Leverage AI Marketing Tools Improve Your Sales Strategy and Materials
Artificial intelligence or AI is a term that covers many different technologies. You may have heard of machine learning, natural language processing (NLP) or natural language generation (NLG). You may even be engaging with an AI process right now. For instance, Gmail has a feature that predicts the next word you will type and offer a suggestion using NLP. Similarly, cloud-based writing assistant Grammarly uses AI to help make your text more professional. When you’re using Siri or Google Assistant, you’re engaging with AI through NLG.
In the marketing space, AI technology is becoming an increasingly powerful tool and is transforming the way brands create and distribute content. While marketers today see an intelligently automated future, lack of education and training is holding the industry back, with the 2021 State of Marketing AI Report finding that 70% of respondents seeing it as a barrier to the adoption of AI in their marketing strategy mix.
While the numbers vary, every major report on artificial intelligence seemingly concur that its annual financial impact will be in the trillions:
- McKinsey Global Institute estimates up to a $5.9 trillion annual impact of AI and other analytics on marketing and sales.
- PwC predicts a truly global AI effect, estimating that a 14% lift in global GDP is possible by 2030—a total contribution of $15.7 trillion to the world economy, thanks to both increased productivity and increased consumption.
- Gartner projects AI augmentation will create $2.9 trillion of business value and 6.2 billion hours of worker productivity globally in 2021 alone.
These are indeed staggering numbers, and visionary marketers are leveraging the technology to increase revenues, reduce costs and build massive competitive advantages.
An advanced intelligent machine system reads and/or writes human language. Every time it does, with every word that is read or written, the AI learns a little more based on user inputs without a human constantly updating the parameters that dictate their outputs. It may not be perfect. But it’s getting better, fast.
Content Marketing Using AI Tools
It's difficult to predict which specific roles and skills will be affected by AI and intelligent automation, but Mike Kaput, the Chief Content Officer at the Marketing AI Institute, believes the following types of skills are more open to automation because of AI.
- Repetitive. Tasks that are completed following a set of repeatable steps that don't change much are susceptible to automation.
- Data-driven. Tasks that rely on data to produce outputs are primed for applying AI.
- Predictive. Tasks that require making a prediction about an outcome are tasks that AI excels at.
While many tasks and roles could become automated by AI, those that have one or more of the above characteristics are more likely than others to become partially or fully automated.
AI Tools for Content Production
We are in a new era of constant content creation with the rise of AI systems. Short-form content like email subject lines, ad copy or even tweets can be generated without any human input using these powerful tools that churn out text automatically—at higher rates than work produced by human copywriters.
In early 2019, OpenAI—a non-profit AI research company backed by billionaires Elon Musk, Peter Thiel and Reid Hoffman—announced they built an AI model, the GPT-2, that analyzed eight million web pages to write coherent paragraphs of text at scale. Thanks to Open AI’s GPT-2 model, there’s huge potential for longer-form content creation to become possible with advanced AI.
While it’s too early to tell how this type of advanced AI will be utilized in marketing, the implications are too big for content marketers to ignore, says Kaput. “We could be looking at an AI-powered future where humans and machines work hand-in-hand to actually write marketing content.”
AI Tools for Content Intelligence
Marketers all too often rely on intuition when it comes to constructing an effective marketing plan. When they lean into the data, it can prove so overwhelming that it becomes difficult to cut through the noise and glean relevant insights for their content mix.
AI does a better job than humans at zeroing in on important statistics and offering relevant insights for your content. These systems gather and analyze your content performance data by comparing it with other sites on the internet, and offer predictions about everything from what and how to write to what words and topics perform best. These data-driven insights generated by AI lead to smarter content strategies.
AI Tools for Content Optimization and Recommendation
AI systems can optimize content both pre- and post-publishing, reducing manual work and saving time. Going beyond topic and content recommendation, marketing AI can also check for brand compliance across assets, apply search engine optimization and predict user intent to ensure content alignment.
Talk to Leads and Customers Through Chatbots
Intelligent AI chatbots provide a middle ground between impersonal pre-recorded replies and time-consuming real-life operator support. These chatbots have many uses.
Chatbots for Customer Service
AI-powered chatbots are a useful tool for creating a positive customer service experience. These chatbots address customer queries without ever having to connect them with an agent. If real-life support is necessary, chatbots can automatically direct them to the right agent based on their concerns.
Chatbots for FAQ
Intelligent chatbots that answer common questions can take a huge and repetitive load off the shoulders of your customer service teams. This frees them up to focus on more challenging and pressing customer concerns.
Chatbots for Shopping
AI chatbots for shopping provide an in-app shopping experience for customers. Whether through social media or a website, these chatbots help customers find what they need, provide additional information and walk them through the purchasing process without even having to leave the chat.
Chatbots for Marketing
AI marketing tools are a valuable lead generation device. A powerful form of one-on-one communication, this technology is used to send relevant messages, gather important customer information and guide customers through the marketing funnel.
Chatbots for Sales
AI chatbots are a great way to guide a customer's journey from contact to purchase to post-sales service. Intelligent chatbots can be as complex and helpful as virtual assistants. They can set appointments and reminders, collect emails for newsletters, qualify leads and personalize sales pitches.
Use AI to Qualify Leads and Personalize Sales Pitches
In an era where customers are becoming increasingly demanding, offering personalized service is more crucial than ever. A study by Accenture revealed that 75% of customers are more likely to purchase from a company that offered personalized service based on their individual preferences. However, for companies that interact with many customers daily, offering personalized service is a challenging undertaking.
AI marketing tools make personalized service more manageable and consistent. By automatically gathering large amounts of data per interaction, leads are qualified more accurately and sales pitches are personalized. This makes every customer feel special, assured their unique needs are being met.
Prospects are effectively handled by AI technology, which guides them through the sales funnel by answering questions and nurturing the relationship until they are ready to make the all important decision to buy.
Cloud-Based Sales Presentation Software That Makes Customization Easy
A very important decision for marketers is how to harness and then translate all that power and potential rendered by AI into customized, intelligent presentations that truly speak to each customer's specific needs.
Ingage, an industry leader in presentation software, empowers you to do just that through our dynamic and flexible cloud-based platform. The data and analytics gathered by AI marketing tools can be used to create custom presentations that can be managed, shared and measured easily and effectively.
Through constant optimization based on customer data generated by AI, powerful presentations created using the smart tools built into the Ingage Suite can consistently ensure that the unique needs of each and every client are being addressed.
Harness the Power of AI Through Dynamic Visual Experiences
AI marketing tools allow businesses to create optimized content and offer personalized service on a level that is unprecedented. No matter what content you write or what story you want your brand to tell, odds are, artificial intelligence (AI) can help you do it better and faster.
With content marketing activities dominating the list of highest-rated use cases for AI in marketing according to the 2021 State of Marketing AI Report, repositioning all that powerful AI-generated content and insights into compelling presentations can give your business a competitive advantage.
Whether you’re looking to qualify leads, guide customers down the marketing funnel, answer questions or gather distilled data to develop hyper-personalized sales pitches, Ingage will help you get the most out of AI marketing technology.