Conversational AI Lead Scoring—Definition, Benefits & Best Practices

Efficient lead scoring ensures your SDRs focus only on accounts that are likely to convert, helping you optimize resources. As traditional lead scoring requires a lot of time and effort, sales teams are looking for more advanced solutions to automate the process. ⚙️

One such solution is conversational AI. By automating communication with leads and asking the right questions, conversational AI can accurately identify high-potential accounts and forward them to SDRs.

Using AI for different sales processes has helped our team elevate sales campaigns and achieve better results. For example, thanks to the technology, we’ve fully automated a four-step campaign for our outbound sales sequences, getting a 5.1% positive response rate.

In this guide, we focus on conversational AI lead scoring and its mechanisms and benefits to help you find and prioritize the most promising accounts.

Conversational AI for Lead Scoring 101

Conversational AI is a type of AI that simulates human conversations. 💭

The most popular conversational AI tools are chatbots and virtual assistants that can work around the clock to interact with humans, ask and answer questions, and analyze interactions for different purposes.

The technology’s core mechanisms make it ideal for simplifying and advancing lead scoring. Unlike traditional lead scoring methods that require a lot of manual work, conversational AI handles the work for you and ensures precise and realistic scores. 💯

How Does Conversational AI Lead Scoring Work?

Conversational AI typically uses advanced technologies such as natural language processing (NLP) and machine learning (ML) to understand, analyze, and respond to human language.

NLP is what allows conversational AI to interpret human language and analyze the meaning, context, and intent behind every word. Thanks to NLP, conversational AI tools can pick up on emotions, process different wording, and identify the tone of any message.

Meanwhile, machine learning enables conversational AI tools to learn from interactions. This means that these tools improve over time by adapting to users, refining their questions and answers, and enhancing their prediction capabilities.

Some conversational AI solutions also employ techniques like text-to-speech (TTS) and automatic speech recognition (ASR) to convert text into words and vice versa.

In terms of lead scoring, these functionalities allow conversational AI to:

• 💭 Engage with leads via chat or voice call
• 🧲 Capture relevant data points on leads
• 🖥️ Analyze your leads’ responses to understand which accounts fall into your ideal customer profile (ICP)

Benefits of Using Conversational AI for Lead Scoring

Here are a few reasons why you should consider adding conversational AI to your lead-scoring processes:

• Time optimization—Since conversational AI interacts with leads without your involvement, you’ll have more time on your hands for activities that do require your input, like negotiating with prospects
• 24/7 availability—Conversational AI doesn’t get sick, overwhelmed, or busy. It can interact with leads at any time, ensuring every individual receives equal attention
• Real-time scoring—By analyzing responses and scoring leads in real-time, conversational AI ensures constant access to the latest information and catches high-potential accounts at the right moment
• Scalability—Conversational AI can score countless leads, allowing you to grow without hiring additional SDRs. In fact, the technology can handle the work of several human SDRs, allowing you to save money
• Consistency—The technology offers consistent performance and uniformity. It gives attention to every lead without exception and will score leads without bias or subjectivity. Over time, this consistency will support forecasting and help you identify leads most likely to convert
• Comprehensiveness—By applying complex combinations of scoring criteria to objectively rank accounts, conversational AI ensures they’re exactly what you’re looking for and prevents time waste
• Error elimination—Unlike humans, conversational AI isn’t prone to mistakes when scoring leads because it works based on data, not emotions or personal attitudes

How To Use Conversational AI for Lead Scoring

The exact way you’ll use conversational AI to score leads depends on the software you opt for. Still, here are the rough steps for employing conversational AI in your lead-scoring workflows:

1. Find a tool that aligns with your goals and needs
2. Train the tool on your company’s offer, ICP, lead-scoring criteria, industry-specific terms, questions it should ask, and anything else that could come up during interactions with leads
3. Sync the tool with your CRM systems, email management platforms, and other relevant platforms in your tech stack to ensure data transfer
4. Launch the tool and allow it to begin scoring leads
5. Analyze the results by comparing them to historical data and leads you’ve scored using other methods to ensure accuracy
6. Regularly train the AI to ensure its work reflects the latest updates in your company or changes in lead behavior and preferences

