Artificial Intelligence enables marketers to understand sales cycles better, correlating their strategies and spending to sales results. AI-driven insights are also helping to break down data silos so marketing and sales can collaborate more on deals. Marketing is more analytics and quant-driven than ever before with the best CMOs knowing which metrics and KPIs to track and why they fluctuate.
The bottom line is that machine learning and AI are the technologies CMOs and their teams need to excel today. The best CMOs balance the quant-intensive nature of running marketing with qualitative factors that make a company’s brand and customer experience unique. With greater insight into how prospects make decisions when, where, and how to buy, CMOs are bringing a new level of intensity into driving outcomes. An example of this can be seen from the recent Forbes Insights and Quantcast research, Lessons of 21st-Century Brands Modern Brands & AI Report (17 pp., PDF, free, opt-in). The study found that AI enables marketers to increase sales (52%), increase in customer retention (51%), and succeed at new product launches (49%). AI is making solid contributions to improving lead quality, persona development, segmentation, pricing, and service.
The following ten charts provide insights into how AI is transforming marketing:
Additional data sources on AI’s use in Marketing:
15 examples of artificial intelligence in marketing, eConsultancy, February 28, 2019
4 Positive Effects of AI Use in Email Marketing, Statista, March 1, 2019
4 Ways Artificial Intelligence Can Improve Your Marketing (Plus 10 Provider Suggestions), Forbes, Kate Harrison, January 20, 2019
AI: The Next Generation Of Marketing Driving Competitive Advantage Throughout The Customer Life Cycle, Forrester Consulting. February 2017 (10 pp., PDF, free, no opt-in).
Artificial Intelligence for Marketing (complete book) (361 pp., PDF, free, no opt-in)
Artificial Intelligence Roundup, eMarketer, May 2018 (15 pp., PDF, free, no opt-in)
Digital Intelligence Briefing, Adobe, 2018 (43 pp., PDF, free, no opt-in).
How 28 Brands Are Using AI to Enhance Their Marketing [Infographic], Impact Blog
How AI Is Changing Sales, Harvard Business Review, July 30, 2018
How Top Marketers Use Artificial Intelligence On-Demand Webinar with Vala Afshar, Chief Digital Evangelist, Salesforce and Meghann York, Director, Product Marketing, Salesforce
How To Win Tomorrow’s Car Buyers – Artificial Intelligence in Marketing & Sales, McKinsey Center for Future Mobility, McKinsey & Company. February 2019. (44 pp., PDF, free, no opt-in)
IDC MarketScape: Worldwide Artificial Intelligence in Enterprise Marketing Clouds 2017 Vendor Assessment, (11 pp., PDF, free, no opt-in.)
In-depth: Artificial Intelligence 2019, Statista Digital Market Outlook, February 2019 (client access reqd).
Leading reasons to use artificial intelligence (AI) for marketing personalization according to industry professionals worldwide in 2018, Statista.
Lessons of 21st-Century Brands Modern Brands & AI Report, Forbes Insights and Quantcast Study (17 pp., PDF, free, opt-in),
Powerful pricing: The next frontier in apparel and fashion advanced analytics, McKinsey & Company, December 2018
Share of marketing and agency professionals who are comfortable with AI-enabled technology automated handling of their campaigns in the United States as of June 2018, Statista.
The CMO Survey: Highlights and Insights Report, February 2019. Duke University, Deloitte and American Marketing Association. (71 pp., PDF, free, no opt-in).
Visualizing the uses and potential impact of AI and other analytics, McKinsey Global Institute, April 2018. Interactive page based on Tableau data set can be found here.
What really matters in B2B dynamic pricing, McKinsey & Company, October 2018
Winning tomorrow’s car buyers using artificial intelligence in marketing and sales, McKinsey & Company, February 2019
Worldwide Spending on Artificial Intelligence Systems Will Grow to Nearly $35.8 Billion in 2019, According to New IDC Spending Guide, IDC; March 11, 2019
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