Conversational marketing


Conversations are dynamic and free flowing.  One idea begets another.  As people interact and knowledge is shared, perspectives can change … and with them, expectations.

Charlene Li, founder of Altimeter Group a leading research-based advisory firm with a focus on disruptive technologies, and the author of the New York Times bestseller, “Open Leadership”, believes that conversational marketing will soon become as natural as the air we breathe.

It won’t be an easy journey.  Your CRM (Customer Relationship Management) system will be of little help.  According to Charlene, CRM systems are about managing the transaction – not the customer.

If conversational marketing becomes mainstream, and more to the point “as natural as the air we breathe”, then the focus switches to your ability to fine tune a conversation (mid-flight) adjusting to the needs of your customer as they introduce new variables or topics.  Relevancy becomes key.

While finding someone that has kissed the blarney stone might seem appropriate, there is a better way – one that can help the masses.  If you want to master all that free flow of information, to understand how, when and where you should interject – you are going to have to get very structured and highly analytical.

Charlene Li, Founder of Altimeter Group

Check out what Charlene had to say on:

  • The capabilities required
  • The challenges marketers will face
  • How everything will evolve
  • And her own, jaw dropping personal story that changed her expectations for all other marketers

Want to learn more?

Visit the driving profitable growth site on our Customer Intelligence Knowledge Exchange.


About Author

Jonathan Hornby

Jonathan currently leads a team of marketers focused on message and global direction for SAS' solutions in the areas of Customer Intelligence, Performance Management and the SMB market. He is fascinated with understanding the future and how behavior, culture and communication influence strategic outcomes. Jonathan is the author of “Radical Action for Radical Times: Expert Advice for Creating Business Opportunity in Good or Bad Economic Times”

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