How to Create a Red Carpet Experience for all Your Website Visitors with Terminus Chat Experiences
There’s nothing better than providing a VIP experience for everybody that comes in contact with your brand. Seriously. Not only is it the best feeling as a marketer to know “Hey, we really nailed that experience”, but it’s also kind of (definitely) expected at this point. In fact, 74% of today’s B2B buyers expect personalized and relevant experiences when visiting your website.
And the best way to create that VIP experience, right off the bat?
But hold up–we know there are tons of different kinds of website visitors. Maybe it’s their first time interacting with your brand. Maybe they’re one of your best customers. Maybe they’re just checking out your latest blog post. With all of these scenarios in mind, it’s super important that you’ve got the tech that enables you to identify each of those different types of visitors, and connect with them in a personalized way.
Luckily, we thought of that when we created Terminus Chat Experiences. (Because we’re marketers too, after all. So we’re just building what we know will help us be better marketers.) Terminus Chat Experiences allows you to build custom Playbooks that can intelligently route your visitors based on their industry, geography, target account list membership, opportunity stage, employee count, and more.
Ok, back to those website visitor personas. We’ve got 4 of the most common ones listed right here, and we’re going to break down our best practices for using Terminus Chat Experiences to reach red-carpet chat status with each of them.
Targeted ABM Accounts
Anonymous Accounts
Customers
Content Consumers
So, let’s talk about how to best roll out the red carpet for each of these VIVs (Very Important Visitors...obviously).
So, you have finally got one of your target accounts to your website. Target accounts SHOULD receive all of the bells and whistles that come with a great Playbook. These include...
Custom greetings such as company name, return visitors, and name of visitor.
The ability to route to the appropriate sales representative based on account ownership
Book a meeting live with a representative
Book a meeting with the Terminus Bot Scheduler
Address specific attributes like verticals, geographies, employee size, industry, opportunity stage or other segments
Recommend relevant resources based on their specific segment they fall into
Targeted Accounts
This is not Pokèmon, we cannot catch ‘em all. But what we can do is make sure we build a warm and engaging chat experience for even those unidentified guests. Plays that will help you be successful include...
Anonymous Accounts
Recommend popular resources
Deliver product overview videos of your different products/services
Answer questions about resources
Conversational data asks
Allow visitors to chat live with a Sales Representative.
For customers, your chatbot can be a home base to access key resources for their success. By providing links to customer resources in an easy to access format, you are able to eliminate the middleman and cut down the time to value for your customers to get the answers they need to be successful. Plays that will help you be successful include...
Customers
Point them to the FAQ doc or knowledge base
The ability to submit a support ticket
Book a meeting to learn more about our other products and services that we offer
Tell them about upcoming events and new resources
Provide a number for customers to call to get immediate support.
Take a message (Push directly to the account owner via your CRM)
Customers. Anonymous Accounts.
Viewing your kick-ass content
Content Consumers
If you’re doing it right, everybody’s coming to your website for your killer content–no matter who they are. But it doesn’t just have to stop there. Not only should your content be valuable but the on page experience should be next level as well. Here are some examples of some common pages on your website that could use some amplification via chat...
Product/Service Specific Pages
Route chat to person who knows about specifics
Program a play to answer specific questions about a product
Book a meeting to ask specific product or service related questions
Pricing Page
Build a bot to collect information to set pricing expectations
Ask a series of qualifying questions that can all be stored back in your CRM for future conversations at the end, providing a ballpark estimate of your pricing. (Push lead with all of this information to a sales representative through SFDC task to follow-up based on account ownership)
Themed Content Experience
Deliver an experiential on page content experience by mirroring the theme of your content piece with a specific content experience.
(See Dunder Mifflin Example Here)
Themed Landing Page Experience
Like the content experience, the goal is to mirror the theme of the landing page and adjust messaging based on the overall feel of the landing page
(See Tour De Terminus to learn see it live)
OK, let’s level up chat even further. Imagine: a target account is on your site. The sales rep responsible for that account gets a “ping!” to let them know that the target account is hanging out on your website. They jump into the chat, send them a personalized message, and end up booking a demo.
Live View
We just gave you a live view...of Live View.
