[Music] [Stephanie Pounders] Hello. I'm Stephanie Pounders, and I'm excited to be here today to share a real world example of how Eptura has used Adobe's Dynamic Chat to improve user experiences. Over the past year and a half, we've taken a phased approach to implementing and expanding it, and we've learned a lot along the way. I will be joined by Sreekanth Reddy, Adobe Senior Product Manager, who will dive deeper into some of the key functionalities and opportunities that Chat can offer. Let's jump in.
In this session, we're going to walk you through how Eptura implemented Chat, what we've learned along the way, and some key takeaways that can help you on your own journey. We'll leave you with a better understanding of the value of adding Chat to your website and how to optimize your funnel with conversations, how to take a phased approach to implementation and how its use can complement your outbound efforts, some best practices to make sure you're getting the most out of utilizing Chat, and a sneak peek at what's coming next. Before I dive into Eptura's journey, Sreekanth, can you share some insights from your perspective? What have you seen in terms of the value of adding tools like Dynamic Chat for engaging web visitors? [Sreekanth Reddy] Hello, everybody. I'm Sreekanth Reddy. I'm Senior Product Manager, and I'm very excited to talk about Dynamic Chat. I've been part of this project, right from its ideas phase from past few years. And it's an exciting time, in the age of AI, how everything is changing, how all tools are becoming smarter, and everybody's buyer's experience and expectations are changing rapidly. In today's landscape, even though with all these changes, the digital customer engagement still is the most critical driver for growth for B2B marketing. At its course, it basically means that marketers are still playing the key role by partner with sales to create a funnel, to optimize the funnel and generate a robust pipeline. To achieve this, marketers engage customers across various channels. I know the new channels getting added, as the year passes on. But eventually, we are driving all the visitors on the leads back into your website. And it is the main reason why website expenses remains the most effective way to acquire and qualified your potential opportunities for sales, ensuring we are connecting the right prospects efficiently.
So we have to focus on optimizing our website experiences to be personalized, repeatable, and scalable. Right? By focusing on these three areas, we can meet customer needs and streamline funnel and drive meaningful progress with MQLs, SQLs, and ultimately flowing your growth for your business. Right? So here's three important points that we all need to know and keep it in our mind to optimize our web experiences. As we all understand, the B2B journeys are complex and purchases aren't straightforward or linear. Right? So the first key point is B2B buying teams are diverse and often work on multiple tasks concurrently and/or individually. Right? And second, in these buying decisions, the majority of time is spent on researching about the solution. Buyers dig deep into the exploring the options, evaluating possibilities long before even they start engaging with your sales representative or your representative. Third, increasingly, B2B buyers prefer self-service research at their own pace and time. They want to explore their app on their own terms using digital resources which makes it even more critical for us to meet them where they are in this nonlinear part. Right? This emphasizes further that how web experiences has to change and optimize for the visitors so that they can do their own research at their own time at their own pace. Keeping these insights, we did design Chat a couple of years ago, and this is rolled out to all marketer customers. And today, several, several hundreds of customers use Dynamic Chat to optimize their website experiences. But at high level, Dynamic Chat offers four key capabilities. Right? Which is into, "Hey, how can you enable your visitors go through an automated conversation, which you have defined based on who they are and what pace they are in? Second is Conversational Forms, which is somebody filling a form, how can you optimize the experience further to extract more information or understand more intent about why they're filling the form, what they're filling the form for? Third is Live Chat where you can enable your visitors who's engaging with the chatbot and they are interested in the right audience. You want to connect them to sales representative right then and there. So you can have your own representative sitting on the other side and have that conversation. And third is where the Generative Chat that we launched last year, we can enable your visitors to come to your website, engage with the chatbot, and ask their questions, and get instant responses to their questions about your products and services. Now without me digging deep into each of these capabilities, let's hear how Eptura has leveraged these capabilities over the time and how chat has helped them to optimize their funnel.
Thanks, Sreekanth. Before we dive in, let me quickly introduce Eptura. Eptura is the global leader in worktech, connecting people, places, and assets in one intelligent work platform to drive smarter decisions. As the only company recognized as a leader in IWMS, CMMS, and EAM, we're trusted by 25 million users in across 115 countries, including 45% of the Fortune 500 to realize a better future at work.
