Marketing Book Club: Conversational Marketing by D. Gerhardt & D. Cancel
We're all guilty of getting caught up in the B2B norms of landing pages, eBooks, lead capture forms, email open rates - but what if we thought about our customers differently? What if we engaged with them like *gasp* actual human beings?!
That's one of the key themes in Conversational Marketing, and in this episode of the Marketing & Tech Book Club Carlos caught up with Dave Gerhardt, VP of Marketing at Drift and co-author of our book of the month to chat about the future of marketing.
Today at the touch of a button we can have food delivered instantly, pay our car registration instantly, order transport instantly, download music and movies instantly...so in a world where consumers have the luxury of on an demand real time lifestyle why do we still put up barriers to purchase in the B2B world?
Conversational marketing is all about now Gerhardt tells us, offering relatable dialogue, real-time messaging, fostering trust, providing genuine help and above all - and here's the kicker - generate more leads and a shorter sales cycle.
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