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4 Ways to Use AI Tools for Nurturing Leads in B2B Companies

4 Ways to Use AI Tools for Nurturing Leads in B2B Companies
Jan 3, 2024
Alina Karnaukh

B2B companies have to find and nurture leads to build sustainable success. Check out 4 ways AI can help B2B nurturing

7m 6s reading time

Selling to business customers is far more complex than selling to individuals. People might make impulse purchases, getting hooked by a fun ad, while B2B buyers will evaluate your offer meticulously and consult with their superiors. Moreover, they will likely compare your proposal against many others, as almost every segment of the B2B market is fiercely competitive.

However, this is where technology steps in to assist sales and marketing teams. Deploying advanced sales technology has been identified as a surefire way to succeed in B2B sales. Adopting this strategy is a must if you want to join the club of companies enjoying 10% market share growth.

But what exactly is advanced sales technology in B2B? First and foremost, it’s using AI for sales prospecting. Even though AI tools can’t actually sell your product for you, they can make your work far more efficient. You can use them to create fully automated sales funnels and take your prospect from first touch to sale in no time.

Since the launch of ChatGPT, you’ve probably heard plenty about Chat GPT marketing for B2C sales. But there’s been a lot less about how effective it’d be with picky B2B customers. In fact, there are at least four methods to employ sales automation tools in B2B marketing to achieve impressive results.

How can AI develop sales in B2B?

B2B sales development refers to the entire journey your customer undergoes—from an initial handshake (physical or virtual) to the successful closure of a sale. On the sales rep’s side, this process is quite challenging: You must deeply understand your customers, engage them at the right moment and with the right message, and respond promptly.

With its super-human capabilities, artificial intelligence in sales can shoulder some of your duties.

It can deliver hyper-personalized messages, follow up on every request with lightning speed, and analyze your sales data to provide insights for mapping a winning strategy.

Let’s now look at four specific strategies for using AI prospecting to nurture your leads in the B2B sector. However, to get the best results, you’ll likely need a specialized generative AI for sales rather than a generic tool.

Way 1: Dynamic sales content

AI can act as a master storyteller, generating anything from case studies to sales decks and proposals while tailoring its output to each prospect. It gets a deep understanding of the prospect’s needs by analyzing vast amounts of data, such as previous interactions, market trends, and customer feedback. 

Using an AI-powered sales tool like AiSDR, you can create a brand persona that the AI can use for creating email copy. By including the industry, company size, and other important characteristics, your sales AI will be capable of fine-tuning content so that it’s more likely to resonate with leads.

Imagine you are a software company pitching to a healthcare provider. 

AI would tailor your sales deck to emphasize how the software ensures patient data security, streamlines scheduling, and integrates with existing medical systems. A proposal like that would resonate deeply as it addresses your prospect’s industry-specific challenges. Your AI helper can later revise this pitch for leads from different industries to match their specific interests.

Way 2: Efficient follow-ups

One of the biggest challenges in the sales world is the notorious 10-minute rule

The 10-minute rule works like this: If you do not respond to a lead within 10 minutes, they’ll most likely disengage (it’s even better if you can manage follow-ups in 5 minutes). And in the high-stakes game of B2B sales, such a delay can mean a potential million-dollar deal slipping through your fingers.

With its automation capabilities, sales enablement AI ensures that no lead is left waiting. It can instantly send out a personalized response within that crucial 10-minute window. All you need to do is delegate this task to generative AI. As a result, you won’t have to scramble to draft emails anymore or fear missing out because you were in a meeting.

AI significantly improves the chances of moving leads down the sales funnel and through their customer journey by ensuring timely, personalized, and consistent follow-ups. It’s not just about responding – It’s about responding in a way that pushes the conversation forward, inching closer to that coveted sale.

Way 3: Strategic data-driven insights

AI in sales and marketing operates like a pro detective, always on the lookout, observing every move and piecing together clues. In the B2B landscape, this ‘private eye’ constantly monitors prospect interactions, from the website pages they visit to the emails they open and the feedback they provide. By analyzing this data, AI recreates a big picture of customer behavior and preferences.

