Sales lead generation has always been an inherently human activity but with the advent of artificial intelligence (AI) applications, companies are going to be rewiring their B2B lead generation tactics. Here are two key ways AI can assist marketers in capturing sales leads.
Big data is being captured in unprecedented ways and in massive volumes and can provide companies with deep insights about behavioural patterns of both existing and potential customers. AI can then use those insights to develop a unified customer view and deep understanding of each customer at an individual level previously not possible. AI can then learn to respond in a way that is targeted directly at the customer’s location, context and values, three essential understandings that can personalize marketing strategies.
Potential leads can be filtered based on whether they hit a threshold of time spent on a page or visit key pages that have been identified as qualifiers. It all adds up to more personal interactions and a heightened chance of eventually closing a deal.
Chatbots and 24/7 lead generation
Imagine an AI chatbot that feels both authentic and personal, reacting to queries with original content of a high EQ, while conversing naturally. Imagine that AI available 24/7, to respond, deliver messages and provide vital information to potential leads. That is what is referred to as “affective computing” which will allow an AI to interact in a way that feels truly, authentically human. For this to work, the AI must be able to convey empathy and detect emotion.
The AI chatbot is coming to a website or Facebook page near you, (probably yours if you don’t have one already), and once activated it will bring startling changes that will revolutionize your lead generation. Chatbots will be able to recognize what campaign brought the person to the website and can use that information to start a conversation about the most relevant topic, through targeted outreach based on users’ previous interactions with the brand. An AI chatbot will fire up a conversation with a potential customer, assist them with their inquiry, and deliver a lead to your sales team who would otherwise not have engaged with the company. This can help enormously at a time when visitors to websites are increasingly impatient with filling out online forms and wondering whether the information they get in return is worth the effort.
As the digital tools that companies use to measure the effectiveness of their digital campaigns proliferate, marketing executives will be under even more pressure to justify their investments than they already are. It could be that AI-fuelled chatbots, though traditionally relegated to customer service, are the ROI-proving answer that marketing managers have been waiting for. If they live up to their promise, they will be able to turn visitors into qualified leads, connect the dots between an ad campaign and a conversion, and give CMOs the much-needed answers they deserve.
But while AI technology is still in start-up phase and a few leaps away from being customer-ready, it’s important for companies to engage a lead generation company to get strategy and tactics on track, to prepare for the advances yet to come.
Find out how 360 Leads can help your business get AI-ready with an integrated lead generation campaign. Contact us today!