Today, information is extremely valuable with many businesses wanting to understand and target their key audience quickly, easily and effectively. The more an organization understands and delivers relevant content to their target audience, the better it will be able to generate interest in their products or services and ultimately, convert this interest into sales, customers or clients.

The key to successful lead generation is to engage with the right audience via the right channels at the right time with your messages and marketing materials.  This is no mean feat and often a huge challenge to gain the most leads for every lead generation campaign your organization undertakes,
so can Artificial Intelligence (AI) really help with this process successfully?

Using AI in Lead Generation Campaigns

All lead generation campaigns need a “why” which helps to specify which activities to use and which ones will be the most successful. Optimizing how you find, nurture and attract leads to a much higher quality of leads, often for a similar amount of budget spent. Although AI was intended to quickly sift through big data, it can also mine smaller data sets precisely and quickly.

Many organizations can learn a huge amount from AI into their customers behavior, which in turn can help with finding the right leads leads to pursue that are more likely to end in a sale.  Ironically, AI can often be better and quicker at processing this data than a person.

Lead generation campaigns that are driven by AI often use machine learning to find and analyze vast amounts of information quickly and effectively. Not only does this increase the volume of data processing, it can also massively increase reach.

AI’s enormous potential for mining indefinite relationships in data allows it to continually develop its powerful predictive analytics capabilities and offer big advantage in lead generation. As AI processes data and outcomes, it continually learns to make predictions about which leads will be the best ones to work on to result in a sale.

Therefore, an AI system has the great ability to always train itself to understand sales tactics, targets and its understanding of your customers to recommend specific products to your customers that are more likely to convert. By comparing lead databases with marketing and financial data, AI systems are also useful for predicting future trends for potential budget spend and calculating the ROI of a lead generation campaign.

The Rise of AI in Lead Generation Campaigns

80% of marketing professionals believe that AI in some form will completely change the way marketing is conducted by 2020, but the move to AI predictive marketing has already begun. Facebook is streets ahead of predictive marketing by allowing their advertisers to drill down to extremely detailed specifics to engage with their target audiences, and traditional marketing methods are being left behind in favor of digital ones. AI now fits into this in a myriad of ways including chatbots and CRM’s that include AI driven automation tools. It seems AI is becoming the future in marketing and lead generation.

Conclusion

With organizations turning to AI to enhance their lead generation processes, this new and emerging technology is can offer many advantages to help generate more targeted campaigns that better engage with an organization’s audience and most importantly, convert this audience into customers. While AI in lead generation cannot provide insights into personal relationships, client preferences or insider knowledge, it can tweak and optimize lead generation campaigns to help deliver the right leads for your products and services.

What do you think of the use of AI in lead generation campaigns? Do you think that we will see more of the Facebook model where organizations will be able to deliver key marketing messages to their target audiences in more granular detail with AI than without it? Join the debate in our LinkedIn Groups.