Marketing is about reaching people. But far too often, marketers spend their time performing repetitive, robotic tasks that could be better handled by software.
Here are three ways modern marketers are using artificial intelligence (AI) tools to create more effective lead generation strategies and get them back to what they do best: Connecting with people.
Artificial intelligence makes marketers more efficient by shortening the time it takes to move from research to outreach. AI tools can be trained to spot patterns and draw conclusions that might otherwise need a human expert to spotlight.
When your sales team wins a deal, the next logical move is to go after similar accounts. But replicating that ideal customer and tracking down best-fit, lookalike prospects can be a slog. AI software can dramatically speed up this process by analyzing closed-won (and closed-lost) opportunities and generating a profile that can be matched against your contact database for strong lookalikes.
For example, say your sales team just closed on a medium-sized business in the SaaS industry that has 50+ salespeople, uses Salesforce, and is located on the East Coast. AI can take these attributes (and others) to create a target list of lookalike accounts.
This process works for buying committee members, too. If most of your customer buying committees consist of marketing directors at enterprise-sized companies who use Marketo, AI can identify that trend and provide you with a dynamic list of prospects who fit the criteria of an ideal buyer.
Automated demographic, firmographic, and technographic data all play a part in drawing your absolute best-fit accounts — which means you can spend time crafting a compelling message instead of conducting research.
The answer is buying signals. With a modern, AI-driven marketing platform, marketers can be alerted when a target account has significant changes that might inform, alter, or elevate their ABM approach:
There are dozens of different types of buying signals that can inspire personalization.
This type of insight gives you a competitive advantage by helping you customize your message to speak directly to the circumstances that make them a good fit right now.
You know which accounts you’d like to target. You have the campaigns that will resonate with their buying committee. But timing is everything — are they ready to hear your value proposition right now?
Intent data answers that question. By using AI-driven systems that can match corporate IP addresses and user profiles to web data, marketers can be aware when a prospect is actively in the market.
How does it work? Say a prospect account visits your website and downloads your marketing content on a pretty predictable but relatively rare basis. As the second quarter is coming to a close, that company is suddenly filling out lots of forms and engaging with your how-to videos. An AI-powered intent data system connects those dots — and elevates the significance.
On top of that, it connects the dots outside of your website. Say your company sells project management software. Intent data can track which companies are searching for terms like “project management vendors” or “project management software free trial” and consuming content on external websites — including your competitors.
If a current customer is searching these terms, it could be an indication of future churn and you can get ahead of the problem. If it’s an ideal prospect, it indicates a level of interest in making a purchase and enables you to target them with relevant content.
There are hundreds of AI vendors, each with unique tools and technology to help make your marketing efforts easier, faster, and more successful. Here are a few we’d recommend:
As your company grows, manually managing email replies becomes daunting — at a certain point you need AI to scale your business. LeadGnome automates email reply management, which helps increase open and deliverability rates so you can engage customers faster.
Marketing is part art and part science. Using AI to eliminate the drudgery and cut down on the guesswork gives marketers the ability to bring their A-game to every campaign.
With AI-driven marketing tools, your next campaign can use the science of cutting-edge technology, while your reps tackle the part that only a seasoned marketer can supply: the art of connecting with people.