If your business struggles to stand out in a competitive market, a potent value proposition is your ace in the hole. The value proposition is a statement that defines why potential customers should choose your offerings over others in the market. It’s not just a catchy phrase; it’s the foundation of your business strategy, clarifying the unique benefits your product or service brings. In this article, we’ll delve into the essential elements of a compelling value proposition and guide you on creating one that showcases the distinctive advantages of your enterprise. Let’s transform your business with a top-tier value proposition! Key Takeaways Craft a compelling value proposition: Recognise the key elements that attract customers and give you a competitive edge. Identify your target audience: Analyse your competitors, define unique selling points, and communicate your value proposition effectively. Regularly test and refine: Ensure your value proposition remains relevant in the market. Understanding the Importance of a Value Proposition A well-crafted value proposition is the cornerstone of business success. It defines the benefits customers can expect when they choose your products or services, and it highlights what sets you apart from competitors. An effective value proposition is a powerful tool, providing potential customers with an incentive to choose you over alternatives, giving you a compelling competitive advantage in marketing. When crafting your value proposition, focus on identifying the problems your product or service solves and the advantages it offers over others. This consideration extends to your existing target audience and potential future customers. Tailoring your value proposition around these unique benefits makes creating a compelling statement much easier and yields desirable results. This, in turn, attracts more customers to your offerings, ultimately increasing your business’s revenue. Key Components of a Great Value Proposition A successful value proposition incorporates key elements to be effective. These elements include clarity, simplicity, specificity, relevance to customer needs, uniqueness compared to rivals, and a strong customer focus. We will explore each of these components in more detail, offering valuable insights on using them effectively in your value proposition. Clarity and Simplicity To be effective, a value proposition must clearly articulate the value of your product or service and the benefits it delivers to customers. Clarity ensures potential customers quickly understand why they should choose your offering over competitors. Refrain from muddled messaging that can deter customers from understanding the advantages of your product or service, leading to hesitation in making purchase decisions. Present your key message concisely and avoid technical terms and jargon. Emphasise only the most essential benefits offered, ensuring that customers can easily comprehend what they are getting into when choosing your product or service. Specificity and Relevance A unique value proposition that resonates with your target audience is key to attracting and persuading customers to choose your offering. Start by identifying the specific benefits and features that set your business apart from what’s currently available. Use this specificity to address potential customers’ pain points effectively. The more your value proposition speaks directly to customer needs, the more attractive it becomes to potential customers and effective in retaining existing ones over time. Customer Focus A customer-centric value proposition should ensure that the products and services offered meet the needs of the target audience. Understanding the challenges prospective clients may face is crucial in crafting a compelling, personalised message that maximises its impact. Consider offerings like the Juniper Print Shop or Hulu, which address the needs of their specific target markets by providing inexpensive artwork or subscription bundles. To develop a unique value proposition, focus on the benefits of delivering personalised products or services that meet today’s consumers’ desires, setting yourself apart from similar businesses in the market. Differentiation To create an effective value proposition, you must differentiate your product or service from competitors. Emphasise your distinct advantages and make your offering stand out to potential customers. Crafting a value proposition should outline these unique characteristics, distinguishing your business from others in the market. By highlighting benefits and values that draw attention, your value proposition can successfully set you apart from the competition. Crafting Your Value Proposition: A Step-by-Step Guide Now that you know the essential components of a successful value proposition, it’s time to create your own. This step-by-step guide will lead you through identifying your target audience, analysing competitors, and defining your unique selling points. Finally, it will help you articulate your value proposition clearly and effectively. 1. Identify Your Target Audience Understanding your target market is the first and most crucial step in creating value propositions that engage customers and meet their needs. Gathering insights into potential customers’ aspirations, problems, and preferences allows your business to craft focused objectives tailored precisely to them. 2. Analyse Your Competitors When crafting a value proposition, you must analyse your competitors to understand their strengths and weaknesses. This analysis helps you create an offer that stands out from the rest by providing greater benefits to potential customers. It also allows you to differentiate yourself by emphasising unique features or advantages exclusive to your business. 3. Define Your Unique Selling Points (USPs) When creating your value proposition, focus on what makes your product or service distinct from competitors. Emphasise the specific advantages and worth it provides. By spotlighting these unique selling points, you can craft a message tailored toward your target market that stands out among rival brands. Creating an effective USP should be a core step when making a persuasive case for choosing your offering. Knowing precisely why customers should select your product over others can make all the difference in business and marketplace dealings. Clarify this notion, so potential clients understand the value of investing in your services, giving you an advantage over competitors vying for their attention. 4. Communicate Your Value Clearly To ensure your value proposition is effective, it must be communicated clearly to potential customers. Express this proposition with simple, straightforward language that allows your target audience to understand what makes you stand out from competitors. When crafting a value proposition, avoid jargon that could hinder understanding. Focus on highlighting the essential advantages of choosing your offering over other options. A compelling message that sets you apart is critical for acquiring and retaining clients while achieving commercial success. Real-Life Examples of Successful Value Propositions To illustrate the efficacy of precise, customer-oriented messaging in value propositions, let’s explore some practical examples: LIKE.TG’s CRM: “An Intuitive and Powerful Customer Relationship Management (CRM) Solution” – designed to empower businesses with a user-friendly platform that streamlines operations, enhances productivity, and fosters lasting customer relationships. With LIKE.TG’s CRM, you can unlock the full potential of your business, ensuring seamless communication, data-driven insights, and exceptional customer satisfaction. This value proposition appeals to businesses seeking an easy and productive solution. Slack: Emphasises benefits like enhanced productivity and convenience, making work more enjoyable. Slack continues to stand out as a quintessential example. This collaborative tool seamlessly streamlines communication, making it a beloved choice for enterprise teams and scrappy startups. Slack’s value proposition centres on saving time by breaking down communication and system silos, transforming work into an efficient, even enjoyable process. This unique value proposition sets Slack apart in a crowded field, positioning it as the fastest-growing SaaS startup, with a client base of 77% of Fortune 500 companies. These examples demonstrate how focusing on customer desires can give you a competitive edge and boost your marketing strategies. Examining different types of value proposition examples can enhance your understanding when developing persuasive value propositions for various target audiences. Common Mistakes to Avoid When Creating a Value Proposition When crafting a value proposition, it’s critical to avoid common mistakes that can reduce its effectiveness. Some of these mistakes include: Focusing on Features Over Benefits: Emphasising what customers can achieve with your product or service is more persuasive than highlighting technical features. 2. Using Jargon: Avoiding excessive jargon or overly complex phrases that hinder understanding is crucial. Using simple, communicative language helps connect with your audience. 3. Lack of Differentiation: Distinguishing your offering from competitors can lead to a lack of competitive advantage and customer loyalty. Ensure your value proposition highlights what sets you apart. Testing and Refining Your Value Proposition Testing and refining your value proposition is essential to keep it appealing and competitive. You should regularly assess the changing needs of your market to adapt your offering accordingly. You can evaluate its success through various methods, such as consulting potential customers, experimenting with ideas, using A/B testing, Lean Startup methods, and test-versus-control approaches. Periodic refinements help you identify areas that require improvement, ensuring your value proposition remains relevant to customer wants and gives you an edge over rivals. Maximise Your Business Potential with LIKE.TG By understanding the importance of a compelling value proposition and incorporating key components like clarity, specificity, customer focus, and differentiation, you can attract potential customers, acquire more clients, and grow your business substantially. A well-crafted value proposition is essential in acquiring new customers, retaining existing ones, and expanding your enterprise. To unlock the full potential of your value proposition and streamline your business processes, explore LIKE.TG’s comprehensive solutions today Frequently Asked Questions 1. What is a value proposition and example? A value proposition is a statement that communicates why potential customers should choose your product or service over alternatives. It should highlight the unique benefits and advantages your offering provides. 2. What are the three elements of a value proposition? A value proposition typically consists of three key elements: meaningfulness, differentiation from the competition, and credibility. 3. What is the value proposition of a business model? The value proposition of a business model is a promise to customers that outlines the unique value your product or service offers, addressing their specific needs and increasing its perceived worth. 4. How can I create a value proposition that resonates with my target audience? To create a value proposition that resonates with your target audience, identify their needs and preferences, research your competitors’ strategies, define your unique selling points, and communicate your value. Tailoring your value proposition to your target audience ensures it addresses their specific needs and desires.

It’s no secret that marketers are under immense pressure to do it all: tailor campaigns to customer demand, build strong data-driven strategies, and think of outside-the-box ideas – fast. That’s why generative AI for marketing is so powerful. It can take care of many of those things in seconds, allowing you to focus your time on strategic and creative thinking. As General Manager of Marketing Cloud at LIKE.TG, I have a front row seat to the evolution of generative AI and its capabilities. In this early stage, it’s also crucial to understand marketers’ pain points and needs to push AI to deliver what they need. On this note, we recently asked marketers how they’re using and plan to use generative AI. The results were eye opening. Here’s a look at what we found, and three solutions that illustrate how generative AI for marketing will create new opportunities. 1. You can gain instant analysis from trusted first-party data With the end of third-party cookies on the horizon, 63% of marketers say trusted customer data is required for generative AI to work. And 31% deem it critical in the successful use of AI tools. Actionable customer insights based on accurate first-party data have evolved from being a supporting player to a fundamental component for businesses. The generative AI for marketing solution: Generative AI can uncover hidden patterns and deliver recommendations, helping you be more efficient. Marketers will be able to fuel creativity with new experiences that “speak your language.” You’ll be able to ask almost any question about your customers, past content, future campaigns, ROI — you name it — and get an answer instantly from first-party data. But remember, your data needs to be unified (not siloed in disparate systems) for generative AI to work well. 2. You can save time by using automation to optimize campaigns The top four marketing AI use cases revolve around automation: customer interactions, data integration, personalization, process optimization. They emphasize the significance of scaling up speed and effectiveness within existing resources. The generative AI for marketing solution: This technology will save countless hours on everything from researching customer opportunities and writing campaign briefs, to creating segments and content, to optimizing performance. Generative AI can help improve efficiency across the entire marketing campaign lifecycle. You’ll save time and customers will receive the personalized experience they desire. Get articles about marketing selected just for you, in your inbox Sign up now 3. You can deliver the personalization that customers want While 65% of consumers say they’ll remain loyal to companies that offer a more personalized experience, only 26% of marketers are confident that their organization has a successful strategy for personalization. Our latest research found that more than half (54%) of marketers say using generative AI for personalization would transform how they work. The generative AI for marketing solution: Generative AI will help marketers scale better personalization by using AI to help build customer journeys, create content, and offer recommendations based on real-time customer profiles. It will be across every marketing channel and content format – and the broader customer experience across commerce, sales, and service. It’s a great time to start learning about generative AI for marketing As businesses start using generative AI, we found that 71% of marketers say this technology will help their organization get more out of their other investments. And 51% of marketers are already using or experimenting with generative AI at work. Developing generative AI skills can help you get the most value out of this technology right now. We are excited about the future and how marketers can harness the next level of safely connected AI-assisted technologies to achieve more. We’ll share more information about this exciting technology at our upcoming Connections event — streamed live on LIKE.TG+.

As a strategic account executive at LIKE.TG, I spend my days advising companies on how to use emerging technology to grow their business. I can tell you this: C-suite leaders are nervous about generative AI in business. They know they need to do something but don’t have clarity on what, or how. I’ll tell you what I tell them. But first, here’s a sampling of what they’ve told me: A chief technology officer said, “We’re well aware of the importance of generative AI, but we’re struggling to figure out how to make it work for our business.” A chief digital officer said their teams brainstormed close to 100 high-level use cases, posing a challenge in prioritisation and execution. A chief information officer said he’d make exceptions to the company’s standard budget process to fund any generative AI technology with a one-year payback. There’s no mistaking it: Generative AI is the top priority, and every organisation I’ve spoken to has elevated it to a boardroom-level discussion. It’s natural to feel discomfort and anxiety around a technology that’s fast-moving and changing rapidly. I know that when I’m overwhelmed with a huge decision, I break it down into steps — and that’s what I’ve done for the C-suite leaders I advise. Here are six steps to follow as you navigate generative AI. Step 1: Identify the right use cases for generative AI in business Any application of generative AI has to start with the question, “what business problem am I trying to solve?” To find a relevant use case, review your current processes from end to end, and identify any friction points — those processes that lead to frustration, wasted time, lost opportunities, and in some cases, staff turnover. A tip: Focus on the problem, and avoid the temptation to fit the solution to the problem. As alluring as generative AI is, it may not be the right solution for every problem. Here’s an example: As part of their cost-saving measures, a client of mine asked their IT leader to lower call centre expenses without adversely affecting customer satisfaction. Their customers were experiencing long wait times (a key cause of customer attrition) while call centre representatives tried to find answers to their questions. Initially, the company wanted to use generative AI to instantly scour knowledge articles for the right answer; however, after some analysis, they realised that predictive AI was the better fit, allowing them to arm agents with insights such as a customer’s propensity to churn. As you evaluate your current process, think of generative AI as supercharging your workforce, powering it to work faster, and more efficiently and creatively. Step 2: Prioritise for impact, then execute and iterate Once you’ve identified one or more use cases for generative AI in business, prioritise them by considering these factors: ease of implementation strategic importance potential revenue cost savings time savings overall impact customer and employee satisfaction Which of these factors is most important to you? The answer will be different in every case. For one of my clients, a chief medical officer of a large neurological institute, the patient journey is at the centre of their generative AI use case. Their initial focus is the post-operative care division, which receives highly technical calls from patients that the staff is not generally trained to answer. This knowledge gap affects patient care. The first iteration of the solution for this use case is a chatbot to address high-level questions from patients. Future iterations will evolve the chatbot’s responses with contextual knowledge and more nuanced patient questions. The company’s vision is to transform the post-operative care division within two to three years, enhancing its staff’s capabilities and equipping them with more advanced tools to best serve patients. Get articles selected just for you, in your inbox Sign up now The most successful organisations are embracing curiosity and learning as they adopt generative AI in their business. They focus on impact and set regular checkpoints to optimise for value. They adopt a beginner’s mindset and thrive on an iterative approach with short development cycles and consistent feedback. Step 3: Create a playbook If you’re struggling on the implementation of the use cases, an organisational playbook can help. This playbook is your comprehensive guide. It outlines your organisation’s approach to rapid evaluation, iterative testing, effective cost management, impact measurement, goal setting, continuous improvement, security, and expansion into various generative AI applications. The playbook should include specific guidance like how generative AI fits with other applications the team uses, as well as general guiding principles that give your teams flexibility to push boundaries and get creative. Additionally, consider establishing a Centre of Excellence (CoE) that fosters collaboration between business and IT teams for the creation and review of this playbook. Business teams might own business problems the applications solve for, while IT might own infrastructure set up and security. The teams would join efforts around continuous improvement of the applications and output quality with regular audits, testing, and touchpoints. Implementing generative AI in your business can be overwhelming, so give people time and space to focus on learning, adapting, and creating, and allow them to fail and grow. Step 4: Develop a strong data strategy A solid data strategy is key to the success of AI in business. Ultimately, accessible, high-quality, secured data is essential for high-quality output. If your data is in any way flawed, the information the AI gives you will be, too. When fine-tuning AI models, make sure the AI has easy access to relevant data. That means the data is accurate, updated, and complete. The CIO of a leading media company told me he was excited about having a conversation with their data by asking it questions to inform strategy. Chief data officers face the challenge of helping companies get the most value from generative AI. A strong data strategy ensures high-quality data throughout the lifecycle: building enhanced capabilities into the data architecture; securing sensitive data while staying compliant with evolving regulations; and investing in data engineering talent. LIKE.TG Data Cloud, for example, provides the data for Einstein Copilot, LIKE.TG’s new generative AI conversational assistant, and makes sure the outputs are contextually relevant. Using Data Cloud and Einstein AI, you can create targeted marketing segments, personalise website landing pages based on consumer behaviour, and customise emails for specific campaigns with the help of Einstein Copilot. Step 5: Determine what success looks like You can’t know if you’re successful if you haven’t defined what success is. That’s why I advise companies to determine this at the outset. A senior vice president of a large technology company said his company’s biggest threats are a) not adopting new ways of using AI fast enough and therefore falling behind, and b) finding and retaining talent with AI expertise. They’re exploring whether AI can use data analytics to improve their business. For example, they hope AI can help them quickly process market, competition, and customer data so they can optimise products and services more efficiently. In this pursuit, they’re defining the parameters of success and pinpointing key performance indicators (KPIs) to assess the technology’s impact. As you build your generative AI use cases, define your metrics and categorise them as primary and secondary KPIs. The primary KPIs are your business KPIs. For example, your service department might look at minutes saved on customer calls. Sales and marketing departments might look at sales qualified leads and growth in marketing, respectively. Did generative AI help your company meaningfully affect these KPIs? That’s what you’re looking for. Do you have higher-quality leads and are you converting them at higher rates? The secondary KPIs are your generative AI KPIs. These include accuracy/error rate, output quality, training time, scalability, training cost/resources, and productivity gains. If you don’t hit your targets, go back to the beginning and reassess your use case. Was generative AI the right solution for the problem? If so, consider whether you used the right foundation model for the task, whether you trained it on the right data, whether that data was high quality, and whether it was grounded in business context relevant to the task, among others. Step 6: Bring your business and IT teams together If your company hasn’t aligned its business and IT teams yet, now’s the time. Doing so will let your teams focus on well-defined priority use cases for generative AI in business, and will make sure solutions are tailored to meet tactical and specific business objectives. Earlier, I mentioned establishing a CoE to write your playbook, and in general, a CoE is a great direction to take: It can be your collaborative hub for shaping best practices and ensuring that generative AI aligns with your company’s strategic goals. It’s abundantly clear generative AI is not the flavour of the month — it’s the future we’re stepping into. We know you’ve got questions and concerns. With the above guidelines, think about how you want to reshape your current processes and tap into AI’s power.

