Last month, AccuLynx’s announcement inspired us to review the wisdom of integrating a lead intelligence. After all, Acculynx is one of the leading providers of business management software for roofing contractors… leveraging Artificial Intelligence to predict homeowner buying behavior.
Providing roofing companies with data that helps them prioritize sales efforts on leads. Sifting metrics that targets prospects… who are most likely to purchase.
“Lead Intelligence is a game-changer for roofing companies,” said Mark Rattin, VP of Product at AccuLynx. “AccuLynx customers no longer have to guess which leads to call first, or only rely on their experienced sales people to quickly close deals. Now they can improve their sales win rates by focusing their efforts on the best leads.”
How building product brands can better harness data
Simply put, lead intelligence is the process of gathering and analyzing data about potential customers. This data can help brands understand audience needs, wants and even pain points.
It also can also help to identify the best marketing channels to reach the best prospects.
There are numerous resources for seeking lead intelligence. Collecting data from websites, social media and email marketing campaigns… are clear priorities.
Less obvious strategies include conducting surveys and interviews with potential customers. What’s more, call centers are valuable sources for lead intelligence… which are all-to-often overlooked.
Once gathered, intelligence must be analyzed… to help determine what potential customers are looking for.
And how to better reach them.
Ways using “lead intelligence” helps build strong building products brands
- For creating targeted marketing campaigns. Learning more about potential customers isn’t enough. Knowledge must be channeled into better campaigns — to reach the right audience — at the right time.
- To improve customer service. The better a brand understands its customers… the better it can serve them.
- Developing new products and services. R&D initiatives can be more accurately based on customer motivations — for developing differentiated products and services — that will help create demand.
Lead intelligence is a “must-have” tool to build a stronger brand. It’s also a great competitive advantage when leveraged properly.
Specific examples to consider
- Building product brands can use lead intelligence to identify potential customers who are interested…. by collecting the data of website visitors, social media followers and email subscribers. Once prospects have been identified — targeting them with better marketing messages — will result in more relevancy to their interests.
- And to improve customer service — by collecting data on customer interactions — including phone calls, emails and surveys. This data can be used to identify areas where customer service can be improved: speed, accuracy and responsiveness.
Call centers are key
Call centers collect a wealth of data about customers and there are valuable lessons for how that information can be harnessed. After all, call centers are direct lines to customers.
Designed to provide “actionable” insights. And as such, are a perfect source for lead intelligence data.
Some of the data that call centers collect includes:
- Customer contact information
- Purchase history
- Candid feedback
- Call recordings
- Agent notes
This data can be analyzed using a variety of methods, including:
Statistical analysis to identify trends in customer behavior. For example, a call center might use statistical analysis to identify the days of the week when customers are most likely to call. This information can be used to schedule more agents… to be available on those days.
Data mining to identify patterns in customer data. For example, a call center might identify customers who are likely to churn (cancel their service) for targeting special offers — or other loyalty incentives — to help keep them from leaving.
Natural language processing is leveraging artificial intelligence to analyze call recordings. This information can be used to improve customer service… by addressing the root causes of complaints.
It’s not a mystery. Building Product Brands can gain valuable insights into their prospects and customers. For improving customer service. Developing new products or services. And targeting marketing campaigns… more effectively.
Additional tips for analyzing lead intelligence
- Ensure that data is accurate and complete. This means scrubbing source signals and cleaning up errors.
- Leverage the right tools — and techniques — for the job.
- Interpret results carefully. The analysis may not always be clear-cut. Invest the time to better understand what the results mean. And how the data can be used… to improve business.
By using lead intelligence, Building Products Brands can gain a competitive advantage. And build a more compelling “promise” that better resonates in a crowded channel.
If you’d like to talk more about how lead intelligence can bring more opportunities for your brand, send an e-mail to Steve at sk@kleberandassociates.com to get the conversation started.
