Marketing, Technology

How to Scale-Personalize Your Marketing With AI

The nature of marketing has made it absolutely necessary to embark on the survival of the fittest and this can only be done by constantly honing and upping your area of competitive advantage. Fortunately for you, however, Artificial Intelligence (AI) has recently opened the door to scale-personalize without compromise. No two customers are exactly the same, there are differences, concerns, feelings, pain points, and needs that must be addressed individually. But in a world of 7.7 billion people as of February 2019, according to the most recent United Nations estimates, it seems almost impossible to scale-personalize marketing. How do you go about attending to the different needs of these people, when everybody wants to be reckoned with? This is surely a herculean task especially now that customers want to know where, when, and how without being given excuses. Humans have constraints as well as the propensity to be inconsistent, therefore, it becomes difficult to effectively create responses that can appeal to a larger group at the level of the individual. Also, just one interaction that is out of context is enough to make you proffer the wrong response because you didn’t understand what brought about that particular interaction and in…

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Marketing

Launching And Scaling an Effective ABM For Your B2B

You are a B2B (business-to-business) marketer and you’ve not integrated ABM (account-based marketing), then something is definitely wrong and needs fixing right away. In a world where B2B marketers are facing stiff opposition from their competitors, every marketer should utilize the ace from the pack. You are expected to play your best hand and not hide behind a finger. B2B marketing thrives on information gathered about the customer and what better way to utilize the data than account-based marketing. 97% of marketers say ABM approaches have resulted in higher ROIs than other marketing initiatives. Of what use is any data to you if you can’t use the information to target the customer? Focusing attention on a given account allows marketing and sales teams to be more effective in their efforts so that they stop beating about the bush and chasing dead-end leads which consume time and other resources. There is always the “these guys actually know me feeling” about buyers when you send them a personalized message. Any time you hit on their pain points, they appreciate your concern and feel like your company understands them, and that translates to easier sales. With humans spewing out data to the tune…

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Marketing

How to Effectively Improve Your B2B Customer Lifecycle

It’s a surefire approach that marketers who take a long-term view on their relationships with customers achieve greater ROI on their efforts. Why waste resources prospecting for new customers?  You will do yourself a lot of good focusing more on the customer lifecycle marketing as this will keep your existing consumers coming back, again and again. One thing everybody agrees on is that the best part of ABM is that it guarantees message relevancy. The more specific and resonant you can make your B2B (Business to Business) marketing, the more successful it will be. B2B purchase decisions, as compared to those of consumers, are outrightly based more on bottom-line revenue impact. Return on investment (ROI) which an everyday person rarely takes into consideration at least in a monetary sense, is fundamental for corporate decision makers. For this singular reason, your B2B should target specific accounts and work hard on elongating the customer lifecycle instead of trotting the globe prospecting customers. It’s not all about how many customers you have at the end of the day, rather it’s more about what you do to enhance a prolonged customer lifecycle. Studies show that it can cost five times more to attract a…

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Marketing

How Conversational Marketing Drives Qualified Leads

A lot of people in marketing believe it’s all about increasing marketing qualified leads (MQLs) and that anything apart from this should play the second fiddle, they tend to downplay driving conversation qualified leads (CQLs). But what we are seeing with conversational marketing is that driving CQLs and opportunities provide faster routes to revenue. You will be very correct if you say that conversational marketing is account-based, personalized around intent and engagement, contextual, human, and real-time. Where you will hit the brick wall is if you decide to base on the research carried out by Altera Group which found out that 97 percent of marketers said the ABM approach yielded a higher return on investment, to think purely in terms of increasing MQLs. Quite unlike what we used to have in marketing, the revolutionized customer expects answers right now. Unfortunately, most of the tools we have been using in marketing were built for later. You would have to fill out a form so someone can contact you later. Book a time so a sales rep can give you a demo later. File a support ticket so someone can give you help later. According to findings by Drift, B2B marketers will…

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Marketing, Technology

Using Chatbots to Transform The Marketing Landscape

Chatbots are only a small fry in the wake of the evolution that is expected as a result of technological advancements in the marketing landscape and for good. Conversational marketing made the marketing landscape seem to flame, with chatbots, however, it was set on fire.  Marketing has become customer-centric and what better way to harness the goodies inherent in conversational marketing AI than chatbots. From a technological point of view, chatbots only represent the natural evolution of a Question Answering system leveraging Natural Language Processing (NLP). Formulating responses to questions in natural language is one of the most typical Examples of Natural Language Processing applied in various enterprises’ end-use applications. Chatbots tend to streamline interactions between people and services, thereby enhancing customer experience. At the same time, they offer companies new opportunities to improve the customers’ engagement process and operational efficiency by reducing the typical cost of customer service. There are a lot of other areas where you will be able to harness the potentials of chatbots for your brand. You can: Collect information that lets you build a sales pipeline full of qualified leads Offer better customer service and a superior buying experience Address a pain point—which would be…

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Marketing

Customer Engagement: Creatively Delivering Your Product

Customers expect marketing to do more than just sell to them, they expect more than just the product from the brand. This is the basis for customer engagement, for emotional involvement and commitment from the customer. A few years back, all a brand was required to do was to put up a very big ad on a billboard, magazine, or any of the electronic media; telling people how great they are and how better they are than all other brands. The truth is that customers were taken in by these ads and funny enough, life moved on. However, technology and advancement in digital marketing as well as the new channels of communication they have created varied and assorted ways of advertising and reaching across to customers. The potential for customer engagement is being discovered by brands and there is the absolute need to meet customers where they are and have genuine conversations with them. You need to tell them inspirational stories that will lead to their emotional involvement and commitment. You must court their loyalty to enable them to spread the word about your products, buy, and remain loyal to the brand. Most marketing practices are aimed at stimulating and…

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