Home > Resources > Articles > 7 Result-oriented Marketing Automation Workflows

7 Result-oriented Marketing Automation Workflows

Apurva Pathak | December 10, 2021 | 311 views

Marketing Automation Workflows

Introduction: Lead Nurturing

The leads in your database are there because your brand or service offers them a solution to a particular problem they are facing. Developing and reinforcing relationships with leads is critical at every stage of the sales funnel. How can you do this? By fostering leads. 

To effectively nurture leads, you must first understand their wants, then address their problems, build brand recognition, and follow up until they become buyers.

Campaigns for Lead Nurturing

Lead nurturing campaigns accelerate the process of deepening your connection with a prospect. A lead nurturing campaign has elements like:

Lead Magnets

Offering relevant content, solutions to pain points, and other enticing content like whitepapers, ebooks, and newsletters in exchange for the visitor’s contact information, mostly email, can get you a lead.

Website Landing Pages

Lead magnets are hosted on landing pages to attract visitors and collect their contact information.

Personalized Content

Personalized content engages and holds the visitor's attention. Marketing software generates this tailored material.

Data Segmentation

Every marketing software allows you to segment your lead data based on differentiating metrics like geography, age, and behavior. So, you can understand and analyze your users better.

Content Development

Using case studies and whitepapers to build credibility throughout the buyer's journey shows your capacity to aid customers you can relate to. This type of content nurturing can turn a visitor into a buyer.

Emailers

Engaging and educating your leads via periodic emails can help maintain a consistent communication chain. Your marketing software will send emails through the lead nurturing workflow you choose.

Marketing Automation

Marketing automation, much like robotic process automation, leverages software to automate marketing tasks. Remember those survey and feedback emails you receive now and then? Marketing automation software sends them.

This software helps marketers align processes, technology, and people to achieve marketing goals. It automates and measures marketing tasks like email campaigns or content schedules into workflows to increase operational efficiency and revenue growth. It sends out marketing emails, grows your database, and collects data that helps with your marketing strategy.

It is used in lead generation, lead nurturing, scoring, relationship marketing, cross-selling and upselling, retention, segmentation, ROI measurement, and ABM.

Choosing a Good Marketing Automation Workflow Software

There are thousands of marketing automation software on the market. Consider the following factors to find the best fit:

Features

The more features your software has, the more you can do to entice a prospect to buy your product or service. Features like email campaigns, real-time alerts, lead management, and personalized messaging are great to have.

Budget-Friendly

The software should be affordable so you can easily implement your strategy without creating a hole in your pocket.

Customizable

Ensure the software can be customized to your needs. This may impact usability. However, customization is an important attribute if you want to track any proprietary data.

Channel Integration

It should easily integrate with other channels so it obtains relevant data to send out selected workflows.

Easy to Use

The software should be easy to use and not require any special training so that the execution process is seamless across teams in an agile environment.

Among the most widely used tools, some notable marketing automation tools are HubSpot, Pardot, Demandbase, and Marketo.

7 Result-oriented Marketing Automation Workflows Revealed

After you choose a marketing automation software that meets the above criteria, it gives you access to various marketing automation workflows that help you nurture your leads. By using specific triggers, you can create different workflows to nurture different kinds of leads. A marketing automation trigger is a unique input that activates a certain workflow when specific conditions are met.

Check out these seven effective marketing automation lead nurturing workflows that you should definitely create:

Hot Lead Workflow

This workflow is crucial for your sales team to bag a lead. Set the criteria for a hot lead workflow by considering the lead’s engagement with your content. This workflow falls into the bottom-of-the-funnel (BoFU) phase, where the lead is very close to being converted to a customer.

Lost Opportunity Workflow

If you have lost a lead due to budget restrictions, competitors, or misalignment of your product, design a workflow that gets the lead back into the sales funnel. You can send such leads special offers or discounts, information on your product’s USP, and a regular update on your products to recapture them.

Re-engagement Notification Workflow

Losing hope when engaged leads go cold on you is not an option. Remind them of your brand to wake them from their slumber. Create a trigger when the lead has spent a specific amount of time not interacting with your content. Your workflow will send this lead an email to get it back into the sales funnel. Special offers, new products or services updates, and company news can get the lead’s attention.

