MARKETING & SALES FUNNEL

Traffic to leads

Leads to meetings

Meetings to opportunities

Opportunities to closed won

FUNNEL ANALYSIS

1. What area of your funnel are you most interested in improving?

2. What campaigns are you currently running to generate leads?

3. What experiments are you running to improve conversion rates?

10 BOT PLAYS

1. Second Net Bot2. Conversation Starter Bot3. Pricing Page Bot4. Retargeting Bot5. Account Based Marketing Bot

6. Paid Ad Converter Bot7. Lead Magnet Bot8. Demo Bot9. Email List Supercharger Bot10. Fastlane Bot

PICK YOUR PLAY:

How to Increase Your Conversion Rate At Each Stage Of The Customer

Journey

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TOP OF THE FUNNEL

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○ You don’t have a ton of traffic that comes to your site

○ And you want to take advantage of the traffic that you do have by driving qualified conversations all over your site

○ But you don’t want to have a “one size fits all” website experience

○ So we prescribe: The Conversation Starter

Conversation Starter Bot○ Show on your highest trafficked pages:

Homepage, Contact Us○ Great copy, headline, hook, and offer will

get you more conversations○ Think: what would you say in-person? Or

what would stop someone in their tracks to talk to you

○ PRO TIP: The preview text is 100 characters

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Test A Live Bot | ⚡Get The Blueprint | 👀 👩�💼 See Examples

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○ Your blog drives a ton of traffic to your site and you’re trying to build up your subscriber list

○ This could end up being a replacement for your request a demo/contact us form can help you ask fewer questions, drive more conversions from your high intent visitors and book meetings for your sales team when their prospects are ready now.

Email List Supercharger Bot○ Proactively reach out to the traffic you’re

driving to your blog to add more subscribers

○ This could end up being a replacement for your subscription form and help you personalize your subscription message based on the URL of the blog TH

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Test A Live Bot | ⚡Get The Blueprint | 👀 👩�💼 See Examples

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○ You have a page that has a form on it to try and drive conversions.

○ And you’re not willing to rip out that form because it does drive some conversions, and you want an easy way to implement conversational marketing without changing up your entire workflow.

○ But the conversions on that page aren’t amazing. They sit around 1-2%

○ So we prescribe: The Second net bot

Second Net Bot

○ Show on pages that have forms○ Proactively hook visitors by allowing

them to skip the form and get to their end goal faster with the bot

○ Let the buyer skip the unnecessary questions, skip the line, and connect with your team now.

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Test A Live Bot | ⚡Get The Blueprint | 👀 👩�💼 See Examples

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○ Your have a ton of “middle of the funnel” content

○ And you drive a lot of traffic to that content○ But you have a hard time moving those leads

further down the funnel to try and get the to buy or chat with your team.

○ So we prescribe: The Lead Magnet bot

Lead Magnet Bot○ You marketing and content teams are

pushing out a ton of resources for your middle of the funnel traffic but you’re having trouble driving traffic from the middle of the funnel to the bottom of the funnel

○ You want a way to connect people who download content to your sales team when their intent is highest: now.

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Test A Live Bot | ⚡Get The Blueprint | 👀 👩�💼 See Examples

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MIDDLE OF THE FUNNEL

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○ You have a lot of traffic coming to your site either through retargeting campaigns, your content, or a loyal following of fans.

○ And you know that returning visitors have higher intent and a higher chance of converting

○ But you treat those visitors just like first time visitors. You don’t create a custom experience for them on your website

○ So we prescribe: The Retargeting Bot

Retargeting Bot

○ Create a custom experience for returning traffic on your site

○ Driving that returning traffic lower down your funnel to create more qualified conversions with already engaged visitor.

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Test A Live Bot | ⚡Get The Blueprint | 👀 👩�💼 See Examples

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○ You spend a LOT of money on Paid campaigns. But you drive that traffic to an overview page with a form on it, or treat that traffic just like anyone else.

○ And you know that paying for traffic means that you need to convert more of those users to make your campaigns successful

○ But you treat those visitors just like anyone else who comes on to your website

○ So we prescribe: The Paid Ad Converter

Paid Ad Converter Bot○ Make sure you keep your traffic’s attention.○ You can get super granular and

personalize the messages based on the campaign, keyword, or source the visitors are coming from! If you’re going to pay for traffic, make sure you’re giving them a more custom experience than anyone else on your site

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Test A Live Bot | ⚡Get The Blueprint | 👀 👩�💼 See Examples

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○ You have a pricing page. A page that shows a higher intent from your buyers than most pages on your site

○ OR you gate your pricing with a form a see more support questions than actual sales conversations going into that form.

○ But you want to be able to answer questions on how your pricing actually works, which plan would be best for them, without updating the website.

○ So we prescribe: The Pricing Page concierge

Pricing Page Bot○ This is one of the highest intent pages on

your site, but gets a lot of questions○ Answer overarching questions about

pricing, to get more details it’s best to chat with a member of your team

○ Let the buyer get just enough information where they want to connect with your team to discuss their use case.

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Test A Live Bot | ⚡Get The Blueprint | 👀 👩�💼 See Examples

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BOTTOM OF THE FUNNEL

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○ You have a “request a demo” form that you try and drive traffic to from your homepage and other pages on your site

○ And you’ve been trying to optimize that page for conversions and have been using Drift to book meetings on other pages on your site.

○ But the form doesn’t convert super well. ○ OR you’ve been using Drift as a second net

on your demo form and it’s outperforming your demo request form.

○ So we prescribe: The Demo bot

Demo Bot○ People who request a demo from your

team have super high intent, but making them jump through hoops means your conversion rate is pretty low.

○ This could end up being a replacement for your request a demo/contact us form can help you ask fewer questions, drive more conversions from your high intent visitors and book meetings for your sales team when their prospects are ready now.

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Test A Live Bot | ⚡Get The Blueprint | 👀 👩�💼 See Examples

https://now.drift.click/t/assessment

○ You have an ideal customer fit profile you want to drive more conversations with on your website

○ And you want to give them direct access to your team

○ But they’re not a targeted account that your sales team is going after

○ So we prescribe:

FastLane Bot○ Use targeting conditions to omit

qualification questions. If you don’t have firmographic targeting, ask your most important qualification question first, and then give those leads a fastlane to sales.

○ Make the bot as painless of an experience as possible, but if someone isn’t ready to schedule a meeting yet, offer a piece of content

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Test A Live Bot | ⚡Get The Blueprint | 👀 👩�💼 See Examples

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○ Your sales team has a list of 100-1000 dream customers that they’re trying to target

○ And you’ve been aiding in that outreach with campaigns like direct mail, ads, etc.

○ But when that account comes onto the website, they don’t get the red carpet rolled out for them, they have to jump through the same hoops as everyone else. PLUS the rep doesn’t know that the account is on the site and has to follow up with them later.

○ So we prescribe: The Dream Client Finder aka ABM

Account Based Marketing Bot

○ Your sales team might have a list of the top

10, 100, 1000 companies that’d be a good fit for your business, but when they come onto the site they get treated like everyone else.

○ This play has the message come from the account owner, who also gets notified in real time when that account is on the site so they can engage immediately

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⚡Get The Blueprint | 👀 👩�💼 See Examples

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ABM™

.INTRODUCING.

CONVERSATIONAL

Roll out the red carpet for your VIPs using Marketo + Drift.

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