From hyper-personalized marketing campaigns to predictive lead scoring, AI is transforming how businesses attract and retain customers. But here‘s the thing: Amidst all the excitement about AI, it’s easy to lose sight of why we're doing this in the first place. Why is customer acquisition so crucial, and how exactly is AI making it better?
To get to the heart of how AI is shaping customer acquisition, I reached out to a variety of experts to learn their POV. Not only did they share use cases from their line of work, they also shared some practical tips that you can use as you refine your strategy.
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Table of Contents
AI and Customer Acquisition
The landscape of customer acquisition is evolving at breakneck speed, with AI leading the charge. As Adam Bloom, a product marketing expert, explains on LinkedIn, generative AI impacts sales, marketing, and product development in a big way — and it “will drive the entire customer experience and customer journey.”
Reading through the HubSpot AI Trends for Marketers report, I found some eye-opening statistics:
- 68% of marketers report a positive ROI from investing in AI/automation tools.
- 64% of marketers said they used AI tools to gain a better understanding of their customers.
- 34% of marketing directors say AI leads to more personal customer experiences.
- 89% of marketers using HubSpot say they receive ROI on AI-generated email content.
These numbers aren‘t just impressive; they’re a clear signal that AI is no longer the future of marketing and acquiring new customers — it's the present.
You can also see below that a strong majority of marketers are already using AI to reduce manual task time, focus more on important tasks, conduct better data analysis, and understand customers better — all of which can contribute to a solid customer acquisition strategy.
Why is customer acquisition important?
If you’re here, you’re probably familiar with the basics of customer acquisition. Namely, that involves acquiring new customers and developing stronger relationships with your current customers. Having a customer acquisition strategy is critical for:
- Attracting the right leads to your company.
- Increasing your chances of retaining them for the long term.
Regardless of your industry, customer acquisition is the lifeblood of any business. And now, with AI in the mix, it's becoming more powerful than ever.
It fuels business growth and innovation.
New customers mean new revenue. Without a steady stream of fresh faces (or clicks, in the digital world), your business risks stagnating or, worse, declining.
Here's where AI changes the game: It can supercharge your growth efforts.
According to our AI Trends in Marketing data, 35.12% of marketers are using AI-powered chatbots, and 25.99% are leveraging AI-enhanced CRM and marketing tools like HubSpot and Salesforce Einstein. These tools are revolutionizing how they attract and engage potential customers.
As Bloom puts it, “Generative AI re-invents all aspects of CAC (Customer Acquisition Cost).” AI can help you tap into new markets and demographics with unprecedented precision, giving you a critical edge over your competitors.
It ensures long-term stability.
Now, let‘s talk long-term. A robust customer acquisition strategy isn’t just about short-term gains. It‘s crucial for the long-term sustainability of your business. AI takes this to a whole new level by helping you focus on acquiring the right customers — aka the ones who’ll stick around and keep coming back.
AI-driven predictive analytics can increase your Customer Lifetime Value (CLV) by identifying high-value prospects and personalizing their journey. As Bloom writes, “Gen AI will drive conversion rates up. Resource costs will go down. Offers, value, and margin should improve considerably from personalization.”
Here‘s another thing to consider: risk mitigation. AI can help you build a diverse and growing customer base, helping your business weather market fluctuations. You don’t want to be overly dependent on a small group of key customers, right?
It helps optimize your marketing ROI.
Efficiency is always a key priority for me. Strategic customer acquisition is all about optimizing your marketing ROI, and this is where AI really shines. As Bloom explains on LinkedIn, “By automating routine tasks, AI frees up sales professionals to focus on nurturing relationships and closing sales — at a much higher outcome regarding ‘revenue per rep.’”
Remember that 68.96% of marketers report a positive ROI from investing in AI/automation tools. By focusing on acquiring the right leads, AI can help you dial in your marketing spend like never before.
For example, 47.76% of marketers are using AI for email marketing, and 35.19% are leveraging it for data analysis and reporting. This means you‘re not just working harder. You’re working smarter.
For example, AI can:
- Analyze vast amounts of data to identify the most effective ad placements.
- Target the right audience segments.
- Predict customer behavior (more on that below!).
It builds stronger customer relationships.
But here‘s the kicker: Customer acquisition isn’t just about making that initial sale. It's the beginning of what could be a beautiful, long-term relationship. AI can help you set the foundation for strong customer relationships, leading to better retention rates down the line.
For example, AI-powered chatbots and personalized communication can engage customers 24/7, providing instant support and tailored recommendations. This level of personalization can turn one-time buyers into loyal customers and brand advocates.
As Leyla Ezgi Dinç, a marketing content developer, explained, “Excellent customer service can turn one-time buyers into loyal customers. By resolving issues quickly and effectively, you can enhance customer satisfaction and encourage repeat business.”
Now that you’ve gotten a taste of some of the many key benefits of incorporating AI into your customer acquisition strategy — I’ll share some tactical tips that you can steal.
