Artificial intelligence has the ability to analyze lead data, then predict which new audiences will respond best to your marketing and sales efforts.
One company, LeadCrunch, is using this type of AI-powered capability to give B2B marketers and salespeople superpowers when it comes to demand generation.
We spoke with Olin Hyde, founder and CEO of the company, to learn more about the solution.
1. In a single sentence or statement, describe LeadCrunch.
LeadCrunch is a B2B marketing tool that identifies and engages prospects most likely to become your best customers.
2. How does LeadCrunch use artificial intelligence?
LeadCrunch uses artificial intelligence and a patented approach to B2B data we call “vector marketing” which identifies look-a-like personas of your best customers, delivering leads that pass through a multi-touch validation process, backed by a quality guarantee.
3. What are the primary use cases of LeadCrunch for marketers?
Like all new technologies, AI will create winners and losers. Our company develops tools that enable business-to-business sales and marketing professionals to gain unfair advantages over competitors by targeting the right person, at the right company, with the right message, at the right time.
4. Who are your ideal customers in terms of company sizes and industries?
We look for customers who are actively running demand generation campaigns. Customers who currently use the big vendors, such as IDG, Ziff-Davis, and eMedia, will see that we typically outperform these by 300 percent.
We require that our customers measure success. We look for customers that use Salesforce, Marketo, and other CRM and marketing automation technologies. Our best customers are analytics companies. We only sell to those who we know will be successful with our technology. We are in the customer success business—we are not in the business of training people who do not know how to market.
5. What makes your company different than competing or traditional solutions?
LeadCrunch is the only system that delivers the right kind of right lead at the right stage of any sales or marketing funnel. In the short term, LeadCrunch empowers sales people to crush sales quotas and marketing professionals to control customer journeys. In the long run, LeadCrunch models the entire economy by understanding the interactions of people, companies, and industries by evaluating the events that drive demand and transactions.
6. What do you see as the future potential of artificial intelligence in marketing?
AI changes everything we know about sales and marketing. It wipes out the noise of “spray and pray” advertising by providing high-precision targeting. It makes the sales process faster and more efficient by focusing efforts only on the best customers.
7. What do you see as the limitations of artificial intelligence as it exists today?
AI is only as good as the data you feed it and marketers today are challenged by the lack of quality data. They rely on misleading proxies like clicks and downloads to measure their buyers’ engagement with their content. But without real consumption data, marketers can’t produce a lift in content consumption.
This is key to converting more prospects, quicker. Marketers who wish to leverage AI need to carefully consider the data inputs that will be used, then seek out the technology that will collect the data, and help use it to drive pipeline and revenue. It is only then that marketers will be able to use AI to further their objectives.
8. Any other thoughts on AI in marketing, or advice for marketers who are just starting to explore the possibilities of AI?
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.