How AI is Revolutionizing Digital Marketing and useful applications for Salesforce Marketing Cloud
In the recent months, the interest in AI has exploded, amongst other thanks to the phenomenal rise of OpenAI’s ChatGPT. According to Google Trends, searches for "AI" alone has doubled in the last few months. Many SaaS marketing and sales technology companies are working on useful applications which leverage AI models and machine learning, such as ? the SalesWings AI Sales Assistant for sales teams, which integrates directly into Salesforce.
There's no denying that AI and marketing are a perfect match when it comes to creating better customer experiences. With that in mind, we wanted to learn more about the ways that AI will impact marketers and Marketing Cloud, so we met with Arthur Backouche from Skie to learn more.
James Stratton: Arthur, can you?describe AI Marketing and tell us how it can help marketers in their day-to-day work and goals?
Arthur Backouche: Absolutely! AI Marketing is the use of artificial intelligence technologies to make automated decisions based on data collection and analysis. These technologies simulate the human thought process, allowing them to perform tasks such as reasoning, planning, learning, forecasting, and understanding language. When combined with the data capture, storage, and analysis capabilities of an effective CRM solution, AI can produce incredible results.
AI Marketing helps marketers develop targeted digital marketing strategies by using data to extrapolate conclusions about consumers and the market. This helps them understand their customers better and tailor their marketing efforts to specific audiences, which can lead to increased engagement and conversions.
James Stratton: Can you give an example of how AI Marketing has been used successfully, and how it is changing digital marketing already today?
Arthur Backouche: One example is the use of AI-powered chatbots to provide customer service. By using natural language processing (NLP) and machine learning, chatbots can quickly understand and respond to customer inquiries, saving time and resources for the company while providing a better experience for the customer.
Advances in big data have been a great help in the early stages of the marketing cycle by collecting and aggregating data points that marketers need to develop a strategy. AI marketing is changing the industry by introducing features like centralised data, improved A/B testing, virtual agents, targeted lead generation and client segmentation.
James Stratton: Can you elaborate on how centralised data is a game changer in AI marketing?
Arthur Backouche: Marketing relies heavily on accurate, usable data. However, the most relevant information to marketing is often spread across multiple data silos. AI-enhanced marketing automation can help gather, organise, analyse, and segment valuable marketing data automatically, learning and improving as it goes. The data can then be stored in a single, centralised location for easy use in marketing campaigns.
Another noteworthy application where AI can bring improvements, is A/B testing. Like any other science, marketing puts forth a hypothesis, or proposed campaign, and runs it through rigorous testing. From web copy to design elements, calls to action to responsive design, AI can run campaigns through algorithms to enable much faster and more comprehensive A/B testing. The algorithms learn the more they’re used, so every time a site is put through the paces, the process becomes more intuitive and the results more insightful.
James Stratton: AI becomes more “human” it seems, can we think of AI like a virtual assistant for buyers??
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Arthur Backouche: Certainly. The line between sales and marketing has never been more blurred. These fields are now grouped under phrases like “customer experience” or “customer service.” The majority of the buyer’s journey is completed online, so consumers are looking for easy, self-serve ways to find the information they need to make an educated purchasing decision. Cognitive systems can leverage that opportunity through virtual assistants, such as chatbots, that provide around-the-clock customer support. These agents can point consumers in the direction marketers dictate, harness user data to inform sales and advertising efforts, and free up customer service agents for tasks with a higher cost-benefit ratio.
James Stratton: That's a great example of how AI can benefit both the consumers and the marketers. Can you tell us more about how AI helps with targeted lead generation and client segmentation?
Arthur Backouche: Lead generation is one of the areas of marketing where the explosion of big data was celebrated, until marketers began to panic and met some tough challenges. It’s all well and good to have a huge list of leads, but how were marketers supposed to qualify hundreds of thousands of potential customers? Today, cognitive applications cross-reference online consumers’ social media trends, web interactions, and mentions in public records to build a robust profile for each lead. Some algorithms can even tailor marketing messages to each lead, predict which leads are likely to convert, and execute a follow-up action if a lead chooses to go with a competitor.
James Stratton: How is Salesforce Einstein AI helping marketers take advantage of advanced AI for CRM?
Arthur Backouche: Salesforce Einstein AI is a comprehensive set of AI applications for CRM, capable of handling vast amounts of client and industry data while still being simple enough to use out of the box without an in-depth understanding of computer science. Marketers can leverage Einstein's unique learning and automation capabilities to improve productivity, identify and segment target audiences, gather and analyze data, create highly accurate customer predictions, and deliver relevant client-facing messaging and content. The best part is that Einstein AI is embedded into every core Salesforce product and service, no matter what aspect of your customer strategy.
Einstein AI stands out in the market due to its ability to handle big data and its unique learning and automation capabilities. With improved A/B testing, marketers can run campaigns through algorithms to enable faster and more comprehensive A/B testing. Virtual agents like chatbots provide around-the-clock customer support, freeing up customer service agents for tasks with a higher cost-benefit ratio. Additionally, Einstein AI can cross-reference online consumer's social media trends, web interactions, and mentions in public records to build a robust profile for each lead, tailoring marketing messages to each lead, predicting which leads are likely to convert, and executing a follow-up action if a lead chooses to go with a competitor.
James Stratton: What is your vision for the future of digital marketing with AI?
Arthur Backouche: My vision for the future of digital marketing with AI is one where marketers can use advanced technologies to automate time-consuming tasks and focus more on creative thinking, strategy development, and delivering exceptional customer experiences. AI will help marketers better understand their customers' needs, preferences, and behaviors and deliver personalized content and messaging at scale. As AI continues to evolve and mature, it will help marketers create even more intelligent and sophisticated campaigns that are more effective, efficient, and impactful than ever before.
James Stratton: Perfect! Well thank you so much for chatting with me about AI today!
Arthur Backouche: Thank you!
??International Startup Mentor & Coach ??Agile Business Transformation Strategist ??Sustainability Projects ??AI Supported E-Learning Solutions
1 年Thanks for sharing, Philip :)
Marketing Automation Specialist | Champlain College
1 年Always great to learn more about AI
Salesforce Marketing Champion ?? | CEO @ Cezium | Customer Data Activation Expert
1 年Great insights by Arthur Backouche!