AI is more than just the latest buzzword — it’s now a critical component of guiding decision-making in businesses. As leaders increasingly weave AI into their strategic narratives, they’re realizing that their data isn’t up-to-snuff. Running AI with poor data can create unintended mysteries and turn small errors into big blunders — meaning it’s crucial to go beyond messy CRM data and run AI with clean, accurate data.
“More than 50% of leaders who don’t really see the full potential or are really hesitant to integrate generative AI into their business,” said Calen Holbrooks, VP of Integrated Marketing for go-to-market (GTM) platform ZoomInfo. “On the other hand, a measly 3% are already recognizing and actively realizing business value from their AI initiatives. It’s really the leadership and executives that are falling behind because of their concerns around data. The root cause or concern is around the data quality, reliability, accuracy and compliancy.”
To shed more light on how poor data impacts AI usage and buyer engagement, Holbrooks teamed up with her colleague Kayla Prunier, AVP of Sales, to host, “Where Are The B2B Buyers? And How Do We Find Them?”, a webinar that discussed practical ways to combine AI with high-quality data. Throughout their presentation, Holbrook and Prunier dove into the power of leveraging AI in tandem with clean data, which can ensure sales is always working with accurate, real-time buyer intent signals.
Create A Foundation Of Robust, Granular & Up-To-Date Data
Access to clean data is a common problem that most companies face — a recent survey by Experian found that 55% of corporate leaders distrust their own data, and according to Prunier and Holbrook, there are layers to this skepticism, which might include:
- A lack of data;
- Inconsistent or duplicative data; and
- Too much data to make sense of.
“Bad data is clearly a problem, and adding AI to the mix will only exacerbate that issue,” said Prunier. “As exciting as AI is and as useful as it can — and will — be when leveraged properly, it’s nothing without good data. AI won’t be able to revolutionize your go-to-market (GTM) approach or your company if it’s grabbing from incomplete or flat-out wrong data pools.”
Use That Clean Data To Fuel Clear Buying Signals
One of the most critical aspects of leveraging AI and data for business growth, according to ZoomInfo’s experts, is identifying the best signal — aka the one most likely to convert. Marketers traditionally know when a lead or MQL source is close conversion, but they often don’t understand what’s happening at the account level. To generate that understanding, businesses must understand the signals, motions or actions that are most likely to propel conversion.
“Understanding which signals are most predictive to conversion is key to effectively targeting and engaging potential buyers,” said Holbrooks. “These signals can come from a variety of sources. We have intent data that most people use now, different behavioral cues, and information coming out of earning reports or demographic statistics. There’s so much data that we can pull together to identify these signals. So, ask yourself: ‘What’s the best signal to convert my business?’ Understanding that will be the next clue to helping solve those elusive buyers.”
Close The Gap Between Sellers & Buyers
When salespeople (and their AI counterparts) aren’t working off of clean data, it creates a disconnect between buyers and sellers. Everyday buyers are on a journey, and the reality is that they’re starting that journey before sellers can even have a conversation. This is because most of the time, buyers are largely unknown and only 10% of your total addressable market is actively looking for a conversation, meaning that most teams are pursuing leads that really aren’t ready to engage.
“When you’re not using AI and data effectively, it’s truly impossible to get in front of that 10% to ensure that you’re maximizing your sellers efforts,” said Prunier. “To address this problem, it’s essential that you harness AI and clean data, because AI can analyze a vast array of buyer signals. We can turn what seems like a challenge into a solvable mystery by aligning your sales team’s efforts with real time needs of your buyers, which ultimately helps you win opportunities at the right time.”
To unlock the full insights “Where Are The B2B Buyers? And How Do We Find Them?”, register for the Buyer Insights & Intelligence Series now — it’s currently available for free on-demand!