New Subscriber Nurture Workflow

This kind of workflow is crucial for gaining new subscribers and moving your existing subscribers through the funnel. It gets new subscribers to engage with your content. Your new subscribers should receive your newest content first, not just regular subscriber emails.

Topic-based Workflow

If you have a variety of content, create a workflow of the most relevant content that might entice your leads. Once a customer visits your website or downloads an ebook or whitepaper about a certain topic, emails with related content on that topic are sent to them regularly.

Event Workflow

Today, remotely conducted events like webinars or seminars have gained immense popularity. Engaging your target audience with the help of events is not a new trick. A pre-event and post-event workflow can help you remain in touch with event registrants. Important information like event details, agendas, and reminders can be sent to them to keep them in the loop.

Lead Nurturing Workflow

A lead nurturing workflow converts leads into marketing qualified leads (MQLs), leads that have responded to your marketing efforts. If a lead comes and fills up a form on your website, requests a demo, or subscribes to a product launch event, then sending them related content can get them closer to being a marketing-qualified lead.

How Utah-based Start-up Chatbooks Grew Their Customer Engagement by 100%

Using Blueshift’s AI-based cross-channel marketing platform, Chatbooks increased their customer engagement by 100%. They achieved higher conversion rates by engaging with customers 1:1 through personalized content and event-triggered campaigns.

“Blueshift enabled us to up-level our campaigns and provide 1-to-1 personalization using dynamic user information. We can now focus on high-intent customers that want to hear my message rather than email blasting and annoying my whole customer base. The results? A +100% increase in email engagement.”
- Stephen Cruz, Lifecycle Marketing Manager, Chatbooks

Wrapping It Up

Leveraging marketing automation in ABM by creating marketing workflows can do wonders for your ABM marketing strategy. 57% of marketers stated that lead nurturing is the most advantageous feature out of all the features of marketing automation software.

FAQ

Why are marketing automation workflows important for lead nurturing?

Marketing automation workflows make sure that your leads get appropriate engagement based on their type so that they get converted into marketing qualified leads.

How to choose a marketing automation software?

Consider factors like UI, ease of use, features, easy integration, and customization before choosing a marketing automation software.

What factors are important for the success of a marketing automation workflow?

Designing workflows for each type of lead is crucial. Other factors include creating appropriate triggers, mapping customer behavior, and maintaining CRM and technology stack.

Spotlight

Return On Now

Increase your website visibility, traffic, and lead flow. Austin Return On Now Internet Marketing LLC, founded by industry veteran Tommy Landry in Austin, TX, provides Internet Marketing Consulting in the following disciplines: Search Engine Optimization, Social Media Marketing, Pay Per Click (PPC) / Search Engine Marketing (SEM), Local SEO, Content Strategy, Content Marketing, and Content Generation, Web Analytics, Demand Generation, Lead Generation, SEO Training, Internet Marketing Coaching and Consulting.

OTHER ARTICLES
ACCOUNT BASED DATA

The 5 Things to Know About Account-Based Marketing

Article | April 29, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Read More
ACCOUNT BASED DATA

5 Steps for Succeeding in Account-Based Marketing

Article | August 19, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

Read More
ACCOUNT BASED DATA

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | September 30, 2022

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

Read More

ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

Read More
ACCOUNT BASED DATA

B2B Buyer Intent Data Providers Bring in Your Next Customer

Article | April 29, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Read More
ACCOUNT BASED DATA

How Buyer Intent Data Gets You More Customers

Article | August 19, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

Read More
ACCOUNT BASED DATA

The 5 Things to Know About Account-Based Marketing

Article | September 30, 2022

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

Read More

ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

Read More
MORE ARTICLES

Spotlight

Return On Now

Increase your website visibility, traffic, and lead flow. Austin Return On Now Internet Marketing LLC, founded by industry veteran Tommy Landry in Austin, TX, provides Internet Marketing Consulting in the following disciplines: Search Engine Optimization, Social Media Marketing, Pay Per Click (PPC) / Search Engine Marketing (SEM), Local SEO, Content Strategy, Content Marketing, and Content Generation, Web Analytics, Demand Generation, Lead Generation, SEO Training, Internet Marketing Coaching and Consulting.

