27. What We Are Sharing Today
How HubSpot spent 70% less on
each lead using chatbots
How to add chatbots into your own
demand generation strategy
Key metrics for running your own
chatbot experiments
Best practices for aligning chatbots
with landing pages for higher
conversion
28. Facebook Messenger to Deliver Content & Generate Leads
We experimented with using Facebook Messenger instead
of email in our marketing, along with early results
We gave two options:
● Submit the form and receive the content immediately
and via email (traditional)
● Skip the form and get immediate access in Facebook
Messenger
We then sent regular Messenger broadcasts to the people
who had opted in, suppressed them from email sends, and
studied their behavior
29. Facebook Messenger to Deliver Content & Generate Leads
Messenger Emails (Control) % Difference
Open Rate 80% 33% 242%
Click Rate 13% 2.1% 619%
After four weeks, the engagement metrics of the two channels showed a clear winner.