Best Practice Report

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

November 11th, 2022
With contributors:
Steven Casey , Laurynn Bedard , Arianne Burnette


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.

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