AI in your martech
How to supercharge your stack with AI integration

Swarmed by an immense list of different technologies and platforms, today’s marketeer faces a challenge like no other.

There is no doubt that the rise of martech opened a new world of possibilities, yet it also reinforced the need for proper guidance to navigate through the sea of marketing technologies currently available. According to Chiefmartec.com, the landscape grew by 11% and now there are 11,038 solutions available on the market. 

My colleague Chris Scott, CDO, spoke about this in depth in his article, which focused on why investing in the right martech at the right time can be a game changer for your businesses.

One key point that he made that I want to pick up on is the importance of being open-minded about and critical of your tech stack. It’s very easy to get enticed by the next best thing, but as Chris mentions, be open-minded. With the introduction of artificial intelligence (AI) in the B2B landscape we have an opportunity to supercharge our efforts, but this doesn’t mean we need the latest tool on the market.

Your existing stack and providers are innovating too, in fact innovative AI is all around us. My own personal experience of this has been with Nebo, a note taking app I use on my iPad. After a two-week break I went to use it and there was something new – an AI feature.

I can now use this feature to help clarify complex concepts or topics in my notes, summarise key information I have listed and use the chat feature to ask it for information I need rather than a search engine. Clever right? But what about our tech stacks – how have some of the popular solutions out there embraced AI to give us more innovation? Let’s take a look.

Google Analytics
The GA4 update has made many of us think of the importance of data and its utilisation. Now more than ever the need to understand online behaviour is key for any business. The current version of GA has AI-powered features such as:

• Automated Insights: These appear in your dashboard with no configuration needed. GA4 lets machine learning algorithms analyse your data to detect any trends or unusual changes and presents this back in digestible charts.
• Custom Insights: Get laser-focused and track insights that are relevant to you and your goals. This could mean getting a notification if your mobile traffic drops below 30% or if traffic to your site has increased from a specific country.
• Personalised Recommendations: GA4 will make recommendations based upon your activity and goals, for instance it can make recommendations on your budgets and spend to improve your overall campaign performance.
  

HubSpot
Always looking to improve, HubSpot has created a set of AI tools to help its users drive efficiency and work smarter. It has a range of AI product launches planned in each of its key areas – marketing hub, sales hub, service hub and CMS hub. The two that I wanted to focus on today are Content Assistant and ChatSpot which have both been created to leverage AI.

• Content Assistant: In essence, this tool will help you when it comes to writing blogs, prospecting emails, marketing emails, landing pages and social posts. It can not only help you overcome writer’s block, but it can also incorporate key information that you already have within the CRM so your content is tailored too.
• ChatSpot: A conversational CRM bot that connects to HubSpot and in return allows you to increase your productivity through chat-based commands. You can ask it to send follow-up emails, create a new contact for your CRM, create reports for specific campaigns and even segment your data.
  

Mail Chimp

Content generator is part of its AI-powered suite. It allows users to use language prompts to create email campaigns that are tailored to their audience, tone of voice, brand and intent. In return, users can create email campaigns that feel more authentic and relevant to their audience whilst saving time.

Sprout Social
The platform has been enhanced with new AI investments across its listening publishing, customer care and advocacy elements. One to mention is its publishing feature which combines AI and automation to determine the best time to post for engagement, powering the creation of engaging captions and brand relevant content in a matter of seconds.

LinkedIn
A new feature called Accelerate has been created to streamline the process of ad creation. Accelerate leverages AI to simplify ad creation so that they can be created, optimised and go live in under five minutes. Features include recommendations on how to improve campaign performance, budget changes, bids adjustments, the best performing creative and predictive audiences to name a few.

I could go on, but I just wanted to touch on a few tools that we would all be familiar with, and the reason is, it opens up both a challenge and opportunity for us all – the fact that it’s time to embrace AI. By this I mean we need to be comfortable using it. With the adoption of Chat GPT, we’ve seen an influx of language-based, AI-powered tools as highlighted below [Ref]:

I spoke about this in a recent vlog post, but as professionals, marketers and businesses, we need to fully embrace AI and make sure that those around us, our colleagues, are comfortable with it too. Now is the time that we should be using tools like Chat GPT so we can get the most out of them. With language-based AI tools you don’t simply give it commands, you have a conversation – you need to be specific with your actions and requests and the more detailed you are, the better results you will get. This is where you will gain the true benefit of AI – have that email, that ad campaign, that blog, that presentation created in a matter of seconds. This then gives you the time to enrich it further, personalise it further, and tailor it further.

Naturally, many of us will have some reservations about embracing AI but with these simple integrations happening across the martech and apps we use day to day, we all have an opportunity to start small and gradually become accustomed to AI and the value it can unlock.