– Hello, welcome to another episode of B2B marketing with Pam, Yaay! So glad that you are watching this specific episode, I want to talk about something very interesting, right? Artificial intelligence, yeah, thats it, but we cover three categories, one is the definition of AI, and what is machine learning? okay, thats one, and the second one is, I want to talk about, a day with AI, from B2B marketers perspective, and third, is three use cases, that give you some thoughts,.
in terms of how you can apply AI to your jobs, are you ready? lets do this The first one is the definition of AI, if you look at the Wikipedia, the definition of AI is, intelligence exhibited by machine, that sounds great, right? But Wikipedia is not B2B marketer, if we actually write a statement or a definition, we need to actually have a call to action, and also specific product benefits associated with it, so here, I turned the Wikipedia definition into,.
(clicking) A very B2B marketing like definition, well, the artificial intelligence is intelligence exhibited by machines to enable decision making, predict outcomes, or improve efficiency, the next things I want to talk about, is machine learning, so back in about early 2000s, and artificial intelligence take dramatic turn, literally 180 degrees, and the smart computer nerds, I call them scientist, actually was like, hey, you know what, if we want the machine to think and act like humans, why dont we teach them to learn? How do we learn as human?.
We learn by reading, you know, observing and recognizing stuff, right? And these computer scientists like, yeah, we can write some sort of program, general rules, and algorithms, so the computer can learn from themselves, sounds great, right? But how can we help them learn? Well, you know what, we learn by reading, watching tons of stuff, well, for machines, can we feed them huge amount of data, so they can start recognizing patterns or an object,.
and for example, Chihuahuas versus blueberry muffins, seriously, theres such a resemblance between these two, huh, I never realized that, so when you feed them enough pictures about Chihuahuas, from multiple different angles, and the many different Chihuahuas, and you feed enough data about blueberry muffins, and also from different angles, you know what, machine start recognizing them, and they actually can achieve to certain amount of accuracy rate, is that a pretty amazing, if they can start differentiate.
Chihuahuas and blueberry muffins, maybe they can start recognizing our faces, facial recognition, well, if they can tell the differences, between the neon lights and the traffic light, you know what, maybe they can drive a car, autonomous driving, Oh, what if we can teach them, to actually learned the sentiment of a specific words, or the construct of the sentences, maybe they can tell us.
the intent and also the preferences of a specific prospect, all over sudden, the sky is the limit, right? In terms of what artificial intelligence can do for us, yaaay! So with that being said, What I really want to share with you, I created a beautiful slide, to show you a day with AI from B2B marketers perspective, in terms of what you can think about,.
AI can do for B2B marketers First things we can talk about is content creation, as a B2B marketers, what do we do a lot? We create content to explain our products, right? Our products tend to be very complicated, we have to explain them So we can use Google search to find optimal titles, and the Google search actually have AI built into it, whenever we type, Google actually anticipate our, you know, thinking and try to complete the sentence.
on our behalf, thats artificial intelligence at work, right? Once you give you title, we can use AI to create content, Ill show you a specific example later, and then you can use AI to syndicate your content, many social media tools have AI, or machine algorithms built into it, for example, a lot of time they will tell you, in terms of what is the optimal date and the time that you should push out your content,.
guess what? many of that kind of recommendations, actually is AI at work, once you push out your content, you can actually use AI to sword prospect inquiries, before you pass that qualify leads to humans, I want to give you a specific examples of what you can do, and then of course, after that, you can use automatic email to actually follow up with them, and put AI to work, again, you can also use AI for customer support,.
I am not kidding, you know what am talking about, chatbot The next things that we can do, is maybe you can use AI for account based marketing, there is a platform called AYCE, A, L, Y, C, E, and if you go to that platform, and you enter a prospects name, if you want to send an a specific type of gifts, you enter the name, and the AI will crawl the social media profiles of that specific person, and give you a recommendation in terms of why you should give that person as a gift,.
all right, seriously, Im not kidding (laughing) Put AI to work And of course, you can use AI, to help you or the salespeople to determine the sentiment of their prospect, you can record a conversation with your potential customers, and you can ask the AI in terms of hey, what is that persons sentiments? Are they interested in buying or whatnot? The next thing is, you can use AI to do a forecast,.
in terms of hey, what is your projective revenue will look like, and also what is the probability of the deals that you will close, and again, that you need to build some sort of models, and feed the data into the models, and to determine what is the outcome that you want to see, or the outcome that AI will predict,.
the next things I want to share with you, is using AI, you know, I talked about using AI for the Legion and a customer support, and the most common example here, is really chatbots, When you go to a website nowaday, you will see a little chatbots, theyre very happy to see you, and usually in are situated very nicely and comfortably, on the bottom of the right hand corner, here is a chatbot at work for customer support, and its from Upwork,.
