By Emma Astroth • November 28, 2017

How We Use Artificial Intelligence Marketing

Artificial Intelligence (AI) is not an antisocial computer wanting to turn spacecraft oxygen off on our odyssey, or squeeze us out of our jobs. AI is like the friendly bot at the bottom right hand corner of our computer screen that says, “hello, may I help you”, and prompts us with few questions. After that, it starts supplying helpful ideas that we can use.

That friendly bot is an artificial intelligence marketing tool that analyzes data, and thinks at the speed of light, well almost.

Artificial Intelligence Marketing

Now imagine for a moment how long a human would take to do that, especially when juggling a dozen inquiries. It makes sense to hire in AI to do the spadework so we can concentrate on closing deals. Especially given we use inbound intelligence to guide marketing decisions, and we have masses of it.

 

Artificial Intelligence for Content Creation

 

AI is a super tool to help with content creation. We already use it to generate keywords, check our spelling, and right size a text box. However, it can do a whole lot more than that if we allow it. For example, it can detect where a website user is, and automatically adjust content by showing an image relevant to their location.

Google has been using predictive analytics to place the right contextual ads in our search results. Amazon shows the vendors nearest to us first. We need to grab every tool we have to hook a lead before the others do. 

AI is also a deal maker for email marketing. When we process a web lead, our human intelligence only has their name and job title immediately available, and their hometown if we’re lucky.

Artificial Intelligence Marketing

But AI has the processing capacity to access marketing history we file away in our database. If the lead's job title suggests a decision maker, AI can assemble a few key phrases that worked in the past, and cobble together a message that’s right on the button.

There’s more to AI content creation than that, but it’s a start.

 

AI in Behavioral Marketing

 

Marketing B2B is not the right place for commercial foreplay. We have to get to the point quickly, before the lead bounces away to another vendor.

Let’s say we have a great solution, and a stack of leads from social media. Let’s look next at how we could use data science tools to figure out where to start. AI can dig into inbound intelligence history files, and decide:

  • Whether the job title is associated with a decision maker in the industry
  • How leads have historically reacted when they were reaching a decision
  • What our most popular offerings have been with that particular demographic

Then AI can use predictive analytics to cobble together a pattern in purchasing behavior, which is likely to be more effective than an ‘educated guess’.

That’s what artificial intelligence really is: A set of instructions we can program because we know how to do the tasks ourselves, albeit much slower.

 

Sales and Lead Nurturing

 

We can use big data resources to scientifically nurture leads. HubSpot reports that 78% of businesses are dissatisfied with their conversion rates. After we implement lead scoring, our B2B clients gain a distinct advantage and this is how we go about it. In a nutshell, we nurture leads by using artificial intelligence data science to understand what makes them tick. Then we use AI to convert them using the power that’s in HubSpot.

We create algorithms (sets of machine learning instructions) to tailor messages. If they have a junior management title, we are casual, but if AI suspects they are at executive level, we provided a more formal summary of our proposal.

Another algorithm specifies keywords relevant to the target industry. We know industry-related jargon creates a knowledgeable feel to our emails. If the lead has a human resource title, then our AI will mention the human angle, while it will feed an accountant numbers because that’s the nature of their job.

Artificial intelligence marketing is not science: It is the application of common human sense to big data machines process better. AI is a management tool.

 

iNBOUND iNTELLIGENCE to Optimize a Website

 

We can personalize a user’s website experience based on iNBOUND iNTELLIGENCE in a similar way. Well not us actually, it’s artificial intelligence behind the scenes again.

We already know the lead’s location, type of device, screen size, and their time of day. Our algorithm is already loaded with the key factors for marketing growth and business success in their industry. Our ‘bot’ just needs to connect the dots.

Artificial Intelligence Marketing

Read this report by Evergage and Researchscape International for proof that personalizing marketing content works. They spoke to 206 organizations representing a wide spread of industries. Of these, 88% reported a “substantial improvement from their real-time personalization efforts”. With 23% reporting greater than 20% growth.

Their 2017 report concludes:

Respondents to this annual survey almost unanimously believe that personalization helps advance customer relationships (96%), and that their prospects and customers expect a personalized experience (88%). However, only a minority (45%) agree that marketers are getting personalization right. And while the proportion satisfied with the level of personalization in their own organizations is low at 30%, there is still good news: this represents a considerable improvement from 2016’s 18%.

 

How Clients Benefit From Using Artificial Intelligence Marketing

 

DATA DRIVEN STRATEGIES

On October 10, 2017, the Marketing Artificial Intelligence Institute posted a remarkable video of a live chat they had with HubSpot. They focused on how predictive analysis releases marketing teams from the drudge of repetitive tasks. They recommended starting with:

  • Optimizing ads on digital to appeal to, and convert individual personas
  • Using artificial intelligence to create status and performance reports
  • Using platforms like HubSpot to add chatbots and targeted content

QUICKER RESPONSE TIMES

There’s a fundamental difference between B2B and B2C marketing. Most consumers have time on their hands to consider ways to spend limited discretionary income. With B2B the need is instant. Most medium-size companies only go shopping when they have a need they must fulfil, and do so now.

We don’t need a data science degree to single the leads out for particular attention. Because we have AI to provide a quicker response time when our strategy requires a shift. Artificial intelligence marketing is a smart way to clone our minds. We can do so much more when we don’t have to run the numbers ourselves.

PRECISELY SNIPED LEADS

Artificial intelligence snipes with unerring precision because it follows the same algorithm instruction every time. Sure, it learns as it goes along and adapts its behavior accordingly, but only because we tell it to do so. AI is incapable of making mistakes. It’s like one of those gigantic weaving looms turning out fabric without a single imperfection. We cannot compete with this, because we get distracted and our emotions influence us. These subtle nuances are what make us human, and enable us to influence other people's minds.

Artificial intelligence frees us from the drudge of assessing inbound data, and ranking leads. That way, we can focus our prospecting skills on the richest gold seams. The internet places a vast array of potential buyers before us. Where these are business people, they have a voracious appetite to satisfy their needs.

Artificial intelligence helps B2B deals close faster. It takes us to the best places to exercise our creative minds.

Would you like to know more about iNBOUND iNTELLIGENCE and what it can do to boost your growth?

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