1 Understanding Conversational Marketing A Guide for Demand Generation Teams Table of contents Introduction Changing Trends In Buyer Behavior . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 What is Conversational Marketing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Why You Need Conversational Marketing in Your Demand Generation Strategy . . . . . . 6 Where Conversational Marketing Fits Within Your T ech Stack . . . . . . . . . . . . . . . . . 7 Say Hi to Personalization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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