How to Build a Martech Stack for B2B Personalization

Marketing technology is essential for every business today.

It’s impossible to execute any marketing tactic without some kind of software, app, or tech.

Back in 2017, you already had more than 5,000 martech tools to choose from:

Chiefmartec

Fast-forward to April 2020, and nearly 58,000 software companies are listed on G2.

With so many choices, you’d think learning how to build a martech stack would be easy, right?

Quite the opposite.

The same martech stack your competition runs isn’t necessarily ideal for your brand. It doesn’t get much more personal than building your stack. What you run should be unique to your needs, size, and goals.

Martech Stack Definition: What is a Martech Stack?

Simply put, a martech stack is a collection of tools you use to improve marketing processes. They can include tools for niche processes like social media, data collection, or customer experience. A martech stack might also include all-in-one tools that function as a hub for your other marketing tools.

Most martech tools include something called an API. An API is a type of code that lets different pieces of technology securely communicate with each other. For example, you would use an API to add your Mailchimp email capture form to your website. Another API might add social share numbers to your on-site share buttons. You can also use APIs to share large datasets by merging tools like Google Analytics and Salesforce.

How Important is a Martech Stack?

Very. The average company devotes 30% of its marketing budget to technology. Your marketing technology stack can take your business in one of three directions:

  • You build a bloated martech stack with more features than you’ll ever need for your business size. Your martech tools aren’t properly integrated, and no one knows how to use everything. Your marketing budget vanishes each month and produces little to no ROI.
  • You’re afraid of a bloated martech stack, so you play it too safe. You only use a handful of tools and don’t experiment with new features. Your productivity slows because your martech can’t keep up.
  • You figure out how to build a martech stack that has all the features you need and room to grow as needed. Your martech tools don’t overlap, so you’re not wasting funds on unnecessary technology. You see ROI, improved productivity, and better leads.

Obviously, you want to fall into that last category.

Just like you wouldn’t want to overdo it with too many supplements, the same is true of your martech stack. However, you also want to make sure the tools you use will meet your current business needs with some room to grow.

How to Build a Martech Stack Step-by-Step

Your martech stack can either deliver incredible ROI month after month or turn into a massive money pit. Fortunately, you can improve your chances by following a few steps.

Nail Down Your Goals

There’s a martech tool for every task in your marketing department – that doesn’t mean you need them all.

Look for areas that need some improvement or help, such as:

  • Conversion rate optimization
  • Lead scoring
  • Lead quality
  • Content organization
  • On-site experience
  • Lead verification
  • Data cleansing

What do you want your martech to accomplish for you?

Get Everyone on the Same Page

You can’t make martech tools work if everyone in the marketing department isn’t on board. People should feel compelled to take charge of certain processes and learn to use the innovative technology.

Everyone needs a growth mindset so they can cooperate across other departments like sales. Getting marketing and sales on the same page is critical.

Audit Your Current Tools and Manual Processes

Look at every piece of technology in your arsenal any member of your marketing team uses – from social media scheduling and email marketing to CRM and content management.

Use a spreadsheet to identify each tool. Include each tool’s full range of features, monthly cost, and what features you use in practice.

Figure Out What Features and Tools You’ll Need

Go back to your list of goals/needs while you have your list of current tools handy.

Where are the gaps? Which tools offer features you’re not using yet but should? Which tools can you cut because they overlap?

By now, you should have an idea of what martech solutions you need.

Look for Areas to Automate and Speed Up Human Processes

Look for additional tasks you could free up or improve with automation.

For example, Hushly’s AI engine improves your lead verification process and adds hyper-personalization to your website – making your content work harder for you.

Remember, you want a growth mindset, so learning how to build a martech stack should push you to a new level of efficiency and productivity – not keep you stagnant.

Investigate Tools and Record Each Tool’s Features

Before you buy any new tool subscription, do plenty of research.

Add potential solutions to your audit list and compare features to what you already have.

Make sure to include prices in your list at this point so you can figure out where to make budget cuts without sacrificing capability.

Some potential areas could include:

  • Content management
  • Advertising and PPC
  • Email marketing
  • Event planning
  • Social media scheduling and listening
  • Content development and trends
  • Customer service and chatbots
  • Relationship management
  • Intent data tracking
  • Digital experience and personalization
  • Analytics

Put Your Martech Stack into Action

Now it’s time to buy what you need and implement the features!

You’ll have to integrate new tools on two levels: with current technology and across your marketing team.

Evaluate your goals, results, and budget every quarter to track your stack’s ROI.

How to Build a Martech Stack That Works for Your Personalization Needs

Hushly is in the business of helping brands build a martech stack that works for them. The Hushly AI engine is a plug-and-play tool that improves lead conversion, lead quality, content engagement, mobile experience, and much more.

The Hushly AI engine also prevents fake leads from entering your system with verification and streamlines the lead collection and nurturing process.

Learn how to build a martech stack with everything you need and nothing you don’t by reading our eBook on bloated martech stacks.

25 Terms for Artificial Intelligence in Business Explained

Artificial intelligence has swept through the marketing and sales departments across all industries.

According to Salesforce, 84% of marketers report using AI today. Back in 2018, less than 30% said AI was a part of their marketing strategy.

Salesforce

Despite its growing popularity, many managers and marketers may not be aware of all the terms associated with AI.

25 Artificial Intelligence Terms You Need to Know for B2B

Bookmark this page, so you always have it handy when you need to reference a term.

1. Algorithm

While the coding behind algorithms is complex, the concept is simple. An algorithm is just a set of rules you give to a computer system so that it can complete a specific task.

Algorithms can act independently – like when Netflix recommends its original content by ranking it as “important.” They can also work in layers – like how YouTube or Spotify – use millions of other sessions to recommend the best content for you.

2. Artificial Intelligence

The idea, practice, and study that computer systems can complete tasks with similar or better quality than a human.

3. Artificial Intelligence Engine (AI Engine)

A system of interworking algorithms, neural networks, and machine learning techniques. An AI engine can consume data from first-party interaction or receive data from third-party input.

You interact with an AI engine every time you scroll through Netflix, browse Spotify recommendations, shop on Amazon, or read content in the Hushly resource center.

AI engines include different models like collaborative filtering and session similarity models to create a hyper-personalized and interactive experience for everyone.

4. Artificial Neural Network

A system of algorithms and artificial intelligence that mimics the same pathways in the human brain to learn, adapt, and carry out tasks.

