Manychat wants to enable modern marketing

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In an era where automation can supercharge your marketing strategy, Manychat doesn’t want you leaving horsepower on the table.

The social media automation platform allows users to engage with customers, automate messaging, and make social media marketing more intimate. For sales teams this can uncover untapped revenue streams and precious data to help boost quota attainment.

Revenue Brew spoke with two executives of Manychat and a user to understand where this technology can fit into a company’s tech stack and how it can help a business capitalize on the influencer economy.

It goes down in the DMs

While Manychat is built primarily for creators, it has cross-functional uses for the companies paying those creators. According to Anna Tutckaia, vice president of growth marketing, clients are seeing higher conversion rates because interactions are creating engagement, rather than piling up unanswered.

“[Manychat can] drive sales because you can recommend products, you can book calls, you can share discounts codes. It is all happening in the DMs, where your followers want to be because they are on social media,” Tutckaia said.

For Tutckaia, the ideal Manychat user is growth minded and is trying to pull new levers to unlock business.

“This data you have, you can pass it to your sales team, not just as email, phone number, and the name, but also with ‘they’re interested in this type of content’…When sales teams then take it, their approach can be way personalized,” Tutckaia said.

Tutckaia said companies are asking creators if they use Manychat to boost engagement for brand deals. “They can get so much more from those deals, just because this post will be getting way more engagement,” she said.

Building a social media compass

Manychat product lead Artur Evstefeev said not only does his team build with creators in mind, but it also considers marketing teams and what data might be beneficial for them.

He says the platform is built to service both creators and brands to turn interactions into results.

“Every feature in the platform, from tags and custom fields to filters and triggers, is designed for first-layer engagement, helping creators and businesses manage interactions and grow meaningful relationships,” Evstefeev told Revenue Brew via email.

For sales teams this means data can be plugged directly into a CRM to uncover new opportunities.“It plays a critical role in driving qualified traffic into those systems more intelligently and efficiently,” Evstefeev said.

Evstefeev explained that Manychat designs its product so that even “unstructured user input” can be tracked.“It’s a tool that manages engagement in ways that support social media based business goals,” he said.

Corporate tech stacks also remain top of mind and the team has already rolled out integration capabilities with workflow automation companies Zapier and Make. Evstefeev also confirmed that new integrations will be announced at the company’s virtual Instagram Summit on Oct. 22.

Client insight: influencer

Outdoors influencer Meredith Ewenson uses Manychat to grow her profile and justify the investment brands are making in her. She said the platform allows her to streamline lead collection in a way that allows her to easily deliver that information to partner brand’s sales or marketing team.

“If you are using Manychat and you want to share that with a brand for a specific type of thing that you’re wanting to work with them on, you can say, ‘hey, I’ve had a really great response on XYZ.’ I personally have used it in a number of different capacities,” Ewenson said.

Manychat allows Ewenson to review other types of engagement data that companies might want.

“I also can go on the back end of that affiliate platform and see are people actually purchasing…I can also circle back to that content when those hiking pants [are on] sale and share that reel again and share the link again, and allow it to be evergreen in that way as well," she said.