Turning Lead into $100K Opportunity with Chatbot: Key Insights

Digital marketing is pretty interesting some of the times. You simply don't know from where you may get your next opportunity.

Something similar happened with us. We have a chatbot available on our website and since our software falls in the enterprise-grade market (the $ value is in six figures mostly) we don't really expect to get deals through chatbots.

Recently, a deal came through chatbot and organic search from Qatar.

Here is the complete attribution of what happened.

1. The visitor came from an unknown keyword on our website. This usually happens on GA4 because Google has now started to hide most of the data for search results.
2. Anyway we were able to locate the keyword from search console by isolating the traffic data and the time at which the form was filled.
3. Interestingly, the person came from a UK IP address, we assume that most probably the person was using a VPN to browse.
4. The visitor engaged with the chatbot and filled out the details including their phone number and email address.
5. We have already created a refined chatbot that automatically gets all the information from the user in minimum prompts. So, this was an easy squeeze.

Once the details were in the system, our SDR got in touch with the user and discussion over their BANT requirements started. Soon the lead was converted into a deal.

Things We Learned from This Conversion

• Focus on multilingual traffic.

Even if your website not ranking well organically, start multilingual version. This would help you automatically rank on some of the keywords that you may have never thought of ranking before

• Add a Chatbot if you still haven't.

Make sure your chatbot asks the right questions and in minimum prompts. People usually get disengaged when they have to talk to a chatbot for more than 30 seconds.

• Fix Your Marketing Funnel

Make sure your marketing funnel is working properly i.e. visitor coming to the website is automatically going through the form and becoming a lead. This should be your first priority even before you start marketing your channels.

• Improve Attribution Modeling

While it is true that CRMs don't usually have all the information from Google Analytics. Also, Google Analytics may not always show the keywords. But it is also true that the same keywords can be found from Search Console if you know how to look for them - like we did in this case. If you have the keyword available and CRM is recording the page visit of the lead, then you can easily connect the dots.

• Keep Optimizing Your Marketing

Finally, make sure that you are optimizing everything on a regular basis. Like in our cases, we have started to optimize those keywords for better SERPs that brought us this lead alone. We know that the keyword has potential and moving it some places higher or adding relevant keywords will automatically bring us qualified leads.

Bonus Tip: Free Chatbots

Lastly, you can easily create a chatbot with pre-given templates on HubSpot, Zapier, and many other similar websites. If you need more refinements, you can also use IBM Watson for a completely custom chatbot that can work as per your commands.

Adding these chatbots on your website will not only help you squeeze more leads from the site but they will also ensure that you have a support rep available even when you are no physically present to answer visitor questions.