How Conversational AI Enhances the Buyer Experience

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The Individual Buyer

In B2B, a buyer is nearly always a group of people working together rather than an individual acting alone. Forrester’s 2021 B2B Buying Study revealed that over 60 percent of purchases have more than four people involved–versus just 47 percent in 2017–and they can include different buyer roles and departments.

These findings helped in enabling companies to connect individuals to their buying groups, associate them to specific opportunities and then track the progression of opportunities through the revenue generation process. It shows a tighter alignment between marketing and sales.

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The Sales And Marketing Conflict

One of the greatest sources of disagreement between marketing and sales is defining an appropriate lead, whether it’s qualified, and when it can advance through the B2B channels. These disagreements often stem from an inability to qualify leads through personalized engagement. There’s no better way to determine if a lead is sales-ready than to directly ask them, “Are you ready to talk to sales?”

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The Solution

Effective, engaging outreach takes considerable time and effort. Imagine trying to manually personalize every email, online chat, or text message to multiple individuals within multiple buying groups and verticals, according to where each account is in the buyer journey–across hundreds or even thousands of accounts.

AI Assistants, powered by Conversational AI, are gaining momentum for their ability to touch every lead with personalized engagement at scale.

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How It Works

When these leads are given a personal touch earlier in the funnel, they feel more connected and valued by businesses. More importantly, this AI-driven proactive outreach provides leads with the opportunity to raise their hand earlier in the customer journey–which means opportunities accelerate to the notice of the sales team.

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Conversational AI

AI Assistants can also help sales and marketing mitigate challenges that arise from inconsistent and inaccurate data by evaluating the health of each lead through email verification and measuring information against criteria sets to guarantee emails sent have a high delivery rate. When it comes to helping marketing and sales be more effective, Conversational AI offers an ideal solution.

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Defining Roles and Responsibilities

Misalignment on roles and responsibilities in the B2B channels can be another source of ongoing tension. Without agreed-upon goals, definitions, and defined roles for each team, miscommunications can often result in dropped leads. Conversational AI is helping to bridge the gap between marketing and sales teams by meeting both teams’ needs. AI Assistants can ensure marketing leads meet the agreed-upon criteria of being sales-ready through better traction in the pre-qualification stage.

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Measurement and Creating a Feedback Loop

Marketing and sales teams question whether they’re doing a good job or if their AI Assistant is doing its job. Well, you have to inspect what you expect. To define what successful Conversational AI deployment looks like, organizations need to establish key metrics, such as average response time, the number of sales accepted leads, deal velocity, and pipeline value. Once the metrics are defined, a feedback loop should be introduced to collect data and glean insights. These insights can be used to communicate outcomes with marketing and sales.

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