Nowadays, there’s a bit of AI in everything, and marketers could use Artificial Intelligence in many ways.
In this video, I talk about Artificial Intelligence in Marketing and share three crucial topics to inspire you this year:
– AI and Machine Learning definitions
– A day with AI from a B2B Marketer’s perspective
– Three real-life AI uses cases to help marketers and sales teams, better understand AI
For more you can check out my 9000-word Kindle ebook: The Modern AI Marketer: How to Leverage Artificial Intelligence in Digital Marketing to Get Ahead.
You can grab your copy Amazon.
As a B2B Marketing Consultant, Author and Speaker, I focus on helping marketers to build marketing and sales alignment. I also help global companies tailor their marketing to a local audience. In addition to my YouTube Channel, I also write blog posts and own my podcast. Check out blog posts and podcast episodes and subscribe to Apple Podcast.
Want to see how I can help you? Schedule a call with me. Let’s talk.
Hi, everyone. I want to make a quick mention that I recorded the next several episodes prior to the Coronavirus pandemic. I know that it’s a tough time for all of us, and I hope that you’ll find time to relax and hopefully get a sense of normality by watching my weekly episodes. And in the meantime, be safe and stay healthy.
Hello, welcome to another episode of b2b marketing with Pam. So glad that you are watching this specific episode. I want to talk about something very interesting, right? Artificial Intelligence. Yeah, that’s it. But we cover three categories. One is the definition of AI and what is machine learning. Okay, that’s one. And the second one is I want to talk about a day with AI from a b2b marketers perspective. And third is three use cases that give you some thoughts in terms of how you can apply AI to your jobs. Are you ready? Let’s do this. The first one is the definition of AI.
If you look at Wikipedia, the definition of AI is intelligence exhibited by a machine. That sounds great, right?
But Wikipedia is not a b2b marketer. If we actually write a statement or definition, we need to actually have a call to action and also specific product benefits associated with it. So here, I’ve turned Wikipedia’s definition into a very b2b marketing-like definition. Well, artificial intelligence is intelligence exhibited by machines to enable decision-making, predict outcomes, or improve efficiency.
The next thing I want to talk about is machine learning. So back in the early 2000s, artificial intelligence takes dramatic, literally 180 degrees. And the smart computer nerds, I call them scientists, actually were like, hey, you know what? If we want machines to think and act like humans, why don’t we teach them to learn? How do we learn as humans?
We learn by reading, you know, observing and recognizing stuff, right? And there are computer scientists like, yeah, we can write some sort of general program rules, and the algorithm so the computer can learn from themselves. Sounds great, right? But how can we help them learn? Well, you know, what do we learn by reading and watching tons of stuff?
Well, for machines, can we feed them a huge amount of data, so they can start recognizing patterns on objects?
And a, for example, chihuahuas versus blueberry muffins. Seriously, this is such a resemblance between these two. I never realized that. So when you feed them enough pictures about chihuahuas from multiple different angles, and the many different chihuahuas, and you feed enough data about blueberry muffins, and also from different angles, you know what machine start recognizing them, and they actually can achieve to a certain amount of accuracy rate. Pretty amazing.
If they can start to differentiate Chihuahuas and blueberry muffins, maybe they can start to recognize our faces and facial recognition. Well, if they can tell the differences between neon lights and traffic lights, you know why maybe they can drive a car autonomously driving? Oh, what if we can teach them to actually learn the sentiment of specific words or the construct of the sentences?
Maybe they can tell us the intent and also the preferences of a specific prospect. And all of a sudden, the sky is the limit in terms of what artificial intelligence can do for us. So with that being said, what I really want to share with you is that I created a beautiful slide to show you a day with AI from a b2b marketers perspective in terms of what you can think AI can do for b2b marketers. The first thing we can talk about is content creation. As b2b marketers, what do we do a lot? We create content to explain our products, right? Our products tend to be very complicated. We have to explain that.
So we can use Google search to find optimal titles, and a Google search actually has AI built into it. Whenever we type, Google actually anticipates our thinking and tries to complete the sentence on our behalf; that is artificial intelligence work. Once you get your title, we can use AI to create content. I’ll show you a specific example later. And then, you can use AI to syndicate your content. Many social media tools have AI or machine algorithms built into them. For example, a lot of time, they will tell you terms of what is the optimal date and time that you should push out your content. Guess what? Many of those recommendations actually are AI at work.
Once you push out your content, you can actually use AI to sort prospect inquiries. Before you pass that qualify leads to humans, I want to give you a specific example. So what can you do? And then, of course, after that, you can use automatic email to actually follow up with them and put AI to work. Again, you can also use AI for customer support. I am not kidding. You know what I’m talking about, chatbot.
The next thing that we can do is maybe you can use AI for Account Based Marketing. There is a platform called Alyce. And if you go to that platform and you enter a prospects name, if you want to send them a specific type of gift, you enter the name, and the AI will crawl the social media profiles of that specific person and give you a recommendation in terms of like, you should give that person as a gift. All right, seriously, I’m not kidding.
