How A.i. will dominate sales and marketing.

1. How A.I. will dominate
sales & marketing.
A.I. MAKES YOUR
BUSINESS MORE
HUMAN

2. KEY TAKEAWAYS
● A.I. is enhancement, not replacement
● It enables us to do things beyond human capability
● A.I. is the future of all sales & marketing

3. OUR JOURNEY
● The A.I. mindset
● What is A.I.?
● What will A.I. dominate?
● Why will it dominate?
● Why sales & marketing?
● Examples

4. THE A.I. MINDSET

5. We’re going to talk about how to think about A.I.
Because it will give you greater clarity around
how and why A.I. will dominate.
WRAPPING YOUR HEAD AROUND
IT

6. WHAT IS A.I.?

7. A.I. IS PRODUCED BY SOFTWARE
And software extends our
brain’s natural abilities.
Remember, ‘Computer’
used to be a job role
before the
microprocessor
automated it.
imdb.com/title/tt4846340

8. “The science of making machines do those things
that would be considered intelligent
if they were done by people.”
~ Marvin Minsky, ‘Father of Artificial Intelligence’
A.I. IS A SUBJECTIVE RESULT

9. We don’t have a clear definition of what officially
constitutes A.I.
Because our only point of reference is biological
intelligence, which we don’t understand.
“SUBJECTIVE”

10. Just as our biological intelligence is the result of the
“software” running in our brains, A.I. is the effect
produced by smarter software (written through
machine learning).
“RESULT”

11. WHAT IS MACHINE LEARNING?
Data System Output
Model
Question Answer
Life experience
Emotions
Mindset
Training data
Algorithm
Perspective
It’s a type of
computer
‘programming’
that works
similar to how
we learn.

12. A many-layered Artificial Neural Network (~self-learning)
WHAT IS DEEP LEARNING?
“deep”
cs231n.github.io/neural-networks-1
“shallow”
A neural
network is a
form of
machine
learning.

13. WHAT WILL A.I. TAKE OVER?

14. IN A WORD...
Everything.

15. CONTINUING TO AUTOMATE OUR
WORLD
In the 20th
century we automated work,
In the 21st
century we are automating intelligence.

16. WHY WILL A.I. DOMINATE?

17. WE LOVE SOFTWARE
Software automates our world.
It simplifies and accelerates everything it touches.

18. Can you name any part of your life today that isn’t
already impacted by software?

19. A.I. IS JUST SMARTER SOFTWARE
Software already runs everything,
and A.I. will simply creep into all of that software.
Just imagine everything you already use,
getting smarter and smarter.
That’s the breadth of A.I.’s reach...everything.

20. WHY SALES & MARKETING
...ESPECIALLY?

21. BECAUSE...
A.I. makes your business more human.

22. AND WHAT MAKES US HUMAN?
Empathy.
The ability to understand and
share the feelings of another.

23. boagworld.com/usability/adapting-empathy-maps-for-ux-design

24. It’s all about building relationships.

25. “The goal of a company is to have customer service
that is not just the best but legendary.”
~Sam Walton
Founder, Walmart

26. RELATIONSHIP BUILDING 101
Listen to what they say,
Become an expert in who they are, and
Find ways to make their life better.

27. How does A.I. fit in?

28. IT’S A QUESTION OF SCALE
Building deep meaningful relationships
takes a lot of work.
As human beings, we can only build great
relationships with a handful of people.
But A.I. can amplify that effort so you can build great
relationships with millions.

29. Software extends our brain’s natural abilities.
And A.I. is just smarter software.
REMEMBER...

30. FOR EXAMPLE...
Pick one of your customers.
Read every piece of content they’ve ever put out — every blog
post, tweet, facebook update, Instagram image, etc.
How well would you know them? Pretty darn well!
You understand them and can share their feelings.
That’s empathy.
And how well do you think you could market to them now?

31. A.I. is an amplifier.
It allows you build empathy at a scale and depth that is
simply beyond human capabilities.
● Model the habits, likes, dislikes and values of your
customers, then
● Predict the behavior of those customers and
personalize their content accordingly
NOW SCALE THAT UP

32. IN EFFECT...
Computers can dig deeper and personalize at a scale
larger than humans are capable of.
This allows A.I.-powered brands to develop deeper
relationships — with more customers — than
previously possible.

33. AND...
Where do businesses typically spend the most
money?
Getting and keeping customers — at scale.
A.I. is the future of sales and marketing.

