Summary
B2B buyers continue to show increasing preference for self-directed interactions. To meet buyers where they are, B2B organizations are becoming more conversational, looking to virtual assistants and chatbots to enable unique conversations with unique people. To succeed, organizations must design conversations that support current and future goals — and optimize conversations across tactics. In this report, we introduce an interconnected approach to conversation design and delivery that accelerates the path to value for conversational technologies.
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