Clate Mask, CEO and Co-Founder at Keap comments on the future of B2B marketing and how AI will influence the way marketing functions down the line:

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Welcome to this MarTech Series chat, Clate – tell us about yourself and more on what inspired the Keap platform?

Back in the early days, my co-founder and I didn’t set out with some grand vision for the company. It was more about diving into the world of small businesses and seeing where the journey took us. We learned a lot along the way – things you just can’t grasp from textbooks or coffee shop conversations.

Starting a small business is supposed to be this exhilarating adventure, right? The freedom, the control, the excitement – that’s what draws people in. But then reality hits hard. The struggles, the setbacks, the feeling of being buried under tasks and responsibilities. Many businesses never make it past that initial hurdle, and even those that do often emerge battered and bruised, far from the joy and freedom they envisioned.

That’s where Keap comes in. For more than 20 years, we’ve been making it easier for entrepreneurs and their teams to create growth and freedom through automation. We’re not just another software company; we’re driven by a deep-rooted purpose to help small businesses thrive.

Sure, we’ve got more than 200,000 users on our platform today, but for us, it’s not just about the numbers. It’s about the stories behind each of those users – the triumphs, the challenges, the dreams. We’ve seen firsthand the incredible potential of small businesses, and we’re committed to unlocking even more possibilities.

While we may be just scratching the surface of what’s possible, one thing’s for sure: our journey is far from over. And with every step forward, we’re getting closer to our ultimate goal of empowering small businesses everywhere.

We’d love to hear about the top findings and insights from your recent Business Growth trends teport; especially pointers that marketing and sales teams should keep in mind?

The value of marketing is now being recognized across all levels of organizations, and our survey found that businesses are ready to invest even more. Leaders, marketers, and sales pros report they would prioritize investments in marketing and technology before hiring new employees. In fact, more than half of all survey participants report that if they could increase their revenue by 10%, they would spend it on marketing.

This study’s data also revealed several strong relationships between 2024 investment priorities and those who exceeded their growth targets in the last six months. What’s clear is that growth achievers (businesses who exceeded or met their 2023 goals) are far more likely than underperformers (businesses who missed their 2023 targets) to have planned investments in AI, process automation, partnerships, and software.

Businesses that have exceeded their growth targets are 2X more likely to report they already leverage AI compared to those who significantly missed their targets in the last six months They’re 2X more likely than underperformers to use AI in the following ways:

• SEO, landing page creation/ optimization, and creating web copy
• AI chatbots
• Meeting/scheduling assistant
• Sales AI

Growth achievers are also more likely than underperformers to automate processes like analytics and reporting, appointment scheduling, customer communication and onboarding, and employee onboarding.

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How can modern marketers and sales teams use AI more optimally to their advantage: what are the biggest mistakes today’s B2B teams make when trying to be more AI driven?

When it comes to using AI effectively in marketing and sales, there are several key strategies that can make a significant impact. First, it’s crucial for teams to use AI as a tool to refine their understanding of their target audience. By engaging in conversations with AI, teams can gain deeper insights into the needs and preferences of their customers. Marketing and sales teams can then tailor their messaging and offerings accordingly so they’re able to deliver content that resonates.

Integrating AI into existing workflows and systems can also streamline processes and eliminate the need for constant reorientation or retraining. This allows teams to focus their energy on driving results rather than wrestling with the technology itself.

Finally, it’s important for teams to consider the context of each customer or prospect interaction. By leveraging AI to analyze data and provide valuable insights in real-time, teams can deliver timely and relevant information that adds genuine value to the customer experience.

By embracing AI in these ways, marketers and sales teams can unlock new levels of efficiency and effectiveness in their efforts to connect with and serve their target audience.

Also catch: Episode 184 Of The SalesStar Podcast: Al and Its Influence on Marketing: with Adri Gil Miner, CMO of Iterable

Can you talk about some of the common misconceptions around AI as of today?

On one side of the coin, there’s a belief that AI is more advanced than it is and that it will replace humans — especially in roles like marketing and sales. On the other side, some undervalue the role of AI today and underestimate its abilities.

I believe the truth lies somewhere in between these two extremes. AI possesses remarkable capabilities, but it’s not about replacing humans, it’s about enhancing human potential. AI can complement the work of individuals, empowering them to be more effective and impactful in their work. It’s about leveraging AI to streamline processes, gain insights, and deliver more personalized and meaningful experiences to customers.

Rather than viewing AI as a miraculous solution or as a limited tool, it’s essential to adopt a balanced perspective, one that recognizes the potential of AI to collaborate with humans to amplify our voices and drive greater value.

Also catch: Episode 179 Of The SalesStar Podcast: The Impact of Al in Sales and Marketing with Ketan Karkhanis, EVP & GM, Sales Cloud, Salesforce

In what ways do you feel AI advances will further influence how martech and salestech evolves in future?

When considering the future evolution of marketing and sales tech in regards to AI advancements, it’s important to recognize the basic principles of engagement: recency, relevancy and the delivery of accurate and reliable information. These are the cornerstones of successful interactions with prospects and customers.

By using AI, marketers and salespeople can identify and capitalize on opportunities more effectively, understand where individuals are in their buying journey, and deliver personalized messaging at the right time and in the right way. AI’s ability to analyze contextual information will optimize these interactions, making them more relevant and engaging. Once again, AI doesn’t replace our human efforts in these areas, but enhances them, helping to make interactions more powerful and meaningful.

Can you highlight some of the most unique AI powered martech and salestech that has been on your radar (and why)? 

When it comes to AI-powered marketing and sales tech, some fascinating tools have caught my attention. These tools excel at delivering relevant, meaningful and timely information to prospects and customers, whether they’re just beginning to explore options or are ready to make a purchase. They also help to multiply the efforts of sales and marketing teams by streamlining interactions and enhancing engagement.

What’s really intriguing are tools that leverage AI to analyze data not just about the customer, but also about the company and the broader market or industry. By providing context in these areas, AI can understand the full story arc of each prospect or customer. This enables it to determine the right timing, channel and message for communication at every stage of the process.

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