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Sales
Guides

Guide to Using AI in Sales 

There are a lot of incredible ways to use AI in Sales. Tools like ChatGPT just scratch the surface of possibilities. Here’s a deeper look at the opportunities.

—
The 6sense Team
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Chapters

Chapter 1

Introduction

Chapter 2

7 Use Cases for AI in B2B Sales

Chapter 3

Integrating AI Into Your Existing Processes

Chapter 4

Common Mistakes to Avoid

Chapter 5

AI Tools for B2B Sellers

Chapter 6

6sense Strengths as an AI-Powered B2B Sales Tool

Chapter 7

Conclusion

Table of Contents

Chapter 1

Introduction

Artificial intelligence is enabling B2B companies to reach their sales goals faster and more efficiently than ever before.  

For the past year, a lot of the excitement around AI has focused on generative AI tools like ChatGPT and Midjourney. Their ability to help with brainstorming, creating art, and even writing articles has excited marketers. (Shoutout to our friends at Writer.com for their AI contributions to this article.)  

But, there are many more use cases for AI in sales than just generative AI. In this guide, we will: 

  • Explore 10 use cases for AI in B2B sales,  
  • Discuss how to integrate AI into your existing processes, and  
  • Identify common mistakes to avoid.  

We will also provide a list of AI tools for B2B sellers and, of course, highlight the strengths of 6sense as an AI-powered B2B sales tool.

Chapter 2

7 Use Cases for AI in B2B Sales

1. Automating complex sales processes

AI can automate complex sales process like:

  • Identifying new leads from existing customer data, or find potential customers from external sources
  • Qualifying leads by quickly analyzing customer data and determining which leads are most likely to convert
  • Nurturing leads by providing personalized content and messages to keep them engaged

2. Create sales presentations

AI-powered tools like Tome and Beautiful.ai can help sales reps quickly create presentations that are tailored to specific audiences and more likely to close deals. Automated design and layout adjustments and dynamic content suggestions save significant time for sales reps.

3. Automating lead scoring

AI can simplify lead scoring  and lead qualification by crunching high volumes of firmographic and behavior data to determine which accounts are most likely to close, and how much revenue is likely to be generated.

4. Automating customer segmentation

By segmenting accounts based on firmographic, technographic, and intent data, you can automatically shift buyers into campaigns that match their current buying stage and interests. This can help you deliver impactful content that makes you a trusted source on the customer’s research journey.

5. Targeting personas with personalized messaging

AI can be used to target personas with personalized messaging. As you focus on an account and begin to map out the members of its buying team, you can enroll individuals in campaigns that match the typical concerns of their role.

6. Reaching out to prospective customers

Automatically reach out to prospective customers and reply to their inquiries with generative AI. 6sense Conversational Email, for instance, can send personalized email to recipients and hold conversations based on the context of replies. 6sense uses the AI email assistant tool to warm up leads, qualify leads, and book conversations and demos with sales reps.

7. Identifying cross-sell and upsell opportunities

AI and machine learning algorithms can predict future buying behavior based on patterns seen in historical data. This allows businesses to target customers who have a high likelihood of purchasing additional products or services.

Chapter 3

Integrating AI Into Your Existing Processes

Integrating AI into your existing sales processes can be a challenge, but it is important to do it right to maximize the benefits. Here are a few tips for integrating AI into your sales processes: 

  • Set clear goals for your AI implementation: Do you want to increase sales, improve customer satisfaction, or reduce costs? Once you know your goals, you can start to identify the AI tools and technologies that can help you achieve them. 
  • Determine the data you need to generate insights: This data can come from a variety of sources, such as your CRM, marketing automation platform, and website analytics. Once you have identified the data you need, you can start to collect and organize it. 
  • Prioritize the AI use cases that are most relevant for you: Not all AI use cases are created equal. Some are more relevant for certain businesses and industries than others. Prioritize the AI use cases that are most relevant for you and your business goals. 
  • Understand the potential of AI in sales: AI can help you automate tasks, generate insights, and improve your sales performance, but it is not a replacement for human sales reps. Relationships matter, and AI cannot replace the nuanced listening and problem-solving of a good sales rep. 
  • Account for the time and cost of implementing AI: Make sure to account for the time and cost of implementing AI before you get started. You should have a clear idea of the return on marketing investment (ROMI) that you can expect from your AI implementation.

Chapter 4

Common Mistakes to Avoid

There are a number of common mistakes that businesses make when implementing AI in sales. Here are a few mistakes to avoid: 

  • Failing to set clear goals: Without clear goals, it is difficult to measure the success of your AI initiative. 
  • Not having the right data for AI implementation: AI needs data to generate insights. If you do not have the right data, your AI implementation will not be successful.  
  • Not having the right team or technology: Implementing AI can be a complex process. Make sure you have the resources you need, like support from operations, before you get started. 

Focusing on too many use cases at once: It is tempting to try to implement AI in all areas of your sales process at once. It’s better to focus on a few key use cases and wait for successful results before expanding to other areas. 

Chapter 5

AI Tools for B2B Sellers

There are a number of AI tools available for B2B sellers. Here are a few of the most popular: 

  • Salesforce Einstein: This suite of AI tools that can help sales reps improve their performance. Einstein can automate tasks, generate insights, and provide recommendations. It can also be used to create and manage sales campaigns. 
  • Microsoft Dynamics: This suite of business applications includes a number of AI tools that can be used to automate processes, improve accuracy and productivity, and provide insights into customer behavior.  
  • Google Cloud AI: These tools are useful for analyzing customer data, identifying trends, and optimizing marketing campaigns. This suite can also be integrated with other Google products such as Gmail, Google Ads, and Google Analytics. 
  • Amazon Lex: This conversational AI platform that can be used to create chatbots and other conversational interfaces. Lex can be used to automate sales tasks, generate insights, and improve customer service. It can also be used to create and manage sales campaigns.
  • 6sense: The Revenue AI platform can be used to spot which accounts are currently researching solutions, identify their interests, predict buying stage, and help sales and marketing teams win more deals by reaching the right accounts at the right time with the right messages. 6sense also integrates with popular tools including Salesforce, Microsoft Dynamics, and HubSpot; and ad platforms including LinkedIn, Google Ads, and Facebook.

Chapter 6

6sense Strengths as an AI-Powered B2B Sales Tool

6sense is an AI-powered B2B sales tool that can help you improve sales performance. 6sense can: 

  • Automate customer segmentation based on their firmographics, technographics, and behavioral data.  
  • Personalize messaging for each customer segment.  
  • Automate lead scoring based on their engagement with your marketing and sales content, intent data, the number of buying team members engaged in research, and similarities between prospects and previously won deals.  
  • Identify cross-sell and upsell opportunities. 
  • Automate complex sales processes, such as lead generation, qualification, and nurturing. 
  • Generate actionable analytics and insights to help you identify trends, spot opportunities, and make better decisions.

Chapter 7

Conclusion

AI is transforming the way B2B companies operate. Businesses that understand the potential of AI and use it to automate complex sales processes, improve customer service, and generate new insights will be more efficient, effective, and profitable than their competitors. 

Book a demo and see how 6sense’s AI-powered solution can help your revenue team meet their goals with less wasted effort and more focus.

Ready to see 6sense in action?

Book Your Demo
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The 6sense Team

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The 6sense Team
6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.