Creating and owning an entirely new category of product is a compelling challenge — but in the B2B SaaS space, you need to be first place because of the winner-takes-all phenomenon. If you’re not? Someone else will be and first place is often far ahead of second. Look at Apple’s iPhone. Google’s search. Uber. WordPress.
Wordsmithing itself is only going to get you halfway there when it comes to chat bots. It’s important to know how your chat bot fits into your brand storytelling, but beyond that, people expect a particular experience from these nifty new tools.
As you peruse your favourite sites across the internet, you may have noticed a growing trend down in the lower right hand corner. A little chat window with a welcoming message pops up. Someone’s ready to help you right now. How cool is that?
Last week, we covered the first couple of steps in transforming yourself into a revenue-driven marketing department.
Here’s your situation: you’re the CMO of a fast-growing B2B company. You’ve been tasked by the CEO — who’s under some big pressure to deliver 2x, 3x, maybe 10x growth — and the Board of Directors to develop a plan for the next 18 to 24 months.
B2B marketing is a tough beast to tame. The lengthy sales cycle means there are so many points where you can lose a lead. When that happens, it feels like all that effort was wasted — and telling yourself at least you learned something is a consolation prize. You try again, with a different approach, but that doesn’t work. Nor the next one.