Related News

ACCOUNT BASED DATA

Hootsuite Releases an Enhanced Inbox to Help Digital Marketers Streamline Their Customer Service Experience on Social

Business Wire | May 30, 2023

As the global leader in the social media management space, Hootsuite understands the wild nature of social and the flurry of messages and conversations that social marketers are constantly struggling to manage. To strengthen its dedication to addressing the ‘always-on’ customer service challenges faced by social marketers, Hootsuite unveiled its latest and enhanced tool, Inbox. According to Hootsuite’s 2023 Social Trends Report, 49% of organizations make social customer service the responsibility of the marketing team, while 40% of consumers expect brands to problem-solve in the channels of their choice (e.g., Instagram Messenger). Marketing teams now have to manage yet another channel, become customer service agents, and address their customers’ inquiries within the social channels they live on. As social media managers see customers increasingly turn to private messaging for customer service inquiries, Hootsuite developed an Enhanced Inbox to enable timeless and seamless social inquiry management. Inbox encourages efficient collaboration among internal teams, and offers a suite of features to streamline responses and speed up service. “Our social team polled customers to understand their pain points on social, and what we heard was that our customers’ greatest struggle is not being able to engage with their customers and respond to inquiries 24/7,” said Natalia Williams, Chief Product Officer, Hootsuite. “Our product development strategy has been deeply anchored in making our customers’ day-to-day easier. Upgrading our Inbox tool to simplify, accelerate and empower users to provide exceptional customer service and ultimately propel their business growth takes our commitment to the next level.” Inbox provides a centralized platform for social media marketers to manage all DMs, with new embedded functionalities that make responding to inquiries more efficient, without jeopardizing a quality response. SMMs and customer service teams can now easily collaborate with multiple teams to quickly resolve customer messages, automate service, offer social value and protect their brand. “Prior to using Hootsuite’s new Inbox, we didn’t have a social care team,” said Santiago Garcia Solimei, Global Head of Social Media & Brands PR, Meliá Hotels International. “Now we have dedicated resources answering users through over 500 social media accounts, allowing us to be unified in our brand voice across the board.” The key features of Inbox equips Hootsuite Business and Enterprise users to: Manage conversations in one place with one centralized inbox for all public, private, organic and dark post conversations across social channels. Search for messages and comments across all social channels. Easily collaborate with multiple teams/departments efficiently and confidently by using message routing to assign responses to the right individuals and teams. Improve collaboration across teams with assignments, agent collision avoidance, skill-based routing, and more. Speed up response times, simplify, and automate service with saved replies, autoresponders, and auto-prioritization of messages based on SLAs and response times. Connect to existing CRMs and chatbots to enable better service and deeper insights into the value of a conversation. Bring social conversations into existing customer intelligence platforms. Get insights to improve performance by reviewing, analyzing, and reporting on activity and performance to better understand the value of service. Add CSAT surveys to measure and improve customer satisfaction by sending CSAT surveys in the customer’s language based on business rules. Monitor potential crises by tagging, searching and setting up alerts to monitor conversations and catch potential crises before they occur. Keep the conversation going on the move and stay connected by viewing, filtering, assigning and replying to conversations with Hootsuite’s mobile app. Combine social profiles by linking customer profiles across social channels together to get a holistic view of messages across multiple social networks. Enable automatic language detection to trigger auto responders in a customer’s language and automatically route conversations to teams with specific language skills. For more information on Inbox, visit our website here. About Hootsuite Hootsuite helps customers harness the power of social to ignite their brand and business. As the global leader in social media management, Hootsuite powers social media for brands and organizations around the world, from the smallest businesses to the largest enterprises. Hootsuite’s unparalleled expertise in social media management, social insights, employee advocacy, and social customer care empowers organizations to strategically grow their brands, businesses, and customer relationships with social media. Hootsuite Academy, the industry-leading online learning platform, empowers education and growth through a wide range of certifications and has delivered over 1 million courses to students worldwide.

