Unleashing the Power of AI in Marketing Automation Tools

June 28, 2023

If you’re reading this, you’ve surely dabbled into a marketing automation tool at some point. From lead generation to audience segmentation, automating and streamlining marketing processes has given marketers the opportunity to focus their efforts on efficiency and improving overall campaign performance. 

Now, unless you’ve been in full-time isolation, you’ve surely come across the emergence of AI. Since ChatGPT burst onto the scene, AI has taken over the world by storm. Just by adding simple prompts, you suddenly have a vast amount of knowledge at your fingertips that is beyond any human capability. 

So, think of all these capabilities mixed together… and voilà! You’ve got the harmony of AI and MA.

How does Marketing Automation mix with Artificial Intelligence?

The adoption of AI into marketing automation platforms and tools has gained significant momentum in recent years. By bringing advanced capabilities to marketing automation, marketers now have the ability to optimise and personalise their campaigns at scale. 

Amongst many capabilities, a marketer can now analyse vast amounts of customer data, identify patterns, and make data-driven predictions. This enables marketers to segment their audience more effectively, deliver personalised content, enhance lead scoring and nurturing, and tailor marketing strategies based on individual customer preferences.Take Hubspot for example, and its integration of GPT-4 as Chatspot. Other than the notable name, this handy tool creates reports on marketing and sales, updates contacts and does quick extensive research within your database — all done with the right prompt.

And when it comes to other marketing platforms? 

Salesforce has also jumped on the bandwagon, with EinsteinGPT. With this generative AI tool, we can explore new ways of automation across many divisions, such as sales, marketing, and development. 

What is Generative AI, you ask?

Generative AI refers to a type of artificial intelligence that can create new and original content. Think images, text, or even music done by a version of our old friend, ChatGPT. 

Instead of being programmed with explicit rules, generative AI models study patterns and trends from large datasets to generate new content based on the previous trends it has picked up on. It’s like machine learning, but a much more user-friendly version. 

You might be thinking: content generation, so what? 

But by integrating AI into various CRM systems such as Salesforce, we can easily consolidate data to create high-quality and personalised content in the form of emails, articles or social media posts. 

Content generation utilises creativity, sure. But data-driven creativity? Now THAT’S a pot of gold, right there. 

What else can generative AI tools like EinsteinGPT do?

AI and beyond

Instant email responses generated, auto-generated code for developers, automated campaign recommendations, and advanced analytics; these are just a few of EinsteinGPT’s capabilities. Even the name alone makes you feel like you’re working alongside a genius. And by integrating with OpenAI’s ChatGPT, imagine the enhanced CRM possibilities at your fingertips!

How can AI help with CRM? 

Think of the most time-consuming task with any CRM: filling in CRM fields. 

With the advancement of AI, the gap between a sales call and marketing assets can be bridged. Try out attention.tech for a fully integrated voice assistant, for example. You can use this handy tool to fill up your CRM fields, and effectively reduce your admin time during a sales a call. Not only that, but you can also receive actionable insights during the call to increase chances of conversion. This allows your sales team to get personalised coaching on the go.

If you’ve heard of Adobe Sensei, you would have come across its many remarkable features, such as natural language processing for content summary, or predictive audiences to find the right targets for your campaigns based on automated lead scoring. These features are just two of many which utilise AI and machine learning across Adobe products to improve functionality. 

Now, with Adobe also offering Generative AI Services, we can see a power combo of Adobe’s language models and Microsoft’s Azure OpenAI Service. With native workflow integrations, we can foresee Marketo Engage being able to take advantage of Generative AI Services.

Hubspot, Marketo, Salesforce… and now, Zapier?

Let’s jump into Zapier, shall we? 

When using Zapier, it would be an absolute dream to be able to direct an assistant to interact with other applications in your tech stack. This would streamline integration processes, and improve the functionality of your workflows. Well, as it turns out, you can achieve this by connecting the new Zapier AI chatbox to any of your CRM tools in order to automate integration tasks — with no coding required. This synchronises all the information across your tools and streamlines processes.

AI is no longer the future: it’s the present

Overall, the integration of AI into marketing automation platforms has transformed the way marketers operate. It enables us to deliver personalised experiences, automate processes, and make informed decisions — which ultimately leads us to more efficient and effective marketing campaigns. 

Who knows where we can go in the future, when the potential for innovation and success already knows no bounds?