Podcasts are growing in popularity among brands. Brands are starting their own podcasts, making guest appearances (guesting) on other podcasts and/or sponsoring existing podcasts. And with all of these new investments in podcasts, marketing and business leaders are going to want to start understanding how podcasts are generating ROI. And therein, lies a problem. “Podcasts […]
What is Conversational Marketing?
Conversational marketing is a customer-led marketing strategy that uses technologies like chatbots, SMS, live chat, and software messaging applications to engage prospects in dialog that supports the customer journey.
In today’s technological environment, a growing number of prospects are most comfortable interacting with brands over text message, live chat, or on social media. A conversational marketing approach leverages one or more of these channels to start conversations with prospects, identify their needs and interests, and support their customer journey by directing them to the right resources (e.g. articles and blogs, webinars, sales representatives, etc.) at the right time.
Conversational marketing humanizes customer engagements, encouraging prospects to ask questions and share valuable information that B2B SaaS companies can use to qualify them for the next stage in the sales funnel and deliver a more personalized buying experience.
Conversational marketing helps B2B SaaS companies identify high-intent prospects much earlier in the customer journey, resulting in a shortened sales cycle, improved sales-qualified lead (SQL) generation, and increased revenue.