How artificial intelligence help to build marketing automation?

If you look back for technology news in recent years, you will find out the huge improvement of artificial intelligence (AI), and the gradually intensive utilization in marketing and workflow management. It differs from marketing automation (MA). Artificial intelligence refers to the computer system that can tackle tasks or solve problems by itself. However, in marketing automation, the marketers use software to automate some repetitive marketing work. The integration of AI and MA makes many possibilities for future marketing and sales. In some sentences, AI makes marketing automation smarter and more interactive.

By 2025, the revenue of the AI market worldwide will climb to nearly 60 billion USD (Statista.com); while for the MA market, 7.63 billion USD (Grand View Research, Inc.) They are both large markets with promising potential.

Imagine yourself as a marketing manager for a brand-new start-up, or a company that wants to apply marketing automation solution. What should you know? Where to start?

The goal of this article is providing you the insights that how do you apply automation to marketing work, but also how artificial intelligence plays an essential role in different stages.

Generate Leads and Analysis

It seems fascinating if the whole leads generation process is done automatically, and exploiting MA sounds like a trendy idea. However, according to the research that done by HubSpot, lots of the marketing automation investment ended up failed. Why was that?

Before answer it and explaining how AI helps this process, we need to incorporate the marketing funnel concept, and understand where to apply MA and AI throughout the funnel. We will adopt the D’Haen & Van den Poel’s framework. As we can see, before a prospect become your lead, there are many characteristics that those prospects need to fulfill. Those qualities could be: awareness of needs; degree of urgency; trust in your products/service; willingness to listen and share, etc. (Brooks, 2017, Järvinen & Taiminen, 2016)

Usually, leads generation often refers to as “top of the funnel” (TOFU) activity, and this part of work could be time-consuming and requires advanced analysis skill if your goal is to gain a decent amount of high quality leads. Under this circumstance, many marketers rely on the marketing list that they can purchase from a third party or squeeze from their existing database, then apply marketing automation platform (MAP) for uniformed content sending. However, in the research done by softwareadvice.com, solely employing marketing automation returns mediocre performance regarding leads acquisition (69%) and retention (50%). Lack of in-depth analysis and mature strategy will cause inefficiency of following marketing work and hurting ROI eventually.

Understanding the behaviors of prospects and identify if they are qualified to become leads will need more investment and engagement. That’s why multichannel analysis is essential at this stage, and it can be done with the help of artificial intelligence. With the resources from a different channel, the measurement of potential leads will be more comprehensive and more reliable. Also, it generates higher possibility and higher value in comparison with cold lists.

On the other hand, AI can help decreasing the human inaccuracy throughout the leads acquisition process. For most of the sales representatives and marketers, even though they are fully dedicated to the leads generation work, there is still room for errors that they may target wrong prospects. The combination of multichannel analysis and big data will more likely to provide authentic and systematic insights.

A typical MAP like Marketo provides more TOFU solutions for companies. By utilizing AI, it bolsters the leads generation process from multi-channels. According to the official website of Marketo, they integrate social media, personalized content, SEO and the client’s website to deliver the sophisticated leads.

Another handy solution is Nova.ai. Based on big data analysis, it understands different persona by segmented the prospects in order to create very personalized content for multiple channels: email, SMS, social media. Nova.ai also provide the customized insight research/analytical report for future marketing use. They use the AI to find the best way to comprehend your cold leads and approach them.

Targeted marketing and Nurturing Leads

After analysis, you have the specific segmentation of your leads. For the different group, there will be different strategies for follow-up and nurturing. High-quality work at the previous stage will make this one easier to achieve. Lead nurturing is so vital that most of the marketers recognize it as the most valuable feature for MA (Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success”, 2015). To successfully achieve nurturing goal, you need to provide relevant content to boost leads’ interest further towards purchasing and give them the responses in a suitable time.

For many B2B marketers, the content created is essential. AI actually makes the marketing more “human” by personalizing the content of marketing campaign: after segmented the prospects, AI will generate the targeted content and information with different preferences and needs. The goal is to create a personalized experience for the leads. The deeper you understand them, the more specific you can provide, the more honest feedback you will get, so that you can optimize the customers’ value in long-term.

Also, the timeliness has been listed on the most important element of the B2B marketers. (Demand Gen Report, 2017 B2B Buyer’s Survey Report) The responding process can be daunting and seems endless if you do it manually. Especially there are many clients and need to take care of different time frame.

AI can help intensively at this part. Apart from content creating, Nova.ai has its own calendar system, it will automatically line up the response sequence, then reminds you to send the messages or let the MAP executes it by itself. The follow-up schedule can also be automatically modified regarding the time when you hear back from the leads. Service provide by conversica.com also allows you to carry on the human-like conversation using AI and ensure that every single lead has been followed up. Both tools can be synchronized with the leads generation platforms like Marketo.

When leads become deals

Now we move to the bottom of the funnel, your MA strategy is succeeded and your leads are decided to purchase. What a great news! However, the funnel doesn’t end by now, if you did an on-point job managing your customers, the funnel will keep working for them.

There is another theory that the sales funnel is not linear but a loop. Paid clients can be repurchasing if the tracking and nurturing works are efficient. So targeted marketing dedicated to the paid clients will help them to remind the image of the brand and continue to stimulate their interest and passion for the company or the service. Finally educated them into a loyal customer who will constantly repurchase.

At this stage, targeting marketing still plays an essential role. And the purchasing history will be a treasure for behavior analysis and content generation. On the other hand, CRM integration will complete the whole transition from marketing to sales. 67% of marketers using the strategy that coupled MAP and CRM, according to The State of Pipeline Marketing Report in 2016. In the research of Järvinen also mentioned the importance to combine CRM when the leads hold the intention for purchase.

