How to Meet Your Marketing Objectives in the World of AI
Marketing is not a single activity. Sometimes you need to find new prospects. Sometimes you already know the companies you want to reach but need to identify the right people. In all cases you want to educate potential buyers, create interest, and build trust. And ultimately, you need to determine which prospects are showing enough interest to deserve sales attention.
A successful marketing program connects all these objectives into one continuous process.
The Problem: AI has changed the way we do marketing. It makes finding new prospects more difficult. It is important to provide content that our audience finds useful. And we need better ways to discover what our prospects are interested in.
The Solution: Use the latest marketing tools to find prospects, get the right message to them, learn what they are interested in, target the prospects to turn them into customers.
The following marketing plan describes your road to a successful marketing program.
The problem: AI search has reduced your opportunity to find and reach your prospect list. You need to find a new way to grow your prospect list.
The Solution: Use the Lead Discovery tool: This Lead Discovery platform allows you to search a large prospect database and identify organizations and individuals that match your target customer profile.
The AI-enabled lead discovery tool provides the latest way to collect more prospects. Rather than simply collecting names, you can narrow your search using criteria such as:
Company • Web Domain • Industry • Geography • Job Title • Department • Role • Seniority
For example, a security manufacturer could search for organizations in healthcare, education, manufacturing, or other target markets and then identify people responsible for security, IT, operations, or facilities.
The objective isn’t simply to create a bigger database. It is to create a better database.
The Problem: You already know the company you want to reach, but you don’t know who within that organization should receive your message.
The Solution: Prospect Identification using the lead discovery tool
Once you have identified an organization, prospect identification can help locate individuals whose responsibilities relate to your product or service.
This allows you to direct your marketing toward people who may influence, recommend, specify, or participate in the purchasing decision.
Instead of sending the same message to everyone, you can identify the right prospect, find the right responsibility, and then be able to send the right message.
Finding the right people is only the beginning. Now you need to give them a reason to pay attention.
The Problem: Provide interesting content that can create awareness, educate potential buyers, build trust, generate interest, and ultimately create qualified sales opportunities. It should also help you get through the AI-Email filters.
The Solution: Educational Content Marketing with Automated PublishingThis type of message gives your prospects the information they want, and more importantly reach your targeted audience through AI mail filtering.
Today’s B2B buyer doesn’t need another advertisement. They need answers.
Educational Content Marketing starts with the questions buyers ask rather than the products you want to sell.
Instead of saying:
“Here is what we sell.”
You begin with: “Here is something useful that can help you.”
Articles, videos, guides, webinars, and other educational materials can answer questions about problems, technologies, applications, product selection, integration, costs, and purchasing decisions.
The principle is simple:
Educate → Build Trust → Generate Interest → Sell
Kintronics Media provides a customized publishing platform that automatically distributes educational content through email, newsletters, and social media.
Instead of depending entirely on prospects finding your content through Google, automated publishing allows you to continually place useful information in front of people you have already identified as potential customers.
And there is another important benefit.
Every interaction can provide information about the prospect.
You have identified prospects. You have provided useful educational information. Now you need to know:
Who is paying attention?
The Problem: Determine which prospects are showing interest, what interests them, and where salespeople should focus their efforts.
The Solution: Buyer Intent Signals provides feedbackfrom the messages that you have sent.
Once your educational campaigns are running, engagement begins generating data.
Intent data uses digital behavior and content consumption to provide clues about what prospective customers are researching.
This is where educational content becomes particularly valuable. Educational content can make intent data more informative than engagement with straightforward advertising, because the subject a prospect chooses to learn about provides context for the signal.
Educational content performs two important jobs:
It educates the prospect while helping reveal what the prospect is interested in.
Buyer intent signals can then help prioritize prospects, focus sales resources, and provide salespeople or dealers with useful information before they contact the potential customer.
These solutions can operate individually, but they become more powerful when combined.
This changes marketing from simply distributing promotional messages to creating a continuous process for finding, educating, identifying, and developing prospective customers.
Kintronics Media provides your road to success by helping you discover new prospects, educate them, identify intent, and turn interest into sales opportunities.
If you would like help getting the most out of your marketing budget, please contact us at 914-944-3425, email dennis@kintronics.com, or visit our website kintronicsmedia.com.