In a world of information overload, it’s more important than ever to be clever with the abundance of data we have at our fingertips. This is especially true if you’re devising or refreshing your content marketing strategy. If you don’t know who you’re talking to and what they’re looking for then really, what’s the point? Your message and sales aspirations are guaranteed to fall short of the mark.

Conversation makes the world go round, and when utilised within a marketing strategy helps drive sales without really ‘selling’. It allows businesses and their customers to interact on a personal level, strengthening relationships and supporting brand loyalty.

Fast, efficient, a time saver: just some of the ways businesses are talking about chatbots. As part of a communications strategy, these tools can be indispensable for customer relations. But it’s not all plain sailing, so we’re going to delve a bit deeper into this latest technology trend and explore the very real possibility that chatbots might one day replace humans in the sales funnel.

With all B2B marketing campaigns, tracking and measuring the results is crucial – not only to determine ROI and justify budgets, but also to shape future campaigns. This is the same with conversational marketing: as a non-traditional marketing channel, it’s vital to prove its worth to senior management, demonstrate the campaign’s alignment with company goals, and plan how the campaign will progress in the future. But how can a B2B business measure the impact of something as abstract as ‘conversation’?

By offering businesses the opportunity to connect with their customers and prospects in a more human way, conversational marketing drives engagement and increases the likelihood of moving prospects along the sales funnel. It’s therefore no wonder that this approach has increased in popularity in recent years.