As part of Solutions Review’s Contributed Content Series—a collection of articles written by industry thought leaders in maturing software categories—Jason Tatum, the VP of Product at CallRail, explains why companies should start using lead intelligence data.

Just like the rest of us, large-scale enterprises are under increased pressure to surmount today’s economic challenges. In fact, larger organizations are more likely to be affected by high employee turnover and revenue pressure than their SMB counterparts, given their sheer scale. Simultaneously, enterprise marketing and sales teams are being asked to do more with less and provide more visibility into their measurement than ever before—a phenomenon that often escalates human-prone errors in reporting and back-end tasks. An often overlooked key ingredient in solving these challenges is lead intelligence data. 

Lead intelligence is the practice of gathering information about prospects and using it to become more knowledgeable about leads before qualifying and nurturing them. Equipped with this information, teams are better able to pinpoint exactly what marketing strategies resonate with potential customers. So, how can lead intelligence address enterprise paint points and inform business market strategies? Let’s dive in. 

Refining Technology Investments 

Forrester recently forecasted that growth in US tech spending will fall from 7.4 percent in 2022 to 5.4 percent in 2023. As part of H2 2023 planning, companies should minimize duplicative or underused tools across the entire tech stack. The key to doing this effectively is identifying what actually drives ROI and looking for tools that consolidate capabilities vs. investing in various vendors.  

Artificial intelligence can do just that by uncovering campaigns that drive high-quality conversations. This application of the technology can also easily surface trends, FAQs, and keywords marketers can use to optimize their campaign performance. However, if a business is utilizing AI for digital campaigns alone, they’ll miss clues that can help them not only reach but surpass their financial goals.  

Those looking to gain a competitive edge should invest in AI tools that go far and beyond digital marketing. AI-powered conversation intelligence, for example, can supercharge the marketing efforts of call-intensive businesses. This technology surfaces the data hidden in marketing calls to enable businesses to understand their buyers better than the competition. Equipped with valuable insights from conversation intelligence powered by AI, marketers can easily identify what tactics and channels drive each lead to call, text, or submit a form so they can optimize their advertising spend and close sales gaps to maximize ROI. 

Closing Talent Gaps and Streamlining Workflows  

During periods of economic uncertainty, larger organizations are more likely to be affected by high employee turnover and revenue pressure than their SMB counterparts, given their sheer scale.  

Right now, we’re facing the first talent-constrained recession in history. In every month of 2022, the United States saw at least 5 million more job vacancies that needed to be filled than unemployed individuals. This has never happened before and is the result of many different factors, including the basic demographics of an aging population. What does this mean for the go-to-market engine? These shortages, in tandem with an uncertain market, mean marketing and sales teams are being asked to provide more visibility into their measurement than ever before, which often escalates errors in reporting and back-end tasks.  

AI-powered insights from customer calls should make sales coaching and more targeted marketing efforts easier than ever. But the reality is that many up-market businesses aren’t actively utilizing the data they have at their fingertips. For example, call-intensive businesses could easily have the competitive edge over digital-first—but many aren’t properly utilizing their call data. This is a huge missed opportunity.  

Additionally, automated call transcripts save marketers at the corporate level precious time and money by allowing them to accomplish more with fewer resources. When AI-powered conversation intelligence is purpose-built to understand human speech rather than simply transcribe it, marketers can glean greater insights, quickly report on the results leaders need to make critical financial decisions, and efficiently optimize their marketing strategies.  

Creating a Better Customer Experience 

Resources are precious in this particularly fraught economic downturn. Companies that are able to make more informed decisions will be best positioned to weather the storm and come out on top. With the power of lead intelligence, businesses can gain clear insight into exactly where leads are coming from and what drove them to engage. There should be no guesswork in converting marketing campaigns to direct customer engagement.  

Furthermore, AI-powered conversation intelligence is becoming a must-have for call-intensive businesses. Marketers simply can’t afford to let rich data go unused anymore; every customer interaction matters. It’s not just about generating revenue but also ensuring brand reputation is strengthened through clear, concise, and direct communication. Lead intelligence platforms are the missing puzzle piece in the enterprise ecosystem. This technology surfaces all the lead intelligence data necessary to paint a full picture of a lead, allowing marketers to make smarter, more precise decisions. 

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