With the Live View capabilities, Terminus Chat Experiences allows you to see all of the identified and anonymous accounts that are browsing your site in real-time.
This powerful data then allows your team to proactively chat with live visitors to deliver a better onsite experience. Customize your message based on the specific page they’re browsing, the total number of website visits they have, or their location.
What’s really nice about having access to a tool like this is that it’s the perfect way to understand what accounts you’re engaging with your sales outreach, what specific products/services they might be interested in, and their overall interest in your product/service.
“By looking at the visitors location, you can easily narrow down the individual at the company by doing a simple LinkedIn search of that company, jump to the people section, and filter down by the persona that your company generally prospects into, and the specific city/state/country that was shown on the live view.
From there, you can narrow down the individual or individuals that were browsing your site in real-time. You can then drop them a personalized note mentioning that you saw that they had been browsing your site and what product/service/content piece they were interested in and see if it would make sense to have a conversation to chat more about the topic.”
Ottavio Dattolo, ABM Manager, Terminus
Alright, we’ll admit that we’re huge fans of this capability, and we use it ourselves super often. Take it from one of our ABM Managers, Ottavio. He’s sharing his favorite tip for how to best use Live View to sleuth exactly who you’re chatting with:
Terminus got its start in highly targeted ads. When it comes to making sure a targeted ad gets in front of the right people–and only the right people–we’ve got it down. We’ve been named a leader in the Forrester Wave of ABM platforms, a leader over countless quarters on G2, and have a smorgasbord of customer success stories if you’d rather hear it from somebody else.
So why did Terminus enter the conversational marketing game? We help marketers create engaging marketing programs across the entire buying cycle. When it comes to creating demand with exactly the right people, it doesn’t get much better than Terminus Ad Experiences. Now, with Terminus Chat Experiences built right in (the only chat solution native to an ABM platform, by the way), you can convert that demand with account-specific chat plays.
Chat + Ads
Terminus Chat Experiences features Chat From Anywhere™, a unique way of connecting anything– especially ads– to a live conversation in a single click. It allows you to go from worrying about your bounce rate on a landing page to instantly engaging a visitor in a conversation.
We cannot emphasize this enough: Email will never die. You send thousands of emails a year, and we’d love nothing more than for each and every one of those thousands of emails to turn into a real-time conversation with your most coveted prospects.
Now, layer on Chat Experiences, and you’ve got a dream team for real-time engagement. Because Terminus Email Experiences standardizes your teams’ email signatures too, you can include a small chat icon in your relevant employee’s emails, allowing them to effectively invite everyone they’re emailing to a live, direct chat.
Chat + Email
And when you think of it that way...email is kind of just a targeted ad channel, isn’t it?
With Terminus it most certainly is. Meet our dynamic duo: Terminus Chat Experiences + Terminus Email Experiences. With Email Experiences, you can dynamically insert a display ad in every email signature. The targeting is based on the recipient’s email address, meaning you have endless segmenting possibilities and a 100% targeting accuracy rate.
And because we know your sales teams will want to really capitalize on these conversations, Terminus Email Experiences integrates with sales automation platforms Outreach and Salesloft. With these tools integrated, you can equip your sales and outbound teams with email outreach strategies that drive even more conversion.
The average employee sends about 10,000 emails every year– and for your sales and outbound team, it’s much higher. That means for every 100 employees on your team, you’re creating a million impressions of Email Experience Ads and brand new chat opportunities. Don’t sleep on this incredible channel!
Roll out the red carpet for your most important accounts with Terminus Chat Experiences
Why is this so great?
What happens when you pair Terminus Ad Experiences with Terminus Chat Experiences?
We’ve had customers see a 700% Increase in target account engagement over advertising alone and a 1,600% Increase in conversations over advertising alone! That’s not a typo.
Did You Know?
Roll Out the Red Carpet For All Your Website Visitors
Chat has entered the chat.
Chat (specifically conversational marketing) has quickly become a must-have for many B2B companies to ensure that they can quickly connect their website visitors with the correct representative or chatbot in real-time while also delivering that personalized, red carpet-worthy experience.
Live View
1,600%.
Chat + Ads
