Effectively prioritizing and connecting with leads is a critical challenge for any business that’s looking to increase pipeline and improve sales efficiency. But traditional lead scoring relies on human biases and manual fine tuning. It lacks insights into individual buyer behaviors and disregards the thousands of potential paths to purchase.
As the former Chief Operating Officer of Marketo, Greg Wolfe knows how challenging it is to pinpoint ready-to-buy leads.
“Traditional intent tools use oversimplified views of intent which only track a relatively small number of signals. However, understanding ‘behavior’ is far more complex” he said.
Lift AI, on the other hand, illuminates the sales potential of every website visitor — whether ID-revealed or anonymous — using real-time behavioral intent scoring. It’s a powerful tool by itself, but it’s a revenue game-changer when integrated with CRM, ABM, and marketing automation tools like HubSpot.
Here are two ways you can use Lift AI to prioritize leads and deliver the right message at the right time.
Engage high-intent visitors following form submissions
As visitors browse your website, Lift AI analyzes their behavior in real time. Using its proprietary machine-learning model — trained on billions of data points, 100’s of millions of purchases, and over 14 million live sales interactions — the technology is capable of predicting a visitor’s buying intent with over 85% accuracy.
And it does this out of the box without your team needing to assign scores to every granular action or page view a visitor could potentially encounter. By integrating Lift AI with HubSpot, you can streamline lead scoring without any human intervention.
Because each visitor’s intent score dynamically increases and decreases as they move around your site, it lets you capture actionable data during key interactions — like when a visitor fills out a form.
Let’s take a look at an example:
A company’s website receives about 500 new leads each day through its trial signup form. If they’re using traditional lead scoring, that form fill could assign enough points to turn many prospects into sales-qualified leads (SQLs). But for this example, let’s say only half of them become SQLs. Should the sales team follow up with all 250 immediately? How should they be prioritized among the five sales managers?
See the problem? In the land of traditional lead scoring, you can end up with a large pool of similarly scored leads who actually have vastly different buyer intent. By automatically giving ‘hand-raisers’ more points in your lead scoring model, you’re assuming the leads are high-quality — which we know can be a sticking point between marketing and sales.
By integrating Lift AI’s buyer intent data into HubSpot through URL parameters, you can capture each person’s purchase intent (high, medium, or low) to their contact record at the time they filled out the form.
Now the sales team can easily prioritize the high-intent leads (e.g., those with scores above 65) for immediate follow-up. Since they’re engaging with those who are more likely to purchase first, sales is able to dramatically improve sales efficiency and increase conversions.
That’s the one of the many successes Chronus had when they integrated Lift AI’s real-time buyer intent scores with their ABM tool, which increased its conversion to pipeline from 3.4% to 39.3%!
And of course, this is all assuming a post form-fill event. However, marketing and sales teams can also engage high intent visitors in real-time by integrating Lift AI with Hubspot Chat.
Enroll medium-intent visitors in workflows and sequences
While your sales team is focused on engaging high-intent buyers, you can nurture medium-intent website visitors — both known and anonymous — toward future sales. Here are two ways you can interact with this audience in HubSpot:
- Direct visitors to mid-stage content: While visitors are browsing your site, you can enable chatbots to ask questions and suggest content resources that are relevant to their buying stage and needs.
- Add contacts to automated flows: If you have email addresses for medium-intent contacts, you can put them into automated HubSpot workflows or sales sequences. Workflows let you send nurture emails to move prospects closer to a sale. Sales sequences are similar, but are used to send targeted follow-up that maintains more of a one-to-one relationship between the prospect and the sales rep.
Both methods can be configured so that if a contact turns into a high-intent buyer, it triggers an action for sales to reach out and removes them from the medium-intent flow.
Pinpoint and prioritize leads more effectively with Lift AI and HubSpot
Integrating Lift AI into your HubSpot setup can transform how your team prioritizes and engages with potential customers. By automatically identifying high-intent leads in real-time, your sales team can focus their efforts where it matters most, leading to better sales outcomes and improved efficiency.
Ready to streamline your sales process and improve efficiency? Sign up for a free Lift AI trial that you can install in minutes and begin targeting URL parameters within HubSpot tools out-of-the-box.
