A permanent shift has taken place across the marketing landscape. Gone are the days when companies create static adverts that promote sales offers without any added value…
The evolution of technology and the amount of choice available has made customers expect more from the businesses they buy from. Alongside the popularity of personalised marketing, conversational marketing has been picking up speed.
Rather than your business constantly speaking to them, conversational marketing gives customers the opportunity to say something back – and, as a result, gives you huge opportunities to improve your conversion rate.
Conversational marketing tools can also capture information about your leads more effectively, and provide instant support: enhancing customer experience at every stage of their journey to purchase.
ScoreApp can easily be used to complement your conversational marketing efforts.
Our lead generation tools facilitate interactive engagement and personalised feedback and give you data-driven insights to improve your lead generation and customer relationship management efforts.
What is conversational marketing?
Conversational marketing focuses on building relationships with customers through – you guessed it – conversations!
It is a personalised and dialogue-driven approach to marketing that prioritises real-time, two-way communication to engage customers, answer their questions, and guide them through the buying journey.
Typically, conversational marketing is facilitated through tools such as:
- Chatbots
- Live chat
- Conversational AI
Key aspects of conversational marketing
So, what makes something ‘conversational marketing’? It usually involves the following elements…
Real-Time Engagement
Conversational marketing allows brands to interact with customers in real-time. Typically these interactions will include:
- Answering a question as a prospect browses your website
- Providing live order updates
- Collecting additional information about your leads with simple qualifying questions
- Offering product suggestions based on their preferences
Personalisation
Over 70% of customers now expect personalised experiences from companies.
Unlike traditional one-size-fits-all marketing messages, conversational marketing enables businesses to create a unique experience for every customer by providing tailored responses and recommendations based on the information you collect on them.
You can also bolster your personalised marketing efforts with a ScoreApp quiz.
Your Scorecard can be ready to go live in just 3 minutes thanks to our ready-to-use templates. Once completed, a customised report of results is sent to every lead.
This data can then inform your conversational marketing tools and create a consistent and high-value customer journey.
Two-Way Communication
Conversational marketing is based on dialogue between your brand and the customer and allows you to listen, respond, and adapt to their needs on the spot.
This personal attention helps people to build trust in your products or services.
Immediate Support
Conversational marketing is an effective lead generation and customer service tool – and the best way to get started is through an automated chatbot or live chat feature.
According to Hubspot, over two-thirds of buyers expect a response to a marketing, sales, or customer service question in as little as ten minutes.
Setting chatbots up on your website helps you answer customer questions quickly, making them especially effective for lead generation and customer service.
How can conversational marketing boost lead generation results?
Conversational marketing:
Improves customer experience
Conversational marketing lets you provide quick relevant answers to questions and create personalised interactions with customers. Both improve your overall customer experience.
Increases engagement
Real-time responses and personalised messages are key to capturing customer attention.
Personalised marketing keeps your prospects engaged and moves them further down the customer journey towards a purchase.
Boosts lead generation
Conversational marketing tools can be used to streamline the lead generation process, as they can be set up to complete actions such as:
- Qualifying leads
- Gathering contact information
- Scheduling appointments
Builds trust and loyalty
Engaging with customers on a one-to-one basis helps to build stronger relationships with customers.
78% of people said they would repeat purchases with companies that personalise communications, and 78% also said when a company makes an effort to build a connection with them, they will recommend them to their friends and family.
3 conversational marketing strategies to apply to your business
Now you understand what conversational marketing is and how it benefits your business and your customers, let’s get into how you can apply these strategies to your business in 2025.
1. Chatbots as lead generation assistants
In days gone by, when customers had a question about your product or service, they had to contact you by phone or email – and could be waiting a long time for a response.
This all changed with the introduction of chatbots.
Chatbots are technology-powered customer service tools that help you to improve customer experience without requiring additional staff.
They can be programmed to have human-like conversations to cover several key customer service areas as they are browsing your website.
The most basic type of chatbot you could is declarative. These are set up to complete specific tasks and generate automated answers to common customer questions.
This helps you to automate your most common (and time-consuming) customer conversations, so your Customer Service team can focus on completing more complex tasks.
Chatbots are a brilliant lead generation tool because they capture live customer interest.
