In this day and age of full email inboxes and short attention spans, all sales people know how hard it is to get prospects to respond to emails. TechTarget recently polled more than 600 technology buyers around the world and found that 65% of them want sellers that understand their needs. This shows how important it is to reach out to buyers in a timely, accurate, and personalized way.
There is, however, a lot of time and study that goes into every well-personalized email.
This blog post will talk about how generative AI (GenAI) could change the way salespeople reach out to potential customers by automatically sending personalized emails. It will also talk about the risks that come with automating without human supervisions.
How GenAI makes sales outreach more effective
Because of its abilities, GenAI can sort through huge amounts of data and put it into forms that are easy to understand. This could change the way salespeople reach out to potential customers. Now, sales reps don’t have to spend 10 minutes or more looking through LinkedIn profiles, company websites, and other sources to learn more about a prospect. With the touch of a button, they can write highly personalized messages in less than a minute.
With AI-driven marketing, sales reps can tailor their approach to a large group of prospects, making sure that each one feels valued and understood. This higher level of personalization goes beyond just calling the person by name; it also gets to the bottom of their problems, makes sure the value proposition fits their needs, and offers solutions that are truly tailored to their specific situation. Sales teams can spend their time and resources on building relationships and making sales by using this technology to streamline their processes.
TechTarget just released IntentMail AITM, a new tool within Priority EngineTM that makes personalizing outbound outreach much faster. This is in answer to the possible value that AI-generated messaging could provide sellers. IntentMail AI makes it easy and quick for B2B sellers to send highly effective, business-relevant emails by combining recent, relevant account information with deep insights into what the specific prospect has been studying on TechTarget’s global publishing network platform.
Why GenAI doesn’t take the place of good study in sales
For sales reps, setting up a meeting or responding to an email outreach is only half the fight. For sellers to make the most of a chance and close the deal, they need to be able to talk to potential buyers about their needs in a smart way. Because making emails with AI is so easy and can be done automatically, sellers might not feel like they need to do the study behind the account. In other words, sales reps still need to do their own study, even though GenAI can help by automating sales outreach.
GenAI’s abilities can help improve the study process, which is good news. AI can help collect and evaluate data about how prospects act online, trends in the industry, and what competitors are doing. Based on what they’ve learned, sellers can change their messages to meet specific wants and ease pain points. As we’ll talk about next, it’s important to remember that material made by AI should only be used as a starting point. It shouldn’t be used instead of creativity and human touch.
How important it is for humans to keep an eye on sales outreach done by AI
Even though AI seems to have endless possibilities, it’s important to remember that it’s meant to help people, not take their place. Some things need human judgment, critical thought, and emotional intelligence. No outreach sent by AI should be sent without first being reviewed by a person.
One big worry about GenAI is that it might have AI dreams, which are times when the AI makes up wrong or misleading information. TechTarget’s IntentMail AI tool makes sure that all of the AI’s work is carefully looked over by a person before it is sent to prospects. This human monitoring is a safety measure that makes sure the information being sent is correct and reliable.
GenAI could hurt the overall customer experience by giving them false hope, which is another risk of using it for sales contact. Intelligent outreach from AI can get an initial reaction, but if the sales team isn’t ready to continue these conversations in a way that is effective or accurate, the prospect may be let down. As a result, human involvement is still necessary to make sure that the messages generated by GenAI are good and suitable.
GenAI can make sales more efficient with human help.
GenAI can give you ideas and insights based on data and patterns, but nothing beats human understanding, empathy, and the flexibility to change. Content made by AI should always be reviewed by a person to make sure it is still quality, relevant, and suitable. By using GenAI to streamline processes and improve personalization, salespeople can build better relationships with customers, improve their experiences, and bring in more money for their companies.