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Revolutionizing Marketing - Harnessing the Power of AI - Michael Letschin, Brevo

In today’s dynamic business landscape, AI has emerged as a game-changing force, offering marketers unparalleled opportunities to enhance customer engagement, optimize campaigns, and drive meaningful growth. Join us as Isabelle uncovers the true value of AI in marketing and the key factors for successful AI adoption. Move beyond the buzz to discover smarter content creation, advanced segmentation, and automation. Key Takeaways: 1. Learn about micro segmentation. AI can help and be a multiplier effect in world where micro-segmentation and hyper-personalization will become the norm.2. How to use Generative AI: Crafting tailor-made content for each user segment, ensuring the message feels authentic and natural.3. Understanding the customer journey, analyzing touch points to predict behavior in a multidimensional world.

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KEYNOTE
Michael Letschin
VICE PRESIDENT PRODUCT AND
SOLUTIONS MARKETING
BREVO
Revolutionizing
Marketing - Harnessing
the Power of AI
DALLAS, TX ~ NOVEMBER 2 - 3, 2023
DIGIMARCONTEXAS.COM | #DigiMarConTexas
Revolutionizing Marketing
Harnessing the Power of AI
Michael Letschin
VP, Product and Solutions Marketing
3 Copyright Brevo • All Rights Reserved • Confidential
About Brevo
4 Copyright Brevo • All Rights Reserved • Confidential
5
Copyright Brevo • All Rights Reserved • Confidential
The most approachable CRM that goes every
business a chance to fulfill its potential.
500k
Customers
$100M
ARR
6 Copyright Brevo • All Rights Reserved • Confidential
Products to fuel your growth
Marketing
Platform
Conversations Sales Platform
● Email
● SMS
● WhatsApp
● Live chat
● Chatbot
● Universal inbox
● Sales pipelines
● Meetings
● Phone
● Automation
Transactional API
● Email API
● CMS integration
Brevo Plus
● Master and sub-
accounts solution
● Customized and
centralized
dashboards
● Mobile wallet

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Revolutionizing Marketing - Harnessing the Power of AI - Michael Letschin, Brevo