5. Automation

The act of unloading tasks once completed by humans onto artificial intelligence – such as email marketing and lead scoring.

6. Backpropagation

Backpropagation is short for “backward propagation of errors” and is a type of algorithm. Backpropagation trains neural networks until the initial result (output) is as close to the desired result (output) as possible.

7. Chatbots

A text messaging system that is powered by artificial intelligence and human input. The human sends messages on one side. The artificial intelligence responds on the other side. Some chatbots are extremely advanced and include machine learning features to adapt based on new information (see point 14).

Chatbots are not to be confused with live chat, which involves two real humans communicating.

8. Classification

Using an algorithm to set up categories and place data entries within specific categories.

9. Clustering

Using an algorithm to identify patterns – often undetectable to humans – to group pieces of data into larger sets.

10. Collaborative Filtering Model

A type of supervised machine learning where an algorithm compares a current session’s behavior to previous sessions to offer personalized content recommendations.

This is like Spotify’s “people who listened to XYZ also liked ABC.”

11. Content Similarity Model

A type of unsupervised machine learning that uses natural language processing to group content assets and make recommendations based on a single session’s behavior.

12. Data Mining

Digging through massive data sets to find patterns, groupings, or recurrences. Both humans and machines can mine data. However, AI can often find patterns much faster and efficiently than humans.

13. Deep Learning

A type of machine learning where multiple neural networks study massive data sets and make conclusions – similar to how the human brain works.

14. Digital Ecosystem

Your martech stack or combination of tools you use to implement AI, CRM, email, and associated technologies.

15. Machine Learning

A type of artificial intelligence where algorithms can improve themselves based on access to new data or regular input.

16. Natural Language Processing

A subset of artificial intelligence where algorithms are trained to consume, interpret, manipulate, and analyze characteristics specific to how humans communicate with each other.

Google’s BERT update focused on improving its natural language processing, and Google called it the most important update in years.

17. Reactive Machines

Algorithms and AI tools that immediately analyze, predict, and react to situations in real-time. Reactive machines do not store data.

18. Recurrent Neural Networks

A vast neural network that uses their internal memory to make decisions. Recurrent neural networks can recognize patterns and sequences while consistently improving themselves.

19. Reinforcement Learning

Maybe you’ve heard of positive or negative reinforcement in the context of raising kids. AI can learn using reinforcement too. The algorithm interacts with its environment and receives either rewards or punishments depending on how it responds.

20. Session-Based Similarity Model

A type of deep learning that looks for patterns across each visitor’s entire session history by following the path they took. The algorithm then looks for similar patterns in future visitors to recommend relevant pieces of content.

21. Structured Data

A concrete set of data that you can easily understand, analyze, and search. These are your Excel sheets full of data.

22. Supervised Learning

This type of machine learning mimics a student and teacher relationship. The AI system is taught to produce a desired outcome using provided data sets.

23. Turing Test

The infamous test that was conceived by Alan Turing to judge how an algorithm or artificial intelligence system compares to the human mind. If the algorithm can convince a human that they’re communicating with another human, the algorithm is said to pass the Turing Test.

24. Unstructured Data

Data you can’t put a concrete set of numbers to – such as podcasts, audio files, videos, infographics, and image content.

25. Unsupervised Learning

Feeding unlabeled and unclassified information to an algorithm so it can learn and train itself without help. Where supervised learning is like a teacher-student relationship, unsupervised learning is more like a self-study environment or open-book test.

Harness the Power of AI for Your B2B Website

Hushly’s AI engine brings the same personalization as top companies like Amazon to your B2B website. Best of all, you don’t need any serious AI or coding knowledge. The plug-and-play platform and price-per-lead cost make it easy for anyone to take advantage of AI-driven personalization.

Find out how AI can increase lead conversion by 51% and quality by 59%.

Is Artificial Intelligence a Threat to B2B Marketing or Sales Jobs?

We’ve only brushed the surface with artificial intelligence.

If you think AI is impressive now, just wait ten years.

On the other hand, some people tend to think AI is way more powerful and capable than it is at this point.

AI in 2020 gives us plenty of incredible tools and features to personalize, connect, and grow.

Now, the real question: Is artificial intelligence a threat to marketing and sales jobs?

Is Artificial Intelligence a Threat to Marketing or Sales Jobs?

Bluntly, no. Artificial intelligence tools aren’t nearing the point where they’ll remove existing marketing or sales positions. 84% of businesses already use AI – up from just 29% in 2018.

Salesforce

Even if AI manages to grip the content writing industry, marketing, and content creation, both still demand human ingenuity.

AI can, however, make the job of marketing much easier.

Instead of running over tedious data sets, session replays, individual heatmaps, and contact lists, AI studies and sorts everything for you. You can focus on the parts that matter most: Creating the content and reaching people.

What about sales?

If you’re worried about AI taking over sales, I’d encourage you to visit the websites of top companies that you know use AI. (Most do.) Browse their career pages, and you’ll see that 90% of them are hiring for all kinds of sales positions.

Artificial intelligence makes your sales job more efficient too. AI can detect subtle behavioral changes so you can know when to act on a lead and when to hit the brakes.

It would be foolish to say AI won’t eliminate any marketing or sales jobs. A few high-earners and low-earners could get cut as companies look to scale. But artificial intelligence also creates demand for new marketing and sales jobs.

Generally, artificial intelligence isn’t a threat to your marketing and sales job. However, it is smart to learn the top AI tools in your industry and adapt to change.

What are the Benefits and Advantages of Artificial Intelligence?

Don’t shoot to automate entire processes or departments. Artificial intelligence should enhance human marketing and sales activity.

Look for areas that demand a ton of labor power and time. Talk to marketing and sales about some tasks they’d like to see automated.

Better Lead Quality and Scoring

The typical lead generation and nurturing process are tedious and pretty outdated—most B2Bs focus on casting a wide net, scoring leads, and nurturing.

Artificial intelligence solves the lead scoring headache by instantly improving lead quality.

We’ve found that brands using Hushly’s AI engine, for example, see an increase in quality by 59%. On mobile devices, lead quality jumps by 86%.

Instead of collecting as many leads as possible through gated content, you only collect content details from leads who show intent in your product.

Focusing Attention on the Right Leads

Artificial intelligence also helps marketing and sales know where to devote their time, energy, and resources by detecting visitor intent.

Most buyers spend about half their time researching – whether online and off – and only 17% meeting with vendor sales teams.

