How the world of demand generation is changing
AI is transforming the demand generation sector and marketers are keen to use the technology to enhance their campaigns. But it’s such a fast-moving industry, it’s crucial to stay up-to-date with new developments and options in this area.
As an agency we partner with a wide range of suppliers, thoroughly vetting them for data quality, process & innovation. In this article I summarise key areas where we leverage AI in demand generation campaigns and showcase the innovation that is available now.
Identifying Buying Intent
The IT buying journey is complex and non-linear. AI technology helps identifying buying intent by analysing behavioural data from different sources such as website visits, forum interactions, social media activity, and 1st party data from CRM systems and marketing automation platforms.
This creates a clear picture of a prospect’s buying stage and predictive personalisation via AI supports to most effective way in addressing individuals at this stage.
Event trigger analysis is another important area of AI technology use. It analyses industry event triggers such as recent recruitment activities, financial investments, or mergers and acquisitions. We’ve seen very innovative use of event trigger information when reaching out to potential customers, citing industry trigger events combined with persona information.
Predictive Personalisation
AI predicts content that will resonate most with specific audience segments . This can help making marketing messages highly personalised and relevant.
An example of industry trigger use: “I noticed that {company} is rapidly expanding – it’s a big leap forward. As an IT leader, this growth likely means scaling issues and data security concerns. Does this sound familiar? If so, company x can help”
Dynamic Content Delivery is another AI application, adjusting content shown to users in real-time based on their interactions and preferences.
We’ve seen predictive personalisation boosts engagement rates in demand generation campaigns and in nurturing efforts.
Lead Scoring
AI assigns scores to leads based on their likelihood to convert. This will help clients to understand which leads they should prioritise in the follow up.
Nurture and Sales Enablement
AI enhances lead nurturing by creating personalized sales sequencing templates based on previous interactions and industry triggers.
It recommends the most effective content and platform for sales follow-ups and can even generate sales call scripts.