As a marketer, you know how to get your audience’s attention. You create engaging content, and people click on your offers. But then what? 

What do you do with the clicks you generate? How do you get visitors’ attention and start a productive sales conversation?

Chatbots in B2B marketing and sales are the perfect lead generation tool for digital activities that lead prospects onto your website. However, while they offer an abundance of advantages, their performance drops off without the correct practices. 

Optimizing your chat tool to maximize your team’s efficiency and generate leads requires finding the balance between automated and human touchpoints in your chat platform’s programming. 

In today’s post, we look at best practices for using chat to convert your website leads. Let’s jump in.

How to Optimize Chatbots for B2B Lead Generation

1. Set up Chat for Real-Time Engagement

For your most valuable accounts, engaging in real time is a crucial part of generating demand. You want to capture website visitors when they’re the most receptive. This could be when they’re on a particular product page or when they spend a certain amount of time on your website. 

Chatbots provide the perfect bot-to-sales handoff, letting your visitors know that a human is available for a live chat when they’re ready for the next step. 

Based on a visitor’s activities, your chatbot can initiate a chat and then bring your sales team into the conversation. As reps jump in, they can use the visitor’s browsing history and buying signals to personalize the conversation. 

Buyers often prefer human interactions when they need to discuss their pain points. With the chatbot’s help, you can make a personal connection with your visitors, leverage context in your conversations, and maintain a friendly, engaging dialog. The result? From first-time prospects to returning customers, website visitors feel more confident moving forward in their decision-making process. 

2. Respond to Leads with Lightning Speed 

When a website visitor takes action on your site (e.g., downloading an ebook), the more proactive you are with your responses, and the faster you can reply to the prospect’s inquiries and concerns, the better. 

We live in the modern world of instant communication, where users want convenient and quick modes of communication. Chatbots satisfy this demand, allowing potential buyers to communicate their needs faster and with minimal “friction.” 

Consider this: What’s your average response time for a sales inquiry? Several hours or a few minutes? At ZoomInfo, our sales development reps (SDRs) respond to inbound leads within 90 seconds

If you want to make an impression that your visitors are at the forefront of your business, then fast response times are critical. Your bot-to-live-agent exchange will close the response-time gap and create a seamless experience for prospects.

3. Personalize Your Chat Messages

In an age of instant messaging, chatbots can quickly help you engage with prospects and customers. But like any marketing channel, you need to connect with the modern user, making them feel valued in their interactions with your company. 

Additionally, according to Folloze Research, 77% of B2B sales and marketing professionals believe personalized marketing experiences improve customer relationships.

Luckily, you can easily configure your chat tool to create personalized messages (and improve your lead generation!) by integrating with your marketing automation platform and customer relationship management (CRM) systems.

For instance, you can use your visitors’ information to greet them with their names or personalize the conversation based on their browsing history. 

Did they spend considerable time on your content page? Offer them relevant pieces of content. Are they return visitors? Acknowledge that they’re back and that you’re happy to help. Keep in mind: Simplicity goes a long way in the art of personalization.

4. Provide Your Best Prospects the Fast Lane to Sales

Prospects who are evaluating a solution want a quick and easy way around your website to find the information they need. Time is of the essence in the B2B world, and every click counts. So, once you know your visiting prospect is engaged and ready to take the next step, you need to connect them to a sales rep.

Using your chat software, you can offer visitors the opportunity to speak to your sales team with a straightforward button or skip the automated process and connect live with your agents. Not only will this help you reduce your bounce rates, but you can also minimize dropoff and, ultimately, capture potential leads.

5. Use Engagement History to Continue the Conversation

A visitor’s engagement history is gold for an SDR. Leverage previous interactions to keep your visitors engaged and less inclined to leave. 

If you sense that visitors are about to bounce from your website, trigger your chatbot to start a conversation based on their engagement history. Initiating the automated chat can address specific problems that the lead couldn’t resolve from your website content. 

Additionally, if you notice that a visitor previously interacted with a bot or agent, your teams can use that data to understand where the prospect is in the buying process.

Either way, you want to keep the conversation going, capture their attention, and convert them in the process. 

6. Train Your Sales Team on Best Practices for Chat 

Your chatbots contribute to the success of your lead generation strategy, including automating processes and transferring chats to live sales agents. Your sales team is the critical component to retaining your leads and converting them into customers. If your sales team fails to employ simple practices, your sales cycle can stall.

Train your sales team to employ all the best practices to manage the bot’s interactions and transitions to live conversations. Simple procedures can make the experience all the better for both parties involved. 

That includes equipping your teams with extensive product and website knowledge, making sure their informal dialog aligns with your brand voice, and teaching them how to prioritize prospects on your site in real time. 

The beauty of chatbots is their ability to engage with multiple visitors at the same time. Once your sales reps are aware of this, they need to get comfortable handling numerous inquiries at the same time and carrying on multiple conversations without losing a lead’s interest. 

7. Integrate Chat With Your Marketing Automation and CRM

The magic happens when you integrate chat into your tech stack — your CRM, marketing automation tools, and collaboration software (Slack, Teams, and Zoom).  

For one, marketing and sales can align on the accounts you want to turn into customers. However, keeping track of conversation details, such as customer issues and pain points, can be challenging. To make the information easily accessible, you can integrate your chatbot with your marketing automation and CRM platforms. 

ZoomInfo Chat integrates with platforms such as Marketo, Salesforce, and Hubspot. The tech mix makes it easier for your SDRs to access all your contacts’ data, view previous conversations to target them in future interactions, and support customers faster than before. Plus, all your information is under one roof, making your process smoother for all your website visitor interactions.  

Bringing Intelligence to the Conversation

Chatbots fit perfectly with the era of instant messaging and personalization. When your marketing and sales teams tap into the chat tool’s full potential, they can improve their lead generation numbers and get more qualified leads into the pipeline. 

Unlike other chat tools, ZoomInfo Chat brings conversational intelligence to the chat experience. Marketing and sales can use real-time visitor insights to automate lead routing, jump into live chats fully prepared, and get more meetings scheduled. 

About the author


ZoomInfo combines the leading business contact database with best-in-class technology to pinpoint, process, and deliver the marketing and sales intelligence you need— exactly when and how you need it, to always hit your number.

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