How to Use AI for Customer Acquisition
I wanted to learn some specific use cases, so I reached out to industry experts. Matt Hasan, founder and CEO of aiRESULTS, Inc., has three decades of experience in customer lifecycle management, and he shared some valuable insights:
"From personalized marketing campaigns to predictive analytics, AI is reshaping the landscape of customer acquisition," Hasan told me. “AI-powered tools and strategies can help you identify, engage, and convert potential customers with unprecedented precision and efficiency.”
If you’re looking to boost your AI strategy, here are some key places you can start.
Predictive Behavioral Analytics
AI can analyze historical customer data to predict future behaviors. For example, machine learning algorithms can identify which prospects are most likely to convert based on their interactions with a brand. According to McKinsey, AI sales tools have the potential to increase leads by more than 50% by effectively targeting high-value prospects.
Hyper-personalized marketing is one of the areas where AI can make a huge impact, Hasan says.
“By leveraging vast datasets, AI algorithms can analyze customer behavior, preferences, and demographics to deliver tailored messages that resonate deeply. This level of personalization enhances customer engagement and increases the likelihood of conversion,” says Hasan.
For example, Hasan says, a specialty apparel retailer chain client has obtained substantial performance improvements by using AI to recommend products based on a customer's previous purchases and browsing history. That creates a more personalized shopping experience.
“AI-powered advanced analytics, especially predictive analytics, enables businesses to anticipate customer needs and behavior. By analyzing historical data and identifying patterns, AI models can predict future trends with a greater degree of accuracy and precision than traditional ones.”
Pro tip: I like that HubSpot’s AI-powered lead scoring system works on a similar principle. It can help you identify which leads are most likely to convert based on their similarities to your best customers.
Improved Prospect Segmentation
AI takes customer segmentation to a whole new level. Cary Lawrence, CEO of ecommerce analytics firm Decile, notes, “By understanding which customers are likely to make a purchase in the near future, and which are likely to churn, marketing pushes can be perfectly timed to improve retention.”
In fact, companies using advanced analytics for segmentation can improve their marketing ROI by up to 20%. Our CRM at HubSpot, powered by AI, helps you create these detailed segments automatically.
“Acquiring new customers is essential for business growth, but it’s easy to get caught in a vicious cycle of spending more to gain less,” writes Dinc. AI can help you do more strategically with fewer resources.
Personalized Outreach
AI enables businesses to deliver personalized marketing messages tailored to individual preferences. Campaign Monitor reports that personalized emails can lead to a 26% increase in open rates and a 760% increase in revenue from email marketing campaigns.
HubSpot’s Email Marketing tool with predictive send time optimization ensures your personalized emails hit the inbox at just the right moment for each individual recipient.
This can also help you massively scale your outreach, Royan Nidea, founder of Setters Philippines, explained to me. Before, he could only manage 100 outreaches per day. But now, thanks to tools like Instantly.AI, he can scale up to 10,000 outreaches. “This shift allows businesses of any size to adopt advanced marketing strategies that were once only available to large corporations,” he said.
AI-Powered Chatbots
AI-powered chatbots can engage potential customers 24/7, answering questions and guiding them through the sales funnel. According to marketers surveyed in our State of AI, this is a key area of focus.
In fact, AI chatbots are the most effective customer service channel and will see the most investment of any channel in 2024.
Pro tip: I recommend experimenting with our AI-powered Chatbot Builder to help you create these engaging conversational experiences easily — without needing coding skills (huge win!).
Automated Lead Scoring
AI algorithms can analyze vast amounts of data to identify the most promising leads. According to B2B Rocket, companies that implement AI for lead scoring report a 20% increase in sales productivity.
Hasan confirms this from his experience: “We've greatly enhanced customer acquisition by implementing AI-driven marketing automation tools that significantly improved their lead generation and conversion rates,” he says. “These tools enable them to nurture leads through personalized email campaigns, targeted content, and automated workflows, resulting in a more efficient and effective sales process.”
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Best Practices for Implementing AI in Customer Acquisition
As exciting as these AI applications are, it's important to approach implementation strategically. Here are some best practices I’ve learned from speaking with sales and marketing experts:
- Start small. Begin with one or two AI applications and scale up as you see results.
- Focus on data quality. As Hasan reminded me, “Data is the fuel that drives AI decisioning engines. The performance of the AI tool will be commensurate with the quality of data that is fueling it.”
- Integrate your tools. Ensure your AI tools can communicate with each other and your existing systems. This is why HubSpot's AI tools are designed to work seamlessly within our broader ecosystem.
- Keep the human touch. AI is a powerful tool, but it's most effective when combined with human creativity and strategic thinking.
- Prioritize strong relationships. This is still a leading way to reduce your CAC. Happy customers = repeat buyers and loyal referrals.
AI Tools You Can Use to Improve Customer Acquisition
1. Jasper.ai
Jasper.ai is one AI tool that can help marketers throughout the entire acquisition funnel.