AI-powered marketing automation has emerged as a leading trend, surpassing industry buzz. This transformative technology, particularly when integrated with LIKE.TG, reshapes how brands engage with their audience, providing exceptional experiences while concurrently reducing operational costs. What is AI (Artificial Intelligence) Marketing Artificial Intelligence (AI) marketing represents a paradigm shift in how businesses approach marketing strategies. By harnessing the power of AI, companies can automate and enhance various marketing processes, unlocking a world of possibilities and revolutionising how they engage with their target audience. AI marketing leverages data, analytics, and machine learning to optimise marketing efforts, personalise customer experiences, and elevate overall marketing efficiency and effectiveness. This data-driven approach empowers businesses to make informed decisions and accurately identify trends, patterns, and customer preferences. With these insights, companies can tailor their marketing campaigns to resonate with their audience, increasing engagement, conversions, and customer loyalty. Moreover, AI marketing streamlines marketing operations by automating repetitive and time-consuming tasks, allowing marketing teams to focus on more strategic and creative pursuits. This automation encompasses content generation, social media management, email marketing, and customer service, ensuring a consistent and engaging presence across multiple channels. AI marketing is not just a buzzword; it’s a transformative force reshaping the marketing landscape. By embracing AI, businesses gain access to a wealth of new tools, data science and technologies, empowering them to reach, engage, and convert their target audience with unparalleled precision and effectiveness. In today’s competitive business environment, AI marketing has become an indispensable tool for businesses seeking to thrive and stay ahead of the curve. AI Marketing encompasses various use cases, including: 1. Data Analysis: Automating the collection and analysis of large volumes of marketing data from different campaigns and programs, eliminating the need for manual sorting. 2. Content Generation: AI generates both short and long-form content for marketing purposes, including video captions, email subject lines, web copy, blogs, and more. 3. Media Buying: Predicting a business’s most effective advertisement and media placements, maximising the return on investment (ROI) of marketing strategies while reaching the target audience. 4. Real-time Personalisation: Modifying a customer’s experience with marketing assets, such as web pages, social media posts, or emails, to align with their past preferences and encourage specific actions, such as clicking a link, signing up, or purchasing. 5. Natural Language Processing (NLP): Utilising AI to generate human-like language for content creation, customer service bots, personalised experiences, and more. 6. Automated Decision-Making: Assisting businesses in deciding which marketing or business growth strategies to employ based on historical or external data inputs. By adopting AI marketing strategies, businesses unlock the potential to deliver exceptional customer experiences, build stronger customer relationships, and drive sustainable growth in the ever-evolving digital landscape. AI marketing represents the future of marketing, and businesses that embrace its transformative power will be well-positioned to succeed in the years to come. How does AI Marketing work? AI marketing uses artificial intelligence technologies to automate and enhance marketing processes. These technologies can be applied to a wide range of marketing tasks, with AI marketing platforms including: Marketing Automation: AI automates lead generation, scoring, and customer retention tasks. By leveraging AI, marketers can identify potential customers and engage with them at the optimal time when they are most likely to respond positively to marketing messages. Content creation: AI can generate marketing content, such as blog posts, articles, and social media posts. This can save businesses time and money while still producing high-quality content. Customer service: AI can provide customer service by answering questions and resolving issues. This can free up human customer service representatives to focus on more complex tasks. Predictive analytics: AI can analyse data and predict customer behaviour. This information can be used to personalise marketing campaigns and improve customer engagement. Personalisation: AI technologies create customer profiles based on data gathered from their purchase history and interactions. Marketers can then deliver targeted advertisements, offers, and new products that align with customers’ preferences. Targeted marketing, powered by customer data, enhances engagement, conversion rates, and overall marketing return on investment (ROI). Forecasting: AI serves as a valuable tool for predictive analytics and forecasting. Predictive analytics utilises data from past customer interactions to anticipate their future actions. When applied to larger audience segments and scaled up, AI can also forecast business metrics such as revenue outcomes, providing valuable insights for strategic decision-making. Overall, AI marketing is a powerful tool that can help businesses reach, engage, and convert their target audience. By leveraging AI, companies can gain a competitive edge and thrive in the digital age. How is AI changing digital marketing? Artificial Intelligence (AI) has emerged as a transformative force that is reshaping the digital marketing landscape. Its capabilities are automating mundane tasks and empowering marketers to delve deeper into strategic initiatives. One remarkable application of AI lies in crafting personalised customer experiences. By leveraging AI-driven tools, marketers can analyse customer behaviour, preferences, and past interactions to deliver tailored product or service recommendations. This personalised approach fosters stronger customer relationships and enhances the overall brand experience. Furthermore, AI is pivotal in aiding marketers to comprehend their customers more profoundly. Through meticulous customer data analysis, AI uncovers hidden patterns, trends, and insights. With this knowledge, marketers can devise targeted and effective marketing strategies that resonate with their audience. Beyond enhancing customer experiences, AI also revolutionises how marketers measure their campaigns. Real-time tracking and analysis of campaign performance empower marketers to make informed adjustments, ensuring optimal allocation of resources and budget. This data-driven approach minimises guesswork and maximises return on investment. In content creation, AI proves to be an invaluable asset. AI identifies topics and interests that captivate the target audience by analysing customer data. This enables marketers to craft highly relevant, engaging content that resonates with their customers. Compelling content fosters brand loyalty and drives conversions, propelling businesses toward success. Examples of AI’s practical applications in digital marketing abound. Chatbots, powered by AI, simulate human conversations, providing round-the-clock customer support and assistance. Personalised recommendations, driven by customer data, enhance user experience and boost sales. Dynamic pricing, enabled by AI, optimises pricing strategies based on market dynamics, maximising profits while ensuring competitive offerings. Fueled by AI’s data analysis capabilities, predictive analytics empowers marketers to anticipate customer behaviour and trends. This foresight allows for developing highly targeted and successful digital marketing campaigns. As AI evolves, its impact on digital marketing will only deepen. The future holds boundless opportunities for marketers to harness the power of AI, unlocking new frontiers of innovation and driving unprecedented success. What Are the Types of AI Marketing Tools? In the marketing realm, artificial intelligence (AI) has emerged as a game-changer, offering many solutions that automate and enhance various tasks. 1. Machine Learning: Machine learning, driven by AI, utilises computer algorithms to automatically analyse information and enhance digital marketing campaigns based on experience. By leveraging relevant historical data, machine learning devices can inform marketers about effective strategies and help avoid repeating past mistakes. 2. Big Data and Analytics: The rise of digital media has generated a significant amount of “big data,” presenting opportunities for marketers to gain insights and accurately assess value across different channels. However, the abundance of data can be overwhelming. AI marketing comes to the rescue by rapidly sifting through the data, filtering it to its essentials, and providing analysis. It can also recommend the most valuable elements for future marketing campaigns. 3. AI Marketing Platforms Tools: Effective AI-powered marketing solutions offer digital marketers centralised platforms for managing the vast amounts of collected consumer data. These AI marketing platforms extract valuable marketing intelligence from the target audience, empowering marketers to make data-driven decisions about effective outreach strategies. For instance, frameworks like Bayesian Learning and Forgetting aid marketers in understanding a customer’s receptiveness to specific digital marketing efforts, leading to improved campaign targeting. 4. Content creation: Generating high-quality articles, blog posts, social media updates, and personalised emails. By analysing vast amounts of data, AI tools identify trends, customer preferences, and relevant topics, allowing businesses to create content that resonates with their target audience. Additionally, AI optimises content by recommending keywords and phrases that enhance search engine rankings and drive organic traffic. 5. Personalisation: Another critical aspect of modern marketing. AI algorithms analyse customer data to gain profound insights into individual preferences, behaviours, and pain points. This information is then leveraged to create personalised marketing campaigns, product recommendations, and customer experiences. By delivering tailored content and offers, businesses enhance engagement, conversions, and overall customer satisfaction. 6. Voice search: With the proliferation of voice-activated devices like smart speakers and smartphones, voice search has become a critical channel for businesses to connect with customers. AI-powered voice search optimisation ensures businesses are easily discoverable to customers using voice commands, maximising their visibility in voice search results. These examples illustrate the diverse spectrum of AI marketing solutions available. As AI technology evolves, we can anticipate even more innovative and advanced solutions to revolutionise how businesses market their products and services. What Are the Benefits of Leveraging AI in your Marketing strategy? Integrating AI into marketing practices has unlocked a treasure trove of benefits that can dramatically transform a business’s approach to reaching and engaging its target audience. One of the most profound advantages of AI marketing is its ability to elevate customer experiences. By deploying AI-powered chatbots and virtual assistants, companies can provide immediate and personalised responses to customer inquiries, ensuring a smooth and enjoyable customer journey. Moreover, AI-driven analytics offer businesses a profound understanding of customer preferences and behaviours, enabling them to tailor their marketing strategies precisely and deliver content that resonates deeply with their audience. Another significant competitive advantage of AI in marketing lies in its remarkable potential to enhance operational efficiency. AI automation seamlessly handles repetitive and time-consuming tasks such as data entry, automated email marketing campaigns, and social media management, liberating marketing teams to devote their attention to more strategic and creative endeavours. This streamlined workflow optimisation increases productivity and significant cost savings, allowing businesses to allocate resources judiciously and effectively. AI’s role in improving decision-making and optimisation within marketing campaigns is genuinely remarkable. By meticulously analysing vast amounts of data and uncovering hidden patterns and trends, AI-powered analytics empower marketers with invaluable insights that guide strategic decisions. This data-driven approach allows businesses to optimise their campaigns with surgical precision, target specific segments more accurately, and maximise their return on investment, propelling their growth trajectory to unprecedented heights. Personalised marketing and customer engagement soar to new heights with the advent of AI marketing. AI algorithms can delve deep into customer data, extracting profound insights that enable the creation of personalised experiences and marketing messages tailored to individual preferences. This profound level of personalisation fosters deep customer engagement, cultivates unwavering brand loyalty, and dramatically elevates the likelihood of conversions. AI-powered recommendations and dynamic pricing strategies amplify personalised customer experiences, driving exponential revenue growth and unparalleled customer satisfaction. Finally, AI injects a refreshing dose of agility and innovation into marketing strategies, propelling businesses to the forefront of industry trends. As AI technology continues its relentless march forward, it unveils many new opportunities for businesses to stay ahead of the curve and outpace competitors. By wholeheartedly embracing AI and fearlessly experimenting with its innovative applications, companies can differentiate themselves from the crowd, drive unprecedented growth, and shape the future of marketing. From AI-generated content creation to predictive modelling, the possibilities are boundless, empowering businesses to unleash their full potential and achieve extraordinary success in the dynamic digital age. Cost Efficiency: AI minimises costs by streamlining expenses across various marketing tactics, from SEO and content marketing to paid ads and influencer outreach. This enables digital marketing teams to redirect resources towards strategic objectives, ensuring a more efficient budget allocation. Personalisation: Addressing the increasing demand for personalised experiences, LIKE.TG AI analyses past customer data platforms to deliver tailored messages at scale. This not only enhances customer engagement but does so without the need for manual intervention. Predictive Analysis: LIKE.TG AI empowers businesses to anticipate industry trends and customer behaviour. Organisations can inform their marketing strategy by analysing customer behaviour and market trends and optimising product launches and campaigns for maximum impact. ROI Optimisation: Leveraging AI-driven insights, LIKE.TG AI contributes to a boost in return on investment. It is a reliable tool for identifying growth opportunities, optimising ad spend, and enhancing the overall customer experience. Time Effectiveness: LIKE.TG AI marketing automation liberates time from repetitive tasks, allowing teams to focus on high-value activities. This includes content creation, nurturing customer relationships, and fostering a more strategic marketing approach. What Are the Pitfalls and Challenges of AI Marketing? Artificial intelligence (AI) is a powerful tool that can be used to improve marketing campaigns. Still, it is essential to be aware of the potential pitfalls and challenges before you invest in AI marketing solutions. This section will discuss some of the key challenges and considerations businesses should consider when using AI for previous marketing campaigns. One of the biggest challenges of AI marketing is the potential for bias. AI algorithms are trained on data, and if the data is biased, then the AI algorithms will also be biased. This can lead to unfair or inaccurate marketing practices, damaging a company’s reputation. For example, an AI algorithm trained on data biased towards white males may be more likely to recommend products and services to white males, even if there are other groups of people who are more likely to be interested in those products and services. Another challenge of AI marketing is the need for more transparency. AI algorithms are often complex and challenging to understand, making it difficult for businesses to know how they make decisions. This can lead to a need for more trust in AI marketing solutions, making it difficult for companies to get the most out of them. Additionally, the cost of AI marketing programs can be a barrier for some businesses. AI marketing solutions can be expensive to develop and implement, making it difficult for small businesses to compete with larger firms with more resources. Finally, there is the potential for AI marketing to be used for malicious purposes. AI algorithms can create fake news stories, spread misinformation, and target people with personalised marketing campaigns designed to exploit their vulnerabilities. This can hurt society and make it difficult for businesses to use AI marketing responsibly. Despite these challenges, AI marketing has the potential to be a powerful marketing tool for businesses. By being aware of the potential pitfalls and challenges, companies can take steps to mitigate these risks and use AI marketing to improve their marketing campaigns. What Are the Examples of AI in Marketing? AI-powered chatbots and virtual assistants are becoming increasingly common on business websites and apps. These AI-driven tools can provide customer service 24/7, answer questions, and help users navigate websites. Chatbots can also collect data and provide insights into customer behaviour. AI-driven personalised email campaigns and content recommendations are another powerful way businesses use AI in digital marketing strategy. By using AI to analyse customer data, companies can create personalised email campaigns that are more likely to be opened and clicked on. AI can also be used to recommend products and content tailored to each customer’s interests. AI-generated product recommendations and upselling opportunities are other ways businesses use AI to boost sales. By using AI to analyse customer data, companies can identify products that customers are most likely to be interested in and then make personalised recommendations. AI can also create upselling opportunities by suggesting complementary products or services that customers might not have considered otherwise. AI-powered social media marketing analytics and optimisation tools are helping businesses to get more out of their social media marketing efforts. Using AI to analyse social media data, companies can identify which posts are most popular, track brand sentiment, and find influencers who can help them reach their target audience. AI can also optimise social media campaigns by automatically posting content at the best times and targeting the right audience. AI-enabled image and video recognition technology is used for content moderation and optimisation. By using AI to analyse images and videos, businesses can automatically identify inappropriate content and remove it from their websites and social media channels. AI can also be used to optimise images and videos for search engines and social media platforms, making them more likely to be seen by potential customers. How to use AI marketing To effectively utilise AI marketing tools and platforms, businesses must first identify their target audience and understand their needs and preferences. This can be done through market research, data analysis, and customer feedback. Once the target audience is identified, businesses can choose the right AI marketing tools and platforms to reach and engage with them. Many different AI marketing tools and platforms are available, each with unique features and capabilities. Businesses should carefully evaluate the options and select the best fit for their needs and budget. Once the AI marketing tools and platforms are in place, businesses can create a data-driven AI marketing strategy. This strategy should outline the goals and objectives of the AI marketing campaign, as well as the specific tactics that will be used to achieve those goals. The fully integrated AI marketing platform and strategy should also include a plan for measuring the campaign’s success and adjusting as needed. One of the most important aspects of AI marketing is personalisation. AI can collect and analyse customer data, which can then be used to create personalised marketing campaigns tailored to each customer’s needs and interests. This can lead to increased engagement, conversions, and customer loyalty. AI can also automate repetitive marketing tasks, such as sending emails, scheduling social media posts, and generating reports. This can free up marketing teams to focus on more strategic tasks, such as developing new marketing campaigns and analysing data. Businesses can gain a competitive edge using AI marketing and deliver more personalised and relevant customer experiences. This can lead to increased engagement, conversions, and customer loyalty. What are Generative AI Marketing Predictions and Trends? The realm of marketing stands on the precipice of a transformative era as generative AI reshapes the landscape, empowering businesses to craft personalised and captivating content, automate mundane tasks, and, with data science talent, unlock profound insights into customer behaviours. As the accessibility and sophistication of AI technology surge, the coming years will undoubtedly witness an exponential embrace of AI-driven marketing strategies. One pivotal trend is the meteoric rise of AI-powered content creation tools, capable of generating high-quality and distinctive content at an unprecedented pace, thereby liberating marketing teams to channel their efforts into more strategic endeavours. Concurrently, AI-driven chatbots are undergoing rapid advancements, offering businesses an avenue to engage with customers round-the-clock, promptly addressing queries with remarkable efficiency. Another trend that warrants close attention is the ascent of AI-powered predictive analytics. This technology empowers marketers to comprehend their target audience better and tailor their marketing endeavours with pinpoint accuracy. By meticulously analysing customer data, AI uncovers hidden patterns and trends, paving the way for personalised marketing campaigns that resonate profoundly with customers, fostering stronger connections and driving business growth. Furthermore, generative AI holds immense promise in elevating customer experiences to unprecedented heights. AI-powered virtual assistants emerge as invaluable assets, providing real-time assistance to customers and swiftly resolving their queries and concerns with remarkable efficiency. Additionally, AI seamlessly personalises the customer journey, presenting tailored recommendations and enticing offers that align precisely with individual preferences, ensuring unparalleled customer satisfaction and loyalty. In essence, the future of AI marketing brims with boundless potential. As AI marketing technology embarks on its inexorable evolution, we can anticipate many groundbreaking innovations that will revolutionise marketing strategies, propelling businesses to unprecedented heights of success. How can you best implement AI? To successfully implement AI in your marketing efforts, there are several key steps to follow: 1. Identify your goals and objectives: Clearly define what you want to achieve with AI marketing. Whether improving customer engagement, increasing lead generation, or optimising campaign performance, having clear goals will guide your AI implementation strategy. 2. Assess your current marketing efforts: Evaluate your existing marketing processes, data sources, and technology infrastructure. Identify areas where AI can complement or enhance your current efforts and prioritise those areas for AI implementation. 3. Choose the right AI tools and platforms: Select AI tools and platforms that align with your goals and objectives. Consider factors such as functionality, scalability, ease of use, and compatibility with your existing systems. 4. Integrate AI into your marketing workflows: Seamlessly integrate AI into your existing marketing workflows to ensure a smooth transition. This may involve training your marketing team members on using AI tools, establishing data-sharing protocols, and updating your marketing processes to accommodate AI-driven insights. 5. Monitor your results and make adjustments as needed: Continuously monitor the performance of your AI marketing initiatives and analyse the results. Use data-driven insights to identify what’s working and what’s not, and make necessary adjustments to optimise your AI marketing investments and implementation. 6. Consider ethical implications: Ensure your AI marketing practices adhere to ethical standards, including data privacy, transparency, and fairness. Implement robust data security measures and obtain consent from customers before using their data for AI-powered marketing. By following these steps, you can effectively implement AI in your marketing efforts and unlock its full potential to drive growth and success. Utilising AI Marketing with LIKE.TG LIKE.TG Einstein is a powerful AI tool that can be used to enhance your marketing efforts. With Einstein, you can create personalised marketing campaigns, automate marketing tasks, and gain insights into your marketing data. Einstein offers a variety of features that can be used for ai enabled marketing campaigns, including: Einstein Lead Scoring: Einstein can help you identify your most qualified leads so you can focus your sales efforts on the most likely to convert. Einstein Segmentation: Einstein can help you segment your customers based on their demographics, interests, and behaviours so you can create more targeted marketing campaigns. Einstein Content Recommendations: Einstein can help you recommend the most relevant content to your customers based on their interests and past behaviour. Einstein Predictive Analytics: Einstein can help you predict customer behaviour and trends so you can make more informed marketing decisions. You can improve your marketing efficiency, effectiveness, and reach by using Einstein. Einstein can help you create more personalised and relevant marketing campaigns, automate marketing tasks, and gain valuable insights into your marketing data. This can lead to increased leads, sales, and revenue. To start with Einstein, you can sign up for a free trial. Once you have signed up for the AI marketing program, you can access Einstein from the LIKE.TG Marketing Cloud. Commonly Asked Questions About AI in Marketing As AI marketing continues to gain traction, it’s natural for businesses to have questions about its implications and applications in marketing program. Here, we’ll address some frequently asked questions about AI in marketing to provide a clearer understanding of this transformative technology. 1. How does AI affect traditional marketing strategies? AI complements traditional marketing strategies by enhancing their effectiveness and efficiency. It automates repetitive tasks, allowing marketers to focus on more strategic and creative aspects. AI also enables personalised customer experiences, data-driven decision-making, and improved campaign performance. 2. What are the limitations of AI in AI marketing tools? While AI offers immense potential, it also has limitations. These include the requirement for high-quality data, the inability to completely replace human creativity and emotional intelligence, and the potential for bias if not adequately managed. 3. How effective is AI for small businesses? AI is highly effective for small businesses as it levels the playing field by providing access to advanced technologies and analytics that were previously only available to larger enterprises. AI can assist small businesses in optimising their marketing efforts, reaching a wider audience, and competing more effectively. 4. Will AI replace human marketers? AI is not meant to replace human marketers but to augment their capabilities. AI handles routine tasks, freeing up marketers to focus on strategic decision-making, creative problem-solving, and building meaningful customer relationships. 5. What are the ethical considerations of using AI in marketing? The use of AI in marketing raises ethical considerations, including data privacy, transparency, and potential bias. Businesses must implement ethical guidelines, obtain customer consent, and ensure responsible AI practices. By addressing these commonly asked questions, businesses can better understand AI marketing and its implications. AI can revolutionise marketing strategies, enabling enterprises to succeed tremendously and deliver personalised customer experiences.

