“AI is becoming more than just mainstream…It’s becoming a way of life.â€
That was a key takeaway from a 2019 report released last month by sales acceleration platform InsideSales entitled, “State of Artificial Intelligence for Sales & Marketing.â€
Indeed, as any marketer following tech developments in our industry can confirm, artificial intelligence has been transforming digital marketing for a while now.
With shiny new developments in AI announced on a regular basis, I’ve become fascinated in the many ways they can be used to enhance a company’s marketing campaigns and overall operations. I’ve written about various martech tools now incorporating AI to provide advanced solutions to various marketing sectors, including influencer marketingOpens a new window , PR crisis managementOpens a new window and chatbots.Opens a new window
I’ve been reading in recent weeks about the growing power of AI-driven digital sales assistants and their benefits to the bottom line. AÂ few years ago, I was skeptical that such a tool would ever be more than an advanced chatbot. I was wrong.
While marketers like me have started to take note of the rapid evolution of this segment, so too have investors:Â Zoovu, a start-up developing an artificial intelligence digital sales assistant platform, recently closed its Series B fundingOpens a new window of $14 million.
So, with interest, investment and application of AI sales assistants growing rapidly, I want to look at what makes this technology so useful.
Engaging with customers across various touchpoints
These AI-powered sales assistants are far more than a chatbot on your site to help answer customers’ questions.
They can engage with vast sets of consumers before, during and after the point of purchase.
- Before: such AI platforms can reach out to potential clients via email and text message, gathering data on their needs, qualifications and contact details. Not only does this help improve sales leads, it is also a simple way to nurture relationships with customers and build interest in your product or service.
- During: AI sales assistants fill the same need for your website that front-line salespeople do for brick-and-mortar stores. Considering that 90% of Americans are more likely to make a purchase after talking to a knowledgeable associate, this is an important role. Providing personal assistance and guidance to consumers is equally critical online as it is in store. So providing human-like experiences to digital channels has significant sales benefits.
- After: Through their automation capabilities, these digital sales assistants can engage with customers post-sale. This can, for example, be in the form of asking for feedback or sending offers for a product or service that could be useful – which the tool can identify based on the data it has already collected on that company or individual.
Better customer satisfaction and engagement
Every marketer knows that customers want to receive personal attention and support.
Enter a digital sales assistant.
Through artificial intelligence, these tools can provide consumers with the personalization they value. Rather than flooding site visitors with random options and services that are often irrelevant to their specific needs, digital assistants can hold discussions about a customer’s needs in order to find the more appropriate solutions.
This level of personalization is huge. Plus, if a visitor wants more information on a product or service, or to move forward with a deal, the assistant can pass that interaction on to a human salesperson.
This tactic worked well for hair coloring and hair care brand Clairol, which installed a digital sales assistant that helps customers find the product best suited to their specific needs. As a result, instead of sifting painfully through hundreds of products, visitors to Clairol’s website can go through a few simple steps, guided by the AI tool, to discover recommendations for their hair type and hair goals.
Improve conversions and sales
Indecision is a major roadblock for marketers trying to get potential customers over the line from interest to puexhaw.
By providing accurate, valuable and relevant information to each specific potential customer, AI sales assistants can help close sales.
First, they reduce the time consumers need for research, reducing the risk of ‘analysis paralysis’ or decision fatigue. The assistants also provide validation to consumers by making them feel like they found the perfect item or service for their needs.
This sense of empowerment is a major boost for sales during the customer journey. Studies confirm that AI sales assistants positively contribute to customer’s buying confidence and, ultimately, to enhanced conversions and sales.
Marketing leaders interested in exploring this digital assistance should research platforms for their particular business needs. These are some of the top softwares currently available: