Justin Lee's Chatbot Summit talk on Bots, messaging and the future of marketing strategy.

1. Chatbot Summit
Bots, messaging, and the future
of marketing strategy

2. MY TIME IN SHANGHAI

4. 1. Chatbot Were The Next Big Thing?
2. The State of Chatbots
3. HubSpot Experiments
4. What We Know So Far

5. Chatbots Were The Next Big Thing?

6. Mobile World Congress 2017

7. “inevitable shift of focus for brands and
corporates to chatbots”
- Mobile World Congress 2017

8. Chatbot vs Email Marketing
December 2017

9. A year later...

10. A year later...

11. A year later...

12. Bots have replaced
apps?

13. We made strides in NLP?

14. The totally necessary Maroon 5 chatbot in action

15. Chatbots are not silver bullets

16. But...

17. chat & messaging is still around

18. The State of Chatbots

19. 1. Bots Vs Apps

20. Penny provides chatty advice and alerts alongside a traditional account
dashboard and transaction list

21. 2. For the developers,
by the developers

22. Layer gives developers the tools to create personalized messaging
experiences on mobile web and desktop web as well as native apps

23. 3. Channels

24. MESSAGING PLATFORMS

25. HubSpot Conversations unifies Facebook Messenger, onsite chat, social
media, email and other messaging outlets into one shared inbox.

26. HubSpot Experiments

27. What We Are Sharing Today
How HubSpot spent 70% less on
each lead using chatbots
How to add chatbots into your own
demand generation strategy
Key metrics for running your own
chatbot experiments
Best practices for aligning chatbots
with landing pages for higher
conversion

28. Facebook Messenger to Deliver Content & Generate Leads
We experimented with using Facebook Messenger instead
of email in our marketing, along with early results
We gave two options:
● Submit the form and receive the content immediately
and via email (traditional)
● Skip the form and get immediate access in Facebook
Messenger
We then sent regular Messenger broadcasts to the people
who had opted in, suppressed them from email sends, and
studied their behavior

29. Facebook Messenger to Deliver Content & Generate Leads
Messenger Emails (Control) % Difference
Open Rate 80% 33% 242%
Click Rate 13% 2.1% 619%
After four weeks, the engagement metrics of the two channels showed a clear winner.

30. Utilizing Chatbots to Create an Offline to Online Experience

31. Utilizing Chatbots to Create an Offline to Online Experience
We sent a meeting link to attendees who confirmed their attendance inside Messenger.

32. Utilizing Chatbots to Create an Offline to Online Experience

33. What We Know So Far

34. Consumer Behaviors & Expectations Have Shifted
In our on-demand world, real-time
world today, users seek immediacy.

35. People are spending more time in
messaging apps than in social media

36. Consumers expect information to be
delivered swiftly or purchases to be
completed within a few steps

40. In the world of
platforms

41. Developers = Users

43. hubspot.com/bots

44. Curated list of bots handpicked

45. Thank You For Your
Time
For more on Growth & SEO:
medium.com/@justinjwlee