Instead of waiting for someone to fill in a form or call, you start real-time conversations. Via chat, chatbots or messaging. The result? More engagement, shorter paths to conversion and better insight into what visitors really want. Companies that use conversational marketing effectively see their conversion rates increase by 20 to 40%.
What is conversational marketing?
Conversational marketing revolves around real-time, personalised dialogues with website visitors. Instead of presenting visitors with a static page, you give them the immediate opportunity to ask questions. That can be via live chat, a chatbot or messaging apps.
The difference with traditional marketing? That’s largely one-way traffic. You send a message out into the world and hope it resonates. Conversational marketing is two-way communication: you respond to what visitors need, at the moment they need it.
The core advantage is simple. Visitors have questions, doubts or want to compare something. If you provide direct answers, you increase the chance they’ll take a step further in your funnel. Think of booking a demo, requesting a quote or filling in a lead form.
For many B2B companies this means: converting website visitors into customers is no longer a gamble, but a predictable strategy.
Why conversational marketing increases conversions
Let’s be honest: nobody likes filling in forms. Especially not when you’re not sure if the product or service suits you. A chat function lowers that threshold enormously. Visitors don’t have to call and don’t get a “we’ll contact you” email. They get an immediate answer.
That speed makes the difference. Waiting times are funnel-killers. Those who get a response after three days have often moved on or lost interest. With conversational marketing you respond instantly. That not only increases your conversion chance, but also the quality of your leads. People who consciously start a chat are engaged.
A third advantage is personalisation. With the right tools you can adapt chat questions based on which page someone is viewing, where they come from or how often they’ve visited your site. That creates an experience where visitors feel truly heard.
Data supports this. Companies that deploy conversational marketing see conversion rates rise by an average of 20 to 40%. Especially in B2B, where purchasing processes take longer and trust is crucial, direct interaction makes a big difference.
How to implement conversational marketing on your website
Conversational marketing doesn’t start with technology, but with strategy. Here are the five most important steps.
Step 1: Choose the right tools
Do you want live chat with real people, a fully automated chatbot, or a hybrid approach? Live chat offers human warmth, but requires capacity. Chatbots are always available and scale easily, but can feel cold and irritating. That’s why at Leadinfo we developed Leadbot, which helps visitors take the right action on the right page of your website.
Step 2: Define your most important questions and answers
Which questions do you get most often from prospects? Think of: “What does your solution cost?”, “Does this work with our CRM?” or “How long does implementation take?”. Make sure your chatbot or chat team can answer these directly. Clarity always beats vagueness.
Step 3: Personalise based on behaviour and origin
Someone visiting your pricing page has different questions than someone reading a blog article. Tools like Leadinfo show which companies visit your site and which pages they view. Use that data to trigger relevant chat questions. For example: “I see you’re viewing our integration page – can I help you with questions about HubSpot?”
Step 4: Integrate with CRM and marketing automation
A chat conversation shouldn’t end in a black hole. Ensure that leads coming in via chat are automatically added to your CRM. Link chat data to your marketing automation, so you can trigger follow-up actions like a personalised email or a sales notification in Slack.
Step 5: Train your team on fast, useful responses
If you work with live chat, your team must be able to answer quickly, friendly and to-the-point. No corporate speak, no vagueness. Give them clear scripts, but also the freedom to remain human. People feel the difference between a bot and a real conversation.
More background on effective conversion strategies? Check out our complete guide on lead generation and website optimisation.
Conversational marketing + Leadinfo: a powerful combination
Here’s where it gets interesting. Leadinfo identifies which companies visit your website – even if they don’t fill in a form. You see their name, sector, size and which pages they view. Fully cookieless and GDPR-compliant.
Combine that with conversational marketing? Then a powerful duo emerges. Suppose: Leadinfo detects that an ICP match is viewing your pricing page. Leadinfo’s Leadbot can directly ask a targeted question: “I see you’re interested in our Enterprise solution. Would you like to schedule a demo?”
