What comes next in marketing and tech? Tech leaders at HubSpot’s User Conference discussed the trends that are driving their business decisions. There’s a lot to learn and think about.

Griffin LeFleur, a senior marketing operations manager at Swing Education told a packed session that his conversational marketing channel of choice is live chat. Customers want that person-to-person connection, and his company plans to give it to them. They will start by creating personas and developing different content for each one.

LeFleur also said that Social Media Optimization is becoming just as important as SEO so content optimization should be a major focus for business leaders in 2023.