B2B Live Chat: What You Need to Know [2023]

What is B2B Live Chat? It’s basically a chat widget on a website dedicated to selling to other businesses. The chat tool normally has the ability to answer more complex B2B questions using a combination of AI and human interaction. In some cases, the chat tool is also able to interface directly with your sales team. 

But before implementing a b2b live chat system, it’s important to understand the benefits and challenges of such technology as well as best practices for optimizing its use. In this post we will discuss all these aspects so you can make informed decisions about whether or not adding a B2B live chat widget is right for your business.

Benefits of B2B Live Chat Tools

B2B live chat is a powerful tool for businesses that sell more complex products or services to increase the lead flow into their sales pipeline.

Easy Line of Communication: By providing potential customers with an easy way to get in touch with your business, you can quickly answer their questions and address any issues they may have. This helps build trust between your company and its customers, leading to increased loyalty and higher conversion rates.

Support: Live chat also allows businesses to provide personalized support by engaging customers in real-time conversations. Customers are more likely to stay on the website longer if they know that someone is available to help them out when needed. Additionally, it’s easier for companies to track customer interactions through live chat than other forms of communication such as email or phone calls.

B2B Marketing: Another benefit of B2B live chat is that it can be used as a marketing tool by offering discounts or promotions directly within the conversation window. This encourages customers who are already interested in making a purchase but need some extra incentive before doing so. It also gives businesses the opportunity to upsell additional products or services while talking with potential buyers about their needs and interests.

Automatic Scheduling for Sales Reps or Demos: This is one of the most popular tactics we have seen our clients use over the past couple of years. With the invention of calendar sync tools like Calendly.com and others, it’s super easy to just send a link to a prospect and have them pick the best time and day that works for them to talk to sales or to attend a demo.

Improved Analytics: Live chat also provides valuable insights into how visitors interact with your website which can be used for further optimization efforts such as improving page load times or adding new features based on user feedback collected from conversations had over live chat sessions . Additionally, having access to this data allows you measure success metrics like response time, average handle time , total chats handled etc., giving you greater visibility into how well your team is performing at delivering customer service.

Shortening of the Buying Cycle: This reduces the back and forth and gives the sales agent kind of a background of what the chatter is looking for, some of the questions they have / had etc.

Live chat for a B2B companies don’t replace an SDR or cold calling. It just adds another avenue (like an auto chat box popup) for the prospect to communicate with your brand.

How to Implement B2B Live Chat

Adding a live chat feature to your B2B website can be an effective way to increase conversions, accelerate sales and customer satisfaction. But before you get started, there are some important steps you need to take in order to ensure success.

First, select the right software for your needs. There are many different types of live chat software available, so it’s important that you choose one that meets the specific requirements of your business.

Consider features such as customization options, integration capabilities with other systems, scalability for future growth, different pricing models, and cost-effectiveness when making your selection.

There are also several distinctions in the type of chat tools out there for B2B businesses….

  • Artificial Intelligence Chat Tools
  • Robot / Auto Responses Only
  • Hybrid of AI / Robot Reponses
  • Hybrid of Human and AI
  • Human Ran: Internally by Your Team
  • Human Ran: Externally by a 3rd Party

Next, hire qualified personnel to manage the system on a daily basis. This is especially important if you plan on offering 24/7 support through live chat. Look for individuals who have experience working with customers online and understand how best to handle inquiries quickly and efficiently while providing excellent customer service at all times.

Once these steps have been completed successfully, it’s time to set up the system itself by integrating it into your website or web application using APIs or plugins provided by the software vendor (if applicable). You may also want to customize certain aspects of the interface such as colors and fonts in order make sure it fits seamlessly within your existing design scheme without detracting from user experience in any way.

Bonus Tip: Make sure whatever B2B live chat company you choose, they can integrate with Google Analytics 4 so you can track Conversions.

Finally, test out the system thoroughly before going live with it on production servers. This will help ensure everything works properly once users start interacting with it directly via their browsers or mobile devices (if applicable). Make sure all necessary security measures are taken during testing as well; this includes encrypting data transmissions between clients and servers using SSL certificates whenever possible for added protection against malicious attacks or unauthorized access attempts from outside sources

Tips for Optimizing B2B Live Chat

Recent studies have shown that 46% of customers prefer live chat. Live chat is a powerful tool for B2B companies looking to increase conversions on their website and to improve relationships with their current customers.

Here are some tips to optimize your live chat tool once you get it implemented:

Create Automated Responses

Automated responses can help save time by providing quick answers to common questions or inquiries without having to wait for a human operator. This can be especially helpful during peak times when customer service representatives may not be available right away. When setting up automated responses, make sure they are tailored specifically to your business and provide accurate information in a friendly tone of voice.

Set Up Triggers For Keywords Or Phrases

You can set up triggers so that certain keywords or phrases will automatically trigger an automated response from your live chat system. This helps ensure that customers receive timely and relevant information as soon as possible after entering their query into the chat box, increasing customer satisfaction levels while also reducing wait times significantly.


Personalizing your live chats with greetings such as “Hello. How may I help you?” or signatures like “Thanks for chatting today. Have a great day.” goes a long way towards making customers feel valued and appreciated – something which is key when it comes to building trust and loyalty between businesses and their customers online .


Having access to an extensive knowledge base of answers can help reduce customer service wait times even further by providing instant access to commonly asked questions about products, services, policies etc., without having to involve human operators at all .

Live chats should not only respond promptly but proactively offer assistance where needed as well. If there is no activity from the user after a certain amount of time, an automated message can be sent out asking if they require any additional support before ending the conversation (this could be done using triggers). Doing this ensures that users don’t have unanswered queries lingering around in their minds which could potentially lead them elsewhere in search of solutions instead.