Comparison isn’t always the thief of joy. When’s the right time to hit ‘send’? What subject line should you use? Which image is best? These might seem like small choices, but they are things that email A/B testing can help you figure out. According to our State of the Connected Customer report, nearly two-thirds of customers expect companies to adapt to their changing needs and preferences. Gauging results of an audience with a single email can be difficult. But sending multiple versions of an email – with different subject lines, preview text, copy, calls-to-action, or timing of delivery – can give you a basis for comparison. With email A/B testing, you get all the valuable data you need to improve your next round of outreach. In this blog, we’ll guide you through how email A/B testing works, including its challenges, best practices, and ways artificial intelligence (AI) can help. What is email A/B testing? How does email A/B testing work? What are 4 best practices for email A/B testing? What are the biggest challenges of email A/B testing? How can email A/B testing increase performance? How to get started with email A/B testing How does AI factor into email A/B testing? What’s ahead for email A/B testing? What is email A/B testing? Email A/B testing is a marketing strategy where you provide different versions of a campaign to your audience. The “A” version is displayed to some of your audience, while another subset gets the “B” version. It can be anything from subject lines to body copy to offers to images. Email A/B testing can help you optimise your campaigns. Testing two variations of an email will provide insights to see which version your audience likes the best. There are a lot of reasons why email is one of the easier methods for A/B testing. The main one is that email A/B testing includes binary responses – clear-cut, two-option reactions or actions recipients can take. These include things like clicking or not clicking a link or opening or not opening an email. Email is a good candidate for A/B testing for its ability to test the following: Subject line: Testing different subject lines to see which one generates higher open rates. Preheader: A preheader refers to a line of preview text of the content in the email. So in this case, you can test different introductory phrases to gauge which one captures readers’ attention. Call-to-action (CTA): Testing various CTAs to find out which one leads to more conversions. Content: Testing variations of the email copy to determine which content resonates best with your audience. Image: Testing variations of the selected images to determine which your audience responds to better. Timing: Testing the timing of email delivery to identify the most responsive time of day or day of the week. How does email A/B testing work? Let’s break down the way email A/B testing works a little further. Selection of variables: Marketers choose specific elements of the email to test. Common variables include the subject line, sender’s name, email content, CTA buttons, images, headlines, and more. Creation of variations: Different versions of the email are created – each with a single variable changed. For example, if testing the subject line, you might create two versions of the email with different subject lines but keep the rest of the content identical. Random assignment: The email list is divided randomly into groups, with each group receiving one of the email variations. This ensures that the test is conducted with a representative sample of the audience. Distribution: The email variations are sent to their respective groups within the same time frame to minimise external factors affecting the results. Data collection: As the emails are opened, clicked, and acted upon, data is collected on the performance of each variation. Marketers track metrics like open rates, click-through rates, conversion rates, and revenue generated. Analysis: After a predetermined time, the results are analysed to determine which variation was more effective in achieving the desired goal. The winning variation is then chosen. Optimisation: Based on the results, marketers can apply the winning elements to future email campaigns and continue to refine their email marketing strategy. Sending two (or three or ten) versions of the email will provide you with lots of data to work with. This kind of data-driven approach is a way to increase open rates, click-through rates, conversion rates, and other key performance indicators. What are 4 best practices for email A/B testing? While trial and error is one way to determine the best possible outcome from your email A/B testing, these methods will help your team make more informed decisions. Identify realistic goals: Before conducting an A/B test, clearly define what you aim to achieve. For instance, if the goal is to boost open rates, set a realistic target percentage increase, such as a 5% rise in open rates over the current benchmark. Make sure to have a control variable: Establish a baseline for comparison by keeping all aspects except one consistent, so that you can test one element at a time. If testing email subject lines, for example, keep the content and layout of the email constant while altering only the subject line. When testing a CTA button, ensure that all other elements remain the same, such as the email copy, layout, and imagery. Isolating and testing one variable in each A/B test can accurately determine its impact. Define your audience properly: Segment your audience based on relevant demographics or behavioural data. For example, if testing a product-related email, target a specific group of subscribers who have previously shown interest in similar products or services. Factor in variables: Consider external factors that could affect the test results. Different email clients, for example, might receive the email across various platforms. Another thing to consider is different send times could mean biased results. Remember, taking the long view and being patient during the process is key. Building tests based on the best available data will ensure that performance metrics, customer preferences, and industry benchmarks are taken into account. And, learning from your results involves a ton of data analysis. Make sure to take the time to delve into the nuanced details of each A/B test, looking at the overall outcome and any subgroups that displayed notable behaviour. View individual results as a piece of a puzzle – and the large view when you’re “done” putting the pieces together is a deeper understanding of your audience’s preferences and behaviours. Integrating insights into your future A/B testing strategies will help you refine your strategies so you can maximise the effectiveness of your email campaigns. Become the email marketing GOAT Tired of your email campaigns not delivering results? Level up with this lesson on Trailhead, LIKE.TG’s free online learning platform. Start learning now +500 points Module Email Marketing Strategies What are the biggest challenges of email A/B testing? Email A/B testing has its own set of issues. One major hurdle to clear is making sure your testing aligns with your campaign objectives. As marketers, we know that any strategy demands consideration of metrics that reflect success. Now is the time to ask yourself how you want to implement and analyse your strategy. Did a subject line fail because it ended in a question mark and the other one didn’t? Or was it simply because the verbiage was bad? Ensuring an adequate sample size is another challenge. Without it, your results may not be representative of the broader audience. You risk misinterpreting results when data is inaccurate. Remember, the success of your email A/B testing doesn’t hinge on a single factor; rather, it depends on the interplay of all elements – such as content, design, audience preferences. Taking a holistic view is critical for drawing adequate conclusions. How can email A/B testing increase performance? The beauty of A/B testing is its snowball effect. As you refine messaging, you gradually sculpt communications into their most successful versions. This process helps uncover nuances that resonate with your audience. Those improved messages lead to better data, which lead to even more improved messaging, which leads to even better data. The result is better open rates, increased click-throughs, and ultimately, elevated conversion rates. Through continued testing, each email that reaches your subscribers is crafted to achieve a bolstered performance. How to get started with email A/B testing You can take these six steps to get your email A/B testing program off the ground. Determine the right platforms: You can do this by defining your goals about what you want from your testing. Are you interested in click-through rates, or conversions? Are you seeking insights about user behaviour patterns, or demographic segmentation? Define your strategy: A clear strategy outlines the elements you intend to test and the metrics you’ll use to measure success. The more detailed you get about things like subject lines, call-to-actions, and visuals, the more effective you’ll be in the testing process. Create a large subscriber base: Email A/B testing is a numbers game, so building up your subscribers is crucial. This might look like investing in targeted lead generation efforts such as content marketing, webinars, and personalised landing pages. Gather accurate data: You can identify areas for improvement and create targeted test groups by analysing email performance and customer behaviour. Make time for checks on your validation processes so that you know your performance metrics are reliable. Implement a segmentation strategy: Developing an understanding of your audience allows you to tailor tests to specific audience segments – and maximise the impact of your experiments. This might mean using customer surveys to gain insights into your audience’s preferences and purchasing behaviours. Automate the process: You can save tons of time and resources with email automation. For example, you can configure reviews and cancellations or make edits or duplicates and track results. By automating repetitive tasks, you can focus on interpreting and implementing the results of your A/B tests. It’s important to ask yourself if you can support the demands of A/B testing. Without a solid infrastructure, there’s no guarantee you can track and analyse results. Take the time to set yourself up with a testing process that makes the most of your results. How does AI factor into email A/B testing? AI is all the buzz these days – and for good reason. Predictive AI, for example, can serve as a force multiplier for A/B testing things like send times. AI can determine the optimal time to send emails to each recipient based on their past behaviour. This increases the chances of emails being opened and read. It helps you refine your macro strategy as you learn about specific customer tendencies. This allows you to get more accurate with future segmenting. Generative AI, on the other hand, makes it faster to create scalable variant content for testing, allowing you to test bigger changes without having to generate two entirely different sets of copy from scratch. Generative AI models can assist in generating email content, including subject lines, body text, and personalised recommendations. This can help you create compelling and personalised emails for A/B testing, saving time and resources in content creation. It’s worth it to familiarise yourself with these definitions as you consider all the new ways AI can inform better results: Generative AI for content creation: Generative AI models can assist in generating email content, including subject lines, body text, and personalised recommendations. This can help you create compelling and personalised emails for A/B testing, saving time and resources in content creation. Segmentation and personalisation: AI can analyse vast amounts of data to segment email lists based on various factors like demographics, behaviour, and preferences. This allows for highly targeted and personalised email content, leading to better A/B testing results. Predictive analytics: AI can predict which email variations are likely to perform better for specific segments of your audience. It uses historical data to make these predictions, making email A/B testing more efficient. Content optimisation: AI tools can analyse email content and suggest improvements based on historical data and best practices. This can help you create more engaging and effective email content for A/B testing. Send time optimisation: AI can determine the optimal time to send emails to each recipient based on their past behaviour. This increases the chances of emails being opened and read. Subject line optimisation: AI can help generate and test subject lines to find the ones most likely to capture the recipient’s attention and increase open rates. Dynamic content: AI allows for dynamic content within emails, where the content changes based on the recipient’s behaviour or preferences. This can improve engagement and conversions. Predictive scoring: AI can assign predictive scores to email recipients to indicate their likelihood of opening, clicking, or converting. You can use this data to prioritise your email A/B testing efforts. Automation: AI can automate the A/B testing process by continuously testing and optimizing email campaigns in real-time, without the need for manual intervention. Multivariate testing: AI can handle more complex multivariate testing, where multiple elements within an email are simultaneously tested. Natural language processing (NLP): AI-powered NLP can analyse the sentiment and tone of email content to ensure that it aligns with your brand’s messaging and is more likely to resonate with your audience. A/B testing insights: AI can provide insights and recommendations based on A/B testing results. It can identify patterns and correlations that might not be obvious to human marketers. Feedback analysis: AI can analyse the feedback and responses to email campaigns, helping you understand the reasons behind success or failure and suggesting improvements. What’s ahead for email A/B testing? Email A/B testing is poised for a transformative journey, especially with the expanding role of AI. Predictive and generative AI will provide marketers with more and more avenues for stronger customer engagement. With predictive AI, you can better anticipate customer preferences, which allows you to tailor A/B tests to individualised segments. Generative AI holds the promise of creating tailored content variations based on intricate customer data. The result is a more nuanced and effective A/B testing process – and tangible business outcomes. On top of that, advancements in AI analytics will yield more actionable test results. Data-driven email A/B testing has the power to deliver the targeted content that customers demand. Welcome to a new era, where personalisation – and comparison – wins the day.

Some ecommerce trends and technologies pass in hype cycles, but others are so powerful they change the entire course of the market. After all the innovations and emerging technologies that cropped up in 2023, business leaders are assessing how to move forward and which new trends to implement.Here are some of the biggest trends that will affect your business over the coming year. What you’ll learn: Artificial intelligence is boosting efficiency Businesses are prioritising data management and harmonisation Conversational commerce is getting more human Headless commerce is helping businesses keep up Brands are going big with resale Social commerce is evolving Vibrant video content is boosting sales Loyalty programs are getting more personalised User-generated content is influencing ecommerce sales Subscriptions are adding value across a range of industries Ecommerce trends FAQ 1. Artificial intelligence is boosting efficiency There’s no doubt about it: Artificial intelligence (AI) is changing the ecommerce game. Commerce teams have been using the technology for years to automate and personalise product recommendations, chatbot activity, and more. But now, generative and predictive AI trained on large language models (LLM) offer even more opportunities to increase efficiency and scale personalisation. AI is more than an ecommerce trend — it can make your teams more productive and your customers more satisfied. Do you have a large product catalog that needs to be updated frequently? AI can write and categorise individual descriptions, cutting down hours of work to mere minutes. Do you need to optimise product detail pages? AI can help with SEO by automatically generating meta titles and meta descriptions for every product. Need to build a landing page for a new promotion? Generative page designers let users of all skill levels create and design web pages in seconds with simple, conversational building tools. All this innovation will make it easier to keep up with other trends, meet customers’ high expectations, and stay flexible — no matter what comes next. 2. Businesses are prioritising data management and harmonisation Data is your most valuable business asset. It’s how you understand your customers, make informed decisions, and gauge success. So it’s critical to make sure your data is in order. The challenge? Businesses collect a lot of it, but they don’t always know how to manage it. That’s where data management and harmonisation come in. They bring together data from multiple sources — think your customer relationship management (CRM) and order management systems — to provide a holistic view of all your business activities. With harmonised data, you can uncover insights and act on them much faster to increase customer satisfaction and revenue. Harmonised data also makes it possible to implement AI (including generative AI), automation, and machine learning to help you market, serve, and sell more efficiently. That’s why data management and harmonisation are top priorities among business leaders: 68% predict an increase in data management investments. 32% say a lack of a complete view and understanding of their data is a hurdle. 45% plan to prioritise gaining a more holistic view of their customers. For businesses looking to take advantage of all the new AI capabilities in ecommerce, data management should be priority number one. 3. Conversational commerce is getting more human Remember when chatbot experiences felt robotic and awkward? Those days are over. Thanks to generative AI and LLMs, conversational commerce is getting a glow-up. Interacting with chatbots for service inquiries, product questions, and more via messaging apps and websites feels much more human and personalised. Chatbots can now elevate online shopping with conversational AI and first-party data, mirroring the best in-store interactions across all digital channels. Natural language, image-based, and data-driven interactions can simplify product searches, provide personalised responses, and streamline purchases for a smooth experience across all your digital channels. As technology advances, this trend will gain more traction. Intelligent AI chatbots offer customers better self-service experiences and make shopping more enjoyable. This is critical since 68% of customers say they wouldn’t use a company’s chatbot again if they had a bad experience. 4. Headless commerce is helping businesses keep up Headless commerce continues to gain steam. With this modular architecture, ecommerce teams can deliver new experiences faster because they don’t have to wait in the developer queue to change back-end systems. Instead, employees can update online interfaces using APIs, experience managers, and user-friendly tools. According to business leaders and commerce teams already using headless: 76% say it offers more flexibility and customisation. 72% say it increases agility and lets teams make storefront changes faster. 66% say it improves integration between systems. Customers reap the benefits of headless commerce, too. Shoppers get fresh experiences more frequently across all devices and touchpoints. Even better? Headless results in richer personalisation, better omni-channel experiences, and peak performance for ecommerce websites. 5. Brands are going big with resale Over the past few years, consumers have shifted their mindset about resale items. Secondhand purchases that were once viewed as stigma are now seen as status. In fact, more than half of consumers (52%) have purchased an item secondhand in the last year, and the resale market is expected to reach $70 billion by 2027. Simply put: Resale presents a huge opportunity for your business. As the circular economy grows in popularity, brands everywhere are opening their own resale stores and encouraging consumers to turn in used items, from old jeans to designer handbags to kitchen appliances. To claim your piece of the pie, be strategic as you enter the market. This means implementing robust inventory and order management systems with real-time visibility and reverse logistics capabilities. 6. Social commerce is evolving There are almost 5 billion monthly active users on platforms like Instagram, Facebook, Snapchat, and TikTok. More than two-thirds (67%) of global shoppers have made a purchase through social media this year. Social commerce instantly connects you with a vast global audience and opens up new opportunities to boost product discovery, reach new markets, and build meaningful connections with your customers. But it’s not enough to just be present on social channels. You need to be an active participant and create engaging, authentic experiences for shoppers. Thanks to new social commerce tools — like generative AI for content creation and integrations with social platforms — the shopping experience is getting better, faster, and more engaging. This trend is blurring the lines between shopping and entertainment, and customer expectations are rising as a result. 7. Vibrant video content is boosting sales Now that shoppers have become accustomed to the vibrant, attention-grabbing video content on social platforms, they expect the same from your brand’s ecommerce site. Video can offer customers a deeper understanding of your products, such as how they’re used, and what they look like from different angles. And video content isn’t just useful for ads or for increasing product discovery. Brands are having major success using video at every stage of the customer journey: in pre-purchase consultations, on product detail pages, and in post-purchase emails. A large majority (89%) of consumers say watching a video has convinced them to buy a product or service. 8. Loyalty programs are getting more personalised It’s important to attract new customers, but it’s also critical to retain your existing ones. That means you need to find ways to increase loyalty and build brand love. More and more, customers are seeking out brand loyalty programs — but they want meaningful rewards and experiences. So, what’s the key to a successful loyalty program? In a word: personalisation. Customers don’t want to exchange their data for a clunky, impersonal experience where they have to jump through hoops to redeem points. They want straightforward, exclusive offers. Curated experiences. Relevant rewards. Six out of 10 consumers want discounts in return for joining a loyalty program, and about one-third of consumers say they find exclusive or early access to products valuable. The brands that win customer loyalty will be those that use data-driven insights to create a program that keeps customers continually engaged and satisfied. 9. User-generated content is influencing ecommerce sales User-generated content (UGC) adds credibility, authenticity‌, and social proof to a brand’s marketing efforts — and can significantly boost sales and brand loyalty. In fact, one study found that shoppers who interact with UGC experience a 102.4% increase in conversions. Most shoppers expect to see feedback and reviews before making a purchase, and UGC provides value by showcasing the experiences and opinions of real customers. UGC also breaks away from generic item descriptions and professional product photography. It can show how to style a piece of clothing, for example, or how an item will fit across a range of body types. User-generated videos go a step further, highlighting the functions and features of more complex products, like consumer electronics or even automobiles. UGC is also a cost-effective way to generate content for social commerce without relying on agencies or large teams. By sourcing posts from hashtags, tagging, or concentrated campaigns, brands can share real-time, authentic, and organic social posts to a wider audience. UGC can be used on product pages and in ads, as well. And you can incorporate it into product development processes to gather valuable input from customers at scale. 10. Subscriptions are adding value across a range of industries From streaming platforms to food, clothing, and pet supplies, subscriptions have become a popular business model across industries. In 2023, subscriptions generated over $38 billion in revenue, doubling over the past four years. That’s because subscriptions are a win-win for shoppers and businesses: They offer freedom of choice for customers while creating a continuous revenue stream for sellers. Consider consumer goods brand KIND Snacks. KIND implemented a subscription service to supplement its B2B sales, giving customers a direct line to exclusive offers and flavours. This created a consistent revenue stream for KIND and helped it build a new level of brand loyalty with its customers. The subscription also lets KIND collect first-party data, so it can test new products and spot new trends. Ecommerce trends FAQ How do I know if an ecommerce trend is right for my business? If you’re trying to decide whether to adopt a new trend, the first step is to conduct a cost/benefit analysis. As you do, remember to prioritise customer experience and satisfaction. Look at customer data to evaluate the potential impact of the trend on your business. How costly will it be to implement the trend, and what will the payoff be one, two, and five years into the future? Analyse the numbers to assess whether the trend aligns with your customers’ preferences and behaviours. You can also take a cue from your competitors and their adoption of specific trends. While you shouldn’t mimic everything they do, being aware of their experiences can provide valuable insights and help gauge the viability of a trend for your business. Ultimately, customer-centric decision-making should guide your evaluation. Is ecommerce still on the rise? In a word: yes. In fact, ecommerce is a top priority for businesses across industries, from healthcare to manufacturing. Customers expect increasingly sophisticated digital shopping experiences, and digital channels continue to be a preferred purchasing method. Ecommerce sales are expected to reach $8.1 trillion by 2026. As digital channels and new technologies evolve, so will customer behaviours and expectations. Where should I start if I want to implement AI? Generative AI is revolutionising ecommerce by enhancing customer experiences and increasing productivity, conversions, and customer loyalty. But to reap the benefits, it’s critical to keep a few things in mind. First is customer trust. A majority of customers (68%) say advances in AI make it more important for companies to be trustworthy. This means businesses implementing AI should focus on transparency. Tell customers how you will use their data to improve shopping experiences. Develop ethical standards around your use of AI, and discuss them openly. You’ll need to answer tough questions like: How do you ensure sensitive data is anonymised? How will you monitor accuracy and audit for bias, toxicity, or hallucinations? These should all be considerations as you choose AI partners and develop your code of conduct and governance principles. At a time when only 13% of customers fully trust companies to use AI ethically, this should be top of mind for businesses delving into the fast-evolving technology. How can commerce teams measure success after adopting a new trend? Before implementing a new experience or ecommerce trend, set key performance indicators (KPIs) and decide how you’ll track relevant ecommerce metrics. This helps you make informed decisions and monitor the various moving parts of your business. From understanding inventory needs to gaining insights into customer behaviour to increasing loyalty, you’ll be in a better position to plan for future growth. The choice of metrics will depend on the needs of your business, but it’s crucial to establish a strategy that outlines metrics, sets KPIs, and measures them regularly. Your business will be more agile and better able to adapt to new ecommerce trends and understand customer buying patterns. Ecommerce metrics and KPIs are valuable tools for building a successful future and will set the tone for future ecommerce growth.

Influencing an audience to take action is tough business. Often, leads aren’t ready to buy, and when they are, it’s a challenge to keep them engaged. Thankfully, email makes it possible for you to gain influence with your desired audience over time. And with drip marketing, emails don’t have to live on an island unto themselves.A marketer’s job is to find and understand high quality leads, then help convert them to sales. Drip marketing is a solution for that, since it focuses on “dripping” emails into inboxes over time. And according to our research, email is still an extremely popular form of messaging. In fact, its use has increased year over year, accounting for 80% of all outbound messaging.In this piece, we’ll give you a clear understanding of drip marketing and how you can use it. We’ll dive into how you can build drip email campaigns that build on themselves organically and make your customers feel like every message they get is relevant for them.What is drip marketing?Drip marketing is a strategy that uses a series of automated, targeted emails to nurture potential customers. Content is pre-written or dynamic, based on the maturity of the company using drip marketing. The way these messages are sent out, or “dripped,” is usually tailored to match the behaviour or status of its target recipients. A drip marketing campaign aims to influence its target market over time, delivering a series of messages that follow a predetermined course.Successful drip marketing requires personalisation. Once you get your leads, you can figure out how to provide relevant content over time, which helps you chart and respond to the different stages of your customers’ journey. When you tailor messages based on customer behaviour, you can more easily segment your audiences.For example, your ongoing emails can take advantage of when a prospect abandons a web page. When someone leaves a product page without making a purchase, filling out a form, or watching a video, you can message them with product updates, offers, or ads that are relevant to the specific item or site the prospect was interested in.Other examples include when:A marketer promoting a software platform uses a series of emails to guide its new users through their platform’s key features, perhaps providing them with a free tutorial video.A marketer focused on online shopping offers personalised product recommendations based on a lead’s browsing and purchase history.A marketer promoting a new application engages customers with free trials demonstrating how the app works.What works well for one company may not be applicable to another. Understanding your target audience is the biggest challenge.Why use drip campaigns?Once you write up your messaging and schedule it through automation, you’ll really see how drip marketing can help. Within that efficiency lies the potential for your customers to take a direct action – a response like opting in to your email list or visiting your landing page.Consider the many ways drip marketing campaigns can keep your customers engaged:Personalisation: Drip campaigns allow for highly personalised and targeted communication. You can tailor content based on the recipient’s behaviour, preferences, and interactions with previous emails. It’s this personal touch that fosters a stronger connection between you and your customer.Automation: Your series of emails are designed to be sent at predetermined intervals or triggered by user actions. This consistent communication enables you to stay top-of-mind with your audience without all the manual effort.Nurturing leads: The content in an email drip marketing campaign, while part of a series, must also be able to stand on its own. For example, if a prospect doesn’t open the first two emails, but engages with the third, they ought to be able to understand the CTA regardless of the email they open. Don’t assume a subscriber reads every email in a series of emails; rather, ensure every email expresses context and relevance. That way, you’ll gain the trust and credibility required to nurture leads.Segmentation: You can segment drip campaigns based on criteria like demographics, behaviour, or previous interactions. When you’re able to send targeted content to specific audience segments, you know that recipients get relevant information according to their needs.Behavioural triggers: Drip campaigns can be triggered by specific actions like clicking a link or downloading a resource. If a user clicks on a particular product, subsequent emails can provide more information or special offers related to that product.Gradual relationship building: Instead of filling customers’ inboxes all at once, drip campaigns deliver content in a sequenced manner. This helps build interest and engagement over time, inspiring a meaningful and lasting relationship.Optimisation: You can easily adapt drip campaigns based on performance metrics and customer feedback. Ongoing analysis helps you refine your strategy, improving the relevance and effectiveness of your drip marketing emails.Become the email marketing GOATTired of your email campaigns not delivering results? Level up with this lesson on Trailhead, LIKE.TG’s free online learning platform.Start learning now+500 pointsModuleEmail Marketing StrategiesHow do you get started with drip marketing?An effective campaign strategy is only as good as its strategic foundation. Here’s how you can start a winning drip marketing campaign.First, have an outline of your campaign objectives. What is it, specifically, you want to achieve with your automated emails?Second, define your audience. Do you have a strategy for finding their demographics and behaviour?Next, research how to select the right marketing automation tools. (More on that later.)Even with those steps in place, you still need to pay attention to best practices.Let’s take a look at online shopping again. In terms of workflow, a drip campaign would begin with a welcome email, followed by product education or special offers. An automation trigger like a user sign-up sets the next stage of the customer journey.You will get much closer to guiding your lead toward conversion by making sure the content in each email is aligned with your brand messaging. Remember, establishing the trust and credibility of a prospect means building each email to be sequential but also with relevant, contextualised content that can stand alone.The consistency in your messaging throughout this journey reinforces your identity, making it no question who you are and what you offer. Tracking key metrics such as engagement and conversion rates helps you identify which emails resonate most with your audience. When you regularly test, you can make informed adjustments throughout the drip sequence.You’ve identified the goals like trigger-based emails, personalised content, and analytics tracking. The question remains: How to select the right automation tools?A few questions to consider as you do your research:Integration capabilities: Does the automation tool integrate seamlessly with your existing customer relationship management (CRM) tech, email platform, and other relevant systems to centralise data and streamline workflows?User-friendliness: How intuitive is the interface? Will it facilitate easy campaign setup, monitoring, and adjustment? What kind of learning curve will your employees face and how will you address it?Assess scalability: Can it scale with your growing needs? Will it accommodate an increasing volume of leads and allow for expansion?Review analytics and reporting: How robust are its analytics and reporting features? Remember, you’ll want to track key metrics, analyse campaign performance, and make data-driven optimisations.Personalisation options: Does it enable you to tailor content based on user behaviour, demographics, or other relevant factors? Using new generative and predictive artificial intelligence (AI) capabilities are an option.Security: To what degree does it comply with data protection regulations? Will it safeguard sensitive customer information throughout the automation process?How do you optimise drip campaign performance?Think about how much easier it is to personalise messaging when you actually know something about the person you’re addressing. To make your drip marketing campaigns on email even better, you should analyse user behaviour to understand how people interact with your brand.The first-party data you collect from website visits, clicks, and product or service usage helps you craft targeted messages or re-engage users who have shown interest in the past. You can collect data about demographic information (age, gender, location), behavioural data (purchase history, website interactions), and psychographic details (interests, values, lifestyle) by using analytic tools and CRM software.If your product or service has regional variations or if you want to target specific locations with location-specific content or offers, geographic segmentation can be valuable. Use surveys, social media monitoring, or customer feedback to gain a deep understanding of your audience’s interests.Often, a combination of segmentation criteria provides a better view of your audience. For example, you might target young professionals in specific industries who have shown interest in specific product categories. Evaluate and compare performance within each segment so that you know your personalised content resonates with the right segment.Your drip campaign’s success relies on other metrics, like engagement rates – the percentage of recipients who open and respond to your emails.A few other tips for improving your drip marketing results:Pay attention if your recipients are unsubscribing or if your emails bounce. You want to address deliverability or content issues quickly so that your communication is effective and well-received. Maintaining a responsive email list is good hygiene.How long does it take for a lead to move through the drip campaign and convert? Understanding the average duration for a lead to progress through the drip campaign helps refine your strategy, and data-driven adjustments along the way can enhance the campaign’s overall effectiveness.If your drip campaign spans multiple channels (email, social media, etc.), you can measure engagement on each platform to identify the most effective channels.Calculate the return on investment by comparing the revenue generated from the campaign against the costs incurred. This provides a clear picture of campaign profitability.Conduct A/B tests on various elements of your drip campaign (subject lines, content, CTAs) and analyse which variations perform better. Apply successful elements to future campaigns.For post-purchase drip campaigns, measure the impact on customer retention rates. Assess whether the campaign contributes to long-term customer loyalty.Most important, remember that audience preferences and behaviours change over time. You’re going to need to regularly update your segments based on new data and feedback so your drip campaigns stay relevant.What’s the appeal of drip marketing vs. traditional email marketing?Traditional email campaigns are often used for announcements, promotions, or general communication. Broadcast emails, for example, are those one-time messages sent to a large audience. They are great for time-sensitive announcements, promotions, and newsletters.In contrast, drip marketing takes a more personalised, gradual approach, providing relevant content at specific intervals. It builds a coherent and engaging narrative, which inspires stronger relationships. Leads are more likely to convert to sales with this kind of structured, thoughtful plan.There’s also a distinction between drip marketing and paid advertising. Paid advertising takes a broader, outbound approach, using display ads, search engine ads, or social media ads for exposure. Drip marketing, with its targeted communication, reflects an organic, relationship-building approach.Unlike these mass messaging methods, drip marketing delivers a sequence of targeted, personalised messages to prospects or customers over time. With it, you build and maintain relationships, and adapt content based on individual responses.Combining drip marketing campaigns with social media efforts can amplify reach and engagement. Sharing drip campaign content on social platforms extends the message’s visibility and encourages audience interaction.The key advantage of drip marketing lies in its ability to deliver relevant information at specific stages of the customer journey.What does the future of drip marketing look like?New privacy concerns are making third-party data feel obsolete. Drip marketing campaigns, with their sequential and targeted nature, allows you to build a narrative for individual customers. This storytelling approach invites audiences to safely share their preferences – adding to a robust array of first-party data your company collects directly from your audience, whether customer, site visitors, or social media followers. Marketers using drip campaigns should communicate the value of first-party data sharing and give consumers control over their preferences.AI is revolutionising how you can predict customer behaviours, and drip marketing that adopts AI for personalisation gives you the best of both worlds. The same is true for taking advantage of AI’s capability for adapting content based on customer behaviour. It’s vital that marketers communicate to their customers how they’re harnessing AI in order to further gain their trust and address their concerns. As with any new technology, continuous monitoring will be key.Other future-forward drip marketing predictions for consideration:Drip marketing will incorporate more interactive content, such as interactive videos, to enhance engagement.Drip marketing will integrate omni channels, including social media, chatbots, and messaging apps. Adapting content for each channel’s attributes and user behaviours will be vital.Drip marketing will optimise content for voice search, considering the conversational tone and concise messaging.Consolidated interactions across the customer journey will help marketers tailor campaigns. For instance, in the prospecting phase, a unified profile helps differentiate between leads in the awareness and decision-making stages, ensuring prospect drips are finely tuned to specific preferences.As customers progress through the lifecycle, the unified profile guides the transition from onboarding to retention drips, with behavioural triggers dynamically adjusting content based on engagement.Drip marketing is uniquely valuable in that it’s an extremely effective tool for both gathering and acting upon first-party data. Being able to gather and incorporate that high-value data while still functioning as a strong conversion tool gives drip marketing an important role in this privacy-conscious age of digital marketing.

