Exploring AI in Marketing Platforms and CRMs

Artificial Intelligence (AI) is rapidly transforming marketing operations, with leading customer relationship management (CRM) and other marketing platforms integrating sophisticated AI capabilities. These aim to assist with key functions such as gauging customer sentiment, training employees, making product recommendations, enriching data and auto-generating targeted campaigns. A recent Gartner survey of over 1,400 executive leaders found a threefold increase in organizations piloting generative AI in the past year, with up to 47% of organizations using AI to help with sales, marketing and customer service, and marketing operations at the top.

As a marketing leader, there are five key areas to focus on in order to capitalise on this disruptive innovation: sentiment, training, proposed products/recommendations, enriched data and auto-creation of campaigns with deeper personalization. AI can understand speech and text, and gauge customer sentiment in real time, providing reports to management to alert them of potentially unhappy customers. It can also be trained to track activities such as calls, emails and texts, and suggest additional services and products to existing customers. Enriched data allows for more accurate information to be populated with just a click of a button, whilst auto-generated campaigns can be created with AI acting as a fully-fledged member of your marketing team.

In order to fully leverage your CRM system’s AI, you will need to ensure your database is complete and accurate, formulate a written AI policy, and lean into your software vendors. Now is the time to explore AI in marketing platforms and CRMs, and to capitalise on this next wave of marketing innovation.

Originally reported by Martech: https://martech.org/5-ways-crms-are-leveraging-ai-to-automate-marketing-today/
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