Our era in world history had us witnessing three industrial revolutions, which to enumerate in chronological order are Water Power, Electricity, and Computing. With the current digital age, we are also in the middle of the fourth industrial revolution: the emergence of artificial intelligence and big data.
Dubbed as Artificial Intelligence Revolution, it is set to bring about a considerable transformation and impact to the world, just as the three prior revolutions did when they were discovered during their time.
With Artificial Intelligence Revolution, machines are given the capability to “think” and “act” in ways that human beings do. This basically means that they have the ability to understand what is happening around them. Moreover, they can interpret and learn from the information that they are able to understand, make decisions based on these learnings and act on it accordingly without the intervention of humans at all.
What is critical to Artificial Intelligence Revolution is a machine’s ability to learn from data and act upon it mainly because of the vast amount of data that we have available at present. But then again, if you think about it, artificial intelligence is not a new concept as the creation of intelligent machines has been around for many years now. Many movies, both for adults and children, have shown “robots” to be acting like human beings. Did you ever see the American sitcom, “Small Wonder” shown around the 1980s with Vicky as the robot who acted as the daughter?
Now, why then is Artificial Intelligence so transformative?
More and more Data
Whether online or offline, so much of what we do involves data. And with our current digital age, we have access to more data than we ever did in the past. Consequently, artificial intelligence has grown faster, smarter with improved accuracy in a short duration of time.
This basically means that as intelligent machines gain more access to data, the faster their ability to learn and the more accurate they get in interpreting this information. A good example of this is Spotify. If you notice, the more songs you listen to at Spotify, the better it gets to recommending other songs that you might enjoy. This is because Spotify is able to gather data on your preference based on the type of music you mostly listen to.
Leaps in Computing Power
With digital advances such as cloud and distributed computing, we are now equipped with the capability to do storage, processing, and analysis on data on an unparalleled scale. Such steps are essential because, without them, data would be of no use.
Why does the Artificial Intelligence Revolution matter to your Business?
Whether you like it or not, all businesses from startups, middle enterprises to global corporations all over the world, are impacted by this revolution. A good example of this would be the field of agriculture. While it may seem like a traditional occupation, it is worthwhile to note that currently, technology is being employed for intelligent planning of the crops to be planted, including where and when this would be done, for maximization of harvests and efficient farming.
Data and artificial intelligence aid farmers in monitoring the health of crops as well as soil and weather conditions. Data from farm equipment aids in improving the performance of machines and their maintenance. Intelligent machines that have the capability to determine and pick soft ripe fruits, sort cucumbers and identify pests are also in the stages of development; thereby, ushering a new era in farming. If you are in the farm business and do not keep up with the evolution, you will surely be left behind especially if competitors are also doing their part in innovating themselves.
Such is the importance and impact of the Artificial Intelligence Revolution on your business. With the rapid evolution of industries, it is safe to say that innovation is now the new normal. And if you do not do your part in harnessing this to improve your business, you would not be able to compete effectively and would be at the losing end.
Optimizing B2B Buyer Intent Data with AI
It has been established that the majority of B2B buyers prefer to go for anonymous research rather than reaching out directly to sellers. Consequently, companies depending on lead-based marketing to generate demand are finding it hard to hit revenue targets. Because of this situation, a market for B2B intent data third-party agencies has exploded over the last five years.
How do these B2B intent data companies reach out to elusive buyers? They do so by tracking visitors of specific websites or associated content and tying these visitors back to companies. After which, they regularly send clients an updated list of companies that have exhibited an interest in the product or service they are offering.
Note, though, that this list still needs to be thoroughly sorted as there are many reasons a person from a particular company is researching a certain product, not necessarily with the intent to purchase. Moreover, there is every possibility that potential buyers are not included in the list because of failure to exhibit the behavioral intent data companies are tracking; thereby, resulting into:
- False Positives – leads wasted effort because time and money are spent on prospects who never had the intention of buying.
- False Negatives – This leads to missed opportunities because a connection was never established with prospects who had the intention and means of buying.
