HubSpot and

Motion AI: Chatbot-

Enabled CRM
Akanksha Jaiswal
Sahil Jangam
 Chatbots
Chatbots

Evolution journey :
https://www.slideshare.net/MatthewBarby/a-look-to-the-future-speed-convenience-the-rise-of-ai?q
 Market for
-Market for chatbots was
estimated to be 1$ billion
Chatbots
and was estimated to nearly
double by 2020.

-Among companies AI, most marketers use chat-

bots to communicate
common use cases were: with consumers ;
18.45%
Customer service : 39% chatbots by 2020; 47.62%
Marketing & sales : 35%
Managing non customer
external relations : 28%

-Chatbots were reported to firms already use chatbots

for CRM; 33.93%
save business by $20 million
per year

-Chatbots were less chatbots by 2020

firms already use chatbots for CRM
sophisticated and tended to marketers use chatbots to communicate with consumers
specialize in executing
simple tasks unlike virtual
assistants.
 Chatbots and CRM
 “It’s impossible to ignore the impact of
chat and messaging, not just on the
way B2B companies operate, but on
society as a whole. We’re in the midst
of a massive shift as businesses
embrace this new platform and
consumers come to expect more
immediate, always-on communication
from brands.”……….Hubspot’s CEO
Brian Halligan
 Research would be convenient,
purchases streamlined, and service
personalized. 
 Tech Crunch reported that 9 out of 10
consumers wanted to use messaging to
interact with companies.
Because chatbots were deployed within
messaging app platforms, such as
Facebook Messenger, WhatsApp, and
WeChat, customers could speak with a
Chatbot Rapid adoption: Slower
Adoption:
usage for -simple and

B2B and straightforward

customer queries
-complex
customer queries
B2C -relatively lesser
per customer value
which require
human
B2 B2
customer -transactional
nature of customer
C B
intervention.
-High value and
relationship demanding
-Higher volumes of customers
customer -Relationship is
interactons often strategic
  Chatbots being able to handle a larger volume of
Delivering a human clients across a shorter period of time than a
human team would be able to do.
Human  conduct a customer support interaction from
Touch via beginning to end and providing the customer with a
working solution that eliminates the need for human
Artificial interaction entirely.
Intelligence  “Chat is good when powered by humans. Chat is
awesome when powered by AI”
 Being able to reach out to prospects that might not be
A Preference for considered cost and time efficient to reach out to by
Humans? humans and turn those prospects into customers.
Time for
Question
s
1) What are  Lack human touch: Chatbots can sometimes come
the off as very transactional in their responses and lack
shortcomings conversational flow. While this can, to some extent, be
remedied by good conversational UX, it may still lack a
of Chatbots human quality.
over  Chatbots quite reactive and dumb
conventional  Uncanny valley situation
website chat  Bots require expertise: While there are many ‘build
and human your own chatbots’ available, these are very
rudimentary flow diagram models that do not have the
contact center sophistication required to replicate human
customer conversation (at times due to ambiguity of language) .
service?  Struggle handling complex problem solving (specially
B2B segment).

Source : https://spectrum.ieee.org/automaton/robotics/humanoids/what-is-the-uncanny-valley
 Botched Bots
 The statistics mentioned in the
case study that point out that
“chatbots failed to serve
customer needs 70% of the
time” and that “only 12% of
bot interactions in the health
care sector were completed
without the need to pass off
the customer to a human
operator” are very
representative of the
difficulties and obstacles
encountered by the use of
chatbot technology.
 Some of the problems with
using chatbots is their difficulty
in perceiving tone, meaning, or
2) Suggest Possible solutions:
ways in  Keep Feeding Chatbots With New Information
which ( to Chatbots Augmenting Live Agents too). Big
data analytics into consideration.
human  Make Chatbots More Empathetic
touch could  Use Natural Language Processing (NLP) to
Make Chatbots Seem Friendlier
be  Use Interaction Analytics to Make Chatbots
enhanced More Conversational

for  Put an Escalation Path in Place (to a human

advisor)
chatbots.
 Awareness
3. Discuss
Bots establish relationship by initiating a
Typically, the bot will wait a short while and then pop
conversation, causing the visitor to engage with the
up and ask them a basic question.
brand.

