As marketers, we know the power content can have on lead generation. It’s why we spend so much time and money on our content strategy. But the reality is consumer behavior is different today and forcing them to give personal information in exchange for an ebook isn’t effective (and pushes them towards competitor content). In this presentation, Drift's Alexandra Orfao shared how to use the conversational framework to engage, understand, and recommend the right resources at the right time and convert more leads and meetings from your content.