written by Maurizio Crisanti
Lead generation is a valuable activity for companies. Leads are contacts of users who have already shown interest in certain products or services, therefore they may become potential customers. Leads are strictly necessary for those marketing campaigns which are arranged by considering customers and their needs.
Lead Generation campaigns have always been carried out by means of tools such as Landing Page, Call To Action, PPC ads and filling out forms. In recent years, these methodologies have been integrated by new technologies, which allow to acquire leads through Marketing Automation tools based on Artificial Intelligence algorithms.
AI at the service of the Lead Generation
Tools driven by Artificial Intelligence and Self-Learning are already around us: from chatbots to personal assistants like Siri and Alexa, AI technology is increasingly widespread and present in our daily life. Many of these tools are proving to be really useful for generating leads.
Here are the best performing tools to collect contacts:
1. Generating leads through chatbots
Customer support is often entrusted to AI-driven chatbots, which allow you to automatically answer the most frequently asked questions, 24 hours a day, drastically reducing response times and the overall cost of engaging each lead. All of us have often been waiting for tens of minutes for a customer service response from a telephone operator. In those minutes we reflect on the inadequacy of the service and the poor customer experience offered by the supplier, who thus risks losing the customer’s appreciation and consideration.
A chatbot allows you to give customer support 7 days a week, drastically reducing the time needed to get in touch. The chatbots are programmed to converse with multiple customers at the same time and to handle up to 80% of user requests, interpreting and answering their questions while collecting valuable data and leads.
In the marketing field, chatbot conversation analysis can help personalize content on the website and increase customer engagement, thus leading to a higher conversion rate. Some virtual assistants also use predictive models to evaluate the type of offers or content that might interest a user: as a result, chatbots can anticipate the needs of potential customers and offer them what they are looking for even before they request it, directing them efficiently along the sales funnel.
2. Offering customized experiences thanks to Machine Learning (ML)
Self-learning technology allows AI tools to improve the user experience by learning from the history of processes and actions which have already been carried out. Machine Learning allows you to automate processes such as lead generation and personalize ads, by targeting contacts, classifying them and aggregating them into groups of Target Personas, created on the basis of the data collected about each user.
3. Engaging leads thanks to AI
AI-based technology helps classify, manage and engage leads. The most advanced platforms are also able to generate leads based on preferences and data already acquired. For example, Artificial Intelligence can quickly sift through large volumes of user data, such as transactional data, collected from various sources to identify ideal customers. Accurate lead segmentation is essential to the success of any marketing campaign. This automated activity refers to the distribution of the public into groups, based on individual behaviors, interactions, demographic and social data. The aim is to target personalized business proposals to groups with similar needs or interests.
4. Automated Email Campaigns and Lead Nurturing
The systems based on artificial intelligence can be used to enhance relationships with leads, by setting up automated email marketing campaigns, driven by customers’ data and behavior. This technology makes use of order history, data on the user’s interest and browsing behavior and allows you to create and send automatic emails when predetermined activation events occur, as in the case of registering a user for a subscription, abandoning the basket or unsubscribing from the newsletter.
The leads generated in this way must be classified, in order to extract their value. There are platforms able to manage the contacts of customers and those who have shown interest in the company without making conversions. DataLit is a powerful tool, which extracts data in a granular way and generates audiences to which customized offers can be proposed, just like the large worldwide-known e-commerce sites do, guaranteeing valuable results.
DataLit is able to process reports based on predictive analysis, in order to plan effective digital marketing campaigns and support the lead generation process. Through hyper-targeting it is possible to reach unconventional types of customers through targeted marketing campaigns, maximizing profits. Finally, DataLit works on First-Party Data, internal company data, without relying too much on cookies to collect third-party data. These are indeed destined to disappear due to the E-privacy regulations that are being adopted by search engines.