How Artificial Intelligence Elevates Sales Engagement

By Megan Paszczykowski | May 31, 2018

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Using Technology to Better Serve Your Buyers

65PercentGraphic-2-750x388 Irrelevant content is not an option. We know this because of the power of data, which revealed that 65% of B2B buyers are likely to switch brands if they perceive they’ve been treated generically1. Relying on data, rather than gut instinct alone, can mean the difference between a meaningful, productive customer interaction and a missed opportunity. Today, deals are won or lost based on how much the seller knows about the buyer, the organization, the offering and ultimately, the unique problem.

Artificial Intelligence (AI) enables salespeople to drive smarter, more personalized, customer engagements. AI solutions can recommend relevant, targeted sales content and empower sellers to provide customized presentations, solely focused on how the solution will fix the problem. With data from across the business at their fingertips, sellers can provide customers with an enjoyable interaction that actually brings them value.

Is it AI or ML?

We experience AI and Machine Learning (ML) constantly in our everyday lives, often without recognizing it. Whether depositing a check on a mobile device, activating an email spam filter, or relying on Alexa to answer questions like, “how many ounces in a cup?” AI and ML continue to have a transformative effect on our daily interactions. Businesses widely recognize the benefits of AI and ML, but often blur the definitions. What’s the difference between AI and ML?

AIImage-750x449 Artificial Intelligence (AI) is the broader concept of machines being able to carry out tasks in a way that we would consider “smart.”

MachineLearningImage-750x449 Machine Learning (ML) is a way to realize artificial intelligence or the application of it.
ML is based on the idea that machines should be given access to data, allowing them to learn for themselves.

Data, without context, is just data. Data presented in a compelling, interesting way by sellers, who express a genuine interest in solving problems, is powerful. Emerging technology as a replacement for humans is a common concern, but has no relevance to the role of AI in sales enablement. AI can help sellers focus on connecting on a human level with customers, by making sense of vast amounts of data and customizing it to their needs.

How does AI improve sales engagement?

It’s personal. Even the best sellers are more effective when they approach sales interactions based on facts, rather than opinions. Customers expect a personalized, predictive sales experience that reflects a heightened awareness of their interests, problems, goals and future needs. AI provides behavioral, sales and profile data that can help deepen customer relationships, providing a better experience overall for buyers. In the end, they receive the information they want and need. Isn’t that the point?

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How does AI improve the sales process?

According to Forrester Research, marketing and sales organizations are leading the charge when it comes to adopting AI systems. More and more companies are relying on AI to leverage data and insights to train sales reps to create more engaging and personalized interactions. How does AI benefit sales reps?

Sellers have more time to sell

According to CSO Insights, sales reps are only spending 35.9% of their time selling. Reps are inundated with daily administrative tasks, examining past and present customer information, and digging for content. When time preparing for meetings is reduced, sales reps can focus on customers individually and achieve meaningful interactions.

Sellers are prepared to pivot

There’s nothing worse than responding to a customer question with, “I’ll have to get back to you on that.” Backed by key insights and the right content at the right time, sales reps are empowered to do their job more efficiently and effectively. Even better, they don’t panic when the meeting changes course.

Future-proof selling

Customers are more informed than ever, raising the bar for sales reps to meet them exactly where they are in the buying process. Adopting AI and ML can help sellers do what they do best, connecting with customers individually to add real value and solve problems. When you lead with the right content at the right time in the right location, meaningful engagement follows. To learn more about the impact of AI and ML on sales enablement, check out our on-demand webinar.

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Additional Resources

About Mediafly

Mediafly is a mobile sales enablement solution that enhances how brands engage prospective buyers. By using Mediafly’s platform, marketing and sales teams at companies including PepsiCo, GE Healthcare, MillerCoors and Charles Schwab, are able to deliver custom, dynamic sales presentations quickly and efficiently, engaging customers with insights that are relevant to them. Mediafly’s Evolved Selling™ solution enables sellers to be more flexible and interactive in their sales interactions, resulting in increased sales and stronger customer relationships.

Evolved Selling™ takes sales enablement to the next level by incorporating methodologies and technology that enhances engagement with prospective buyers. Read more about our approach to Evolved Selling™.

*Source: 1) Fatemi, Falon. “4 Ways AI Is Transforming Sales Organizations.” Feb. 28, 2018. Forbes. https://www.forbes.com/sites/falonfatemi/2018/02/28/4-ways-ai-is-transforming-sales-organizations/2/#16d12d2a127f

Megan Paszczykowski is a content writer with more than a decade of experience in the B2B technology space. As sales teams work to differentiate in an increasingly crowded market, Megan supports Mediafly’s mission to heighten the conversation about the power of engaging content. Megan attended Indiana University and graduated with a Bachelor’s degree in Journalism.

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