Conversations are the new clicks. In a world where face-to-face interactions are limited, customers expect to connect with brands instantly and on their terms. Whether it’s a chatbot answering questions at 2 a.m. or a live agent chatting through a mobile app, the brands thriving today are those that can hold real-time, human-like conversations at scale.
Defining Conversational Marketing
Conversational marketing is the use of chatbots, messaging apps, voice assistants, and live chat to create real-time, personalized engagement with customers. Unlike traditional forms that rely on static forms or delayed email responses, conversational marketing happens in the moment — answering questions, removing friction, and guiding customers toward decisions. In February 2021, with lockdowns still shaping daily life in many regions, this approach is more than a convenience — it’s essential for keeping the human connection alive.
B2B vs. B2C Perspectives
In B2B, conversational marketing supports complex sales by qualifying leads instantly, booking demos on the spot, and providing account-specific recommendations. Remote sales teams are using chatbots integrated with CRMs to ensure that every inquiry is routed to the right rep in real time. In B2C, conversational tools deliver customer service, product recommendations, and transaction support without requiring in-person contact — critical in industries like retail, hospitality, and healthcare, where physical interactions are still limited.
COVID-19 and the Rise of Conversational Marketing
Lockdowns and remote work have transformed customer expectations. With call centers operating remotely and in-person service reduced, chatbots and messaging platforms have become the front lines of customer experience. Brands are investing in AI-driven tools that can handle high volumes of conversations while maintaining a personal tone. The ability to resolve issues, answer questions, and make recommendations instantly has shifted from a competitive advantage to a baseline expectation.
Factics
What the data says:
- Drift (2020) reports that 46% of customers expect a response from a brand within five seconds of initiating a chat.
- Salesforce (2020) found that 69% of customers prefer chatbots for quick communication with brands.
- Gartner (2019) predicts that by 2022, 70% of customer interactions will involve emerging technologies like chatbots and AI.
- HubSpot (2019) reports that live chat leads to a 48% increase in repeat purchases.
- Epsilon (2018) found that 80% of consumers are more likely to buy from brands that offer personalized experiences.
How we can apply it:
- Integrate chatbots with CRM and marketing automation systems to personalize responses instantly.
- Use conversational tools to pre-qualify leads and book appointments in real time.
- Train AI models to recognize context and escalate to human agents when needed for complex queries.
- Leverage messaging platforms like WhatsApp and Facebook Messenger to meet customers where they already spend time.
- Continuously analyze chat transcripts to identify FAQs, content gaps, and opportunities for automation.
Platform Playbook
- LinkedIn: Use InMail and integrated chat to connect instantly with prospects responding to ads or content.
- Instagram: Automate responses to Story mentions and DMs while enabling hand-off to live agents.
- Facebook: Deploy Messenger bots for order tracking, FAQs, and lead nurturing.
- Twitter: Set up automated welcome messages and quick-reply options for customer service accounts.
- Email: Embed live chat links in campaigns for immediate follow-up opportunities.
Best Practice Spotlight
Sephora’s chatbot strategy blends automation with personal service. Customers can use the bot to book in-store consultations, receive product recommendations, or check order status — all while seamlessly switching to a live beauty advisor for more complex needs. During the pandemic, this mix of automation and human touch has kept customer satisfaction high while reducing service delays.
Strategic Insight
What’s your story? You’re the brand that’s always ready to talk — instantly and personally.
What do you solve? The frustration of long wait times and impersonal service.
How do you do it? By using conversational tools that combine automation with authentic human connection.
Why do they care? Because customers value brands that respond quickly and treat them like individuals.
Fictional Ideas
A B2B SaaS company launches a chatbot that delivers industry-specific case studies to visitors based on their browsing behavior, while offering to schedule a call with a relevant account manager. A B2C fashion retailer uses Instagram DMs to provide personalized outfit suggestions, complete with shoppable links, based on the customer’s last purchase.
References
Drift. (2020). The State of Conversational Marketing. https://www.drift.com
Salesforce. (2020). State of the Connected Customer. https://www.salesforce.com
Gartner. (2019). Market Guide for Virtual Customer Assistants. https://www.gartner.com
HubSpot. (2019). The Impact of Live Chat on Sales. https://www.hubspot.com
Epsilon. (2018). The Power of Me: The Impact of Personalization on Marketing Performance. https://us.epsilon.com
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