Want To Convert Leads? Your CRM System Needs These AI Tools 

AI is often talked about as a time-saver, but its real value goes much further. When built into a CRM system, AI can help businesses follow up faster and more personally, create a consistent customer experience, and convert more leads without adding more manual work. 

The challenge is that not every CRM software uses AI in ways that actually move the needle. To see real results, you need tools that help you understand conversations, prioritize the right opportunities, and take the next best step with each lead. 

In this blog, we’ll look at three AI features your CRM needs to help you do just that. Let’s dive in!  

Call Analysis 

If you want to improve the way you capture, nurture, and convert leads, you have to start at the beginning: your very first conversation. 

For many businesses, that’s where things start to break down. Calls come in back-to-back; notes get missed, and important details slip through the cracks. When teams are juggling multiple leads at once, it’s easy to lose track of who said what or forget to follow up altogether. 

That’s where a built-in AI call analysis tool can make a real difference. 

With the right CRM system, AI can automatically capture and summarize conversations, highlight key details, and log everything to the contact record. Instead of scrambling to take notes or relying on memory, you can stay focused on the conversation while the system keeps track of the details for you. 

Pro Tip: The most effective tools don’t stop at calls. Look for a software that can also analyze form submissions and chat conversations, giving you a complete view of every lead interaction — not just what happens on the phone. 

Lead Prioritization 

Once you’ve captured the details from each conversation, the next step is deciding which ones to focus on first.  

Not every lead is at the same stage and treating them all the same can slow your team down and delay follow-up with the people ready to buy. But manually ranking leads takes time — and in a busy business, it often doesn’t happen at all.  

What helps is an AI-powered lead prioritization tool to evaluate each lead as it comes in, using factors like engagement history, conversation details, intent signals, and more to rank opportunities in real time.  

So rather than guessing who to call first or digging through notes, you can log in to your CRM and immediately see which leads deserve your attention now, and which ones can wait. 

The result? Your team is able to: 

• Respond faster to high-value opportunities 

• Spend less time chasing cold leads 

• Make better use of every hour in the day 

Follow-Up Recommendations 

The first two features help you capture lead details and decide who to prioritize. The final step — and often the one that determines whether a deal moves forward — is the follow-up. 

After a conversation, it’s not always obvious what to do next. Should you send a quote, schedule a call, share more information, or check back in later? With so many options, it’s hard to decide what each lead needs. 

To take the guesswork out of the mix and save you time deciding, the third and final recommendation is to find a CRM system with AI that recommends next steps automatically. 

By analyzing each conversation alongside the lead’s stored details, AI can recommend clear next steps, so you don’t have to guess what to do next. 

And instead of spending time deciding, your team can move straight to action, giving every lead timely, relevant follow-up that keeps deals moving forward. 

The Right AI Features Make All the Difference 

If you’re shopping for a CRM system — or considering switching platforms — it’s worth taking the time to find one with the AI features you need to capture, prioritize, and follow up with leads in the most effective and efficient way possible. 

The good news is that there are tools out there that do all of the above. Solutions like AI Lead Insights in Thryv Marketing Center™ bring conversation analysis, lead prioritization, and follow-up recommendations together under one roof so you can spend less time managing leads and more time closing deals. 

Take a look at our AI Lead Insights blog to see if it could be the right fit for your business.