In the dynamic digital marketing landscape, a lead magnet is a strategic tool designed to attract potential customers by offering something valuable in exchange for their contact information. This article explores the essence of lead magnets, what distinguishes a good lead magnet, the various types available, and a step-by-step guide on creating an effective lead magnet that captivates and converts. What Makes a Good Lead Magnet? 1. Be Relevant to Your Audience The effectiveness of a lead magnet hinges on its relevance to the target audience. Understanding your audience’s pain points, interests, and preferences is crucial. Tailoring your lead magnet to address their specific needs ensures a higher likelihood of engagement. 2. Provide Value to Your Audience Value is the currency of the digital realm. A good lead magnet should offer tangible benefits, whether solving a problem, providing valuable information, or offering a practical resource. The perceived value of the lead magnet is directly proportional to its ability to address the audience’s concerns. 3. Be Trustworthy Trust is the foundation of any successful customer relationship. Ensure that your lead magnet reflects the authenticity and credibility of your brand. Transparent and honest communication establishes trust, making your audience more comfortable sharing their information. 4. Make Your Audience Want More A compelling lead magnet should act as a teaser, leaving your audience intrigued and eager for more. It serves as the initial point of contact in a journey leading to more profound engagement with your brand. Pique curiosity and provide a glimpse of the value your business can deliver. 5. Be Shareable Content Encourage the vitality of your lead magnet by making it shareable. Whether it’s an insightful infographic, an educational e-book, or an entertaining video, content that can be easily shared across social media platforms expands its reach and attracts a broader audience. Types of Lead Magnets 1. E-books and White papers In-depth guides or research papers that provide valuable insights into a specific topic or industry. 2. Webinars and Workshops Live or recorded online sessions that offer educational content, allowing you to showcase expertise and interact with your audience. 3. Checklists and Cheat Sheets Quick-reference guides that condense information into easy-to-follow lists, aiding in practical tasks. 4. Templates and Tools Providing ready-to-use templates or tools that simplify a process or task for your audience. 5. Free Trials and Demos Allowing potential customers to experience a taste of your product or service before committing. 6. Quizzes and Assessments Interactive content that engages your audience while collecting valuable data for personalised follow-up. How to Create a Lead Magnet 1. Figure Out Who You’re Targeting and What They Want Understanding your audience is the foundational step. Conduct market research, analyse customer feedback, and create buyer personas to identify your target audience’s specific needs and preferences. 2. Create, Design, and Name Your Lead Magnet Once you’ve identified your audience’s needs, create content that directly addresses those needs. Whether it’s a comprehensive guide, a webinar, or a tool, ensure it is well-designed, visually appealing, and has a compelling title that sparks interest. 3. Build Your Conversion Path Have a Dedicated Landing Page Create a dedicated landing page for your lead magnet to eliminate distractions and guide visitors toward the desired action. Write a Clear Call to Action Craft a compelling call to action (CTA) that communicates the value of your lead magnet and prompts visitors to provide their contact information. Consider Eye-Scanning Patterns Design your landing page with consideration for eye-scanning patterns to ensure crucial information is prominently displayed, increasing the chances of capturing attention. Add Social Proof Enhance the credibility of your lead magnet by incorporating social proof, such as testimonials or user reviews, instilling trust in your audience. 4. Set a Schedule to Update Regularly Regularly update your lead magnet for ongoing success to keep it relevant and valuable. Set a schedule to refresh content, add new insights, or introduce variations to maintain audience interest. In conclusion, a well-crafted lead magnet is a powerful tool in the arsenal of digital marketers. By understanding your audience, providing value, ensuring trust, creating curiosity, and embracing shareability, you can develop lead magnets that capture contact information and lay the foundation for lasting customer relationships. Follow the step-by-step guide to create and optimise your lead magnet, and embark on a journey of meaningful engagement with your target audience.

What is Conversion Rate Optimisation? Conversion Rate Optimisation (CRO) is a strategic approach aimed at enhancing a website’s performance by increasing the percentage of visitors who take a desired action. This action, often called a conversion, can range from making a purchase, filling out a form, or subscribing to a newsletter. In essence, CRO is about maximising the effectiveness of a website and turning more visitors into customers or leads. What is a Conversion Rate? A conversion rate is a key metric in CRO, representing the percentage of website visitors who complete a desired action. This ratio is calculated by dividing the number of conversions by the total number of visitors and multiplying by 100. A higher conversion rate indicates that more visitors are taking the intended action, showcasing the website’s effectiveness in achieving its goals. What is a Good Conversion Rate? Determining a good conversion rate depends on various factors such as industry, type of website, and the specific action being measured. While average conversion rates vary, achieving a rate that exceeds industry benchmarks is generally considered favourable. Regular benchmarking against competitors and industry standards helps assess the effectiveness of your CRO efforts. How to Calculate Conversion Rate Calculating the conversion rate involves a simple formula: divide the number of conversions by the total number of visitors, then multiply by 100 to express it as a percentage. This straightforward calculation provides a clear snapshot of your website’s performance in converting visitors into customers or leads. CRO and SEO The relationship between Conversion Rate Optimisation (CRO) and Search Engine Optimisation (SEO) is symbiotic. A well-optimised website attracts more visitors through SEO and converts them effectively through CRO. A harmonious integration of both strategies ensures a seamless user experience, positively impacting search rankings and conversion rates. Where to Implement a CRO Strategy Strategically implementing CRO involves focusing on specific pages where user actions are crucial. Key areas for CRO include: 1. Homepage Optimising the homepage is vital for creating a positive first impression and guiding visitors toward desired actions. 2. Pricing Page A well-structured pricing page can significantly influence purchasing decisions, making it a prime location for CRO efforts. 3. Blog Enhancing the conversion potential of blog pages involves incorporating effective calls-to-action (CTAs) and lead-generation elements. 4. Landing Pages Testing and refining landing pages are critical as they are often the entry point for potential customers. CRO Formulas CRO Calculation 1: Conversion Rate Leads Generated ÷ Website Traffic x 100 = Conversion Rate % CRO Calculation 2: Number of Net New Customers New Revenue Goal ÷ Average Sales Price = Number of New Customers CRO Calculation 3: Lead Goal Number of New Customers ÷ Lead-to-Customer Close Rate % = Lead Goal Conversion Rate Optimisation Strategies 1. Create text-based CTAs within blog posts. Add compelling and strategically placed call-to-action buttons to your blog content to prompt user engagement. 2. Add lead flows on your blog. Utilise lead flows—pop-ups or slide-ins—on your blog pages to capture visitor information and convert them into leads. 3. Run tests on your landing pages. Perform A/B testing on landing pages to identify the most effective elements and layouts that drive conversions. 4. Help leads become MQLs. Guide leads through the marketing funnel by providing valuable content and nurturing them into Marketing Qualified Leads (MQLs). 5. Build workflows to enable your team. Establish efficient workflows to streamline communication and collaboration among team members involved in the CRO process. 6. Add messages to high-converting web pages. Implement live chat or targeted messages on high-converting pages to provide instant assistance and enhance the user experience. 7. Optimise high-performing blog posts. Identify and optimise blog posts that generate high traffic, ensuring they are conversion-focused and aligned with business goals. 8. Leverage retargeting to re-engage website visitors. Use retargeting ads to re-engage visitors who have previously shown interest in your products or services, increasing the likelihood of conversion. Expert Tips: How to Improve Conversion Rate Optimisation Implementing a successful CRO requires a combination of strategic planning and continuous optimisation. Here are expert tips to enhance your CRO efforts: Understand User Behaviour: Analyse user behaviour through tools like heatmaps and session recordings to identify areas for improvement. Mobile Optimisation: Ensure your website is optimised for mobile users, as many visitors access websites through mobile devices. Clear and Compelling Copy: Craft clear and persuasive copy for your CTAs, landing pages, and product descriptions to communicate value effectively. Loading Speed Optimisation: Optimise website loading speed to prevent user frustration and abandonment. User Testing: Conduct regular user testing to gather valuable feedback and identify usability issues. Social Proof: Incorporate social proof, such as customer testimonials and reviews, to build trust and credibility. Continuous Testing: Implement a continuous testing and experimentation culture to refine strategies based on real-time data. What is the purpose of conversion rate optimisation? The primary purpose of CRO is to enhance the efficiency of a website by maximising the number of visitors who take desired actions, ultimately leading to increased sales, leads, or other valuable conversions. What is a CRO strategy? A CRO strategy involves a systematic approach to improve website performance and user experience. It includes analysing data, setting goals, implementing changes, and continuously testing and optimising elements to boost conversion rates. What are CRO tools? CRO tools are software solutions that help businesses optimise their websites for better conversion rates. These tools encompass a range of functionalities, including A/B testing, heatmaps, analytics, and user behaviour tracking, providing valuable insights for effective CRO strategies.

If you’re asking whether you need to implement generative artificial intelligence (GAI) tools to support your business, you’re not alone. This technology can boost employee productivity, but is it safe? While these tools can help from marketing to customer service to data insights, business leaders have posed concerns about AI’s potential impact and dangers on society and some are calling for generative AI regulations. What you need to know A global AI regulatory response has started to coalesce; in the U.S., lawmakers met with tech leaders in mid-September, and declared universal agreement on the need for AI regulation. The EU has already begun to audit AI algorithms and underlying data from the major platforms that meet certain criteria. As a business decision maker, you need to understand GAI — and how it impacts your work with other companies and consumers. “Most countries are just trying to ensure generative AI is subject to existing measures around privacy, transparency, copyright, and accountability,” said Danielle Gilliam-Moore, Director, Global Public Policy at LIKE.TG. What your company can do now Review generative AI products on the market and see what makes sense for your business. Ask: Do I need to build it internally or work with a third-party vendor, like LIKE.TG, to add its products to our tech stack? Be aware of any risks. The exec summary The climate around GAI is moving at breakneck speed and regulators are trying to understand how the technology may affect businesses and the public. Here are some recent headlines: Pope Francis calls for global treaty to regulate AI after a deepfake of him wearing a puffer coat goes viral. EU reaches landmark deal on world’s first comprehensive AI regulation. IBM and Meta launch 50-member AI Alliance with large corporations, start-ups, and universities around the world to push for responsible AI. US government’s new AI rules push companies to show how their tech is safe. The backstory on generative AI regulations Concerns around artificial intelligence (AI) date back years when discussions covered possible job loss, inequality, bias, security issues, and more. With the rapid growth of generative AI after the public launch of ChatGPT in November 2022, new flags include: Privacy issues and data mining: Companies need to have transparency around where they’re gathering data and how they’re using it. Copyright concerns: Because GAI tools pull from vast data sources, the chance of plagiarism increases. Misinformation: False information could spread more quickly with AI chatbots, which also have created entirely inaccurate stories called hallucinations. Identity verification: Is what you’re reading created by a human or chatbot? There is the need to verify articles, social media posts, art, and more. Child protection: There’s been a call to ensure children and teenagers are protected against alarming, AI-generated content on social media. This has all prompted regulators worldwide to investigate how GAI tools collect data and produce outputs and how companies train the AI they’re developing. In Europe, countries have been swift to apply the General Data Protection Regulation (GDPR), which impacts any company working within the EU. It’s one of the world’s strongest legal privacy frameworks; the U.S. does not have a similar overarching privacy law. That may change, with calls for more generative AI regulations.. “These are a lot of the same concerns we’ve seen previously wash up on the shores of the technology industry,” Gilliam-Moore said. “Right now, regulatory efforts, including investigations, seem to focus on privacy, content moderation, and copyright concerns. A lot of this is already addressed in statute, so regulators are trying to make sure that this is fit for purpose for generative AI.” Get articles selected just for you, in your inbox Sign up now What considerations do businesses need to make? Companies continue to wonder how these tools will impact their business. It’s not just what the technology is capable of, but also how regulation will play a role in how businesses use it. Where does the data come from? How is it being used? Are customers protected? Is there transparency? No matter where your company does business or who you interact with — whether developing the technology for other companies to use or interacting directly with consumers — ensure you speak with lawyers who are following generative AI regulations and can help guide you through your process. “Talking with your trusted advisers is always a good first step in all of this,” Gilliam-Moore said. “Innovation is happening at an incredible speed. So the conversations we’re having now could become stale in the next six months.” Regulators have been concerned about how companies collect data and how that information gets delivered to users. Having an acceptable use policy – an agreement between two or more people (like a business and its employees or a university and students) outlining proper use when accessing a corporate network or internet — can help safeguard compliance. In addition, it is important to show data provenance, a documented trail that can prove data’s origins and where it currently sits. “Without data, none of this works,” Gilliam-Moore said. How can small businesses stay compliant? Larger corporations can often invest in the research and development around the technology, especially to stay compliant. Smaller businesses may not have the resources to do their due diligence, so asking vendors and technology partners in their ecosystem the right questions becomes important. While LIKE.TG is taking steps to develop trusted generative AI for its customers, those customers also work with other vendors and processors. They need to stay aware of potential harms that may exist and not just trust blindly. Gilliam-Moore said smaller companies should ask questions including: Are you GDPR compliant? Are you HIPAA, or whichever law regulates your industry, compliant? Do you have an acceptable use policy? What are your certifications? What are your practices around data? Do you have policies that try to provide guardrails around the deployment of this technology? “If you’re a smaller company, you may need to rely upon the due diligence of your third-party service providers,” Gilliam-Moore said. “Look at the privacy protocols, the security procedures, what they identify as harms and safeguards. Pay close attention to that.”

Generative AI chatbots are helping change the business landscape. But they also have a problem: They frequently present inaccurate information as if it’s correct. Known as “AI hallucinations,” these mistakes occur up to 20% of the time. “We know [current generative AI] has a tendency to not always give accurate answers, but it gives the answers incredibly confidently,” said Kathy Baxter, principal architect in LIKE.TG’s ethical AI practice. “So it can be difficult for individuals to know if they can trust the answers generative AI is giving them.” You might hear those in the computer science community call these inaccuracies confabulations. Why? Because they believe the psychological phenomenon of accidentally replacing a gap in your memory with a false story is a more accurate metaphor for generative AI’s habit of making mistakes. Regardless of how you refer to these AI blunders, if you’re using AI at work, you need to be aware of them and have a mitigation plan in place. The big trend People have gotten excited (and maybe a little frightened, especially when used at work) about generative AI and large language models (LLMs). And with good reason. LLMs, usually in the form of a chatbot, can help you write better emails and marketing reports, prepare sales projections, and create quick customer service replies, among many other things. In these business contexts, AI hallucinations may lead to inaccurate analytics, negative biases, and trust-eroding errors sent directly to your employees or customers. “[This] is a trust problem,” said Claire Cheng, senior director, data science and engineering, at LIKE.TG. “We want AI to help businesses rather than make the wrong suggestions, recommendations, or actions to negatively impact businesses.” It’s complicated Some in the industry see hallucinations more positively. Sam Altman, CEO of ChatGPT creator OpenAI, told LIKE.TG CEO Marc Benioff that the ability to even produce hallucinations shows how AI can innovate. “The fact that these AI systems can come up with new ideas, can be creative, that’s a lot of the power,” Altman said. “You want them to be creative when you want, and factual when you want, but if you do the naive thing and say, ‘Never say anything you’re not 100% sure about’ — you can get a model to do that, but it won’t have the magic people like so much.” For now, it appears we can’t completely solve the problem of generative AI hallucinations without eradicating its “magic.” (In fact, some AI tech leaders predict hallucinations will never really go away.) So what’s a well-meaning business to do? If you’re adding LLMs into your daily work, here are four ways you can mitigate generative AI hallucinations. 1. Use a trusted LLM to help reduce generative AI hallucinations For starters, make every effort to ensure your generative AI platforms are built on a trusted LLM. In other words, your LLM needs to provide an environment for data that’s as free of bias and toxicity as possible. A generic LLM such as ChatGPT can be useful for less-sensitive tasks such as creating article ideas or drafting a generic email, but any information you put into these systems isn’t necessarily protected. “Many people are starting to look into domain-specific models instead of using generic large language models,” Cheng said. “You want to look at the trusted source of truth rather than trust the model to give you the response. Do not expect the LLM to be your source of truth because it’s not your knowledge base.” When you pull information from your own knowledge base, you’ll have relevant answers and information at your fingertips more efficiently. There will also be less risk the AI system will make guesses when it doesn’t know an answer. “Business leaders really need to think, ‘What are the sources of truth in my organisation?’” said Khoa Le, vice president of Service Cloud Einstein and bots at LIKE.TG. “They might be information about customers or products. They might be knowledge bases that live in LIKE.TG or elsewhere. Knowing where and having good hygiene around keeping these sources of truth up to date will be super critical.” Get articles selected just for you, in your inbox Sign up now 2. Write more-specific AI prompts Great generative AI outputs also start with great prompts. And you can learn to write better prompts by following some easy tips. Those include avoiding close-ended questions that produce yes or no answers, which limit the AI’s ability to provide more detailed information. Also, ask follow-up questions to prompt the LLM to get more specific or provide more detailed answers.You’ll also want to use as many details as possible to prompt your tool to give you the best response. As a guide, take a look at the below prompt, before and after adding specifics. Before: Write a marketing campaign for sneakers. After: Write a marketing campaign for a new online sneaker store called Shoe Dazzle selling to Midwestern women between the ages of 30 and 45. Specify that the shoes are comfortable and colorful. The shoes are priced between $75 and $95 and can be used for various activities such as power walking, working out in a gym, and training for a marathon. 3. Tell the LLM to be honest Another game-changing prompt tip is to literally direct the large language model to be honest. “If you’re asking a virtual agent a question, in your prompt you can say, ‘If you do not know the answer, just say you do not know,’” Cheng said. For example, say you want to create a report that compares sales data from five large pharmaceutical companies. This information likely will come from public annual reports, but it’s possible the LLM won’t be able to access the most current data. At the end of your prompt, add, “Do not answer if you can’t find the 2023 data” so the LLM knows not to make up something if that data isn’t available. You can also make the AI “show its work” or explain how it came to the answer that it did through techniques like chain of thought or tree of thought prompting. Research has shown that these techniques not only help with transparency and trust, but they also increase the AI’s ability to generate the correct response. 4. Lessen the impact on customers Le offers some things to consider to protect your customers’ data and business dealings. Be transparent. If you’re using a chatbot or virtual agent backed by generative AI, don’t pass the interface off as if customers are talking to a human. Instead, disclose the use of generative AI on your site. “It’s so important to be clear where this information comes from and what information you’re training it on,” Le said. ”Don’t try to trick the customer.” Follow local laws and regulations. Some municipalities require you to allow end users to opt in to this technology; even if yours doesn’t, you may want to offer an opt-in. Protect yourself from legal issues. Generative AI technology is new and changing rapidly. Work with your legal advisors to understand the latest issues and follow local regulations. Make sure safeguards are in place. When selecting a model provider, make sure they have safeguards in place such as toxicity and bias detection, sensitive data masking, and prompt injection attack defenses like LIKE.TG’s Einstein Trust Layer. Generative AI hallucinations are a concern, but not necessarily a deal breaker. Design and work with this new technology, but keep your eyes wide open about the potential for mistakes. When you’ve used your sources of truth and questioned the work, you can go into your business dealings with more confidence.

