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Written by Emma Astroth
on May 08, 2019

It’s no longer any use to simply put your message in front of prospects. The combination of higher competition and better-informed customers means you need to know how users are going to respond. Then, you can use this information to encourage actions that will ultimately lead to a sale.

Behavioral marketing allows you to both predict what users are likely to do next and determine what action you should take. When you use Ai, there’s no need to pour over the data yourself — you can use a predictive model to automate the process and improve the results.

 

Buyers Are Less Dependent on Salespeople

 

Buyers dependency on salespeopleSource: HubSpot

More than half of all customers are less dependent on salespeople than ever before. In other words, users are uninterested in your product pitch. By the time they are contacting your company, they are already well informed. And repeating information users already know does nothing to help their decision process.

Instead of pushing for a sale, you need to understand users’ needs. Next, demonstrate you have the solution to their problems by delivering personalized messages.

 

What Behaviors to Focus On

What characteristics matter most when measuring behavior? This will differ from brand to brand, but you’ll probably want to incorporate factors like language, cultural characteristics, social engagement, and the way the user searches for information.

Armed with this knowledge, you’ll be able to design campaigns to suit users in every type of situation. There’s no need to develop a campaign for every individual (that would be unfeasible), but you still need to give users the sense that you are talking directly to them alone.

 

Deploying Behavioral Automation

You can apply behavioral targeting to practically every aspect of sales and marketing — from email marketing and social selling to lead generation, scoring, and nurturing to suggestive selling. This increases your chances of a conversion at every stage of the funnel.

behavioral marketing

 

Ai and Micro-Segmentation

Ai allows you to use behavioral segmentation on a micro level. Rather than dividing leads into rigid categories, ticking “yes” or “no” boxes for various characteristics, you can define behavior down to minor differences. As you gain more data, Ai will become more accurate in predicting behavior and you’ll be able to define precise triggers in your sales funnel.

One of the most powerful uses is micro-segmentation based on behavioral characteristics of individuals. This is changing the fundamentals of competition in many sectors, including education, travel and leisure, media, retail, and advertising. McKinsey

There’s no choice about it: you need to use behavioral marketing. If you continue to rely on the traditional method of using a generic sales pitch, you’ll end up with minimal conversions. Customers already know what they want when they come to you. It’s up to you to show that your offerings are the right option.

The decision, therefore, is whether you’ll analyze the data yourself or turn to Ai. When you choose Ai, you can combine marketing intelligence, your customer database, social media data, online behavior, and competitor data all in one model. This enables you to develop a full picture of the user, rather than to see a lead as a few data points. Plus, as Ai uses machine learning, you’ll be automatically tweaking your strategy to improve messaging to users.

Curious about other applications of Artificial intelligence in marketing and sales? Check our latest e-book on the topic.

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