When their questions are answered immediately, customers stay actively engaged with what you have to offer and build trust in your business because of the support you are providing.
You can set your chatbot up to include pre-qualifying questions, and to provide personalised recommendations, suggest complimentary products, and special offers based on someone’s browsing behaviour.
All of this information can then be linked to your quiz marketing funnel and, when combined with your quiz results, can enrich your data insights and provide new opportunities to follow up with leads.
Key benefits of chatbots
- 24/7 availability: Capture leads round the clock – without losing any sleep!
- Lead qualification: Using automated questions to segment and qualify leads in real-time. This information can then be linked with your CRM to build a rich picture of every prospect so you can market to them more effectively through targeted email marketing content.
- Efficient data collection: With a chatbot, you can gather insights naturally without potentially irritating prospects with pop-up surveys that disrupt the user experience.
Example use cases
Chatbots are particularly useful for B2B and e-commerce websites to capture leads and improve conversion rates. If someone has viewed a product or service on your website several times, a chatbot could be programmed to give them a special offer or discount code to encourage them to buy.
2. Conversational AI for personalised engagement
The second kind of chatbot is conversational.
These chatbots use Artificial Intelligence (AI) and natural language processing models to interpret human responses and provide more tailored answers, rather than generic programmed responses.
When set up correctly, it can be like talking to a real person!
We see this kind of chatbot in our day-to-day lives: think AI assistants like Apple’s Siri or Amazon Alexa.
You can use conversational AI similarly on your website to personalise engagement and build strong customer relationships.
For example: the travel company Luxury Escapes used a chatbot that allowed users to search for their dream holiday, using a conversational approach to narrow down suggestions based on individual preferences.
This chatbot brought the company a 3x higher conversion rate compared to the rest of their website, thanks to the personalisation and interactivity of the experience.
ScoreApp can help set up your conversational AI chatbot for success. When setting up the rules for your chatbot, you can use the data insights you collect within your ScoreApp quiz to inform more personalised questions to ask every lead.
Key benefits of AI chatbots
- Customised responses: These chatbots provide tailored replies based on user input.
- Smart recommendations: Suggesting products or resources based on individual preferences.
- Machine learning: AI can learn from every interaction to refine responses and improve future conversations. These learnings could then be filtered back into your other marketing activity – for example, to adapt the questions in your ScoreApp quiz – to create a more engaging sales funnel.
Example use cases
High-ticket items or service-based businesses using conversational AI to personalise user engagement, build trust, and increase conversion rate.
3. Real-time messaging for immediate support
We’ve all experienced the frustration of trying to speak to a customer service representative, and either spent hours waiting on hold or days for a response.
Luckily, chatbots can overcome these traditional customer service issues by providing immediate responses to visitor queries.
Typically, these queries will be around topics such as:
- Order status
- Delivery information
- Product or service features
- Opening hours
- Contact information
For example, if a customer has a question about your order status, they can use a chatbot to go through a series of pre-programmed questions to find out if it has been shipped and track delivery.
You could then link the information you gather from the customer into your CRM to create an effective customer history, so every touchpoint is streamlined and you can follow up strategically.
This level of personalised experience helps to enhance engagement and conversion rates.
Key advantages of real-time messaging
- Instant Assistance: Helping customers with quick questions or troubleshooting.
- Trust-Building: These chatbots provide a human touch that builds rapport with leads.
- Seamless Integration: You can link real-time messaging tools with CRM systems for effective follow-up.
Example use cases
Service providers or customer support-oriented businesses will live chat to capture leads on their website.
Boost your conversational marketing efforts with a ScoreApp quiz
Conversational marketing is backed by cutting-edge technology, but that doesn’t mean removing the human touch.
Instead, it helps you serve more people and provide better customer service at scale – without the delays that come with relying on humans to manage every conversation.
If you want to make conversational marketing a priority in your 2025 marketing strategy, ScoreApp is the perfect tool to complement your efforts.
You can use our quiz and lead generation software to create more personalised experiences for every lead by:
- Designing a compelling quiz
- Impressing participants with an interactive experience and valuable results
- Automatically segment every lead into a relevant audience segment
- Streamline follow-up through value-based customer journeys
- Collect feedback to refine your chatbot setup
- Close more sales
Discover our advanced quiz marketing software today when you try ScoreApp for FREE.
