B2B clients expect “quick, detailed, and expert answers” while using conversational marketing tools

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 14, 2020, 1:10 AM GMT+0

A report by Drift and Heinz Marketing surveyed 538 B2B professionals in July 2020.

The report states, 48.5% of B2B consumers want “quick, detailed, and expert answers” to questions to have a positive experiences while using conversational tools. Other factors considered by B2B customers are resolving complaints/issues quickly (35.1%) and friendliness and approachability (29.4%).

However, 58.7% respondents would stop using a brand conversational marketing tool if the information provided was inaccurate, or it didn’t answer their question. 50.9% would stop using a brand conversational tool if it didn’t respond or was slow to give answers.

66.7% participants have used emails to communicate with companies in the last six months. 50.6% used phone/video calls and 45.2% used online live chat. Social media (36.6%) and chatbots (24.9%) were also used for B2B brand communication.

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