Eptura's journey with Chat started small and focused. We began with a light version of the chat functionality using guided answers on a single page of our main website. This allowed us to test the waters, learning how we could use smart automation to drive meaningful engagement while keeping things tightly managed. We stayed in this space for about 60 days, giving our team time to understand the tool, leverage smart programs, and create more effective goals while refining our approach and building trust in its reliability.
At Eptura, we've come a long way in how we use chat. What started as simple and small guided responses has evolved into much more dynamic and AI-driven experience. Today, we're fully leveraging the generative capabilities of Dynamic Chat, incorporating conversational flows with dialogues, smart campaigns, and more. One big shift over the last year and a half has been consolidating our public facing websites into a single website. Chat has been a key player in this transition, guiding users through the new structure, reducing frustration, and making sure that they can easily find what they're looking for. For instance, if someone's searching for a specific feature, the Chat now walks them through the steps to get there seamlessly. Chat has become a powerful tool for moving users down the funnel.
By using repeatable dialogues, we can easily qualify our leads and connect them to our sales team more efficiently. Even if a visitor isn't ready to engage right away, Chat's ability to retain those historical conversations means we can reengage later without missing a single beat. Beyond that, we're continually finding new ways to expand Chat's role across the digital experience.
Today, Chat is serves as one of our top funnels for Demand Generation. In the last year, we've seen upticks in new leads and increase in the hand raisers from those leads that we were then able to pass over to our sales team and great interaction throughout our website. When it comes to our conversion rates from interaction to lead, Chat consistently sits at 22% or higher for any given dialogue. When it comes to Chat, we've definitely been expanding it beyond the web.
As Sreekanth mentioned earlier, adding Chat to our website has been a game-changer for improving our users' journey. From the start, our goal was to make sure the end-to-end experience was as seamless as possible to our customers and our prospects. One way we've done that is by integrating it into our multichannel campaigns to boost engagement. For example, we created regional specific events for our in-person flex events, tailoring them to the local interests and needs. Our chat is set up such that our visitors only receive invitations relevant to their region, ensuring a more personalized approach. Plus, we've incorporated messaging to reengage users who originally interacted with us through ads or email campaigns. Thanks to our smart lists, we're able to keep the conversation going with a consistent message as they engage with our content. We've taken this approach beyond our events using Dynamic Chat and things like webinars, email marketing, and B2B campaigns to provide real-time support and enhance user engagement. This strategy has driven us to better results while making sure every interaction feels relevant and timely.
By taking full advantage of our integration with Marketo Engage, we've also been able to make sure the experience is personalized, whether it's for an anonymous web visitor or a key customer. This ensures that our interactions feel relevant, timely, and then allow us to deliver a high-touch outreach when it matters most.
When it comes to best practices for utilizing Dynamic Chat, there's a number of things you should think about. First, you should think about creating goals to see progression. One of the key ways we optimize our user journeys and gather valuable feedback through Adobe Chat is by setting clear goals. From the outset, we've made sure to define measurable objectives with the dialogue so that we could not only see progression through any given dialogue, but also track successes and allow us to pinpoint areas for improvement. We like to think about our goals and stages. From the very first engagement to a key decision tree moment and, ultimately, a completed dialogue. For example, here at Eptura, we track engagement right at the beginning after the first question to gauge whether or not our visitors are interested. As this progresses, we monitor key milestones, like if someone begins down the MQL path or an event registration path. That shows us that they have a deep enough level of engagement to pass to a conversational flow. Finally, we capture goals when a visitor fully completes a dialogue with us. By structuring our chat goals this way, we gain a deeper and clearer picture of visitor behavior and can continually refine our approach to improve outcomes.
