How Manufacturers Drive Sales & Marketing Growth with AI

What’s Driving AI in Marketing?

AI has heavily impacted marketing. It’s completely disrupted technology for this industry, leaving many marketers wondering if it could replace their job. Marketing can be costly. It’s often difficult to determine what works. It requires the ability to analyze large data sets to understand what your campaigns are doing and what your customers want. And it often takes an inefficient process of R&D and trial and error to develop effective marketing strategies that result in lead gen and ultimately, ROI for your business. But what we’ve discovered at Synapse is that AI is a tool best utilized by marketers.

Some of the areas that AI is predicted to have the largest impact are:

• ChatBots: Research by Gartner predicts that by 2023, 70% of customer interactions will involve emerging technologies such as chatbots, machine learning, and AI.
• Personalization: According to a report by Salesforce, 61% of marketers believe AI is critical for personalized experiences and improving customer engagement.
• Selling Automation: A study by Marketo reveals that 44% of companies are already using AI for marketing automation, streamlining repetitive tasks, and improving campaign performance.
• Customer Insights: According to a study by Accenture, 79% of marketers agree that AI helps them gain a deeper understanding of customer behaviors and preferences, enabling more targeted marketing strategies.
• Content Creation: AI-powered tools can assist marketers in generating content efficiently. In a survey by BrightEdge, 60% of marketers expressed interest in using AI for content creation.
• Extrapolative Analytics: Research conducted by Forrester suggests that businesses leveraging AI-driven predictive analytics see an average of 10% increase in revenue and a 5% reduction in overall costs.
• Lead Generation: Demandbase’s survey found that 80% of marketing executives believe AI will revolutionize lead generation by 2023, enabling more targeted and efficient campaigns.
• Martech Efficiency: HubSpot reports that AI-driven marketing technology can increase marketing ROI by 59% while reducing customer acquisition costs by 40%.

1. Marketing has altered drastically in the past 3-5 years.

Complexity and global competition in marketing is increasing. The days of competing for clientele in your town, county, or even state have drastically switched to B2B strategies that span national borders. With the increase in digital availability of content and the push to move to digital marketing spurred on by the Covid-19 pandemic when most of the workforce stayed home and worked remotely, marketing channels are becoming more saturated. The increase in competition is resulting in a greater need from B2B and Manufacturing companies to produce quality content and post with effective digital positioning.

Buyer behavior has changed. As the workforce generation shifts to a younger demographic with instinctive skills in technology, the avenues that customers are utilizing to find your services and products is transitioning to web. This means that the traditional tactics used in B2B marketing like outbound lead gen and trade show marketing isn’t as effective. The younger demographic is interested in Content and Empathy. Content is what positions your brand as an authority in your niche, and what sets you apart from competition, proving your worth in a sense. Empathy towards the core issues facing businesses today shared in avenues like social posts, branding elements, and ad campaigns has a higher conversion point than ever before. With the increased demands on our time resulting from the labor shortage, being able to present your offering in easy to find locations, succinctly, with appealing content that reaches a leads’ pain point is the way to remain competitive.

2. Data-driven approaches using AI are improving marketing and sales efficiency.

AI has given us more advanced intelligence and analytics tools that are helping improve and enhance the decision-making processes that had previously required manual trial and error and testing. This means that marketers with advanced skills in technology are primed to produce game-changing results for their companies and clients at a more rapid pace, and with more accuracy. Latest content creation tools are increasing marketing production speed and relevance. Personalization tools are growing customer relationships, using 1:1 conversation at scale.

3. Successful use of AI requires you to learn how to combine tools, data, and people.

Companies that are successfully using AI for marketing and sales initiatives learn how to combine tools, data, and people, while mitigating risk. Many businesses are finding that their martech stack is no longer serving them as well as it had in the past. This is a direct result of the fast-paced changes in Martech that make choosing the right tools for your business even more critical. There are risks and challenges in adapting to new tools or choosing to stay the same. Our best guidance is to develop an action plan that outlines your problem areas and your desired outcomes and solutions. You’ll most likely be able to find a plethora of tools that solve them for you.

B2B Marketing is about relevancy.

There’s a ton of content to be found on the web, and everyday we’re being bombarded in all areas of our life with more messaging than ever before. Successful B2B marketing can be simplified into 3 categories: Analytics + Content + Personalization. In short, leveraging analytics, creating quality, engaging content, and incorporating personalization in the customer journey.

Synapse helps manufacturing and B2B companies drive demand, increase leads, and earn more revenue with our proven advanced marketing techniques. If you’re struggling to incorporate AI in your business and are curious how you can begin, we’d love to have a conversation with you and incorporate a solution that increases your ROI.

Check out our Case Studies to see what type of results we’re generating for our clients every day.