So how is this situation resolved? The use of additional AI tools gives intent data more accuracy and efficiency. If you will visualize the information being captured by intent data, it would look like a single, one-dimensional line, with the mission of examining a single signal which is the public interaction with particular topics over a fixed period of time. This would yield a list of companies that would most likely be interested in purchasing what you have to offer, whether a product or service.
Here, let us discuss its usefulness more thoroughly:
Creates a Clearer Path for Prospects
Intent data is akin to owning one piece of a puzzle in the midst of a thousand-piece puzzle. The marketing tools influence AI, while machine learning gives the whole picture. In other words, it is intent data that shows a dimension of corporate behavior, and AI Marcom solutions identify and classify hundreds or more.
The AI tool establishes “lookalike” profiles matching the seller’s ideal customer with metrics such as willingness to purchase, budget, size, and the like that are applicable to ABM strategies. If these AI-powered profiles are layer-graphed with intent data, the overlap resolves the problem of sorting through intent data to identify qualified prospects.
Multiplies the Number of Ideal Prospects
Aside from identifying the best prospects from intent data, AI targeting tools uncover companies that will not appear on data lists. Such companies are not shown because they are not exhibiting the internet-searching behaviors set on intent data lists; however, their profile and activities may make them potential customers.
So, in conclusion, intent data makes a good starting point in identifying behaviors that could indicate potential purchases of your products or services. Among many, it is that single signal that can aid marketers in identifying and targeting their ideal prospects.
AI-powered Marcom solutions work by helping sellers in expanding marketing efforts even beyond intent data with the resolution of two of its major setbacks:
- It serves as a filter, eliminating false positives; thereby avoiding wasted time and effort.
- It brings to light false negatives which are the businesses that fit your ideal customer profile but did not appear on the intent data list.
This results in a more accurate prospect list with profiles that are close to your ideal customers. Moreover, the information given helps in connecting better with these customers, thanks to tailored messaging.
Three Ways to Use Artificial Intelligence for Lead Generation
Artificial intelligence has been proven to be effective in extracting lead insights from gathered data employing learning and predictive analytics. While some of these tools employ gathered data to learn more about customers and potential prospects, it is also used in identifying new prospects or suggesting which leads are worth pursuing.
Currently, there are three ways of using AI lead generation and machine learning tools in generating, qualifying, and converting leads. Let us discuss each method more thoroughly:
AI for Scoring
So that there would be no time wasted on leads that just do not qualify, you can count on lead scoring to categorize your contacts. This process is employed for ranking the essence of individual leads based on their actions and how this goes within the sales funnel.
Many businesses employ a point-based system wherein different actions taken by a customer correspond to a certain value of points. For example, trying out a free trial has more points compared to signing up to receive newsletters from company A. The basis of priority among these leads is their number of accumulated points.
AI for Validation
What is lead validation, and why is this an essential part of the entire AI lead generation process? Mainly because it evaluates all incoming potential leads through filled-out forms and phone calls; thereby, categorizing them into sales leads and non-sales leads.
The former are the customers you are looking for – those who give correct details about themselves or send queries via form or call. The latter is what you want to avoid – these are solicitations, spam messages, and other pointless material.
So, to avoid wasting time in going through all this information, it would be wise to use AI in the validation process as this can do a quick analysis of the customers’ data (name, contact numbers) followed by a comparison to public databases. With the findings gathered, these leads are then sorted as either sales leads or non-sales leads.
AI for Nurturing
Conversion of customers takes time as they usually weigh things to consider if your offered product or service is a need or want and what they can benefit from it. Thus, nurturing is necessary for AI lead generation development because it places emphasis on building relationships with your prospects, the objective of which is still conversion, but this happens at their own time and pace.
Before the practice of marketers was sending email follow-ups and sharing personalized content but the challenge with these methods basically boiled down to the right timing: that is sending the right message to the right prospect at the right time.
Thanks to artificial intelligence, the chatbot came as the ideal solution. With this, there is another point of contact between marketers and leads. Moreover, it is user-friendly and easy to use; thus, it was not difficult for the not-so-techie customers to adapt to it.
Benefits of Using AI for B2B Lead Generation
The entry of artificial intelligence in the digital world has revolutionized a lot of life’s aspects including B2B businesses. With customer personalization, the expectation is for AI to have an impact on all products known to mankind, ranging from gadgets to baby essentials.
