Thryv has introduced its new Thryv AI Lead Flow platform in Australia and New Zealand, aimed at assisting small businesses in managing sales leads and automating follow-up processes. The launch is significant as it coincides with a noted increase in the adoption of artificial intelligence (AI) among small and medium-sized enterprises (SMBs) in both regions.
The Thryv AI Lead Flow system consolidates various tools for enhancing online visibility, lead management, and automated sales follow-ups into a single platform. Built on the Thryv Marketing Centre and Keap software, it features capabilities such as lead summaries, lead scoring, automated routing, and follow-up workflows. The product operates through four key stages: attracting and capturing leads, managing leads with AI-generated summaries, linking marketing and sales functions, and converting leads into customers through automation.
Research conducted by Thryv highlights a growing trend of AI utilization among SMBs, with its 2025 Business Index and Consumer Report indicating that 59% of Australian SMBs and 56% of New Zealand SMBs currently utilize AI technologies. The study further suggests an optimistic outlook for the business environment, with 64% of Australian SMBs and 72% of New Zealand SMBs anticipating revenue growth in the next six months. Notably, 39% of Australian SMBs and 41% of their New Zealand counterparts identified improved marketing as a primary driver of this expected growth.
Thryv emphasizes that the real challenge lies in the follow-up process after initial customer contact. While many small businesses succeed in generating interest, they often struggle to maintain consistent communication when leads emerge from various channels. Elise Balsillie, Head of Thryv Australia and New Zealand, stated, “Across Australia and New Zealand, many small businesses are doing the hard part of earning attention; however, they are still losing time and opportunity in the gap between enquiry and action.” Balsillie underscored the importance of a more integrated system to facilitate immediate commercial advantages.
The gap between business perceptions of their online presence and consumer experiences is noteworthy. Over 72% of Australian SMBs and 75% of New Zealand SMBs believe they have a strong digital profile, but only 49% of Australian consumers and 52% of New Zealand consumers share this view. This disparity indicates that merely enhancing visibility may not suffice in converting interest into sales. Quick response times and consistent follow-up are critical to effectively transform online inquiries into revenue-generating opportunities.
Balsillie remarked on the urgency for small businesses to address lead management, stating, “Eliminating lead leakage has become a much sharper growth priority.” She added that SMBs require better visibility over valuable leads, expedited follow-up, and a more structured pathway from interest to customer. “When technology can help a business show up more strongly, understand its leads faster, and keep follow-up moving without adding manual burden, it gives that business a better shot at growth that is both measurable and sustainable,” Balsillie explained.
The Thryv AI Lead Flow system aims to strengthen online visibility across more than 30 listing sites while capturing and summarizing leads from various communication channels, including calls, forms, and chats. The platform employs AI lead scoring to identify higher-intent prospects and automates follow-up based on customer interactions. This focus on automation responds to the increasing workload pressures faced by owner-managed firms, enabling them to meet customer expectations without additional administrative burdens.
As small businesses grapple with tighter margins and heightened consumer demands, the integration of technology is becoming more crucial. Balsillie characterized the challenge as one of balancing time and margin pressures alongside effective marketing execution. “Business owners are being asked to do more with tighter time, tighter margins and higher customer expectations,” she noted. The Thryv AI Lead Flow product embodies an effort to leverage technology in addressing these challenges, promising a more streamlined approach to transforming leads into loyal customers.
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