Can Artificial Intelligence help you become a more effective marketer?

From Alexa to Watson we’ll discuss how AI is going to enable marketers to be more powerful than ever.

AI assistants are everywhere it seems. When many people hear the phrase Artificial Intelligence (AI), their minds immediately conjure up images of Hal from 2001 a Space Odyssey or some malevolent gadget from Netflix’s Black Mirror. In real life, however, AI isn’t a sci-fi villain, but a powerful tool to make your life more efficient and organized. These new assistants wake you up in the morning by turning on the lights, reading the news and reminding you about your day’s appointments. In the evening they lock your doors, order your groceries and turn off the lights.

As our days become easier and more efficient, technology companies are using the successes in the home to develop new ways for AI to help improve the efficiency of business. Companies, like Net Atlantic, are leveraging new machine learning algorithms to enhance business workflows and improve a company’s bottom line. But what do we mean when we say “machine learning algorithms?”

To put it simply, technology companies have written complex search query and data analysis codes, called algorithms, to look for and interpret massive amounts of data based on select rules. The computer extracts information from the data to determine trends and patterns in a process known as predictive analytics. Machine learning occurs when a computer combines the use of algorithms and predictive analytics to determine probable outcomes.

So how can AI with machine learning help you become more effective? Imagine that you want to run a summer promotion for your business. AI assistants can look at every communication you have ever made to your customer base and can determine the words or phrases that are best for you to use for the campaign. AI can also recommend the individuals in your audience most likely to engage with your messages and even tell you the optimum time to send out your messages. How much more effective could you be if an AI assistant, integrated into your marketing automation software, told you: who is most likely to respond, when the best time to contact those customers, and what messaging is the most attractive to your audience?

As AI revolutionizes the way in which we, as marketers, communicate with our customers, the workflow of marketing departments will adapt. AI has the potential to save countless hours of marketers studying data and spending more time creating engaging content for their audience. In our next post, we’ll dive deeper to explore how AI is already changing the way marketers approach communicating with their customers.

Rolling Out a Successful Lifecycle Marketing Campaign

Rolling Out a Successful Lifecycle Marketing Campaign

Not too long ago, one of our clients was asking about the best way to roll out a lifecycle marketing campaign (LCM or drip). For those of you who are not aware of what an LCM campaign is – it is an email marketing technique for sending multiple messages to a group of subscribers in an automated fashion. This client’s goal was to increase qualified leads in order to boost sales.

Drive Engagement: Automate Your Lead Nurture Strategy

When creating your lead nurturing campaign it’s important that you carefully plan the flow of your emails to ensure that your overall campaign guides your leads through the funnel. Implement automatically triggered campaigns (a series of automated emails called a “drip” campaign) that deliver consistent brand messages at specified time intervals and when leads reach certain milestones. In a long sales cycle, messages need to be more informative and not a sales pitch. Offer them something of value (webinars, eBooks, white papers, articles, free reports, blog posts, etc.).

Here are five essential elements of an effective lead nurturing campaign:

Become a Trusted Source: Nurture Your Leads

Lead nurturing is the process an inquiry goes through once it is received by your company. This process has the goal of converting as many of your leads into qualified prospects as possible. Depending on your business model this process could also result in immediate sales. With an intelligent and automated lead nurturing program in place companies can see a huge return on investment.

An effective lead nurturing campaign can increase the number of qualified prospects in your pipeline and decrease the time a possible client spends in a sales cycle. But even more important than this, a great nurture program can demonstrate to your potential customer base that you are trusted source of information. Once a prospect views you as a valuable source of information you have deepened your relationship with that potential customer.  If you have a deeper relationship with your customer from the beginning, a solid foundation has been set and you will likely be able to retain that client for a longer period of time.

Successfully integrating a nurture campaign into your email marketing efforts takes some planning. You don’t want to just start pushing material out to your leads. You want to serve them timely information. Each email should be seen as a way to provide your prospects with valuable insight, not just as an opportunity to influence their buying decision. In return this train of thought could result in lasting relationship with your buyers. Reports have shown that acquiring a new customer is 6 to 7 times more expensive then retaining an existing customer.