The Future Of B2B E-Commerce: Everything-As-A-Service

Featuring Aaron Fulkerson, the CEO of MindTouch, andKamal Ahluwalia, the Web Manager, Knowledge & Learning of Avalara

Jerome BrecheCEO @SnapEngage

What Is SnapEngage?Live Chat software allows you to deliver live help to your website visitors with a custom chat box. Integrate with your existing Help Desk or CRM.

Meet The Speakers

Aaron FulkersonCEO @MindTouch

What Is MindTouch?MindTouch is a cloud-based software that helps companies take the product content they already produce & turn it into a customer engagement channel that educates buyers & creates product experts to grow revenue.

Customers Include: Customers Include:

Why Chat Is An Important Channel

Chat is often (wrongly) perceived as being a tool that’s most useful after someone’s made a purchase.

Why Chat Is An Important Channel

Chat is often (wrongly) perceived as being a tool that’s most useful after someone’s made a purchase.

Chat can be used by the sales & marketing team to capture new leads and create new business by engaging the customer at the right time in their lifecycle.

Chat gives companies a way to interact with their customers and to use that info to help drive the product roadmap.

Category Leaders Focus On Driving Understanding

which is bi-directional

How To Set Up And Execute An Effective Lead Capture Campaign

YOUR STOREFRONTaka “homepage”

- Make your user’s experience the focal point of your campaign. Think about the best service you’ve ever received and mimic.

- Make it accessible! Reduce the barriers to entry (limit the # of fields to be filled out) before they’re able to interact with someone on your team. Focus on helping first, selling later.

- Have it show up at the right time and place! Capture data and use rules to configure your chat so that it’ll pop up at the right time in your user’s lifecycle so that you can engage.

- Focus on conversations and capturing feedback for sales & marketing. Use the analytics to identify trends, questions, and best practices.

Value Of Being Customer Focused

Only by truly knowing your customers & helping them achieve their goals (both current & future) will you be able to get them to renew their subscription of your software and buy more features.

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Upcoming Industry Trends Discussion

• Conversational UIs (ie. chatbots) • Chatbots not going to replace human component,

but rather be used to augment the experience. • Focus will be on reducing the effort needed to

make a purchase, while making the entire buying experience more natural

MindTouch Case Study

BONABona is a worldwide industry leader in hardwood floor care that is safe for floors, families and the environment.

Initial Need:Self-service, support, and customer experience. After a customer has purchased a product, how do you enable them to find the info they need?

The Solution (Plus Surprising Perks):Bona took and centralized all the post-sale product content (ie. product documentation, training guides, etc) into a single site - then broke it down into micro-content - to help answer questions. Unexpected side effects: the micro-content in their help center started to rank very highly on Google which made it valuable for prospects / buyers as well. After the user self-served and found the answer to their question, they needed the tools to solve that problem. So Bona linked all their help content back to their e-commerce experience to upsell.

SnapEngage Case Study

Landers increased from 17% conversions to 46% conversions after implementing chat.

Used to use phone only. Had 24% conversion rate with phone leads. But had 41% conversions when a lead came through chat.

More Conversions! Higher Quality Leads!

A Few Metrics That Matter

Analytics should be customizable and built to capture the data needed to enable iterative optimization.

•Response Time: How long do you have to wait before you’re able to get someone to either reply to your question or find the answer yourself?

•Team Load / Avaliability: How to best staff your chat correctly so that you’ll be able to provide support or engage in lead capture?

•Customer Satisfaction: Are we providing value and quality service that is helping a customer or prospect get the info they need?

•Closed Won/ Closed Lost Analysis: Dig through the data and see what worked, what didn’t work, and why. Then use all this data to optimize.

THANKS FOR ATTENDING!