Use case · Media & Advertising
DPG Media: AI-driven lead management for advertising sales
Together with DPG Media we built an AI-driven framework that recognises, qualifies and prioritises high-potential leads for advertising solutions, so commercial effort goes where it has the most impact.
The challenge
Plenty of data, no structured way to spot the best leads
DPG Media wanted to speed up and improve the sales process for its advertising solutions. The company had a wealth of customer and behavioural data, but it wasn’t being used in a structured way to recognise promising leads early.
The result: sales spent time on leads with low potential, while high-intent prospects were not always followed up first.
The approach
One connected lead journey
The framework connects data, AI and CRM systems to support every step, from first signal to sales follow-up.
- 1
Recognise
Identify who is showing interest and whether they are already a customer.
- 2
Enrich
Add behavioural and profile data for a complete picture of each lead.
- 3
Score
A machine-learning model rates each lead’s potential.
- 4
Prioritise & follow up
Sales works the most promising leads first.
Core components
Four building blocks
Lead qualification
Leads who show interest are enriched with behavioural and profile data, giving a fuller picture before anyone picks up the phone.
Customer recognition
Form submissions are matched against internal CRM systems to avoid duplicate follow-up and surface existing relationships.
Profile recognition
Website interactions reveal interest areas and visitor intent, so messaging can be tailored.
AI-driven lead scoring
A machine-learning model combines customer recognition, behaviour and form data to score each lead, so sales can prioritise.
The impact
A smarter, faster, more scalable lead process
Sales and marketing now work from the same signals, with a model that keeps improving as more data flows through it.
- More relevant engagement with every lead
- A more focused sales team working the best opportunities first
- Shorter lead cycle times from interest to follow-up
- Real-time dashboards for funnel performance
- Earlier recognition of strong-intent leads
- Closer collaboration between sales and marketing
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