I often caution peers of mine to be careful about the echo chamber in which we often find ourselves. When they ask for examples, conversational marketing is the first thing that comes to mind.
About 1/3rd of the regular readers of this blog probably think of conversational marketing as the hottest trend in sales and marketing. Another 1/3rd have likely never heard of it and the middle third have some familiarity with it but aren’t entirely sure what it is or how it applies to them.
Regardless of which third you are, you must recognize that the changes in buyer behavior that accelerated more than a decade ago continue to evolve. Sellers who don’t adjust their tactics to stay ahead of (or at least aligned with) buyers will see decaying results.
There are a few definitions for conversational marketing. I’ve found that the most useful definition comes from combining two of the most popular (according to Google search) definitions. Conversational marketing or conversation marketing is a feedback-oriented, one-to-one approach to marketing that companies use to generate engagement, learn about their customers, and shorten their sales cycle by creating a more human engagement/buying experience. While the growth of live chat and chatbot tools has fueled the increased popularity of conversational tactics, conversational marketing is much more than chat and bots.
The goal of this post is not to teach you the specific tactics or approaches. There are already three great resources for this (and I recommend all of them). Drift has built their Conversational Marketing University, HubSpot has added a strong program on conversational marketing to their academy, and my friend and fellow agency owner Remington Begg provides the most comprehensive set of tutorials, training videos, and tactics on the real-world implementation of conversational marketing that I’ve seen.