Are AI tools being used in the lead management process?
Mayoris has also participated in the 4th edition of the Marketing AutomationMarketing Automation ist ein Framework bestehende aus Strategie (First Party Data und Marketing), Use Cases und Prozessen, Daten bzw. Customer Data Platform, Technologien, Inhalten, Organisation und Skills sowie dem Rechtsrahmen bzw. dem Consent Management.... Report 2024. This time the focus is on tactics & tools for AI-based lead generation. Nearly 400 companies completed the full questionnaire and benchmarked themselves against the other participants in a Lead Automation Maturity Index.
Here are the key findings of the Marketing AutomationMarketing Automation ist ein Framework bestehende aus Strategie (First Party Data und Marketing), Use Cases und Prozessen, Daten bzw. Customer Data Platform, Technologien, Inhalten, Organisation und Skills sowie dem Rechtsrahmen bzw. dem Consent Management.... Report 2024:
- Social networking is the most important data source for lead generation, with conferences and events a close second, but AI service providers are underutilised for this task.
- 16% individualise the personalised approach to meet the needs of each recipient.
- Only one in eight companies use AI-driven email marketing in the nurturing process. Content is tailored to the recipient.
- One third of companies reply manually to emails from leads; one third reply using pre-defined system templates.
- 56% of companies score leads manually, with only 17% using behavioural methods to identify buying intent.
- Only a handful of companies use AI-powered systems for lead scoring.
And this is the statement from Mayoris:
- AI in the lead management process is still in its infancy and the available tools are unclear.
- Many steps in the nurturing process are still very analogue. Is this due to the small number of leads or the lack of collaboration between marketing and sales?
- On page 35 ff. you will find specific use cases that the participants consider useful, including tools that can be used for this purpose.
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