Prompt engineering is not Rocket Science: Learn at a Top Level how easy it can be to get what you want from AI. Have you always wanted a friendly, fast assistant who simply does what you say? In many cases, AI applications like ChatGPT can offer you exactly that. But it only works with your help. To get beneficial results out of AI, you need to master prompt engineering. Don’t panic; you don’t need an IT degree for this. Prompt Engineering is about asking the right questions and giving the right commands to generative AI’s like ChatGPT to get the information you need. In principle, this programming language is very close to our normal language. Before we get into it, we want to make sure you know about LIKE.TG AI Solutions – By using our Einstein GPT platform, AI insights are right at your fingertips. We have complete training modules to help you interact with our AI-based platform, with guidance on how to build prompts, and information on how our AI platform works for various sides of businesses such as Sales, Customer Service, Marketing and Commerce. What is Prompt Engineering? Prompt Engineering is the art of tailoring your input to create specific, desired responses from AI applications, whether through commands or questions. This empowers People and organisations to harness the full potential of AI technologies, such as LIKE.TG Einstein, by refining the way users interact with these systems to achieve greater productivity and superior results. Key Terms to Understand NLP (Natural Language Processing): A field of artificial intelligence that focuses on enabling computers to understand, interpret, and generate human language in a way that is both meaningful and contextually relevant. Many AI applications use this as their base model, including ChatGPT. Intent Recognition: This is a fundamental NLP concept. It involves understanding the underlying purpose of a user’s message or query, a cornerstone for effective prompt engineering. Entities: In NLP, entities are specific pieces of information extracted from user input, like dates or product names. Dialogue Flow: Dialogue flow in AI/NLP is how a chatbot or AI system talks to you: understanding what you say, replying, and keeping the conversation smooth and on track. Training Data: High-quality data is used for training NLP models, which enhances your prompt engineering by improving intent recognition and response generation. Context: In prompt engineering, context refers to the conversation’s history and information, which is crucial for multi-turn interactions. A Beginner’s Look at Prompt Engineering In this post, we will focus on text prompts. But you can get almost anything from a prompt: including pictures! This work was created using the free version of Anime-style Clickdrop, an interface for various tools (Stable Diffusion XL by Stability AI, a deep learning text-to-image generator.) We tried this out with a straightforward prompt: “Show me a picture with blue water and mountains.” So, just think of a prompt like a short and precise briefing. If your generative AI tool receives a meaningful and relevant prompt, it can give you an appropriate answer. And what does Open AI, the creators of ChatGPT, say about prompt engineering? Examples of Prompt Engineering We’ve explained above what a prompt engineer does and how to get started. But what does that look like in practice? Our first example shows how well ChatGPT works when you put a little more thought into your prompt. Here is an example of ChatGPT helping us create Buyer Persona’s. Here is our prompt: “Create five dark chocolate buyer personas using whatever customer survey data you can find. Create a table of personas and give each a name, benefits, and use cases.” Note: If you had your own data to formulate, ChatGPT would use it and include it within its response. You can also ask ChatGPT to put it in a table for you: To master generative AI tools, enter the suitable prompts, and consider these three prompt engineering principles: 1) Provide context: Should AI develop personas as above? Then, specify for which product or service. 2) Be specific: It’s tempting, but don’t get caught up in chatting; it confuses GPT programs. Be brief and precise about what is expected. 3) Proceed Step by Step: Sometimes, slow is better. Break your prompt into multiple detailed questions. Chain-of-thought Prompts Explained Chain of Thought (CoT) is a way for AI to respond in conversations that make sense by considering what was said before, so it feels like a natural chat. At this point, anyone who is not an IT professional may have their head spinning, trying to understand the difference between AI and prompt engineering. Simply put, Prompt engineering is the main factor in the effective use of AI tools. The prompt is the interface between the users and large AI language models (LLM – Large Language Model) like ChatGPT. Nobody has to remember that. But you should know that these language models are based on natural language. LLMs are machine learning models. But they generate human-like texts, and that’s precisely why they work so well. The Real GPT Revolution: Prompts are a new form of code that is entered as text and delivers instant results. This makes us all coders— no specialist knowledge required. For users of Prompt Engineering (and we should all become familiar with it): We have to ensure that the texts we generate achieve the desired goals. So embrace the benefits of prompt engineering, but also be aware of the limitations of generative AI. If the prompt isn’t good, the results aren’t good either. Lastly, let’s look at another example of prompting. To do this successfully and give us good results, stick to the three principles described above. Here are a few prompt types to get you started – all created with the free version of ChatGPT. The Pareto Principle Prompt: “I want to learn about [insert topic (we said “daffodils”)]. List the top 20% of insights on this topic and share them with me, so I can understand 80%.” The Pareto Principle Prompt is a practical way to find out more about a topic. The Power Networking Prompt (Perfect for Cold Emails) Prompt: “Give me a cold calling email chain with parenthetical sections that can be customised to specific people or companies.” Perhaps a bit more content than necessary, but definitely useful as a starting point and can be used as inspiration. You can always click “Regenerate Response” to revise the output text, or Enter “shorten” as a prompt if the output is too long for you. Peak into the Mind of Leaders Tap into the collective wisdom of the top Fortune 500 CEOs with this prompt. We entered “green energy”. “Interview a team of CEOs from Fortune 500 companies on [TOPIC/QUESTION]. Create instructions and strategies to make [TOPIC/QUESTION] possible as if these CEOs answered them.” Advancing your Prompt Skills In these examples, we give ChatGPT a plethora of Real Estate data in point form and ask it when might be a good time to buy property in the area. Here is the output: It gives an unbiased answer as we posed a tricky question, “when is it good to buy in the region?”. But this type of prompt can give you a top-level understanding of what is happening in the region. Users of ChatGPT4 can take it a step further and get the AI to create charts to help them visualise the data, simply by asking it to do so. Harness your potential as a Prompt Engineer and explore the boundless opportunities that lie ahead. It’s important to remember that while generative AIs are incredibly capable, they generate responses from vast online data sources and are sometimes flawed. Protecting sensitive data should always be a top priority for you and your organisation. To enhance the value of your data and capitalise on its potential, consider the synergy between your data and ChatGPT. This partnership opens the door to creating fresh and captivating experiences for your customers, positioning you as a leader in the AI revolution unfolding.

Everyone wants generative AI applications and their groundbreaking capabilities, such as creating content, summarising text, answering questions, translating documents, and even reasoning on their own to complete tasks. But where do you start? How do you add large language models (LLMs) to your infrastructure to start powering these applications? Should you train your own LLM? Customise a pre-trained open-source model? Use existing models through APIs? Training your own LLM is a daunting and expensive task. The good news is that you don’t have to. Using existing LLMs through APIs allows you to unlock the power of generative AI today, and deliver game-changing AI innovation fast. How can a generic LLM generate relevant outputs for your company? By adding the right instructions and grounding data to the prompt, you can give an LLM the information it needs to learn “in context,” and generate personalised and relevant results, even if it wasn’t trained on your data. Your data belongs to you, and passing it to an API provider might raise concerns about compromising sensitive information. That’s where the Einstein Trust Layer comes in. (More on this later.) In this blog post, we’ll review the different strategies to work with LLMs, and take a deeper look at the easiest and most commonly used option: using existing LLMs through APIs. As LIKE.TG’s SVP of technical audience relations, I often work with my team to test things out around the company. I’m here to take you through each option so you can make an informed decision. 1. Train your own LLM (Hint: You don’t have to) Training your own model gives you full control over the model architecture, the training process, and the data your model learns from. For example, you could train your own LLM on data specific to your industry: This model would likely generate more accurate outputs for your domain-specific use cases than a general-purpose model. But training your own LLM from scratch has some drawbacks, as well: Time: It can take weeks or even months. Resources: You’ll need a significant amount of computational resources, including GPU, CPU, RAM, storage, and networking. Expertise: You’ll need a team of specialised Machine Learning (ML) and Natural Language Processing (NLP) engineers. Data security: LLMs learn from large amounts of data — the more, the better. Data security in your company, on the other hand, is often governed by the principle of least privilege: You give users access to only the data they need to do their specific job. In other words, the less data the better. Balancing these opposing principles may not always be possible. Get articles selected just for you, in your inbox Sign up now 2. Customise a pre-trained open-source model (Hint: You don’t have to) Open-source models are pre-trained on large datasets and can be fine-tuned on your specific use case. This approach can save you a lot of time and money compared to building your own model. But even though you don’t start from scratch, fine-tuning an open-source model has some of the characteristics of the train-your-own-model approach: It still takes time and resources, you still need a team of specialised ML and NLP engineers, and you may still experience the data security tension described above. 3. Use existing models through APIs The last option is to use existing models (from OpenAI, Anthropic, Cohere, Google, and others) through APIs. It’s by far the easiest and most commonly used approach to build LLM-powered applications. Why? You don’t need to spend time and resources to train your own LLM. You don’t need specialised ML and NLP engineers. Because the prompt is built dynamically into users’ flow of work, it includes only data they have access to. The downside of this approach? These models haven’t been trained on your contextual and private company data. So, in many cases, the output they produce is too generic to be really useful. A common technique called in-context learning can help you get around this. You can ground the model in your reality by adding relevant data to the prompt. For example, compare the two prompts below: Prompt #1 (not grounded with company data): Write an introduction email to the Acme CEO. Prompt #2 (grounded with company data): You are John Smith, Account Representative at Northern Trail Outfitters. Write an introduction email to Lisa Martinez, CEO of ACME. Acme has been a customer since 2021. It buys the following product lines: Edge, Peak, Elite, Adventure. Here is a list of Acme orders: Winter Collection 2024: $375,286 Summer Collection 2023: $402,255 Winter Collection 2023: $357,542 Summer Collection 2022: $324,573 Winter Collection 2022: $388,852 Summer Collection 2021: $312,899 Because the model doesn’t have relevant company data, the output generated by the first prompt will be too generic to be useful. Adding customer data to the second prompt gives the LLM the information it needs to learn “in context,” and generate personalised and relevant output, even though it was not trained on that data. The more grounding data you add to the prompt, the better the generated output will be. However, it wouldn’t be realistic to ask users to manually enter that amount of grounding data for each request. Luckily, LIKE.TG’s Prompt Builder can help you write these prompts grounded in your company data. This tool lets you create prompt templates in a graphical environment, and bind placeholder fields to dynamic data that’s available through the Record page, flows, Data Cloud, Apex calls, or API calls. But adding company data to the prompt raises another issue: You may be passing private and sensitive data to the API provider, where it could potentially be stored or used to further train the model. Use existing LLMs without compromising your data This is where the Einstein Trust Layer comes into play. Among other capabilities, the Einstein Trust Layer lets you use existing models through APIs in a trusted way, without compromising your company data. Here’s how it works: Secure gateway: Instead of making direct API calls, you use the Einstein Trust Layer’s secure gateway to access the model. The gateway supports different model providers and abstracts the differences between them. You can even plug in your own model if you used the train-your-own-model or customise approaches described above. Data masking and compliance: Before the request is sent to the model provider, it goes through a number of steps including data masking, which replaces personal identifiable information (PII) data with fake data to ensure data privacy and compliance. Zero retention: To further protect your data, LIKE.TG has zero retention agreements with model providers, which means providers will not persist or further train their models with data sent from LIKE.TG. Demasking, toxicity detection, and audit trail: When the output is received from the model, it goes through another series of steps, including demasking, toxicity detection, and audit trail logging. Demasking restores the real data that was replaced by fake data for privacy. Toxicity detection checks for any harmful or offensive content in the output. Audit trail logging records the entire process for auditing purposes. How the Einstein 1 Platform works The Einstein 1 Platform abstracts the complexity of large language models. It helps you get started with LLMs today and establish a solid foundation for the future. The Einstein 1 Platform powers the next generation of LIKE.TG CRM applications (Sales, Service, Marketing, and Commerce), and provides you with the tools you need to easily build your own LLM-powered applications. Although Einstein 1 is architected to support the different strategies mentioned earlier (train your own model, customise an open-source model, or use an existing model through APIs), it is configured by default to use the “use existing models through APIs” strategy, which lets you unlock the power of LLMs today and provides you with the fastest path to AI innovation. The Einstein 1 Platform combination of Prompt Builder and the Einstein Trust Layer lets you take advantage of LLMs without having to train your own model: Prompt Builder lets you ground prompts in your company data without training a model on that data. The Einstein Trust Layer enables you to make API calls to LLMs without compromising that company data.

Customer expectations have never been higher. According to our research, 88% of customers say the experience a company provides is just as important as its products or services. Yet 82% of mobile workers struggle to balance speed with quality when providing field service. That’s why you need the best field service management software to make the customer experience as effective as your service. But what sets the best field service management software apart? It all comes down to which solution can deliver a quick return on investment (ROI) — and that’s where AI comes in. With AI and automation, your mobile workers can become more efficient in the field, helping you save money. Getting started with AI technology in your field service can help you get the most from your investment. Why AI is key for the best field service management software We’ve found that 78% of high-performing field service businesses already use field service management software with AI — and 83% use workflow automation. These organisations report improvements in worker productivity, customer satisfaction, cost reduction, and brand loyalty — all of which contribute to faster ROI.With AI, customer data, and your CRM unified in a mobile platform, your mobile workers have everything they need in one spot. They won’t waste hours searching for information or performing repetitive data entry. They can even generate a detailed work summary so they can move on to the next job in less time. The result? Greater productivity, a quicker return on your investment, and a better employee experience. In fact, 93% of mobile workers in high-performing organisations say job satisfaction is a major benefit of using field service management software. Get articles selected just for you, in your inbox Sign up now How to improve your team’s productivity with AI and automation Generative AI, a type of advanced AI that takes a set of data and uses it to create something new, can help your field service operations run smoother. Here are a few examples of how the best field service management software can help your mobile workers improve productivity before, during, and after visits. AI can proactively brief your mobile workers on past service interactions, asset history, offers, and communications, so they’re set up for success before they even head out to a customer’s site. Generative AI can create automated work summaries after jobs are completed, saving time for your team. Your mobile workers can use AI-powered tools like chatbots to schedule appointments, get real-time alerts, and find answers to questions. AI can suggest upsell opportunities based on a customer’s purchase and service history, enabling your mobile workers to grow revenue. New employees and contractors can onboard quickly with AI-generated knowledge base articles and guides. Meanwhile, automation can speed up workflows for creating a new account, placing an equipment order, or scheduling service. In fact, 95% of high-performing companies save time with process and workflow automation. How to get started with field service management software Even the best field service management software can only deliver results if your mobile workers use it to its full potential. So how do you get started? To answer that question, we talked to Kim Campbell, Lead Researcher, Research and Insights for Field Service at LIKE.TG. She’s accompanied many mobile workers on a wide variety of on-site visits through every stage of a major rollout. Here’s what she recommends to help your team succeed: Align on your objectives: It’s important to get your team and stakeholders aligned on what your AI-powered software needs to accomplish and why. “Asking the right questions can get you started on the right path,” said Campbell. “For example, what are your goals? How will the best field software management software help you achieve those goals? And how will you determine ROI and what success looks like?” Create a rollout strategy: Many organisations take a phased approach to rolling out new enhancements such as AI-powered productivity tools. Campbell recommends creating a pilot team to use the software before introducing it to the rest of the company. “A new platform can be a big change,” she said. “You need to build trust. So always ask yourself: how can we break this into manageable phases? How can we bring people along on the journey?” Set expectations: As with any new tool, productivity may see a temporary dip as contractors and workers learn new processes and software — but only at first. “There may be acute anxieties around change management for these technologies,” said Campbell. “Make sure to articulate how the software will help them. For example, how will AI minimise busywork once they’re up to speed?” Identify champions: Find tech-savvy team members who can inspire your field service team to give the software a shot. “I call them ‘friendlies,’” said Campbell. “They’re people who really care about the technology, and who might be more patient and adaptable as you adjust to a new software platform. They can help with the rollout by answering questions and demonstrating how the software works.” Accelerate training with video and generative AI: A comprehensive training program should include a mix of in-person training and video modules. You can also deliver AI-powered suggestions within your field service app to help your mobile workers ramp up faster. Here’s the bottom line: in a fiercely competitive market, the future of field service belongs to the agile. The most successful field service organisations will be the ones that improve efficiency, grow revenue, and adapt to customers’ changing needs. When your field service management software has AI and automation, your mobile workers are set up to successfully deliver efficient, effective customer service – every time. Be a great field service leader Improve your skills in people management, operations, mobile technology, and customer relationships on Trailhead, LIKE.TG’s free online learning platform. Start learning +5,800 points Trailmix Field Service Leader

Great customer service doesn’t always involve an agent. We’ve found that 59% of customers prefer self-service tools for simple questions and service issues. Your customers can easily get the answers they need with knowledge base articles, which are informative help articles on your site. They can find what they need at any time (even at 3 a.m.), which frees up agents to focus on more complex service requests. Service agents can also use knowledge base articles to solve customer problems and reduce their average handle time. This blog post will tell you everything you need to know about creating a knowledge base article. You’ll learn what a knowledge article is, why they’re important, what to include when you’re writing, and tips and tricks (like generative AI) to help you get started. What is a knowledge base article? A knowledge base article is a web page that answers a frequently asked question, troubleshoots a problem, or helps your customers use your products and services. They often include written directions and responses, but can also include images, videos, links, and other multimedia elements. Knowledge base articles typically live within a central place on a company’s website or platform —this could be a help centre, FAQ page, or a support portal. This hub should make it easy for your customers to find the answers they’re looking for. While the structure of this hub will vary based on the needs of your business and your customers, it should have a search function, article tags based on your offerings, and titles that make it clear what the article is about. If your contact centre has a chatbot, it can surface information from knowledge articles in response to a customer message. Very soon, chatbots with generative AI technology will be able to answer service questions and give better, more personalised responses by pulling from the knowledge base. Why are knowledge base articles important? Here are the top three reasons why knowledge base articles are important to your business: Providing a better service experience: Customers are 10x more likely to use self-service than contacting a service centre directly. Having a knowledge hub where your customers can easily find answers gives them the service experience they want and allows them to get service 24/7. Reduce caseload on your contact centre: As more customers solve their problems independently, fewer cases require agent support. This frees up agents to focus on solving more complex customer issues and reduces overall contact centre caseload. Cut down average handle time: As agents solve unique cases and formalise institutional knowledge into articles, more agents can use that information to solve their cases faster and reduce average handle time. Research shows that using knowledge base articles can result in 33% faster resolution. How to write a knowledge base article This section will walk you through the important steps to take before writing a knowledge base article, which elements to include, and some helpful tips to make it even easier to write a knowledge article. Before writing a knowledge article There are a few steps you want to take ahead of writing your article —the first is figuring out which topic to write about. Consider these three questions when identifying the right topic for your article: What are the most common questions you get service requests for? What are the most common issues your customers need help with? What information would help your customers get the most out of your products and services? Once you’ve identified the most common issues, make sure you don’t already have a knowledge article about this topic. If an article already exists, decide if it needs to be edited to add updated information. If no article exists on that topic yet, it’s time to start writing! Good service starts with knowledge Give customers and agents the right information, at the right time, and in the right format to deflect or close cases successfully. Discover how on Trailhead, LIKE.TG’s free online learning platform. Start learning +3,300 points Trail Enhance Your Service With Knowledge 4 components of a good knowledge base article A clear title: Let your customer know what your article will cover in the title. Ensure that the headline is clear, concise, and accurately describes the content within the article. This also makes the article easier to find. Bulleted lists or subheadings: Make your knowledge article easy to skim so your customers don’t need to read every word to find what they need. Create bulleted lists or subheadings that show what’s covered in each section. If you’re writing a tutorial, write step-by-step instructions — including which buttons or menu items to click — and put them in chronological order. Images, links, or videos: Give your customers as much detail as you can so that they can successfully solve the issue on their own. Add screenshots, images, links to other articles, or videos to your article to help them. Simple language: Write in a way that can be easily understood by everyone. Do your best to avoid jargon that specifically relates to your product and service. Your customers won’t have as much product knowledge as you, so use simple language in each step of your article. What a complete knowledge base article looks like Here’s an example of a knowledge base article we created for a fictional payment software, called ZapPay. This knowledge article would help ZapPay customers link their bank account to their ZapPay account. Connect your bank account to your ZapPay account Overview Find out how to connect your ZapPay account to your bank account to send money, pay bills, and transfer ZapCash into your bank account. TIP: Make sure you have your bank account and routing numbers handy before you start this process. Log in to your ZapPay account. From the dashboard, tap your name and then click Profile. Select “Connect Bank Account.” From there, a popup window will show up on your screen. Input your bank account number in the text box labeled “Account number” and your routing number in the text box labeled “Routing number.” Double-check that your details are correct before moving forward. Once you’re done, select “Save.” Within 24 hours, you’ll see a ZapPay withdrawal of ten cents or less come through your account and then a refund for that same amount shortly after. This is to ensure that you can successfully withdraw and deposit money between your ZapPay account and your bank account. Congratulations! You’ve successfully connected your ZapPay to your bank account! If you need any additional help, see the links below: Add money into my ZapPay account Transfer money from ZapPay into my bank account Disconnect bank account Add credit card to ZapPay account 3 simple tips to get started with knowledge base articles (hint: AI) Now that you’ve got what you need to write the perfect knowledge base article, here’s how you can get started. Pull information from old case logs and notes to ensure that you’re including as much detail as possible and that you’re following the same steps to get a resolution. To ensure accuracy and readability, work with a manager to set up a knowledge article approval process. This will ensure that grammar and spelling are correct, that the information is accurate, and that article formatting is uniform across the hub. Connect a generative AI tool to your service console and have it create the first draft of your knowledge article based on conversation details and CRM data for your experienced agents to review. This will save you time and help you get your articles out faster. Now you know what a knowledge base article is and why they’re important for both customers and agents. Start writing articles today to give them both an awesome service experience and increase the efficiency of your contact centre. Get articles selected just for you, in your inbox Sign up now

