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3 Things About Machine Learning Every Marketer Needs to Know - Act-On

3 Things About Machine Learning Every Marketer Needs to Know - Act-On | The MarTech Digest | Scoop.it
Not sure you understand what machine learning is? It can sound a little scary and confusing, but it's not. It's just using data to answer questions.
CYDigital's insight:

3 Things About Machine Learning Every Marketer Needs to Know - Act-On

 

The only item available to the marketer today is machine learning, manifested by predictive analytics.

 

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10 Charts That Will Change Your Perspective On Artificial Intelligence's Growth - Enterprise Irregulars

10 Charts That Will Change Your Perspective On Artificial Intelligence's Growth - Enterprise Irregulars | The MarTech Digest | Scoop.it
Global revenues from Artificial Intelligence for enterprise applications is projected to grow from $1.62B in 2018 to $31.2B in 2025 attaining a 52.59% CAGR in the forecast period. .
CYDigital's insight:

10 Charts That Will Change Your Perspective On Artificial Intelligence's Growth - Enterprise Irregulars

 

Yes, it's coming, but for us MarTech folks it's not yet soup.

 

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AI, Predictive Content, and the Customer Experience - Kapost

What does “predictive content” mean? Simply enough, it predicts what type of content is shown to each individual to make the most of every interaction. Predictive content relies on the uses of machine learning (ML) and predictive analytics to automatically put the most relevant content in front of each person across web, mobile, and email channels.

Based on market research, marketing and AI are still trying to find a balance. In a 2016 B2B Gallup report, 71% of consumers are uninterested or disengaged and 60% of B2B customers just don’t care about brand relationships. Instead, they prefer authentic human interaction. So AI may be filtering for relevant content, but is it really engaging the consumer?


As AI and consumer relationships try to weave themselves together seamlessly, one thing keeps getting in the way: the consumer’s desire for authenticity. It’s not about how often one sees content or how many followers people have on any given social network; it’s about the authenticity of the content and how brands engage with their followers in meaningful ways.
CYDigital's insight:

AI, Predictive Content, and the Customer Experience - Kapost

 

So long as the content meets the needs of the reader, all is well.

 

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Infographic: What Marketers Really Think About Artificial Intelligence - AdWeek

Infographic: What Marketers Really Think About Artificial Intelligence - AdWeek | The MarTech Digest | Scoop.it
Nearly half believe it’s an overhyped buzzword.
CYDigital's insight:

Infographic: What Marketers Really Think About Artificial Intelligence - AdWeek

 

We're ALL sick on it.

 

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Using AI For Sales? Forget The Hype - Forbes

Using AI For Sales? Forget The Hype - Forbes | The MarTech Digest | Scoop.it
Phase I: Instrument Your Sellers

Phase I is about getting better data, and we do this by instrumenting the team. Instead of having the team use their desk phones, we have them use a connected system to make phone calls. Instead of letting emails go back and forth under the cover of night, we track them. With phone calls and emails automatically logged -- even the calls and emails that go unanswered -- the data becomes pristine and useful to AI. 

Phase II: Optimize Your Buyers

With clean data, CRM now becomes useful to our AI efforts. AI wants basically four categories of data:

Descriptive data--who are the prospects, and what characteristics do they have?
Activity data--what actions have been taken? (calls, emails)
Contextual data--what are the prevailing conditions at any given time (weather, economics etc.)
Results data--what have been the outcomes of our activities?
Phase III: Optimize Your Sellers

For the sales leader who wants to build a team that can reliably hit quarterly targets, it’s important to understand who they have in which seats. AI can instantly evaluate the historical performance of thousands of reps, identifying the behaviors and attributes that separate one group of performers from the next. Phase III relies on data from Phases I and II, but it flips the unit of analysis from the buyer to the sales rep.

Phase IV: Custom AI

With good data on buyers, good data on sellers, and good data on how opportunities make their way through the sales cycle, the remaining opportunities to leverage AI for revenue lift fall into the catch-all category of “what else?” These answers can be broken up into two categories:

More data / data sources
Different questions
CYDigital's insight:

Using AI For Sales? Forget The Hype - Forbes

 

Of course, this all assumes you HAVE AI capabilities.

