Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
India_VMUG_Adobe_Dynamic_Chat_11_2_Deck.pptx
1. Conversational Marketing
Unveiled: Exploring Adobe
Dynamic Chat and Its
Offerings
Ajay Sarpal | Founder and CEO, Unicorn Martech
DBA
Darshil Shah | Senior Consultant, Deloitte
Sreekanth Reddy | Senior PM, Adobe
2. Agenda
Housekeeping
Conversational Marketing – MAP Use cases
The Adobe Dynamic Chat Advantage
Adobe Dynamic Chat: Key Capabilities
Adobe Dynamic Chat Key Features Walkthrough
All about Adobe Dynamic Chat Generative AI
Integration with Adobe Experience Cloud
FAQs and Summary
Q and A
Full URL:
http://trustradi.us/marketo-engage-0222c
Ajay to cover this
Intro: To call out a few important ones here it helps you
Adjust lead and account scoring modules for more granular qualification
You can use chat to fuel your paid media strategy such as retargeting site visitors that engaged in conversations
Trigger nurture stream transitions based on their chat activity and more..
Outro: Dynamic chat also maximized your overall total adobe investment
Ajay to cover this
Intro: Here are a few of the features that I want to call out that really give you the essentials you need to deploy chat successfully
The 3 out-of-the-box dialogues that I mentioned are incredibly helpful to get you up and running quickly and cover 3 main use cases of chat
To facilitate strong Sales and Marketing alignment, Adobe Dynamic Chat reduces the friction in the handoff process by allowing web visitors to book meetings with Sales directly in the chat window
Adobe Dynamic Chat pulls offers available time slots for a rep through integrations with Gmail and Outlook calendars
But how does it know which rep to schedule time with? Adobe Dynamic Chat allows users to use either round robin or attribute-based lead routing so you can distribute meeting bookings appropriately across the Sales team
And Adobe Dynamic Chat supports both lead and account-based marketing with targeting filters that apply to both, giving you the power to reach web visitors in the most effective way
Adobe Dynamic Chat also allows marketers to define granular goals to track success every step of the way
Adobe Dynamic Chat also provides detailed analytics on chat performance with insights into how many conversations have been triggered, interaction rates, conversation completion rates, and more
And we also built an interactive dashboard that details meetings booked and upcoming meetings for Sales
Transition: These features and more are sure to get you up and running and successful with chat as a marketing channel faster than ever.
Intro: Using Adobe Dynamic Chat is an incredibly easy and familiar way to start using chat on your website
First, build and configure your chat conversations
As I mentioned before, this is incredibly simple with a drag and drop interface and 3 out-of-the-box playbooks that give you the framework for 3 common chat use cases
As part of the configuration, you’ll use unique account and lead data to segment and target web visitors with the right chat
Based on the logic and segmentation you set up, Adobe Dynamic Chat will automatically activate the most relevant chat for each web visitor to maximize engagement and conversion
During that activated chat, you can proactively engage web visitors with interactive content and perhaps capture email address, free text, phone number, and more
And of course Adobe Dynamic Chat simplifies the handoff to Sales by allowing web visitors engaged in chat to set up meetings with Sales reps directly through the chat window, using either round robin or attribute-based logic to route leads appropriately
Then, of course, you want to know what’s working!
Adobe Dynamic Chat comes with detailed chat analytics and interactive dashboards that give you quick insights into meetings that have been booked and upcoming meetings
Outro: Feedback from our beta customers right now is that Dynamic chat is incredibly easy to use and some customers have even reduce their build time for chat to about 10 min
Intro: Dynamic chat offers multiple ways to relate to your modern day B2B buyer
With Adobe Dynamic Chat you can…
Use automated chat which is great for prompting topics, addressing FAQs, drive awareness for events and redirecting site traffic to low traffic pages.
Use conversational forms to speed of the follow up and sales meeting booking process, powered by marketo engage forms you can easily qualify and book meetings without a chat bot
Use Live chat which is great for BDR teams to chat directly with the buyer and address questions early on. This ensures you are always talking to hand raisers
And lastly use generative chat to maximize this “self-serve” experience and help built immediate trust with customers through a natural and very intelligent experience.
Transition: All at no additional cost and with easy setup, you can do a lot with chat on your website
Intro: As another channel in the Marketo Engage ecosystem, Adobe Dynamic Chat really maximizes your cross-channel strategy in several ways
First, I want to mention that chat activities and filters are available that make it easy to action chat data in other parts of your marketing strategy
This can be used in a few different ways:
Adobe Dynamic Chat engagement data is added to the lead record, giving you a holistic view of your leads in a native and seamless way
Because this data is stored on the lead record, segments and audiences can be created based on chat engagement then synced to Adobe Experience Cloud applications for further activation
This data can also be used to score leads and to send custom alerts to Sales
And then of course, you can add audiences to other programs based on their chat engagement, for example:
You can add web visitors to email programs based on their chat engagement to continue the conversation
You can also use chat engagement data to activate relevant ads and get the most ROI out of your paid media strategies
And similarly, you can add web visitors that engaged in chat to your upcoming events and webinars
Transition: Now lets talk about some of the use cases for Marketing Automation that DC unlocks
Ajay to cover this
API Quota - Lower cost of implementation and no conflict with other API integrations
Conversational Forms - Simple configuration using familiar Marketo features (i'm bad at wordsmithing)
Smart List sync - Target leads using near real time updates to changes
Conversational Activities - Doesn't consume custom activity quota
Conversational Forms
MSI and MSI: Actions updates (still need to get screenshots from in progress work)
Trigger tokens for Interesting Moments, CRM Tasks, and Alert Emails
Native activities/filters/triggers
Near real time Smart List targeting
Ajay to cover this
Full URL:
http://trustradi.us/marketo-engage-0222c
Full URL:
http://trustradi.us/marketo-engage-0222c
Full URL:
http://trustradi.us/marketo-engage-0222c
Full URL:
http://trustradi.us/marketo-engage-0222c
Full URL:
http://trustradi.us/marketo-engage-0222c
Full URL:
http://trustradi.us/marketo-engage-0222c
Full URL:
http://trustradi.us/marketo-engage-0222c
Full URL:
http://trustradi.us/marketo-engage-0222c
Full URL:
http://trustradi.us/marketo-engage-0222c
Full URL:
http://trustradi.us/marketo-engage-0222c
Ajay to cover this
Our POV is generative ai will turn chat into the most efficient brand ambassador you’ve every hired
It’s a marketer, sales and product expert hybrid employee that you can choose the personality and expertise for to make sure it’s the perfect culture and job fit, without the long-term training or ramp up.
It’s the perfect blend of sales, marketing, technical knowledge (like product and feature related), general knowledge (pricing and packaging)
Ajay to cover this
Intro it also maximizes other Adobe Applications
With adobe Ad Cloud you can sync Adobe Dynamic Chat audiences, or enrich existing audiences, across advertising channels to help e-target engaged chat visitors with personalized ads to drive them back to your website
With Adobe Analytics you can , Sync Adobe Dynamic Chat audiences for advanced pre- and post-chat website behavior analysis to see which pages across your website are driving the most chat conversions and which pages have the most drop-off.
And with Marketo Measure you can view the impact that your conversations and dialogues are having on revenue compared to all other programs using industry-leading attribution to justify marketing’s effort and grow future budgets
Outro: Clearly it maximized more than just these 3 examples but definitely read up on the other products.