Best Practice Report

B2B Marketers Must Invest In A Conversational Data Strategy

Use Conversations To Profile, Engage, And Qualify Buyers And Customers

December 21st, 2022
Jessie Johnson, Principal Analyst
Jessie Johnson Principal Analyst
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst
Malachi Threadgill, null
Malachi Threadgill
With contributors:
Steven Casey , Laurynn Bedard , Arianne Burnette

Summary

Designing and delivering successful conversational interactions in business requires a strategy for conversational data that is connected, scalable, accurate, and compliant. Too often, data strategy teams and marketers underestimate both the potential and the risk of conversational data. In this report, we explain the need for a conversational data strategy, discuss how that strategy should connect conversational data to business requirements, and highlight key considerations for conversational data strategy at each stage of the data lifecycle.

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