Artificial intelligence lets you know where those touchpoints are so you can nurture leads as best as possible wherever the opportunity. You’ll no longer waste time on low-intent leads while high-intent potential buyers slip through the cracks.

Personalization At-Scale

Buyers spend so much time researching at their own pace. Unfortunately, most B2B marketers haven’t adapted their tactics to keep up.

Instead of creating an environment where leads want to consume more content and research, most B2B websites gate their most valuable nurturing tools behind a form.

Everyone knows as soon as they hand over that email address, you’ll use it.

They don’t want more emails in their inbox. They want your help to find the information they need.

AI lets you ungate your content so leads can self-nurture on your site.

Salesforce

69% of buyers say they expect an Amazon-like experience from your website. AI uses the same algorithms as Netflix and Amazon to personalize every session and gently guide leads down the funnel with recommended content.

Vetting and Verifying Leads

Most business databases are crawling with bad intel. It’s a serious problem that throws off your entire marketing strategy.

AI can help you verify lead data, and vet leads for intent before they ever enter your system.

Instead of letting everyone submit an email address, you’ll only collect emails from genuine business domains. AI fills in all the firmographic gaps. This is another reason lead quality improves so much when customers implement Hushly’s AI engine.

Leads are also more likely to fill out a microform as opposed to a full lead magnet form with firmographic details. So not only do you collect better leads, but you’ll collect more.

Preventing Abandonment

Typically, over 90% of visitors will abandon your website.

The right abandonment strategy can make the difference between landing a sale and letting those leads slip off into the void forever.

Instead of throwing up a form asking for a visitor’s email address, an AI engine uses a popup to offer personalized content recommendations.

Hushly

How to Use AI to Improve Both Marketing and Sales

Over the years, I’ve noticed companies are thrilled to get their hands-on technology. But once it comes time to actually use it, they don’t embrace all the best features. Some might not even use the martech tools they buy at all!

If you want to incorporate AI into your workflow seamlessly, you need to make sure a few things fall into place first:

  • Clearly defined roles and duties across the marketing and sales departments.
  • Everyone must adapt to a growth mindset.
  • Only pick the tools you need to accomplish certain tasks.
  • Assign someone to study each tool’s capabilities and delegate how everyone should use it.
  • Set clearly defined goals for your martech and team.

Let AI Help You Improve Lead Quantity and Quality

Adding an AI engine to your website only takes a few hours but delivers incredible results – instantly!

Hushly’s AI monitors every visitor’s behavior and makes content recommendations to guide them down the sales cycle gently.

See the Hushly AI engine in action now to learn how it works.

22 Buyer Intent Data Terms You Need to Know

You can expect intent data to be a major topic of discussion in 2021.

Apple has already blocked third-party cookies as of March. Meanwhile, Chrome plans to phase them out by 2022.

For many B2B marketers, that calls their entire personalization strategy into question.

Specific types of buyer intent data will undoubtedly feel the squeeze. However, intent data seems posed to withstand the death of cookies due to the ways data is collected.

Still, intent data is uncharted territory for many marketers with plenty of unfamiliar terms. Here’s what you need to know before jumping in.

Your Buyer Intent Data Glossary: 22 Terms You Need to Know

Even marketing experts might not be aware of all the terms associated with buyer intent data. Did we miss anything? Let us know!

1. Activation Point

The plan you’re incorporating intent data into your marketing tactics. Hushly, for example, includes instant access to intent data when you launch the platform. However, other intent data providers hand you the raw data and let you figure out how to use it.

2. Audience Status

Within monitoring tools, audience status functions as a lead scoring feature. Active status means a lead is receiving sales promotions and nurturing content. Meanwhile, marketing a lead inactive pauses your targeting strategies to avoid wasting resources. 

3. Bidstream Data

Intent data from a bitstream comes from paid ad exchanges and keywords. Bidstream data works without third-party cookies and includes no personally identifiable information but offers less in the way of analytics.

4. Buyer Intent Data

Data aggregated from multiple apps, websites, and publications to understand a visitor’s intent, stage of the buying cycle, and if they’re researching your company.

5. Co-opt Data

Aggregate data from a wide range of sources like publishers, blogs, webinars, vendors, and agencies. Although it provides less in volume than bidstream data, it makes up for it with better quality.

6. FIRE

B2B marketers have started using the FIRE acronym to organize their buyer intent data.

  • Fit: Does the lead fit your current buyer persona? How do their firmographics compare to your current customers?
  • Intent: How likely is the account or lead to purchase from you? Where are they at in the buyer’s journey, and do their needs fit your solutions?
  • Recency: When did a lead take action that shows intent? Yesterday or two years ago?
  • Engagement: Which accounts are currently engaging with your company? How and when?

7. First-Party Buyer Intent Data

Intent data you’ve collected through your own website – based on behavioral data from tools like Hushly. First-party intent data can be known or anonymous.

8. Inferred Contacts

Contacts who are assumed to have triggered an intent signal because they were in the right place at the right time. You can’t be sure, however, so call them inferred.

9. Intent Contacts

You know these contacts took action that displays intent. Maybe they signed up for your email list or downloaded a whitepaper.

10. Intent Keywords

A type of keyword research – usually from bitstreams – that tells you the intent of an account or lead. You can tell a lot about a lead’s stage of the buyer’s journey by analyzing keywords. The longer and more actionable, the closer they are to a conversion.

11. Intent Signals

An event that tells you a particular visitor or lead is seriously considering your company. They might download an eBook, read a handful of case studies, or RSVP to an event.

12. Intent Topics

Intent topics help you add more context to your intent keyword research. For example, someone who visits a niche case study on your website is much closer to purchase than someone browsing your blog post. However, both content assets might emulate the same intent keywords.

13. Intent-Qualified Account

An account (in ABM) who seems ready for follow-up nurturing via email or messages based on their intent signals and browsing behavior.

14. Intent-Qualified Lead

An individual lead deemed fit for follow-up nurturing based on their behavioral activity.

15. Intent Monitoring

You’ve heard of social monitoring, right? You track a particular keyword, phrase, or brand on social media to follow their behavior.

Intent monitoring tools like you do the same thing with leads and accounts. Intent monitoring uses natural language, topics, keywords, and signals to identify hot leads and prevent customers from churning.

16. Natural Language Processing

A type of programming or artificial intelligence focusing on imitating natural human language for the purpose of improving customer experience.

17. Spike Alerts

Some intent monitoring tools let you set a threshold for signals – much like you would on investment apps to buy/sell when the share reaches a certain price.

