For many B2B SaaS companies, conversations are the ultimate success metric.

When customers directly engage with you, relationships are established and, as important, the sales journey is jump-started.

On this episode of Marketing Spark, Mark Kilens, Drfit's VP of Content & Community, talks about how conversation marketing gained momentum last year at a time when conferences disappeared.

Drift pioneered conversation marketing with the introduction of an AI-powered chatbot that attempts to engage, understand and recommend solutions.

Mark and I also talk about Drift's approach to content marketing, the importance of content distribution, and some of the metrics used to assess content marketing success.