Jonathan Hedger, co-founder and director at Amplify Digital Marketing, says his team uses Jasper.ai to develop comprehensive blog posts that are closely aligned with the search intent of their target audiences. “By feeding Jasper.ai data on trending topics within our industry and specific keywords we aim to rank for, Jasper.ai helps generate detailed content outlines that we then flesh out with unique insights and data,” he said.
For instance, he shared, they used Jasper.ai to make content for a client in the scientific equipment sector. It helped them craft content that catered to very niche topics, which were instrumental in capturing the attention of laboratory managers and research scientists — their key buyer personas.
The results were impressive: “Over a three-month period, we saw a 50% increase in organic search traffic to these blog posts, which also led to a 30% uptick in on-page engagement as measured by time spent on page and interaction with content.”
Key features of Jasper.ai include:
- AI-powered content generation for blogs, social media, and marketing copy.
- Templates for various content types to streamline creation.
- SEO optimization suggestions to improve content visibility.
2. Drift
Part of the Salesloft platform, Drift is an AI-powered conversational marketing platform that can significantly enhance your customer acquisition efforts through intelligent chatbots and personalized messaging. This tool directly addresses the growing importance of AI chatbots in customer acquisition, which we highlighted earlier.
Remember, our data showed that AI chatbots are the most used AI tool among marketers, with 35.12% adoption. Drift is at the forefront of this trend, offering features that align with AI-driven personalization and efficiency.
Drift's AI capabilities include:
- Real-time website visitor identification and engagement.
- Automated meeting scheduling with sales representatives.
- Personalized messaging based on visitor behavior and characteristics.
- Integration with CRM systems for seamless lead management.
By automating initial customer interactions and personalizing the experience, Drift can help reduce CAC while improving conversion rates.
Pro tip: Be sure to check out their patented AI, Drift x GPT functionality, which has integrations that create deep and more actionable conversations.
3. Albert.AI
Albert.ai is an AI-powered digital marketing platform that automates and optimizes multi-channel digital advertising campaigns. This tool exemplifies the power of AI in improving marketing ROI, which 73% of marketers reported as a benefit of AI tools.
Albert.ai's key features include:
- Autonomous campaign management across multiple digital channels.
- Real-time budget allocation and bid adjustments.
- Audience segmentation and targeting optimization.
- Detailed insights and reporting for continuous improvement.
Albert.ai‘s capabilities align with AI’s role in optimizing marketing spend and improving targeting precision. By automating complex campaign management tasks, Albert.ai can help you reduce CAC while reaching your most valuable prospects.
4. Crayon
Crayon is an AI-powered competitive intelligence platform that helps businesses stay ahead of their competitors and refine their customer acquisition strategies. This tool addresses the need for data-driven decision-making in customer acquisition.
Key features of Crayon include:
- Automated tracking of competitors' online presence and activities.
- AI-driven insights and recommendations for strategic decision-making.
- Real-time alerts on significant competitor changes.
- Integration with CRM and business intelligence tools.
Crayon's AI capabilities can help businesses identify new opportunities for customer acquisition and optimize their strategies based on competitive insights, potentially leading to a lower CAC and improved market positioning.
5. HubSpot
Of course I may be a little biased, but I had to throw HubSpot’s name in the ring. HubSpot offers a suite of AI-powered tools through Breeze. That includes content creation, chatbots, and predictive lead scoring.
Key AI features in Breeze include:
- AI-powered content creation assistant for blogs, emails, and social media posts.
- Chatbot builder for creating conversational AI experiences.
- Predictive lead scoring to identify high-potential prospects.
- Smart content tools for delivering personalized experiences.
- AI-driven reporting and analytics for data-driven decision-making.
Pro tip: Looking for a specific AI marketing solution? Visit Future Tools to find AI-powered software that works for you.
Use AI to Supercharge Your Customer Acquisition Strategy
The AI revolution in customer acquisition is here, and it's transforming how businesses attract and convert customers. From predictive analytics to hyper-personalization, AI is enabling marketers to work smarter, not harder.
The data speaks volumes: With the majority of marketers reporting a positive ROI from AI/automation tools, it's clear to me that AI is not just a buzzy trend but a fundamental shift in how we approach customer acquisition.
If you’re looking for somewhere to start, tools like Jasper.ai, Drift, and HubSpot are at the forefront of this revolution, offering capabilities that span content creation, conversational marketing, and comprehensive CRM solutions. These tools, when integrated effectively, can transform every stage of the customer acquisition funnel.
And remember that AI is a great partner to human expertise; if you’re looking to uplevel your customer acquisition strategy, start with the basics.
The State of Customer Service Report
Unlock essential strategies for exceeding customer expectations and driving business growth in a competitive market.
- Exclusive insights from worldwide CRM leaders
- Analysis of modern customer behaviors
- Closer look at the AI opportunity in CRM
- Strategies for staying agile in 2024 and beyond
Download Free
All fields are required.
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