Spike alerts tell you if an account suddenly becomes active after a period of dormancy or increases their engagement on your website.

18. Standalone Publisher Data

Many publishers own an entire collection of digital media assets. Standalone publisher data comes from their portfolio data. It’s high-quality but doesn’t offer the same breadth of other options.

19. Third-Party Buyer Intent Data

Intent data you’ve purchased or received from a third-party source. Hushly partners with 6Sense to offer third-party intent data.

20. Topic Clusters

You can categorize content assets into topic clusters to build a better understanding of intent and interest. For example, you might have a cluster of case studies for a specific vertical or company.

21. Topic Taxonomy

A special categorization of topics to understand intent. It’s not as simple as picking your case studies and whitepapers. An AI-driven algorithm studies the content and visitor behavior to carefully test and group your topics with natural language processing.

22. Use Cases

The many applications of intent data such as:

  • Targeted account-based marketing
  • Improving lead quality
  • Increasing lead conversions
  • Targeted PPC ads
  • Account and lead scoring
  • Preventing customer churn
  • Creating content
  • Event planning

Harness the Power of Buyer Intent Data and AI to Skyrocket Lead Quality

Hushly’s AI engine lets you harness the power of buyer intent data and behavioral data you’re already collecting through your website. Using algorithms like Netflix or Amazon, you can create a hyper-personalized experience with minimal effort. The result? An increase in lead conversions by 51% and lead quality by 59%!

Want to learn more about how Hushly uses intent data? Read the FAQs.

How to Microtarget Your ABMs with Intent Data

When you hear the word microtargeting, it’s usually not mentioned in the most favorable light.

The Cambridge Analytica scandal is often the first thing that comes to mind.

But intent data and microtargeting don’t deserve to be painted with such a broad brush.

Of course, people will always seek to exploit vulnerabilities and data – but it can accomplish some amazing things too.

The line between good and evil all comes down to two key factors: Good intentions and consent.

Cambridge Analytica had nefarious intentions to sway elections – not just in the US, but around the world.

With ABM intent data, you can use microtargeting to create the best experience for your leads.

You’ll build firmographic profiles to understand key accounts instead of psychographic profiles to manipulate emotions.

All the data you use to microtarget them either comes from anonymous signals or first-party website data. In other words, you can follow strict GDPR regulations and develop a consent-based relationship.

How to Microtarget ABMs with Intent Data: 7 Strategies

People often wonder how you can personalize every touchpoint along the buyer’s journey when it looks like this:

Gartner

However, the real question is, how can you afford not to?

Your buyers only spend about 17% of their journey reaching out to sales teams. That 17% is spread out across all potential vendors too. In other words, you only get about 2% to 5% of their undivided attention.

ABM intent data with microtargeting fills in the gap. Artificial intelligence and other tools meet leads where they’re at – both physically and within the sales journey – with personalized content.

1. Know Which Accounts Deserve the Most Attention

Intent data signals come from all kinds of places: lead forms, B2B blogs, webinar sites, etc. When a visitor arrives at your website, this information is invaluable.

ABM intent data can help you with lead scoring once a visitor eventually provides their email address. You’ll know right away which accounts are considering your company and how far along they are in the buyer’s journey.

You’ll also have an idea of which competitors a lead is considering. Not only does this help you microtarget the individual lead, but it also gives you an idea of which competitors to follow in the future.

2. Use ABM Intent data to Intervene Before Customers Churn

Why should you only use ABM intent data for new leads? Microtargeting is just as useful for connecting with current customers.

80% of buyers have switched vendors within 24 months due to a poor experience.

Intent data can alert you if a customer is investigating competitors. It can also let you know if a customer isn’t using all your product features.

You can intervene and improve your experience before the lead ends up jumping ship.

3. Hyper-Personalize Your Content Experience

72% of buyers say they expect brands to personalize the experience based on their unique needs. Furthermore, 69% say they expect an Amazon-like experience from B2B brands!

Amazon is a goldmine full of first-party intent data. It functions more like a search engine where consumers can research products, brands, and reviews before committing to a purchase.

You can create your own treasure-trove of first-party intent data by using an AI engine to personalize your website experience. As visitors consume your content, like case studies and podcasts, you can gauge where they’re at in the buying cycle.

The algorithms will continue feeding each visitor content that gently guides them down the sales funnel – allowing leads to self-nurture.

That’s why ABM intent data is so useful for improving lead quality. AI-driven personalization can supercharge lead quality by 59%.

4. Use ABM Intent Data to Pinpoint Firmographics

Firmographics are critical for building comprehensive personas. You need firmographics and personas to create the most relevant content – in terms of topics, format, and length.

ABM intent data uses signals from external sites to pinpoint data like:

  • Company name
  • Geolocation
  • Job role
  • Duties and pain points
  • Market share
  • Favorite media outlets
  • Preferred media formats

Use this information to find patterns. You might notice that C-level leads prefer videos while end-users consume eBooks.

5. Promote Upsells and Lifetime Value

Your chances of selling to an existing customer run up to 70%. Your chances of converting a new lead, however, are 20% at best.

ABM intent data can tell you if a customer faces certain problems you have services to solve. It might also let you know if they’re researching the services you provide from other websites.

Other than preventing churn, you can jump into action by recommending products or services as upsells that a current customer might find useful.

6. Build Stronger Social Selling Strategies

Here’s the part where AI brings a human element to your marketing strategy. You don’t have to – and shouldn’t – put your entire marketing strategy on autopilot.

Instead, use your ABM intent data to nurture leads where there’s an opportunity for conversations.

Some industries drive half of their revenue from social selling tactics – especially IT and SaaS industries.

Rather than casting a wide net with cold messages, use intent data to guide your social selling strategy, and target the right accounts.

Use the data to offer relevant content suggestions and useful information instead of salesy texts.

7. Use LinkedIn Account Targeting

LinkedIn specifically offers a full suite of tools for microtargeting leads with intent data.

While Facebook only lets you target by company or industry, LinkedIn enables you to choose a company, job role, or even individual people. You can upload a spreadsheet with your lead data, too, and tell LinkedIn to find them.

From there, create personalized landing pages for each company, job role, or individual you want to target and design your microtargeted ad.

Personalize Your Website with AI and Intent Data

Hushly’s AI engine lets you harness the power of ABM intent data. You can provide a completely unique experience for every website visitor using the same kind of algorithms as Netflix and Amazon. uHush

The Hushly system also ensures you’re only collecting accurate data from genuine consenting leads.

