Trends Report

Rethinking Conversational Interactions In Lifecycle Revenue Marketing

Four Guiding Principles For Optimizing Automated Conversations

May 1st, 2024
With contributors:
Steven Casey , Alaina Ladd , Laurynn Bedard , Arianne Burnette


Generative AI (genAI) capabilities in the B2B marketing technology (martech) stack are enhancing and expanding conversation automation use cases throughout the customer lifecycle. In this report, we describe four guiding principles that help B2B organizations build a strategic foundation for designing, delivering, and optimizing automated conversations that engage and enable empowered B2B audiences.

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