2024-11-13 15:03:00
On average, eight out of every ten (83%) marketing professionals in Brazil already use AI (Artificial Intelligence) tools in their daily work. This is what a study carried out by Data-Makers revealed, which interviewed 106 chief marketing officers (CMOs) from across the country.
According to the research, shared by the website Medium and Messagealmost half (48%) of marketers consider implementing this technological innovation a priority. Currently, 31% of respondents already use this resource to support strategic decision-making and 23% adopt the technology to optimize costs.
In the view of Lynik Brito, partner at UltraQualify, a company that offers lead qualification and sales automation solutions for B2B companies, the high use of AI by marketing professionals is due to factors such as reducing operational costs and supporting decision making .
“AI can improve efficiency, offer deep insights into consumers and allow us to develop products in a targeted way”, he points out. “In addition, the growing need for specialization in the use of AI highlights its strategic relevance and the urgency of continuous training in the sector to keep up with the market”, he adds.
For Brito, one of the most recent applications is the AI funnel. “Where the traditional funnel relies on human persistence, the AI funnel operates with greater precision, guiding each lead along the right path, at the exact moment”, he points out. “It’s the fusion of speed with knowledge, where data shapes decisions and each interaction turns into an opportunity”, articulates Brito.
How to implement the sales funnel with AI?
According to Renan Lima, founder of UltraQualify, to implement a sales funnel strategy with AI in a company you need to follow some steps:
- Diagnosis and planning: evaluate the current sales funnel and identify points of inefficiency or bottlenecks, such as low conversion rates or slow service. Then, it is necessary to define clear objectives for the AI, such as increasing lead qualification or automating service;
- Choice of AI platform: select an AI solution that meets the company’s specific needs, such as autonomous service that centralizes and automates interactions across multiple channels (ERP, CRM, WhatsApp, etc.);
- Data and channel integration: For AI to offer accurate and personalized responses, it is worth connecting them to the company’s data sources and communication platforms. This integration allows AI to extract insights in real time;
- Personalization and automation of interactions: configure the AI system to qualify leads, answer common questions, and guide customers through the purchasing journey automatically. AI can adapt interactions based on customer interests, which can increase the chances of conversion;
- Continuous monitoring and adjustments: Track funnel performance metrics like conversion rate and customer satisfaction and adjust strategy as needed. These actions seek to ensure that AI remains aligned with business objectives and improves over time.
AI is marketing’s ally
A recent survey, reflected by the Data Centre Dynamicsdemonstrated that AI-related solutions are among the trends of the so-called “new market”.
“This technology also favors predictive analysis for campaigns and audience segmentation with high precision, seeking to increase conversion and reduce operational costs”, says Lima. UltraQualify, for example, uses AI to offer autonomous service, serving 24 hours a day across multiple channels, an action that aims to increase customer satisfaction.
According to Lima, it is possible to identify a series of differences between the traditional sales funnel and the AI funnel, mainly in automation, personalization and efficiency:
- Automation and speed: In the AI funnel, processes such as lead qualification, follow-ups and service are automated, reducing response time. In the traditional funnel, these steps often require ongoing human effort;
- Customization at Scale: AI allows you to personalize the customer journey based on real-time data, adapting content and interactions to individual preferences. In the traditional funnel, personalization can be limited and less precise, dependent on manually collected data and broader segmentations;
- Lead Qualification: With AI, lead qualification is based on predictive analysis and behavioral data, prioritizing those with the highest chance of conversion. In the traditional funnel, qualification can be more subjective, depending on manual processes and generic criteria;
- Continuous and multichannel service: AI allows 24-hour service across multiple integrated channels (such as WhatsApp, Instagram and CRM). In the traditional funnel, service can be restricted to specific times and channels.
For UltraQualify representatives, innovation is not just a choice, but the inevitable path for those who want to transform markets using technology.
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**Interview with Lynik Brito: Insights on AI in Brazilian Marketing**
**Interviewer:** Thank you for joining us today, Lynik. The recent Data-Makers study indicates that a significant 83% of marketing professionals in Brazil are already utilizing AI tools. How do you interpret these findings?
**Lynik Brito:** Thank you for having me. The high adoption of AI tools among marketing professionals in Brazil reflects the urgent need for efficiency and data-driven decision-making in our industry. AI not only reduces operational costs but also enhances our understanding of consumer behavior, allowing marketers to tailor strategies more effectively.
**Interviewer:** The study also noted that nearly half of marketers view implementing AI as a priority. What are some ways AI is currently being leveraged in marketing?
**Lynik Brito:** Many are using AI for strategic decision-making and cost optimization. For example, 31% of CMOs use AI to support their decision-making processes, while 23% focus on cost efficiency. One of the most exciting developments is the AI funnel, which guides leads with precision far beyond traditional methods through data-driven insights and automation.
**Interviewer:** Can you explain the concept of the AI funnel a bit more?
**Lynik Brito:** Absolutely. The traditional sales funnel often relies on human persistence to push leads through. However, the AI funnel utilizes data analytics to guide each lead precisely where they need to go at the right time. It essentially transforms every interaction into an opportunity, fusing speed with in-depth knowledge.
**Interviewer:** For businesses looking to implement an AI-driven sales funnel, what steps should they take?
**Lynik Brito:** There are several key steps: First, perform a diagnosis to identify inefficiencies in the current sales funnel. Next, select an AI platform that meets your specific needs. Integration of data sources is crucial for personalized insights. After that, set up AI to automate and personalize customer interactions. continuous monitoring and adjustments ensure that the strategy remains effective and aligned with business goals.
**Interviewer:** What do you believe the future holds for AI in marketing, especially in Brazil?
**Lynik Brito:** The future looks promising. As AI technology continues to evolve, it will provide even more sophisticated tools for predictive analysis, audience segmentation, and optimized campaigns. The demand for advanced skills in AI will also necessitate ongoing training in the sector. Those who adapt quickly will undoubtedly lead the way in this new marketing landscape.
**Interviewer:** Thank you, Lynik, for your insights on this crucial topic. It’s clear that AI is not just a trend, but a vital component of modern marketing strategy.
**Lynik Brito:** Thank you for having me! It’s an exciting time to be in marketing, and I’m eager to see how AI continues to shape our industry.