 

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How AI Will Make Marketing More Personalized in 2018 | Marketing Insider Group

PUSH NOTIFICATIONS WITH PERSONALIZATION

COLLABORATIVE FILTERING

AI-BASED IMAGE RECOGNITION SOFTWARE

MULTI-SENSORY CONVERSATIONS

INCREASINGLY SEGMENTED EMAIL MESSAGING
CYDigital's insight:

How AI Will Make Marketing More Personalized in 2018 | Marketing Insider Group

 

Unless you have a bevy of developers, AI will need to baked into applications. Why is anyone talking about AI if it isn't baked into applications as a feature?

 

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How CRM Companies Can Borrow a Page from the Salesforce.com AI Playbook - insideBIGDATA

It’s imperative that sales people can monitor (and then adjust) the likelihood that a sales opportunity will close to maximize profitability. One way to do this is through integrating natural language processing (NLP) techniques (a field of AI centered around interactions between computers and humans) into a cloud platform. An example of this is Einstein Opportunity Insights on the Salesforce.com cloud, a feature which monitors for key words to help minimize risk and secure opportunities. However, any CRM leader can (and should) integrate NLP into their own cloud platforms, looking for items including:

1) The presence and/or absence of a positive/negative term via digital communications between the prospect and the sales rep. Identifying specific terms (or lack thereof) can help make clearer where the prospect is within the decision process.

2) The amount of time that passes between communications among the customer and the sales rep. Monitoring the cadence of interactions can help reps determine how often to contact a customer to generate the most favorable outcomes.

3) The presence and/or absence of competitor research by the prospect via monitoring of digital communication channels. Understanding who else the prospect is considering doing business with is another way for sales reps to better target and course correct their outreach.
CYDigital's insight:

How CRM Companies Can Borrow a Page from the Salesforce.com AI Playbook - insideBIGDATA

 

Scooped to provide insight as to SFDC's Einstein feature.

 

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Forrester Data Infographic: Who’s Driving AI Adoption In The Enterprise?

Forrester Data Infographic: Who’s Driving AI Adoption In The Enterprise? | The MarTech Digest | Scoop.it
AI and its underlying technology building blocks are top of mind for enterprises today. Forrester Data reveals who is driving its adoption.
CYDigital's insight:

Forrester Data Infographic: Who’s Driving AI Adoption In The Enterprise?

 

One answer: it's not Marketing.

 

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Infographic: How Marketers Think AI Is Going to Affect the Industry - AdWeek

Infographic: How Marketers Think AI Is Going to Affect the Industry - AdWeek | The MarTech Digest | Scoop.it
Eight in 10 business-to-business marketing executives believe AI is poised to “revolutionize” the marketing industry by 2020.
CYDigital's insight:

Infographic: How Marketers Think AI Is Going to Affect the Industry - AdWeek

 

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How will AI Feed Account Based Marketing? - MarTech Series

How will AI Feed Account Based Marketing? - MarTech Series | The MarTech Digest | Scoop.it
Account Based Marketing (ABM) is a powerful technique to deliver targeted and personalized engagements to customers in key accounts.  ABM Leadership Alliance’s recent research report shows that B2B marketers who adopt ABM can expect a 171% uplift in annual contract value – so perhaps it’s no wonder that according to data by Constellation Research, 92% of companies plan to implement an ABM strategy in 2017.

However, according to the same stud, it appears that despite overwhelming evidence of the revenue growth opportunity presented by ABM, many companies aren’t entirely unconvinced of its successful execution or whether they will achieve a satisfactory return on investment. Why is this?

That old nemesis of scalability seems to be the primary cause of concern.
CYDigital's insight:

How will AI Feed Account Based Marketing? - MarTech Series

 

Yeah, unless you're marketing into all 110M medium sized businesses, it's tough to scale.

 

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Many Marketers Consider AI to Be Overhyped - eMarketer

Many Marketers Consider AI to Be Overhyped  - eMarketer | The MarTech Digest | Scoop.it
Almost half (47%) of respondents said they think AI is overhyped, and another 31% said the same of big data. It doesn't stop there: Nearly a quarter considered omnichannel to be more of a fantasy than a reality, and 14% felt the same way about personalization.

