AI has been a growing industry and topic of conversation for the past decade. One of the most impactful areas in which AI can be used is with your marketing efforts. Artificial intelligence gives you the ability to process vast amounts of data and use that data to create insights to better understand your audience, and ultimately engage with that audience in a more personal way. AI will collect data, learn customer behaviors, and analyze this information to help you with your marketing strategy.
How can marketers use AI?
1. Content Personalization
AI can analyze customer behavior and preferences to create customized content. For example, you could change the customer’s experience depending on their online behavior or whether or not they’ve filled out a form for your company. You can then align your campaigns with customers who are most likely to buy your product or offer. Salesforce Data Cloud enables you to combine data from many sources and harmonize that data into one 360-degree view of an individual. From there, you can use Marketing Cloud or Marketing Cloud Account Engagement to customize your communication based on those data points.
An example for using this technology is including product recommendations in an email based on purchase history, instead of showing the same products for all subscribers in an email.
2. Content Generation
AI can also be used to help generate content. It can help develop captions, social media posts, email subject lines, and even blog copy. Many marketers use generative AI to recommend content and generate portions of an article. They then fact-check, edit, and adjust to make it sound more human. This can be risky business, as many marketers have found that not all AI generated content can be trusted. Salesforce is taking this technology to the next level. Marketing GPT uses data from Salesforce Data Cloud and the Einstein GPT generative AI assistant to allow users to use natural language with Marketing Cloud to generate content. For example, Marketing Cloud users will be able to put in natural language prompts to query the Data Cloud profiles and identify new audience segments to target. They could also ask Einstein GPT to write or modify personalized emails.
3. Lead Scoring and Segmentation
AI can analyze leads based on predetermined criteria and assign scores to them, helping you prioritize and focus on leads that are more likely to convert. With Marketing Cloud Account Engagement, you can utilize Lead Scoring and Lead Grading and then use predictive analytics to determine which Leads are more likely to convert. Marketers can use various actions to contribute to a lead’s score, including the number of pages visited and searches performed on your site, whether or not prospects downloaded any resources from your site, and if they got to your site via an email click-through.
These and other factors make up a lead scoring model. Similar to a lead scoring process, various criteria are used to set up a lead grading system, including a lead’s location, industry, job title, and company size. Lead scoring and lead grading are very effective when used in tandem to make sure that only the most qualified leads get passed from marketing to sales. From there, the sales team starts with leads that have already been nurtured and determined to be better qualified.
4. Data Analytics
Data analytics is one of the primary uses for AI in marketing. Analytics help you anticipate customer actions and trends, such as consumer engagement metrics, donations, time-on-page, email opens, and more. This will help you save time when strategizing and developing marketing assets for your campaigns. Marketing Cloud Intelligence uses artificial intelligence to organize data and create meaningful patterns. When integrated with Data Cloud, marketers can gather data from many different silos and bring that data together which can be analyzed and translated into usable business strategy. Ultimately, you can not only ensure that the right message reaches the right audience at the right time, you can analyze trends that will influence future marketing spend.
Automated email marketing has also been around for years. But AI can help produce more engaging email content and help you refine what you know about your constituents. For example, you can automate tasks such as sending emails, scheduling social media posts, and managing ad placements. This not only saves time but ensures consistent interactions with your audience. Data Cloud combines existing transactional databases, like Salesforce Sales Cloud, with behavioral data from customers. It also enables companies to process and consolidate vast amounts of data from third-party sources to create a unified customer profile. With these unified profiles, Salesforce can leverage AI and automation to personalize every interaction, whether the customer is browsing the website or opening an email.
In marketing, Artificial Intelligence is not just a trend, it's a game-changer. Using the power of AI, organizations can create a more personalized experience and connect with their audience in a customized, personal way. Now is the time to explore AI for marketing.
About The Author
Maria is a highly accomplished Salesforce expert with over a decade of experience in the Salesforce consulting world. Now a Consultant at Prolocity, her profound understanding of Marketing Cloud, combined with an extensive collection of 10 certifications, including Salesforce Administrator, App Builder, and Pardot Consultant, make her a tremendous asset.