Word of the week: conversation marketing

Conversation marketing is defined as an internet-driven marketing strategy in which customer needs drive design, content and technology; analysis drives changes; and customers are long-term participants. This strategy involves personalized, custom communication and is intended to strengthen the relationship between an organization and prospect. In the B2B space, conversation marketing can be utilized by companies by listening, analyzing and addressing pain points of their targets. These exchanges help the audience feel like they are being listened to every step of the way, and gives companies insight into key issues.

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