Enriching Leads with AI in B2B Marketing

The life of an individual in today’s world is not the same as it was a decade or so ago. From work to leisure, information to entertainment, nutrition to fitness, every facet of life has gone through a technological advancement. Technology is emerging to adapt to our needs and we adapt to the changing technologies.

As the world is going through 4th industrial revolution, we are incorporating Artificial Intelligence (AI) and Machine learning in every sphere of our day-to-day work. AI is making our mundane work interesting and easier. From SIRI to WATSON, the AI is enabling us to solve problems efficiently.

AI can help make B2B marketing more innovative and efficient. Any business having a penchant for moving ahead would really like to put the best use of AI for the growth of their business and clientele alike.

Following closely the trends and the innovative start-ups, it has become a need of the hour to discuss how B2B marketers can use AI to enhance Lead generation. Marketers are surrounded by terabytes of information and putting all of it to best use is not humanly possible. The question is how well s/he is equipped to transform that data into leads, which in turn could be translated into new sales and revenue for the organisation.

AI can point out positive leads to sales that will satisfy marketing as well and making sure that the potential customers are targeted for the correct platforms. We don’t want companies to waste time and resources in identifying and pitching the wrong set of clients who do not share the same vision and mission or where the set of conditions/criteria are not met by the organization and thus expanding the duration of the sales cycle.

To align AI in the lead generation activities, a five-pronged approach should be followed:

1. Profiling of the Customers:

First of all, we need to identify our target audience i.e. the kind of clientele we would like to work with. This can be decided based on the past experience of companies and the data can be collated from both, the verticals marketing and sales. After necessary checks and balances and clean-up of the data (AI can’t come up with flawless solutions if any gaps remain on the set of information available). The second step is to create the algorithmic patterns.

2. Forming of predictive data:

Customer profiling data will look into those leads and compare them against all the possible permutations and combinations against marketing and financial data. The information can be drawn from various sources viz. websites, social-media et al. From this, AI can predict the possible future trends of clients, lead generation, and expenditure on campaigns which will attract their attention.

3. Analytics is the arsenal for campaigns:

AI can also help streamline the marketing campaigns as the data collected from various sources pointing to the direction of lead can be created which will increase the traction on the landing page of the organization/product and grabbing more eyeballs. The important point to understand is, the campaigns will not only help us generate more leads but also allow us to create a brand perception among clienteles. AI can predict which content will evoke the most engagement with a particular set of audience and which campaigns will drive most interest and help in closing the deals. This, in turn, will help the marketer to better understand the segments s/he should be targeting to reap the maximum benefits. With better campaign insights, the power of automation can be harnessed as AI offers tools which create fresh and unique content based on the target audience we are dealing with. AI tools are provided with the data through the stream of sources and using Natural Learning Processing tools to distill that data out of insights to better provide the intelligent content to our consumers.

4. Providing sales team with relevant and Actionable Insights:

Only a sales rep having a one-on-one conversation can close deals. AI allows marketing teams to provide colleagues in sales with valuable insights about prospects across the sales cycle. Marketers can inform sales colleagues about the best fit accounts for their ideal customer profile, provide context about organizational and industry dynamics, identify decision makers and key prospects, and share information about levels of engagement. This information can help sales reps target the right accounts, focus on messages that resonate and build hyper-personalized relationships.

5. Improved Lead Generation leading to Smart Decision Making:

All the above steps, if followed properly, can provide a major competitive edge to any organization that is planning to incorporate AI into their marketing plan. The smart decision making will save a lot of time of the marketer as well as the sales representatives which they can utilize to learn better things at work making them more impactful at task allotted.

The key to B2B lead generation is to give your probable clientele more ways to discover you, know you and have faith in you. Creating a value proposition by diversifying your touch points with intelligent strategic placement will give you the desired results through AI integration.