I love their chatbot in their support site, and the chatbot is so smart, and when I type something, they will actually anticipate what I type, and that, let me show you, Im right here, I clicked on that chatbot, and you can see and say Im data, okay, sounds good, very happy to meet you, what do you have? Do you have a questions? Do you want to get some answers? You have a count problem, I start typing, how to add milestones, right?.
And when Im typing, they really trying to anticipate my needs, and they start thinking, Oh, you want to add a milestone, great, these are the categories related to milestone, and I click one, which is to add milestones, when I click on that, you can see, that data started adding specific instructions and steps, what I can do to add to my milestone, okay? And they are doing that, giving me a lot of instructions, and can be overwhelming, right?.
So I scroll up to kind of read the specific steps that data provided to me, so Im looking into it, is actually very, very good because I was looking at specific step and I follow directions, and guess what? I did add the milestone successfully, lets assume I am not happy, all right? I say, can I talk to somebody, please can I talk to someone? And the data was smart enough to figure it out,.
that I want to talk to somebody, and gave me three options, I can phone somebody, I can chat with somebody or I can email somebody, this is a great chatbot, which is AI at work beautifully, right? I love this chatbot, I love data, so thats one example, another example I want to share with you is content creation, and the Washington Post actually created a homegrown tool, they call it AI reporter or AI content robot, however you want to call it,.
and the name is called Heliograf, is a homegrown tool, and the editor can actually create narrative, you know, with the keywords, and also with a specific outcome, so if you actually write a narrative with a key words, with a different outcome and the key phrases, and then you hook the Heliograf to a trusted sources, that they can actually store the information.
from different places, so they can identify the relevant data, and the width of key phrases, key words on the template, along with the sources that they will go crawl, boom, they can create a first draft on your behalf, and they did that for the 2016 election, they published over 850 articles that year, and generated over half a million views, of course, they continue to optimize.
their homegrown tool to make it better, I dont have the latest stats in terms of how many articles are generated by Heliograf, but you know, they are definitely put the Heliograf in a good use Another tool I want to share with you, is Narrative Sciences AI Based Natural Language Generation Technology, okay? For this specific platform, they can actually recognize a chart, all right? like this specific chart, is continuous pattern over a period of time,.
if you enter that chart into their platform, and you basically say, okay, this pattern is continuous, boom, they can give you a paragraph, in terms of what that chart is about If you really dont like it, you know, its kinda long and hard to read, and you want to be on bullet points, you can click on the bullet points, boom, well give you a bullet point, its basically using Ais, reading the charts and create a first draft for you, so you can take it from there Its not about replacing your job per say,.
really, its not at this point, maybe in the future, that well see AI marketers or AI salespeople, but at this point, is really to make your job easy, they create something, you take over, you edit it, and you run with it, hopefully that will make your job easier, and then you can do more with less, And now the examples I want to share with you, is using AI sword prospects inquiries, and then qualify them before passed to humans, and at the same time, while doing that,.
you can also use AI to automatically create email as a follow up, so check out this specific video What I wanna show you, is one of my favorite conversations, that our AI sales assistant, Rachel Brooks had with a prospect, I think it really showcases the power and intelligence of our technology Here Rachel follows up with Connie, after stopping by our booth at Dreamforce in 2016, Rachel is smart enough to know, where that lead came from,.
and refers to it in her introduction, then asked if she would like more information, Rachel sole purpose in life, is to vet out the interest level of a prospect, and set up a meeting with a sales rep Rachel sends a follow up email, you will notice that the email has changed, each email that Rachel sends out, will dynamically change, from the subject at the body, and the question she asks, marketers are going to love the fact that they dont have to create thousands of templates for the AI,.
nor are these plug and play templates Now I share the specific examples with you, right? In terms of the content creation, the homegrown tool by the Washington Post, and a very, very nice chatbot examples, for legion and also customer support, the last example I share with you, is basically AI sales systems, that consistently follow up with prospects until that prospect was ready,.
before they pass that to human You know why Im actually help a couple of my clients looking to their workflows, and also the amount tech stack to determine where that they can actually use AI to help them, and Im helping them in terms of doing some research, and also sourcing the tools, and looking into a different options, and also determine if they can actually pull internal team together, that look into the AI initiative, if this is something that is in your interest,.reach out to me as well, love to actually work with you, remember, brainstorming is free, okay? so reach out to me anytime, talk to you soon, bye bye.
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