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WomenTech 2020: Effective Marketing Planning With The Power of AI and Machine Learning

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Every marketing action starts from planning, and yet it has been one of the most neglected steps in campaign management process when it comes to AI adoption.

Marketing planning process is coming down from 60 hours of research to a matter of minutes.
With all that unstructured data out there, we are now able to see organised and clustered research insights, with niche KPI statistics and growth hacking experiments.

All these marketing planning resources are put into a single dashboard, giving back more time for marketers to focus on strategy and creativity, elevating growth hacking adoption, and providing benchmark data for easier KPI planning.

In this session you will learn:
- How to use AI to effectively plan your marketing activities
- How to apply growth hacking into your marketing process
- How to effectively apply secondary data to construct a more precise marketing plan

Published in: Marketing
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WomenTech 2020: Effective Marketing Planning With The Power of AI and Machine Learning

  1. 1. 1 EFFECTIVE MARKETING PLANNING WITH THE POWER OF AI AND MACHINE LEARNING 🚀 MARYNA BURUSHKINA FOUNDER @ GROWTH CHANNEL 11 JUNE 3:10 PM PACIFIC TIME (PT)
  2. 2. HOW CAN WE USE TECHNOLOGY TO MAKE BETTER MARKETING DECISIONS AND GET ACCESS TO CREATIVE INTELLIGENCE THE GOLDEN QUESTION
  3. 3. • ZETABYTES OF MARKETING DATA IS AVAILABLE OUT THERE, BUT IN UNSTRUCTURED FORMAT • 37% OF MARKETERS SEEK EFFICIENCY AND AGILITY IN THEIR MARKETING OPERATIONS • MARTECH SPACE IS OVERPOPULATED, YET THERE ISN’T A COMPREHENSIVE SOLUTION TO SUPPORT MARKETERS IN THEIR PLANNING PROCESSES. THEY STILL USE SPREADSHEETS, PEN AND PAPER • MARKETERS SPEND ON AVERAGE 60 HOURS FOR MARKETING RESEARCH AND PLANNING, COSTING THEM $1000-$10000 • EVERYONE IS TALKING ABOUT GROWTH MARKETING, YET THERE ARE NO TOOLS YET TO ACTUALLY HELP APPLY IT • MOST STARTUP FOUNDERS DON’T KNOW WHERE TO START WHEN IT COMES TO MARKETING THEIR PRODUCT CURRENT PROBLEMS OF THE MARTECH SPACE
  4. 4. AS THE INFLUX OF DATA CONTINUES GROWING UNCONTROLLABLY, THE IMPLEMENTATION OF MACHINE LEARNING IN MARKETING CAMPAIGNS WILL BECOME EVEN MORE RELEVANT WHEN IT COMES TO STRIKING UP ENGAGING CONVERSATIONS WITH CONSUMERS. IT COULD BE SO INTEGRAL THAT SPENDING AS A WHOLE ON COGNITIVE AND ARTIFICIAL INTELLIGENCE SYSTEMS COULD REACH A WHOPPING $77.6 BILLION BY 2022. COMPANIES LIKE BEN & JERRY’S, MAZDA AND SEPHORA HAVE ALREADY RECOGNIZED THE POSITIVE IMPACT THAT MACHINE LEARNING CAN HAVE ON THEIR BRANDS, INCLUDING HIGHER ENGAGEMENT RATES AND INCREASED ROI. OTHER MARKETERS WILL LIKELY SOON BE FOLLOWING THEIR LEAD. Harvard Business Review A PIECE OF WISDOM
  5. 5. TODAY’S MARKETERS ALREADY USE THESE AI TOOLS… Mapping the most effective AI technologies for marketing across the customer lifecycle. By Dave Chaffey . Smart Insights. 31 Jan, 2019
  6. 6. ALLOCATE RESOURCES ONLY TO WHAT HAD BEEN PROVEN TO WORK, THEREBY INCREASING DIGITAL MARKETING ROI. ELIMINATING GUESSWORK, GATHERING AND ANALYSING ENORMOUS VOLUMES OF DATA, AND OPTIMALLY LEVERAGING THE RESULTING INSIGHTS. Harvard Business Review A PIECE OF WISDOM
  7. 7. Source: https://www.quicksprout.com/machine-learning-marketing/
  8. 8. Source: https://medium.com/marketing-innovation-growth-hacking/ai-marketing-trends-to-watch-out-for-in-2020-438abd6f4633
