B2B Conversational Advertising: What Clients Need

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B2B customers want conversations with brands to be precise and quick, and most say they’ll stop using channels of communication if those expectations aren’t met. This is the result of recent research by Drift and Heinz Marketing.

The report is based on data from a survey conducted among 538 B2B professionals in July 2020.

Customers say the single most important factor contributing to a positive experience using a conversational tool or channel like email, phone, or chatbot with a B2B brand is “quick, detailed, and knowledgeable answers to my questions”.

This is followed by “complaints / problems resolved quickly”:

59% of respondents said they would stop using a B2B brand’s conversation channel if it provided inaccurate information / didn’t answer their question, and 51% said they would stop using the channel if it went slowly would answer.

The most common tools used to communicate with B2B brands are email (67% of respondents say they have used them in the past six months), phone / video calling (51%), and online live chat ( 45%).

B2B customers say they mainly use conversational tools to communicate with businesses, answer questions, and solve problems (71% cite).

About research: The report is based on data from a survey conducted among 538 B2B professionals in July 2020.

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