How HubSpot Built a World-Class Conversational Marketing Program Over the last few years, HubSpot's audience has gotten chatty. Chatbots and live chat became some of the most popular ways to reach HubSpot and the humans here. For years, prospects have wanted to ask questions and get direction while navigating the website. In the past, we met this need with live chat that handed off to "coaches". These coaches answered questions about pricing and features; they also helped free users better use their tools. Demand on this channel grew faster than our ability to hire coaches, so we scaled our live chat programs with chatbots. Those chatbots triaged, qualified, and routed prospects to the right team or content resource. Over time, we found that folks who engaged with chat used the product more often than those who didn't. Here’s what we did about it. Reducing Chatbot Friction Above all else, our goal was to create a remarkable customer experience with conversational marketing. Enabling prospects to cut through the noise and ask for help in their own words removed friction in the flywheel. We believed — and still do — that it’s always easier for users to see value in the free tools they're using. This came from our deep belief that "how you sell is why you win". Growing businesses often have to juggle dozens of tools, but don’t often have the opportunity to ask questions about how to use them together. Ambitious businesses deserve great software and experiences...