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Automatically Generate and Qualify B2B Leads with Artificial Intelligence from CliClap
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By: Paul Roetzer

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June 5th, 2018

Automatically Generate and Qualify B2B Leads with Artificial Intelligence from CliClap

CliClap is a marketing solution that uses artificial intelligence to predict when website visitors are most likely to convert.

It then presents them with relevant conversion-focused content at that time to generate and qualify leads in a more user-friendly way.

The result? More pageviews, time on page and, most importantly, leads.

Consider us intrigued. We spoke to CliClap CEO Yonatan Snir (@yonatan_snir) about how the tool creates value for marketers and sales professionals.

In a single sentence or statement, describe CliClap.

CliClap autonomously generates and qualifies B2B inbound leads by providing online visitors with the best information and next actions for their individual intent.

How does CliClap use artificial intelligence (i.e. machine learning, natural language generation, natural language processing, deep learning, etc.)?

Today, inbound marketers have to walk a fine line between generating as many leads as they can for their sales team and, at the same time, creating a great experience for their website visitors.

For the past decade, the basic methods for lead capture—pop-up forms and gate content—haven’t changed, even though both methods have become more sophisticated and personalized.

The problem with “lead capture” is exactly that: B2B customers aren’t interested in being “captured.” And they don’t want the information they’re after held hostage.

They want to get what they came for and be on their way.

CliClap uses artificial intelligence to smartly predict when the lead is most likely to convert, creating a better experience for both the visitor and the marketer.

CliClap was built to focus on and optimize for visitor intent. Three separate AI machines form the core of our autonomous lead generation solution:

  1. Timing engine — Predicts the best time to offer the next action for each visitor.
  2. Journey engine — Predicts the next best action for each visitor, optimized to drive the journey to fulfill a business goal.
  3. Qualification engine—Replaces traditional forms with a dynamic engine which learns when and where the visitor is most likely to convert and offers a natural, non-disruptive means to conversion.

The result of these AI engines is a content journey leading toward a goal for each visitor.

This individualized customer journey naturally enhances the user experience, while simultaneously resulting in more qualified, ready-to-convert leads.

When B2B companies start using CliClap, they typically see the number of page views and session durations start growing immediately, accompanied by a decrease in bounce rates. After the journey machine tunes, they start seeing conversion rates grow.

At the same time that they are seeing better results and value, they are also reducing their workload.

The power of AI is tapped to make this process as autonomous as possible, dramatically reducing the amount of manual work required to implement and use our product.

On average, it takes our customers two hours to fully implement the solution (vs. weeks/months for other marketing tools in the domain). They also rarely need to invest more than two hours a week on system maintenance.

What do you see as the limitations of artificial intelligence as it exists today?

Machines are better than humans at data analysis and pattern recognition, and needless to say they’re exponentially faster. It is in those areas of intelligence that machines are replacing and will continue to replace humans.

But machines are limited to patterns. At this stage, I don’t see machines developing capabilities to think outside of the box—outside the patterns.

That “outside the box” thinking is critical when it comes to successful marketing. Our sense of wonder, amazement and thrill is activated when we’re hit by the creative and the unexpected. That requires humans.

Since digital marketing began to increase in importance, marketers have spent so much time on tools and churning out content that they have had less time to focus on turning out truly great, thrilling content.

As artificial intelligence takes over the drudge work related to routines, analysis and handling tools, marketers will be able to put all their time back into what drove most of them to this profession in the first place—the creative.

What do you see as the future potential of artificial intelligence in marketing and sales?

As I mentioned above, AI is going to free up marketers’ time and ability to focus on the creative and turn out truly great content.

In addition, I see AI coming to control, in a sense, how much and which of your content gets through to your audience.

We already see search moving from text to voice with embedded personal assistants in our smartphones. We see how every app we use is getting smarter, trying to learn and predict what we need and when we need it.

The direction in which we are going is a place with less distraction.

Our inbox, which would be a virtual combination of multiple communication channels, will ensure we only see and hear what we need. When we search for something, we will get the exact answer for what we are looking for.

Content consumed anywhere, not just on social channels, will be adjusted to our interests.

So when it comes to content on sites you control, you’re going to need to use AI to give visitors the customized, personalized experience they expect.

And when it comes to getting your content in front of consumers off-site, as a marketer you’re going to need to work harder and smarter to convince the AI engines used by consumers that your content, offering or message is what they need to show their users.

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What makes CliClap different than competing or traditional solutions?

Today, most of the marketing tools that have lead generation and nurturing as a goal are based on workflows and manual optimization. They’re only “automated” once you set everything up.

Besides the time involved, the real decisions are made by humans, ordinarily based on more of a guesstimation than real science. In addition, the methods that are used, like pop-ups and gated content, interfere with the user experience rather than enhance it.

Tools that do use scientific machine learning capabilities are usually focused on content engagement (i.e. what content should we show this visitor next to get her to keep reading) and not conversion. They’re not based on a marketing funnel and they don’t have an end goal in mind for the customer journey.

As mentioned above, CliClap uses AI and machine learning to create individualized, conversion-directed content journeys. The user experience is naturally enhanced and the conversion rate increased even while the need for management is drastically reduced.

CliClap also has unique capabilities which enable B2B marketers to measure and optimize typically un-measurable content, such as:

  • PDF files. We are able to measure how much time people spend inside a PDF and how many pages they viewed. We’re also able to continue the content journey inside the PDF. Click here to see it in action (look for the green tab to the right).
  • Measuring engagement on curated content (third party sites) and enabling the content journey to drive traffic back to your site. Click here to see it in action (look for the green tab to the right).

Who are your prototype customers in terms of company size and industries?

We are focused on small to medium size B2B enterprises that have decent traffic to their website (starting at 5,000 visitors/month) and content marketing is a key in their marketing strategy. Most of them are using marketing automation tools (like Marketo, Hubspot, Pardot, Act-on), are active on social and have an active blog.

What are the primary use cases of CliClap for marketers and sales professionals?

Marketers use CliClap to boost website engagement and lead generation from their inbound channels. On average, a B2B website converts 4%-8% of the traffic to leads and only 0.5% to won deals.

We help our customers increase these figures by at least 100% without needing to invest extra effort in maintaining the tool. That’s like running a factory and being able to double your output without procuring additional raw material or hiring any new employees.

Any other thoughts on AI in marketing, or advice for marketers who are just starting to explore the possibilities of AI?

Ironically, since marketing technology was born, marketers have had to work harder to maintain all the tools in their stack.

For example, when I implemented Marketo at a large publicly-traded software company, we had to allocate four people to maintain the system for all the regions and divisions in addition to the agency that helped us with execution.

While we were able to do things we weren’t able to do beforehand, we had to invest more resources to be able to execute.

We call it “marketing automation” but that’s really a misnomer. It’s half automated, but half manual, and the manual part can take up as much manpower (or more!) than needed pre-automation.

AI is going to bring us into the world of true marketing automation or, as I like to call it, “autonomous marketing.”

It will give us marketing tools that will maintain themselves, analyze themselves and optimize themselves.

We’ll be able to take human resources out of marketing maintenance and put them into creativity and thinking outside the box in order to produce content that’s going to stand out. And that is, after all, what humans do best.

Get free access to the Ultimate Beginner's Guide to AI in Marketing: https://www.marketingaiinstitute.com/beginners-guide-access 

About Paul Roetzer

Paul Roetzer (@paulroetzer) is founder and CEO of PR 20/20, author of The Marketing Performance Blueprint and The Marketing Agency Blueprint, and creator of The Marketing Artificial Intelligence Institute and Marketing Score. Full bio.

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