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Demand generation is a critical growth strategy for most B2B businesses. A new survey from Botco AI looked at ways that artificial intelligence (AI)-based conversational marketing solutions (chatbots) are helping marketers boost their demand generation campaigns. What stood out was the sheer ubiquity of chatbots in demand generation as 85% of companies today use chatbot technology for demand generation campaigns.
Marketers who generate demand use chatbots to support a number of causes. According to respondents, the main benefit of chatbots is the ability to better understand the audience, as questions posed to chatbots and follow-up questions posed by them can shed crucial light on an audience’s pain points, challenges, and uncertainties.
The State of Chatbots in B2B Demand Generation report reveals that marketers have also found great success using chatbots to generate new leads, educate prospects about their company’s products and services, segment their target audience, build stronger customer relationships build, qualify leads for their sales force, and more.
Perhaps one of the most consistent benefits marketers get from chatbots is their ability to increase lead-to-customer conversion rates. Nearly all question-generating marketers using chatbots (99%) responded that chatbots have increased lead-to-customer conversion rates. More than half (56%) said they had seen an increase of 10% or more.
The primary channels that B2B marketers use to generate qualified leads are email, social media, digital advertising, paid search marketing, content marketing, organic search engine optimization, and webinars.
Other key findings include:
- Conversational AI is used to influence the entire marketing funnel, but especially the middle.
- Demand-generating B2B marketers also use chatbots to help educate prospects (43%), qualify leads for their sales force (42%), segment audiences (42%), build stronger customer relationships ( 42%) and booking demos and meetings or signups (31%).
The survey was based on responses from 1,000 B2B marketing professionals in the US. It was held in October 2022.
Read the full report from botco.
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Janice has been with businesskinda for 5 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider businesskinda team, Janice seeks to understand an audience before creating memorable, persuasive copy.