Why Top Performing Businesses Use AI-Driven Marketing Automation

“We had the computer revolution, the smartphone revolution, and the internet revolution but AI will probably be the biggest technological shift we have ever seen.” Edouard d’Archimbaud, Head of Data & AI Lab, BNP Paribas

For years now, marketers have relied on marketing automation software to improve operational efficiency and increase their revenue. It has allowed companies to streamline receptive tasks such as scheduling, segmenting, and tracking campaigns, so they can focus more on building stronger relationships with their customers and creating successful strategies.

Now, companies like Streampage are making marketing automation even more efficient and smarter by adding AI to their software.

What Is AI?

“Artificial Intelligence encompasses a range of technologies that learn over time as they are exposed to more data. AI includes speech recognition, natural language processing semantic technology, biometrics, machine learning and deep learning, swarm intelligence, and chatbots or voice bots” (Capgemini).

AI-assisted marketing automation systems are getting noticed—and used—by early adopters. Marketers who are always on the hunt for new technology have struck gold with AI.

In 2017, a report by Salesforce found that 72 percent of high-performing marketers are already using some form of AI. It has become the fastest-growing technology in Martech, outpacing all other technologies by 50 percent. Eighty percent of B2B marketing executives believe AI will revolutionize the marketing industry by 2020 (Demandbase and Wakefield Research).

A study by Capgemini shows why.

How AI Is Helping Marketing Automation Drive Higher Results

How AI Delivers Superior ROI

Predictive Analysis

While marketing automation can gather and store large volumes of data, AI analyzes and understands it.

The AI technology Streampage uses is called machine learning, a subset of AI that has the ability to learn without being explicitly programmed. In other words, it learns from data, identifies patterns and relationships, and uses them to makes predictions and identify risks and opportunities. The more it continues to analyze and process new data, the smarter, faster, and more accurate its predictions and recommendations become.

Hyper-Personalized Customer Recommendations

With predictive analysis, marketers are better equipped to deliver personalized recommendations to their customers. Amazon has nailed this. They are able to make hyper-personalized product recommendations to 250 million active customers, based on their customers' browsing and purchasing behavior (Forbes). Apple Music is another example. They use machine learning technology to make user recommendations based on what their customers have been listening to.

Streampage uses machine learning technology to customize and send highly-personalized content and marketing campaigns to each customer and subscriber in their clients' database. Using past user behavior, Streampage is able to learn and predict what information would be meaningful to each person and then determine when it should be sent (timing and frequency) and through which channel it should be delivered (email, social media, direct mail, etc).

The average email open rate for marketers using Streampage is 55 percent, which shows that delivering personalized content to each person has a powerful impact on engagement. Other marketing automation systems without AI-assisted technology average a 20 percent open rate.

Improved Customer Experience

A customer’s positive experience with a brand is often based on how responsive they are to their customers' needs. AI delivers predictive analysis in real-time, so marketers (or any customer-facing employee) can be proactive in addressing these concerns or needs—many times before they even occur.

According to Capgemini research, "more than 1 in 2 organizations (59 percent) agree that AI is supporting customer intimacy, and AI initiatives have helped more than 6 in 10 organizations increase customer satisfaction and reduce churn."

Stronger Leads. Faster Sales

Harley-Davidson increased their sales by 2,930 percent in three months by using AI in their marketing to identify and target high-value customers (Capgemeni).

Streampage is also able to point out new leads and determine where they are in the sales funnel. Depending on whether or not they are Marketing Qualified Leads (MQLs) or Sales Qualified Lead (SQLs), Streampage is able to automatically send a personalized campaign to nurture thoses lead or alert their reps, so they can take the appropriate action.

Every lead also comes with a detailed profile that includes key metrics such as location, content preferences and activity, engagement level with a brand, and their level of interest in a product or service. This detailed and up-to-date intelligence helps reps respond to their SQLs a lot quicker and close more deals faster.

The Next Best Thing Is Already Here

Marketing has become a massive and complicated beast, making it difficult for marketers to cut through the noise and make an impact that not only matters but can be measured. Marketing automation is still a powerful and viable tool in helping businesses scale their marketing and be more efficient. But now, with the increased speed of technological advancements and changing consumer demands, marketers are finding it almost impossible to keep up. This is where AI shines. It can do what is humanly impossible. It will not only help marketers keep up, it will propel them to the top. Just ask the high performers.