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B2B And Conversational Marketing – What You Need to Know

April 9, 2020
By Team Hello
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A feedback-oriented approach to marketing is called conversational marketing. Companies use it as a means to make active strides in listening to potential clients. From the insights and data collected from conversations, businesses are able to develop and foster valuable relationships with their clients. 

Keep in mind that conversational marketing works according to context—advice, interaction, and use of content isn’t new to the landscape of B2B sales after all. Inbound marketing, for instance, relies heavily on similar aspects to incite interest and drive up client interaction. Regardless of similarities with other marketing tactics, conversational marketing continues to be vital to the success of B2B companies. Here’s why:

Why is conversational marketing critical to the success of B2B companies?

Unfortunately, plenty of B2B companies still rely on outdated marketing practices, most of which makes them look aggressive, impersonal, and somewhat pushy. However, the days of automatic cold calls are long over, as consumer behaviour has now evolved. In this day and age, customers find the need to feel appreciated and valued, so plenty of traditional B2B sales methods just do not work anymore.

As a replacement for such aggressive methods, conversational marketing was born. It enables B2B companies to improve client experience without bleeding pumps and gimmicks. There are no tactics and impersonal tricks—it’s all about real connection and meaningful conversation, the very best tool to attract customers.

How does conversational marketing work?

Due to the age of digitalization, plenty of conversational marketing tactics combine the advantages of human customer service representatives and automated chatbots. Through this, a quick journey of leading a customer into making a sale is done in mere minutes, as opposed to the traditional method of dragging on for days and weeks, rendering your customers uninterested. An agent simply responds to a customer in a tone of voice carefully selected by the brand, while chatbots continue to provide them with a personalized experience during website visits. 

Compared to traditional solutions, conversational marketing banks on speed and convenience. These two factors are keys to purchasing decisions and brand retention. Research done by Drift revealed that 14 percent of consumers prefer chatbots over a website from completion. Moreover, 82 percent of consumers also showed that they expect responses from agents within five minutes or less. It only goes to show that a successful business does not solely rely on carefully structure sales talk. In essence, it also needs speed and good user experience, both of which are offered by conversational marketing.


Contrary to traditional methods, conversational marketing doesn’t just happen over the phone or in person. It relies on technology, such as social media platforms, chat applications, and even websites. That the reason it’s deemed as relevant today, especially when you wish to successfully reach out to potential customers. Now that you’re aware of the benefits conversational marketing can bring, it’s time to work it into your overall marketing plan. Remember, conversation and connection!

Your business faces various marketing challenges. Conversational marketing is one way to begin your journey to success, but digital marketing can unlock so much more potential! We’re all about the growth of your business—contact our team today and see how we can help!