Messaging applications are a common appliance on smartphones today. Facebook Messenger, What’s App and Slack all play an important role in both personal and professional lives.

In fact, a 2017 eMarketer study found that more than three-quarters (76.3%) of the world’s smartphone users use a mobile messaging app. Now, this trend is expanding into the business world as B2B gravitate to quick, authentic engagement mediums as they research new solutions.

“We now see eight billion messages being exchanged between people and businesses every month,” said Stefanos Loukakos, Director, Head of Messenger Business for Facebook, in discussing the expanded use of the Facebook Messenger app during Facebook’s annual F8 Developer Conference held in early May. “That is 4X the amount of engagement we reported just a year ago.

2018 is going to be the year of scale for Messenger because developers are building experiences that help businesses drive real business outcomes … It has never been easier to create a presence and build an experience on a messaging platform.” For the B2B ecosystem, messaging apps are just beginning to flourish as a unique way to connect with customers and prospects. As more Millennials take on leadership and key stakeholder roles, B2B organizations are looking for new ways to engage customers or prospects that align with their day-to-day communication preferences.

For many, short-form, quick-hitting conversations on a messaging platform — or being a part of an advocate community where they can socialize with peers through casual messages — can become extremely valuable and even preferred compared to email. “We used to rely heavily on email; that was how we used to talk to our customers,” said Alexandra Shapiro, CMO for Intercom, a customer messaging platform, in an interview with Demand Gen Report. Read more from…

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