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B2B marketers’ AI expectations 2018

By Carolanne Mangles 26 Jul, 2018
Essential
Managing marketing technology

Chart of the Day: What do Marketers want from AI?

AI and Machine Learning is not just for the biggest of companies with a large budget - yet many SMEs still think so. There are various ways of adding AI into your business' customer lifecycle, as demonstrated in our infographic below.

RACE-machine-learning-customer-lifecycle

Machine learning can be applied to interact with first-time customers and those that show purchase intent, to repeat customers and re-engage lapsed customers. Yet the majority of B2B marketers asked, expect AI to help them with identifying prospective customers and improving marketing effectiveness in driving revenue.

"B2B marketers surveyed for this latest report were twice as likely to say they’re unclear as to the differences between AI, machine learning, and predictive (37%) as to say they have a strong understanding (19%) of how they differ."

Knowledge of AI is still limited, which means AI application is limited - many businesses are missing opportunities to effectively target customers and nurture them through a customer journey with the help from AI.

B2B-Marketers-Expectations-for-AI

By Carolanne Mangles

Carolanne Mangles is the Digital Marketing Executive for Business Memberships at Smart Insights. She has worked on numerous channels across the full customer lifecycle including, search engine marketing, social media, email engagement sequences, CRO and planned and managed fully integrated campaigns to boost new customer acquisition and current membership retention. She has also spoken on search engine marketing and content marketing at the B2B Expo in London where she gave masterclasses on Transforming Social Media and Transforming Search Marketing. When she’s not in the office you’ll find walking her dog to tire him out so she can enjoy a big glass of red wine. Connect with her on LinkedIn or follow her on Twitter.

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