  9. 9. HOW TO APPLY GROWTH HACKING INTO YOUR MARKETING PROCESS HOW TO EFFECTIVELY APPLY SECONDARY DATA TO CONSTRUCT A MORE PRECISE MARKETING PLAN HOW TO USE AI TO EFFECTIVELY PLAN YOUR MARKETING ACTIVITIES
  10. 10. Discover best performing Facebook ads for your niche and instantly replicate them ADVERTSUITE
  11. 11. Discover the impact of marketing channels and allocate your budget towards the best performing ones. INFINI GROW
  12. 12. GROWTH CHANNEL Get personalized marketing plan generated by AI. Edit, collaborate & track progress
  13. 13. HOW TO EFFECTIVELY APPLY SECONDARY DATA TO CONSTRUCT A MORE PRECISE MARKETING PLAN HOW TO APPLY GROWTH HACKING INTO YOUR MARKETING PROCESS HOW TO USE AI TO EFFECTIVELY PLAN YOUR MARKETING ACTIVITIES
  14. 14. 1. TEST 2. OPTIMIZE 3. LEARN 4. REPEAT
  15. 15. AUTOMATED SEARCH OPTIMISATION RankScience — SEO split testing powered by AI. BrightEdge — real-time research, recommendations, and rankings for SEO. Keyword Planner ROI — automatically calculate ROI inside Google Keyword Planner (Chrome browser extension). OTHER TOOLS:
  16. 16. DYNAMIC CONTENT & CONTENT OPTIMIZATION Neuro Flash Tester - test your copy before publishing based on consumer sentiment
  17. 17. DYNAMIC CONTENT & CONTENT OPTIMIZATION Phrasee — AI that specialises in language generation for email marketing, push and Facebook copy through Natural Language Generation system. Segmentify — tracks and targets individual website visitors according to their unique online buying habits. Using this combined data, Segmentify makes personalised product recommendations according to the unique preferences of your customers. Atomic AI — zeroes in on the most important phrases in your content and rewrites them to boost conversions. Hyperise — create personalized images in minutes for all your marketing channels. Abyssale — automated banner ads generation platform. Lemlist — cold outreach email platform with personalized images and videos generation. OTHER TOOLS:
  18. 18. MY RECENT LEARNINGS: MOST FAVOURITE GROWTH HACKING TACTICS Include native CTA's within your blog posts Make users invite 3 friends each, in order to get access for closed beta Landing page CTA for beta: "Get Your Invitation” instead of “Get access” or “Get started” Focus on Benefits vs. Features Use personalized videos in emails Use Sniper Link Technique for email confirmations
  19. 19. RESOURCES FOR INSPIRATION ▸ Growth.Design ▸ Indie Hackers Growth Bites ▸ Growth Tribe Academy ▸ MarketingExamples.com ▸ SaaS Growth Hacks Facebook group ▸ My fav consolidations are posted in LinkedIn community: Growth Hacking Strategies, Techniques, Best Practices and Case Studies
  20. 20. HOW TO EFFECTIVELY APPLY SECONDARY DATA TO CONSTRUCT A MORE PRECISE MARKETING PLAN HOW TO USE AI TO EFFECTIVELY PLAN YOUR MARKETING ACTIVITIES HOW TO APPLY GROWTH HACKING INTO YOUR MARKETING PROCESS
  21. 21. INDUSTRY SEGMENT BUSINESS FOCUS GEOGRAPHY TARGET CUSTOMER ACTUAL CUSTOMER WEB ANALYTICS BUDGET COMPETITION USP … AI GENERATED EXAMPLE HOW GROWTH CHANNEL DOES IT OBJECTIVES
  22. 22. 22 OR MANUAL SEARCH CAN CONSIDER GROWTH LIBRARY Source: https://growthchannel.io/growth-library/ INDUSTRY SEGMENT BUSINESS FOCUS GEOGRAPHY TARGET CUSTOMER ACTUAL CUSTOMER WEB ANALYTICS BUDGET COMPETITION USP … OBJECTIVES INDUSTRY
  23. 23. MARYNA@GROWTHCHANNEL.IO TWITTER: @MARYNASIFE GROWTHCHANNEL.IO THANK YOU 23

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