Put AI to work. And, of course, you can use AI to help you or the salespeople to determine the sentiment of the prospect, and you can record a conversation with your potential customers. And you can ask the AI in terms Hey, what are that person’s sentiments? Are they interested in buying or whatnot? The next thing is you can use AI to do a forecast in terms of, Hey, what is your projected revenue will look like and also what is the probability of the deals that you will close and again, that you need to build some sort of models and feed the data into the models and to determine what is the outcome that you want to see or that the outcome the AI will predict.
The next thing that I want to share with you is using AI. You know, I talked about using AI for lead generation and customer support. And the most common example here is really chatbots. When you go to a website now there, you will see little chatbots that are very happy to see you. And they usually, you know, situated very nicely and comfortably. At the bottom of the right-hand corner, there is a chatbot at work for customer support. And it’s from Upwork. I love the Chatbot India Support site. And the chatbot is so smart. When I type something, they will actually anticipate what I type. And let me show you. I’m right here. I clicked on that chatbot, and you can see and say I’m data.
Okay, sounds good. Very happy to meet you. What do you have? Do you have questions? Want to get some answers? Have a counting problem. I start typing how to add milestones. Right? And when I’m typing, they are really trying to anticipate my knees, and they start thinking, Oh, you want to add a milestone, great. These are the categories related to milestones, and I click one, which is add milestones.
When I click on that, you can see that data started adding specific instructions and steps what I can do to add to my milestone, okay? And they are doing it by giving me a lot of instructions, and it can be overwhelming. Right. So I scroll up to kind of read the specific steps that the data provided to me. So I’m looking into it, and it is actually very, very good because I was looking for a specific step, and I followed the directions. And guess what? I did add the milestone successfully. That’s assuming I am not happy.
All right. I said can I talk to somebody, please? Can I talk to someone? The data was smart enough to figure out that I wanted to talk to somebody and gave me three options. I can phone somebody, I can chat with somebody, or I can email somebody. This is a great chatbot which is AI work – beautifully. Right. I love this chap. I love data. So that’s one example. Another example I want to share with you is content creation.
The Washington Post actually created a homegrown tool; they call it AI reporter or AI content robot – however you want to call it. And the name is Heliograph is a homegrown tool, and the editor can actually create a narrative, you know, with keywords and also with a specific outcome. So if you actually write a narrative with keywords with a different outcome and the key phrases and then you hope the heliograph to a trusted source that they can actually store the information from different places so they can identify the relevant data and the width of key phrases keywords on the template along with the sources that they will go crawl.
They can create a first draft on your behalf, and they did that for 2016. Election, they published over 150 articles that year and generated over half a million views. Of course, they continue to optimize their homegrown tool to make it better. I don’t have the latest stats in terms of how many articles are generated by heliograph. But you know, that definitely put heliograph to good use.
Another tool I want to share with you is narrative sciences, AI base, and natural language generation technology.
Okay, for this specific platform, they can actually recognize a chart. All right, like this specific chart is the continuous pattern over a period of time, if you enter that chart into their platform, and you basically say, Okay, this pattern is continuous boom, they can give you a paragraph in terms of what that chart is about. If you really don’t like it, it’s kind of long and hard to read, and you want to be on bullet points. You can click on the bullet points bill will give you bullet points. It’s basically using AI is reading the charts and create a first draft for you.
So you can take it from there. It’s not about replacing your job, per se. Really, it’s not at this point. Maybe in the future, we’ll see AI marketers or AI salespeople, but at this point, it is really about making your job easy. They create something you take over, you edit it, and you run with it. Hopefully, that will make your job easier. And then you can do more with less about examples. What I want to share with you is using AI to seek prospects’ inquiries and then qualify them before they are passed to humans. And at the same time while doing AI. You can also use AI to automatically create an email as a follow-up, so check out this specific video.
What I want to show you is one of my favorite conversations that our AI sales assistant, Rachel Brooks, had with a prospect. I think it really showcases the power and intelligence of our technology. Here Rachel follows up with Connie after stopping by our booth at Dreamforce. In 2016. Rachel is smart enough to know where that lead came from and refers to it in her introduction, then asks if she would like more information.
Rachel’s sole purpose in life is to vet out the interest level of a prospect and set up a meeting with a sales rep. Rachel sends a follow-up email, and you will notice that the email has changed. Each email that Rachel sends out will dynamically change from the subject to the body. And the question she asks. Marketers are going to love the fact that they don’t have to create 1000s of templates for the AI. Nor are these plug-and-play templates.
Now I share the specific examples with you right in terms of the content creation, the homegrown tool by the Washington Post, and very, very nice chatbot examples for Legion and also customer support. The last example I will share with you is basically an AI sales system that consistently follows up with prospects until that prospect is ready before they pass that to humans.
You know what? I’m actually helping a couple of my clients look at their workflows and also the Martech stack to determine where they can actually use AI to help them, and I’m helping them in terms of doing some research and also sourcing the tools and the look into different options and also determine if they can actually pull an internal team together that look into the AI initiative. If this is something that is in your interest, reach out to me as well. Love to actually work with you. Remember, brainstorming is free. Okay, so reach out to me anytime. Talk to you soon. Bye bye