More than half of marketers polled said marketing technology vendors are to blame for these overhyped concepts—and for the fact that they've been overused to the point of creating confusion.

When asked how well they think marketing technology vendors deliver on their product claims with regard to these buzzwords, few of those surveyed felt vendors deliver exactly what they promise.
CYDigital's insight:

Many Marketers Consider AI to Be Overhyped - eMarketer

 

Again: if it's not embedded into the application, it's not real.

 

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Will AI Make Account-Based Marketing Obsolete? - DMNews

Will AI Make Account-Based Marketing Obsolete? - DMNews | The MarTech Digest | Scoop.it
ABM has only been in the B2B marketing lexicon for a few years now — but some think the idea may already be on its way out because of advances in martech analytics AI technologies

"Forget Account-Based Marketing. Think about People-Based Marketing. Think about every individual [in] a buying group [that] is made up of many different people," said Nick Panayi, VP of brand, demand, and digital marketing at DXC Technology when directly asked about the role of AI in B2B marketing. "An AI bot…can craft a campaign for one person. Why do we have to wait…months for an email campaign? … When that human finally says. 'Oh, that's interesting…" then you connect them to the salesperson — and at that point you bring with them their whole history."

"Maybe the better questions we should start off with are who are my best and most important buyers?" said Julie Schwartz, ITSMA's SVP of research and thought leadership in her own presentation at the conference. "And how can AI use that knowledge to really engage with them better?" Specifically, Schwartz noted that some ABMers might lose sight of customer experience – instead becoming hyper focused on such ABM aspects as lead generation. In such cases, Schwartz averred, AI technologies could help.
CYDigital's insight:

Will AI Make Account-Based Marketing Obsolete? - DMNews

 

It's fascinating and achievable...and could very well replace the marketing stack. If the B2B marketer is microtargeting each member of the group buying process, then it makes sense to use AI to engage and deliver. You could throw everything else out the window.

 

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Scale Your B2B Content with Artificial Intelligence - CMI

Scale Your B2B Content with Artificial Intelligence - CMI | The MarTech Digest | Scoop.it
Tools like Crayon and Pathmatics enable you to monitor the digital footprint of your competitors, giving you information to use when forming your content marketing strategy.

Marketing planning often involves analyzing content as a basis for making decisions about future content. One free AI tool anyone can use for this purpose is IBM Watson Analytics. You import any dataset – for example, a CSV file – and explore it.

You may even be using a curation tool – Curata or Scoop.it, for example – and not realize that you’re using AI.

One new tool – Phrasee – creates email subject lines that can result in more opens, clicks, and conversions than subject lines written by people. 

Tools that analyze text for grammar, sentiment, style, and tone of voice include Acrolinx, Grammarly, and AtomicReach.

Data-intensive content (based on financial info, analytics, product info, etc.) lends itself to automation such as the Automated Insights tool called Wordsmith.

In a tool like Clarifai, an algorithm assesses images ­– for example, items of apparel ­– and tells how likely each image is to be one type of thing or another.

Google has jumped in with its recent release of Google Analytics Solutions. If you have a list of questions you want answered every month, you can set up this tool to ask Google those questions (as shown below) instead of asking a data analyst.
CYDigital's insight:

"Scale Your B2B Content with Artificial Intelligence - CMI"

 

You'll want to click through for the links to the tools.

 

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Predictions 2018: AI Hard Fact – Treat It Like A Plug-And-Play Panacea and Fail - Forrester

Predictions 2018: AI Hard Fact – Treat It Like A Plug-And-Play Panacea and Fail - Forrester | The MarTech Digest | Scoop.it
AI is not a plug-and-play proposition. Unless firms plan, deploy, and govern it correctly, new AI tech will provide meager benefits at best or, at worst, result in unexpected and undesired outcomes. If CIOs and chief data officers (CDOs) are serious about becoming insights driven, 2018 is the year they must realize that simplistic lift-and-shift approaches will only scratch the surface of possibilities that new tech offers.

