IT Market: Implementing a Chatbot Across 3 Lead Nurturing Funnels
Diana
Email Marketing
Denis
Sales Funnel and Automation
Anna
Graphic Designer
Tasks
Development of an Informational Chatbot for Webinars, Offline Events, and Website Visitor Nurturing
Creating an Additional Customer Communication Channel
Providing Customers with Comprehensive Information about Company Products and Services
Project Challenges
Intense Competition
Following the sudden departure of several IT companies from the market, numerous new and ambitious players have emerged.
Identical IT Product
One of the common reasons for companies to reject solutions is the lack of distinct advantages compared to similar services offered by other companies.
Migrating from One Service to Another
During the development stage, it was discovered that the company had already integrated Live Chat with one of the services for chatbot configuration. However, this service did not allow for setting up the required funnels for the new chatbot or preserving the functionality of Live Chat.
Expert Comment:
Maria
Senior Project Manager
“Pentesting was one of the most popular services in the summer of 2024. Without a compelling offer and a strong reputation, the sales cycle can significantly lengthen, as potential clients are comparing offers from dozens of companies.”
Results
3
The chatbot funnels have been launched
2
We have developed quiz options for lead nurturing
20+
Tags for User Segmentation
1
One month for project implementation
How We Did It
1.We conducted a briefing
During the briefing, we defined the goals and objectives of the chatbot, its functionality, and selected the service for configuration. We decided that the chatbot would operate within three funnels:
• Funnel for online events.
• Funnel for offline events.
• Funnel for the website.
2.We have initiated the first phase of development
The client’s chatbot should both nurture the audience and simplify communication with website visitors.
In the initial development stage, it was necessary to create prototypes of the future chatbot. Afterward, these prototypes were filled with text and graphical content, and the process of transferring them to the service began.
Since we determined during the briefing that the chatbot would operate within three funnels, prototypes and content had to be developed concurrently for all three funnels.
Chatbots come in various forms. The simplest ones are assembled using builders to nurture the audience and ultimately present an offer to the user.
Another type of chatbot is used for user support. This helps streamline communication and enhance brand loyalty.
3.Service Configuration
Before the launch, we:
1. Transferred the ready prototypes to the service.
2. Configured the sending of contact information to the client’s email.
3. Assigned a unique set of tags to each funnel to differentiate and segment users.
4. Set up the delivery of lead magnets directly to the chatbot.
5. Enabled features for nurturing and re-engaging users in the bot when they exit or remain inactive for an extended period.
4.We conducted a series of tests
Before the official launch of the chatbot, we conducted a series of tests that helped us follow the customer's journey and identify any weaknesses. Following all the testing, the chatbot was deployed in the Telegram messenger.
The chatbot is capable of:
– Accepting and segmenting users from various sources, directing them to the appropriate funnel.
– Nurturing users with quizzes at different stages of the funnel.
– Collecting contact information and providing information about company events or important updates.
Conclusions:
1. Informational chatbots can help nurture users and increase lead conversion into sales. The goal of such chatbots is to shorten the user’s path and lead them to a purchase.
2. Informational chatbots are capable of streamlining the work of customer support. By developing a functional menu, you can automatically respond to specific user queries within the chatbot.
3. The functionality of chatbots is highly diverse. Chatbots have the ability to replace certain interaction channels with users. Within a chatbot, you can send informational messages, nurture users with various quizzes, or use chatbots in advertising.