The Manufacturing Executive How Manufacturers Can Engage Website Visitors in Real Human Conversations w/ Nelson Bruton
Jul 22, 2025
Nelson Bruton, President of ManufacturingChats.com, has over 20 years of B2B digital marketing experience, focusing on human-powered website chat. In this discussion, he reveals how live chat can convert website visitors into meaningful conversations. Nelson debunks myths about chat's role, emphasizing it as a valuable top-of-funnel tool rather than a replacement for sales reps. He also shares insights on leveraging AI for chat analysis and highlights the importance of eliminating friction in the buyer's journey to enhance customer engagement.
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From Generalist Agency To Chat Specialist
- Nelson started adding live chat to client websites over 20 years ago after realizing traffic alone didn't generate sales.
- He eventually nichéd to focus on chat for industrial B2B and launched ManufacturingChats.com about eight years ago.
Remove Friction By Matching Communication Preferences
- Removing friction means making it easy for customers to buy from you in whatever channel they prefer.
- Nelson highlights chat as one of several communication options alongside phone, forms, and self-serve tools.
Buyer Preferences Shift Across Generations
- Buyer demographics are shifting and digital-first preferences are rising across generations.
- Nelson notes even older leaders adapt because digital communication becomes necessary through family and business changes.