Best Practice Report

Six Conversation Automation Use Cases To Help Acquire, Keep, And Grow B2B Customers

November 11th, 2022
Jessie Johnson, Principal Analyst
Jessie Johnson Principal Analyst
Renee Irion, Principal Analyst
Renee Irion Principal Analyst
Amy Hawthorne, Principal Analyst
Amy Hawthorne Principal Analyst
Shari Srebnick, Principal Analyst
Shari Srebnick Principal Analyst
Conrad Mills, Principal Analyst
Conrad Mills Principal Analyst
With contributors:
Steven Casey , Laurynn Bedard , Arianne Burnette

Summary

Despite the increasing adoption of automated conversational interactions, many B2B marketing organizations lack maturity in implementing these conversations and focus on tactical rather than strategic outcomes. Marketers can better enable buyers, customers, and internal teams by integrating signal-responsive automated conversations into existing programs, tactics, and content experiences that span the customer lifecycle. In this report, we define six use cases for conversation automation that B2B organizations should start with to deliver differentiated buyer and customer experiences.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.