Back in March, we talked about how our AI sales assistants help our clients in the education industry improve their lead engagement and qualification.
Another industry that we work closely with is the B2B tech industry. Some of our clients in this space include Unit4, Stratus Technologies, and ON24.
In this post, we talk about how our B2B tech clients use AI to overcome the sales-marketing gap and achieve more qualified sales meetings.
Key marketing challenges in the B2B tech industry
B2B tech marketers have been innovative in the ways they attract leads. Over the years, we’ve seen an explosion of white papers, events, webinars, free trials, ROI calculators, research reports, etc. in the B2B tech scene.
Yet, a perennial problem remains largely unsolved. Most of marketing’s hard-won leads don’t get enough follow ups from the sales team. This is not entirely sales’ fault. Sales often has no time to sift through thousands of leads and identify the genuine potential buyers. As a result, many leads end up forgotten and untouched. Marketing is left frustrated about spending tens of thousands on campaigns, but with little tangible business results to show.
To resolve this, some marketers use marketing automation or lead scoring to qualify leads. But these tools do not identify different types of buying intent well (not interested, speak again next quarter, interested, etc.). So, potential sales opportunities still fall through the cracks due to misjudgement.
Using AI to solve marketing challenges across the B2B tech industry
For many of our marketing clients, the biggest value they get from using our AI sales assistants is this:
Greater impact on pipeline created.
Our AI sales assistants ensure that no hard-won marketing lead ever disappears into a black hole, untouched and forgotten. How? By initiating email conversations with the leads in our clients’ CRM.
Based on the lead’s replies, our AI sales assistants can determine the lead’s buying intent and respond accordingly. When a lead is ready for a sales conversation, our AI sales assistants route them to a (human) sales person.
Here are some of the ways our clients in the B2B tech space have used their AI sales assistants to increase their marketing ROI:
Ensure seamless post-event follow ups
Stratus Technologies gets a lot of leads from events marketing. But many of these leads are very early in their buyers’ journeys and not ready to have a sales conversation so soon. As a result, the event leads that marketing passes on to sales often go untouched and forgotten.
So, they got their AI sales assistant to touch base with their “stale” event leads over email. In her emails, the AI sales assistant shared more about Stratus Technologies’ offerings and asked to schedule an introductory call. Thanks to her follow ups, Stratus Technologies managed to revive many sales opportunities from their forgotten leads. In about a year since activating their AI sales assistant, Stratus Technologies’ marketing team delivered 141 qualified leads to their sales colleagues.
Today, Stratus Technologies’ AI sales assistant continues to support the marketing team’s post event outreach. Every event attendee who leaves a name card receives an email from the AI sales assistant with a request to stay in touch. Something like this:
Turn free trial users into paid users
Many Software as a Service (SaaS) businesses use free trials to attract leads. But not everyone who signs up for free trials become paying customers. Many of the leads remain undecided or give no indication of their interest to continue. Unfortunately, businesses often do not follow up with their leads on their trial experiences. As a result, these leads turn cold and end up forgotten in CRMs.
Here’s where our AI sales assistants can help. They can reconnect with these “stale” leads, as shown in this sample email:
One of our SaaS clients, a listed company based in the USA, got its AI sales assistant to follow up with everyone who downloaded free trials. She checks in on their trial experiences and asks if they are interested in learning more about the product. When a lead is ready to upgrade to a paid version, she routes them to the sales team to follow up.
Leverage on content offers to get more qualified sales meetings
Content marketing is great for attracting leads. Especially when you have a great content offer like a well-researched report.
But not every lead who downloads a content offer is a potential customer. Some just want the free content offer for their own research purposes. Others are tire-kickers who’d never buy. Unfortunately, many B2B tech companies don’t have an effective way of qualifying their leads and identifying the genuine potential buyers.
Lead qualification is where our AI sales assistants shine. They can follow up with anyone who downloads a content offer and ask if they’d like to learn more about the business. Here’s how a post-download follow up email might look like:
One of our B2B tech clients, Unit4, uses their AI sales assistant to support content offers in a slightly different way. She reaches out to leads with success stories that are relevant to their industries. In her emails, she also offers to arrange knowledge sharing sessions on how Unit4 can help them achieve similar results. When a lead expresses interest in learning more, she links them up with a (human) Unit4 sales person.
Using AI sales assistants to close the sales-marketing gap
Today, marketers in many organizations face greater pressure to demonstrate impact on revenue growth. It’s no longer enough to generate a lot of leads. No, marketing needs to show how many of these leads eventually became sales opportunities or customers. Those are the metrics C-suite cares about.
But it’s hard for marketers to do this when they have little control over sales outcomes. How does marketing ensure that all their leads get enough follow ups, until they are ready for a sales conversation?
This is where our AI sales assistants can help. They will engage and qualify your leads at scale, identify the genuine potential buyers, and route these hand-raisers to sales. So, don’t let your hard-won leads sit cold and forgotten in your CRMs! Request a demo today and see how our AI sales assistants can turn more of your leads into sales opportunities.