34. IN ADDITION...
Today’s customer expect better experiences...
● Everything on their schedule, not yours
● Easy to find information they need
● Real-time communication
● 24/7 access
● Personalization at every step

35. IT’S A PERFECT FIT
● Be responsive: A.I. is always on the lookout
● Offer self-service: A.I. can answer any question*
● Be speedy: A.I. responds instantly
● Be accessible: A.I. is always available, 24/7
● Be personal: A.I. never forgets a name
* - Any question you train it to answer

36. EXAMPLES

37. THE ENTIRE CUSTOMER
LIFECYCLE
smartinsights.com/managing-digital-marketing/managing-marketing-technology/opportunities-
using-artificial-intelligence-sales-cycle

38. AD TARGETING
Every modern ad platform already self-optimizes
using machine learning.
They will only get smarter over time.
gigaom.com/2017/02/27/predicting-marketing-campaign-response-using-amazon-machine-learnin
g

39. PERSONAL ASSISTANTS
The new ‘app’ platform.
Google Home Amazon Echo Facebook Messenger Apple Siri
Even Alibaba is
jumping on the
bandwagon
kiamedia.com/us/en/media/pressreleases/11894/kia-motors-america-launches-bot-for-messe
nger-to-introduce-consumers-to-the-all-new-niro-hybrid-util

40. SPEECH RECOGNITION
Voice commerce is
here.
youtu.be/mCjvV3iFsuw?t=5s

41. BOTS & MESSENGERS
● Autoresponder 2.0
manychat.com

42. CONTENT GENERATION
● Written
● Video
● Music
You name it!
youtu.be/rAbhypxs1qQ?t=5s
automatedinsights.com/case-studies/associate
d-press
google.com/search?rls=en&tbm=nws&q=%22Th
is+story+was+generated+by+Automated+Insig
hts%22&cad=h
narrativescience.com/Solutions/By-Business-N
eed/Customer-Engagement

43. CONVERSATIONAL U.I.
Sorry websites....
Conversation will
replace a large chunk
of what we use
websites for today.
youtu.be/eBo5Xa61FAo?t=1m8s

44. CUSTOMER SEGMENTATION
salesforce.com/products/einstein/features/#marketing-scroll-tab

45. IMAGE RECOGNITION
popularmechanics.com/technology/a18636/facewatch-facial-recognition-identify-criminals
Analyze how
people react to
your product.
Or dynamically
adjust a system
based on
people’s
emotion.

46. PRODUCT PRICING
cio.com/article/3070384/analytics/starwood-taps-machine-learning-to-dynamically-price-hotel-rooms.html
customerforlife.com/blog/salesforce/2012/09/05/dynamic-pricing

47. RECOMMENDATIONS
gigaom.com/2017/02/08/building-a-recommendation-engine-using-microsoft-azure
Behavior
Prediction
Interest
Tracking
Pages & content they’ve visited
Emails they’ve opened/clicked
Resources they’ve used/downloaded
Products they’ve viewed/wishlisted/bought
Searches they’ve made
Blog
Store
Find patterns Determine what they want to
see/do/buy next (and when)
Days/time they’re active App
Search
Devices they’ve used (& geo location)
Email
Social
• Recommended posts
• Recommended products
• Delivery day/time
• Dynamic content
• Related posts
• Sales offers
• Related products
• Cross/up sell
• Dynamic pricing
• Dynamic content
• Sales offers
• Functionality
• Query suggestions
• Results ranking
• Sales offers
• Content curation
• Delivery day/time
• Retweet/reshare
Tribe
• Recommended topics
• Topic curation
• Member introductions
Your
customer
A.I.

48. SALES FORECASTING
Focus your time
and effort on
opportunities with
the greatest
chance of closing.
gigaom.com/2017/05/22/how-to-predict-when-youre-going-to-lose-a-subscriber

49. SOCIAL SEMANTICS
social-customer-care.mybluemix.net
personality-insights-livedemo.mybluemix.net

50. WEBSITE DESIGN
Awesome!
youtu.be/uqD5rzQT85c?t=33s
thegrid.io

51. CLOSING

52. KEY TAKEAWAYS
● A.I. is enhancement, not replacement
● It enables us to do things beyond human capability
● A.I. is the future of all sales & marketing

53. QUESTIONS OR COMMENTS?
Chris Mohritz / chris@mohritz.co
Slides: 10x.to/vegas-ai

54. UNLEASH YOUR BUSINESS
EMBRACE EXPONENTIAL
10xnation.com