Read More

ACCOUNT BASED DATA

Sprinklr AI+ Supercharges Customer Experience Data for Deeper Insights, Better Decisions, and Faster Actions

Business Wire | May 25, 2023

Sprinklr (NYSE: CXM), the unified customer experience management (Unified-CXM) platform for modern enterprises, today announced the launch of Sprinklr AI+. A new AI-everywhere offering that unifies proprietary AI from Sprinklr with OpenAI’s generative AI, Sprinklr AI+ brings generative AI to customer experience with a commitment to enterprise-level governance, security, and data privacy. Sprinklr AI+ allows enterprises to combine unstructured, CX data from 30+ digital channels – including social platforms, messaging platforms, and millions of publicly available news, blog, and review sites – with generative AI to create content, improve feedback and assistance, and more quickly identify insights and subsequent actions. Sprinklr AI+ incorporates generative AI powered by an integration with the OpenAI enterprise API. This bespoke arrangement includes robust security and privacy terms and demonstrates Sprinklr’s commitment to safeguarding our customer’s data. "We have seen massive demand for generative AI capabilities to improve customer service and employee efficiency. Sprinklr AI+ brings this transformational technology to customer experience at the enterprise level and has the potential to revolutionize the front office for our global customers," said Sprinklr Chief Technology Officer Pavitar Singh. "For us, this is the next evolution of our AI journey to help our customers work better, faster, and more cost effectively, while preserving the level of governance, compliance, and data privacy that the most iconic brands in the world require." Sprinklr is built from the ground up to unify and centralize CX data on one platform. The flexible and modular architecture allows Sprinklr to quickly integrate with the latest and best technology. Sprinklr AI+ is the next evolution of Sprinklr’s AI that leverages more than 1,250 industry-specific AI models, spanning 100+ languages and 150 countries, to process petabytes of unstructured text, audio, video, images, metrics, and time series data and enables our customers to extract structured insights. With generative AI capabilities powered by an enterprise API integration with OpenAI, Sprinklr customers can tap into new features across all four Sprinklr product suites. Sprinklr Service: Sprinklr Service is the only unified omnichannel CCaaS offering on the market. With Sprinklr AI+, Sprinklr’s customers can now supercharge agent productivity with generative AI features like “summarization” and “call notes automation.” This allows Sprinklr customer agents to focus completely on their customer, eliminating the need to take notes during the conversation. It also provides other Sprinklr customer agents or supervisors with a quick overview of conversations without reading entire transcripts. Features like “reply assistance” help agents generate or improve content with a single click, and Sprinklr AI+ provides the ability to automatically extract answers from the knowledge base directly within the platform, ensuring accuracy and consistency. Sprinklr AI+ improves quality management capabilities by automating the quality scoring and sentiment analysis of conversations at scale. And finally, Sprinklr AI+ augments existing conversational AI bots, chat platforms, and the knowledge base with generative AI for writing, translation, summarization and more. Sprinklr Insights: Sprinklr’s AI-powered research platform increases the speed from data, to insight, to action with generative AI. “Topic and keyword creation” with support from generative AI helps customers find the right information more quickly. “Article paraphraser” and “message summary” capabilities provide at-a-glance overviews of detailed articles and content for quick review and action from Sprinklr customers’ marketing and communications teams. Sprinklr Marketing: Sprinklr Marketing is the only unified omnichannel platform for the end-to-end marketing lifecycle. Sprinklr AI+ delivers generative AI-powered suggestions to help our customers build marketing campaigns – including the ability to create tone, voice, and visual style guidelines. Sprinklr customers can also tap generative AI within the platform to assist in brainstorming ideas, personas, CTAs, and USPs. For paid social media campaigns, generative AI helps our customers create and refine social content. Sprinklr Social: Sprinklr Social with Sprinklr AI+ includes publishing, engagement, and reporting tools integrated with OpenAI’s generative AI models to help enterprise social media teams create better content, more quickly, with fewer resources. Sprinklr AI+ gives brands a unified generative AI capability for social media management, customer service, and marketing that is built with enterprise-level governance, security, and data privacy in the design. About Sprinklr Sprinklr is a leading enterprise software company for all customer-facing functions. With advanced AI, Sprinklr's unified customer experience management (Unified-CXM) platform helps companies deliver human experiences to every customer, every time, across any modern channel. Headquartered in New York City with employees around the world, Sprinklr works with more than 1,400 of the world’s most valuable enterprises — global brands like Microsoft, P&G, Samsung and more than 50% of the Fortune 100.

