Boost.ai

INTERIM CHIEF MARKETING OFFICER 2021-2022

Boost.ai offers virtual agents that empower B2B companies to serve customers 24/7 so they can improve customer satisfaction, cut costs and increase revenues.

Challenge

Many have tried the first generation chatbots in the last few years, but those early chatbot solutions fell down in both accuracy and scalability. (You’ve been on those sites where the bot is chatting with you but has no idea what you really need. Frustrating, right?)
Boost.ai has a great solution that solves that problem.
But their Norway-based marketing team was working without a unique, compelling message. The unique selling proposition was elusive. The challenge was to develop a true and defensible competitive message and then optimize their overall marketing effectiveness.

Solution

Boost.ai virtual agents automate customer service — accurately resolving customer queries, and then scaling those solutions. This combination of accuracy and scale is unique to boost.ai. Plus, it provides a foundation for growth as we articulate a strong, compelling message, and get it into the market through the many available channels, then tracking our progress while nurturing future customers along their path.

Achievements & Work Samples:

Messaging: New messaging highlights our unique competitive advantage. Original messaging was "Fast. Easy. Scalable”. We have identified and honed in on the unique differentiator, our ability to scale while maintaining high levels of accuracy. Our competition does not, and cannot, claim to do this. Boost.ai has the ability to scale, better than anyone, and we support that top line message with both a technical story and customer deployments as proof. This powerful message is outlined in a slide deck presented by the Executive Team to the company in Nov.2021. It has been very well-received inside and outside of the company. In fact, the CEO hears the Sales team saying, “This is the best deck we’ve ever had”!
Digital Marketing. This area is THE key to future growth of any B2B company. While boost.ai had already made the investments in HubSpot and SalesForce, there was room to optimize these powerful systems – especially with regard to HubSpot. We took it to the next level:
- Lead scoring & routing systems developed and implemented in HubSpot to ensure effective nurturing and improve quality of leads that are sent to Sales.
- Vertical market workflows developed and implemented as well, ensuring that content served to each lead is relevant to their industry.
- Reporting in HubSpot now enables a view into the pipeline at any time.
- Sync’ing with SalesForce strengthens the alliance between Sales and Marketing: the HubSpot scores are now visible in SF, so Sales can see if a lead has reached MQL or SQL status.
- The RESULTS of our added focus on Digital Marketing are already evident.
  When we compare Q4 2021 to Q3 2021:
  — Leads are increased +129%
  — MQLs are increased +112%.
  We will continue to track conversion rates and test progress of these metrics. The opportunity to improve them is ongoing. The key thing here is that the digital marketing now can provide insight into the pipeline, and can always tweak variables to improve the pipeline.
Web site & Messaging:
New messaging on the home page touts the business imperatives we enable:
Improve customer satisfaction - cut costs - increase revenues .
There’s still work to do on the web site to lead visitors through vertical-focused content and add calls to action in return for info gathered on forms.
- A new main navigation outlines our vertical industries.
- Still need to add a page on scale (I outlined a draft of this ‘accuracy at scale’ page for the incoming CMO)
- There are several areas where we need to add calls to action and additional lead magnets
- An updated content matrix gives an overview of our strategic content by vertical industry and by sales cycle stage - useful for organizing our content assets and prioritizing which to tackle next.
Webinars: Our webinar program is consistently well-attended and well-executed.
Suggest that the webinar page on the web site could be tweaked to underscore our message and highlight future speakers and topics.