These insights are invaluable for shaping B2B sales strategies. For instance, if AI analytics show that a particular industry segment frequently visits a product page but doesn’t convert, it might indicate a gap in the product offering or pricing for that segment. What’s more, a fine-tuned AI tool for nurturing can suggest possible ways to fix this issue, such as foregrounding the product features that are most likely to capture the particular segment’s interest.

Way 4: Predictive analytics

When predicting sales, AI sifts through heaps of data, analyzing past interactions, behaviors, and responses of leads. It considers factors like how often a lead interacts with emails, how long they spend on product pages, and even how active they are on social media. By connecting the dots, AI can assess whether the lead is genuinely interested.

If AI predicts a high chance of conversion for a particular lead, sales teams can prioritize them and offer more personalized content or special offers. On the flip side, the leads with a lower conversion probability might need more nurturing through educational content or a different engagement approach.

AI-driven marketing analytics can also identify shared characteristics among high-converting leads. It might turn out that businesses from a particular industry segment or of a certain size show a higher propensity to convert. Armed with this knowledge, your team can target similar profiles, ensuring a higher ROI.

The future of AI in B2B sales development

As time passes, we will likely see AI tools for nurturing enhance customer experiences through personalized client journeys, making every interaction feel tailor-made. Engaging with a conversational AI for sales is like talking to someone who remembers all your previous chats down to the smallest detail. B2B customers will certainly appreciate this hyper-personalized experience.

The next-generation AIs will provide even richer data insights, helping sales teams devise strategies to maximize conversion. In particular, they will point to the highest-quality leads for you to pursue.

Get started with AI tools for B2B nurturing

An AI sales tool like AiSDR is designed to assist salespeople in their work. Its outputs are constantly improved according to user feedback. 

As a result, AiSDR will personalize your sales deck for every prospect, follow up on requests 24/7, never let a lead go cold, and provide quick and comprehensive data insights for your decision-making.

With a task as crucial as B2B sales, you need a tool that will be able to handle it effectively while keeping your and your customers’ data secure. AiSDR, a sales-oriented AI assistant, ticks all the boxes by incorporating the best security practices while fine-tuning B2B lead nurturing.

Book a demo to start using generative AI that will change the future of B2B sales.


Can AI enhance B2B lead qualification processes?

AI is the Sherlock Holmes of B2B sales. It dives deep into data, analyzing patterns and behaviors to identify which leads are hot. Instead of chasing every lead, sales teams can focus on the ones that AI deduces are most likely to convert.

What is the role of AI in B2B lead content generation?

When it comes to B2B lead content generation, AI can create highly personalized content with just the right tone and message. It can whip up tailored articles, case studies, and other materials that truly resonate with potential clients by analyzing data and determining audience preferences.

Can AI handle B2B customer objections effectively?

AI can analyze all previous interactions and potential objections to craft well-informed responses. Building on previous conversations, it can suggest solutions that consider past experiences and are tailored to the case at hand.  

Can AI boost B2B cross-selling and upselling?

Yes, absolutely! By analyzing customer data and purchase histories, AI can identify the best opportunities to recommend complementary products (that’s cross-selling!) or even nudge clients to premium versions (hello, upselling!).

How does AI affect B2B multi-channel outreach?

In multi-channel B2B outreach, AI optimizes and coordinates various elements so they work together smoothly. It harmonizes messages across channels, ensuring the tone is consistent, whether it’s an email, social media post, or a webinar recording. With AI’s insights, every outreach is personalized and, at the same time, plays well with others. As a result, the audience always gets a consistent message, no matter the platform.

Did you enjoy this blog?
1. How can AI develop sales in B2B? 2. Way 1: Dynamic sales content 3. Way 2: Efficient follow-ups 4. Way 3: Strategic data-driven insights 5. Way 4: Predictive analytics 6. The future of AI in B2B sales development
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