5 ways to transform your marketing campaigns with AI
By Alexander Austin, Senior Director of Operations and Performance
Ever feel like you’re juggling a million tasks and could really use an extra pair of hands? We hear you, but you may have heard that now there is a solution. If you’ve not yet taken the plunge, then it’s probably time to seriously consider saying hello to Artificial Intelligence (AI), your new best friend.
We get it, you may have a nagging feeling that using AI is somehow cheating or cutting corners. Allow us to set the record straight: think of AI not as replacing human touch, but instead enhancing it. AI can be a powerful ally, ready to take on the heavy lifting and support your (undoubted) genius.
Here at Accelera, we’re all about helping B2B tech companies improve their ROI, and so I’m here to spill the beans on how AI marketing tools can help revolutionise your marketing game. So, grab a cuppa, sit back, and let’s dive in.
1. The Magic of Automated Distribution
Imagine this: you’ve got stellar content ready to go, but the thought of manually posting it across all your distribution channels makes you roll your eyes. Why not let AI do the work for you? You can schedule and post your content across multiple platforms, automatically analyse and decide the best times to maximise engagement, and even customise messaging based on analytics. It’s like having your very own marketing assistant who never sleeps.
Tools To Try:
Hootsuite: schedule posts, track social media analytics, and engage with your audience all in one place.
Buffer: also great for scheduling posts, Buffer also gives you insights into the best times to post and how your content is performing.
Sprout Social: A social media management platform for scheduling, publishing, analytics, and engagement.
Sprinklr: A customer experience platform that unifies social media management and analytics.
A Rabbit Out Of A Hat:
With AI handling the grunt work, you can now focus your time, energy and aforementioned genius on the more strategic (and fun) stuff, like brainstorming your next big campaign idea, and building your brand. Plus, you’ll avoid the risk of human error when attempting to simultaneously post across different platforms.
2. Nailing Audience Targeting
Remember the dark old days of guessing your ideal customer profile (ICP)? Those days are over. AI is a data-crunching genius, analysing huge datasets to pinpoint the most relevant accounts and job roles to target. It’s like having a crystal ball predicting prospects' behaviour based on historical and demographic info.
Being the trusty collaborator you are, you will need to help your AI support system to know what to look for, by sharing existing notes on your ICP and the competitor landscape. From that starting block, AI will be able to quickly pull together its findings, which can in turn help you craft compelling stories for this – artificial intelligence assisted - target audience.
Picture This:
You’re a cybersecurity software provider aiming to get in front of decision-makers in Fortune 500 companies, and do so quickly. AI can sift through the data you provide and find the right contacts, predict the likelihood of their engagement, and prioritise them for your campaigns. Talk about laser-focused targeting!
3. Personalising Content Like a Pro
Let’s be honest – no one likes generic content. It’s boring and forgettable. We all want our customers to think “I didn’t know someone else felt the same way I do” when they read our blogs, emails, social media and more. This creates a connection on an emotional level, and you better believe it, AI can help personalise your content creation to ensure it resonates with different audiences. Tailoring your messages to match the interests, needs and emotions of your target market can skyrocket your engagement rates.
Tools Of The Trade:
Dynamic Yield: This AI-powered platform personalises web content, recommendations, and experiences in real-time.
OneSpot: Deliver personalised content across various channels, ensuring your audience gets the right message at the right time.
Acquia: Offers a suite of marketing tools for personalising digital experiences, from content delivery to customer insights, ensuring a tailored user journey.
Marketo: Offers advanced personalisation features, so you can tailor content and campaigns to individual user preferences and behaviours.
Why Personalisation Matters:
Personalisation ensures that your content isn't just seen, but felt. It transforms your messaging from a one-size-fits-all approach to a one-to-one experience for each user. When your audience feels understood and valued, they’re more likely to engage with your content, trust your brand, and ultimately, become loyal customers.
AI takes personalisation to the next level by analysing user data and behaviour in real-time, dynamically adapting your content to meet the evolving needs and preferences of your audience. This means your marketing is always relevant, timely, and impactful. With AI, you can deliver personalised experiences at scale, ensuring that every interaction your audience has with your brand feels unique and tailored just for them.
The Bottom Line:
While personalisation is indeed the name of the game, AI is the star player that ensures you always stay ahead. By leveraging AI, you can create a deeply engaging, personalised experience for your audience, to drive higher engagement and better results for your marketing campaigns.
4. Supercharging Lead Scoring and Qualification
Ever wasted time on leads that go nowhere? It’s frustrating, right? AI can save you from that headache by enhancing lead scoring and identifying high-intent leads. This means your sales team spends more time on prospects who are ready to convert, boosting your conversion rates and shortening the sales cycle.
Why AI-Enhanced Lead Scoring Matters:
Traditional lead scoring methods can be somewhat hit-or-miss, relying heavily on manual input and static criteria. AI, on the other hand, can analyse vast amounts of data in real-time. It looks at engagement patterns, behaviour indicators, and historical data to predict which leads are the most likely to convert. This dynamic approach means that your lead scoring is always up-to-date and highly accurate.
Moreover, AI can uncover insights that might be missed by human analysis. For instance, it can identify subtle patterns in behaviour that indicate a high level of interest, even if a lead hasn’t explicitly shown it through traditional engagement metrics. This allows you to catch and nurture high-potential leads that might otherwise slip through the cracks.
Handy Tools:
Salesforce Einstein: Integrates seamlessly with your CRM, providing data-driven insights into lead quality and predicting conversion likelihood.
Marketo Engage: Uses AI to score leads based on engagement and behaviour, helping you prioritise your outreach.
Infer: Uses advanced data science to analyse and score leads based on fit and behaviour, integrating seamlessly with your existing CRM.
InsideSales.com Predictive Pipeline: Utilises AI to predict which leads are most likely to convert, helping you focus your efforts on the most promising prospects.
The Final Score:
With AI in your corner, you’ll never have to second-guess your leads again. By focusing on high-intent leads, your sales team can work more efficiently and close deals faster. This means less time wasted on unqualified leads and more time spent nurturing and converting the right prospects. The result? A streamlined sales process, higher conversion rates, and a significant boost to your ROI. Let AI take the guesswork out of lead scoring and qualification.
5. Simplifying Performance Analytics and Optimisation
Last but not least, AI-powered analytics platforms give you deep insights into how your content is performing. You’ll know what’s working, what’s not, and how to tweak your campaigns for maximum impact. It’s like having a marketing guru whispering in your ear.
Must-Have Tools:
Google Analytics 360: Offers advanced analytics and integrates with other AI-powered tools like google ads, for a comprehensive view of your marketing performance.
HubSpot: Delivers detailed insights into your campaigns, helping you optimise your strategies for better results.
The Result:
Continuous optimisation is key, and AI makes this otherwise administrative heavy process a breeze.
Embrace the Future
Although it may seem like one of those annoying industry trends that you can’t escape and feel a constant pressure to implement into your work in an attempt to keep up with the times, AI doesn’t have to be as daunting as it may seem. Harnessing AI tools in your marketing campaigns isn’t just a smart move – it’s essential in today’s digital world. From automating content distribution and targeting the right audience to personalising content and enhancing lead scoring, AI has got you covered. So embrace the change and see how you could transform your marketing efforts today.