Case Study: Lely International leverages conversational marketing with Chapman Bright and Adobe Dynamic Chat

Leveraging conversational marketing to enrich data, increase sales and customize experiences through adobe’s dynamic chat

Lely International, a worldwide high-tech manufacturer of innovative farming solutions, faced a challenge in converting its high website traffic into a predictable supply of leads. Their existing lead capture forms were yielding very low conversion rates, with less than 0.2% of visitors to key product pages filling them out. To engage visitors more effectively, they partnered with vendor Chapman Bright to implement Adobe’s Dynamic Chat as a solution for conversational marketing.

Chapman Bright implemented a structured approach using their Conversational Framework, working with Lely to develop and prioritize initial chat dialogues. The vendor configured the Adobe Dynamic Chat tool and established processes to enrich lead data within Marketo. While the case study notes that initial results and business impact are still to be seen as of early 2022, the project was set up for long-term success with a plan for continuous optimization, translation into new languages, and analysis of key performance metrics like Conversation Start Rate and Conversion Rate.

Lely International

Ebo Eppenga

Marketing Manager Online