information.

Ticketing Systems
• Should tie into your CRM to provide specific
relational information
• Should leverage your Knowledge Base to provide
factual information

CRMs
Knowledge Bases
Ticketing Systems
Live Chat & Chatbots
Templates
Snippets

HubSpot Shared Knowledge Tools
• CRM
• “Conversations” (Inbox & live chat, bots, snippets, templates)
• Knowledge Base
• Tickets

HubSpot Shared Knowledge Tools

Pillar #3: SCOPE
SCOPE is a suggested list of best practices and principles you’ll want to
use when developing your conversational strategy.
S = Standardize - information for consistency
C = Contextualize – what’s said for relevance
O = Optimize – for the channel being used
P = Personalize – the information available (like a person’s name)
E = Empathize - to people’s situations and feelings

Tying Everything Together with S.C.O.P.E.
S = Standardize content and resources so that we
can deliver consistent, factual content:
• Every single time
• Across all channels

Tying it All Together with S.C.O.P.E.
C = Contextualize what’s said for relevance
We need to fit our standardized information
into the proper context of a conversation.

Contextualizing Tips:
• Understand the eight ways questions could be
asked: who, what, where, when, why, how, which, or
yes/no
• Understand what actions or activities have occurred
up to the point of the current conversation

O = Optimize for the channel being used
üLeverage the strengths of a given channel
üMitigate its weaknesses
The goal: Making sure you’re providing the right
information, in the right way, for the given
channel

P = Personalize the information available
üLeverage the information already collected on the
person you’re conversing with
üUse CRM data to make the conversation feel
unique, special, and tailored to them

E = Empathize
üBuild 1:1 relationships by tuning into how the person
on the other end of the conversation feels
üAcknowledge how the other person is feeling to
ensure an emotionally appropriate response

Conversational Strategy Pillars
Recap!
1. Time to Live (TTL)
2. Shared Knowledge
3. S.C.O.P.E

HubSpot Product Update Highlights
Convert Non-HubSpot
Forms into HubSpot Forms
• Who gets it?
This is now available to all users of
non-HubSpot forms.

Updates To Lead Flows - Now Further Aligned with Forms Tool
• You can now select a default value for a form field within a lead flow
• Edit the labels within a drop down select form field
• Associate contacts from lead flow with a Salesforce Campaign, or register
them for a webinar through GoToWebinar (for portals with these integrations)
Who gets it? The ability to edit your form field default values is available for
users of Marketing Hub Starter, Professional, and Enterprise.

Company-Based Workflows
• Setting properties
• Creating tasks
• Sending email
• More coming soon
• Who gets it? Any Pro-level customer has access to
company-based workflows, but sending an email from a
company workflow is only available to Marketing Pro and
Enterprise customers.

YouTube Reports
• Enterprise portals will now have
the option of connecting a
YouTube account to HubSpot.
• Access via Social Settings

Content Strategy Topic Reports
• See metrics such as:
• the number of content pieces associated to the topic
• total sessions
• bounce rate
• and average sessions length.
• See the pillar page for that specific topic, as well as information regarding that
page’s performance
• Who gets it? Marketing Pro-level customers

Branching Logic in Company, Ticket, & Deals
Workflows
• Functionality that’s available in contact-based workflows has been
added for Company, Ticket, & Deal workflows
• Branching in workflows helps customers create powerful logic and
streamline what would have been multiple workflows into one place
• Who gets it? Sales Pro, Service Hub Pro, and Marketing Pro and all
Enterprise tiers

Service Hub Additions:
• Embedded Automation for Feedback: New automation that allows you set up
actions that are triggered by a contact's response to a NPS survey.
• Knowledge Base Article Feedback: New feedback mechanism and insights that
tell knowledge base users how helpful their customers find a given knowledge
base article.
• Knowledge Base Search Reporting: See what clients are searching for.
• Re-order Knowledge Base Categories and Articles: New ability to control the
order in which articles and categories appear on the homepage and category
pages in your Service Hub knowledge base.
Who gets it? Service Hub Professional users

Using Live Chat & Conversational Strategies to Increase Sales & Customer Delight

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Using Live Chat & Conversational Strategies to Increase Sales & Customer Delight