In a tech landscape inundated with endless new solutions, marketers must ask themselves: am I equipped with the right tools to stay ahead?

Indeed, the incoming wave of generative AI technologies is redefining marketing in the digital age, thanks to their unique ability to enhance personalization and efficiency, drive conversion, and boost retention. These technologies are a pivotal step towards securing a competitive advantage in a crowded market.

But as AI advancements continue to transform the marketing funnel, marketers must be discerning – only adopting tools that best allow them to balance creativity and efficiency to orchestrate effective customer journeys from start to finish.

The Marketing Funnel and Generative AI

The marketing funnel helps marketers bolster brand awareness and then turn it into loyal customer relationships.

It is structured in five distinct phases—Awareness, Consideration, Conversion, Loyalty, and Advocacy.

However, Generative AI tools are transforming this traditional model.

These tools can enhance every step of the funnel and inject a new level of automated precision and personalization into marketing efforts. From generating dynamic, captivating content in the Awareness stage to fostering lasting connections in the Advocacy stage, AI tools can dramatically improve both the efficiency and effectiveness of marketing strategies.

AI Across the Funnel

So, how exactly are GenAI tools revitalizing the marketing funnel? Let’s look more closely at each stage.

Awareness – potential customers become aware of a brand or product.

1. Text Generation: Text-generative AI tools can craft a swath of engaging social media posts, blog entries, and ads to spread awareness across platforms. These tools can also personalize content by analyzing audience data and producing messages that resonate with specific demographics. AI-powered keyword research tools can also identify high-impact search terms meant to optimize content and enhance visibility.
2. Image Generation: Tools like MidJourney V6 can swiftly create stunning visuals, allowing for high-volume production of eye-catching ads, posts, and other promotional content.
3. AI Avatars: These “digital brand ambassadors” provide human-like interactions without the need for a physical touchpoint. AI avatars can engage with potential customers through video content, live chat systems and virtual events, offering personalized experiences based on user preferences. By embodying the brand’s identity, AI avatars can make every customer interaction more memorable, inviting, and personal. And by humanizing an otherwise digital experience, AI avatars also make technology more approachable and relatable to consumers.

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Consideration – potential customers evaluate a brand or product.

1. Video Generation: Videos offer rich, engaging content across platforms, and AI can create them near-instantaneously. Personalized videos tailored to the preferences of potential customers – highlighting features relevant to previous interactions or browsing history –can enhance engagement by addressing viewers’ specific needs. Combining these videos with customized AI avatars can further increase personalization and engagement.
2. Design Generation: AI-driven design tools can quickly produce visual assets like logos, website layouts, and even 3D models, helping brands establish a compelling aesthetic that appeals to prospective customers.
3. Paid Media: AI can optimize paid media campaigns by identifying the best channels and ad formats, ensuring that marketing budgets are spent efficiently and effectively.

Conversion – potential customers make a purchasing decision.

1. Sound Generation: For brands leveraging multimedia content, generative AI can create unique sounds and voice overs for promotional content, enhancing the sensory appeal of marketing materials.
2. Music Generation: Background music for commercials and social media videos can be tailor-made quickly and economically.
3. Product Overviews and Demos: AI can generate realistic product overviews and demo videos, giving potential customers a better sense of the product they are considering, aiding their decision-making process.
4. Sales Collateral: AI-generated sales collateral such as brochures or white papers can be tailored to the specific interests of potential customers, increasing the likelihood of conversion.

Loyalty – retaining existing customers.

1. Email Marketing: AI-powered tools can enhance customer engagement and loyalty by personalizing email campaigns according to customer behavior and preferences.
2. Content: Any type of content can be personalized. For instance, sending personalized video messages or custom-designed emails can make customers feel valued and more likely to engage with the brand repeatedly. AI avatars are instrumental in creating personalized content as they can be programmed to deliver unique messages and engage in interactions that resonate personally with each customer.

Advocacy – satisfied customers become brand advocates.

1. Tailored Content: Personalized experiences such as thank-you videos or exclusive updates can turn loyal customers into advocates who promote the brand to others.
2. Case Studies: AI-generated case studies can highlight customer success stories filled with authentic and compelling narratives that encourage advocacy.

Leaps and Bounds

Generative AI’s vast capabilities represent more than just a technological leap; they offer the means to fundamentally transform marketing.

These tools can bolster every step of the marketing funnel, empowering marketers by alleviating common challenges, embedding personalization into every customer touchpoint, and boosting efficiency across marketing tasks.

By embracing these innovative AI tools, marketing teams can elevate their strategies, stay ahead of evolving customer expectations, and – most importantly – drive impactful business outcomes.

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Episode 203 of The SalesStar Podcast: Sales Trends Dominating 2024 with Andy Kankula, Vice President of Business Development at Sion Power