By involving AI in Lead Management, it is possible to spend only half on marketing

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In the past, marketing, sales and customer communication were considered a purely human endeavour that required art, creativity and experience. Today, however, we can achieve significant savings and greatly increase efficiency even in this area thanks to artificial intelligence and automation. Using techniques such as “Lead scoring” and “Lead grading” can result in savings of up to 50% in marketing and can significantly streamline the sales process. These methods are applied in various sectors, from e-commerce to school entrance exams or, for example, in banks.

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One example is the grammar school in Liberec, which offered applicants two points in the admissions process just for attending classes this year. This approach is based on lead scoring, which assesses the probability of leads becoming customers. For example, companies may evaluate that they have a better chance of gaining customers among newsletter subscribers or webinar participants.

Customers typically earn points for every interaction, such as visiting a website, e-mails, downloading an e-book or being active on a company's social media. These points are recorded in the CRM system and when the lead reaches a certain number of points, in other words when the lead “matures”, they are contacted by the sales department or call centre.

However, lead scoring is not all that can be evaluated in leads. The quality of the leads is also important and is evaluated with lead grading. Here, the leads are processed according to their importance, location, position, relevance or size of the company. Based on these factors, the leads are given a grade, which is used to improve the targeting of the offer.

Einstein predicts customer behaviour for Salesforce

CRM tools can use more sophisticated technologies such as Einstein Engagement Scoring for Salesforce. This is an automated system based on artificial intelligence that predicts how customers will respond to marketing activities. The process is configured using low-code and no-code approaches, simplifying its implementation for most users.

It is important to continuously improve the lead scoring settings based on the results obtained. This allows the system to become more and more automated, which leads to maintaining consistency and reducing manual work. One of the results of using CRM is better targeting through the creation of multiple segments.

The practice shows that this approach can achieve a 50% increase in sales team efficiency, 70% better conversion rates, 50% better ROI (return on investment) for marketing and sales activities, and 50% cost savings on marketing campaigns.

One of the biggest clients of Trask's CRM team was ČSOB, which reported a 50% increase in the contribution of lead management in retail sales. Trask also serves as a laboratory for the entire KBC Group. We provide our customers with end-to-end services, from initial analysis to solution design, implementation or integration to follow-up support. In addition to Salesforce, we also implement other CRM technologies such as SAS 360 and Microsoft Dynamics.

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