See intent data and personalization in action now with the Adaptive Content Hub.

7 Critical Questions for Evaluating B2B Intent Data Providers

Technology can’t predict the future quite yet, but we get closer every day.

Tools like predictive analytics, machine learning, and intent data can help you piece together the buyer’s journey.

The buyer’s journey isn’t at all linear.

Gartner

How can you possibly understand where a lead is at any point in time? Intent data uses first- and third-party sources to understand why someone is visiting your website.

You can expect intent data to explode next year as Chrome and other browsers phase out third-party cookies.

But like other types of data, intent data isn’t all created equal. Some B2B intent data providers source information from questionable sources, putting you at risk for privacy violations or bad intel.

Why is Choosing the Right B2B Intent Data Provider So Important?

Intent data is empowering when it’s accurate and follows privacy laws.

When you know a visitor’s intent behind interacting with your website or product, you can use that information for things like:

  • Building an account-based marketing strategy
  • Personalizing your website content experience
  • Preventing churn from existing customers
  • Improved lead scoring and nurturing
  • Highly targeted social media ads

If your provider gives you bad data, this could throw off your entire marketing strategy – setting you back in both lost money and qualified leads. Over a third of all B2Bs say leveraging data is their biggest hurdle towards improving the customer experience. The last thing you need is more bad data in the mix.

Choosing a provider requires a lot of trust. Most B2B intent data providers won’t want to give up their trade secrets to anyone who asks. That’s reasonable, but it also creates the perfect environment for scams and exploitation.

As intent data grows in popularity, expect to see more shady businesses getting into the game.

How to Choose the Right B2B Intent Data Providers: 7 Things to Look For

It’s crucial to nail down how you’ll use B2B intent data in your marketing strategy so you can ask the right questions.

1. Where Do They Get Their B2B Intent Data?

Some B2B intent data providers might only give you the information they’ve collected from their own websites.

Meanwhile, others might only partner with a handful of B2B blogging websites. Any reputable provider should at least tell you a handful of sources to back up their claims.

Don’t forget to investigate these sources individually too.

2. How Do They Verify the Accuracy of Their Buyer Intent Data?

Collecting data is one thing. Making sure it’s accurate is a whole different story.

62% of businesses rely on data up to 40% wrong to drive their marketing decisions. Not only does bad data contribute to 40% of failed objectives, but it also costs you money to get rid of.

Once bad data enters your system, it takes $10 to scrub later and $100 if you do nothing.

ZoomInfo

Ask B2B intent data providers how they verify their data is correct. Do they cross-reference it with public data on LinkedIn? Do they filter out free email domains? Do you have to pay up even if the leads aren’t genuine?

Hushly, for example, uses public information and business emails to verify every lead. We also never require payment to use our platform – you only pay a flat rate for each genuine lead.

3. Which Intent Signals Do They Track?

You might be surprised to learn what some brands consider B2B intent data. Some providers might only track one or two signals. That doesn’t give you a comprehensive picture of intent, necessarily.

Ideally, a B2B intent data provider should compile a nice profile from signals like:

  • Lead magnet downloads like eBooks and case studies
  • Event RSVPs
  • Display advert clicks
  • Search engine keywords
  • Social mentions and engagement
  • On-site and off-site website visits

4. How Do They Collect Their B2B Intent Data?

Asking how a B2B intent data provider collects their information can help you weed out discrepancies.

It’s easy to say “we get our data from xyz” when you ask where it comes from. Asking how forces the provider to describe the process a little bit.

Do they scrape keywords? Research publishers? Monitor mouse behavior?

Is it bidstream data, or does it come from a co-operative of publishers?

Are they collecting cookie data? If so, what’s their plan for when Google and Apple move away from cookies next year?

They should also be able to tell you how they judge which signals are strongest and worth collecting.

5. Does Their Buyer Intent Data Abide by Privacy Laws?

This is a big one because there’s a lot of gray areas in data collection right now.

First-party intent data is much easier to track, but third-party data can get a little controversial.

Your B2B intent data provider should clearly state on their site that they’re complying with GDPR guidelines. In many cases, intent data is anonymous and tracked by session or account – not necessarily tied to individual names.

6. How Old is Their B2B Intent Data?

Everyone knows how quickly data becomes outdated. People change roles and jobs all the time.

Every year, over a third of all job titles, email addresses, and company names will change.

If you pay for intent data, you should expect it to be up to date. Outdated data means you’ll never be targeting leads at the right stage of the sales funnel.

Providers know bad data is a huge problem across B2B, so they should be willing to explain how they keep their data clean.

7. How Can You Integrate Their Buyer Intent Data with Your Martech Stack?

Raw data won’t do you any good. You need current and comprehensive buyer intent data that seamlessly integrates with your current marketing tools.

Hushly, for example, puts intent data to work instantly when you launch the platform because we’ve partnered with 6Sense.

The point of intent data is to save you time and energy – not make your job harder.

Use B2B Intent Data and AI to Power Your Website Personalization

We’ve partnered with 6Sense to help you harness the power of clean intent data for your B2B website.

6Sense uncovers signals across the B2B web and matches them to key accounts. When those accounts visit your website and interact with Hushly, they get a personalized experience based on intent data.

Ready to learn more about the power of intent data for personalization? Download the eBook to see how Hushly and 6Sense work together to create unique content experiences for everyone – whether known or anonymous.

How to Engage and Retain Users on Your Website

Do you ever get the feeling it’s just not working out with your B2B website?

Maybe your page sessions aren’t as high as you’d like, or visitors simply aren’t sticking around to consume your content.

Forrester analyzed 60 B2B websites to see where they stacked up on key engagement features and capabilities.

They all performed poorly.

Forrester eventually had to lower their point threshold just to get four websites to pass.

Many B2Bs can improve their engagement by putting visitor’s needs/problems first. That includes designing a user-first website and creating non-salesy content.

This post will cover how to engage users on your website and keep them coming back.

What Metrics Can You Use to Track Website Engagement?

First, you’ll want to figure out where your engagement stacks up and what to track in the future.

You have two options: external and internal engagement.

External engagement includes things like:

  • Backlinks
  • Social shares
  • Mentions
  • Messenger apps
  • Email

You can track external engagement like shares and mentions with social listening tools like BuzzSumo or Sprout Social.

Internal engagement includes metrics and KPIs from across your website:

  • Lead conversions
  • Sales
  • Pages per session
  • Time spent on your site
  • Time spent on each page
  • Bounce rates

Each metric works better when you look at the broader picture. For example, your page sessions might be low, but visitors spend ten minutes on your page. That means they find your content valuable enough to read thoroughly.

