Report:

A: This research evaluates 12 leading B2B conversation automation solution providers across current offering capabilities, strategy, and customer feedback. It analyzes how conversational agents are reshaping buyer engagement and go-to-market processes, examining features like LLM-enabled natural language conversations, multichannel delivery mechanisms, agent workflows, and buyer enablement capabilities.

A: B2B marketing decision-makers, revenue marketing teams, and GTM leaders evaluating conversation automation solutions should use this research. It helps organizations selecting vendors to automate conversations with buyers and customers, qualify demand, nurture prospects, optimize internal GTM processes, and future-proof their approach to scaling real-time buyer enablement as AI agent capabilities evolve.

A: Native provision of all core conversation automation functions for B2B,Demonstrated track record for supporting large enterprise organizations,Standalone product availability with dedicated SKU and pricing structure,Minimum $10 million annual revenue from conversation automation solutions for B2B in last four quarters,Strong presence and mindshare among Forrester's enterprise B2B clients,Recognition as a competitor by other vendors in the market,Support for context-aware, multiturn conversations across synchronous and asynchronous channels,Capabilities for demand qualification, prospect nurturing, and human handoff automation,Integration capabilities with revenue development, sales, and customer success functions,Enterprise-level support infrastructure and implementation resources

A:

• Annual revenue from conversation automation solutions for B2B below $10 million in the last four quarters
• Solution only available as a bundled feature without standalone SKU or pricing
• Lack of broad, enterprise-level support or demonstrated track record with large enterprises
• Insufficient mindshare among Forrester's enterprise clients with limited mentions in client inquiries and engagements
• Not recognized as a competitor by other vendors in the conversation automation for B2B space
• Primary focus on B2C rather than B2B use cases
• Limited to customer service or support chatbots without revenue marketing and sales capabilities
• Unable to provide evaluation materials by the July 24, 2025 cutoff date
• Declined to participate in the full Forrester Wave evaluation process
• Does not natively provide core functions for conversation automation in B2B contexts

A:

• Buying behaviors will continue to evolve and marketers must keep up - B2B marketers must continuously improve buying interactions with audience expectations on the rise, more sophisticated genAI-powered buying tools readily available, and the influence of the buying network expanding
• Buying and selling will become increasingly agentified - Investment in AI agents is on the rise among customer-obsessed B2B organizations, requiring trusted partners to support agentic business transformation with extensibility and interoperability of specialized agents
• Coordination of conversational delivery mechanisms will become a top priority - Both synchronous and asynchronous conversational delivery mechanisms must be available to meet buyer preferences and enable continued conversations as deals progress
• Need for prepackaged conversation skills, flows, and prompts to help future-proof approach to scaling real-time buyer enablement
• Importance of trust and observability as purpose-built, goal-oriented, LLM-based agents with humanlike reasoning capabilities are introduced
• Capability to seamlessly orchestrate multichannel, multimodal, and multilingual interactions throughout the B2B customer lifecycle
• Advanced LLM capabilities, RAG features, and AI agent applications to expand conversation automation use cases
• Integration with core revenue technologies and CRM systems
• Support for complex B2B buying groups and lengthy purchasing processes
• Balance between automation and human-in-the-loop collaboration for optimal handoffs

A:

• Buying behaviors continuing to evolve with audience expectations on the rise and more sophisticated genAI-powered buying tools becoming readily available
• Influence of the buying network expanding as buyers seek information and validation on their own terms
• Advanced large language models (LLMs), retrieval-augmented generation (RAG) capabilities, and new AI agent applications rapidly expanding B2B conversation automation use cases
• Buying and selling becoming increasingly agentified with rising investment in AI agents among customer-obsessed B2B organizations
• Rapid and significant market change expected over the next three to five years in parallel with broader agentic business transformation
• Introduction of purpose-built, goal-oriented, LLM-based agents with humanlike reasoning and language skills requiring new requirements for trust and observability
• Coordination of conversational delivery mechanisms becoming a top priority with both synchronous and asynchronous mechanisms required
• Real-time translation and genAI feature development enabling seamless orchestration of multichannel, multimodal, and multilingual interactions
• B2B marketing decision-makers increasing investment in conversation automation solutions year over year in step with category innovation

A: Strength of Offering (vertical axis) measures the current capabilities of the vendor's solution, including features for automated conversations, personalization, delivery mechanisms, agent capabilities, workflow automation, and technical integrations. It evaluates what the solution can do today. Strength of Strategy (horizontal axis) measures the vendor's future direction and market approach, including their vision for the market, innovation capabilities, product roadmap, partner ecosystem, customer adoption, and pricing strategy. It evaluates where the vendor is heading and their ability to execute on that vision.