In the dynamic digital environment, companies are on the lookout for inventive methods to captivate website visitors, nurture leads, and provide instant support. Marketo Dynamic Chat is one such impactful tool that offers personalised customer engagement, simplifies lead collection, and improves user experience. This guide will take you through the setup procedure, enabling you to leverage this tool's capabilities.
· Personalised Interactions: Tailor conversations based on visitor behavior and data.
· Enhanced User Experience: Provide instant responses and support, reducing churn rates.
· Lead Generation: Capture visitor information and qualify leads in real-time.
· Analytics and Insights: Track interactions and performance to optimise strategies.
Now, let’s explore how to set up Marketo Dynamic Chat.
Sync your Marketo instance to DynamicChat
To begin, you need to sync all the fields from Marketo that you want to use in Dynamic Chat. Navigate to the Configuration section and go to Integrations. From there you select your Marketo instance and pick all the fields that should be synced over to Dynamic Chat. This is essential for configuring the chat and to unlock the full potential of this tool.
1. Navigate to Configuration Section: Go to Chatbot under Configuration.
2. Name your Chatbot: On the Style page, give it a relevant name that reflects its purpose, such as "Homepage Chat", "Support Chat" or something that fits your company name.
3. Add Privacy Policy URL: Go to the Privacy tab and enter your privacy policy URL. This link will be added to all the future chatbots that you will set up.
Customise Widget Appearance
Personalise the appearance of your chatbot to align with your brand’s aesthetics:
· Color Scheme: Choose colours that match your website’s design.
· Avatar: Upload a friendly and professional image to represent your chatbot.
Generate the Embed Code
After configuring your chatbot, generate the embed code under Installation:
1. Copy JavaScript Snippet: In the Installation tab, copy the JavaScript.
2. Place in HTML: Insert the embed code into the HTML of your website. (Refer to your IT team if you’re having issues with pasting the code properly)
3. Content-Security-Policy: If your website uses Content-Security-Policy (CSP), add the following to your existing policy:
a. script-src: https://assets.adoberesources.net https://documentcloud.adobe.com
b. font-src: https://*.typekit.net
c. style-src: 'unsafe-inline' https://*.typekit.net
d. connect-src: *.adobe.io wss://*.adobe.io
e. img-src: https://assets.adoberesources.nethttps://lh3.googleusercontent.com
f. frame-src: https://documentcloud.adobe.com
Test the Integration
Once the embed code is in place, test the chat widget to ensure it appears correctly on your site. Interact with the chat to verify that it functions as expected and triggers at the right moments.
Design chat flows that guide visitors through personalised interactions:
1. Create New Dialogue: Go to the Automated Chat section and click on "Dialogues" “Create Dialogue”.
2. Define Audience: Configure behavioural triggers to launch the chat based on visitor behaviour:
a. Time on Page
b. Time on Site
c. Scrolling
Make use of the fields and data in your Marketo, for example Country= Germany so you only target visitors with such value in the Country field.
3. Define Steps: Add steps to your flow, such as welcome messages, questions, and responses.
4. Lead Qualification: Use “Meeting booking” or “Live agent” steps to offer your visitors the possibility to directly get in touch with the sales department for example.Meeting booking integrates seamlessly with Outlook or Google, so the visitor can directly schedule a meeting from your calendar.
Utilize Tokens
Leverage Marketo tokens to personalise chat messages. Tokens pull information from your Marketo database, allowing you to address visitors by name or reference their previous interactions.
Automate Follow-Up Actions in Marketo
Set up smart campaign rules to follow up with leads captured through the dialogues:
· Nurture Campaigns: Automatically send follow-up emails to leads based on their chat interactions.
· Lead Scoring: Assign scores to leads based on their engagement in the chat, helping prioritise follow-up actions.
Analyse Chat Metrics
Regularly review the performance of your chat widget:
· Engagement Rates: Track how many visitors interact with the chat.
· Conversion Rates: Measure the percentage of chat interactions that convert into leads.
· Response Times: Monitor the average response time to ensure timely support.
A/B Testing
Conduct A/B tests to optimise chat performance. Experiment with different welcome messages, triggers, and chat flows to determine what resonates best with your audience.
Gather Feedback
Solicit feedback from users to improve the chat experience. Use surveys or direct questions within the chat to gather insights on what works and what needs improvement.
Setting up Marketo Dynamic Chat can significantly enhance your website’s engagement and lead generation capabilities. By following this guide, you can ensure a seamless setup and start reaping the benefits of personalised, real-time interactions with your visitors. Remember to continuously monitor and optimise your dialogue strategy to keep up with changing visitor needs and preferences.
If you need help with setting up Marketo Dynamic Chat, contact us to learn more about our approach and how we work with other clients in Marketo.
Get in touch and we'll connect you with one of our Marketo certified consultants.
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