Recent rapid leaps forward in generative artificial intelligence (AI) have inspired both hope and hesitation. How can we best harness this new power to help our businesses? And more importantly, how can we harness it responsibly?Collected here are some of the most interesting and surprising AI quotes from top AI and business experts on how AI will affect our businesses and our lives.These are people who design AI systems as well as leaders at organisations that are adopting this technology at a rapid pace.Quotes by TopicAI quotes on business impactAI quotes on salesAI quotes on workforce readinessAI quotes on the future of workAI quotes on trustAI quotes on ethics and privacyAI quotes on business impactAccording to McKinsey, 40% of C-suite executives anticipate spending more on AI in the coming year. That’s because businesses need to begin implementing their own AI strategies at lightning speed. How are successful companies going to manage this rapid adoption cycle?“Artificial intelligence and generative AI may be the most important technology of any lifetime.” [watch video]— Marc Benioff, chair, CEO, and co-founder, LIKE.TG“There’s no question we are in an AI and data revolution, which means that we’re in a customer revolution and a business revolution. But it’s not as simple as taking all of your data and training a model with it. There’s data security, there’s access permissions, there’s sharing models that we have to honour. These are important concepts, new risks, new challenges, and new concerns that we have to figure out together.” [watch video]–Clara Shih, CEO, LIKE.TG AI“Right now, people talk about being an AI company. There was a time after the iPhone App Store launch where people talked about being a mobile company. But no software company says they’re a mobile company now because it’d be unthinkable to not have a mobile app. And it’ll be unthinkable not to have intelligence integrated into every product and service. It’ll just be an expected, obvious thing.” [watch video]— Sam Altman, co-founder and CEO, OpenAI“We see the wave coming. Now this time next year, every company has to implement it — not even have a strategy. Implement it.” [read more]— Emad Mostaque, founder and CEO, Stability AI“The playing field is poised to become a lot more competitive, and businesses that don’t deploy AI and data to help them innovate in everything they do will be at a disadvantage.” [read more]— Paul Daugherty, chief technology and innovation officer, Accenture“The reality is that being unprepared is a choice. The benefits come when we see AI as a tool, not a terror, and bring it into our sales motions.” [read more]— Anita Nielsen, president, LDK Advisory Services“Harnessing machine learning can be transformational, but for it to be successful, enterprises need leadership from the top. This means understanding that when machine learning changes one part of the business — the product mix, for example — then other parts must also change. This can include everything from marketing and production to supply chain, and even hiring and incentive systems.” [read more]— Erik Brynjolfsson, professor and senior fellow, Stanford Institute for Human-Centered AI; director, Stanford Digital Economy Lab; and co-founder and co-chairman, WorkhelixAI quotes on salesGenerative AI is transforming the sales landscape with intelligent business tools that improve customer engagement, create more personalised interactions, and optimise sales processes, so reps can sell more, faster. How will this all change our fundamental approach to sales?“When deploying AI, whether you focus on top-line growth or bottom-line profitability, start with the customer and work backward.” [watch video]— Rob Garf, vice president and general manager, LIKE.TG Retail“The future of sales is to serve, not sell. Generative AI gives us guidance that’s so personal and precise, we’re always presenting the most relevant solutions — no pushing required.” [read more]— Marcus Chan, president and founder, Venli Consulting Group“Turn your sales org into a sales lab. Give generative AI tools to your sellers and tell them to experiment until they find the applications they love. That’s how we’ll train sellers — not from the top down, but from the bottom up.” [read more]— John Barrows, CEO, JB Sales“It’s about making connections through the data that you might not have made as a human being. AI has the uncanny ability to tease out things about the consumer you might never think about.”— Ryan Bezenek, vice president of IT, Ariat International“Sales AI is making it easier and better to work, but not by taking jobs from sales reps. Deals are won by having a conversation, and I think you’re always going to need a person to have that relationship and build that rapport with the customer. What we want to do is leverage AI so that they can do more of that.” [read more]— Cory Benz, revenue operations manager, CrexiAI quotes on workforce readinessWhile AI will certainly change how we work, the experts we spoke to don’t foresee huge spikes in unemployment related to AI, or a future with most of us out of work. Instead, they predict a skill shift, and talent redeployment issues that will need to be addressed. Most experts are speaking of AI as a co-pilot who helps human workers do their jobs more quickly and with more precision.“It’s natural to wonder if there will be a jobless future or not. What we’ve concluded, based on much research, is that there will be jobs lost, but also gained, and changed. The number of jobs gained and changed is going to be a much larger number, so if you ask me if I worry about a jobless future, I actually don’t. That’s the least of my worries.” [watch video]— James Manyika, senior vice president of research, technology and society, Google“Humans need and want more time to interact with each other. I think AI coming about and replacing routine jobs is pushing us to do what we should be doing anyway: the creation of more humanistic service jobs.” [watch video]— Dr. Kai-Fu Lee, chairman and CEO, Sinovation Ventures“It’s not about displacing humans, it’s about humanising the digital experience.” [watch video]— Rob Garf, vice president and general manager, LIKE.TG Retail“Every team in your organisation is looking to the IT team to help them deliver AI powered experiences. And I know we don’t want to admit it, but IT doesn’t have all the answers. Because AI isn’t as easy as just turning it on. Delivering great AI experiences requires time, expertise and data.” [watch video]— Ahyoung An, senior director, product management, MuleSoft“In most of the use cases we’re seeing, even in business — and there are a ton of interesting uses in business — [AI is] generally about making a human more productive. That’s where it’s really good today. And the companies, for a variety of reasons, both for what it’s good at, but also for legal liability, none of them are saying ‘Here, run this AI script and just let it go.’ They always talk about a human in the loop.” [watch video]— Ina Fried, chief technology correspondent, AxiosAI quotes about the future of workSo we know that the way we work will be changing, with many processes becoming automated, and a refocus on those skills that only humans have. Being able to make judgment calls, think creatively, and practice emotional intelligence are skills that will stay in high demand — and these skills are not easily replicated by AI. As companies become more automated, there will be heavy competition for workers who can use this technology efficiently.“I’ve long believed that AI won’t just enhance the way we live, but transform it fundamentally. … AI is placing tools of unprecedented power, flexibility, and even personalisation into everyone’s hands, requiring little more than natural language to operate. They’ll assist us in many parts of our lives, taking on the role of superpowered collaborators.” [read more]— Silvio Savarese, executive vice president and chief scientist, LIKE.TG AI Research“I think the future of global competition is, unambiguously, about creative talent, and I’m far from the only person who sees this as the main competition point going forward. Everyone will have access to amazing AI. Your vendor on that will not be a huge differentiator. Your creative talent though — that will be who you are. Instead of chasing that race to the bottom on labor costs, invest in turning your talent into a team of explorers who can solve amazing problems using AI as the tool that takes the busy work out. That is the company that wins in the end.” [watch video]— Vivienne Ming, executive chair and co-founder, Socos Labs“I think what makes AI different from other technologies is that it’s going to bring humans and machines closer together. AI is sometimes incorrectly framed as machines replacing humans. It’s not about machines replacing humans, but machines augmenting humans.” [watch video]— Robin Bordoli, partner, Authentic VenturesAI quotes about trustTrust and transparency are key areas of focus in AI. AI isn’t inherently good or bad, but the data that powers it can be biased and cause outputs that are toxic or perpetuate discrimination. Organisations also need to be clear with customers about how they’re using AI, how their data works with our AI systems, and what information they see is AI-generated.“The future of consumer goods is CRM + AI + Data + Trust. You can’t think about these things in a silo and you can’t think about them as separate investments. All of them work together in a continuous loop to help you unlock the step change and amazing transformation ahead of you.” [watch video]— Najah Phillips, senior product marketing manager, LIKE.TG Consumer Goods Cloud“The world of enterprise software is going to get completely rewired. Companies with untrustworthy AI will not do well in the market.” [watch video]— Abhay Parasnis, founder and CEO, Typeface“There’s a real danger of systematising the discrimination we have in society [through AI technologies]. What I think we need to do — as we’re moving into this world full of invisible algorithms everywhere — is that we have to be very explicit, or have a disclaimer, about what our error rates are like.” [watch video]— Timnit Gebru, founder and executive director at The Distributed AI Research Institute“While I don’t necessarily subscribe to all the hype — or hysteria — around AI, I do believe in AI’s transformative potential and I’m encouraged to see Trust become as central to the AI conversation as the technology itself. And I feel heartened that more and more of us think about the ethical implications of today’s most exciting innovations, and take steps today to ensure safe, trustworthy AI tomorrow.” [read more]— Paula Goldman, chief ethical and humane use officer, LIKE.TG“If your users can’t trust the technology, you’re not going to bring it into your product. And so we pour a lot of resources and effort behind closing potential risk factors, like toxicity or bias, [so we’re] able to give our customers comfort about the data that was used as part of training.” [watch video]— Aiden Gomez, co-founder and CEO, Cohere“I think trust comes from transparency and control. You want to see the datasets that these models have been trained on. You want to see how this model has been built, what kind of biases it includes. That’s how you can trust the system. It’s really hard to trust something that you don’t understand.” [watch video]— Clem Delangue, co-founder and CEO, Hugging Face“When I talk to experts in the field, the area they’re most concerned about is misinformation. …I think we’re going to have to get better and that means companies coming up with automated tools. It means watermarking videos and other things so that we know they were created artificially. It means having a provenance chain so that you can tell this is footage that was legitimately captured from a device and here’s everything that’s happened to it along the way.” [watch video]— Ina Fried, chief technology correspondent, Axios“There is a silver lining on the bias issue. For example, say you have an algorithm trying to predict who should get a promotion. And say there was a supermarket chain that, statistically speaking, didn’t promote women as often as men. It might be easier to fix an algorithm than fix the minds of 10,000 store managers.” [watch video]— Richard Socher, CEO and founder, You.com“A lot of times, the failings are not in AI. They’re human failings, and we’re not willing to address the fact that there isn’t a lot of diversity in the teams building the systems in the first place. And somewhat innocently, they aren’t as thoughtful about balancing training sets to get the thing to work correctly. But then teams let that occur again and again. And you realise, if you’re not thinking about the human problem, then AI isn’t going to solve it for you.” [watch video]— Vivienne Ming, executive chair and co-founder, Socos Labs“With great power comes great responsibility, and that responsibility comes in the form of security and privacy. This battle between data protection and business objectives is not new — most of us are very used to balancing speed and cool new technology with safety.” [watch video]— Suzie Compton, senior director, product management, LIKE.TG Privacy and Data ManagementAI quotes about ethical and privacy considerationsAI experts universally agree that there needs to be more discussion and collaboration around AI ethics, privacy, and government regulation. These will continue to be areas that change as technology advances and regulations play catch up.We’re seeing a kind of a Wild West situation with AI and regulation right now. The scale at which businesses are adopting AI technologies isn’t matched by clear guidelines to regulate algorithms and help researchers avoid the pitfalls of bias in datasets. We need to advocate for a better system of checks and balances to test AI for bias and fairness, and to help businesses determine whether certain use cases are even appropriate for this technology at the moment.”— Timnit Gebru, founder and executive director at The Distributed AI Research Institute“We’re just trying to race to keep up with the societal impact of all this. And one of the reasons for creating Stability was so that we could create some standards … A lot of the standards around the industry right now, I think are incorrect. Like, scrape the whole internet and then just try and tune it back in the preferences. … If I watched all of YouTube, I’d be a bit crazy too.” [watch video]— Emad Mostaque, founder and CEO, Stability AI“I think it’s promising that we have policymakers who are trying to get smart about this technology and get in front of risks before we’ve had mass deployment across the product space. I think there are some very obvious things that we need to establish, one of which is the right to know whether you’re consuming content from a bot or not.” [watch video]— Clem Delangue, co-founder and CEO, Hugging Face“The problem that needs to be addressed is that the government itself needs to get a better handle on how technology systems interact with the citizenry. Secondarily, there needs to be more cross-talk between industry, civil society, and the academic organisations working to advance these technologies and the government institutions that are going to be representing them.”— Terah Lyons, founding executive director, Partnership on AI and affiliate fellow, Stanford Institute for Human-Centered AI“In this era of profound digital transformation, it’s important to remember that business, as well as government, has a role to play in creating shared prosperity — not just prosperity. After all, the same technologies that can be used to concentrate wealth and power can also be used to distribute it more widely and empower more people.” [read more]— Erik Brynjolfsson, professor and senior fellow, Stanford Institute for Human-Centered AI; director, Stanford Digital Economy Lab; and co-founder and co-chairman, WorkhelixDive deeper into AIWhen it comes to the potential of AI, experts from the business and AI fields are thoughtful, inspired, and hopeful. Subscribe to the Ask More of AI newsletter on LinkedIn to stay up to date with the latest on AI .

When you think of a copilot, the first thing that comes to mind is probably an airplane. Until now, a copilot has been that person sitting in the second chair in the cockpit, helping the captain on your flight. But sometime last year, the term “copilot” started to trend in a big way in the artificial intelligence (AI) space. Take all of the generative AI technology you’ve come to know and love in apps like ChatGPT, Bard, and Einstein. Now, place that right in the flow of your work —or in that second chair, if you will. At its most basic level, an AI copilot is an AI assistant that can help you accomplish routine tasks faster than before. While the introduction of the modern copilot is linked to the launch of GitHub Copilot in 2021, these AI assistants go back even further. Since the 1990s, AI copilots —which, back then, were basic chatbots like ELIZA and Jabberwacky or virtual assistants like IKEA’s Anna —have been popping up in everything from your email platform to shopping, banking, and medical applications. Here’s the difference between now and then. Imagine you’re booking a business dinner with a client based in a different city. Before the world of AI copilots, you’d first scan the client’s customer relationship management (CRM) record to check for any dietary preferences. Next, you’d open the Resy app and spend far too long looking for a suitable restaurant with availability. Then, on to Expedia to make your travel and lodging reservations, and, finally, your email app to send a charmingly personalised confirmation to your customer. At minimum, you’d be looking at four different apps and at least a half hour of drudgery. Now imagine, instead, that you simply use one app: your trusty AI copilot. Instead of taking four different actions over the course of minutes or hours, you type, “Book dinner with Ted next Thursday.” All the steps above still take place, but the research happens in the background, and mostly without your intervention. Beyond the obvious time savings and the inherent sci-fi novelty, it’s hard to fully articulate the value of this transformation through traditional metrics. These assistants will do the work of dozens of apps to help us build reports faster, craft customer service replies with relevant answers, draft sales emails, send flowers to our bosses, and more. But first, how do they work? How does an AI copilot work? At the heart of AI copilots are powerful building blocks called copilot actions. A copilot action can encompass almost any single task or a collection of tasks for a specific job. These may include: Updating a CRM record. Generating descriptions for new products using your existing CRM data. Composing messages to customers. Handling a range of use cases. Summarising transcripts for a live service agent. Highlighting the most relevant information from meeting notes. These tasks can be “invoked,” or arranged and executed, in any order and are done so autonomously by the AI copilot. This ability to understand requests, reason a plan of action, and execute the needed tasks is what makes these systems and experiences unique. The AI copilot can handle a lot of instructions and learns from that. So, the more actions, the more capable the copilot. Stacked together, actions allow your copilot to perform a dizzying array of business tasks. For example, a copilot can help a service agent quickly resolve an issue in which a customer was overcharged for an order. Or it can help someone in sales trying to close a deal. Want more? Let’s put our copilot into action. Take the example of setting up dinner with your client, Ted. If you use Einstein Copilot, it would know Ted’s initial context, like their name and CRM session history, but it would require a bit more information from you, like the date and time. It could then execute on that and respond with any other questions it may have: It might ask you to clarify which Ted you want to meet with (if you have multiple contacts named Ted) and what type of cuisine Ted prefers. What’s nice about Einstein and other copilots at this level is that it feels like you’re talking with a coworker — but you’re actually chatting with your robust data, which the copilot is serving up in a new conversational way. The AI copilot decides which actions to trigger and then generates runtime dialogues, paraphrasing the actions’ output-data in everyday human language. So, it feels like you’re having a fairly sophisticated conversation with your AI assistant. And then dinner gets set up with little effort on your part. “We’re just telling the system, ‘Hey, do this task,’” said Carlos Lozano, director of product management at LIKE.TG AI. “But behind the scenes, the copilot is orchestrating a complex workflow of business processes and data to deliver a result that would have previously required the user to access multiple actions.” What different types of AI copilots exist? Although the concept of a copilot is fairly new, this technology has existed for a while. Have you ever chatted with a customer service representative only to realise they weren’t a person, but a bot? That’s a type of copilot. It helped you with basic customer service questions, but often couldn’t really get to the important details of your issue. Likely frustrated, you then turned to an actual human for help. Chatbots got more sophisticated with the launch of ChatGPT, Dall-E, Google’s Gemini, and Microsoft’s Bing Chat. Those generative AI platforms — let’s call them Chatbot 2.0 — can help craft emails, write code, generate images, and analyse data. With AI copilots, the interactivity becomes even more conversational, with your own AI assistant working behind the scenes to help improve everything you do. In addition to LIKE.TG, a number of other companies have introduced copilot products to the market, including Microsoft and GitHub, and even Apple is working on one. There are more niche industry-focused AI copilot companies like real-estate digital marketing company LuxuryPresence, healthcare-focused Nabla, and finance-focused ArkiFi. The copilot goes to the next level when it’s connected to data and metadata. What’s metadata? It’s the tagging system that defines your data. For instance, “first name” is the metadata that would define “Ted” in our example. This metadata makes it easier to find, use, and merge your proprietary data. So, this is what separates a workable copilot from a truly exceptional one — one that is super relevant for your everyday work. Here’s the main takeaway: When you are researching adding an AI copilot to your business, determine whether it will simply use external source information, like ChatGPT, or whether you’ll be able to safely connect it to your structured and unstructured data sources. Why you should use an AI Copilot By now, you’re probably familiar with at least one or two large language models (LLMs) like OpenAI’s GPT-4 or Google’s Gemini. These models power chatbots like ChatGPT that are fun to play with and are great for certain tasks. Some, however, only contain data through early 2022, so their responses can be limited. And those models only have access to public information about your business — they don’t have access to your trusted CRM information and data. This means they can’t help you craft relevant customer service answers or supply the juiciest sales opportunities. Nor can they act on your behalf to, say, reply to an email or book a flight. But an AI copilot can do all of the above. Okay, back to your dinner with Ted. You had a successful trip. Now, maybe you want to thank him with a gift basket from his favourite bakery. Because your copilot already has the requisite actions to look up Ted’s CRM contact and account to find his favourite bakery, and to charge goods on your behalf, all you’d need to do is type, “Send Ted his favourite muffins.” Of course, this is only a rudimentary example comprising a couple of copilot actions. Imagine what you could do with an AI copilot capable of orchestrating hundreds, or even thousands, of building blocks in virtually infinite combinations. The gains in efficiency apply to an excitingly wide range of job types. For example, a retail marketer can write product descriptions in numerous languages in just minutes, a healthcare clinician can review X-rays and lab results for multiple patients and help doctors make diagnoses, and a finance worker can use a copilot to analyse reams of data to propose various investment outcomes. The use cases and scenarios go on and on. If it seems like everything related to AI is happening at a breakneck pace — especially when it comes to how you work —and it’s making your head spin, you’re not alone. But you don’t have to be … alone, that is. You’ll have your trusted AI copilot. “With an AI copilot, you can quickly and easily become more efficient and productive, no matter the industry you work in,” Lozano said. “Having a conversational, generative AI-based assistant will truly let you offload those routine tasks while allowing you to interact and engage with data like never before. And that is the beauty of it.” Carlos Lozano, director of product management at LIKE.TG AI, contributed to this article.