Another one that's really important, be upfront. Users are chatting with a bot. Transparency is key in any kind of engagement, and Chat's no different. If automation is handling the initial engagement, make that clear right away. Whether through the chat name or an introductory greeting, there's nothing more frustrating than interacting with a chatbot thinking it's a person only to realize halfway through they're not getting it or being asked if you'd actually like to talk to a person. This is especially important when leveraging natural language processing features within the AI capabilities. By being transparent, you're helping set the right expectations and reduce frustration, thus creating an overall better experience for your visitors.
Also, don't forget to factor chat into your scoring models. Chat gives you such wonderful real-time insights into intent and interest that you can build out scoring that allows you to quickly flag and pass over high quality leads to your team. You should factor it in both your behavioral data such as chat frequency, chat topics, and combine it with the goals reached so that you can identify and prioritize those high quality leads leading to more efficient and effective sales processes.
Finally, don't forget to stop learning. One of the biggest takeaways I hope you take out of this is never stop learning. To get the most out of your chat tool, you need to continuously learn and refine from your interactions. You can do so by regenerating AI responses, reevaluating existing responses, reviewing unanswered questions. And remember that learning doesn't happen in isolation. Engage with your community boards, keep up with release notes, gather feedback from colleagues. All of these things combined can help you make sure that your strategy is the best that it can be.
Sreekanth, I know you know a ton about what's coming down the pipeline. Could you share more about what else Chat can do and maybe even give us a glimpse into the future? Thank you, Stephanie. A great, wonderful insights.
Just like Eptura there are several, several customers, day in and day out as leveraging Dynamic Chat for different, different several use cases and optimizing the panel for themselves. Like, "Hey, there's a form conversion, now how can you get more from the forms?" If there is an event that's coming up, how can you drive more audience to those event registration pages? If there is, some kind of a newsletter opt-ins that you are trying to get in, how can you get a little bit more about what they're interested in so that you can personalize the content that you can send them through your newsletter and emails? Just like this, there are several use cases that can be an addition to whatever you're trying to achieve today, and Chat could be a nice fit, helping you get little more additional information about your visitor and also optimize the conversions for you for that respective goals.
Keeping that in mind, we have introduced first in the beginning of launch of Dynamic Chat, we introduced a predetermined flows where it allows you to design a predetermined dialogue and ask specific questions, ask specific contact or individual's information, and then offer them if they're interested to book a meeting or connect with a live chat. So this is a capability that we have launched initially from the predeterministic parts where you have full control and you allow visitors to go through this flow and take necessary actions that you allow them to provide. Second is where, we have introduced with the power of GenAI capabilities and with a highly controlled environment. Now you allow visitors to ask their questions and get quick responses. This unlocks the self-paced, self-learning experience for your website visitors. While your website might have all the content, but it's just for a first time visitor or a second time visitor, it's very hard to find where that content is. Right? It's not easy to navigate B2B websites in general because of the so much content and so much of great insights about your products and services that were spread across the pages. But with this Chat, they can come straight and ask what they're interested in and get quick response. This is not just awesome for the visitor, but also it gives great insights for you. But so far, you are just trying to extract the intent based on pages they're visiting. But now here you have explicit asks from these visitors and trying to understand what they're looking for. And that is an insight for you to leverage, to attribute the intent and interest of that individual based on these questions asked. How can you do this? After every conversation, so you automatically generate a conversation summary and also topics that were discussed in that summary, which will be automatically available in your marketer instance. And for every smart list or filter or trigger the campaign that you're creating, you can leverage these as constraints saying that anybody who talked, who engaged with their website at chatbot in the last X days and talked about topic A, topic B, and etcetera. And you can even leverage this summary to push it to sales. If you think this is some high person from ad target account or high value individual, you want to push them to sales representatives, and you can also push the conversation summary to the respective sales owner. This is even seamlessly integrated into our MSI tool. If you're already leveraging that tool, this information gets pushed into that automatically.
But going forward, so far, you have seen like this. Initially, it's all fully controlled by marketers. Second is where you enable visitors to ask questions and have GenAI provide responses to those specific questions. From there, we are moving towards GenAI powered conversations. That means not just answering questions, but it'll drive the conversation towards the KPIs that they're looking for. For example, I want everybody who's coming to a certain page to generate maximum number of leads. This chatbot will try to engage them based on where they are on the page, try to nudge them towards engaging with the chatbot. Once they start engaging with it, it provides interesting insights, ask follow-up questions, and also try to capture those information that you are interested to learn to achieve the KPI that you are trying to optimize for. Let's double click on the third area, the journey and power conversations. So here is where...
