Artificial Intelligence

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Olin Hyde

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7 Ways AI Changes B2B Marketing

Artificial Intelligence

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What Does AI Really Mean?

Artificial Intelligence

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Moneyball for Lead Generation

Artificial Intelligence

What is Artificial Intelligence, anyway?

The most widely accepted definition of artificial intelligence is a computer system that performs tasks that previously could only be successfully completed with human intelligence. To put it more simply, it’s a computer that is programmed to solve problems like a human mind does. The discipline has grown exponentially - even in the last decade, and it’s already having an impact in almost every industry. From the use of AI in sports, to medicine and business, artificial intelligence is helping real people make more informed decisions by processing and understanding massive amounts of information. (For more specifics, check out this blog post on Artificial Intelligence statistics.)

Artificial Intelligence for B2B

AI, machine learning, predictive analytics - these aren’t just snazzy buzzwords. These are concepts that will change how B2B Marketing and Sales teams do business, for the better. Today’s B2B teams have access to a greater amount of data, and more specialized software and processes, than ever before. However, even as these new ways of doing business have been adopted, we haven’t seen a comparative uptick in the metrics we use to define business success - namely conversions, revenue, growth. And that we’re not seeing that is odd. Despite the advancements, growth is stalled - so what’s the problem? The problem is a fundamental one - and one that our nerdery of data scientists is working to address every day here at LeadCrunch HQ. It’s the data. The B2B data that we’ve been looking at is flawed. It’s incomplete. It’s like trying to view the Grand Canyon through a keyhole. You can only see so much of the view at any given time. And because of that limited view, every decision that comes after that initial view is a little poorer for it.

B2B Targeting with Artificial Intelligence

Like that limited keyhole view, the state of most modern B2B targeting is pretty much weak sauce. The results are limited, because the data itself is limited. In using traditional data sources like firmographics or NAICS codes, rather than data custom built for artificial intelligence, a lot of time and resources are wasted on targeting the wrong companies to do business with. B2B targeting with AI is about having access to better B2B data and working from there. How much better will your marketing team perform if they know with a high degree of certainty the B2B buyer persona they’re actually targeting? How many more deals can your sales team close if they’re only investing time in target customers who actually need what you’re selling and are ready to buy? These aren’t small improvements. Artificial intelligence makes smart teams smarter, so resources aren’t wasted on pursuing and wooing the wrong targets. It’s not about replacing your team with AI or other marketing automation software - it’s about freeing up their time and attention to focus on solving more interesting problems.

AI and Machine Learning

AI delivers smart data, machine learning improves it. A subset of Artificial Intelligence, machine learning recognizes patterns in a vast array of data and makes predictions. LeadCrunch uses machine learning, or predictive analytics, to review the initial results of a campaign and improve the model for the next iteration. So successive B2B campaigns get more and more accurate.

LeadCrunch AI - Better B2B Data for Better Demand Gen Campaigns

From lead scoring for ABM campaigns to using historical data to more effectively target your ideal buyer persona, the potential for artificial intelligence in B2B is pretty mega. But even while acknowledging that AI solutions are on the rise, a lot of B2B marketers still haven’t taken the important step of implementing AI in their own go-to-market strategies. Why? The most common rationales are lack of budget, uncertainty over where to start, or not having a team in place to manage it. So they stay stuck in the grind, using the same poor B2B targeting techniques they’ve always been using. The learning curve doesn’t have to be so steep. In addition to offering artificial intelligence on a cost per lead basis, LeadCrunch software is simple to use. Our customers upload a list of their top performing customers, and our artificial intelligence crunches the numbers and delivers a list of new, pre-qualified leads. By the time your team starts making sales calls, your leads already know who you are and how you can help improve their business. Curious to know more about using AI in marketing on your next demand gen campaign? Get in touch