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The AI revolution in sales and marketing


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It's clear to almost everyone in business today that sales and marketing are both undergoing an artificial intelligence (AI) revolution, driven by a need to offer customers the ultimate personalised experience (CX).

This presentation was delivered to the members of the Hertfordshire Chamber of Commerce in October 2017.

In it, I look at the impact on all business functions, and the actions which companies can take today to survive and thrive.

Published in: Leadership & Management
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The AI revolution in sales and marketing

  1. 1. The AI revolution in sales and marketing @katieeking Katie King October 2017
  2. 2. Intro: @katieeking  Managing Director of Zoodikers Consulting. MBA  Director of Transformation – Digital Leadership Associates  Co-founder of AI in FM  TEDx speaker  Chairperson of PRCA’s South East/E.Anglia Group  Regularly called on to commentate on social media for BBC TV and radio  Spoken and moderated at high-profile industry events 2
  3. 3. 3 Smartphones and social channels have fundamentally changed the way we buy, sell, recruit and communicate
  4. 4. 4 We’re living in a world where traditional salespeople could become obsolete if they don’t evolve
  5. 5. There is no longer room for business silos 5
  6. 6. Today’s Social Business 6
  7. 7. Welcome to the 4th Industrial Revolution 7
  8. 8. Definition of AI Artificial intelligence (AI - also known as machine intelligence, MI) is intelligence exhibited by machines, rather than humans. Turing test: machine's ability to exhibit intelligent behaviour equivalent to, or indistinguishable from that of a human
  9. 9. AI is here today 9
  10. 10. Driver-less cars 10
  11. 11. AI in schools 11
  12. 12. A futuristic smart fridge 12 With cameras to track the food inside, it sees that your milk is running low. Because it's connected to your credit card and your preferred online grocery store, it automatically orders new milk based on data it's gathered about your previous shopping habits.
  13. 13. Websites that make themselves 13
  14. 14. Your future health 14
  15. 15. For the Football World Cup in Russia 15
  16. 16. 16 Predictions
  17. 17. Chatbots According to Gartner research, chatbots will account for 85% of all customer service by 2020. 17
  18. 18. AI’s impact on sales and marketing  AI for CRM will be the game changer in the way you do business with your customers.  It will empower your employees with super human skills, they will never forget to act on that promise  They will always impress your customer with pro-actively contacting them with a potential product issue and they will offer you exactly the products and services they were looking for at the right moment in time 18
  19. 19. 19  80% of marketing leaders say AI will revolutionise marketing by 2020  But only… AI’s impact on sales and marketing
  20. 20. 20 Social Business: Our 6 point plan to ensure success: 1. Plan and segment your audience 2. Find the right channel 3. Devise a social media strategy 4. Build profile and differentiate 5. Nurture relationships 6. Encourage them to buy
  21. 21. 21 Marketing segmentation Your audiences Business objectives Marketing objectives Perceptions to create in 3, 6, 9 months Messages to convey INFLUENCE THEM Existing customers Retention and cross selling Increase value Communicate NPDs and wider range Twitter/ LinkedIn PR Blogs Networking Practitioners Secure new partnerships Educate LinkedIn groups Case studies Social media Awards Potential customers Attract new and repeat custom Educate Webinars Newsletters Social media
  22. 22. 22 2. Find the right channel Your audiences What do they read? Which social platforms? Groups on LinkedIn Events Key topics of interest Existing customers Practitioners Potential customers We will work with you to complete our influencer matrix in month one
  23. 23. 23 3. Devise a social strategy We will work with you to complete our influencer matrix in month one Secure coverage in target publication Publish blog to support coverage Use social media to gauge interest of prospects Attend networking events and secure speaker slots to get in front of prospects, discussing topics they are interested in Follow up with an eshot directing prospects to website content and media coverage
  24. 24. 24 4. Build profile and thought leadership o Establish a strong position helping to from/ drive communities o Regularly publish content o Participate on social networks to learn, stay informed and connect with people directly o Build network presence to help gain access to new contacts and opportunities o Look good online when being searched for
  25. 25. 25 5. Nurture relationships
  26. 26. 26 6. Encourage to buy
  27. 27. 27 Step 6 continued: Email marketing o An important tool to capitalise on the leads which will have been warmed up through PR and social media activity o All email marketing should be branded with key messaging in it o Write engaging content which will include clear calls to action that drive clicks
  28. 28. Jobs: + or -? 28 AI will eliminate 1.8M jobs but create 2.3M by 2020, claims Gartner Artificial intelligence will augment workers and become a 'net job creator' by 2020 according to new research.
  29. 29. Deloitte: rewriting the rules of work  Deloitte's latest Human Capital Trends report: many leaders unprepared to deal with the future of work.  Not prepared to manage a digitised workforce.  Just 16% of leaders feel ready to manage a workforce consisting of both people and artificial intelligence (AI).  This is despite the implementation of robotics and AI in many of the businesses surveyed. Of the leaders that responded, 42% said robotics, cognitive and AI technologies were already in operation in their workplaces. 29
  30. 30. How can you prepare?  The right mindset  Clear mid and long term business strategy. Control your own agenda  (Re)training: closing the skills gap. You, your staff, your clients, your family  Talent and culture: what are we in business for?  Hire/attract the right people. Data scientists…  Funding: e.g. Innovate UK or Crowdfunding  Partner  Innovate  Be bold and experiment 30
  31. 31. 31 Elon Musk
  32. 32. 32 Hawking; humans must colonise another planet within 100 years
  33. 33. 33 AI and Ethics
  34. 34. Q&A @katieeking
  35. 35. 35 To debate over lunch: are we on the evolutionary path to becoming cyborgs?
  36. 36. Thank you for your time @katieeking