Triggering click-to-chat only for active buyers yields high ROI
Amanda Kahlow · Predictive Analytics for B2B Marketing // Amanda Kahlow, 6Sense [FirstMark's Data Driven] · May 23, 2016 · at 10:25
Amanda Kahlow, founder and CEO of 6Sense, discusses how B2B companies can optimize website conversion tools using predictive intent data.
0:00 / 0:12exact quote · 12.9s
▶ Watch the full episode on YouTube → 720p mp4 · rendered on demand · StarZero watermark
“If you're a B to B company, you have tens of millions of visitors coming to your site, and you pop up click to chat on everyone, it's going to cost you way too much money. But if you pop it up when somebody's actually in a buying mode, and they're actually ready to buy, it has incredible ROI.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Amanda Kahlow
B2B buyers leave much richer digital traces than B2C consumers
“And the beauty for B to B is that the research That you're doing in a B to B environment, as you're going across these multiple screens, and you have multiple buyers across these buying committees, they're leaving a far richer digital trace than anything B to …”
Traditional B2B lead generation is broken because buyers despise forms
“The entire premise of B to B marketing and lead generation is broken. Because it's based on something that buyers inherently are object to doing. They do not want to fill out these forms.”
Traditional B2B sales territories are arbitrary assignments that ignore buyer needs
“What are territory lists? Random, arbitrary assignments by some sales leader that has nothing to do with what your buyers need or want, right?”