Facebook will soon launch automated lead generation, giving businesses the ability to qualify leads in Messenger and continue the conversation in the channel they prefer.
This feature is made to be used in conjunction with click-to-Messenger ads, triggering conversations between Facebook users and businesses.
Once a user has tapped on a click-to-Messenger ad, they go through a series of automated questions that can be answered with pre-filled or free form responses.
Messenger can be integrated by businesses with their CRM provider in order to capture customer information (provided by the customer) and identify qualified leads. After, Pages can manually continue the conversation through either the Pages Manager App, Pages Inbox, or a third-party live chat provider.
Facebook has said that businesses have seen results from nurturing leads in Messenger and by continuing the conversation with potential leads in their preferred channel.
Messenger lead generation provides an opportunity for businesses to connect with customers in a much easier way that is also convenient for both parties.
A study was cited by Facebook showing that over 61% of people across the US, Brazil, India, and the UK who were surveyed all agreed that messaging is the most convenient and easiest way to contact a business.
This can be a great avenue for a different channel of lead generation, one that seems like it will become a much bigger channel that will be more used in the near future.