Or even smarter: if a visitor returns to your site for the third time, your chat can proactively start a conversation: “Welcome back! Can I help you with any questions?” That combination of timing, relevance and visibility significantly increases conversions.
A good example is how Social Road generates 300% more website conversions with Leadbot. By combining visitor insight and chat, they saw immediate results: more leads, shorter cycles and higher quality.
Practical examples of conversational marketing
B2B SaaS
A SaaS company sees that a visitor is viewing the pricing page. Leadbot immediately offers a demo: “Want to see how our tool works? Schedule a 15-minute demo now.” Conversion increases by 35%.
E-commerce B2B
A wholesaler in office supplies uses live chat to help buyers directly with product advice. Average order value increases by 20% because customers find the right products faster.
Professional services
A marketing agency uses Leadbot to qualify prospects. The bot asks three questions about budget, timing and goals, and directly schedules an intake meeting with the right specialist. Lead-to-deal time drops from 14 to 7 days.
Agencies
Marketing agencies use chat to filter quickly. “What’s your biggest challenge: lead generation, branding or conversion?” Based on the answer, Leadbot directs the lead to the right team. Time saved, conversion up.
Privacy and compliance with conversational marketing
Transparency is crucial. Always tell visitors whether they’re talking to a chatbot or a real person. Nothing is more frustrating than thinking you’re talking to a human, while it’s a bot that doesn’t understand your question.
Comply with GDPR rules. Only ask for relevant business data. No private email addresses, no personal data that isn’t strictly necessary. Leadinfo works 100% GDPR-compliant: it identifies companies based on network and IP data, fully cookieless and without personal information.
The combination of conversational tools and Leadinfo is therefore fully compliant. You get valuable insights without violating the privacy of individual visitors. Business data only – always.
Want to know more about how Leadinfo complies with GDPR requirements? Read our legal documentation.
5 tips to make conversational marketing successful
1. Start small: begin with one page or one use case
First implement chat on your most visited landing page or pricing page. Measure the effect. Then scale further.
2. Personalise: use visitor data for relevant questions
Tools like Leadinfo give you real-time insight into who visits your site. Use that to make your chatbot smarter. Relevance wins.
3. Be human: even with chatbots, use natural language
Nobody likes stiff, robotic language. Write chat scripts like you’d talk to a colleague. Friendly, direct, clear.
4. Measure and optimise: track conversions, response times and customer satisfaction
How many chat sessions lead to leads? What are the most frequently asked questions? Which answers work best? Data helps you improve.
5. Integrate with your sales and marketing process
Chat shouldn’t be an isolated island. Link it to your CRM, marketing automation and sales tooling. This creates a seamless customer journey from first visit to deal.
Frequently asked questions
What’s the difference between conversational marketing and a regular chatbot?
Conversational marketing is the strategy, a chatbot is the tool. It’s about real dialogue and personalisation, not just answering FAQs. A good conversational marketing approach integrates with your CRM and marketing automation, so you can do targeted follow-up. A “regular” chatbot is often just an FAQ tool without further integration.
How do I measure the success of conversational marketing?
Measure conversion rates: how many chat sessions lead to leads or deals? Also track your response times and customer satisfaction (CSAT or NPS). Analyse which questions are asked most often and which answers work best. Link chat data to your final sales outcomes to calculate ROI.
Is conversational marketing GDPR-compliant?
Yes, provided you only collect business-relevant data and are transparent about data usage. Tools like Leadinfo work 100% cookieless and GDPR-compliant: unknown business visitors are identified at company level, without personal data. Always ensure a clear privacy policy explaining how you use chat data.
Can I combine conversational marketing with visitor identification?
Absolutely. Leadinfo identifies which companies visit your site, even if they don’t fill in a form. Your chatbot can then ask personalised questions based on company type, visited pages or previous visits. The result? Higher conversion through better relevance and timing. You engage the right companies at the right moment.