*AI will reshape analytic and business innovation: A quarter of firms will supplement point-and-click analytics with conversational user interfaces, and AI will make decisions and provide real-time instructions at 20% of firms.
*Big Data environments will evolve or suffer the same fate as yesterday’s data management:  One-third of enterprises will take their data lakes off life support in 2018, and half of firms will adopt a cloud-first strategy for big data analytics.
*Firms will remake traditional data and analytic roles to activate insights: Two-thirds of firms will create customer insight centers of excellence, and data engineers will become the new hot job title in 2018.
*The insights market landscape will become as complex as three-dimensional chess: The IaaS (Insights-as-a-Service) market will double, with 80% of firms relying on insights service providers for some portion of insights capabilities in 2018.
CYDigital's insight:

It's gonna take work, and you'll need to work with your CIO to make it happen.

 

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Playmaking, AI Revolution, CRM Evolution: Highlights from Dreamforce 2017 - Forbes

Playmaking, AI Revolution, CRM Evolution: Highlights from Dreamforce 2017 - Forbes | The MarTech Digest | Scoop.it
1 . CRM is declining. 

2. The #FourthIndustrialRevolution. Salesforce CEO Marc Benioff spoke at length about the Fourth Industrial Revolution, in which technologies such as mobile, artificial technology and nano technology are converging in ways that create, by his estimate, 3.3 million jobs and $859 billion of additional GDP by 2022. Conversely, however, the nature of work will be shifting dramatically, which will have a profound impact on many within the current workforce. It will be vital within this transition to help the thousands or even millions of people who will need to gain new skills in the burgeoning arena of tech.

3. #Playmakers are everywhere. In a nutshell, playmakers use data, science and smart applications to win at the sales game and to achieve revenue outcomes (career progress, too) at a level that has never been an option before. Playmakers don’t take guesses, but take strategic actions to increase and accelerate their conversations with ideal sales leads. They follow proven game strategies, assisted by AI sales data, to accelerate their success. In fact, we used the show as the launching ground of our newest features in sales acceleration, the Predictive PowerDialer and Predictive Playbooks, to make these aspects of AI available for every salesperson, to equip them with the best possible tools.
CYDigital's insight:

Technology is society's splitter. We need to tread with caution.

 

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2 applications of marketing AI - Biznology

2 applications of marketing AI - Biznology | The MarTech Digest | Scoop.it
1. Tagging
AI solves this problem by automatically tagging marketing pages and assets for the attributes that matter. In IBM, we built an autotagging system using Watson Knowledge Studio that tags pages for their topics. When we scale the system, not only will all the pages be tagged with this attribute, it will be accurate 85 percent of the time (if our initial tests scale), which is good enough to get the job done.

If we can get autotagging working for all of our most important attributes, we can get better and better at serving the right content to our audience when they need it. We can correlate this with transnational metrics like leads and sales. And we can tune the system over time, end to end. AI is a huge enabler of this.

2. Keywords
At IBM we built a keyword ontology, which is a fancy name for a set of taxonomies related to the keywords our target audiences most often use in their search queries. We get keyword data from Google, and we organize it into topics for our topic taxonomy. We also can arrange keywords by business unit, brands, and products. When you have all these attributes related in an ontology, there is no end to the way you can manage content using them.
CYDigital's insight:

IBM's take on AI usage in Marketing.

 

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AI Is Changing Marketing As We Know It, And That's A Good Thing - Forbes

AI Is Changing Marketing As We Know It, And That's A Good Thing - Forbes | The MarTech Digest | Scoop.it
Marketers have more insights-related tools at their disposal that facilitate true data-driven decision making but AI is needed to help integrate across tools, datasets and platforms.

The nature of marketing work is changing, but not necessarily becoming completely technical and focused on data science. Instead, the infusion of AI into marketing work can aid decision making and automation can free up valuable executive time.

Consumers are changing due to AI-powered tools and devices being involved in consumer search, choice set construction and purchase decision making, and as this becomes more widespread and feels normal to consumers, AI will start to automate certain consumer decisions.

