AI Within Reach: Demystifying Artificial Intelligence & Making It Work For You
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The document discusses the integration and impact of artificial intelligence (AI) in marketing and sales, highlighting current trends, user perceptions, and potential applications. It illustrates a growing interest in AI-powered tools among marketers, with significant expectations for their benefits, yet adoption remains limited. Key use cases are identified, including audience targeting, personalization, and sales outreach, emphasizing AI's role in enhancing marketing effectiveness.
AI Within Reach: Demystifying Artificial Intelligence & Making It Work For You
- 1. AI WITHIN REACH: DEMYSTIFYING ARTIFICIAL INTELLIGENCE Lisa Ames, VP, Demand Gen Demandbase FEBRUARY 20, 2018
- 2. © 2018 DEMANDBASE SLIDE 2 HEY, SIRI
- 3. © 2018 DEMANDBASE SLIDE 3 SELF-DRIVING CARS
- 4. © 2018 DEMANDBASE SLIDE 4 CHATBOTS ON BUSINESS WEBSITES
- 5. © 2018 DEMANDBASE SLIDE 5 SALESFORCE EINSTEIN
- 6. © 2018 DEMANDBASE SLIDE 6 WHAT DO MARKETERS THINK?
- 7. © 2018 DEMANDBASE SLIDE 7 HIGH INTEREST IN ARTIFICIAL INTELLIGENCE… Current Awareness of AI-Powered Applications? 5% 33% Not sure what AI is Have some knowledge of AI, but still have a lot of questions 26% 22% Confident AI can help make my marketing/sales more powerful, but unsure how/where to invest Very interested in AI and how vendors are making my marketing more powerful by enhancing current apps 14% We are prioritizing using AI-powered applications as a potential competitive differentiator Source: Demand Gen Report survey, October 2017
- 8. © 2018 DEMANDBASE SLIDE 8 HIGH HOPES FOR AI-POWERED APPLICATIONS Expected Impact of AI-Powered Apps & Machine Learning? 27% 40% 24% 9% Transformative Hugely beneficial Moderate 4th Qtr Source: Demand Gen Report survey, October 2017
- 9. © 2018 DEMANDBASE SLIDE 9 BUT ADOPTION STILL GROWING Currently Using AI-Powered Applications? 19% 37% 44% Currently using planning to deploy in next 12 months No plans to use at this point Source: Demand Gen Report survey, October 2017
- 10. © 2018 DEMANDBASE SLIDE 10 AI HELPS US UNCOVER INTENT Initial Research Social Network Social Media First Website Visit Competitive Site Visits Form Fill / Hand Raise Buying Committee Research Pipeline Customer Advocate Competitive Intent Upsell / cross-sell TIME INTEREST
- 11. © 2018 DEMANDBASE SLIDE 11 THREE USE CASES, TOTALLY WITHIN REACH 1 AI-BASED AUDIENCES TARGET BETTER 2 AI-BASED PERSONALIZATION ENGAGE MORE 3 AI-BASED SALES OUTREACH CONVERT FASTER
- 12. © 2018 DEMANDBASE SLIDE 12 AI-BASED AUDIENCES ACCOUNT PRIORITIZATIONPROFILE CREATION
- 13. © 2018 DEMANDBASE SLIDE 13 AI-BASED AUDIENCES Over predictive solution 157% PIPELINE CONVERSION Over look-alike list 300%
- 14. © 2018 DEMANDBASE SLIDE 14 AI-BASED PERSONALIZATION
- 15. #ImpactOfAI
- 16. #ImpactOfAI
- 17. © 2018 DEMANDBASE SLIDE 17 CUSTOMER RESULTS 499% Conversions 66% Exit Rate 212% Pages/Session
- 18. © 2018 DEMANDBASE SLIDE 18 MARKETING AND SALES ROLES ARE CHANGING OLD MODEL MQL CLOSE IDENTIFY MARKETING SALES MARKETING SALES CLOSE NEW MODEL IDENTIFY
- 19. #ImpactOfAI AI-BASED SALES OUTREACH The insights that Sales wants… ü Real-time intent ü Website engagement ü Account news ü Contact talking points
- 20. © 2018 DEMANDBASE SLIDE 20 THE INSIGHTS SALES WANTS… Web Engagement Hot Contact + Talking Points Real Time Intent
- 21. © 2018 DEMANDBASE SLIDE 21 DELIVERED WHERE SALES WANTS THEM ACTIONABLE SALES INSIGHTS Slack All Insights, Lightning ready All Insights, Flexible scheduling Web Engagement Insights in real time Email Salesforce CRM
- 22. © 2018 DEMANDBASE SLIDE 22 DO YOU NEED A DATA SCIENTIST? DATA SCIENTIST B2B MARKETER