{"id":5769,"date":"2019-02-28T13:15:34","date_gmt":"2019-02-28T12:15:34","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=5769"},"modified":"2026-04-23T14:33:13","modified_gmt":"2026-04-23T13:33:13","slug":"conversational-marketing","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/conversational-marketing\/","title":{"rendered":"Expert RoundUp Vol. 1 &#8211; Conversational Marketing: Can it Boost Sales?"},"content":{"rendered":"<p>Lately, I&#8217;ve spent some time observing new trends in <span id=\"urn:enhancement-6266550c\" class=\"textannotation disambiguated wl-thing\">sales<\/span> and marketing. I couldn&#8217;t help but be drawn to &#8220;conversational marketing&#8221;,\u00a0a novel\u00a0idea introduced by <a href=\"https:\/\/www.drift.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Drift<\/a>, a platform that offers all-round\u00a0solutions for staying in touch with customers and leads.<\/p>\n<p>The term itself seemed really interesting to me. After all, cold <span id=\"urn:enhancement-9a232d32\" class=\"textannotation disambiguated wl-thing\">emailing<\/span> is a form of starting a conversation, so if something like &#8220;conversational marketing&#8221; gets blog coverage, it&#8217;s even better for cold <span id=\"urn:enhancement-a18c6ccf\" class=\"textannotation disambiguated wl-thing\">emailing<\/span> and\u00a0similar technology that enables brands to\u00a0stay in touch with their leads.<\/p>\n<p>So I popped into a\u00a0chat with Mark Kilens from Drift who&#8217;s worked extremely hard on Drift&#8217;s <a href=\"https:\/\/www.drift.com\/conversational-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">Conversational Framework<\/a>. I also\u00a0reached out to lead generation experts and asked them to say a few words about the rise of chatbots and conversational marketing.<\/p>\n<p>Let&#8217;s see what they\u00a0had to say about it.<\/p>\n<h2>Who took part in the Expert RoundUp Vol.1<\/h2>\n<p>Here&#8217;s a list of people I invited to take part in the first Woodpecker Expert RoundUp.<\/p>\n<ul>\n<li>Mark Kilens from <a href=\"https:\/\/drift.com\" target=\"_blank\" rel=\"noopener noreferrer\">Drift<\/a><\/li>\n<li>Will Cannon from <a href=\"https:\/\/uplead.com\" target=\"_blank\" rel=\"noopener noreferrer\">UpLead<\/a><\/li>\n<li>Stephen M. Lowisz from 21 Leap<\/li>\n<li>\u00c9tienne Garbugli from <a href=\"https:\/\/training.gethighlights.co\/saas-email-marketing-masterclass?utm_source=woodpecker-expert&amp;utm_medium=referral&amp;utm_campaign=highlights\" target=\"_blank\" rel=\"noopener noreferrer\">Highlights<\/a><\/li>\n<li>Luis Camacho from <a href=\"https:\/\/fantomagency.com\/?utm_source=Woodpecker&amp;utm_medium=Blog&amp;utm_campaign=Expert+Roundup\" target=\"_blank\" rel=\"noopener noreferrer\">Fant\u00f4m Agency<\/a><\/li>\n<li>David Henzel from <a href=\"https:\/\/taskdrive.com\" target=\"_blank\" rel=\"noopener noreferrer\">TaskDrive<\/a><\/li>\n<li>Jonny Rose from <a href=\"https:\/\/leadgeneration.chat\" target=\"_blank\" rel=\"noopener noreferrer\">Lead Generation Nation<\/a><\/li>\n<li>Gaetano from <a href=\"https:\/\/www.earlyparrot.com\" target=\"_blank\" rel=\"noopener noreferrer\">EarlyParrot<\/a><\/li>\n<li>Morgan Williams at <a href=\"https:\/\/morgandwilliams.com\/cold-email-marketing-case-study\/?utm_source=woodpecker&amp;utm_medium=guestpost&amp;utm_campaign=websites\" target=\"_blank\" rel=\"noopener noreferrer\">MorganDWilliams.com<\/a><\/li>\n<li>Deepak Shukla from <a href=\"https:\/\/pearllemon.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pearl Lemon<\/a><\/li>\n<li>Ognjen Vukovi\u0107 from <a href=\"https:\/\/reportz.io\/?utm_source=Woodpecker&amp;utm_medium=Blog\" target=\"_blank\" rel=\"noopener noreferrer\">Reportz.io<\/a><\/li>\n<li>Ryan Nahas from <a href=\"https:\/\/growthgenius.com\" target=\"_blank\" rel=\"noopener noreferrer\">GrowthGenius<\/a><\/li>\n<li>Dr. Stanley Mungwe from <a href=\"https:\/\/leadmehome.io\" target=\"_blank\" rel=\"noopener noreferrer\">LeadmeHome<\/a><\/li>\n<\/ul>\n<h2>What is conversational marketing?