Acme Software, a B2B SaaS provider of project management tools, wants to leverage conversational marketing to generate more qualified leads and improve customer support.

Let me tell you how they should do it step-by-step:

Step 1: Identify Use Cases

• Lead Generation: Use a chatbot on the Acme website to engage visitors, qualify their needs, and capture contact information for the sales team.

• Customer Support: Implement a WhatsApp chatbot to provide 24/7 assistance with common support inquiries, freeing up the customer service team.

• Onboarding: Create a Facebook Messenger bot to guide new customers through the onboarding process, answering questions and directing them to relevant resources.

Step 2: Choose Platforms

• Website Chatbot: Integrate a conversational AI platform like Dialogflow or Amazon Lex to build a custom chatbot for the Acme website.

• WhatsApp Business API: Leverage the WhatsApp Business API to develop a support chatbot that can handle common customer questions and issues.

• Facebook Messenger: Use Facebook's Messenger Platform to build an interactive bot that can assist new customers with onboarding.

Step 3: Develop Conversational Strategies

• Lead Generation Chatbot:Greet visitors and ask about their project management needsQualify leads based on budget, timeline, and pain pointsCapture contact information and schedule a sales call

• Customer Support Chatbot:Provide answers to FAQs about billing, features, and troubleshootingEscalate complex issues to the customer service teamCollect customer feedback and satisfaction ratings

• Onboarding Chatbot:Welcome new customers and provide an overview of Acme's toolsGuide users through the setup process and answer questionsDirect customers to helpful resources and training materials

Step 4: Implement and Optimize

• Deploy the chatbots across the designated platforms

• Monitor performance metrics like conversation flow, lead conversion rates, and customer satisfaction

• Continuously refine the chatbot scripts and functionality based on user feedback and data insights

• Integrate the chatbot data with the CRM and marketing automation systems to nurture leads and improve customer experiences

By following this step-by-step approach, Acme Software should effectively leverage conversational marketing to drive more qualified leads, enhance customer support, and improve onboarding - all while providing a seamless, personalized experience for their target audience.