the roles,
effectivenes Interest
s and Chatbots can handle many of the preliminary
questions, at least the most commonly asked ones. 
Chatbots can also help to pique interest in additional
products and services.

limitation of
chatbots in
Desire
various Bots may provide leads with information to help them
make a purchase decision.
Based on the info the bots gather, they’ll typically
send the lead through to a human salesperson at
some point during this stage.

stages of
the sales Action
process . Sometimes with smaller purchases, though,
customers can make a purchase directly through the
bot.
The sales team will use data collected through
chatbots, to introduce their strategy for the current
customer.
 4. Critically
 Roles that Chatbot plays in HubSpot’s own
evaluate the business
lessons  Taking inquiries from customers
Dharmesh  Assisting salespeople in gathering information

learnt about  Providing convenient customer service

how bots need  Growthbot – Intuitive , conversational interface that

allowed users to answer questions by querying
to be internal and external databases
constructed to  Lessons
make people  Onboarding process has to be simple and example based

switch from  Bot has to provide compelling reasons for the user to
return
familiarity of  UI Widgets, the suggestion boxes that bots presented
search to could simplify the user’s experience if designed
judiciously.
interface of
chatbots
https://www.youtube.com/watch?v=PQjd7Yboc
Zo
5. Give your
assessment of
contribution and
effectiveness of
chatbot in top,
middle and
bottom of sales
funnel as well as
post sale service
processes for
Hubspot.
 Company’s Content had attracted
attention of perspective customers
Cons
ultati
ve
demo
HubSpot Prospects needs are
and
evaluated and they are
Sales guida
educated
nce
Funnel to
figur
e out
how
to
integ
rate
their
prod
 Top of the Funnel (ToFu): 
 Making customers aware of HubSpot’s offerings
 Inserting interactive chatbots early into the marketing
and selling processes to interact with prospects
during the crucial early stages of the buying process
 Using a bot with a more conversational tone in place
of a landing page form could help the company
garner more information.
 Upside of a bot is that it would be available 24/7 and
wouldn’t be constrained by the availability and
bandwidth of the live chat reps
 Scripting bots to speak with the voice of the brand
 Dynamically adjusting a bot’s tone to mimic the
desired relational style of an individual consumer
 Real-time sentiment-analysis
 Middle of the Funnel (MoFu):
 The nature of the customer interactions significantly
changed throughout the marketing funnel
 A number of different tools were used to help
prospective buyers move through the middle of the
funnel without engaging too much of the company’s
valuable human resources through the combination of
self-service (search driven FAQ, webinars, etc.) and
low cost, light-touch service (live chat, email).
 HubSpot’s live chat representatives could handle up
to three conversations at one time via email or chat
which lead to a noticeable delay in their ability to
respond to each customer.
 The cost of a chat rep was approximately $60,000 per
year. 
  HubSpot was attracting a pool of leads where 40%
were graded with scores ranging from 7 to 10, making
them worthy of a salesperson’s attention. 
 Bottom of the Funnel (BoFu):
  The company was not willing to unleash its higher
priced salespeople (the cost of a highly trained
salesperson was approximately $120,000 per year, plus
benefits) to interact with prospects in the bottom of the
funnel until after it had converted visitors into leads
and qualified the leads to determine on which ones it
would be efficient to expend sales resources.
  Chat reps were often able to set up sales meetings for
12.5% of qualified leads
 Consultative selling process that could last up to 45
days, but which yielded a conversion rate of 20%.
 Many leads that HubSpot had spent money acquiring
were ignored. 
 An early test of chatbots generated a conversion rate of
10% into sales meetings for qualified leads.
 Chatbots in the Post-Sale Customer Service
Process
 As a SaaS company, customer retention was a critical
part of HubSpot’s business model. 
 Chatbots could help strengthen its customer
relationships
 Encourage continuous usage of the software
 Reduce customer churn from dissatisfied customers
who abandoned the product in frustration
 The chatbot test had generated six times the number
of qualified leads than what the company had
achieved using email to nurture customer
relationships.
 Even with
phenomenal
technology, we
still want to
ensure that there
is a personal
relationship
between the
company and its
customers
– David Nelson
Founder and CEO
MotionAI