Artificial Intelligence Tools That Will Transform Your B2B Marketing Operations

Artificial Intelligence Tools That Will Transform Your B2B Marketing Operations

Artificial intelligence simulates traditionally human processes like learning, reasoning and self-correction. “Weak” or “narrow” AI systems focus on a very specific, defined task and are already prevalent in today’s marketing efforts. Predictive Search Programs Have you noticed that Google will try to automatically fill in your search query for you as you start typing your search phrase? The Benefit: Conversational assistants that integrate steps of lead prospecting, such as Tact, can save your sales team a lot of time and energy. Later—“Strong” AI That Will Perform Customer Service and Complex Marketing Tasks As technology continues to advance, “strong” Artificial Intelligence will rise in sophistication and popularity and support humans in many low-level marketing tasks. “Strong” AI will be able to perform multi-faceted complex tasks that more closely resemble human ability to reason, multitask and process complex information. Now, chatbots can be programmed to field complex customer service interactions, like handling returns, processing warranties and troubleshooting product issues. The Benefit: Visitors who come to your website after business hours can still get a personalized experience that helps them navigate your site. The Challenge: Interactions with a customer service chatbot produces more data for marketing and sales teams to sift through. Advanced Email Personalization and Segmentation Marketing and email automation platforms currently offer sophisticated and nuanced segmentation capabilities, and automating nurture streams has become an industry best practice.

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artificial-intelligence

When you think of artificial intelligence (AI), do you imagine Will Smith battling humanoid robots? Well, think again…did you know that AI is already being applied in the Internet, helping you go about your daily life without drawing attention to itself?

Artificial intelligence simulates traditionally human processes like learning, reasoning and self-correction. Unlike traditional programs, AI-based applications don’t need to be continually fed data or manually coded to make changes to their functionality and output. AI can be (and already is) immensely useful to B2B professionals in all industries.

Now— “Narrow” AI That Provides Assisted Searches and Sales-Focused Conversational Assistants

Most people tend to think of “strong” AI examples like IBM’s Watson, but “weak” or “narrow” AI is more common and useful to our businesses and everyday lives. “Weak” or “narrow” AI systems focus on a very specific, defined task and are already prevalent in today’s marketing efforts.

Predictive Search Programs

Have you noticed that Google will try to automatically fill in your search query for you as you start typing your search phrase?

This feature is called predictive search, and it is one of the more established and widely used forms of AI. Predictive search helps save users’ time, and can also be used to make subtle suggestions that influence the outcome of a search query. These programs work by compiling search data and common keywords, then auto-filling the search bar when familiar patterns pop up.

Predictive search programs that are specific to websites are becoming increasingly common, and can be beneficial to B2B organizations with large, unwieldy websites.

The Benefit: When potential prospects come to your site for the first time, they don’t have any context for the layout of your site. Predictive search can help those visitors to hone in on specific assets and pages that they may not have found on their own. When web visitors have a good user experience, they are more likely to stay longer, meaning increased engagement and more leads for you!

The Challenge: Predictive search narrows the focus of the results, which means that some less-trafficked content may be continually pushed to the bottom of the pile. This is where stellar SEO tactics come into play in order to have your content ranking higher in search engine results.

Virtual Digital Sales Assistants

Voice-controlled hands-free assistants have migrated into many of our digital devices, including smartphones, home security, computers and cars. Whether it be Apple’s Siri, Amazon’s Alexa, or Microsoft’s Cortana, conversational assistants all have a similar purpose: answering basic questions and performing basic tasks. Now, what Gartner calls “virtual digital sales assistants” are being created with the salesperson in mind, bringing together CRMs like Salesforce,…

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