It completely transforms the whole experience for the end visitors and also supercharges the insights that you can get from your website visitors.
So first, from a predefined flows to a human like natural conversations where visitors can ask questions about multiple topics and chatbot will always try to respond and also provide them a knowledge question to know a little bit more about what they're looking for specifically and navigate them to the respective pages.
In parallel, it tries to capture the necessary information about that lead based on what you guys are interested to. For example, if you want to capture their email, contact number, or company name, role, number of employees, revenue size, etcetera. What are the information that you are interested in? If you can instruct the chatbot to drive those details, optimize the conversation for those details, it automatically, in a natural way, engages with the visitor and capture that information and put that back into profile.
Along with that, it caps all the questions and responses that this visitor is asking and give you that insight that this individual gave this XYZ information and asked about ABC products or services that you are offering and interested in these specific areas a lot. Right? And that's a powerful insight that you can leverage, not just by your scoring, but also to optimize on, "Hey, what is the right content or next touch point? How do you personalize that based on this intent or interest?" For achieving this, for achieving this human like conversations, the key is building your own knowledge. How do this AI respond to visitor questions? Right? So the key is to build your own knowledge piece, which means you can provide your own website URLs or company documents and forward that to Dynamic Chat, and it always responds based on the content that's present only on that knowledge. While it is intelligent enough to talk about every topic in the world, we ensure that it only can answer from the content of your brand, which you have provided as a knowledge. We are ensuring that we allow you to build multiple knowledges because I know there are companies like Eptura has several brands talking about different kinds of products and solutions and also have different kind of content for different geographies. Right? So we allow you to create multiple knowledge bases. And when you're creating these dialogues with this new AI, AI-powered two way conversations, you can choose what knowledge to be used for what pages and what audience that even further personalizes the experience for your end visitors. The third-- Okay, this knowledge is great. It is having a human like conversations, but it's important to always stay in the boundaries of your business rules and regulations. Right? That's where setting your brand preference for your tone, style, follow-up messages, exclusions that you don't want the chatbot to never answer about certain topics. It could be a competitive keywords, or it could be about anything beyond your brands, related to privacy or legal, things of that nature. And you want to set those preferences by yourself. This way, it not only improves the experience for your website visitors, but also simplifies a lot for you to design the dialogue because now you don't have to design a whole structure of cards, which becomes large and large awkward dialogues. And we've seen this with many customers, creating a large dialogue and then managing it, maintaining it is a pretty difficult challenge. So with this, it greatly simplifies that you don't have to create big parts, but you can simply instruct the dialogue to optimize for certain KPIs and it have that natural conversation with the visitors, with every visitor 24/7 and optimize for that KPI for every conversation and interaction that's going on. Well, this is something that we are hoping to launch this year, and we'd love to hear from you if this is something that you are excited about and would be allowed to participate in our betas and partner with us to shape this up, in a way that it makes best sense for you to use this for your business. I'm really excited to work on this and get into your hands as early as possible. I hope you'll also look-- You're also looking forward to leverage this for your own business. Thank you.
At its core, Adobe Dynamic Chat offers us a ton of potential. Whether you're ready to dive in headfirst or prefer a phased approach like we did, Chat can play a huge role in enhancing the user journey from anonymous visitors to well-engaged customers.
For Eptura, integrating Adobe Dynamic Chat with Eptura's website significantly improved our user experiences during critical transitions. By taking a phased approach, leveraging the Generative AI, reengaging users, and continuously gathering feedback, we've seen major improvements in user engagement and satisfaction. And by using that customized messaging and segmentation, we've made sure that both our existing and potential customers feel valued and heard. Thank you for all your time today. Sreekanth and I hope you enjoyed this session and are walking away with some actionable ideas on how to leverage Chat for your own use cases. Enjoy Adobe Summit 2025.
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