Best Practices for Using Conversational AI for Lead Scoring

To maximize the potential of conversational AI for lead scoring, here’s what to do:

1. Set clear criteria
2. Feed it with accurate, relevant, and up-to-date information
3. Try out the platform before launching it
4. Regularly update AI’s knowledge base
5. Supervise AI’s work

Set Clear Criteria

Conversational AI tools may be able to carry conversations with leads, but they can’t accurately rank them if you don’t “tell” them what factors to rely on for scoring.

As there are a lot of potential data points to focus on, you need to determine which ones are relevant for your business. To do that, you can:

• Analyze current customers and their demographic, firmographic, and behavioral characteristics, as well as social media and email engagement. Find shared characteristics to pinpoint relevant scoring criteria
• If you’re a new business, create an ICP that determines the characteristics of customers who are an ideal fit for your products or services
• Talk to your SDRs to get their input on which criteria to focus on

The more precise your criteria, the more accurate your conversational AI tool will be at scoring your leads for the best outcomes. 👌

Provide Accurate, Relevant, and Up-to-Date Info

To offer excellent interactions to your leads and get the info necessary for scoring, your conversational AI tool needs to know more about your company, offer, and procedures. 👂

The info you provide needs to be 100% accurate and up-to-date—otherwise, you risk giving your leads the wrong data, which could jeopardize the reliability of the scoring process.

Provide this information by training the tool and integrating it with platforms you already use, such as your CRM platform, email management solution, or relevant databases.

Try the Tool Before Launching It

Before your conversational AI goes live and starts interacting with leads, make sure to run a test and see if it works as it should. Most tools let you run a simulation to double-check the accuracy of the answers and ensure efficiency.

If there’s even a tiny issue, fix it before launching your conversational AI tool and then re-run the test to be 100% sure everything’s going as planned.

Regularly Update AI’s Knowledge Base

Your company may change its policies and procedures over time, launch new products, or update existing ones. All this needs to be reflected in the AI’s knowledge base to ensure accuracy.

The same goes for changing your lead scoring criteria—as the market evolves, trends change, and you may notice some criteria no longer make sense. Regularly update the criteria for your conversational AI tool to always get precise results. 💪

Supervise AI’s Work

While conversational AI significantly simplifies lead-scoring processes, it can make mistakes. Even the most advanced AI tools can’t perceive people’s emotions, and this can sometimes be the key to scoring leads.

To get the best results, you need to balance artificial and human intelligence. Oversee and correct AI’s lead scoring whenever necessary instead of relying on it 100%. 🤝

Is Conversational AI All You Need for Efficient Lead Scoring?

Conversational AI tools are excellent for obtaining zero-party data from leads and scoring accounts based on direct interactions. But this isn’t the only or the best way to score leads.

Many businesses also like to do independent research when scoring leads. This process involves tapping into databases and visiting company websites and social media to find comprehensive information on leads and then score them based on pre-defined criteria.

While you can research leads manually, using a sales tool is a much better and time-efficient option—an advanced solution will help you get various data points on leads from different sources and use them for scoring. You can use this data along with a conversational AI tool for lead scoring or independently, depending on your goals and needs.

Besides simplifying lead scoring, a robust sales tool can help with other processes, like data enrichment and outreach, to help you streamline every step of your campaigns. 👌

To find such a tool, here are a few criteria to keep in mind:

• Feature versatility—In addition to lead-scoring options, the right tool should offer features for handling other parts of a sales campaign to ensure comprehensiveness
• Ease of use—The tool should have a user-friendly interface and detailed resources on every option to simplify the transition
• Flexible plans—Multiple pricing options and a free plan (or at least a free trial) allow you to find the best solution for your team
• Integrations—The tool should be able to connect to different platforms, allowing you to expand its functionalities

One tool that ticks all the boxes is Clay—it offers powerful options for lead scoring and beyond.

