Can artificial intelligence make your company’s marketing more “human”?
The answer is, Yes! But there are a few key things to consider before implementing AI to get it right. As part of an ongoing series, we will be defining what AI really is, what to consider before implementing AI, and how to use AI powered insights. Let’s jump in!
Part 4. Using the insights of AI Powered Models
We have covered how AI is used in marketing, how to get your data ready for your AI vendor, and questions to ask when you select your AI vendors. Now comes the fun part! You have your models, you know who you should be targeting with your marketing, and you might know the purchase intent of your target prospects it’s time to use your new intelligence reports to turbocharge your marketing campaigns.
Every day when I work with experienced marketers to help implement AI strategies, the single most common question I hear is, “What are other companies doing with this data”?
They are building Account Based Marketing strategies that use AI models to identify their target accounts.
Here are the ways my clients are using AI in their ABM.
- Customize, customize, customize
As marketers, we are always trying to find out how we can craft content that resonates with our audiences and put that content in front of them at the time they are ready to buy.
What if you had a profile on each audience segment and insights into the timing of their future purchases? Would you run a standard or generic ad to get their attention? You could, but it might not drive the type of actions you are looking to create. AI models provide incredibly helpful data that you can use to customize every message, and marketing automation can make this process easy to scale. The challenge is finding a balance between your technology, the art of crafting messages, and the right method to deliver the messages.
Start by analyzing the information you are getting form your AI models. Segment and categorize your audience into unique groups based on their seniority levels, roles, functions, and any other classification you can use to tailor your messages. Once you have broken up your targets in into groups, use common insights to craft content, creatives, value propositions, and lead magnets designed to resonate with each group.
Now that you have built your data groups and content, decide how to best reach each targeted group. For some campaigns ,LinkedIn, Facebook, Instagram, and YouTube might be a place to start, for others, it might be a blend of social media ads, mixed with emails and don’t forget calls.
Whichever way you plan on reaching your audience, remember that a customized message that delivers valuable information, when it is relevant, will always outperform generic outreach attempts.
- Test, Learn, and Repeat
AI models are consistently evolving as new data is introduced into the equation. As the models evolve, you should test ways to improve your marketing content and delivery methods. Incorporate your AI insights into the testing process. Look at all the variables in your models and isolate ways to improve your returns.
For example: If you have the data consumption reports of a company built into your models and you know they are consuming information about your product or service, you might target them with an email. What if there isn’t a reply? Was your data wrong or was it message? What about the delivery methods, or was it the wrong individual? It’s impossible to say if you don’t test several possible methods, messages, and contacts.
The most successful companies that utilize AI to power their marketing understand that the models attempt to shrink their target audience to likely buyers, but it isn’t a guarantee or magic bullet. You still need to hit the mark with your messaging. Test and retest everything you do, and like AI, learn, grow, and get better.
The evolution of marketing strategies designed to drive B2B inbound demand generation is a trend that will continue as technology changes the way consumers expect to engage with vendors. Big data isn’t a passing fad. It is vital tool companies will need to embrace if they want to stay competitive in a digital age. Artificial Intelligence is how we make sense of Big Data. Account Based Marketing (ABM) is the process we, as marketers, can use AI models to drive consistent revenue growth.
Take the jump, start using AI today to power your marketing.