Do you hear that sound, off in the distance? It’s the “AI train” pulling out of the station—and if you’re not on it, you’re already running behind. While the metaphor may seem funny, there’s a seriousness to whether or not marketers have accepted artificial intelligence (AI) as a necessary evolution. While the gap grows between those who have adopted AI for marketing and those still waiting, the space between marks a noteworthy competitive edge. One that ultimately yields higher conversions, greater brand loyalty, and increased marketing ROI.
Competitors are already using it. Many have predicted this will be the year AI becomes “the norm.” As AI for marketing continues to evolve and expand, greater numbers of businesses are utilizing AI-driven marketing tools to gain a competitive edge—and adoption by CMOs is expected to grow by 63% over the next three years.
But there’s still hope. According to our recent research, conducted in partnership with Content Marketing Institute (CMI), 58% of B2B marketers report they have the right technology in place to manage content across their business. However, only 16% of them believe they are using it to its full potential. In fact, our research showed that 51% of marketers aren’t confident they are delivering the right message at the right time for their customers. The good news: You still have time to gain a competitive edge by adopting AI for marketing and learning how to use it to its full potential.
Most AI for marketing provides several key features, which are designed to help you ultimately create messaging and content that is both personalized and strategic. Customers want to feel valued, connected with your brand, and communicated with in the right way at the right time. The most helpful AI-driven tools should assist you with the following:
- Data gathering and analysis: Tailored personalization and timing requires a lot of data. So much data, in fact, that many marketers end up feeling overwhelmed by all the information they may already be gathering. A good AI-powered tool should help you gather copious amounts of useful data, but also make sense of it so that you can utilize it in strategic and effective ways.
- Messaging strategy: In order to differentiate from your competitors, you’ve got to understand which of your content and marketing messages are most relevant to your customers. A good tool will help you determine which messages are most successful, as well as when customers are most likely to see and interact with them so that you can build a strategic content plan.
- Product strategy: Being able to take products to market requires knowing which attributes matter most to your customers. The best AI tools ensure you know what customers value in your product and assist in crafting product marketing that sets you apart.
- Customer segmentation and persona building: These days intelligent content means personalized content, which requires sophisticated customer segmentation. An AI-powered marketing tool should be able to help you build segmented personas so that you can design and deliver content that will attract and retain the right customers.
Finding the right tool can be daunting, especially with so many options out there. The key to finding the most advanced (and useful) product is to look for three key attributes: 1) Targeting—the tool should excel at segmentation so that you can excel at personalization; 2) Transparency—data insights should be clear and help always available; and 3) Intelligence—both the tool (and the team providing it) should be able to produce advanced analytics, while helping you make the most of them.
If you haven’t yet boarded the “AI train,” don’t worry. There’s still time… but it’s a good idea to move quickly. Start researching your options, and don’t forget to talk to colleagues to find out what tools they have tried or acquired. And if you’d like to give the Vennli content intelligence platform a try, you can sign up for a limited time free trial to learn how it can work for you.