SMB marketing and SaaS powerhouse Thryv (Nasdaq: THRY) today announced a new function that automates marketing workflows. Known as AI Lead Flow, it unifies marketing and sales automation into one comprehensive tool that’s meant to free up SMBs to spend their time on higher-value tasks.
AI Lead Flow accomplishes this by connecting several functions, such as online visibility, lead management, and sales follow-ups. Unifying these tools lets AI work across the board with sufficient data, then automatically executes tasks such as responding to leads and prompting sales follow ups.
In doing so, AI Lead Flow addresses two key objectives: operational effectiveness and time efficiency. The time savings are clear in the automation piece, while executional improvements come with intelligent processes that apply consistent standards. These include things like optimally-timed sales follow-ups.
“Thryv delivers efficient growth for small businesses by unifying their sales and marketing,” Thryv CEO Joe Walsh told Localogy Insider. “With AI Lead Flow, we’re bringing marketing visibility and sales automation into a single, AI‑enabled platform that captures, prioritizes, and converts every lead automatically.”
Thryv’s Joe Walsh on Taking a Measured, Practical Approach to AI for SMBs
Under the Hood
Going deeper under the hood, Thryv outlines AI Lead Flow’s functionality by organizing it into four stages.
Stage 1: Attract and Capture Leads: Thryv helps businesses build a strong online presence across more than 30 high-traffic listing sites, including Google, Yelp, and Facebook. Paired with SEO-optimized websites, AI-powered social posts, and review management tools, small businesses can consistently show up where their best leads are searching.
Stage 2: Intelligent Lead Management: Once leads come in, AI automatically summarizes calls, forms, and chat interactions so owners instantly know what was discussed and what to do next. AI lead scoring surfaces the prospects most likely to convert, while AI smart tags trigger timely, relevant follow-ups, eliminating the need for manual sorting and prioritization.
Stage 3: Seamless Lead Flow from Marketing to Sales: Powered by the integration of Thryv and Keap software, AI Lead Flow keeps lead capture and follow-up automatically connected. Intelligent lead routing evaluates each lead as it comes in, using factors like engagement history, conversation details, intent signals, and more to rank opportunities in real time. Handoffs between marketing and sales happen behind the scenes without any manual intervention.
Stage 4 Faster Conversions: Automated follow-ups are triggered based on real customer actions, like calls, messages, and purchases. This ensures the relevant message reaches prospects in a timely manner. Ready-to-use automation templates make launching campaigns fast, while a drag-and-drop automation builder allows businesses to create fully customized workflows.
Pain Points
Stepping back, it’s important to note the SMB demand that compels tools like AI Lead Flow. Thryv reports that 57 percent of SMBs say that reaching customers and growing sales are their top challenges. These figures rest against a backdrop of longstanding SMB sentiments about being time-starved.
As noted, AI Lead Flow addresses both challenges – operational effectiveness and time/cost efficiency. These are the two driving factors behind much of the SMB AI and automation tools that continue to roll out rapidly. They’re not just tech for tech’s sake… they’re addressing real SMB pain points.
Speaking of pain points, automating lead management – as opposed to other AI functions like SEO or reputation management – often boils down to not losing business due to fumbled leads. SMBs spend so much time and money on marketing, then often fail to manage inbound leads effectively.
But to show rather than tell, Thryv’s early trials validate AI Lead Flow’s ability to scratch this itch. The Prepared Group reports that AI Lead Flow tracked all of its sales calls and segmented leads by quality, then devised optimized follow-up plans accordingly. It’s now booked out months instead of weeks.
“[AI Lead flow] strengthens our integrated platform strategy,” said Walsh,” and our ability to drive measurable revenue outcomes for our customers at scale.”