Try to narrow down a few key figures, so you stay focused on your goals.

Do you want visitors to consume more pieces of content? Share more articles with others? Spend more time on each page?

How to Engage Users on Your Website and Retain Attention

Engagement can take time to figure out. It might sound tempting to overhaul your entire site, but it’s smarter to work incrementally.

Small changes let you A/B test so you can identify where the biggest problems are and move forward.

Speed Up Your Website

Before making any significant changes to your content, make sure your website passes the speed test. Under three seconds is mandatory, but under two is ideal.

With access to high-speed internet access and soon 5G, people expect websites to load in the blink of an eye – literally. Free tools like Pingdom tell you how long it takes your website to load and show what you need to fix.

How to Engage Users on Your Website with Niche Content

Did you know 68% of B2Bs don’t even like their own content? If they feel that way, imagine what their leads think.

A 2018 Forrester study found that 57% of buyers say the content they receive is useless – a figure that increases every year. Meanwhile, 66% say businesses give them too much material.

In other words, B2B websites are flooding the internet with useless content.

Dig into those pain points and scour internet forums to figure out how you can create authoritative and useful content for specific personas and stages.

Forrester

Optimize Your Navigation and Design

Buyers are already pressed for time. 73% say they have less research time than ever. If they have to dig through your website to find what they need, they’ll go somewhere else.

You can help make their job easier by organizing your content differently in an interactive content hub.

58% say it would help to see content organized by vertical or industry so they can find something relevant. Meanwhile, 68% want to see categories based on pain points or issues.

How to Engage Users on Your Website by Removing Forms

Forms don’t do anyone any favors.

When a lead visits your website and sees a form, they’re not going to hand over their email address so they can keep browsing. They’ll just hit the back button.

Forms cost you massive engagement.

Instead, find a happy balance between gated and ungated content.

Give everyone a hefty content preview and ask for an email to send them the full download.

For marketing teams that still require a traditional form for internal reasons, use smart microforms instead.

With smart microforms, you’ll only ask for a business email – the form auto-populates the country field. Auto Enrichment will take care of the firmographic gaps!

A smart microform can even prevent fake emails, competitor registration, and free email domains from getting through.

Hushly

Create Different Types of Content

Not every type of buyer wants to consume blogs.

Some might prefer listening to a podcast or the audio portion of a video while they multitask, for example. Others might want to dig into your use cases with eBooks.

If you don’t create content people want to consume, they won’t engage with your site.

Engage Users on Your Website with Content Bingeing Features

Over half of buyers say they’re willing to binge content for up to 20 minutes if it’s in an interactive format.

Using an AI engine, you can offer the same content bingeing feed and personalized recommendation as Netflix or Amazon.

Leads get a continuous feed of relevant content in several formats so they can research and self-nurture at their own pace.

Provide Social Proof to Engage Users on Your Website

Testimonials, case studies, and even user-generated content can all be extremely useful for nurturing leads. But there’s a catch: They must be genuine and provide value.

Take an account-based marketing approach. Nail down specific industries, verticals, and pain points. Case studies are often way too general.

How to Engage Users on Your Website with Personalized Popups

The average B2B website engagement rate is a shocking 90%. Personalized content in exit intent popups, however, can bring your lead conversion rate to over 51%.

You’ve probably seen 30 exit intent popups today alone. Everyone uses them to collect email addresses. Instead, however, use them to recommend personalized content:

Hushly

Use AI to Boost Content Engagement by 305%

Interactive content is essential for encouraging engagement. That’s why adding Hushly’s AI engine to your site can skyrocket engagement by 305% and lead quality by 59%.

AI brings the same hyper-personalized experience as Netflix to your B2B website. Visitors can binge your content with relevant recommendations.

Get the facts on AI. Check out Hushly by the numbers to see how it works.

How to Use AI to Personalize Your B2B Marketing Strategy

When you think of personalization in digital marketing, what type of strategy comes to mind?

According to Gartner analyst and VP, Jennifer Polk, most marketers imagine how to personalize marketing from the wrong angle.

Polk says if you think “I need to make Justin’s experience totally different from Samantha’s, and Samantha’s experience completely unique from Bob’s,” your entire strategy becomes a false construct.

The point isn’t to make everyone’s experience different – it’s to make every individual experience relevant.

Artificial intelligence lets you accomplish both while only doing half the work.

You can deliver a unique experience for every visitor by creating relevant content for specific groups and letting AI do the challenging part: getting it in front of the people who need to see it at the right time.

Here’s how to personalize your B2B marketing strategy with help from AI.

3 Benefits of Personalized Marketing in B2B

Despite its importance for lead generation and widespread use in B2C, many B2Bs still haven’t managed to scale or implement high-level personalization strategies.

In fact, estimates say 80% will abandon their data-driven personalization strategies by 2025 citing poor ROI. You can’t ignore the benefits of personalized marketing anymore because your leads and current customers expect it.

1. Your B2B Visitors Want the Benefits of Personalized Marketing for Themselves, Too

Consistently producing content is important, but without personalization, it gets ignored.

A Forrester study revealed that millennials make up 33% of B2B buyers in 2019, a figure expected to reach 44% in five years. More than half of millennials in the study agreed on two things when asked about B2B content: Vendors give them too much and most of it is useless.

Nearly three-quarters of buyers admitted in a separate study that they struggle to find the time to sort through material looking for something valuable.

A personalized website experience empowers your visitors and helps them to do their job.

Gartner

2. It Builds Trust and Shows You Care

By the time a lead converts into a buyer, they’ve consumed 13 content assets from your brand on average. Keep in mind this includes a mix of first- and third-party material about your brand.

Those 13 pieces also include several types of content – such as eBooks and case studies – which buyers use to evaluate your products, learn about your value, and see if you’ll live up to expectations.

You can’t establish trust without conversations, and you can’t have conversations online without high-quality content.

3. Personalization in Digital Marketing is Cost-Effective and Improves Lead Quality

You can employ high-level personalization with AI effortlessly yet earn $20 ROI for every $1 spent.

When someone decides to get a new tattoo, what’s the first thing they might do? After putting a basic idea together, they’ll research the portfolios of several artists to find someone who can add the ideal personal style.

Personalization in B2B digital marketing works the same way. Beyond trust, it helps visitors to figure out if you’re a good fit for their needs and culture. That’s why knowing how to personalize marketing properly improves your lead conversions by 51% and boosts lead quality by 59%.

