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B2B Live Chat in Focus

Posted on 3.25.2015

You may think of B2C businesses when the topic of live chat arises, but live chat provider TouchCommerce is changing that perception.

The company recently expanded its partnership with IBX data center and colocation provider Equinix. The B2B company, which has been running TouchCommerce’s TouchChat solution to engage with prospects and qualified leads for its services in the United Kingdom and Netherlands locations for over a year, recently completed its roll-out across Germany, France, Switzerland and United Arab Emirates. In addition, Equinix will be adding mobile chat to its online engagement program with TouchCommerce.

"We are thrilled to see the maturation and growth of our collaboration with Equinix," said Bernard Louvat, president and CEO of TouchCommerce. "The deciding factor for Equinix to extend and expand our contract was our ability to generate leads quickly with minimal chat hours spent. Equinix is a prime example of how business-to-business brands can benefit from live chat and we look forward to our continued success together."

Equinix is a B2B company that enables businesses to store or traffic their data through a facility that has the capacity to do so in a fast and secure manner. Because of the company’s specialized audience, Equinix has different goals for its online engagement program than a typical B2C brand. For instance, Equinix’s aim is to give its website visitors a way to ask questions with the goal of obtaining prospect information via lead form. Since the company has a narrow target audience, it may only obtain a few interactions each day, but one qualified lead that converts can result in hundreds of thousands of dollars. Because of this, the percentage of interactions that result in lead submission and the average amount of chat time spent engaged with prospects per lead generated are key metrics for success – and the data shows that about 16 percent of chat conversations result in lead submissions.

“TouchChat is a great asset to the Equinix sites," said John Wroath, EMEA digital marketing manager at Equinix. "We have had excellent feedback from both our customers and our sales teams in the Netherlands and UK over the last several months. We've also seen indirect impact, such as making visitors aware of new information and opportunities that can bring additional revenue to Equinix. We are excited to expand our relationship."

It is also important to note that in order to enhance its live chat product for the B2B experience, TouchCommerce created a persistent “Contact Us” call-to-action (CTA), which is displayed in eye range as the prospect scrolls the screen. This strategy keeps the CTA top of mind and makes it easy for all site visitors to take action quickly.

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