Best Practice Report

Forrester Innovations: Chatbots For Demand Marketing

Leveraging Online Chat to Attract, Engage, and Qualify

January 7th, 2019
Jessie Johnson, Principal Analyst
Jessie Johnson Principal Analyst

Summary

B2B marketers are finding new ways of leveraging insights and automation to drive meaningful engagement with buyers. Online chat can serve multiple functions within the B2B organization, including customer support, sales enablement, and demand marketing. These chat sessions may be conducted by human operators, chatbots powered by rule-based logic, AI, or a hybrid approach. This report discusses opportunities to integrate chatbots into the demand marketing tactic mix in support of conversion optimization goals for attracting, engaging, and qualifying prospective buyers.

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