Read More

TARGETED ACCOUNT STRATEGY

6sense Unveils Generative AI Email Writing Feature That Generates Pipeline

Business Wire | June 08, 2023

6sense, the leading platform to revolutionize the way B2B organizations create, manage and convert pipeline to revenue, today announced significant enhancements to 6sense® Conversational Email with the launch of its AI Writer functionality. This new functionality expands on the generative AI capabilities customers are currently using within 6sense Conversational Email to maximize the effectiveness of email outreach and marketing. Leveraging the power of intent, predictive, and other first-party signals with the latest advancements in generative AI, demand generation teams can use AI Writer to efficiently create personalized, targeted, and on-brand email campaigns that engage prospects, and ultimately build pipeline. Emails that compel a response are more engaging and targeted than the informational tone of typical marketing automation emails. Using AI Writer functionality within 6sense Conversational Email, demand generation teams quickly craft tailored emails aimed to trigger a response. The Conversational Email assistant then manages replies, routing conversations to the appropriate seller at the right time. This combination of personalization and scale allows demand generation teams to generate more pipeline more effectively and efficiently. Today’s announcement builds on the 6sense Conversational Email launch in October 2022 which transformed one-way email sends into engaging conversations that book meetings at scale. Leaning on powerful AI models, including GPT-4 combined with intent data and predictive analytics, 6sense Conversational Email delivers hyper-personalized, hyper-relevant emails to qualify and convert leads to sales meetings. “Conversion rates are down across industries, it takes more touches across more buying team members to advance opportunities, and prospect expectations for a deeply personalized experience feel unrealistically high with the tools marketers have been given,” said Latané Conant, CMO at 6sense. “Leveraging our 6sense Conversational Email product and this new AI Writer has been a game changer for our own demand generation team as the generative AI capability has delivered real results, building 10% of new pipeline from accounts engaged.” Maximize Efficiency with Self-Service Capabilities 6sense Conversational Email with AI Writer functionality offers a self-service platform for demand gen teams to quickly create highly engaging email campaigns, saving time and energy currently spent on multiple rounds of writing and editing email content with low conversion rates. Demand generation teams can utilize 6sense Conversational Email and its AI Writer functionality to: Take on the heavy lift of creating contextual emails for various demand gen plays, such as educating low-intent leads, prospecting in-market accounts, and re-engaging lost opportunities. Engage in back-and-forth conversations with prospects via email during hours when time zone constraints might otherwise hinder communication or early in the prospecting cycle, leading to more engaged prospects, better-qualified leads, and significant pipeline, allowing BDRs to instead focus on social touches and live conversations. Link traditional marketing automation and sales engagement platforms together, without replacing existing systems or relying on generic mass-market emails Establish Your Own AI Brand Voice With 6sense Conversational Email and AI Writer functionality, email content always sounds on brand. Each customer trains and customizes their model by uploading their brand style guide, product messages, and contextual content. Designed with B2B sales and marketing email best practices in mind, AI Writer ensures that content is tailored to individual recipients by combining customized product and brand content with predictive intent data to improve the quality and relevance of email campaigns. Next-Gen Email Metrics in the Age Of AI Using 6sense Conversational Email with AI Writer functionality, demand gen teams finally have useful insights that have been difficult to access before, enabling them to evaluate and report on the actual effectiveness of email campaigns in building a net new pipeline. Measuring and reporting impact is critical as current email metrics, such as open rates, are misleading and don’t provide the useful information demand gen teams need to evaluate the efficacy of their campaigns and contributions to pipeline reliably. "The team I'm working with is incredibly hardworking and dedicated, averaging 50 calls daily to new and existing businesses. But with the help of Conversational Email, we've been able to exponentially increase our outreach,” said Walker Smith, Custom Truck Manager of Sales Development. “It's like having five more of us working simultaneously - saving us time and allowing us to reach thousands more potential customers in a single day." Use Generative AI in a Safe and Secure Environment Teams can confidently upload brand documents, pre-release product details, and other internal communications in combination with intent, technographic, firmographic, first-party or other data sources, knowing that content and data are stored in segregated, highly secure environments and not used to train any other models. The systems that deliver 6sense Conversational Email and AI Writer functionality are SOC 2, Type II certified, undergoing rigorous third party security audits confirming infrastructure, systems, applications, data and networking controls. About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AITM is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anythingⓇ, with 6sense.