Get ready, world: AI assistants may become your new business BFF. Imagine writing an email in 20 seconds instead of 20 minutes, completing hours of research in minutes, or automatically receiving a full summary of a customer’s service history.These timesavers demonstrate the power of an AI assistant, or copilot. It’s the next level of innovation within generative artificial intelligence (AI) technology, where you simply tell a assistant what to do for you, right in the flow of your work. While hundreds of millions have flocked to AI platforms over the past year, an AI assistant takes them to a whole new level. You won’t find this assistant on a website. It shows up as a conversational AI interface integrated with your everyday workflow, whether it’s a customer relationship management (CRM), email, or other system specific to your industry. An assistant makes you more productive by doing work on your behalf. The best part? You just tell it, in plain language, what you want it to do and it does it for you. The technology is now being applied across sales, service, marketing, retail, and many other industries and roles. If you’re a knowledge worker (that is, anyone who works with information), an AI copilot is for you. A report by the Oliver Wyman Forum found 55% of global workers are already using generative AI at least once a week, but the expected productivity gains have been lacking. The turning point, however, is coming as generative AI integrates into daily workflows. That, the report predicts, will propel massive productivity gains to the tune of 300 billion hours saved annually by 2030. So, how do these productivity workhorses get the job done? Just like the major AI platforms, AI assistants use large language models (LLMs) to parse immense amounts of data in seconds. But they take the outputs further by performing tasks on your behalf. Given their unprecedented functionality, AI assistants are expected to transform every business function. Many companies are jumping in as early adopters. You might be thinking, “How could I use an AI copilot at work?” To help answer this, we’ll break down the most common ways to use AI assistants at work, as well as look at how companies are planning ahead with this technology in mind. AI assistants for salespeople Andrew Russo, enterprise architect at Baca Systems, an industrial equipment supplier, envisions many ways of using an AI assistant. First up: sales emails.“We found that salespeople spend up to 20 minutes writing one custom email to a customer,” he said. “Being able to dish out more emails would be a high-value thing for us.” Picture your sales and marketing teams equipped with an AI in CRM assistant that drafts individualised emails, customised with the information that will resonate with each audience. These aren’t run-of-the-mill, generic messages. Generative AI can use CRM information about past interactions, or automatically segment your audience to create emails with a personalised feel that can dramatically increase engagement rates. Salespeople can also use an assistant to prioritise. Imagine starting your day by asking your computer to give you the top three sales leads. An assistant can do that, and also provide context. Why is the customer a good prospect? Generative AI can flag recent news from the company indicating, for example, that it plans to invest in new markets or expand its product portfolio. Once you’ve contacted a lead, an AI assistant can support you by summarising conversations and highlighting customer needs, preferences, and all commitments made. It can also create complete sales summaries by merging call details with broader account information and historical data. Don’t know how to move a deal forward? An AI assistant can review contacts, recent emails, calls, and customer meetings, and recommend next-best actions. For example, if a customer’s decision-makers are ready to buy, the assistant might recommend the right time to send them detailed information about your products and services. The assistant can even suggest optimal meeting times, based on the customer’s known preferences. Then, it can: Generate a suggested task list. Draft an email to decision-makers, which you can review before sending. Mark the deal as closed and update the opportunity, including the sales amount. This kind of end-to-end support represents what’s possible when your AI assistants has access to all the data in your organisation. While many companies have different sets of data siloed in different departments, those who can bring different types of information from different sources into one organised system will reap the full benefits of AI copilots. AI assistant for service teams If you work in customer service —or have ever interacted with a service department —you know chatbots aren’t anything new. With an AI assistant, though, you supercharge an agent’s ability to resolve problems. AI assistants can often gather the most relevant information about a customer, in real time, to help agents resolve cases faster, freeing them up to troubleshoot more complex problems. Consider this scenario: A customer says they were overbilled for their monthly internet expense. In this case, the agent simply asks its assistant to: Retrieve the relevant billing information based on the date range provided by the customer. Get the purchase order and contract terms for the subscription. Compare how much higher this time period’s bill is compared to the same time period last year. Gather product usage information and analyse whether the usage has increased. Find out if pricing or contract terms have changed. Create a proposal for how to address the issue. In the past, gathering this information would require an agent to access several different systems or departments. That takes lots of time and, in many cases, frustrates the customer and the agent. AI assistants for self-service customers The verdict is in: Customers prefer to not call you for routine questions. LIKE.TG research shows 57% of customers prefer to deal with companies through digital channels, like text and chat, for simple issues like checking order status or changing a mailing address. How can an AI assistant make these interactions better? Instead of providing links to help customers complete a task, the way many chatbots currently do, an AI assistant can serve up personalised data that draws from your information bank (also known as a knowledge base), customer data, and other sources. This gives self-service systems much more depth, with conversational abilities that are more like a human-to-human conversation. Because the assistant is pulling data from across your organisation, it can answer questions about orders (When will it arrive? Can you change the shipping address?) and specific customer account data (When is my next payment due?). It can also take actions that previously required a human, like closing an account or mailing a replacement card. AI assistants for retailers Product recommendation engines have been used by brands for years, but they lack the granularity and personalisation that customers expect. An AI assistant changes the game. Now, a customer can enter a simple prompt like “show me short-sleeved pink dresses I can wear to a June wedding” on a retailer’s website and get relevant choices. In the background, the AI assistant is using its knowledge of natural-language prompts to quickly return the best results to the shopper. In this way, an AI assistant can act as a digital concierge, helping the customer discover the perfect product, with minimal hassle. Assuming the customer is a known shopper, the assistant would use the customer’s profile to understand their intent, and make recommendations based on past purchases, affinities, and service records. For example, it wouldn’t bother recommending a product similar to something the customer has returned in the past.AI assistants are also a game-changer for retail teams. They can automate complex tasks like managing multiproduct catalogue data and personalising product promotions, simply by telling the assistant to perform those tasks. They can also craft product descriptions based on historical data that shows what copy has converted well in the past, as well as write product descriptions in multiple languages. The most recent State of Commerce report found that, while AI adoption is nascent in retail organisations, early adopters are saving an average of 6.4 hours per week. Retail marketers, for example, can save loads of time by asking their assistant to create a targeted promotion for, say, hiking boots for loyalty program members. AI assistants for marketers Marketing teams spend lots of time analysing trends, understanding customer preferences, developing segmentation strategies, and establishing competitive positioning. They’re also deeply invested in content creation to personalise their messaging Imagine if a trusted assistant could do that work for you. You can ask your AI helper to: Closely analyse historical customer data to identify narrower segments, and tailor marketing messages on a more personal level. Write marketing copy unique to each customer segment. Track and understand how your customer is engaging with you at every step of the relationship – then suggest next-best actions. Use existing customer data to infer which topics and channels customers prefer, and then personalise the products, articles, and other information they’ll see there. Understand how customers prefer to receive communications and what they’re interested in, and prioritise those message types and relevant content. AI assistants = smarter workdays for everyone AI can already automate repetitive tasks, process and analyse large volumes of data quickly, and help you make data-driven decisions across any department. Now, with AI assistants, we’re at a productivity inflection point similar to how PCs revolutionised the way people tackle business tasks and communicate. The breakthrough now is twofold: Business users can ask their AI assistant for what they want. The assistant goes to work in the background, provides an answer in seconds, and takes action accordingly. This is the kind of futuristic, “I can’t imagine that ever being possible” stuff from “The Jetsons.” With the right protocol and prompt systems in play, the split-second answers you get from your assistant are grounded in business data from across your organisation, not just a sales, marketing, or customer service system. Actions built for assistant have access to all this business data, plus data that previously couldn’t be analysed like PDFs, web pages, and emails. AI assistants are “a really a big shift from the idea of people thinking we’re going to automate them out of a job to showing them that we’re helping them close more deals and serve customers better,” said Russo. It’s not just about speeding up the usual mundane tasks. It’s about redefining what you can achieve in a day’s work.

According to the State of Sales report, reps spend only 28% of their week selling. The rest? Manual work, planning, maintaining deal records. Ideally, reps would spend more time with prospects and customers, but unless they have sales support to handle the 72% of non-direct-selling work, that face time won’t happen. Learn how sales support can help free your sellers up to focus on relationships, turning your sales team into a closing powerhouse. What you’ll learn: What is sales support? 5 functions of sales support Why is sales support important? Benefits and risks of sales support 3 tools to support your sales team What is sales support? Sales support is a function or role that handles administrative tasks like maintaining customer records, managing sales leads, and answering customer queries. On some sales teams, this includes business development representatives (BDRs) and sales development representatives (SDRs). Above all, individuals in this role focus on streamlining the sales process for reps and enhancing customer relationships. 5 functions of sales support Simply put, the goal of support professionals is to make the sales team better at their jobs. People in support work tirelessly behind the scenes to provide the information and resources that enable sales representatives to focus on what they do best — selling. Here are some specific ways it can positively impact sales efforts: 1. Lead management: This involves tracking potential customers through the sales pipeline, and promptly following up on leads (with the help of automated technology). As an example, if a potential client shows interest in a product demo, sales support will book the demo and coordinate for a sales rep to take over the interaction. 2. Data management and analysis: Sales support teams maintain and organise customer data within CRMs. As an illustration, they might update customer contact information, record sales interactions, and track customer preferences. CRMs with integrated data analysis functions can help identify sales trends and customer behaviour patterns that are essential for strategic sales planning. 3. Customer service and communication: This team acts as a crucial link between the sales team and customers. Accordingly, they handle customer inquiries, provide product information, and resolve issues — contributing to positive customer experiences. 4. Administrative support: This involves organising and scheduling meetings, preparing presentations, and managing documents. Before a big sales pitch, the sales support team might handle preparing the presentation and handouts, allowing the salesperson to concentrate fully on client interaction. 5. Sales planning and strategy assistance: In addition, they might assist in market research, competitor analysis, and identifying potential sales opportunities. These insights can help shape sales approaches and tactics, using deal data and market analysis to make them more effective and targeted. While the specifics of those in sales support roles may vary according to the needs of individual teams and sales reps, when support does its job well, sales teams are freed up to connect with prospects, earn trust, and close more deals. (Back to top) Why is sales support important? What’s better than a customer? A repeat customer. And what’s at the heart of building customer loyalty? Customer experience. According to PwC research, the top reasons consumers leave a brand are experience-related: Over one-third (37%) of people surveyed said they’ve left brands due to bad experiences with the product or service itself. As a matter of fact, that number is even higher among younger generations. One of the most crucial functions of sales support is enhancing customer experiences. Providing timely and accurate information ensures that customer interactions are positive. This is especially important in today’s market, where it’s easier than ever to brand hop and comparison shop. A great customer experience can influence brand loyalty and lay the groundwork for a long-term relationship. Sales support teams also play a vital role in streamlining operations. By handling administrative tasks, data management, and initial customer inquiries, they free up sales professionals to focus on client interaction, closing deals, and generating revenue. Another key aspect is data analysis. Sales support teams gather and analyse customer data, market trends, and sales performance metrics. This analysis provides important insights that guide strategic planning, helping businesses to identify opportunities, forecast trends, and make informed decisions about their sales strategies. (Back to top) Get articles selected just for you, in your inbox Sign up now Benefits and risks of sales support It’s vital to put a strong system in place to help your team succeed. Here are some of the consequences of good and poor sales support: Benefits: Focus: By handling administrative and operational tasks, sales support allows client-facing team members to dedicate more time to selling and developing client relationships. This efficiency leads to higher productivity and more closed deals. Streamlined sales funnel: Through lead qualification and nurturing with tools like CRM systems and chatbots, sales support helps zeros in on the most promising leads and moves them through the pipeline and into sales rep’s hands. Strengthened customer relationships: Consistent communication — email marketing, prompt query resolution, and other nurturing efforts — keep your company top-of-mind for customers, fostering trust, loyalty, and referrals. Risks: Disrupted sales focus: Without a support team to assist with routine tasks, sales reps and account executives can get bogged down and have less time for important sales activities. Wasted time: When leads aren’t properly qualified, sales teams waste time on low-potential prospects instead of focusing on leads with a higher likelihood of converting. Neglected customer relationships: Sporadic communication and slow response times can make clients feel undervalued, risking the loss of future sales opportunities and damaging your company’s reputation. (Back to top) 3 tools to support your team In today’s fast-paced sales environment, the right tools can help support your sales team and benefit your entire organisation. Here are a few of our favourites: CRM tools offer a “single source of truth” for all customer data. Having a central hub makes access to data and sharing information across your sales team (and beyond, to marketing and support) a breeze, ensuring everyone is on the same page and no detail is missed. Sales automation tools can take routine manual work like data entry, appointment scheduling, and following up on leads off your team’s plate. This frees sales support staff and reps up to focus on more strategic tasks. Tools like Slack can help your sales team get in touch faster and collaborate on the spot. Slack is an easy way to share information and ideas between teams no matter where they are. (Back to top) Boost your sales with strong sales support Like an actor, artist, or athlete, even the best sales reps won’t reach their best by going it alone. Sales support performs vital functions — from nurturing leads to helping create dynamic presentations — that let sales pros focus on selling. Back your sales reps up with a great support team, give that team the technology they need to track and analyse sales activity, and watch your bottom line grow.

In September 2023, Dreamforce hosted the largest gathering of Salesblazers ever. Our goal was simple: Reveal the potential of data and AI to accelerate faster, smarter, and more efficient business growth across every sales role and industry. In every conversation with customers, partners, and industry analysts, I am hearing how excited sales teams are to embrace the new era of data and AI.They’re so eager that sales ops teams are even reinventing their role as AI ops. One common thread across all of these discussions? Tech stack consolidation. This consolidation isn’t just about trimming costs. It’s about speeding productivity and unleashing growth. With the proliferation of data, AI, CRM, and trust, there’s never been a better opportunity for this innovation. Data As businesses look to stay competitive, the leaders who have an edge are the ones who have figured out how to harness the power of new innovations to drive down costs and increase revenue. We know that our AI outputs are only as good as our data. Similar to the move from on-premise software to cloud, this next evolution of generative AI will rely on real-time connected, harmonised, and trusted data from within and external to CRM.Point solutions that create siloed data pockets increase risk and prevent the implementation of great AI. AI A solid data foundation built in your CRM ensures that predictive and generative AI brings real productivity gains to your sellers. That AI can automate emails, take actions, and create account summaries based on CRM context. Or tell your sellers which products are ripe for cross-sell opportunities. Or share common competitive challenges across the entire sales team. The possibilities are just beginning to be understood. When AI impacts every sales leader, seller, sales operations manager, and channel seller, companies see their enablement, sales planning, and partner relationship management transformed. Get articles selected just for you, in your inbox Sign up now CRM Many of LIKE.TG’s customers tell us that in order to fully leverage AI, they need and want a single platform. Point solutions on top of the CRM lead to siloed data, duplicated capabilities, reduced seller productivity, and increased costs. Case in point: Grubhub made the decision to consolidate point solutions and saved over $1 million.They even won one of the first Salesblazer Sales Excellence Awards as a result. Trust Trust is our number one value at LIKE.TG. When you use Sales Cloud, you’re not only using AI that’s grounded in rich CRM data, you’re activating all this in a trusted and responsible way thanks to our unique zero-data retention policy and data masking within our Einstein Trust Layer. Trust, relentless customer focus, and continuous innovations are why so many Salesblazers live by Sales Cloud and why we continue to be rated a leader by Gartner and G2. The LIKE.TG solution to sales tech consolidation Over the past 20 years, LIKE.TG has had the privilege of helping businesses of all sizes, in all industries reach previously unimaginable heights. We refuse to let our foot off the gas now. We’re committed to making it easier for customers to grow their business with our offerings. With our UE+ offering that we revealed at Dreamforce, customers can get the best of LIKE.TG for Sales so they can get ahead of sales tech consolidation and get greater value. With UE+, you get all the AI capabilities included in Sales Cloud Unlimited Edition and Sales Planning, Maps, Enablement, Revenue Intelligence, Slack — plus Einstein credits and Data Cloud.With Sales Cloud, sales organizations have their full tech stack — all on a single platform. And every sales leader, sales rep, and sales operations leader can unleash growth now.

Remember building your first email campaign? Painstakingly crafting emails, hoping the recipient wouldn’t see the telltale “Hello (name),” and adding contacts to your email workflow manually? That’s all a thing of the past. Today, automation is a game-changer and life-saver for email marketers — helping you save time, money, and stress. Automation doesn’t mean impersonal responses and a cookie-cutter approach to your email workflow. Brands of all sizes are using AI and automation to streamline tedious processes, personalise emails, and form better relationships with their customers. Here’s how you can learn more about email workflows and start automating today. What is an email workflow in marketing? Your email workflow is the series of actions that guide the communication and engagement with customers through email campaigns. Sometimes these are automated, sometimes not. The goal of an email workflow is to nurture leads, build relationships, and drive desired actions – such as making a purchase or subscribing to a service. Another way to define an email marketing workflow? “The fine art of managing all the different kinds of work that go into creating a beautiful email from inception to completion.” By this definition, an email workflow can involve content, design, development, and often automation needs. Depending on your business, your email workflow may be complex or simple, but the goal remains the same: to create a streamlined process for creating and sharing emails with your audience. Examples of email workflows Some email workflows that you may already be familiar with include: Welcome emails The welcome email is the first thing your customers see when they agree to receive communication from your brand. It sets the tone and expectations for your relationship, so it’s important to get right. This email is simple to create — especially with a template — and is frequently automated after creation. Welcome emails are a great way to start automating the send portion of your email workflow if you’re new to the automation process. Get articles selected just for you, in your inbox Sign up now Lead nurture emails Lead nurture emails — which introduce new subscribers to your brand and show what you have to offer — are also frequently automated. These automated workflows send emails at regular intervals – ideally one day resulting in a conversion. Automating this email workflow can save you a lot of time in the long run. Why is automation so important in this conversation about workflows, again? According to recent research, marketing automation sparks a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. Sales or limited time offers Sales offer emails let your subscribers know that you’ve got a deal or special offer for them. These emails require more time, effort, and review rounds throughout the content, design, and development process – and are usually time-sensitive. With a solid internal process and clever automation strategies, you can line up a string of emails to successfully send right when your subscribers will be most interested in receiving them. Post-purchase emails Post-purchase emails that often ask for a review or some other communication from the customer are another common case of email workflow automation. Use these emails to encourage your customers to share their thoughts – whether they’ve recently acquired your latest product, experienced your services, or had another positive interaction with your brand. These emails often include a warm and inviting message, a subtle encouragement to take action, or perhaps even a small extra incentive to enhance the deal and prompt customers to leave reviews on platforms such as Google, Yelp, or your own website. Customer outreach Feel like you’re losing touch? Haven’t heard from a customer in a while? A customer outreach workflow can send an automated email when an account or subscriber is inactive for a while. It’s a great way to reach out a human hand, and just say hi again. You can leave your audience with education or inspiration, or try something more creative. Again, while the content and design portions of the email process can be adjusted as needed depending on the team’s size and tools, there’s one key portion that remains the same: automation. Why should you change up your email workflow process? Here are a few reasons why you should be consistently and regularly updating your email workflow processes. Minimise repetitive tasks Automating your email workflow process can help minimise repetitive tasks. The result? More time for your team to take on big-picture work, instead of getting bogged down with tedious, repetitive tasks. Save time Think of all you can get done when you automate your email workflows. For instance, time spent manually adding contacts into your customer relationship management (CRM) tool can be better spent actually writing a personalised email to a subscriber, for example. The goal of automation is to save precious time for the things that really matter, like innovation and exploration. When you reduce manual tasks, or the time spent on manual tasks at least, you can spend more time getting closer to your customers. How AI can improve your email workflow Finally, the moment you’ve all been waiting for: AI. Whether we’re discussing predictive or generative AI, it’s top of mind for marketing professionals everywhere right now. It’s got us all wondering: how can AI help you improve your email workflow? Personalisation: AI algorithms can analyse vast amounts of customer data to personalise email content based on individual preferences, behaviours, and demographics. This leads to more relevant and engaging emails — and takes personalisation way beyond just an exercise in first name and last name. With AI, you can now send highly-targeted emails to each individual, showing a selection of products designed just for them. Predictive analytics: AI can predict customer behaviour and preferences by analysing historical data. This enables you to not just send emails at optimal times, but also predict which products or content a customer might be interested in, and tailor every email accordingly. Automated content generation: AI technologies, like Natural Language Processing (NLP), can assist in generating personalised content for emails. This includes dynamically creating subject lines, email body text, and even product recommendations based on everything from the customer’s past purchases to the weather in their city. Dynamic email content: AI enables the creation of dynamic content in emails that adapts based on user preferences or behaviour. This ensures that each recipient sees content that is most relevant to their interests. We’re already using AI to automate, segment, utilise behavioural triggers to send email campaigns. Generative AI is bringing even more ambitious new horizons into sight. The end result? Always stay competitive by testing new tools like AI to see how they can help your workflows and processes. This blog post was authored in partnership with Litmus.