<\/h2>\n<p>From what I&#8217;ve gathered from my conversation with Mark, &#8220;conversational marketing&#8221; is a way of\u00a0using 1-on-1 conversations to drive <span id=\"urn:enhancement-445a8e9c\" class=\"textannotation disambiguated wl-thing\">sales<\/span>.<\/p>\n<p>No matter how users get\u00a0to\u00a0your\u00a0website, you immediately get to engage with them, understand where they are coming from. Basically, you can be there for them to answer\u00a0any questions they have about your <span id=\"urn:enhancement-215a2f6f\" class=\"textannotation disambiguated wl-thing\">business<\/span>.<\/p>\n<p>In a long run,\u00a0such an approach can drive more <span id=\"urn:enhancement-bb2f2c7e\" class=\"textannotation disambiguated wl-thing\">sales<\/span>, since, with the right technology, you can create helpful conversations and recommend the right thing for the right person at the right time. In turn, you see an increase in conversions.<\/p>\n<p>What technology can be used in conversational marketing? Any type of messaging tech, such as<\/p>\n<ul>\n<li><strong>live chat<\/strong> installed on your website or inside the app;<\/li>\n<li><strong>chatbot<\/strong> installed on your website or Facebook.<\/li>\n<\/ul>\n<p>It all seems interesting. Especially when Mark shared with me\u00a0a study which claims that\u00a0<a href=\"https:\/\/hub.uberflip.com\/blog\/the-real-reason-your-marketing-content-isn-t-converting-and-how-to-fix-it\" target=\"_blank\" rel=\"noopener noreferrer\">an average conversion rate for B2B websites is 2%<\/a> providing that you rely only on forms.<\/p>\n<p>Can conversational marketing change that? What is the general feeling about it? I asked\u00a0a few lead generation experts.<\/p>\n<h2>What do lead generation experts have to say about it?<\/h2>\n<p>Conversational marketing seems to have some merits. You can get to know your website visitor&#8217;s vocabulary and use it in your next cold <span id=\"urn:enhancement-8bd9cffd\" class=\"textannotation disambiguated wl-thing\">email<\/span> campaign. You can get <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/mail-merge-custom-fields\/\" target=\"_blank\" rel=\"noopener noreferrer\">some ideas for email personalization<\/a>. You can qualify a lead and design an <span id=\"urn:enhancement-3ece97fc\" class=\"textannotation disambiguated wl-thing\">email<\/span> campaign for.<\/p>\n<p>Conversely, you can install a chat on a landing page you <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/a-little-big-thing-what-do-i-put-in-my-email-signature\/\" target=\"_blank\" rel=\"noopener noreferrer\">link to in your email signature<\/a>. Whenever a prospect gets on the landing page, you can engage with them further via the chat and hold the conversation.<\/p>\n<p>There are a lot of possibilities.<\/p>\n<p>But since I have little to no experience with this trend, I asked around the people who are very much involved in lead generation what their thoughts on conversational marketing are.<\/p>\n<p>First, I tried to find out whether my experts have\u00a0explored conversational marketing.<\/p>\n<h3>Is\u00a0conversational marketing worth trying?<\/h3>\n<p>A vast majority of my experts have tried using various methods of conversational marketing. Overall, they&#8217;re very optimistic about the technology that&#8217;s behind them.<\/p>\n<p><a href=\"https:\/\/www.gethighlights.co\/\" target=\"_blank\" rel=\"noopener noreferrer\">Highlights<\/a>, for example, uses &#8220;a variety of conversational marketing tactics to convert inbound traffic into leads depending on the source of traffic and intent,&#8221; as stated by \u00c9tienne Garbugli.<\/p>\n<p>The same\u00a0goes for <a href=\"https:\/\/reportz.io\/?utm_source=Woodpecker&amp;utm_medium=Blog\" target=\"_blank\" rel=\"noopener noreferrer\">Reportz.io<\/a>; Ognjen Vukovi\u0107\u00a0believes that conversational marketing platforms\u00a0gave Reportz.io &#8220;an option to <strong>engage<\/strong>, <strong>sort<\/strong> and <strong>qualify users faster<\/strong>.&#8221; They can save their <span id=\"urn:enhancement-b42911\" class=\"textannotation disambiguated wl-thing\">sales<\/span> rep some time.