How to Personalize B2B Marketing with the Power of AI and Machine Learning

Only 5% of B2Bs implementing personalization felt confident in their efforts before the pandemic economy struck.

If you’re not totally happy with your strategy, don’t stress – you can still reap the benefits of personalization.

Create a Content Marketing Strategy for Different Firmographics and Stages

Personalization is nothing without relevant and valuable content. Strategy isn’t just a fancy word, it matters: 69% of B2Bs with top-performing content document their strategy but only 16% of the least successful B2Bs can say the same.

You’ll need to create content with two tiers of segments in mind: firmographics and stages of the buyer’s journey, or “jobs” as Gartner calls them:

Gartner

For firmographics, you’ll want to create personalized assets for distinct job roles and, ideally, companies as part of an account-based marketing strategy.

Don’t be shy about investing in content for current customers – like tutorial videos or infographics. These assets show leads how you can help them post-purchase AND prevent customer churn via digital customer service.

Organize Your Content by Verticals and Pain Points

It’s not enough to personalize the content itself. Sixty-eight percent of buyers say they’d like you to categorize your content by pain point or issue. Meanwhile, 58% want to see it organized by vertical.

An AI engine lets you do both via an adaptive content hub. Similarly, machine learning provides an interactive experience, which buyers say could entice them to spend up to 20 minutes browsing a single site.

Here’s an example from the Hushly adaptive content hub:

Use Content Bingeing and AI to Empower Leads

Amazon sets the standard for ecommerce. First, it was two-day shipping, then one-day, and now same-day delivery in some cases. Amazon also sets the standard in experience – yes, even for B2B buyers.

By adding an AI engine to your website, leads can browse your content at their pace without blockades from intrusive forms.

Dead end landing pages and lead forms are replaced with endless streams of recommended content based on browsing behavior and innovative intent data. It uses the same bingeable and personalized algorithms as Netflix with one difference: it chooses content to guide leads down the sales funnel.

Find Company Influencers and Conversation Starters

Finally, you can’t personalize an experience without some good old human conversations. Start with two sets of influencers: one for your company and one for your target industries or accounts (for ABM).

Enlist people on your team to act as ambassadors. They won’t outright sell your brand – they’ll just talk to your audience in comments and posts.

Say Goodbye to Poor Lead Quality with Hushly AI Engine

Hushly’s innovative personalization platform is proven to improve lead quality by 59%. The AI-driven personalization lets buyers research at their own pace while gently guiding them toward conversion.

You’ll only collect verified information from leads who genuinely want to stay in touch with your brand.

Find out how adding an AI engine to your B2B site can improve lead conversions, quality, and engagement.

8 Step Checklist: How to Reduce Your B2B Website Bounce Rate

Website bounce rate is one of the most misunderstood metrics in Google Analytics – often confused with the exit rate.

As Google explains, a bounce is a single-page session. If someone clicks on a blog post link from social media, reads the article, and returns to their newsfeed afterward, that’s a bounce.

Google Analytics tells you the individual bounce rate for each page as well as the average across your website.

If a high bounce rate tells you people are leaving your site, that’s not good, right?

Not necessarily. It depends. For some pages, you’ll certainly want to learn how to reduce your bounce rate. For others, however, it’s not so important.

What’s a Good Bounce Rate for B2B Websites?

Like most metrics, the B2B bounce rate benchmark isn’t set in stone. By crowdsourcing an answer on Quora, we can see 40% to 60% seems to be the agreed “good” range for B2B websites.

But what about minimalist PPC landing pages with a single CTA? Or FAQ pages?

Shouldn’t those have high bounce rates because the visitors either converted or found what they needed?

It really depends on the goal of each page. With content, your goal is to hook people and encourage them to keep clicking. A high bounce rate for your content hub or homepage signals there’s something wrong with your:

  • Speed
  • User experience (UX)
  • Design and navigation
  • Content quality and headlines

How to Reduce Your B2B Website Bounce Rate

Some strategies for reducing your bounce rate are simple fixes. Others, however, require you to take time to rethink and adapt how you approach your content experience.

1. Figure Out Which Pages Need Improvement

Don’t look at your bounce rate alone to judge your engagement and performance. Make sure to analyze other metrics like:

  • Pages per session
  • New and returning visitors
  • Time spent on each page
  • Conversion rates

A high bounce rate across all pages – including your homepage – definitely warrants a closer look. Don’t worry about landing pages too much since they serve a specific purpose – unless that purpose is to drive traffic to a second page.

Start with your homepage or low-performing blog posts.

2. How to Reduce Your Bounce Rate by Breaking Your Reliance on Social Media

Social media is great for reaching new audiences, building relationships, and boosting brand awareness. However, traffic from social media tends to deliver the second-highest bounce rates – just behind display ads.

When people click on your blog post from their social feed, they’ll read it and hit the back button when they’re finished. Whether consciously or subconsciously, your blog was a side quest from the main quest of scrolling social media.

Devote some more time to keyword research, SERP rankings, and even email marketing. Organic traffic delivers lower bounce rates and higher session times by far.

CXL

It’s also smart to focus on building your referral traffic, which can be quite sustainable. Look for new guest blogging opportunities and syndication.

3. Make Sure Your Site is Mobile-Optimized

Up to 70% of B2B searches happen on mobile devices, so optimization is critical.

There’s nothing less mobile-friendly than a lead magnet form. You can optimize a form all you want – it’s still a form standing in the way of content.

Buyers – especially young buyers – are more likely to hit the back button and look elsewhere for the information they need. To reduce bounce rates, get rid of forms. It can even boost your engagement by 3x and lead quality by 59%.

4. How to Reduce Your Bounce Rate with an AI Engine for Personalization

When it comes to personalization, business buyer expectations mirror that of consumers. 72% expect hyper-personalization and an Amazon-like experience:

Salesforce

An AI engine is the only way to personalize your website in real-time with visitor behavior. AI gives your visitors the Amazon-like experience they expect because it uses similar algorithms to select personalized content recommendations. 

It’s no surprise that 84% of businesses expect to see ROI from AI within a year through better engagement and lead nurturing.

5. Speed Up Your B2B Website

No one likes a slow website. With 5G, the demand for instant gratification will only grow stronger. Your website should load in under three seconds – ideally two.

You can use tools like Pingdom to check. WordPress plugins can compress images for you instantly, clear caches, and clean up file issues. However, some fixes – like redirects – are best left to an expert.

