Are your marketing team working hard, investing time, brain power and budget but not seeing the results you want?
If so, you’re not alone.
Many B2B companies find themselves stuck in a cycle of uncertainty, struggling with strategies that underperform and marketing content that fails to engage. It can be incredibly frustrating. The good news is, there’s a way out, and it involves leveraging the power of artificial intelligence. The bad news, you need to retrain your brain, embrace the positives and negatives of AI and bite the bullet!
Marketing Stuck in a Rut?
Why do so many companies get stuck in this rut? Often it’s a combination of factors:
- Strategy without Execution: Having a grand plan is one thing, but if you can’t put it into action, it’s worthless.
- Tactics without Expertise: Throwing tactics at the wall to see what sticks is a waste of resources without the right expertise and understanding of your core business challenges.
- Lack of Clarity: If your prospects aren’t 100% clear why they should choose you, your marketing is going to fall flat.
- Poor Lead Generation: Struggling to get quality leads that actually turn into sales is a major roadblock to growth.
These issues lead to you treading water, or worse fire fighting, which is why “90% of companies remain trapped in this cycle of uncertainty”. The common theme is a lack of clear, executable strategies that resonate with prospects.
How AI Can Break the Cycle
So, how can AI help? It’s not about ‘replacing’ human creativity and expertise, but rather about enhancing it with smart tools. Having a clear, executable strategy and game plan, combined with an “AI stack to drive efficiencies and scale”, will get you out of the rut.
AI can have a bad name for trying to cut corners, or creating quick fix automated content, but some areas where AI can make a real difference include:
- Creating Content that Converts: AI can assist in crafting more engaging content. Given enough sources and clear ‘human’ guidelines and prompts, AI can create rich, relevant and researched content that speaks directly to your prospects. Marketers can’t rely on AI doing all the work and expecting high quality, but when Human and AI combine the expertise of each – it can be a match made in heaven.
- Human – emotional, reactive, creative, innovative, understanding
- AI – efficient, fast, data driven, constant learning, adapting, scalable
- Lead Scoring: Identifying and categorising lead quality can be a challenge, but AI can analyse data, review sentiment, follow rules and prompts guided by Human inputs, to help prioritise potential customers. This ensures that your sales team spends more time on prospects most likely to convert. Equally that marketing optimises and reviews activity engaging the relevant and discouraging the irrelevant users.
- Campaign Optimization: AI can analyse campaign performance in real-time, allowing you to fine-tune your approach and get the best return on your investment. This means not only creating relevant marketing material but also getting it in front of the right people at the right time. However, take note – with the likes of Google Ads enforcing AI strategies and smart bidding, your Human approach needs to be savvy and alert to the potential pitfalls and wastage that comes with automation. AI is only as good as the information it has access to, and the prompts it is given to decipher that information.
It’s important to remember that AI isn’t a magic bullet, it’s a tool. The key is to use it to compliment and assist your activities. By using AI to analyse your market, understand customer pain points, optimise efficiencies, and measure success, you’ll be able to implement solutions that create genuine, long-term growth.
If you’re tired of being stuck in a marketing rut, it might be time to consider how an AI & Human combination can help you and your business break free from the cycle of uncertainty and start seeing real results.