The Biggest Challenges of B2B Live Chat  

When implementing a live chat system for B2B companies, there are several potential challenges that must be taken into account.

Having multiple conversations at simultaneously

This can become especially difficult if customers have complex questions or require more detailed responses. In order to effectively manage these conversations, it is important to have clear protocols in place and ensure that all customer service representatives are well-trained on how to handle various types of inquiries. You’ll also want a platform that can manage multiple conversations at the same time.

Angry or Frustrated Prospects or Customers

Another challenge with live chat systems is dealing with difficult customers. It can be hard for customer service representatives to remain professional and courteous when faced with angry or frustrated customers who may not always understand the product or services being offered by the company.

In order to address this issue, it is important for customer service reps to stay calm and collected while also being able to provide helpful solutions in a timely manner. Additionally, having an escalation process in place will help ensure that any particularly challenging situations can be handled quickly and efficiently without disrupting other conversations taking place within the system.

Slow Loading of Chat Tool

Live chat systems also present some technical difficulties such as slow loading times or unreliable connections which could lead to frustration among users trying to access the system from different devices or locations around the world. To prevent this from happening, companies should invest in high quality hosting services as well as make sure their websites are optimized for speed so they don’t experience any lag time when using their live chat feature.

TIP: Before choosing your B2B chat tool provider, you should also ask if they use a CDN to host their chat instance.

Best Practices for B2B Live Chat

Respond Quickly

Live chat is a great way to quickly respond to customer inquiries and chat conversations and provide helpful information in an efficient manner. However, it’s important to make sure that you are responding as quickly as possible. Customers expect quick responses when they reach out for help, so it’s essential that your team is able to answer their questions promptly. To ensure this happens, make sure you have enough staff on hand at all times and set up automated notifications so you know when someone needs assistance right away.

Provide Helpful Information

When customers use live chat, they want answers fast – but more importantly, they want the right answers. Make sure your team is well-versed in the product or service being offered and can provide accurate information in a timely manner. Additionally, be prepared with resources such as FAQs or tutorials that can be shared with customers if needed. This will not only save time but also help ensure customers get the most out of their experience with your company.

Be Courteous & Professional

No matter how busy things get or how frustrated a customer may become during a conversation, always remain courteous and professional while using live chat software for B2B companies. Your goal should be to create an enjoyable experience for each customer by providing helpful advice without coming across as too pushy or aggressive in any way – even if there’s disagreement about something related to the product/service being discussed. Always remember that every interaction matters; treat each one like it could potentially lead to future business opportunities down the line.

Follow Up After Conversations End

Once conversations end via live chat software for B2B companies, don’t forget about follow-up steps. It is important to take note of what was discussed during each conversation so you can properly address any issues later on if necessary. Additionally, consider sending surveys after chats end asking customers how satisfied they were with their overall experience; this will give you valuable feedback which can then be used towards improving processes going forward.

Do you already use an email marketing automation platform?

How To Train Your Chat Attendants

If you aren’t using a B2B live chat tool that manages the chats for you, you’ll want to make sure that your internal chat agents are trained correctly so the conversation flow is seamless as possible.

Make Sure They Have Access to the Answers

If you have a knowledge base of info, you’ll want to make sure that it’s continuously updated as well as give them the ability to search for answers and even send links to the prospects.

We also recommend to have a group chat or call once a month to go over some of the frequently asked questions that he or she may have received. This is actually a good practice as you can gleam some in depth content for your blog or knowledge base.

Do Some QA Chats Once in a While

Every quarter, we recommend doing a “secret shopper” series of chats where we chat like we are a prospect to see what the chat attendants are saying. This assures that attendants are adhering to the scripts, sending the right links and keeping their cool when clients are prospects are angry. This also helps you confirm if your agents have up to par communication and writing skills.

Revisit the Scripts

The chat tool you choose for your B2B organization should give you the ability to save the transcripts and search inside a history of them. Once a quarter, you should revisit a random selection of those transcripts and check to make sure that you don’t need to update the main approved script that your chat agents are referring to on a regular basis.

Real Human Live Chat vs AI Live Chat [B2B Focus]

Making the decision to choose going full Bot, AI or Human is going to be a decision made based on the type of organization you have internally.

Human Managed Chat Pros

Humans will ultimately be able to converse on a level to where it’s 100% relatable to another human. There are intricacies that neither AI or bots can’t pickup on just yet. Humans will also be able to pickup on other human emotions whether it’s anger, tone, sadness etc.

Being able to handle complex questions or situations is also something a human can manage much better than chatbots or AI.

Human Managed Chat Cons

The biggest con is going to be cost of labor. You’ll need to obviously pay these people an hourly wage and if you have a large amount of chats, you’ll need to invest in more human bodies to fill the seats.

AI or Bot Chat Pros

Firstly, there’s no downtime. Chatbots or AI can work for you 24-7-365 without any time off. Timely responses are a huge pro since there’s no time to “think”. It just happens in a split second.

AI or Bot Chat Cons:

Especially in the B2B space, a technical customer or prospect may ask something very in depth. Unless you have a custom made AI chat tool that gets continuously updated, you aren’t going to be able to give the response that the prospect is wanting.


In conclusion, B2B live chat is a powerful tool for increasing conversions and improving customer experience. It can be implemented quickly and easily with the right tools, and there are many tips to optimize it for maximum effectiveness. While there may be some challenges associated with implementing B2B live chat, following best practices will help ensure success. With careful planning and execution, businesses of all sizes can benefit from using b2b live chat as part of their overall marketing strategy.

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