Using AI in Marketing

How Can AI Drive Your Marketing Automation?

Businesses are constantly looking for ways to engage with their customers throughout the entire buying journey. This is especially important in today’s rapidly changing marketing landscape. The touch points between a brand and its customers have become a complicated web spun by branded content, social media, web search, email, and more.

It is common knowledge that when customers are well informed – receiving the right information at the right times – they are more likely to spend more. Many companies are seeing the merit of investing in marketing automation to better understand and get closer to prospective buyers. Marketing automation is now stepping up a notch, utilising the power of artificial intelligence (AI), using customer data to target and predictively engage with prospects and leads.

Increasing revenue is the top reason for implementing marketing automation.

Marketing automation makes it easier to align sales and marketing goals. When both teams collaboratively focus on the customer life cycle, they can create personalised messages, content and programs for their target audience, resulting in a more effective process for conversion and driving sales.

Companies can save time and resources by automating lead nurture programs and creating paced out, drip marketing campaigns to cross-sell and upsell. Now marketing and sales team can immediately ascertain whether a piece of targeted content resonates with potential customers or not.

Depending on whether the intended recipient opened an email, clicked through it, or did nothing at all, the team will know exactly what to do next.

The data collected provides valuable insights

For example, the content within the email was interesting enough to click through to the brand’s site, but it may not be relevant since the site visit lasted only a few seconds and the content wasn’t downloaded.

Marketing can also customise the content based on the sales team’s own experiences and preferences with the potential customer, making the interaction even more personalised and meaningful.

AI for more effective end results

Although still in its early days, AI technology is already taking the world of digital marketing by storm. Because AI has the power to see the entire scope of a business and its customers, it can help help marketers and sales teams get smarter about predicting potential customer needs.

When potential customers open a targeted email, download a guide or even delete the email unread, every action is an indicator. Based on those indicators, AI-powered predictive lead scoring ranks and prioritises the leads most likely to convert into real deals for a business.

Thanks to lead scoring, businesses can better understand their customer needs. They can contact the most interested prospects based on predictive data generated from learning and understanding user behaviours.

By using AI, sales teams can have more meaningful conversations about a guide or flyer that a prospect just downloaded, for example, and have a valid reason to start a conversation with the prospect about the content. This technology cuts out the time spent on unqualified leads and can predict sales with greater accuracy.

Today, with the accessibility and ease of use of marketing automation software, marketing teams can successfully develop highly personalised and custom campaigns that appeals to prospects. In turn, sales leads become more accurate and appropriate for reps to pursue. They’ll also able to do so more confidently, and with the right information in hand.

Marketing automation together with AI is set to be a win:win for businesses.

 

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