More than ever, the crucial role of artificial intelligence in marketing has been widely recognized; consequently redefining the B2B marketing process by enabling marketing personnel to have better means of engagement to prospects (thanks to chatbots) and promoting marketing campaigns (thanks to predictive analytics).
Let us enumerate five of AI B2B Lead Generation Benefits:
Enables you to source out quality leads.
For B2B marketing to succeed, you need to be able to address your clients’ needs. Sourcing for data customers is an effective way to get insights into these needs. To have access to this data, you can use AI tools that can indicate, not just the needs of your prospects, but their nature of spending as well.
AI’s data collection ability ranges from contact databases, websites to social media channels. From this, it is capable of identifying B2B targets for your marketing initiatives, as well as bridging the gap between your prospects and sales team. If integrated into your sales process, it can increase the quantity and improve the quality of your generated leads.
Simplifies your process of account selection.
Your sales personnel are most likely spending so much time in search of potential leads, which include creating lists, cold calling, and responding to emails. While these are all important tasks, it cannot be denied that it leaves little time for them to deal with an equally important but crucial task, which is to close leads.
But with the development of being able to embed AI in a CRM database, the entire process is simplified because tasks are now automated; thereby, allowing your sales team to concentrate more on the task of leads conversion.
Decreases labor force.
Because a lot of tasks can be handled by AI, it is indeed a replacement of an additional workforce which results in reducing overall costs. How? Because your HR team need not spend too much time in hiring and training too many staff to perform selected tasks that AI can now do.
Personalizes marketing campaigns.
Among the AI B2B lead generation benefits, this is particularly significant. As the word, “personalize” connotes, it involves your sales team enhancing customer experience by initiating personalized conversations with prospects. This interaction is beneficial to both parties because:
- Customers feel that there is really a live person interacting with them who is sincerely interested in listening to their queries, comments, feedback, and finding solutions to their concerns.
- Your marketing and sales personnel have a more effective means of understanding the preference and behavior of your prospects and can come up with better-personalized emails. It also aids brands in customizing products and services that are particularly tailored to specific target prospects’ interests and needs.
Enhances shopping experience.
With the emergence of AI, a customer’s interaction with a brand has evolved. Gone are the days of customers leafing through catalogs to look for the products they want. At this time of the digital era, they do their search using smart speakers and voice searches. This implies that e-commerce needs to employ AI devices for optimizing pages that would enable them to do efficient handling of voice searches.
AI’s role is to enable prospects to use automation speakers to make their purchases as well as keeping tabs on their needs and tastes for the curation of items that are tailored specifically for these.
Top Lead Generation Softwares
What is the top lead generation software in the digital market? Let us get the top five that has been hailed as among the most efficient in this time of digital era:
Dubbed as an all-in-one inbound marketing platform, its lead generation features include lead capture, lead segmentation, lead scoring, lead nurturing, and pipeline management. With its inbound marketing, the online presence of businesses is very strong, driving in website traffic and converting them into leads and potential customers. Strategies are likewise optimized based on results.
Among the lead generation software, LeadFuze is known as one that caters to smaller sales teams. Aimed to help in creating more top-of-funnel leads and boosting conversions, its top features include prospecting tools, campaign management, lead generation, lead capture, and lead distribution. It is also an effective aid when it comes to targeting and creating similar audiences.
This lead generation software serves as an effective platform for customer messaging and is very useful for sales and marketing teams. Through the progression of message products, it enables internet businesses to groom the lifecycle of their customers from the stage of engagement, support up until the time of purchase. Features include lead capture, lead scoring, lead nurturing, and visitor identification.
Out of the lead generation software, Novocall is among the few that offer a web callback solution that converts visitors to your website into promising leads. It analyzes your customers’ behavior, increasing your sales to a whopping 50-70% with features that allow an immediate callback to potential prospects.
If you want lead generation software specializing in finding phone numbers and emails, AeroLeads is your bet. With features that include contact discovery, contact import and export, visitor identification, and lead capture, this software can obtain business phone numbers and verified email addresses of the decision-makers in a company, along with job title and location.
Schedule a meeting with our sales team today and see how can help you get qualified sales leads: