The AI Marketing Blueprint: Your Cheatsheet to the new AI-enabled MarTech Stack
Jocelyn DeGance ??
Customer Success focused Marketing Leader, AI Strategist & Board Advisor
We’ve all seen the overwhelming eye-charts for the MarTech space. If you are a Marketing Leader you’ve certainly been asked ‘what’s in your MarTech stack?’?
To make sense of it all, as a practitioner forget traditional analyst categories and think of MarTech across three fundamental pillars: Customer, Content, and Analytics.?
You are going to target your customer, curate content that is served to them, measure the impact of that targeting and content, iterate, improve and start the cycle again.?
To keep it simple, I’ve sketched out a ‘cheat sheet’ below for marketers who are seeking to immediately update their MarTech stacks with AI capabilities and tools.?
1. Customer
The Customer pillar includes Customer Relationship Management (CRM) software, Marketing Automation software, and Customer Experience (CX) Management tools. With AI-enabled Customer Data tools, organizations can now gain deeper insights into customer behavior and preferences, leading to better business outcomes and deeper levels of customer satisfaction and engagement.?
Case study snapshot:
Cognizant, a global IT consulting firm, offers a masterclass in AI's potential for managing Customer Data. By deploying an AI-enabled CRM they unlocked a deeper comprehension of their customers' behavior, preferences, and needs. The result?-- a staggering 14% boost in revenue, a 23% surge in customer retention, and a 12% decrease in marketing spend.
How exactly did they achieve this? Cognizant’s AI-driven CRM system continuously collected and analyzed various customer data points such as demographics, transaction history, online behavior, and social media interactions. This real-time analysis enabled them to 1) develop dynamic customer profiles empowering them to understand their customers' preferences, needs, and behavior patterns more effectively; 2) hyper-personalize customer experience resulting in improved customer engagement and satisfaction; 3) automate marketing decisions, such as automatically adjusting the content, subject lines, and send times to optimize open rates and conversions.?
You can build these capabilities with the following platforms: Salesforce Einstein, Adobe Experience Cloud, Microsoft Dynamics 365, and IBM Watson.
Your Customer Data Stack Cheat Sheet:
2. Content
AI is also transforming the Content creation pillar, featuring an impressive lineup of tools like Content Management Systems (CMS), Social Media Management, and Public Relations (PR) software. Think of AI as your trusted colleague and use it to brainstorm and create entire campaigns, automatically generating and optimizing content tailored to user personas, behavior, and preferences.
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Case study snapshot:
Reuters, a leading international news agency, successfully implemented AI in their Content Creation process. Reuters partnered with News Tracer, an AI-powered tool developed by Reuters Labs, to help identify breaking news stories faster and more accurately. The tool uses machine learning algorithms to analyze millions of social media posts and news articles in real-time to identify emerging stories and flag them for Reuters journalists. The result was a significant improvement in the speed and accuracy of Reuters' breaking news coverage. By using News Tracer, Reuters was able to quickly identify and publish breaking news stories leaving competitors in the dust.
News Tracer is proprietary to Reuters Lab and so not commercially available, but similar results can be achieved with Hootsuite Insights, Talkwalker, Dataminr, Meltwater and BuzzSumo.?
Your Content Creation Stack Cheat Sheet:
3. Analytics
The Analytics pillar includes Analytics and Data Visualization tools, Advertising technology, and Search Engine Optimization (SEO) software. With AI-enabled Analytics, businesses can gain a deeper level of insights with true real-time data allowing more informed decisions and maximizing marketing impact.?
Case study snapshot:
Adidas, a global sportswear brand, aimed to increase brand awareness and drive sales through targeted digital advertising campaigns. Adidas turned to The Trade Desk, an AI-enabled advertising technology, to optimize their bidding strategies, improve ad targeting, and deliver better-performing ads across multiple channels and formats. By utilizing The Trade Desk's AI-enabled advertising technology, Adidas achieved a 20% increase in return on advertising spend (ROAS) and a 10% boost in online sales conversions. These improvements in performance demonstrate the significant impact that AI-driven advertising can have on a company's marketing efforts and bottom line.
Your Analytics Stack Cheat Sheet:
From customer data to content to analytics, AI is significantly impacting and augmenting marketing operations. With the right AI-enabled tools businesses can gain deeper insights, optimize their campaigns, and personalize their customer experience. As the possibilities of AI continue to expand, it's essential for businesses to adapt and incorporate AI into their marketing stack to stay ahead of the competition and drive success and the examples provided are just the tip of the iceberg.?
Please note, this is not meant to be an exhaustive list, rather to it offers a starting point for businesses to explore and integrate AI into their current MarTech stack, based on their unique goals. Feel free to share additional tools in the comments below, and if you are working on something new in the space I’m available to beta-test or view your demo. I’ll continuously be updating the results and repost as part of my newsletter.
Stay tuned for my next article, where we'll explore what the future possibilities of Marketing with AI hold for businesses.
Consultant to Take Your Business Into Sustainable HyperGrowth | Author | TEDx Speaker | Advisor | Investor | Coin Carrier
1 年With so many new tools and resources available, this is a helpful list to start exploring with. Thank you ??
?? Own Your Audience with Ms. Beehiiv I Helping Startups Scale and Capture Investor Attention ??Certified AI Specialist (CAIS)
1 年Love the case study snapshot.