With less than thirty days to go in the quarter, my mind returns to the business goals we set a few months ago. Some of those OKRs were related to organizational capabilities but the ones that are top of mind relate to pipeline progression and sales. This quarter. Next quarter. You probably have your own metrics that you’re tracking. So what do you do if things aren’t going right?
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It’s time to start thinking about the value of intent based marketing differently. The idea itself isn’t new, but now the data is finally there for people to solve their business problems.
What is your customer experience like if you could walk into a diner feeling under the weather, and are immediately offered chicken soup? Online companies don’t have to lose that personal touch.
Understanding customer behavior is one of the most powerful marketing tools available to professionals. The right data that provides you with a glimpse into their intent will allow you to effectively connect potential customers to the content that is going to help them achieve their goal. So where do you find intent data? It exists in the systems you use today. Behavior-based personalization is a strategy to offer intent-based content recommendation. If you know where to look and you have the ability to mobilize that data you can use it to progress journeys, convert more business and win more often.
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In a recent study, 63% of CEOs agreed that AI will have more impact on their business than the internet. Think about that for a minute. The internet. And yet, 23% said they had no plans to do anything about it. Why? Partially, people tend to overestimate how much data they need to get to a reliable result for utilizing AI.
Artificial intelligence is a huge buzzword across marketing right now, with over 60% of CEOs saying AI will have a larger impact on their businesses than the internet. Let that soak in for a moment. A larger impact than the internet. ‘Cause, y’know, that’s been a non-event over the last couple decades.
The Italians first invented pizza roughly 1,000 years ago. We can only assume the first developer meeting was scheduled for ten minutes later. Otherwise, whatever did they need the pizza for?
Now, seriously, it’s fair of you to ask what in the world pizza has to do with AI and digital strategy. A lot more than you might think. Here’s why.
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Facebook is having a terrible week. After experiencing a barrage of trouble over the last few months, they’ve finally crossed a line Apple won’t tolerate. They made available an app that gave themselves a scary amount of access to your device. It’s opt-in, but Facebook seems aware that it’s invading privacy — and appears to be preying on young people.
This year has started off strong on my end, but we’re also looking ahead towards what’s next. I’ve spent a fair amount of time talking to digital marketing professionals about what’s important to them, sharing some of our product roadmap, and seeing where there’s alignment and where there may be market opportunity.
January is a special month in AI history. Because in both the novel and movie 2001: A Space Odyssey, January 12 is when the HAL 9000 sentient computer — (spoiler alert!) the story’s antagonistic artificial intelligence — goes live. Depending on whether you date HAL to its “birth” in the film, the novel, or when those media originated, HAL is anywhere between 22 years to 51 years old now (For trivia buffs, of which I’m one: The book and film were released in 1968, making HAL’s conception over 50 years ago; if you go by the dates given in the film or the book, respectively, HAL is either 27 or 22 years old). HAL is then placed aboard the Discovery One spacecraft to participate in a journey of, well, discovery to the planet Jupiter.
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Is the dream of the visitor journey dying? How do we make journeys more functional without using data people don’t want us to have?