The growing role of AI in Sales and Marketing

AI in Sales and Marketing 

Artificial intelligence (AI) as a Sales and Marketing (SaM) tool to help businesses deliver a better customer experience and secure quality leads was once considered an advantage reserved only for large and resource-rich organisations. However, the ongoing advances in AI development means that this exciting technology is now readily accessible for companies of all sizes.

Much of the power lies in AI’s ability to automate complicated or laborious tasks, enhancing operational efficiency while saving on time and resources. Despite this, many businesses remain blind to the possibilities on offer, notably due to a lack of awareness about AI’s practical applications.

So how can AI support SaM teams?

Tailored and personalized marketing campaigns 

While human marketers remain in charge of strategy and creativity, AI can assist in creating personalized content on both a mass scale and a hyper-personal level.

What this means is that AI solutions can identify consumer behaviour patterns – using marketing data analytics from social media, emails and the Web – to create an in-depth profile of the consumer. Ultimately, AI will allow for a more holistic view of customers’ profiles and therefore, much more accurate customer segmentation. Products can now be more effectively tailored to the preferences of each individual and support marketers in boosting campaign performance.

Targeted advertising can be achieved through this means: AI solutions can target content and product displays to consumers and prospects based on attributes such as location, age, interests, previous activity and purchase history. In the context of online selling platforms, this can mean that companies can provide direct and hyper-relevant products and offers that cater to the individual needs of each customer.

In doing so, AI is able to provide a more personalized experience, even when it comes to basic communication. Customers are generally more inclined to be receptive to company messages if they reflect previous interactions. Using customer data, AI algorithms are able to write up personalized text unique to each individual customer, which can be used for emails and further avenues of communication.

Increase the rate of lead conversions 

During the research and development stage of Prospex, we spoke with C-level executives and head of departments to identify the common challenges that mid and large market businesses face when it comes to SaM strategies. Much like their smaller counterparts, the lack of sales predictability and the challenge of converting a lead into a customer, be it a consumer or business, ranked as their top concern.

Thankfully, AI solutions can be custom developed for individual businesses, offering cloud solutions that can be closely integrated with their existing IT systems and infrastructure. By scanning and prioritising the most promising targets, AI systems ensure the delivery of hyper-relevant leads based on the business’ unique requirements.

There are massive time and costs savings involved in employing the help of AI; according to the Harvard Business Review, sales teams adopting AI are seeing an increase in leads and appointments of more than 50%, cost reductions of 40%-60%, and call time reductions of 60%-70%. Meanwhile, research by Salesforce found that high-performing teams are almost 5 times more likely to be using AI than underperforming ones.

The figures speak for themselves. Not only do AI solutions help businesses know their customers and competitors at a much deeper level than previously possible, but the insights offered also encourage creative problem-solving and help teams meet targets. I would encourage businesses of all sizes to explore the wide-ranging benefits on offer from AI when it comes to SaM. It could truly transform the way your company operates, and give you that competitive edge.

By Nikolas Kairinos

Episode 1: Why Small and Medium Sized Businesses Need an MSP

Small and Medium Sized Businesses Need an MSP Small and medium-sized businesses don’t enjoy the ...

Episode 3: The Bottomless Cloud – An Interview with David Friend of Wasabi

Why data is not “the new oil” and why “cloud” means more than we think ...

Episode 5: How the Pandemic is Changing Business and the Cloud

An Interview with Ed Dryer of Steadfast With the global pandemic wreaking havoc on business ...
David Balaban

Ransomware – Cybercriminal Groups Know The Weak Points

Cybercriminal Groups Grow Data breaches and leaks represent a quickly growing security problem these days. When plenty of people work from home, the risk of ...
Mark Banfield

A Seamless Customer Experience Is Essential to Success in Today’s Digital Economy

Implement A Seamless Customer Experience The need for digital interaction has never seemed more critical than it does today. As the coronavirus continues to spread, ...
Dan Saks 1

How the Cloud Will Transform in the Next Decade

Transformative Cloud Silicon Valley is easy to stereotype: the gadgets, the startup perks, the culture and mentality. However, the real reason Silicon Valley captures headlines ...
Martin Mendelsohn

New Executive Roles in the Post-Corona Era

Executive Roles in the Post-Corona Era As the global economy shows early signs of reviving from past months of rigormortis, forward-looking companies will be busy ...
Mark Kirstein

2020 Market Predictions: Cloud-Services Growth Will Continue

2020 Tech Market Predictions The beginning of every new year is a healthy time for businesses to survey the cloud landscape, reflect on the market ...
Atman Rathod

UX Design in the Age of DevOps: Transformation Through Collaboration

UX Design in the Age of DevOps DevOps is popular among modern IT strategists because it leaves no scope for lapses in the development process ...
Hacker Cloud

Pandemic and Cybersecurity: Top Threats to Businesses

Pandemic and Cybersecurity The worldwide spread of the COVID-19 virus is coming to naught (or at least we hope so). But the impact that this ...
Mor Cohen Tal1

The Top 2 Challenges of Next-Gen Applications

Challenges of Next-Gen Applications When you think of why customers move to the cloud, there are a few key things that they're trying to achieve ...
Mark Casey Apcela

Why CloudHubs are an Important Ingredient to Optimizing Performance of Cloud-based Applications

CloudHubs - Optimizing Application Performance It may seem hard to believe, but even in this day and age, there are still some enterprises that are ...
Ajay

Explainable Intelligence Part 2 – Illusion of the Free Will

Illusion of the Free Will Explainable Artificial Intelligence (XAI) is getting a lot of attention these days, and like most people, you're drawn to it because ...