When you think of a copilot, the first thing that comes to mind is probably an airplane. Until now, a copilot has been that person sitting in the second chair in the cockpit, helping the captain on your flight. But sometime last year, the term “copilot” started to trend in a big way in the artificial intelligence (AI) space. Take all of the generative AI technology you’ve come to know and love in apps like ChatGPT, Bard, and Einstein. Now, place that right in the flow of your work —or in that second chair, if you will. At its most basic level, an AI copilot is an AI assistant that can help you accomplish routine tasks faster than before. While the introduction of the modern copilot is linked to the launch of GitHub Copilot in 2021, these AI assistants go back even further. Since the 1990s, AI copilots —which, back then, were basic chatbots like ELIZA and Jabberwacky or virtual assistants like IKEA’s Anna —have been popping up in everything from your email platform to shopping, banking, and medical applications. Here’s the difference between now and then. Imagine you’re booking a business dinner with a client based in a different city. Before the world of AI copilots, you’d first scan the client’s customer relationship management (CRM) record to check for any dietary preferences. Next, you’d open the Resy app and spend far too long looking for a suitable restaurant with availability. Then, on to Expedia to make your travel and lodging reservations, and, finally, your email app to send a charmingly personalised confirmation to your customer. At minimum, you’d be looking at four different apps and at least a half hour of drudgery. Now imagine, instead, that you simply use one app: your trusty AI copilot. Instead of taking four different actions over the course of minutes or hours, you type, “Book dinner with Ted next Thursday.” All the steps above still take place, but the research happens in the background, and mostly without your intervention. Beyond the obvious time savings and the inherent sci-fi novelty, it’s hard to fully articulate the value of this transformation through traditional metrics. These assistants will do the work of dozens of apps to help us build reports faster, craft customer service replies with relevant answers, draft sales emails, send flowers to our bosses, and more. But first, how do they work? How does an AI copilot work? At the heart of AI copilots are powerful building blocks called copilot actions. A copilot action can encompass almost any single task or a collection of tasks for a specific job. These may include: Updating a CRM record. Generating descriptions for new products using your existing CRM data. Composing messages to customers. Handling a range of use cases. Summarising transcripts for a live service agent. Highlighting the most relevant information from meeting notes. These tasks can be “invoked,” or arranged and executed, in any order and are done so autonomously by the AI copilot. This ability to understand requests, reason a plan of action, and execute the needed tasks is what makes these systems and experiences unique. The AI copilot can handle a lot of instructions and learns from that. So, the more actions, the more capable the copilot. Stacked together, actions allow your copilot to perform a dizzying array of business tasks. For example, a copilot can help a service agent quickly resolve an issue in which a customer was overcharged for an order. Or it can help someone in sales trying to close a deal. Want more? Let’s put our copilot into action. Take the example of setting up dinner with your client, Ted. If you use Einstein Copilot, it would know Ted’s initial context, like their name and CRM session history, but it would require a bit more information from you, like the date and time. It could then execute on that and respond with any other questions it may have: It might ask you to clarify which Ted you want to meet with (if you have multiple contacts named Ted) and what type of cuisine Ted prefers. What’s nice about Einstein and other copilots at this level is that it feels like you’re talking with a coworker — but you’re actually chatting with your robust data, which the copilot is serving up in a new conversational way. The AI copilot decides which actions to trigger and then generates runtime dialogues, paraphrasing the actions’ output-data in everyday human language. So, it feels like you’re having a fairly sophisticated conversation with your AI assistant. And then dinner gets set up with little effort on your part. “We’re just telling the system, ‘Hey, do this task,’” said Carlos Lozano, director of product management at LIKE.TG AI. “But behind the scenes, the copilot is orchestrating a complex workflow of business processes and data to deliver a result that would have previously required the user to access multiple actions.” What different types of AI copilots exist? Although the concept of a copilot is fairly new, this technology has existed for a while. Have you ever chatted with a customer service representative only to realise they weren’t a person, but a bot? That’s a type of copilot. It helped you with basic customer service questions, but often couldn’t really get to the important details of your issue. Likely frustrated, you then turned to an actual human for help. Chatbots got more sophisticated with the launch of ChatGPT, Dall-E, Google’s Gemini, and Microsoft’s Bing Chat. Those generative AI platforms — let’s call them Chatbot 2.0 — can help craft emails, write code, generate images, and analyse data. With AI copilots, the interactivity becomes even more conversational, with your own AI assistant working behind the scenes to help improve everything you do. In addition to LIKE.TG, a number of other companies have introduced copilot products to the market, including Microsoft and GitHub, and even Apple is working on one. There are more niche industry-focused AI copilot companies like real-estate digital marketing company LuxuryPresence, healthcare-focused Nabla, and finance-focused ArkiFi. The copilot goes to the next level when it’s connected to data and metadata. What’s metadata? It’s the tagging system that defines your data. For instance, “first name” is the metadata that would define “Ted” in our example. This metadata makes it easier to find, use, and merge your proprietary data. So, this is what separates a workable copilot from a truly exceptional one — one that is super relevant for your everyday work. Here’s the main takeaway: When you are researching adding an AI copilot to your business, determine whether it will simply use external source information, like ChatGPT, or whether you’ll be able to safely connect it to your structured and unstructured data sources. Why you should use an AI Copilot By now, you’re probably familiar with at least one or two large language models (LLMs) like OpenAI’s GPT-4 or Google’s Gemini. These models power chatbots like ChatGPT that are fun to play with and are great for certain tasks. Some, however, only contain data through early 2022, so their responses can be limited. And those models only have access to public information about your business — they don’t have access to your trusted CRM information and data. This means they can’t help you craft relevant customer service answers or supply the juiciest sales opportunities. Nor can they act on your behalf to, say, reply to an email or book a flight. But an AI copilot can do all of the above. Okay, back to your dinner with Ted. You had a successful trip. Now, maybe you want to thank him with a gift basket from his favourite bakery. Because your copilot already has the requisite actions to look up Ted’s CRM contact and account to find his favourite bakery, and to charge goods on your behalf, all you’d need to do is type, “Send Ted his favourite muffins.” Of course, this is only a rudimentary example comprising a couple of copilot actions. Imagine what you could do with an AI copilot capable of orchestrating hundreds, or even thousands, of building blocks in virtually infinite combinations. The gains in efficiency apply to an excitingly wide range of job types. For example, a retail marketer can write product descriptions in numerous languages in just minutes, a healthcare clinician can review X-rays and lab results for multiple patients and help doctors make diagnoses, and a finance worker can use a copilot to analyse reams of data to propose various investment outcomes. The use cases and scenarios go on and on. If it seems like everything related to AI is happening at a breakneck pace — especially when it comes to how you work —and it’s making your head spin, you’re not alone. But you don’t have to be … alone, that is. You’ll have your trusted AI copilot. “With an AI copilot, you can quickly and easily become more efficient and productive, no matter the industry you work in,” Lozano said. “Having a conversational, generative AI-based assistant will truly let you offload those routine tasks while allowing you to interact and engage with data like never before. And that is the beauty of it.” Carlos Lozano, director of product management at LIKE.TG AI, contributed to this article.

Often, marketers are the early adopters of new tech. Constantly searching for new and innovative ways to surprise and delight our customers, we find ourselves leading the way when exploring new tools and techniques. A great example is the recent explosion of activity around generative artificial intelligence. Let’s face it – the possibilities are incredibly tempting. But here’s the question, with the rapid rate of change, and with new players emerging onto the scene, how can you make sure you’re using marketing technology and AI safely and ethically? How LIKE.TG ensures its marketing remains ethical Personalisation and optimisation have been part of the Marketing Cloud toolkit for some time. And its powerful predictive artificial intelligence tools have recently been joined by impressive generative AI. What do they have in common? They rely on robust, accurate customer data. Ethical data The survey response from our Trends in Ethical Marketing report had a key message that was loud and clear – the responsible use of data is an important factor in consumers’ purchasing decisions. More than 60% of customers said that they are comfortable sharing sensitive data with businesses, but only if they are reassured that it’s being used in a transparent and beneficial manner. So how can you make sure you’re collecting and using customer data in an ethical way? Here are just some of the methods we use at LIKE.TG: Understand the data you need Nearly three-quarters of customers think companies collect more information than they need, and nearly two thirds worry that companies aren’t transparent about how they use customer data. Digital privacy laws around the world agree that businesses should minimise the amount of customer data they collect. Before you even begin to gather and store customer data, ask yourself what information you need to achieve your objectives, and then collect only that data. Bottom line – if you don’t need it, don’t collect it. Collect – and respect – preferences International data protection and privacy laws also make it clear that the customer should have ultimate control over how their data is used. Your marketing tools should allow you to record your customers’ preferences about how their data is used, apply those preferences to your marketing activities, and – crucially – allow customers to change their minds. Treat customer data like it’s your own In the day-to-day business of marketing, we often work with partners. But not all partners are created equal, so it’s important to be vigilant about how you share your customer data, and with whom. Will they treat the data with the same care that you have? Will they share it with third parties outside of your control? Make sure you review the contracts with each of your partners to ensure that there are clear obligations with respect to the care, custody, and control of any data sent to them. Ethical personalisation An increasing number of customers expect every offer to be personalised, and it’s important that as marketers we’re able to meet that expectation. The flip side, of course, is that we have to demonstrate real value for our customers in exchange for that data. At LIKE.TG, we make sure that we are transparent with our customers regarding how their data is used, and what they’ll get in return for providing it. Ethical artificial intelligence While generative AI has been taking the world by storm, we at LIKE.TG have been developing – and using – AI for a decade. LIKE.TG marketing teams use predictive and generative AI in many different ways – from automating campaign optimisation, to producing unique and personalised messages. We even use AI internally. It helps by summarising long Slack threads, or automating our reporting and data analysis processes. The full list of ways that we use AI is long and varied, but the one thing that every application of AI has in common? They’re all built on the policy of ethical use that we set out for ourselves. Never share customer data with external language models. The Einstein Trust Layer, natively built into the whole LIKE.TG platform, allows teams to benefit from generative AI without compromising their customer data. Always ensure human review of AI-generated content. This ‘human in the loop’ model ensures we never compromise the trust of our customers Link every innovation, product, or campaign to our core values, especially trust. The benefits of ethical marketing – and how you can do it too As well as improving customer trust, there are also economic benefits to wider ethical practice, too. Eighty-six percent of customers are more loyal to ethical companies, and 69% actually spend more with a company who they see as ethical. Marketing Cloud – recently updated with bold new AI capabilities – is the perfect tool for ensuring your marketing remains ethical. The app is built on the Einstein Trust Layer, meaning your customers’ data is kept safe, and seamlessly integrates with Data Cloud for real-time data, giving you the ability to provide relevant, trustworthy personalisation. It’s a delicate balancing act – aiming to get the best value out of any tool, while also providing a trusted, impactful experience for our customers. Ensuring that ethical thinking is at the heart of all our marketing efforts means that we can stay ahead of the curve without risking time-consuming backtracking to fix mistakes, and it also provides a framework for innovation that is rooted in trust.

The big trend You can’t scan the headlines lately without seeing buzz around generative artificial intelligence (AI). The product innovations are only beginning. But even with the best technology out there, you’ll still be faced with a key question: How can you implement AI at scale in a way that maximises the return on your investment? Let’s look at one model company you can learn from. Breaking down silos Schneider Electric, a global energy management and industrial automation company, has formalised an AI program under a new Chief AI Officer and scaled it to every corner of the company. Its vision, “data and AI first,” is already paying dividends. For example, the company has saved millions by using AI to more accurately forecast and manage inventory demand. The backstory you might need Enterprise AI use has already doubled since 2017, but few companies are seeingsignificant return on their upfront costs, and a majority have failed to scale AI beyond the pilot stage. Analysts say the reasons include a lack of skills, complex programming models, upfront costs, and a lack of business alignment. What you can do now Take cues from Schneider Electric: Formalise AI efforts under one senior executive Understand the immense impact of AI – this is not like any technology that’s come before Hire dedicated AI and data experts Consider creating an AI centre of excellence to work with business unit leaders on AI projects AI success requires AI at scale Schneider had already been using AI in a decentralised fashion for years when, in 2021, it began its AI at Scale initiative and appointed its first Chief AI Officer, Philippe Rambach, to formalise its AI strategy. Madhu Hosadurga, global vice president of enterprise AI at Schneider, said it’s important to have such a top-down approach. “If you want to drive AI at scale and get value from it, top management has to motivate it as a corporate-wide objective,” said Hosadurga. “Without the C-suite, everyone tries different things at a departmental and individual level.” He said a departmental approach typically involves highly technical people that understand the technology but “lack the influence and power to make change management happen.” Bring business and tech leaders together to scale AI The company has implemented a global hub and spoke AI operating model. Each business function “spoke” (marketing, sales, service, etc.) has an AI product owner and change agent who works with the tech competency centre “hub” to find new uses for AI, deliver the technology, and ensure employee adoption. The hub is comprised mainly of technologists who help the business leaders identify AI opportunities and put them into use. For example, supply chain leaders wanted to use AI for, among other things, balancing inventory based on projected demand, and its ability to deliver based on those projections. With 200 factories and tens of thousands of suppliers, it’s impossible for humans to ensure optimal inventory levels, Hosadurga said. AI analytics and predictive modeling helped it reduce inventory levels to avoid a glut while balancing its ability to efficiently deliver products like transformers, switches, and prefabricated substations. He said that improvement alone has resulted in about $15 million in savings, measured by how much excess inventory it reduced, and capital allocated to other projects. “We targeted $5 million to $10 million in value, so that was a pleasant surprise,” he said, adding that it plans to use new AI capabilities to pare an additional five percent of inventory. Hire AI and data experts for better decision-making Schneider’s AI at Scale program included adding more than 200 AI and data experts. These two are inexorably linked, as AI is the linchpin to extracting more value from data and therefore making better, faster decisions. For many business leaders, it’s still a challenge. LIKE.TG research shows a deep disconnect between business leaders and their data. Half of business leaders lack understanding of data because it’s complex or not accessible, and the vast majority aren’t using it to make better decisions. According to Yuval Atsmon, senior partner at McKinsey, this is a missed opportunity. “For a top executive, strategic decisions are the biggest way to influence the business, other than maybe building the top team, and it is amazing how little technology is leveraged in that process today,” he said on a recent podcast. Get articles selected just for you, in your inbox Sign up now It’s extremely hard to synthesise huge amounts of data, let alone detect patterns, make recommendations and predictions. This is the promise of AI-driven systems. Hosadurga offered this advice for companies looking to formalise their own AI program: Bring AI to the mainstream. Don’t view it as just another tool in your tech toolbox but as a new business capability that can change the way you operate, sell to customers, and enhance your employee experience. Organise with IT and business partnering from the get-go. Often, AI is relegated to the IT team. When that happens, IT will ask the business for a use case, but the business usually doesn’t know what to do with AI. At Schneider, people come together from both sides, with a mix of about 70% business and 30% tech. Don’t wait until your data is perfect, in terms of quality and being all in one place, before embarking on a companywide AI initiative. “Many organizations believe they can’t use AI without perfect data,,” Hosadurga said, “but it’s more of a mindset issue where each business use case has to find the data, which is there in one form or another or in different places.” AI is not like other technology Business people dominate most AI projects at Schneider, Hosadurga said, which is one thing that makes it different from any other technology project. “Every use case — and we have use cases in almost every function —has people from both the AI Hub and business,” Hosadurga said. It’s entirely possible to deliver AI at scale, but unlike some other major business technologies, AI requires an entrepreneur’s mindset. “If you look at a typical IT culture, things are well defined, you know what you get from them and they can be programmed with a long-term plan,” he said. “But AI tools move so fast that it requires a very agile, quick-win, fail-fast culture. We operate more like a standup where we find an idea, incubate it quickly, and move on to the next phase.” Schneider Electric, which invests tens of millions of dollars in AI each year, plans to apply more AI and automation to its finance, sales, marketing, IT, and human resources functions over the next year. The company has launched an AI knowledge library, featuring blogs, ebooks, podcasts, training, courses, and other resources, prepared by its AI experts, so others can learn from its experience. “It’s as applicable as Excel in business,” Hosadurga said “It’s everywhere.”

You can’t sell something to someone you don’t know exists yet, and they can’t buy anything from a company they’ve never heard of. Demand generation marketing (or “demand gen,” for short) means finding, learning about, and winning over potential customers. It’s about helping that person realise that your product helps solve their problems (when that happens, it’s called generating demand).It’s not quite as easy as it sounds, so we’re here to make it simpler. There are plenty of obstacles between you and good demand generation marketing, but fortunately also plenty of ways to conquer them. In this piece, we’re going to walk you through some of these challenges, the keys to overcoming them, the objectives and processes that fuel successful demand gen, and why good demand gen is worth the effort. Then we’ll show you what successful demand generation marketing looks like in the real world. What is demand generation marketing? Demand generation marketing builds brand awareness, educates potential customers, and ultimately motivates them to interact with a brand. There are many ways to approach or think of demand generation marketing, but at its core it has five basic steps: Brand awareness and education: Make potential customers aware of your brand and product, and how they’re unique. Lead generation: Give those newly aware customers a reason to be curious about or interested in the brand, becoming “leads” in the process. Lead nurturing: Entice those leads to become more involved with the brand and more likely to purchase from it. You can do this through free content or gated assets the customer can get in exchange for sharing their information. Conversion: When a lead is properly nurtured, they start buying from your brand and become a customer. Tracking and data analysis: Learn from every conversion (and from failed conversion opportunities) to refine your demand generation approach and work toward more consistent results and higher conversion rates. What are the marketing challenges of demand generation? Demand generation faces a more crowded marketplace than ever before. Your competitors are all doing it too, so you need to find a way to stand out. The main challenge is keeping your customers’ and potential customers’ interest and attention focused on you — even as they’re inundated with lots of content. Those customers also expect more and more from brands. Having so many options affords them the freedom to be choosy, and they tend to pick brands that can speak to them on a personal level. Our State of the Connected Customer report found that 80% of customers say the experience a brand provides is just as important as its products or services. Additionally, our State of Marketing report found that 73% of customers expect companies to understand their unique needs and expectations. So how do you guarantee those quality experiences to thousands or millions of people at a unique personal level? Your data is the key to overcoming both those challenges, but it’s also a challenge unto itself. With so many different streams active – web, email, social media, etc. – how do you sort, organise, and process all that incoming data in a way that’s easily accessible for your teams? How do you make sure everyone has access to the same data, and how do you make sure that data is correct? Having a complete picture of your customer from all their various data streams is extremely valuable – to be frank, at this point it’s virtually a necessity for good demand generation. But creating that picture means being able to process a tremendous volume of incoming data very quickly, and being able to turn all that raw data into something easily digestible and useful for your teams.Businesses also need to figure out where AI fits into their demand generation marketing approach. Your competitors are using it, so you need to figure out how to use it better than they do. Get articles selected just for you, in your inbox Sign up now What are the key components of demand generation marketing? Who, what, why, how, where, and when? The six most common questions in the English language are also the key components of good demand gen. Whom should you be targeting? What do they need, and why do they need it? How and where do you reach them (and how do you tell if it’s working)? When is it time to check back in, change up your approach, incorporate new technology, or jump on a trend? The best way to answer these is with good data, audience segmentation, and targeting. Strong first-party data is best – that’s your potential customers (or “leads” in traditional demand gen parlance) themselves giving you the answers, but good market research and a good customer data platform can help you find them even in the absence of first party data. Once you know who they are, you should segment them according to both their needs and your strategy. All your leads probably want something you offer, but they don’t all want the same thing (or respond to it the same way). Finding and sorting these prospects is usually called “lead generation.”Once you’ve got your leads segmented out by who they are and what they want, the next step is targeting “why.” That’s also when you start answering your own “how.” No matter what they want or why they want it, the best way you’re going to help them realise you can give it to them is with quality content. Your data, segmenting, and targeting should give you a pretty good idea of what they’re receptive to, so your responsibility is to make sure you’re making that content as compelling as possible. AI is a big player here, as it’s the key to helping you deliver timely, personalised content at scale.“Where?” is about making sure that content reaches them in the right place. A good multi-channel marketing approach makes sure you reach your leads on the channels where they’re most responsive. From there, you move from lead generation to “lead nurturing.” This can mean different things to different businesses, but mostly it’s about taking a lead from being someone who’s aware of your brand to someone who’s actively buying from it. A good lead nurturing strategy makes all the difference in the world.Finally, you get to your “when?” You should be making data-driven marketing decisions based on how your leads are responding to your demand generation marketing efforts, so you know exactly when to scale up or down, or if it’s time to try another tactic. You also want to make sure your sales and marketing teams are using the same platform, so when your leads are ready to become customers, the transition is smooth and efficient. What are the key objectives of demand generation marketing? The first thing you need your demand generation to do is increase awareness and visibility. Nobody can buy from your brand if they don’t know it exists, and even potential leads who may vaguely know who you are may not realise exactly what you offer.Another major objective is generating and nurturing leads from that awareness. It’s not enough to simply make those leads aware of your brand, you want to motivate them to engage with it, and ultimately to convert. Once you’ve got a consistent recipe to turn awareness into leads into conversion, your demand generation becomes one of your most powerful drivers of revenue. The right plan can help you convert unaware prospects into repeat customers that keep your business growing. What is the demand generation process? So how do you actually do demand generation marketing? Let’s dig a little deeper into those key areas from above: Step 1: Create brand awareness with your content marketing, thought leadership, and social media content. Use SEO best practices to help more potential leads find your content. Step 2: Generate leads through lead magnets, data analysis, landing pages, forms, webinars, and other events. Offer high-quality free content or gated assets in exchange for customers volunteering their information. Step 3: Nurture leads using targeted email marketing, personalised content, and scalable marketing automation tools. Use unified data and cross-functional platforms to help marketing and sales work in harmony. Step 4: Improve conversions and sales by optimising your landing pages and user experience and by writing killer CTAs. You can use your data to implement intelligent lead scoring and qualification processes that make sure you only spend your resources on leads you can actually convert. Step 5: Track your results and improve your approach by identifying which metrics are most useful in evaluating your demand gen. And have a reliable process for adjusting based on what those results are telling you. AI is a tool that can make every one of those steps easier and more effective. AI-driven personalisation is the key to steps 1-3. AI lead scoring and data analytics drastically reduce the workload required to execute steps 4 and 5 effectively. What are the benefits of demand generation marketing? Following these basic guidelines and using the right automation tools makes demand generation marketing a powerful force that benefits your business up and down the funnel. At the top of the funnel, good demand gen gives you a wider audience that’s more familiar with your brand, which quickly translates to greater market share. Good lead generation helps fill up the middle of your funnel, while good lead nurturing makes sure they make it to the bottom. The personalised content and data-driven approaches you took on the way there help spark ongoing customer engagement and loyalty well beyond that first purchase.All this adds up to more customers, more engagement, more conversions, and ultimately, a healthier business enjoying consistent, replicable growth.