Visionary marketing leaders need to understand AI and how it impacts both marketers and consumers. Moreover, they must think broadly and creatively about the AI-powered future of marketing and take proactive steps to ready themselves and their organizations for the future that they (and their customers) are creating.
CYDigital's insight:

It needs to be embedded into the marketing stack.

 

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Ines Costa Matos's curator insight, November 10, 2017 9:30 AM

Beware, the robots are coming for you...

Ines Costa Matos's curator insight, November 10, 2017 9:32 AM

Wow, shocking! 

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CRM Isn't Enough -- Here's What's Next - Forbes

CRM Isn't Enough -- Here's What's Next - Forbes | The MarTech Digest | Scoop.it
With the seismic shift in buyer behavior, we need something that goes beyond the limitations of CRM. We need to create an “AI System of Growth” that helps sellers sell in the way buyers buy. This requires three components: 1) Neural Data, 2) Sales AI and 3) Sales Engagement Apps.  

Neural Data

The modern approach to optimizing sales starts and ends with Neural Sales Data. Neural Sales Data, simply put, is human behavioral data with outcomes. For optimal success, it must be global and cross-company as well.

Sales AI

The math behind AI is becoming commoditized through companies like Google and Amazon, who give away algorithms and access to machine learning platforms. What they don’t give away, however, is the unique data that each organization (or sets of organizations) must obtain and compile on their own. 

Sales Engagement Apps

With Neural Sales Data interpreted by Sales AI, salespeople benefit from the collective experience of all salespeople in the system. They complete the circle by using sales engagement apps (email, phone, social, etc) that continually feed new data back into the system, allowing it to listen and adjust as the sales process progresses.  
CYDigital's insight:

Love it. Now we're getting somewhere.

 

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How to Find the Right AI Platform for B2B Marketing and Sales Success - MarTech Series

How to Find the Right AI Platform for B2B Marketing and Sales Success - MarTech Series | The MarTech Digest | Scoop.it
A report by technology research firm Nucleus Research provides compelling new evidence of the power of Artificial Intelligence (AI)-assisted marketing. The study showed that in their first 30 days of using AI for advanced analytics and predictive functionality, the B2B sales and marketing teams at a commerce service provider increased business from the company’s top-tier accounts by 5% and created 25-35 new sales opportunities. Overall, the unique competitive edge provided by AI boosted the company’s sales by $150,000 that month.

AI has a significant impact on strategic marketing tasks including assessing total addressable market (TAM) analysis, selecting target accounts, enriching databases with key insights and informing demand generation strategies and tactics. It also allows marketing and sales teams to align and coordinate all their activities more effectively.

By doing the heavy lifting of identifying the right prospects and how to target them, AI can drastically reduce the current average of 128 minutes that sales reps spend identifying and researching leads. Freeing your sales team to spend more time selling, with enhanced intelligence and agility, will boost sales velocity and sales attainment.
CYDigital's insight:

No doubt. Applied correctly, it will turboboost sales.

 

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Dreamforce 2017 - AI adoption is being driven by C-Suite, but best owned by IT - Diginomica

Dreamforce 2017 - AI adoption is being driven by C-Suite, but best owned by IT - Diginomica | The MarTech Digest | Scoop.it
Based on data from more than 1,800 Salesforce customers worldwide, 77% of companies already using AI expect to increase their spend over the next 12 months, while 20% of those not using AI intend to make an investment.

The State of Salesforce report indicates that while IT retains responsibility for Salesforce rollouts, the interest in AI is coming from the very top of the C-suite. What’s interesting is what the main business benefit is currently seen to be, with nearly two-thirds of C-suite execs seeing AI as an enabler for better customer care and satisfaction.

After that, there’s a massive gap before sales opportunity qualification shows up in pole position on 11%, followed by overall effectiveness on 10%.

Perhaps somewhat alarmingly, those are followed by a wildly-generic ‘Other’ on 7%, which seems to suggest something of a leap of faith. But then, according to Bluewolf, only 36% of users actually measure the ROI of their Salesforce investment! (The rest just guess?)
CYDigital's insight:

Please click through for the link to the full report.

