Al and Its Influence on Marketing: with Adri Gil Miner, CMO of Iterable

AI is not just a buzzword, anymore. It’s set to impact marketing, sales and every other function within the typical B2B hierarchy. Adri Gil Miner, CMO of Iterable weighed in on the future of AI in Marketing while leaning towards key best practices that B2B tech marketers should keep in mind when implementing AI tools.

Catch the complete episode to hear Adri’s point of view on – How the next wave of AI is set to transform the modern world.

Key Takeaways from the Podcast:

The Latest Trends in AI and How Leaders See It Impact Marketing

AI is impacting marketing and advertising. It’s important for business leaders to connect the two with the right AI experiences. AI helps drive a wholesome end-user journey by prompting a brand on what to use and when in terms of their campaign, outreach and messaging.

When it comes to some of the latest trends in this niche, what’s getting more attention today is generative AI and how it’s helpful in producing content and visuals at scale. This will have an impact on how business leaders in marketing and advertising need to measure future productivity in these areas primarily because these are functions that weren’t as tech-dominated in the past.

Most CMOs in the B2B tech world talk about what to do with AI generated content. You can probably use an AI powered tool to produce 10X the times of content you used to originally, but leaders need to keep in mind that scaling up content production in a largely crowded digital space without assigned goals will lead to, much more noise!

The key takeaway: It’s about learning how to use these tools to grab the desired attention from the desired audience at the right time.

AI can help brands make the process smarter, scale personalization initiatives. Technology can get brands to the point of scaling up faster. But marketing leaders need to be smart about what they use AI tools for.

Creating content segment wise for instance with scale in mind can allow marketers to do so much more for less.

The other part is how AI can boost speed. Using AI to experiment and create more content is a first step in the process. Machines can help marketers experiment and unlock creativity quickly and it allows them to test out more content, to see what’s working and what isn’t.

The ability to be more agile and iterative is what marketers using AI today are focusing on more, or rather, what they should be focusing on.

Marketers can use AI to effectively create and test out different themes thereby being able to thoughtfully boost productivity if they do it right.

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How Brands use AI to Lift Their Marketing Efforts and Output

Brands today use a combination of AI features to be better at targeting the right people. They may have a big database in place but many of those users are inactive.

Active prospects from a database are engaged but what do you do with those who are disengaged? There are a lot of these type of target recipients in every marketer’s outreach list.

Applying some of today’s newer predictive models to understand who is most likely to respond and also to boost the right frequency of message and the sequence of your message effectively is something AI ca support. This can lead to a greater lift in your marketing output.

The key takeaway: Push your inactive users into an active state: that should be the goal of your AI use.

As an example: another brand looked at AI tools as a way to decrease opt-outs. Using AI to score your database based on their sentiment about a brand can help marketers change and optimize what they can send to their database and reduce their opt-outs. Iterable offers this feature within their technology offering.

Growing your database and keeping your users engaged effectively is crucial to preventing opt outs. Opt outs are after all akin to a lost customer.

People think about AI as something that will revolutionize everything but leaders need to know what they want to use it for, what problems they want AI to fix or help them with.

It then becomes a much more manageable process when you have proof that it works to your advantage and then you can eventually say you have an AI driven marketing team – an aim for most modern marketers today.

Choosing the Right AI for Your Use Case

The secret lies in: Learning more! Have weekly catch ups. Bring up a campaign from another company that your team got inspiration from, especially, those that have an AI element built into it with learnings on how they’ve used it. This can help CMOs help their teams learn together and take the new technology and initiative forward.

Learning through experimentation is key while starting small. Start with a smaller data set for instance.

ChatGPT for instance, in Adri’s experience allowed her to build a logo, get several article drafts ready, create a PPT, in 3 hours on one Sunday; she ended up using AI to do most of this: to build a name, a website, an email and so much more. This was all step 1 as a starting point to launching a brand for her mother, this was an eye opener, in a short period of time it gave her a first view of what it could do for modern businesses.

Teams can use their learnings to modify the process and boost output from it. Take a small problem and start with it to get going and improve on the way. Focus on active learning by experimenting.

Once you have the confidence, you can scale it up.

There is still a lot of fear when it comes to AI. But the truth is, it’s here to help business leaders and marketing teams solve complex problems.

At the core of it all, know what you want it to do and identify what you need to measure to evaluate whether your effort was successful or not.

It’s not the technology that will make you different. It’s how you apply it. Learn to humanize it. Narrow down what you are using AI for.

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Catch the complete Podcast episode with Adri today to uncover more on AI and its impact on Marketing