Best Practice Report

A Pragmatic Approach To Conversational Interactions In B2B

What B2B Marketing Leaders Need To Know About AI, Automation, And Cooperation

June 9th, 2022
Jessie Johnson, Principal Analyst
Jessie Johnson Principal Analyst
With contributors:
Steven Casey , Laurynn Bedard , Arianne Burnette

Summary

The increasing adoption of conversation automation technologies for B2B marketing and sales use cases has allowed organizations to deliver real-time interactions and outreach attempts at scale. But quantity isn’t always accompanied by quality, and in practice many organizations are relying on technology rather than strategy to drive their conversational approaches. This report explores best practices for conversational interactions in B2B, three types of conversations organizations should be having with their customers, and considerations for conversational content.

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