Read More

ACCOUNT BASED DATA

Hootsuite Releases an Enhanced Inbox to Help Digital Marketers Streamline Their Customer Service Experience on Social

Business Wire | May 30, 2023

As the global leader in the social media management space, Hootsuite understands the wild nature of social and the flurry of messages and conversations that social marketers are constantly struggling to manage. To strengthen its dedication to addressing the ‘always-on’ customer service challenges faced by social marketers, Hootsuite unveiled its latest and enhanced tool, Inbox. According to Hootsuite’s 2023 Social Trends Report, 49% of organizations make social customer service the responsibility of the marketing team, while 40% of consumers expect brands to problem-solve in the channels of their choice (e.g., Instagram Messenger). Marketing teams now have to manage yet another channel, become customer service agents, and address their customers’ inquiries within the social channels they live on. As social media managers see customers increasingly turn to private messaging for customer service inquiries, Hootsuite developed an Enhanced Inbox to enable timeless and seamless social inquiry management. Inbox encourages efficient collaboration among internal teams, and offers a suite of features to streamline responses and speed up service. “Our social team polled customers to understand their pain points on social, and what we heard was that our customers’ greatest struggle is not being able to engage with their customers and respond to inquiries 24/7,” said Natalia Williams, Chief Product Officer, Hootsuite. “Our product development strategy has been deeply anchored in making our customers’ day-to-day easier. Upgrading our Inbox tool to simplify, accelerate and empower users to provide exceptional customer service and ultimately propel their business growth takes our commitment to the next level.” Inbox provides a centralized platform for social media marketers to manage all DMs, with new embedded functionalities that make responding to inquiries more efficient, without jeopardizing a quality response. SMMs and customer service teams can now easily collaborate with multiple teams to quickly resolve customer messages, automate service, offer social value and protect their brand. “Prior to using Hootsuite’s new Inbox, we didn’t have a social care team,” said Santiago Garcia Solimei, Global Head of Social Media & Brands PR, Meliá Hotels International. “Now we have dedicated resources answering users through over 500 social media accounts, allowing us to be unified in our brand voice across the board.” The key features of Inbox equips Hootsuite Business and Enterprise users to: Manage conversations in one place with one centralized inbox for all public, private, organic and dark post conversations across social channels. Search for messages and comments across all social channels. Easily collaborate with multiple teams/departments efficiently and confidently by using message routing to assign responses to the right individuals and teams. Improve collaboration across teams with assignments, agent collision avoidance, skill-based routing, and more. Speed up response times, simplify, and automate service with saved replies, autoresponders, and auto-prioritization of messages based on SLAs and response times. Connect to existing CRMs and chatbots to enable better service and deeper insights into the value of a conversation. Bring social conversations into existing customer intelligence platforms. Get insights to improve performance by reviewing, analyzing, and reporting on activity and performance to better understand the value of service. Add CSAT surveys to measure and improve customer satisfaction by sending CSAT surveys in the customer’s language based on business rules. Monitor potential crises by tagging, searching and setting up alerts to monitor conversations and catch potential crises before they occur. Keep the conversation going on the move and stay connected by viewing, filtering, assigning and replying to conversations with Hootsuite’s mobile app. Combine social profiles by linking customer profiles across social channels together to get a holistic view of messages across multiple social networks. Enable automatic language detection to trigger auto responders in a customer’s language and automatically route conversations to teams with specific language skills. For more information on Inbox, visit our website here. About Hootsuite Hootsuite helps customers harness the power of social to ignite their brand and business. As the global leader in social media management, Hootsuite powers social media for brands and organizations around the world, from the smallest businesses to the largest enterprises. Hootsuite’s unparalleled expertise in social media management, social insights, employee advocacy, and social customer care empowers organizations to strategically grow their brands, businesses, and customer relationships with social media. Hootsuite Academy, the industry-leading online learning platform, empowers education and growth through a wide range of certifications and has delivered over 1 million courses to students worldwide.

