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Cisco Systems Michael Metz, addressing a recent B2B marketing conference, talked quite a bit about how the networking giant is using Web 2.0 technologies to help sell product. I was most interested in their use of click to chat and how it was deployed in smart ways to really make those prospects convert to customers:

Metz was most enthusiastic about new “click to chat” functionality, which was added in November. “We started on 15 low-traffic pages,” he said, noting that customers who engaged a live call center agent in a “Chat with a Cisco expert” chat window had a conversion rate of 43%.

When Cisco targeted the chat window with business rules—for instance, only offering it to customers who visited the pages three times in a week, made product comparisons or spent more than 45 seconds on a page—the number of sessions with the same high conversion rate doubled.

Here’s the whole piece: Multiple Home Runs from Web 2.0

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