Best Practice Report

Forrester Innovations: Voice Interactions For Demand Marketing

Thinking Beyond the Screen in B2B

June 6th, 2019
Jessie Johnson, Principal Analyst
Jessie Johnson Principal Analyst

Summary

Today’s buyers are using voice search and voice-enabled virtual assistants to access information, complete tasks and consume audio content. With increasing adoption of voice-enabled interactions, demand marketers should start thinking beyond the screen for program activation. Innovative demand marketers have opportunity to leverage voice interactions to optimize delivery mechanisms, tactic orchestration, offer strategies and content experiences. In this report, we explore opportunities to add and optimize voice interactions in the demand tactic mix, focusing on the impact of voice interactions on demand delivery mechanisms, offer strategies and web conversion optimization.

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