Gartner's Martha Mathers on prospects for AI and marketing; March madness; Amy something; and news from Aprimo, To get a wider perspective on AI in marketing, present and future, I spoke with Martha Mathers, marketing practice leader at Gartner. She sees an impact on productivity within marketing teams as well as the customer-facing side. Also on B2B, we've seen folks use things like natural language processing and machine learning to help direct conversation during the course of a call. "I would tend to agree that the core of the creative ideas, or the direction of the imagery and the assets you use, you might want a human touch there. Artun had emphasized B2C; Mathers has also seen an impact on the B2B side, not just in seller conversations, but also lead generation and pipeline management. On the B2B side, I see some impact on how we manage networks, and the type of context marketers are able to provide around leads to sellers." What's more, it will be important to consider how far personalization and tailored messaging should be pushed. Google Cloud has partnered with the NCAA to present in-game stats and Adobe has opened up Adobe Analytics for public use for the first time ever! The platform is intended to help make content opportunity identification and execution workflow more seamless for eCommerce marketing teams, as the need for more personal messaging becomes central to the success of digital storefronts. The cloud-based solution will enable full lifecycle content marketing management, at scale.
Gartner’s Martha Mathers on prospects for AI and marketing; March madness; Amy something; and news from Aprimo,
To get a wider perspective on AI in marketing, present and future, I spoke with Martha Mathers, marketing practice leader at Gartner. She sees an impact on productivity within marketing teams as well as the customer-facing side. “I’m seeing companies use AI to really try and fill the content gap that things like personalization have created.” For example, taking “mega-assets” and feeding them to the machine to generate a multiplicity of new assets.” Another internal area is seller productivity: “We’ve seen a couple of companies that use AI to push add-on recommendations based on the flow of a conversation, to increase deal size. Also on B2B, we’ve seen folks use things like natural language processing and machine learning to help direct conversation during the course of a call. There’s some pretty neat impact there, I think.”
Earlier this week, we published a cautionary observation by Omer Artun to the effect that creative can’t be left up to machines. “I would tend to agree that the core of the creative ideas, or the direction of the imagery and the assets you use, you might want a human touch there. But I would think that once you have a parent piece of content, you could then allow the machine to do some versioning for different segments, or tweaking it based on some kind of data. You can let the machine go, but you might want to have a human circle back and look at what it’s producing.”
Artun had emphasized B2C; Mathers has also seen an impact on the B2B side, not just in seller conversations, but also lead generation and pipeline management. “We’ve seen some interesting technologies out there that can help through lookalike modeling to identify the types of leads that are likely to perform better and get to sales qualification more quickly.”
And what about the future? “I think there are huge opportunities on the customer understanding side of things, in terms of the speed with which you can learn helpful information that might shape the way you’re communicating, and the types of offers you’re making the most significant bets on. On the B2B side, I see some impact on how we manage networks, and…
COMMENTS