Page 19 - AeM_January2021

BEST PRACTICES & STRATEGIES

1. Meticulous Persona Definition

It’s essential to get a clear understanding of what
charms your prospects into giving you their undivided
attention. Clear and explicit persona definition can get
you halfway there. AI tracks and observes the external
and internal data on the behavioral patterns of
prospects/customers and produces real-time personas.
This helps marketers create well-defined and elaborate
personas to power through perceptive campaigns.

2. Pertinent Content Creation

Once you’re done with persona definition, you’d surely
know your audience better to determine the kind of
content that would attract them to your website. These
could be blog posts, eBooks, whitepapers, webinars,
podcasts, vlogs, etc. AI makes it easier for you to
identify high-performance keywords as it senses the
kind of content that you’re looking to share and
archives and recycles old content so that you won’t
have to recreate it every time. This kind of smart 4. Effective Data Collection
content becomes easier for the customers to respond
to as well. AI-enhanced marketing automation tools can collect
data from all possible sources. Since it can work with
3. Targeted Lead Generation and around an extensive range of data, the customer
personas that AI defines deliver more specific and
In one of its studies, Marketing Sherpa found out that advantageous results.
73% of leads are not ready to buy when they first give
you their contact details. The one that buys from you is 5. Swift Response Time
a sure-fire customer, but the one that peruses is a
prospect who may buy someday. AI helps you separate Since AI-integrated marketing automation platforms
those customers from the prospects. It identifies the acknowledge queries with hyper-personalized emails
leads that have a higher conversion potential. AI also almost instantaneously, the response time reduces
gives you recommendations for touchpoints that are proportionally. AI does not let you miss out on any
most relevant to the specific customer. It gives these opportunity to interact with your customer because of
recommendations based on the behavioral patterns of the observations of their behavioral pattern, needs,
these leads and not a ‘one-size-fits all’ kind of a preferences, interests, etc.
recommendation. This makes it easier for marketers to
devise a smoother lead nurture path for each lead. AI 6. Elevated Cost-Related Benefits
makes the lead generation process more targeted and
fruitful, with improved lead quality and reduced cost per If you adopt AI in your marketing strategies, you can
lead. bid adieu to over-the-top expensive automation
programming and administration, because AI does not
fail to reduce the cost per lead. Due to the improved
lead quality, you can expect a greater ROI and a better
justified marketing budget.

It’s safe to say that Artificial Intelligence is the genie all
marketers have waited for all along. Don’t shy away
from AI because it’s as mainstream as it gets.
Incorporate AI into your marketing automation software,
and you’d know that it really is the new normal. ◊

By Grazitti Interactive

January 2021: AI & Automation in Marketing 19