Artificial intelligence which is shortly known as AI is all around us. It’s how our searches are answered by Google, products are recommended by Amazon, and music played by Pandora based on the taste.
For marketers, artificial intelligence enables growth, revenue, and enriches customer experiences at a whole new level. There are a lot of savvy marketers out there in Ireland, Spain, Ukraine and widely in Russia who are discovering that artificial intelligence is an exceptionally powerful strategy. It helps in excelling a campaign by engaging with their audiences through personalized, targeted messaging on all scales.
Artificial intelligence technologies are also creating key internal opportunities that will drive better alignment between sales and marketing which will result in an increase in revenue and a strong healthy pipeline.
Now, let’s look at the top five ways artificial intelligence can help marketing and sales continue to bring in more business which will in turn increase gross revenue and gross profit for businesses.
1. Support Sales with Related Customer Experiences
Personalized experiences and interactions are preferred by customers through their most like channel or platform. It is very crucial to reach the customer after they have showed interest or signed up for a product or service. Nothing is better than reaching that interested customer again through a bait email that will push them to make a purchase for a limited time deal.
Keeping thousands of prospects and customers engaged through personalized content is not possible without arming your marketing and sales teams with artificial intelligence algorithms.
Artificial intelligent powered predictive content tools are already empowering marketers to be more strategic and tactical with their approach. These kind of AI-powered marketing systems can crawl your site for blog articles, case studies, infographics, ebooks, videos, etc. Once the arsenal of content is assembled, AI does a quick prediction as to which collateral will appeal to—and ultimately convert—a specific audience segment.
These kind of insights can be used to engage visitors across web, social, email and even mobile channels for a full omni-channel customer approach. This results in a one-to-one value marketing system that businesses were not able to achieve earlier without considerable scaling.
So now to sum it up, a strong AI backed marketing engagement platform equips marketers with data-driven intelligence that ensures data driven conversions.
2. Agree on Qualified Leads and Accounts
Moving on, closing deals requires a systematic and planned alignment between the marketing and sales team. One of the most difficult areas of alignment is agreeing on what is qualified to be considered as a lead, interest, or even a view.
Fact be told, marketers are equipped with a wide range of lead and account scoring tools which are backed with stealth strategies that result in an automated qualification process.
However, predictive lead and account scoring provides value where other solutions may not. Predictive scoring programs scan digital signals from across the web in order to find genuine prospects who match your brand’s closest customer profile. You have to get together with the sales team to properly identify those “perfect” clients or customers.
3. Personalize and Scale Messaging with Insights of AI
Google, Yahoo!, Microsoft and SpaceX have been using AI and machine learning for over 5 years now and they have still not reached it to the maximum potential which shows that AI and ML still has a long way to go with regards to improvement, combination and advanced research.
In case you didn’t know, Google has a machine learning program called RankBrain which closely monitors user engagement 24 hours a day, 7 days a week and 365 days a year so that it can provide the best search results for every query that someone types into Google search. These results are constantly displayed in every search engine results page (SERP).
If your company develops EHR (Electronic Health Record) software, for example, data-driven insights into your audience are just one Google search away. What you ca do now while reading this article is, try searching “EHR” and look at the answers Google’s AI will provide.
Is it a definition?
Is it a product page?
What kind of related searches are shown at the bottom?
These are all the keys that can help in understanding the language your audience is using, the kind of question that are being asked, key criteria that define your ideal customer profile—which is highly crucial information for both marketing and sales goals. These vital information indicators can be done by reverse-engineering search results that are organic.
4. Make Analytics Actionable and Result Oriented
Leveraging data in the right way in order to design better customer engagement strategies is key to winning the heart of your customer, which eventually leads to brand loyalty.
These kind of AI-powered platforms are not only capable of collecting and segregating marketing metrics but, also empower marketers to draw core analytics and applications out of that specific data and apply it in order to be more personal with clients or customers.
These kind of platforms will monitor the metrics, flag vulnerabilities that require quick attention and make regular changes whenever required. Marketing and sales teams can align on these powerful data points to apply creative solutions that will lead to meaningful engagement, overall.
5. Creating a World-Class Strategy that’s On Point
Artificial intelligence and machine learning-powered programs effortlessly delete monotonous tasks which results in more time that can be smartly allocated for strategy development.
Furthermore, artificial intelligence can consolidate data, manage customer profiles, assign leads, keep track of the marketing and sales process, and a lot more. This helps in a marketing and sales team that is highly focused on doing what they do best i.e developing strategies which create valuable customer journeys and experiences.
Artificial Intelligence for Marketers + Sales Representatives
As you may already know, AI has been opening a lot of doors for marketers, and it is not to late to get on board to learn and implement these strategies and work-flow models.
Machine learning should never live solely in any department. Machine learning and artificial intelligence go hand in hand most of the time. The maximum potential of ML and AL can be leveraged only when they are executed when they are used in unison.
What is the core potential you see with regards to AI built for marketers? How can AI and ML help your sales and marketing alignment? Feel free to share your thoughts in the comments.