  • 1. KEYNOTE Michael Letschin VICE PRESIDENT PRODUCT AND SOLUTIONS MARKETING BREVO Revolutionizing Marketing - Harnessing the Power of AI DALLAS, TX ~ NOVEMBER 2 - 3, 2023 DIGIMARCONTEXAS.COM | #DigiMarConTexas
  • 3. Michael Letschin VP, Product and Solutions Marketing 3 Copyright Brevo • All Rights Reserved • Confidential
  • 4. About Brevo 4 Copyright Brevo • All Rights Reserved • Confidential
  • 5. 5 Copyright Brevo • All Rights Reserved • Confidential The most approachable CRM that goes every business a chance to fulfill its potential. 500k Customers $100M ARR
  • 6. 6 Copyright Brevo • All Rights Reserved • Confidential Products to fuel your growth Marketing Platform Conversations Sales Platform ● Email ● SMS ● WhatsApp ● Live chat ● Chatbot ● Universal inbox ● Sales pipelines ● Meetings ● Phone ● Automation Transactional API ● Email API ● CMS integration Brevo Plus ● Master and sub- accounts solution ● Customized and centralized dashboards ● Mobile wallet
  • 7. 7 Copyright Brevo • All Rights Reserved • Confidential Agenda 01 The Evolving Marketing Landscape 02 How AI is Changing Marketing 03 Marketing Use Cases 04 Preparing for the Future 05 Q&A
  • 8. 8 Copyright Brevo • All Rights Reserved • Confidential Between Feb 2022 and June 2023, web searches related to AI increased by 900%*. *Source: The Brains, Google Trends - Feb-June 2013
  • 9. The Evolving Marketing Landscape 9 Copyright Brevo • All Rights Reserved • Confidential 01
  • 10. 10 Copyright Brevo • All Rights Reserved • Confidential The Martech Solution Landscape More than 11,000 apps in 2023* AI powered ● Chatbots ● Inbound call ● Marketing campaign automation ● Marketing mix analysis ● Online merchandising ● Pricing ● Recommendations ● Web analytics Copyright Brevo • All Rights Reserved • Confidential *Source : Chiefmartec, 2023
  • 11. 11 Copyright Brevo • All Rights Reserved • Confidential How AI is Changing Marketing 02
  • 12. 12 ● Artificial intelligence (AI) makes it possible for machines to learn from experience, adjust to new inputs and perform human-like tasks.1 ● AI stands for "Artificial Intelligence." It refers to the simulation of human intelligence in computers and other machines. AI systems are designed to perform tasks that typically require human intelligence, such as learning, reasoning, problem-solving, understanding natural language, and recognizing patterns.2 What is AI ? 1 Source : SAS - Oct 2023 2 Souce: Chat GPT - October 2023
  • 13. 13 AI vs Automation in Marketing Artificial Intelligence Automation Logic Based on large data set and evolving in real time with new data Not needed, based on predefined rules Timeline Forecast, Predictions Repeatable Focus Creation Productivity
  • 14. 14 Traditional AI: A Brief Overview Analyze large data set to identify patterns and follow rules ● Chatbot, Siri, Alexa etc. Generative AI: The Next Frontier Ability to create outputs in different format: text, images, music, computer code, etc. ● GPT-4 - Natural language ● Dall.E 2 - Image Traditional & Generative AI
  • 15. 15 Copyright Brevo • All Rights Reserved • Confidential More than 60% of marketers have used AI in their marketing activities*. *Source : Influencer Marketinghub - 2023
  • 16. 16 Generative AI is Adopted at an Unprecedented Speed Large quantities of data and new algorithms to train adaptive models opened up new opportunities for AI. Copyright Brevo • All Rights Reserved • Confidential Source : Demand Sage, Sept 2023
  • 17. 17 The Generative AI Market Map Copyright Brevo • All Rights Reserved • Confidential Source: Sequoia, Sep 2023 Reflects the market's evolution from technology hammer to actual use cases and value, and the increasingly multimodal nature of applications.
  • 18. Marketing Use Cases 18 Copyright Brevo • All Rights Reserved • Confidential 03
  • 19. 19 Copyright Brevo • All Rights Reserved • Confidential Marketing Use Case for AI MICRO SEGMENTATION CONTENT CREATION CUSTOMER JOURNEY Copyright Brevo • All Rights Reserved • Confidential
  • 20. 20 Copyright Brevo • All Rights Reserved • Confidential Copyright Brevo • All Rights Reserved • Confidential ● 71 % of consumers expect companies to deliver personalized interactions. ● 76% of consumers get frustrated when personalized interactions doesn’t happen. Micro Segmentation Source: Mckinsey, May 2023 Customer Acquisition Cost Marketing ROI 50% 10 to 30% Revenue 5 to 15%
  • 21. 21 Copyright Brevo • All Rights Reserved • Confidential Copyright Brevo • All Rights Reserved • Confidential ● 52% of business leaders are currently using AI content generation tools as part of their content marketing strategy, while 64.7% will have tried it by the end of 20231. ● 43% of marketers agree that AI speeds up the content creation process2. Content creation 1 Source: SiegeMedia, Mar 2023 2 Source: BusinessDIT, May 2023
  • 23. 23 AI email body text demo - Coming up soon AI text generation & improvements ● Headlines ● Paragraph ● Button Text
  • 24. 24 Touch Point Touch Point Touch Point Touch Point Touch Point Touch Point Touch Point Touch Point Touch Point Touch Point CONSIDERATION AWARENESS ADOPTION ACQUISITION LOYALTY Customer Journey Copyright Brevo • All Rights Reserved • Confidential
  • 25. 25 Customer Journey with AI Copyright Brevo • All Rights Reserved • Confidential AI Marketing Reach Customer Interactions and Value Over Time Time Act Convert Engage Machine Learning Propensity Model AI Application 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 1. Machine Learning 2. Programmatic media bidding 3. AI generated content 4. Voice search 5. Propensity modeling 6. Ad targeting 7. Predictive analytics 8. Lead scoring 9. Dynamic pricing 10. Re-targeting 11. Web and App personalization 12. Chat Bots 13. Predictive customer service 14. Marketing Automation 15. 1:1 Dynamic content emails Demand generation and purchase intent 1st Purchase Indecisive customer Repeat customer Loyal customer Lapsed customer
  • 26. 26 Send at best time - email Copyright Brevo • All Rights Reserved • Confidential
  • 27. 27 Send at best time - Automation
  • 28. 28 Copyright Brevo • All Rights Reserved • Confidential Preparing for the Future 04
  • 29. 29 Business Data Relevance Data Quality and Quantity Ready to Use – Standalone – Productivity Customizable App with Integrations Built in House – Predictive – Differentiator ● AI is based on past data; innovation is forward looking. ● A long-term commitment with ongoing data feeding is needed to maintain the performance of the model. Choosing the Right AI Level of Commitment Copyright Brevo • All Rights Reserved • Confidential
  • 30. Key takeaways 30 Copyright Brevo • All Rights Reserved • Confidential
  • 31. 31 Key takeaways AI PROFICIENT STAFF RELEVANT AND PROPRIETARY DATA STRATEGIC USE OF AI Copyright Brevo • All Rights Reserved • Confidential
  • 32. 32 AI-Powered Marketing for Black Friday Success Get started with Brevo! Copyright Brevo • All Rights Reserved • Confidential
  • 34. Thank you! 34 Michael Letschin VP, PMM & SMM LinkedIn Copyright Brevo • All Rights Reserved • Confidential