 

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AI Is Changing Marketing As We Know It, And That's A Good Thing - Forbes

AI Is Changing Marketing As We Know It, And That's A Good Thing - Forbes | The MarTech Digest | Scoop.it
  • "Marketers have more insights-related tools at their disposal that facilitate true data-driven decision making but AI is needed to help integrate across tools, datasets and platforms.
  • The nature of marketing work is changing, but not necessarily becoming completely technical and focused on data science. Instead, the infusion of AI into marketing work can aid decision making and automation can free up valuable executive time.
  • Consumers are changing due to AI-powered tools and devices being involved in consumer search, choice set construction and purchase decision making, and as this becomes more widespread and feels normal to consumers,
  • AI will start to automate certain consumer decisions.
    Visionary marketing leaders need to understand AI and how it impacts both marketers and consumers. Moreover, they must think broadly and creatively about the AI-powered future of marketing and take proactive steps to ready themselves and their organizations for the future that they (and their customers) are creating."
CYDigital's insight:

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AI APIs - Dead Simple AI · Forrester

AI APIs - Dead Simple AI · Forrester | The MarTech Digest | Scoop.it
Building AI applications is hard work, but cloud vendors are making it easy by exposing simple-to-call, pay-as-you-use APIs. Want to add real-time speech recognition to your app? There’s an API for that. Want to recognize faces in an image? There’s an API for that and many more, courtesy of cloud giants Amazon Web Services (AWS), IBM, Google, Microsoft, and Salesforce and smaller, specialized vendors like Clarifai and Indico. These APIs are here, but more are coming, with greater accuracy and functionality and they will be powering legions of new AI-enhanced applications.

CYDigital's insight:

Forrester also lists the five different types of APIs.

 

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The State of Automation and AI Study 2017: 400 operations leaders air the real deal - Enterprise Irregulars

The State of Automation and AI Study 2017: 400 operations leaders air the real deal - Enterprise Irregulars | The MarTech Digest | Scoop.it

"Let’s summarize the key findings from the study:

 

  • Automation is the number one strategic priority four-fifths of enterprise C-Suites are placing on their operations.
  • 98% of enterprises have an automation agenda, but a third already have embedded it into their service delivery.
  • Corporate leadership and IT are most active driving the automation agenda.
  • Deployments of robotic process automation (RPA) as well as AI starting to scale out with varying degrees of maturity.
  • Many customers are in an automation dichotomy: they want automation to drive long-term quality and agility, but need rapid cost takeout to sell the ROI.
  • Satisfaction with initial automation deployments is mixed as customers struggle to define success and execute against it.
  • Despite the growing pains, RPA is starting to be used effectively in this era of innovation and the current satisfaction results reflect this.
  • Automation Centers of Excellence (CoE) proving a major success."
CYDigital's insight:

A link to the free report is available when you click through.

 

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Salesforce Takes the Guesswork Out of Audience Segmentation with AI for Marketers

Salesforce Takes the Guesswork Out of Audience Segmentation with AI for Marketers | The MarTech Digest | Scoop.it
To that end, 57% of marketers say using artificial intelligence (AI) is essential for creating 1-to-1 marketing experiences; however, actually delivering these experiences is difficult. More often than not, AI is still seen as the domain of data scientists with extensive training. Without access to these data gurus, many marketers think they must rely on backward-looking analytics, often using manual (or somewhat manual) processes to do things like identifying target audiences or choosing the content and offers they send.

But AI isn’t just for data scientists anymore. By embedding it into the apps and workflows where power users spend their time, Salesforce Einstein is democratizing AI and putting it in the hands of marketers, making things like predicting consumer engagement and campaign planning easier.
CYDigital's insight:

It's the only real differentiator out there right now.

 

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Machine-Learning and Artificial Intelligence: The Difference, and What They're For [Infographic] - MarketingProfs

Machine-Learning and Artificial Intelligence: The Difference, and What They're For [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
Machine-learning and artificial intelligence are still growing technologies, but they aren't passing trends. See how ML and AI can help with sales and marketing for your B2B or B2C company.
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