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.

Forming relationships with customers and prospects is paramount to building a successful business. Conversational marketing offers B2B businesses a method of connecting with their target audience in a way that drives engagement and boosts conversions. Sounds pretty great, but what is it exactly?

It’s been referred to as a one-to-one approach, human-centric, feedback-oriented and, well, conversational, but what conversational marketing ultimately comes down to is direct communication between a business and its leads, prospects and customers. Encompassing everything from chat bots to live chat, it allows B2B marketers to shorten the sales cycle and create a more personal, optimised buying experience.

Interested? Download our latest guide to conversational marketing to learn more about the power of conversations, and how you can include it in your marketing strategy.

What’s covered in the guide?

• The main conversational marketing mediums
• Identifying where it can fit in your marketing strategy
• The potential benefits for B2B businesses
• Top tips to getting started