At A Glance
JLL’s content hub, The Investor features the latest news, thought leadership, research and investment opportunities from real estate investment marketing across the globe.
While The Investor was receiving over 45,000 unique hits per month, it wasn’t generating the kind of quality leads in return.
JLL needed to bridge that gap – they needed to find a way to engage those visitors and turn them into leads.
Brew Interactive was approached to help them leverage website visitors to amplify their lead generation efforts.
After having analyzed the situation, we proposed the use of AI-powered chatbots to drive engagement and increase conversions.
Our strategy was centered around using natural language processing to interpret the user’s intent and capture data through user conversations. The chatbot was used to understand the user’s intent (eg. searching for insights, download a research report or enquire about an investment opportunity) and how they came onto the site, with an objective to help them achieve their goal faster.
We went on to build the chatbot and the conversation flow, along with integrating it with their marketing automation tool (Eloqua). The conversation flow was mapped out after having discussions with the JLL team, studying their site’s user data, and aligning it to their business goals.
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