How AI is transforming sales and marketing as we know it - a review of several real-world examples of how companies are using Ai to bring greater precision, higher conversion and spend optimization to their sales and marketing functions - and generating outsized results

1. HOW AI IS TRANSFORMING SALES
AND MARKETING AS WE KNOW IT
DAVE SUTTON
FOUNDER AND CHAIRMAN

2. Dave Sutton is the author of the new
book: Marketing Interrupted and a
leading authority on Transformational
Marketing – enabling businesses to reach,
connect and engage with customers in a
way that gives them a reason to care, a
reason to buy, a reason to advocate and,
most importantly, a reason to stay.
@TOPRIGHTPARTNER /TOPRIGHT/MARKETINGSCIENTISTS

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We are giving away complimentary
copies of Dave’s book to all of
today’s attendees!
Just send an email to:
dave@toprightpartners.com

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THE DECEPTION OF LINEAR EXPECTATIONS
VERSUS EXPONENTIAL REALIZATION OF VALUE
Disappointment
Expectations
Transformation
Artificial Intelligence
1950’s
Value

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ARTIFICIAL INTELLIGENCE. REAL DISAPPOINTMENT.
Source: Sebastian Schuchmann, “History of the AI Winter”
EXPERT SYSTEMS
PERCEPTRONS NEURAL NETWORKS

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ARTIFICIAL INTELLIGENCE. REAL MONEY?
Deep learning
revolution begins

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$18.5B
ARTIFICIAL INTELLIGENCE. REAL MONEY.
2019
Not just more
money…
…a shift in mindset

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Transformation isn’t
about improving. It’s
about rethinking.
MALCOLM GLADWELL
Transformation isn’t
about improving. It’s
about rethinking.
MALCOLM GLADWELL

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How are businesses successfully
using AI and machine learning
capabilities to transform sales
and marketing?

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• Perceiving patterns and forming opinions about
them
• Exercising judgment where events cannot be
completely defined
• Applying originality in finding alternative
solutions and resolving problems
• Improvising and adopting flexible procedures
• Recalling relevant facts at appropriate moments
• Reacting to unexpected or low probability events
• Continuing to perform when overloaded or
capacity constrained
HUMANS PERFORM BEST
• Monitoring numerous channels in real-time
• Responding very quickly to customer and
market signals
• Performing complex and rapid computation
with high accuracy
• Performing routine, repetitive or very precise
operations
• Storing, structuring and recalling large
amounts of data
• Repeating tasks rapidly, continuously and
precisely the very same way
• Doing many things in parallel and
simultaneously
MACHINES PERFORM BEST

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ARTIFICIAL INTELLIGENCE IS NOW….
COMPLEXITY PREDICTABILITY REPETITIVENESS
Targeting and engaging
customers with greater
precision
Accelerating conversion
from customer insight
to sales lift
Optimizing return on
sales and marketing
investments
PRECISION CONVERSION OPTIMIZATION

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ARTIFICIAL INTELLIGENCE IS NOW….

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• AI generated over 1500 responses
and built data base of target
prospects in 24 hours
• AI developed 3 personas and
suggested messaging for experience
campaigns to each target
• AI-enabled look-alike campaigns
created over 167,000 impressions
on social media
• Email campaign had an open rate
of nearly 60% with a CTR of 4.5%
• New bottle sales lift goals already
achieved in several US cities for
2021
BROCKMANS GIN SUCCESSFULLY LAUNCHES IN US MARKET
THANKS TO PRECISION TARGETING AND CONVERSION WITH AI

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• AI revealed that Facebook ads with
instantaneous product views
generated a conversion rate 8.5X
higher than other ads
• AI discovered that ads with CTA
“Call” were performing 447%
better than ads with “Buy”
• AI found that performance on
Android was 5X better than on iOS
for campaign - autonomously
reallocated budget to focus on
Android
HARLEY-DAVIDSON DEALERSHIP INCREASES SALES
LEADS BY 3000% WITH AI

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• AI discovered that users who
engaged with “Jackets” produced
a 54% higher ROI than users
who engaged with “Jeans.”
• AI determined that users with the
occupation, “Engineer,” engaged
300% more with ads than other
Facebook users.
• AI revealed that the average
purchase value increased by
125% between 7:00-8:00pm
(and automatically increased
keyword bids)
EVISU PINPOINTS AUDIENCES WITH PRECISION AND INCREASES
SALES CONVERSION BY 25%

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“
• AI increased Facebook
campaign conversion rate by
750% in first year of
operation
• AI identified and bought over
6,400 keywords to improve
performance within 24 hours
• AI reduced total acquisition
costs across all channels by
25% in less than one month
REDBALLOON GENERATES 15X RETURN WITH AI

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• AI increased holiday
campaign revenue per email
by 572%
• AI-enabled cross-channel
social media strategy results
in 182% ROI
• AI enabled women’s
performance campaign
generated 124% RPE
increase
• AI helps find new customer
segments (Kids category)
VINEYARD VINES STICHES TOGETHER CAMPAIGN SUCCESS WITH AI

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• AI detects anger, frustration,
and other human emotions
over the phone and online
• AI equipped and trained with
EQ phrases to reduce tension
in heated conversations
• AI learns from previous
customer interactions and
continuously improves
• AI-enabled customer service
can cut IT costs by up to 25
percent
VISA TESTS EMOTIONALLY INTELLIGENT CUSTOMER SERVICE AGENTS

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What does the future hold for
AI in the sales and marketing
department?

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SIX WAVES OF AI Source: Hod Lipson, Columbia University

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1. RULE-BASED AI

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4. CREATIVE MACHINES Source: PIX18.com
23% 62% 91%
O X X
12% O 25%

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2. PREDICTIVE ANALYTICS Source: Amadeus

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3. COGNITIVE COMPUTING

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4. CREATIVE MACHINES Source: PIX18.com

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4. CREATIVE MACHINES Source: PIX18.com

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4. CREATIVE MACHINES Source: PIX18.com

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Source: PIX18.com

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5. PHYSICAL EMBODIMENT Source: Boston Dynamics

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6. SENTIENCE Source: Cornell University, Creative Machines Lab

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6. SENTIENCE

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Because, sometimes the
only way to succeed is to
go a little crazy.
DAVE SUTTON

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Disappointment
Value
Artificial Intelligence
Disappointment
Transformation
Expectations
WE ARE
HERE
2020’s1950’s

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About TopRight
Dave is the founder of TopRight—a transformational
marketing firm that helps companies move to the “top
right” quadrant of their competitive frame and corner
the markets where they choose to compete. TopRight’s
3S Playbook model of the right Story, the right
Strategy, and the right Systems turns sales
transactions into customer experiences that connect
and communicate why you do what you do and what
difference it makes for your customers.
TOPRIGHTPARTNERS.COM

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Stay Connected!
DAVE@TOPRIGHTPARTNERS.COM
DAVE SUTTON
@TOPRIGHTPARTNER /TOPRIGHT/MARKETINGSCIENTISTS
MARKETINGINTERRUPTED.COM