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AI for B2B Lead Generation: 3 Ways to Start

Posted March 4, 2021

AI for B2B Lead Generation: 3 Ways to Start

Posted March 4, 2021

AI for lead generation was unheard of not that long ago. Now we’re building events around the topic, like the Anteriad Spring Summit: “Accelerating Revenue with Artificial Intelligence.” After you’ve finished this article, be sure to register for this virtual event. 

B2B marketers constantly juggle lots of balls and face new challenges, and surely near the top of the list is lead generation. According to a recent survey, 61% of B2B marketers say lead generation is a persistent pain point. Because of the constant pressure of competition and the abundance of data, they find it difficult to track, reach and engage with potential customers. 

Thanks to the rapid evolution of technology, we have Artificial Intelligence (AI) – a new weapon in the B2B lead generation armory. Combined with machine learning (ML), it helps you track troves of data more efficiently and effectively. Moreover, it gives you valuable insights to make the right decisions, personalize B2B marketing campaigns, and drive more sales and revenue.

Three AI-Driven Lead Generation Strategies You Should Know

In this article, we look at how you can employ the benefits of AI to scale up the B2B lead generation process and accelerate desired revenue results.

1.      Gain Better Insights to Capture Leads

As a B2B marketer, accessing and analyzing a plethora of buyer data to gain qualified and informed leads may be your biggest peeve. It consumes huge amounts of time, effort and energy. An AI-based lead generation solution is a game-changer in this scenario. 

  • It works with large volumes of buyer data and extracts actionable intelligence and insights. 
  • It identifies patterns in customer preferences, interests, passions and demographics. 
  • It works with data from various sources like CRM, marketing automation platforms and social media.
  • By using real-time information, it helps you create accurate customer profiles. 

AI-powered platforms can work with your preferred martech and CRM to attract prospects and recommend the type of communication relevant to close deals.

In short, AI-driven resources help you create and use the right data set for the most accurate and actionable insights. 

2.      Lead Scoring and Qualification

Imagine you have the most extensive set of leads in the B2B industry, but you don’t know how to prioritize them. All the valuable information and intelligence remains unlocked. Lead scoring plays a crucial role in this situation. You can achieve accurate lead scoring and prioritizing by following these five steps: 

  • Lead analysis
  • Lead qualification 
  • Behavioral analysis 
  • More AI, less manual action 
  • Capture data for better calculation

Integrated with AI and machine learning, lead scoring allows you to rank leads and prioritize customers based on:

  • Past performance 
  • Demographics
  • Psychographics
  • Other significant aspects like channel, type of customer, buying journey and wallet share

In conclusion, the AI-based lead scoring method helps to eliminate guesswork from the lead generation process and helps target the right customer at the right time for better conversion rates.

3.      Lead Nurturing

No matter how many quality leads you capture and rank, you must nurture them. Without proper understanding of how your brand, products and services solve their problems, prospects will not sustain interest. Lead nurturing is vital in this situation. It helps you to:

  • Convince your prospects 
  • Build quality relationships with them 
  • Convert them into long-term customers and advocates

AI offers an innovative solution for lead nurturing: the chatbot. It asks qualifying questions to prospects based on their requirements and educates them about your products, services and businesses. Ultimately, it helps you continue the lead nurturing process, convert prospects into customers and close the deal.

Ready to Embrace AI for Lead Generation?

Now you have the strategy and understanding of how AI can transform and automate the B2B lead generation process for higher revenue and productivity. We can help you with more information about AI adoption and implementation, too, in our Summit “Accelerating Revenue with Artificial Intelligence” on April 14. Register for the event to learn how to bring the power of AI into your business. 

And meanwhile, here’s another article you might like: 5 Ways AI Serves Programmatic and Online Marketing.