Read More

ACCOUNT BASED DATA

Sprinklr AI+ Supercharges Customer Experience Data for Deeper Insights, Better Decisions, and Faster Actions

Business Wire | May 25, 2023

Sprinklr (NYSE: CXM), the unified customer experience management (Unified-CXM) platform for modern enterprises, today announced the launch of Sprinklr AI+. A new AI-everywhere offering that unifies proprietary AI from Sprinklr with OpenAI’s generative AI, Sprinklr AI+ brings generative AI to customer experience with a commitment to enterprise-level governance, security, and data privacy. Sprinklr AI+ allows enterprises to combine unstructured, CX data from 30+ digital channels – including social platforms, messaging platforms, and millions of publicly available news, blog, and review sites – with generative AI to create content, improve feedback and assistance, and more quickly identify insights and subsequent actions. Sprinklr AI+ incorporates generative AI powered by an integration with the OpenAI enterprise API. This bespoke arrangement includes robust security and privacy terms and demonstrates Sprinklr’s commitment to safeguarding our customer’s data. "We have seen massive demand for generative AI capabilities to improve customer service and employee efficiency. Sprinklr AI+ brings this transformational technology to customer experience at the enterprise level and has the potential to revolutionize the front office for our global customers," said Sprinklr Chief Technology Officer Pavitar Singh. "For us, this is the next evolution of our AI journey to help our customers work better, faster, and more cost effectively, while preserving the level of governance, compliance, and data privacy that the most iconic brands in the world require." Sprinklr is built from the ground up to unify and centralize CX data on one platform. The flexible and modular architecture allows Sprinklr to quickly integrate with the latest and best technology. Sprinklr AI+ is the next evolution of Sprinklr’s AI that leverages more than 1,250 industry-specific AI models, spanning 100+ languages and 150 countries, to process petabytes of unstructured text, audio, video, images, metrics, and time series data and enables our customers to extract structured insights. With generative AI capabilities powered by an enterprise API integration with OpenAI, Sprinklr customers can tap into new features across all four Sprinklr product suites. Sprinklr Service: Sprinklr Service is the only unified omnichannel CCaaS offering on the market. With Sprinklr AI+, Sprinklr’s customers can now supercharge agent productivity with generative AI features like “summarization” and “call notes automation.” This allows Sprinklr customer agents to focus completely on their customer, eliminating the need to take notes during the conversation. It also provides other Sprinklr customer agents or supervisors with a quick overview of conversations without reading entire transcripts. Features like “reply assistance” help agents generate or improve content with a single click, and Sprinklr AI+ provides the ability to automatically extract answers from the knowledge base directly within the platform, ensuring accuracy and consistency. Sprinklr AI+ improves quality management capabilities by automating the quality scoring and sentiment analysis of conversations at scale. And finally, Sprinklr AI+ augments existing conversational AI bots, chat platforms, and the knowledge base with generative AI for writing, translation, summarization and more. Sprinklr Insights: Sprinklr’s AI-powered research platform increases the speed from data, to insight, to action with generative AI. “Topic and keyword creation” with support from generative AI helps customers find the right information more quickly. “Article paraphraser” and “message summary” capabilities provide at-a-glance overviews of detailed articles and content for quick review and action from Sprinklr customers’ marketing and communications teams. Sprinklr Marketing: Sprinklr Marketing is the only unified omnichannel platform for the end-to-end marketing lifecycle. Sprinklr AI+ delivers generative AI-powered suggestions to help our customers build marketing campaigns – including the ability to create tone, voice, and visual style guidelines. Sprinklr customers can also tap generative AI within the platform to assist in brainstorming ideas, personas, CTAs, and USPs. For paid social media campaigns, generative AI helps our customers create and refine social content. Sprinklr Social: Sprinklr Social with Sprinklr AI+ includes publishing, engagement, and reporting tools integrated with OpenAI’s generative AI models to help enterprise social media teams create better content, more quickly, with fewer resources. Sprinklr AI+ gives brands a unified generative AI capability for social media management, customer service, and marketing that is built with enterprise-level governance, security, and data privacy in the design. About Sprinklr Sprinklr is a leading enterprise software company for all customer-facing functions. With advanced AI, Sprinklr's unified customer experience management (Unified-CXM) platform helps companies deliver human experiences to every customer, every time, across any modern channel. Headquartered in New York City with employees around the world, Sprinklr works with more than 1,400 of the world’s most valuable enterprises — global brands like Microsoft, P&G, Samsung and more than 50% of the Fortune 100.

