AI at the service of marketing in new SaaS tools
Intelligent personal assistants, medical assistance, machine translation, cybersecurity... The use of Artificial Intelligence is constantly increasing.
As it develops gradually in every sector for a few years, it is now giving a new lease of life to SaaS tools.
Indeed, it integrates more and more into different software. For example, the French start-up Shift Technology offers a set of SaaS tools based on artificial intelligence at the heart of insurance. It allows them to track and report fraud automatically. Founded in 2014, this company now worth 1 billion dollars has been able to sign with customers in more than 20 countries!
The usefulness of AI is now being felt for marketing and nurturing. Did you know that it is now possible thanks to its help to automate lead management?
Plezi and his smart campaign
Plezi is a complete French CRM whose principle is to implement relevant and personalized recommendations by exploiting the data left by prospects as soon as they enter the site. A major competitor to HubSpot, it is a complete CRM from a marketing functionality point of view, including e-mailing, content management, automated newsletter or social network management.
Plezi has the particularity of using AI within its smart campaigns, which allows you to suggest different types of content to offer leads, for example by making suggestions of the ideal moment to revive the lead. It records thanks to the “tracking” feature (i.e. “automated tracking”) all the interactions of prospects with the content (opening of emails, consumed content, pages visited, information given via forms etc). This campaign also analyzes the history of the content consumed, thus allowing a real follow-up. All this allows the consolidation of prospect profiles over visits and interactions.
The smart campaign manages to determine the interests, maturity and intentions of prospects according to the content read by the visitor. It is thanks to this information that it determines the content most suitable for their profiles.
The other advantage of this smart campaign is that it has a dedicated dashboard.
Thus, it is possible to optimize your nurturing strategy based on the numbers of the dashboard. So you have better visibility of your business and can identify the areas for improving your strategy.
In short, this campaign thinks of your place! It remembers the information about your leads and gives you recommendations. What more can you ask for?
Sales Intelligence, the intelligent Nomination tool
Nomination on the other hand offers its own intelligent tool for B2B prospecting. Thanks to its algorithm, Sales Intelligence makes it possible to identify the best ways to get in touch with your leads.
This is first of all reflected in an identification of companies and a filtering of the organization charts in order to establish a hierarchy of the target profiles to contact.
To get in touch quickly with the prospects thus identified, Sales Intelligence offers templates such as a library of prospecting messages to be sent automatically by email. In addition, a tracker warns you when a recipient has opened the email or clicked on a link, thus allowing a real follow-up of these actions. Sales Intelligence then helps you revive your prospects at the right time to maximize your chances of bouncing back positively.
The recommendation represents the best prospecting lever for 87% of salespeople. In order to facilitate contact, Nomination integrates a social selling function into its tool, highlighting the common experiences between profiles and users of Sales Intelligence (passage in the same company, in the same school or even cross-linked networks) to ensure a better contact.
Appointment therefore makes available the many information on decision-makers and companies, thus facilitating the approach of prospects. Since small calling is 14 times more effective than cold calling*, it is a real lead conversion accelerator that is offered to us through Sales Intelligence.
In conclusion, Artificial Intelligence in the service of marketing is a major asset, especially with regard to nurturing. Thanks to lead automation, AI saves a lot of time and energy for businesses. By getting to know the leads and recording the information on them, it allows a better knowledge of the customer, which gives the opportunity to make recommendations. No need to think: AI does it for you!
What do you think of the use of Artificial Intelligence in SaaS tools?
*Data from the white paper Appointment “Prospecting effectively in 2018: the new practices of super sellers”.
the most common questions
AI is increasingly integrated into SaaS software to automate tasks, analyze data, and customize actions. In marketing, it helps manage and qualify leads automatically.
AI allows you to automate lead management, recommend the right content at the right time, and track lead interactions. It improves nurturing by customizing exchanges.
Tools like Plezi (Smart Campaigns) or Nomination (Sales Intelligence) leverage AI to suggest content, identify the best moments of contact, and facilitate B2B prospecting.
You have to choose AI-enabled tools that are tailored to your needs and connect them to your CRM and processes. Turnk supports companies to integrate AI into their marketing tools.
