Improving Workflow Efficiency and Lead Handling with AI Integration [Video]

Missi Carmen, CMO at Spirion, shares how they achieved a 20% increase in marketing created opportunities year over year despite a 79% decrease in budget. The key to their success is the integration of technology and automation throughout their marketing workflows. They use intent data to qualify accounts and leads, leveraging ZoomInfo intent to identify high-intent signals. They have built a sophisticated workflow that pushes these accounts through their funnel, utilizing Salesforce, Marketo, ZoomInfo Chatbot, and SalesLoft cadences. They also focus on personalized and interactive content, such as tech talks and self-serve demos, to engage their audience. They have seen success with AI integration in their tech stack, using AI features in platforms like Marketo and ZoomInfo to improve workflow efficiency and lead handling. They measure success through metrics like email click-through rates and engagement with their content. Missy emphasizes the importance of providing value to customers and leveraging first-party cookies to drive traffic to their site.