3. Intent-based prospecting
This is easily my favorite prospecting approach. I see a huge potential in “warm outreach” where you use various intent signals to identify and engage the right people at the right time (as opposed to reaching out to complete strangers out of the blue). And it becomes so much easier and more effective with AI!
An interesting tool here, Lift AI provides real-time buyer intent data so you can pinpoint and engage the prospects who are most likely to convert. Using machine learning, it identifies and scores the promising prospects so you can further act upon each visitor and engage them using ABM, content personalization, retargeting, or other tools.
Triggr stands out in this category, by constantly crawling the web for any relevant events and sending real-time notifications to your team as they occur. This might be any activity related to funding, technology installs, hiring, news mentions, etc. As a result, your SDRs can act on those signals instantly, increasing their chance for success.
Tracking job changes of your past/current prospects is one more way to get a few more leads every month (especially if you’re targeting a fast-paced industry where people quickly switch roles or companies). This is exactly what Bluebirds AI can help with. It uses machine learning to identify champions across the current accounts in your pipeline and detect their job changes automatically. As a result, you can continue selling to those warm leads at their new companies.
4. Intelligent lead scoring
This use case is somewhat related to the previous ones but still deserves an honorable mention. I’m talking about AI-based lead scoring and qualification for more targeted, accurate prospecting. This can be a huge time-saver for SDRs and a great way to focus their efforts on the most promising opportunities rather than chase cold leads.
One of the most promising tools in this category is Oppwiser. It doesn’t just provide targeted prospects based on certain signals but also scores them to keep you focused on the most promising ones. The tool can also help you spot dormant opportunities in your CRM as well as notify you about new in-market accounts that match your criteria. What’s more, Oppwiser will send you daily “Next Best Buyer recommendations” for more effective engagement.
If you’re looking to get the most value out of your website visitors, Tomi.ai might be another tool to consider. Its predictive AI-based scoring algorithm identifies your website visitors’ behavioral patterns to predict the purchase value of the new ones (even if they are anonymous). As a result, you can target prospects based on their potential value for your business, not just the ICP criteria.
A slightly more sophisticated tool, Forwrd allows you to build “predictive AI apps” for many use cases, including account and lead scoring. You can integrate it with your CRM or any tool (or data source) for multidimensional scoring based on your users’ journeys. Most importantly, it works in real-time to offer instant insights into your best accounts.
5. ICP refinement and targeting
Last but definitely not least, targeting and ICP refinement is one more way to use AI for prospecting. This is often achieved through customer profiling – analyzing the available data about your closed deals or current prospects in your pipeline. This can be anything from account details to conversational intelligence insights from your sales calls. The latter may even include some personality traits.
Probably the most popular tool in this category is Crystal. While it’s been on the market for a while, I still haven’t met any reps actually using it, so maybe the current AI trend will help them ramp up! It positions itself as a personality data platform, helping sales teams better understand their buyers and tailor their communication strategies accordingly. The personality insights can be collected as you browse the prospect’s LinkedIn profile or during the calls.
As a result, this allows you to add psychographics and behavioral insights to your ideal customer profile. Crystal also helps you segment your lists as well as route the prospects to the best-fit SDRs. Their writing assistant will then help you adjust your pitch – the wording, style, and tone – so it resonates with each prospect.
Another up-and-coming personality analysis software is Humantic AI. While it’s typically listed as a personalization tool, its buyer intelligence aspect can offer valuable personality insights. The software will analyze your past won/lost deals and engagement activity to finetune ICP & buyer personas.