Artificial intelligence (AI) is all around us. It’s how Google answers our searches, Amazon recommends products, and Pandora plays another song.
For marketers, AI enables scalable growth, drives revenue, and personalizes customer experiences. Savvy marketers are discovering that AI is an exceptionally powerful strategy. It empowers them to excel in their roles by engaging with their audiences through personalized, targeted messaging—all at scale.
AI technologies are also creating key internal opportunities that drive better alignment between marketing and sales resulting in an increase in revenue and a healthy pipeline.
Let’s look at five ways AI can help marketing and sales continue to tear down silos.
1. Support Sales with Relevant Customer Experiences
Customers have come to expect personalized experiences and interactions through their preferred format or channel. Nothing says, “I’m not listening” like getting an automated email about a free trial that a lead already signed up for with a sales rep. In fact, “irrelevant content” is the #1 reason that customers disengage.
Engaging thousands of prospects and customers through personalized content is impossible without arming your marketing forces with artificial intelligence.
AI-powered predictive content tools are empowering marketers to be more strategic, while simultaneously lightening the workload. These AI-powered marketing programs can crawl your site for blog articles, case studies, white papers, ebooks, videos, etc. Once the content arsenal is assembled, AI predicts which collateral will appeal to—and ultimately convert—each audience segment. Insights can be used to engage visitors across email, web, social, and mobile channels for a full omni-channel approach. The result is one-to-one value marketing that businesses weren’t previously able to achieve without considerable scaling.
A marketing engagement platform powered by
AI technologies equips marketers Belgium Phone Number with data-driven intelligence that aligns company-wide strategies for a unified brand conversation.
2. Agree on Qualified Leads and Accounts From the Beginning
Now more than ever, closing deals requires an orchestrated alignment between marketing and sales. Historically, one of the most difficult areas of alignment is agreeing on what qualifies a lead, or in an account-based marketing scenario, what makes for an “ideal customer profile.”
Of course, marketers are equipped with a wide range of lead and
account scoring tools and strategies, resulting in an automated qualification process, but even automation has its limitations. It can be difficult to set up scoring in a meaningful way that aligns broad audiences, product offerings, and sales tactics.
However, predictive lead scoring and predictive account scoring provide value where other solutions may not, resulting in a strong foundation between sales and marketing. Predictive scoring programs scan digital signals from across the web to find prospects who match your brand’s ideal customer profile. All you have to do is get together with sales to identify those “perfect” customers or clients.