Marketing Automation Best Practices

Level up your Marketo instance with Dynamic Chat

Chat tools are playing an increasingly popular role in CX when it comes to support services and customer engagement. Marketo users can now leverage the new Dynamic Chat feature at no additional cost, making it a “no-brainer” to start exploring. Here are a few ways Dynamic Chat can help you “level up” your Marketo instance:

Gartner research predicts that by 2025, 80% of B2B interactions between suppliers and buyers will occur in digital channels. This is because 33% of all buyers desire a seller-free sales experience – a preference that climbs to 44% for millennials.

                                                                                                                       - Gartner Future of Sales

Personalize the customer experience

Leverage data from your Marketo database to create personalized chat interactions

Marketo allows you to leverage the same customer data across all of your marketing channels - including Dynamic Chat. This means that you can tailor your chat interactions based on behavior and preferences, and existing information and data fields in your database, resulting in a more engaging and personalized experiences with potential leads and customers.  

For example, you can skip asking for information you already know if the value already exists in Marketo, or you can choose to overwrite the previous value. This is a great way to reduce redundant questions and tailor the chat to individual persons.

Sync up to 50 fields (including custom objects) between Marketo and Dynamic Chat.

When designing your chat experience, Marketo tokens such as person and company tokens can be used as an added layer of personalization to your messages.

Define where you would like a chat dialogue to appear by adding URLs. You can also add event and audience criteria in order to specify specific events and person attributes to target.  

Build efficient processes and ways of working

Create custom lead routing rules

With Dynamic Chat you can create custom routing rules based on lead, country and inferred attributes and assign inquiries to specific team members based those criteria - in turn making it easier for your leads and customers get connected to who or what they’re looking for as quickly as possible.

Book meetings directly in a chat interaction

Book meetings directly in a chat message by connecting your Outlook or Gmail calendar. Once a team member has connected their calendar to Dynamic Chat, their calendar will be available for users to schedule meetings. You can also set up an autoreply email using available person tokens as well as include a unique Google Meet or Microsoft Teams link to your message.

Leverage Dynamic Chat activity types when building Smart Lists and Smart Campaigns

Use the Dynamic Chat activity types as triggers and filters in smart lists and smart campaigns. In some cases, it might be helpful to retarget or build operational programs based on chat engagement.

Use Dynamic Chat activity types as filters and triggers in your smart lists and flow steps.

More data and insights in the customer journey

Use chat transcripts and engagement as an added data source for analysing the customer journey

Dynamic chat keeps historic data on your transcripts and interactions which in turn can enable you to gain insights into things like customer behavior, customer need/support areas, preferences, and much more.

In addition, you can get an overview on # of conversations triggered, interaction rates, conversation completion rates, meetings booked, etc. Use this data as fuel for your marketing, sales and CX strategy.

Sync chat data to your CRM (or other platforms) to enable greater insight on leads and customers across marketing, sales and customer support teams

This goes without saying but… consider the data you capture from Dynamic Chat and how that information could be useful across team members. For example, inbound messages containing inquiry details can be easily synchronised to a contact record in the CRM and other relevant platforms. In general, chat tools are a great way to gain more insight and build/enrich customer profiles early on in the customer journey.

When used effectively, Dynamic Chat is a great tool to enable better CX while providing Marketo users with easy-to-use resources to gain more insights into the customer journey.

Have questions about Marketo or implementing Dynamic Chat? We're one of the largest teams of certified Marketo experts in the Nordics. Feel free to get in touch for a 1-on-1 consultation:

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