How AI and ML can change conventional methods of lead generation?

19 July 2018 / By TE Author

Businesses are rapidly adopting technology changes and automation is becoming the core part of the industry. The year 2017 has a great witness to AI and business coming closer to deliver smart results. Edging closer to human intelligence, the landscape of AI is challenging the conventional methods of lead generation.

Thinking how AI (Artificial Intelligence) and ML (Machine Learning), separately as well as together, can replace the current lead generation methods or replace them?

Let us brief you on this.

  • Driving insight out of data
  • Around 70% of the shoppers have moved to online channels rather than in-store purchases. The customer today likes to take an informed decision and indulges in a lot of searches online to identify what should he purchase. The data that is generated from these searches and queries proves very useful for enterprises in planning the next move. These real-time statistics about customer behavior need to be understood so that the enterprises can take decisions that are in complete synchronization with the customer requirements. AI-driven CRM and other software augment the humans to dive deep into the data and make a predictive analysis based on it that directs the leads to the business.

  • Monitoring the campaigns
  • With digital marketing being more highly prevalent, it is important to understand how your audience is behaving towards the campaign. Artificial intelligence-driven campaigns offer real-time indications to the campaign developer as to what and when needs to be changed in the campaign to make it more ROI driven. Based on deep neural networks and predictive analysis capability, AI programs learn about customer behavior and use it to create actionable insights.

  • AI for communication recommendations engines
  • Chatbots powered by Artificial intelligence and machine learning is a classic example of enterprises depending upon AI to generate more leads. Today the chatbots are not merely a program that can answer a fixed set of questions. With capabilities like natural language processing and deep learning, chatbots understand the intent of the customer and in real-time offer human-like suggestions to promote the sales. Right from prediction to personalization, the chatbots are capable of decision making and understand the buying patterns.

  • Recommendation engines
  • AI-driven recommendation engines are a classic example of how an algorithm understands the behavior of the customer and offer highly personalized suggestions for him to buy the products. It ensures the customers feel empowered and understood. Facilitating the option of making smart choices without having spent too much time searching the catalogs, recommendation engines are transforming the revenues and leads.

  • Real-time data analysis
  • While it may sound a little scary to the consumers but while they are browsing the social media or search engines or an e-commerce store, the data is being fed to a machine learning algorithm that based on your behavior offers your discounts that change on a real-time basis.

  • Intelligent content
  • The visual and textual content has always been used as a potential lead generating a channel for enterprises. It is time that the enterprises move to Intelligent content that is basically creating a funnel to generate the leads. To make the content more relatable as per customer behavior, various machine learning algorithms are being used to proofread the content and advice changes.

  • Customized messaging
  • If you have a list of emails or phone numbers ready for your next marketing campaign, nothing is better than that except for you sending customized messages to all of your contact lists. How many humans are you planning to employ for this classic lead generation mechanism? Well, let the AI do the task for you.

AI and ML, when used together:

machine learning algorithm

A machine learning algorithm derives data from your previous conversation with the customer and accordingly customizes the emails and messages. Then, you can implement the AI to perform actions according to the data, which is gathered. It is for sure going to give your sales a significant boost with a high level of customization.

A lot has been happening on the AI front as businesses now understand the importance of data and actionable insights that can be easily drawn out of it by using machine learning. Artificial intelligence opens up doors for a big opportunity where data can lead to the right sales channels. No campaigns will be driven randomly; they will be powered by an insight into the customer requirements. Digital marketing is making a smart turn by adopting cognitive solutions

The lead generation is bound to grow with the wide adaption of AI-powered tools as they are driven by the data of how a customer envisions a campaign, a product or what he is looking for.

Lead generation is no longer a mere marketing email that may or may not convert into a potential client. With the augmentation of AI, it has reached a smart and more personalized level that is closer to human interaction more than ever.

As a marketer, you can never find a better platform than artificial intelligence and machine learning to connect with the customers. It is out there to enhance customer interaction and make it work in the marketer’s favor. Agree?