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Integrating artificial intelligence (AI), machine learning and automation into your lead generation strategy can significantly streamline processes, improve efficiency and enhance your marketing performance.
In fact, businesses that nurture leads through marketing automation have seen a 451% increase in qualified leads. On top of that, these solutions can also increase conversion rates by over 77% when used effectively.
And, while AI lead generation tools may not be ready to run entire campaigns themselves just yet, they are able to take on a lot of the heavy lifting.
So, if you haven't already, here’s why you need to consider implementing these tools and tactics in your marketing strategy.
1. Improving your lead scoring
Following up and trying to convert every lead just isn't feasible. That's why lead scoring is the ideal way to identify where your prospects are in the buying process, make data-driven decisions and follow up with the right message.
By implementing AI solutions in behaviour and data analysis, you can prioritise leads based on their likelihood to convert. This ensures that you focus your efforts on the most promising prospects.
AI algorithms can also learn from previous experiences in order to refine scoring models in the future, allowing them to be more precise.
What's more, as many of these tools offer seamless integration with CRM systems, the process of prioritising and managing leads can be streamlined. This integration can not only automate routine tasks in your workflow but also provide valuable insights into lead behaviour, allowing you to focus your time on high-value tasks and prospects.
Bringing AI and automation into lead generation isn’t just about working smarter but about focusing on the leads that matter most which ultimately leads to higher conversions. Deliver the prospects genuine value.
- Will Smibert, CEO
2. Creating high-quality marketing content
It's been predicted that AI will generate around 30% of outgoing marketing messages within large organisations by 2025.
As well as helping to generate original, high-quality content and personalised messaging, these tools can also help with repurposing existing content. Some examples of these functions include:
Content recommendation engines
These tools can deliver personalised content to leads based on their interests, preferences and past interactions. This can enhance engagement and increase the chances of the lead converting.
A/B testing
Using AI, you can gather and evaluate insights about the performance of different campaigns and versions of your content. This will allow you to pinpoint the most effective messaging, CTAs and design elements to determine what your target audience prefers and what content is most likely to convert.
Repurposing older content through text generation
All content has a shelf life, either being displaced by newer content or becoming saturated and overused.
AI text-generation tools make it possible to easily repurpose blogs or break down an ebook or report into a series of articles. This provides you with new ways to attract and engage with prospects, and saves you the time and money of having to produce more new content.
3. Automating your email marketing campaigns
Through AI-powered email marketing platforms, you can automate your email outreach and follow-up strategies, sending customised campaigns that provide recipients with relevant and genuinely engaging content.
In doing so, you can create compelling opt-in offers, such as free downloads or educational content. You can also request that recipients take a desired action, whether that’s reading your content, responding to your email, making a phone call or downloading free resources.
Recommended reading: How to reduce your bounce rate for better email delivery
Of course, it’s not just about automating how you send these emails out. AI tools can also use analytics to understand the behaviour of the recipient, allowing for the optimisation of send times, subject lines and content. This means you can improve engagement and conversion rates in the future.
4. Utilising social media marketing
There are over 5 billion users on social media as of 2024, so it’s easy to see why so many marketers rely on platforms like LinkedIn for lead generation. In fact, over two-thirds (68%) of marketers say social media marketing helps them generate more leads.
But with so many platforms and users out there, tracking social media activity can be a daunting prospect, especially when it comes to measuring lead conversion rates and other key metrics.
However, AI-driven tools make it possible to track social media activity and demographics to recognise potential customers and target them with engaging campaigns and adverts.
You can also use these tools to track the latest trends, allowing you to produce relevant content that's more likely to convert prospects into sales.
Another way you can utilise social media marketing in lead generation is by identifying influencers within your industry and reaching out to collaborate on campaigns. This is something that 89% of marketers believe has a better ROI than many other marketing channels.
5. Optimising your landing pages
If your landing pages aren't user-friendly or fail to showcase the value of your goods or services, they're less likely to drive conversions or sales.
From landing pages that adapt to AI-backed social insights, these tools are changing the game in giving us a way to reach, resonate with, and be more targeted with each potential prospect in our lead generation campaigns. Ultimately leading to higher conversions.
- Will Smibert, CEO
For this reason, you need to create targeted and optimised landing pages that produce high-quality leads.
Using AI tools, you can create dynamic landing pages that adapt in real-time based on visitor demographics, behaviour and preferences. This offers a more personalised approach and can significantly improve conversion rates.
Not only that, but the right AI tools can evaluate key elements like headlines, images or CTAs to ensure these are having the maximum impact.
All of this can increase efficiency, effectiveness and scalability, while offering the best possible user experience and increasing lead conversion rates.
Recommended reading: How to calculate your lead conversion rate (+ our easy to use calculators)
6. Introducing live chats and virtual assistants
Chatbots, virtual assistants and conversational AI aren't just tools for customer service. These technologies can share relevant marketing content with potential customers, directing them to relevant resources or sales representatives and aiding your lead generation efforts.
Chatbots can also add to the personalisation of your website's user experience and encourage prospects to engage with other marketing materials, increasing the chance of securing leads or even sales.
Interestingly, over a quarter (26%) of B2B marketers say their lead generation increased by as much as 20% when they deployed a chatbot on their company website.
Don't miss out on the potential of AI and automation
As you can see, implementing AI and automation tools can have a positive impact on both your lead generation and your marketing strategy as a whole.
These advanced technologies can streamline various processes, improve lead scoring, help generate content and allow you to optimise your landing pages.
They can also handle mundane and repetitive tasks, freeing up time for innovation. All of this supports your lead generation strategy and increases lead conversion rates.