\u00a0It would definitely be a plus for <span id=\"urn:enhancement-9c6aae79\" class=\"textannotation disambiguated wl-organization\">Woodpecker<\/span>&#8216;s <span id=\"urn:enhancement-b2184926\" class=\"textannotation disambiguated wl-thing\">sales<\/span> teams.<\/p>\n<p><a href=\"https:\/\/uplead.com\" target=\"_blank\" rel=\"noopener noreferrer\">UpLead<\/a>, too, uses &#8220;conversational marketing as one of [their] key strategies. Will Cannon shared that\u00a0developing a friendly tone of voice instead of a\u00a0formal one is a great way to\u00a0establish a connection\u00a0with your leads. And a connection is something we want when trying to establish a <span id=\"urn:enhancement-f7ac5757\" class=\"textannotation disambiguated wl-thing\">business<\/span> relationship.\u00a0Will said that:<\/p>\n<blockquote><p>We find that a conversational tone beats a stiff, overly formal tone any day. It doesn&#8217;t matter whether you&#8217;re engaging\u00a0a website\u00a0visitor via\u00a0live chat, or creating\u00a0a lead magnet\u00a0for your ideal customer\u00a0&#8211; you&#8217;ll want\u00a0to <strong>speak\u00a0to them like an actual human being<\/strong>, instead\u00a0of\u00a0being too &#8220;corporate&#8221; and\/or\u00a0spouting jargon at them. At the end of the day, the goal is to <strong>build rapport with your leads<\/strong>, and <strong>reach out in a way that makes sense to them<\/strong> &#8211; that&#8217;s where conversational marketing comes in.<\/p><\/blockquote>\n<h3>What about chatbots?<\/h3>\n<p>When I asked Will whether Uplead has any experience with chatbots, he said that they don&#8217;t. The majority of the experts I talked to have tried chatbots, especially the ones in Facebook Messenger.<\/p>\n<p>As Luis Camacho from\u00a0<a href=\"https:\/\/fantomagency.com\/?utm_source=Woodpecker&amp;utm_medium=Blog&amp;utm_campaign=Expert+Roundup\" target=\"_blank\" rel=\"noopener noreferrer\">Fant\u00f4m Agency<\/a> told me, FB Messenger chatbots &#8220;provide a personal experience even when you&#8217;re not there.&#8221;<\/p>\n<p>Yet,\u00a0chatbots won&#8217;t close any deal or increase brand awareness. For that, you need a more sophisticated process. Jonny Rose from\u00a0<a href=\"https:\/\/leadgeneration.chat\" target=\"_blank\" rel=\"noopener noreferrer\">Lead Generation Nation<\/a>\u00a0summed it up perfectly:<\/p>\n<blockquote><p>Chatbots are only useful once a prospect lands on your website. They are no use for driving qualified traffic to your website. With that in mind, my view is that anyone using chatbots needs to be aware that chatbots are only\u00a0<strong>solving a small piece of the lead generation puzzle<\/strong>\u00a0&#8211; namely, lead qualification and conversion.<\/p><\/blockquote>\n<p>Chatbots do very little on their own. However, if you build a strategy in which your <span id=\"urn:enhancement-921e4dc\" class=\"textannotation disambiguated wl-thing\">sales<\/span> reps will take over at the right moment, you might generate some <span id=\"urn:enhancement-d78ef560\" class=\"textannotation disambiguated wl-thing\">sales<\/span> opportunities that way. Ryan from <a href=\"https:\/\/www.growthgenius.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">GrowthGenius<\/a> said that they generate 25% of their opportunities that way.<\/p>\n<p>Moreover, David Henzel from <a href=\"https:\/\/taskdrive.com\" target=\"_blank\" rel=\"noopener noreferrer\">TaskDrive<\/a> shared with me that they &#8220;discovered that people are more comfortable chatting with a real-life person before making a decision to schedule a call.&#8221;<\/p>\n<h4>So\u00a0where should we\u00a0put chatbots in our sales process?<\/h4>\n<p>Ognjen\u00a0concluded that &#8220;chatbots should be used as an instant touch, some sort of engager that let us <strong>qualify<\/strong> and <strong>categorize<\/strong> <strong>the person<\/strong>, in order to <strong>personalize the conversation<\/strong> with the user.&#8221;<\/p>\n<p>Stephen M. Lowisz, too, made a very interesting point about using chatbots.