Read More

TARGETED ACCOUNT STRATEGY

6sense Unveils Generative AI Email Writing Feature That Generates Pipeline

Business Wire | June 08, 2023

6sense, the leading platform to revolutionize the way B2B organizations create, manage and convert pipeline to revenue, today announced significant enhancements to 6sense® Conversational Email with the launch of its AI Writer functionality. This new functionality expands on the generative AI capabilities customers are currently using within 6sense Conversational Email to maximize the effectiveness of email outreach and marketing. Leveraging the power of intent, predictive, and other first-party signals with the latest advancements in generative AI, demand generation teams can use AI Writer to efficiently create personalized, targeted, and on-brand email campaigns that engage prospects, and ultimately build pipeline. Emails that compel a response are more engaging and targeted than the informational tone of typical marketing automation emails. Using AI Writer functionality within 6sense Conversational Email, demand generation teams quickly craft tailored emails aimed to trigger a response. The Conversational Email assistant then manages replies, routing conversations to the appropriate seller at the right time. This combination of personalization and scale allows demand generation teams to generate more pipeline more effectively and efficiently. Today’s announcement builds on the 6sense Conversational Email launch in October 2022 which transformed one-way email sends into engaging conversations that book meetings at scale. Leaning on powerful AI models, including GPT-4 combined with intent data and predictive analytics, 6sense Conversational Email delivers hyper-personalized, hyper-relevant emails to qualify and convert leads to sales meetings. “Conversion rates are down across industries, it takes more touches across more buying team members to advance opportunities, and prospect expectations for a deeply personalized experience feel unrealistically high with the tools marketers have been given,” said Latané Conant, CMO at 6sense. “Leveraging our 6sense Conversational Email product and this new AI Writer has been a game changer for our own demand generation team as the generative AI capability has delivered real results, building 10% of new pipeline from accounts engaged.” Maximize Efficiency with Self-Service Capabilities 6sense Conversational Email with AI Writer functionality offers a self-service platform for demand gen teams to quickly create highly engaging email campaigns, saving time and energy currently spent on multiple rounds of writing and editing email content with low conversion rates. Demand generation teams can utilize 6sense Conversational Email and its AI Writer functionality to: Take on the heavy lift of creating contextual emails for various demand gen plays, such as educating low-intent leads, prospecting in-market accounts, and re-engaging lost opportunities. Engage in back-and-forth conversations with prospects via email during hours when time zone constraints might otherwise hinder communication or early in the prospecting cycle, leading to more engaged prospects, better-qualified leads, and significant pipeline, allowing BDRs to instead focus on social touches and live conversations. Link traditional marketing automation and sales engagement platforms together, without replacing existing systems or relying on generic mass-market emails Establish Your Own AI Brand Voice With 6sense Conversational Email and AI Writer functionality, email content always sounds on brand. Each customer trains and customizes their model by uploading their brand style guide, product messages, and contextual content. Designed with B2B sales and marketing email best practices in mind, AI Writer ensures that content is tailored to individual recipients by combining customized product and brand content with predictive intent data to improve the quality and relevance of email campaigns. Next-Gen Email Metrics in the Age Of AI Using 6sense Conversational Email with AI Writer functionality, demand gen teams finally have useful insights that have been difficult to access before, enabling them to evaluate and report on the actual effectiveness of email campaigns in building a net new pipeline. Measuring and reporting impact is critical as current email metrics, such as open rates, are misleading and don’t provide the useful information demand gen teams need to evaluate the efficacy of their campaigns and contributions to pipeline reliably. "The team I'm working with is incredibly hardworking and dedicated, averaging 50 calls daily to new and existing businesses. But with the help of Conversational Email, we've been able to exponentially increase our outreach,” said Walker Smith, Custom Truck Manager of Sales Development. “It's like having five more of us working simultaneously - saving us time and allowing us to reach thousands more potential customers in a single day." Use Generative AI in a Safe and Secure Environment Teams can confidently upload brand documents, pre-release product details, and other internal communications in combination with intent, technographic, firmographic, first-party or other data sources, knowing that content and data are stored in segregated, highly secure environments and not used to train any other models. The systems that deliver 6sense Conversational Email and AI Writer functionality are SOC 2, Type II certified, undergoing rigorous third party security audits confirming infrastructure, systems, applications, data and networking controls. About 6sense 6sense is on a mission to revolutionize the way B2B organizations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AITM is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and a 20-40% reduction in time to close deals. Know everything. Do anythingⓇ, with 6sense.

Read More

Events