AI and Knowledge Graphs: How to Enhance Segmentation, Prioritization, and Personalization of Potential Prospects

AI and Knowledge Graphs: How to Enhance Segmentation, Prioritization, and Personalization of Potential Prospects
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In the digital era, data has eclipsed money and even time as the ultimate currency. With the advent of machine learning and artificial intelligence, sales and marketing professionals find themselves at the forefront of a revolution in how customers and potential prospects are discovered, understood, and cultivated. A new method, which leverages the well-known insights derived from knowledge graphs and the pinpoint precision of AI, optimizes segmentation, prioritization, and personalization, leading to greater productivity and growth.

Knowledge graphs have long been used by leaders to understand complex relationships between their companies and potential customers. By linking entities, categories, and properties in one graph or network, they can effectively categorize and store data. When combined with AI, the power of knowledge graphs is increased significantly, resulting in stronger account and contact level strategies. It is easier than you may think to utilize AI to augment your own data collection efforts.

First, Understand and Define Your Entities and Relationships

Before getting started, take some time to outline your entities, which for companies are potential prospects, including their accounts, contacts, and associated data points.

Once you have determined your entities, you are ready to detail the relationships, or links, between them. Remember to be thorough with this step and look for every connection, such as their preferences, history with your business, and the contact’s role within the account.

To compile this information, you will pull data from your CRM, website analytics, social media interactions, and other platforms you may use.

Next, Choose a Tool to Build the Knowledge Graph and Plug in Information

The right tool or framework for building your knowledge gap is essential, so look over your options carefully. Neo4j, WhoKnows, Amazon Neptune, and Google’s Knowledge Graph are all popular options. Which one you select will depend on your organization’s needs and its AI/ML capabilities.

With all the pieces in place, you are now ready to input your data, construct the knowledge graph, and identify patterns, relationships, and insights within the data using machine learning algorithms.

Analyze Data from the Knowledge Graph

With the power of artificial intelligence, you will now analyze your knowledge graph and receive deeper insights. The technological advances of the past year, including natural language processing, predictive analytics, and ML, mean that you will better understand the content of interactions, future behavior, and underlying patterns.

Here is the most exciting part: because of AI, your knowledge graph can learn and adapt as you add more data. The end result is that you will enhance your understanding of your prospects and be empowered with more detailed connections. 

Implement Stronger Segmentation, Prioritization, and Personalization Strategies

At this point, your AI-powered knowledge graph is detailed and rich, the perfect foundation for effective strategies for segmentation, prioritization, and personalization.

  • Segmentation: Previously, prospects were grouped based on demographic data. Now, however, you will benefit from granular segmentation based on behavior, engagement, preference, and more.
  • Prioritization: Your AI-powered knowledge graph can help you to focus your resources where they will potentially make the biggest impact, including prospects that are most likely to convert, those with the greatest possible lifetime value, or their influence within their organization.
  • Personalization: You can personalize your strategies on a much higher level because you understand the unique relationships and behaviors of each prospect. Possibilities include tailoring communication based on a prospect’s preferences, personalizing product recommendations, or even customizing the sales process for individual accounts.

As every marketer and business leader knows, experiences that are personalized and relevant are key to identifying prospective customers and earning their loyalty. Knowledge graphs that are backed by AI/ML are a crucial resource for your business, one that provides an evolving database of information for sales teams.

To learn more about leveraging AI and knowledge graphs, please visit and schedule a demo.


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