Data Overview Report

The State Of Conversation Automation Technology In B2B Marketing

Conversational Delivery, Content, And AI In The Demand And ABM Tactic Mix

April 25th, 2022
Jessie Johnson, Principal Analyst
Jessie Johnson Principal Analyst
With contributors:
Steven Casey , Laura Cross , Jessica Smith , Maria Alexandrou , Laurynn Bedard , Arianne Burnette

Conversation automation helps B2B organizations meet buyers and customers where they are in their journey, enabling those audiences in the moment while informing the next interaction. Forrester’s 2021 State Of Demand And ABM Tactic Survey provided unique insights into the adoption and use of automated conversations by B2B marketers to support the buyer’s journey and postsale customer lifecycle. In this report, we analyze the current state of conversation automation for marketing use cases, the role of AI in facilitating those conversations, and trends in conversation creation and delivery mechanisms.

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