\u00a0This is what he observed:<\/p>\n<blockquote><p>We&#8217;ve found bots to be incredibly helpful for low-ticket items (&#8230;) however, at the high ticket level, like what we do at 21 LEAP, we&#8217;ve found the effectiveness to drop a bit. For <strong>general <span id=\"urn:enhancement-2174a693\" class=\"textannotation disambiguated wl-thing\">email<\/span> capturing<\/strong> and<strong> lead magnet delivery<\/strong>, Facebook has been great. For <strong>scheduling appointments<\/strong>, website chatbots can be leveraged. However, these are fully automated and don&#8217;t require any manual response within 5 minutes if done right.<\/p><\/blockquote>\n<p>It appears that chatbots are really useful in solving small problems and giving fast answers. Like any form of conversational marketing, you can use automated chat to qualify people who interact with you in that way and schedule calls using <a href=\"https:\/\/www.retellai.com\/ai-appointment-setter\">AI appointment setter<\/a> applications. Is this what compels lead generation experts to try them?<\/p>\n<h4>What makes chatbots so popular right now?<\/h4>\n<p>According to Luis Camacho, the method is successful because &#8220;the market has not reached a peak and is not being abused like other forms.&#8221; Thus, there&#8217;s still room for early adopters. The users are not fed up with chatbots, vying for their attention. Although who knows what will happen after more and more B2B companies adopt chatbots<\/p>\n<p>Does it mean it&#8217;s just a trend that will fade after some time? I asked the experts about that too.<\/p>\n<p><a href=\"https:\/\/morgandwilliams.com\" target=\"_blank\" rel=\"noopener noreferrer\">Morgan Williams<\/a>\u00a0thought the trend is here to stay. Ultimately, it gives\u00a0sales reps an option to get into a direct conversation with\u00a0a qualified lead way faster than any other method out there. He said:<\/p>\n<blockquote><p>I see any sales\/marketing innovation that successfully connects a true, hand-raising prospect with a salesperson faster as<strong> a net positive<\/strong> for both sides, a trend that is here to stay.<\/p><\/blockquote>\n<p>Chatbots and live chats can speed up communication between your sales team and potential leads. The trend\u00a0of using such technology is bound to mature then. Yet, will every company adopt it\u00a0successfully? Stanley Mungwe from <a href=\"https:\/\/leadmehome.io\" target=\"_blank\" rel=\"noopener noreferrer\">LeadmeHome<\/a> points out that if you don&#8217;t have\u00a0the right principles at your company, you won&#8217;t succeed, even with the best technology.<\/p>\n<blockquote><p>The issue is that no trend, tactics, or hack can replace fundamental client-centric marketing which is based on showing the right offer to the right audience in his right state at the right time.<\/p><\/blockquote>\n<p>So before you jump into the conversational marketing bandwagon, make sure your company is ready for that.<\/p>\n<h4>What is the downside of using chatbots?<\/h4>\n<p>At the end of the day, chatbots are just&#8230; bots that are still in an early adoption phase. They are imperfect and limited in their functionality. Jonny\u00a0observed:<\/p>\n<blockquote><p>The vast majority of bots are built using decision-tree logic, where<strong> the bot&#8217;s canned response relies on spotting specific keywords<\/strong> in the user input (&#8230;) Problems arise when life refuses to fit into those boxes.<\/p><\/blockquote>\n<p>Because of that chatbots can slow down the buying process. According to Deepak Shukla from\u00a0<a href=\"https:\/\/pearllemon.com\" target=\"_blank\" rel=\"noopener noreferrer\">Pear Lemon<\/a>:<\/p>\n<blockquote><p>Chatbots will always get in the way of the actual action because some people just might want to talk to a human and there&#8217;s\u00a0<strong>always some degree of delay with a chatbot<\/strong>\u00a0and nothing will ever replace the human experience.