6. How to Reduce Bounce Rate by Rethinking Your Exit Intent Popups

If you want to know how to reduce bounce rate, jump on the exit intent popup bandwagon. Be careful, though. No one wants to be confronted with a form as they’re trying to leave your site.

Instead, use an AI engine to catch your visitors with relevant content based on their reading behavior.

Hushly

7. Kick Your Content Quality Up a Notch

Sometimes, a high bounce rate tells us we need to improve our content quality. Ask yourself these questions:

  • Do your headlines match the content’s copy?
  • Are you including enough internal links and CTAs around your copy?
  • Is your content too general to resonate with visitors?
  • Are you creating the right types of content (blogs, eBooks, podcasts, etc.) for every stage?

8. Reorganize Your Content

Business buyers say they’re more likely to binge content for up to 20 minutes if it’s organized properly.

68% would like you to organize your eBooks, case studies, and blogs by pain point or issue. Another 58% say it would be helpful to see categories based on industry or vertical.

Remember, your content organization should make your visitors’ lives easier. Help them find what they need from you with minimal effort and employ content bingeing features.

Engage Audiences with the Power of AI

Hushly’s AI engine helps you improve website engagement while you sleep! Using the same algorithms as major brands like Netflix and Amazon, the Hushly engine study’s each visitor’s behavior to provide personalized content recommendations. You can create a content experience that allows leads to self-nurture at their own pace.

Learn how Hushly AI can reduce bounce rates by seeing it in action with the Adaptive Content Hub.

5 Lead Nurturing Tactics You Need to Earn Trust

When you start your journey for a new product – like running shoes or a laptop – you don’t buy the first product you see, right?

No, you probably start by seeing what new styles or features are available, researching prices and technology, watching videos, and reading reviews.

You follow a certain strategy to see if a product deserves your trust.

B2B buyers are the same way. The journey might look a lot different and there are more people involved, but you still have to earn their trust using different strategies.

Like B2C, you’re living in a buyer’s market. Your B2Bs have more choices and resources than ever – the journey is in their control.

That’s why it’s important to empower leads rather than push them around. Lead nurturing tactics should focus on slowly earning trust through valuable content, personalization, and human conversations.

5 Lead Nurturing Tactics to Build Authority and Trust

When you meet a new friend or go on a first date, you typically look for red flags and green lights that signal someone’s a trustworthy person or not. Your leads run through a similar checklist.

Sure, everyone’s needs might look a little different, but you should make it as easy as possible for leads to find what they need and learn about your brand.

1. Create Content for Every Firmographic at Every Stage

Most B2Bs have adapted to changing expectations but 41% still don’t have a documented content marketing strategy.

You need consistent and valuable content if you want to empower your leads. It’s a personal choice for each brand to dictate their goals. However, some smart content goals include:

  • PR materials to explain your company mission, values, and culture
  • Informative blogs and eBooks to educate on your industry pain points and tips
  • Thought leadership pieces to highlight the nuance you bring
  • Use cases and case studies to show the value of your product or services
  • Tutorials to help customers make the best use of your product

Notice anything? Each point on the list applies to a specific firmographic at a distinct stage of the sales process.

Keep in mind that content designed for one stage helps to empower buyers at every stage.

For example, a page filled with useful tutorial content like explainer videos, infographics, troubleshooting, and maintenance is usually designed to prevent customer churn. However, a lead might also notice the tutorials and note their value while deciding between your brand and a competitor.

Hushly

2. Swap Lead Magnet Forms for Self-Nurturing Landing Pages

Lead magnet forms are dead. There’s just no way around it.

Think with Google estimates that 70% of all B2B searches happen on mobile devices. Forms are the opposite of mobile-friendly.

Look at it this way. Say you’re in the market for a new laptop, so you’re researching specifications from your phone, lounging on the couch. You click a link, but the website throws a form at you and says you have to fill it out if you want to access the blog.

Nine times out of 10, you’ll just hit the back button and try a new link. You don’t want some random site to have your email address.

Buyers agree and they carry the same attitude with them when they go to work.

Self-nurturing landing pages give leads a sample of your content. When they get to the bottom, they can either give you their email address or browse another blog recommended by the algorithms.

The AI satisfies the demand for bingeing relevant content and guides them down the sales funnel without confronting visitors with an intrusive form.

3. Use AI-Driven Content Hubs to Organize by Pain Point or Issue

B2Bs spend more time researching alone than contacting sales teams. However, 73% say they’re still pressed for time while they research and wish you would make your content easier to find.

An AI-driven content hub lets you organize your assets by pain point or vertical – which 68% and 58% say they’d love, respectively.

Buyers consume an estimated 13 pieces of content from a single vendor during the journey. You can either make it easy for buyers to find what they need or let them build trust in your competitor’s content. AI provides the former.

4. Create Personalized Email Journeys with Lead Nurturing Tools

Email is often one of the first marketing strategies businesses automate because it’s easy to implement and track.

Any modern email service provider should give you all the lead nurturing tools you need to personalize every subscriber’s journey.

Go back to the drawing board where you came up with buyer personas for firmographics, verticals, and stage of the sales funnel. Use these segments to create email campaign segments.

You’ll design a unique set of buyer journey emails to introduce leads gradually yet assertively to your brand. Stick with a single topic for each campaign. Using triggered emails and metrics, you can track the most active subscribers and place them into different categories based on engagement.

For example, you might start with a general email series for nonprofits but later segment the content by job role once a subscriber clicks a link in the first campaign.

5. Launch Genuine Conversations with Social Selling on Relevant Lead Nurturing Channels

Did you know some industries – specifically those in tech and software – see 50% of their revenue coming from social selling tactics?

People crave human interaction, especially now with everyone spending so much time indoors and away from events.

Use LinkedIn, Twitter, and other lead nurturing channels to build genuine conversations with your audience. LinkedIn offers a CRM feature you can incorporate in the Sales Navigator to track your social selling progress.

For a deeper dive, figure out where your leads hang out on Reddit and participate in conversations there (without outright promoting your brand).

social selling

LinkedIn

Add AI-Driven Personalization to Your Site Now

Like any new relationship, you must strive to build trust with your leads. Lead nurturing tactics should use content, conversations, and data to work with the power of AI. Artificial intelligence is the only way to nurture leads at any stage of the sales funnel – whether you’ve collected their email or not.

Learn how adding an AI engine can increase lead conversions by 51% and lead quality by 59%!