Score and Prioritize Leads With Clay

Clay is a sales automation platform with a wide feature set designed to streamline sales campaigns. As for lead scoring, the tool offers several easy-to-use options that help you effortlessly identify high-potential accounts.

With Clay, you can score leads based on the data you get directly from them through forms and the data you’ve collected through your research. 🔍

Here’s how to do it:

1. Use Clay’s scraping and enrichment options to gather lead information (more on them later on) and add them to your Clay table
2. Connect Clay to your lead forms
3. Launch the forms and wait until leads fill them out
4. Pull the responses into your Clay table
5. Use Clay’s automatic AI scoring to rank leads based on the criteria you’re interested in. For example, you can score leads according to the number of times they mention a particular word on their website

If you’d like to do some general lead qualification and grouping, you can always use Clay’s basic and advanced filtering options. All you need to do is choose your filter(s) and shorten lead lists to ensure each account aligns perfectly with your ICP.

Clay also offers lead scoring formulas for anyone who prefers to have complete control over the scoring process. Thanks to these formulas, you can choose your criteria and customize the point structure to reflect your priorities. If you’re still not comfortable creating your own formulas or want to save time, use Clay’s premade lead scoring templates. ✅

Clay’s AI Options—Easy Sales Automation

Clay offers several valuable AI features that can assist with not just lead scoring but other essential sales processes.

One of the best-known options is Claygent, a convenient AI research assistant that can answer questions regarding people and companies and fetch info from any website on the internet. Thanks to these capabilities, Claygent can serve various purposes, such as:

• Researching leads
• Enriching existing lead data
• Generating campaign ideas
• Cleaning data

Claygent can also help you score leads. For example, you can ask it to find specific info on your leads and assign a specific score to the retrieved data. 💪

Another AI option that can power your data gathering, lead scoring, and other sales processes is the OpenAI integration, which lets you use ChatGPT to complete various conversational AI actions without leaving Clay.

Once you identify high-potential leads, use Clay’s AI email writer to create hyper-personalized messages for each account. The writer uses lead data from your Clay table to generate unique messaging—you choose which data points to include and write prompts, while Clay does the rest.

Clay’s Scraping and Enrichment Features—Build a Solid Foundation

Every successful sales campaign starts with quality lead data. If you don’t know your leads, you can’t properly score them or create captivating outreach strategies. Clay ensures that doesn’t happen with its scraping and enrichment features.

While Claygent helps you obtain specific data points on your leads or competition, Clay’s Chrome extension allows you to scrape entire pages of websites using premade or customized recipes. In only a few clicks, you can save data from social media pages or company websites to your Clay table, building a comprehensive database.

If you already have a database you’d like to upgrade with fresh info or fill in some gaps, use Clay’s 50+ enrichment integrations to get the desired data. That’s right—Clay integrates with dozens of databases to find all the info you need for precise lead scoring and personalized outreach. All databases are available within Clay and don’t require extra accounts.

You can access any database individually or use waterfall enrichment to search multiple data providers one by one until you find what you’re looking for, automating enrichment and maximizing coverage.

Choose the Best Plan for Your Needs

You can explore Clay’s main options at no cost with the platform’s free forever plan. To enjoy the platform’s more advanced functionalities, select one of the four paid plans:

All plans support unlimited users.

Clay offers fantastic value for money and helps users revolutionize their approach to sales. Here’s what one user has to say about the platform:

Get Started With Clay

You’re only a few steps away from using Clay to transform your sales campaigns—here’s how to set up your account:

1. Visit the signup page
2. Enter your name, email address, and password
3. Begin your Clay journey 🧳

Visit Clay University if you want to learn more about the platform through detailed feature walkthroughs. You can also join the Slack community and check out users’ Claybooks to stay informed on the latest news and get insider tips on creating successful campaigns.

💡 Keep reading: Explore the various roles AI can have in sales by reading our in-depth guides below:

• ChatGPT email prompts
• AI lead-nurturing systems
• AI email finder
• AI for sales and pipeline management
• ChatGPT prompts for lead-scoring techniques