<\/p><\/blockquote>\n<p>Gaetano from\u00a0<a href=\"https:\/\/earlyparrot.com\" target=\"_blank\" rel=\"noopener noreferrer\">EarlyParrot<\/a>\u00a0observed another important hiccup with chatbots:<\/p>\n<blockquote><p>Some leads who are about to convert sometimes think that they are talking to a human being. So when a chatbot gets it wrong,\u00a0<strong>leads might be put off and want immediate assistance<\/strong>\u00a0by a human being.<\/p><\/blockquote>\n<p>Nevertheless, you can find a way around it, namely, don&#8217;t expect the chatbot to resolve every\u00a0query the user come to you with. Your sales reps may take over in crucial moments. Even so, it is desired for the salespeople to take over. As Ryan\u00a0said:<\/p>\n<blockquote><p>We&#8217;ve tested inviting a human into the conersation at various stages of the chatbot conversation, and without a doubt, can confidently say that once the prospect has indicated they want to speak to a salesperson, <strong>the earlier a human is introduced the better<\/strong>.<\/p><\/blockquote>\n<p>Chatbots won&#8217;t replace salespeople. You still need a human-to-human connection to close deals and build trust and rapport.<\/p>\n<h2>What&#8217;s the verdict?<\/h2>\n<p>I got interested in conversational marketing because cold emailing is a form of starting a conversation. You need to get in front of your leads, initiate a conversation with them in order to build trust and rapport. As we all know, we can&#8217;t close a deal after\u00a0sending just one email.<\/p>\n<p>Conversational marketing, and\u00a0messaging technology like\u00a0chatbots, won&#8217;t\u00a0increase sales on its own either. However, pair it with an amazing<a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/blog-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0inbound marketing<\/a>, professional <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/8-resources\/\" target=\"_blank\" rel=\"noopener noreferrer\">outbound tactics<\/a>, as well as a great service and it, will definitely work to your advantage.<\/p>\n<p>Make sure you&#8217;re ready to get your sales reps involved before you try conversational marketing technology. As we&#8217;ve seen, it&#8217;s essential. As the experts have told us, it&#8217;s essential to introduce a human being for it to be an effective strategy.<\/p>\n<p>All things considered,\u00a0give it a shot if you think you have a team to support it.<\/p>\n<p>Thanks to all the experts for contributing. If you\u00a0have tried conversational marketing, share your experience in the comments.<\/p>\n<p>\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Send powerful emails &amp; boost replies<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nStart free trial\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-1222351401\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-1222351401\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Start free trial\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lately, I&#8217;ve spent some time observing new trends in sales and marketing. I couldn&#8217;t help but be drawn to &#8220;conversational marketing&#8221;,\u00a0a novel\u00a0idea introduced by Drift, a platform that offers all-round\u00a0solutions for staying in touch with customers and leads.<br \/>\nThe term itself seemed really interesting to me. After all, cold emailing is a form of starting a conversation, so if something like &#8220;conversational marketing&#8221; gets blog coverage, it&#8217;s even better for cold emailing and\u00a0similar technology that enables brands to\u00a0stay in touch with their leads.<br \/>\nSo I popped into a\u00a0chat with Mark Kilens from Drift who&#8217;s worked extremely hard on Drift&#8217;s Conversational Framework. I also\u00a0reached out to lead generation experts and asked them to say a few words about the rise of chatbots and conversational marketing.<br \/>\nLet&#8217;s see what they\u00a0had to say about it.<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Expert RoundUp Vol. 1 - Conversational Marketing: Can it Boost Sales?<\/title>\n<meta name=\"description\" content=\"When a term like &quot;conversational marketing&quot; gets blog coverage, it&#039;s fantastic for cold emailing, a medium for starting conversations. 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