You must have come across Bitly links if you know what internet is. We come across bitly links everywhere on the internet and know it mostly for shortening links but that’s not all. Bitly has a lot more to offer for the future, a centralized dashboard that tracks various metrics associated with these short links. This helps Digital Marketers to Optimize their content and also solves the complexity of multichannel tracking by creating a path for omni-channel marketing, also offering the power of customization of the link. Links can represent their brand, by having branded links and custom domains instead of the generic bit.ly link.

What made Bitly known and widely accepted all over the internet?

Bitly is rapidly expanding, two out of every three Fortune 500 companies use Bitly. They receives 20 billion monthly link clicks and 17 million website visits. As their sales expanded they needed ways to engage more buyers, using new, better and efficient ways and that led them to Conversational Marketing.

Matt St. Peter (Sr. Manager, Digital Marketing & Web, Bitly) and Michael Miyasaki (Marketing Operations Manager, Bitly) chose and built this conversational Marketing strategy from scratch and “Qualified” helped them in achieving the milestone of increasing Website MQLs Pipeline. (“Qualified” is a company that is redefining how the pipelines should be created by companies which helps potential customers to have sales conversations without going through hassle of forms and links.)

What were the challenges?

• With so many daily website visitors, How could Bitly provide an edge to potential enterprise buyers?
• How could bitly encourage more sales conversations based on particular buyers?

Solution

Matt mentioned we have a ton of traffic; as marketers know, the quicker we can progress conversations and start discovery with prospects, the more likely they are to convert and move forward with us versus reaching out to other companies. That speed to lead is absolutely crucial.

Bitly choose Qualified’s conversational Marketing where sales conversations were always around the corner. They then carefully placed these conversational prompts at the right places to make sure they are connecting with the right leads who really are interested in buying, by engaging them in sales conversations. These sales conversations changed everything. This saved all the time it would’ve taken to fill out a form and then waiting for an email. The potential customers could now skip the line and that made a huge difference, sales conversations increased

These conversations based on the feedback suggested the plans and actions that might be relevant and it worked like magic for Bitly.

Results

There was a 221% increase in MQL volume by adding conversational prompt to the sales landing page only. Bitly just had to find the sweet spots on their website where these prompts could prove to be be fruitful. There was also a 615% increase in pipeline quarter over quarter on pages having conversational marketing prompts.

Matt St. Peter (Sr. Manager, Digital Marketing & Web, Bitly) : When we give buyers the opportunity to skip the line and talk to sales immediately, we saw our pipeline skyrocket. That’s been a clear win.