No matter your business, conversational marketing can be a fresh and highly effective tool for engaging with your prospects and customers. As chatbot technology continues to evolve, experiment with the different ways that you can use conversational marketing to shorten your sales cycle, learn new information about your prospects and enhance the empathetic element of your brand.

This week, Guido and Weslee break down the things you need to consider as you start to implement a conversational marketing strategy for your business. What playbooks do you need? What even is a playbook? How do you measure your success?