Why human-first conversations?

Humanize the digital customer experience

Use machine learning and AI to make your conversations more personalized.

Say no to the bot takeover.

Chatbots were meant to be your second line of defense, supporting marketing and sales when your team isn’t available—not pretending to be human.

What is Conversational Marketing?

The power of leveraging one-to-one engagement between you, and your buyer, in the form of real-time conversations.

The problems
It's trying to solve

The biggest challenge for B2B marketers is that you’re spending a lot of time and money bringing qualified leads to your website, but the conversion rates are getting lower and lower.

Your lead acquisition cost is getting higher, meanwhile, you aren’t connecting with your most engaged leads—while they’re on your website

The Evolution of
Conversational Language

Over the past decade, we’ve witnessed an evolution in how B2B marketers write and sell. Yesteryear’s corporate language and tech jargon is a thing of the past. The digital customer experience feels less like a stuffy conference and more like talking to a friend.

We’ve stopped talking like robots, but why are we now acting like them?

So, why human-first?

Especially when you have chatbots to do the work.

Remind yourself about the last chatbot experience you had. Did it enable you to buy or frustrate you to leave?

Unless your bots are foolproof, they can deliver a flawed digital customer experience to those qualified leads that are ready to speak to your sales team right now.

Friction in the buyer journey is a conversion-killer, an opportunity-staller, and an overall deal-breaker.

According to PwC’s Future of Customer Experience Survey, 82% of US and 74% of non-US consumers want more human interaction, even as machine learning and AI evolves.

Now imagine putting your prospects, customers, and the faces behind your business at the center of your marketing strategy for natural-born conversations and relationships. It can dramatically reduce the friction between you and your buyer.

So, start putting your prospects, customers, and the faces behind your business at the center of your marketing strategy. Let your buyer’s experience bypass tedious email exchanges, long web forms, and constant chatbot pop-ups, and go straight to a red-carpet connection to your sales team.

Because let’s face it: Your buyers are (kind of) in power.

For years, B2B marketers have functioned with the perspective of sellers. In fact, we’ve built marketing strategies, audience segmentation tools, and sales processes with that in mind.

But what if we can shift that thinking and put our buyers first?

Gartner research discovered that when B2B buyers are considering a purchase, they spend only 17% of that time meeting with potential suppliers, of which only 5% is spent with any one sales rep.

That is low, but not at all surprising.

They’ve got the tools and resources to evaluate your product, so when you finally manage to get their attention—learn to keep it.

No conversation is worth having unless the other person is listening.

THE RISE OF

Chatbots and their broken promises

When conversational marketing emerged as a popular marketing trend, chatbots became the B2B channel for marketers to forge one-on-one connections with their qualified leads and buyers.

What was once limited to customer service swiftly proved to be a worthy sales and marketing tool. From capturing email addresses and doing smart audience segmentation to responsively guiding customers along the sales funnel towards qualification, validation, nurturing, and retention, chatbots have enabled marketers to create a better digital customer experience.

But...

Although more and more marketers are investing in a messaging platform to make those one-on-connections with their prospects, not all buyers feel the love.

According to Helpshift via eMarketer, 51% of US adults dislike chatbots because they keep them from accessing a live person, while 48% find that they provide unhelpful responses.

Isn’t this human-to-human interaction on the website considered live chat?

Live Chat vs. Human-First Conversations

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.

Live Chat

Human-first conversational Marketing

  • Restricted hours of the day



  • Mostly used for customer support

  • Reactive approach to connecting with customers
  • On-demand, and when the team is out of office, chatbots can book meetings for them.
  • Mostly used for marketing, sales, and customer success
  • Proactive approach to connecting with prospects and customers while they’re engaged.

Even your most engaged buyers have to navigate a high-friction chatbot.

That isn’t personalized, contextualized, or even relevant to where
they are on their buyer journey.

ALSO IMPORTANT TO NOTE:

B2B buying cycles are way more complex

In fact, 77% B2B buyers reported to Gartner that their latest purchase was difficult or complex.

Given the complexity of the buying environment today, your prospects and customers want information they can trust and easily gauge to help them simplify the purchasing process.

While a bot can help you book meetings and acquire email addresses, it’s not what your prospects can trust to build relationships, and buy expensive software from—because that’s you.

SO, LET’S SUMMARIZE:

The benefits of human-first conversations:

More conversations:

Buyers get answers they need from the people who know it best.

Faster revenue cycles:

You allow less friction and fewer stalled sales opportunities.

VIP buying experience:

Your best prospects expect it, so it’s only right you deliver.

Happier sales team:

They get connected to their top accounts from the start.

ALAS

The "human" competitive differentiator

Channels evolve, personas change, technologies advance, but the one thing that stays constant through it all is our humanity. So the best marketing strategy in an age of explosive technological innovation turns out to be the oldest—being human.

If you can cut through the noise of the digital world and help marketers forge deep connections at a human level, you can stand out from the competition.
At Insent, our vision is to help connect your best prospects to you— from the moment they land on your website.

We want to equip you with the platform that opens the back door while they’re already engaged and enables you with content consumption and campaign insights to trigger relevant conversations.

Get Started With Insent

Schedule a time with our team to learn how you can start building relationships with your prospects today.