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Kettering webinar 011221

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

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HOW AI IS TRANSFORMING SALES
AND MARKETING AS WE KNOW IT
DAVE SUTTON
FOUNDER AND CHAIRMAN
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
3
We are giving away complimentary
copies of Dave’s book to all of
today’s attendees!
Just send an email to:
dave@toprightpartners.com
4
THE DECEPTION OF LINEAR EXPECTATIONS
VERSUS EXPONENTIAL REALIZATION OF VALUE
Disappointment
Expectations
Transformation
Artificial Intelligence
1950’s
Value
5
ARTIFICIAL INTELLIGENCE. REAL DISAPPOINTMENT.
Source: Sebastian Schuchmann, “History of the AI Winter”
EXPERT SYSTEMS
PERCEPTRONS NEURAL NETWORKS
6
ARTIFICIAL INTELLIGENCE. REAL MONEY?
Deep learning
revolution begins

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Kettering webinar 011221

  • 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
  • 3. 3 We are giving away complimentary copies of Dave’s book to all of today’s attendees! Just send an email to: dave@toprightpartners.com
  • 4. 4 THE DECEPTION OF LINEAR EXPECTATIONS VERSUS EXPONENTIAL REALIZATION OF VALUE Disappointment Expectations Transformation Artificial Intelligence 1950’s Value
  • 5. 5 ARTIFICIAL INTELLIGENCE. REAL DISAPPOINTMENT. Source: Sebastian Schuchmann, “History of the AI Winter” EXPERT SYSTEMS PERCEPTRONS NEURAL NETWORKS
  • 6. 6 ARTIFICIAL INTELLIGENCE. REAL MONEY? Deep learning revolution begins
  • 7. 7 $18.5B ARTIFICIAL INTELLIGENCE. REAL MONEY. 2019 Not just more money… …a shift in mindset
  • 8. 8 Transformation isn’t about improving. It’s about rethinking. MALCOLM GLADWELL Transformation isn’t about improving. It’s about rethinking. MALCOLM GLADWELL
  • 9. 9 How are businesses successfully using AI and machine learning capabilities to transform sales and marketing?
  • 10. 10 • 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
  • 11. 11 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
  • 13. 13 • 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
  • 14. 14 • 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
  • 15. 15 • 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%
  • 16. 16 “ • 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
  • 17. 17 • 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
  • 18. 18 • 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
  • 19. 19 What does the future hold for AI in the sales and marketing department?
  • 20. 20
  • 21. 21
  • 22. 22 SIX WAVES OF AI Source: Hod Lipson, Columbia University
  • 24. 24 4. CREATIVE MACHINES Source: PIX18.com 23% 62% 91% O X X 12% O 25%
  • 25. 25 2. PREDICTIVE ANALYTICS Source: Amadeus
  • 26. 26
  • 28. 28 4. CREATIVE MACHINES Source: PIX18.com
  • 29. 29 4. CREATIVE MACHINES Source: PIX18.com
  • 30. 30 4. CREATIVE MACHINES Source: PIX18.com
  • 32. 32 5. PHYSICAL EMBODIMENT Source: Boston Dynamics
  • 33. 33
  • 34. 34 6. SENTIENCE Source: Cornell University, Creative Machines Lab
  • 36. 36 Because, sometimes the only way to succeed is to go a little crazy. DAVE SUTTON
  • 38. 38 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
  • 39. 39 Stay Connected! DAVE@TOPRIGHTPARTNERS.COM DAVE SUTTON @TOPRIGHTPARTNER /TOPRIGHT/MARKETINGSCIENTISTS MARKETINGINTERRUPTED.COM