Marketing automation platforms (MAPs) are constantly evolving, and one of the latest enhancements is the integration of AI-powered features. This is driven by the increasing demand for personalization in marketing, with customers and business buyers expecting companies to understand their unique needs and expectations. In fact, according to the Salesforce State of the Connected Customer report, 73% of respondents expect personalized interactions, and businesses are turning to AI-powered MAPs to meet this expectation.
So, what exactly can these AI-powered MAPs do? They can help businesses identify potential customers and automate the process of capturing leads and nurturing them towards a sale. This can be done through various channels such as email, social media, and display ads. These platforms also work closely with customer relationship management (CRM) and customer data platforms (CDP), continuously collecting data to fuel insights and further personalize marketing efforts. With the help of artificial intelligence and machine learning, these platforms can assist with tasks such as segmentation, content creation, and campaign optimization.
One of the key uses for AI in MAPs is customer journey orchestration. This includes recommending the best channels, content, and offers for each individual customer. Some vendors even offer dynamic personalization and segmentation, where the system can predict a contact's likelihood to respond to a certain offer.
To give you a better understanding of the features available in AI-powered MAPs, here are some examples from our new report, Marketing Automation Platforms: A Marketer's Guide:
- Suggesting next-best actions
- Automatic campaign optimization
- Lead and account scoring/prioritization
- Creating email body copy and subject lines
- Creating forms and landing pages
- Creating intelligent campaigns
- Send time and channel optimization
- Understanding the frequency of emails sent to prospects
- Creating predictive reporting models
- Suggesting/generating content personalization
- Generating creative for email campaigns
- Personalizing landing pages on the fly
- Assisting or writing copy for campaigns
- Generating content for emails, SMS, and push notifications
- Personalizing messaging
- Predicting the suitability of individual profiles for campaigns
- Helping discover new unique audiences and prospects
- Creating chatbots to answer customer questions
- Generating conversation summaries
- Providing a chat interface to prepare salespeople for meetings with customers and prospects
- Suggesting customer journey design
- Generating content for automated 1:1 sales emails
It's important to note that not all of these features are available on every platform, so it's crucial to carefully consider your needs and vet vendors before making a decision. Our new report offers more in-depth information and tips on determining if you need an AI-powered MAP, selecting the right vendor, and more.
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Originally reported by Martech: https://martech.org/how-ai-powered-features-are-revolutionizing-marketing-automation-platforms/
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