Email marketing and MA

Many marketers hold confusion about the difference between marketing automation and email marketing. Indeed, email marketing can be a highly automatic process, and can be a way to practice MA. However, marketing automation in general is more broad than just emailing. As mentioned previously, MA contains leads generation, data tracking, leads nurturing and overall analysis. Email is just one method to fulfill those functions, and email alone is not efficient for the whole MA workflow.

Even though there are shortcomings where marketers only use MA in email marketing, as the most existing form of marketing automation (Ascend2: “Marketing Technology Strategy”), email marketing still retains its power among all the automation approaches. The merging of artificial intelligence has enlightened the marketers to optimize the automatic level of email marketing.

Amazing future for AI and MA

Artificial intelligence makes marketing automation possible, and help marketers working smarter and more efficient. There is still lots of potential for applying AI in MA working flow, only 37% of capability has been developed in marketing work. (State of Marketing Automation Benchmarks for Success, 2017) AI will be more intensively using in the future marketing work and it’s inevitable.

A higher involvement of real, human-like conversation will be the trend for the next generation of marketing AI. Chorus.ai has already launched the solution where AI can record the sales meeting and analyze the content of it. Afterwards, generating the summary, performance measurements and the customer insight analysis. Imagine in the future, a customer will confront with a virtual sales representative and it’s smart enough to understand everything that he or she said and give the correct response, or even complete the deal on behalf of the company.

Marketing automation makes marketers free from the repetitive process, and the artificial intelligence makes these processes more human-like. The combination will be long-lasting and keep developing. That being said, for B2B deals, human involvement is still relevant and critical. AI and MA are smart and can help you to prepare the necessary analysis. However, the best way to understand clients’ needs, is by listening to them, in a real conversation.

Bibliography

Joel Järvinen & Heini Taiminen. (2016) “Industrial Marketing Management”, Industrial Marketing Management 54 (2016) 164–175

Bruce Biegel. (2016) “The current view and outlook for the future of marketing automation”,  Palgrave Macmillan 1746-0166 VOL.10 NO.3 PP 201–213

Jordie van Rijn. (2017) “The Ultimate Marketing Automation statistics overview”, emailmonday.com, available online from:

https://www.emailmonday.com/marketing-automation-statistics-overview/

statista.com, “Revenues from the artificial intelligence (AI) market worldwide, from 2016 to 2025 (in million U.S. dollars)”, available online from:

https://www.statista.com/statistics/607716/worldwide-artificial-intelligence-market-revenues/

Grand View Research,Inc. (2017) “Marketing Automation Software Market Size Worth $7.63 Billion by 2025”, prnewswire.com, available online from:

https://www.prnewswire.com/news-releases/marketing-automation-software-market-size-worth-763-billion-by-2025-grand-view-research-inc-622492524.html

Jeb Brooks. (2017) “The 5 Characteristics of a Qualified Prospect”, brooksgroup.com, available online from:

https://brooksgroup.com/sales-training-blog/five-characteristics-qualified-prospect

Karen Axelton. (2017) “B2B Organizations Seeing Success Incorporating AI Tools Into Lead Follow-Up Process”, Industry Insights, available online from:

https://www.demandgenreport.com/features/industry-insights/b2b-organizations-seeing-success-incorporating-ai-tools-into-lead-follow-up-process

Hubspot.com, “What Is Marketing Automation?”, available online from:

https://www.hubspot.com/marketing-automation-information

Ted Vrountas. “The Marketing Funnel Explained From Top to Bottom”, autopilothq.com, available online from: https://blog.autopilothq.com/marketing-funnel-explained/

boldigital.com, “The State Of Marketing Automation 2017”, available online from: https://blog.boldigital.com/the-state-of-marketing-automation-2017

Gabor Koncz. (2016) “Optimize your email follow-ups automatically: introducing Artificial Intelligence for Marketing Automation”, AI for Marketing Automation, available online from:

Drew Robb. (2016) “8 Marketing Automation Best Practices”, enterpriseappstoday.com, available online from:     http://www.enterpriseappstoday.com/crm/8-marketing-automation-best-practices.html

Mike Kaput. (2017) “3 Ways to Use Artificial Intelligence for Lead Generation, Qualification, and Conversion”, marketing institute.com, available online from:

https://www.marketingaiinstitute.com/blog/3-ways-to-use-artificial-intelligence-for-lead-generation-qualification-and-conversion

Viktor Egri. (2016) “14 Marketing Experts’ opinions on how Artificial Intelligence could be used in Marketing Automation”,  AI for Marketing Automation, available online from:

Marketo.com, “The Definitive Guide to Lead Generation”, available online from: https://www.marketo.com/definitive-guides/lead-generation/

Quick Guide for B2B email marketers: most common concerns for GDPR

With the enforcement date (25th May, 2018) of GDPR (General Data Protection Regulation) approaching, it’s necessary for all the B2B email marketer carefully reexamining about the data they obtaining their marketing strategies. There are many interpretations about this regulation which have arose countless discussions. This article answered the most common questions that we have received in the months regarding GDPR.

How should the B2B email marketers handle the data that they have for the future marketing campaign?

This question is general, and summarized all the questions the we have received. But before answering that, we need to understand the “data” that involved in the GDPR. The GDPR will mainly provide protection for “personal data”. So what is the “personal data” under GDPR? In GDPR, the term corresponding is this:

“‘personal data’ means any information relating to an identified or identifiable natural person (‘data subject’); an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person” (Article 4: Definitions )

Then that brings to the question: Is “Professional Emails” “Personal data”?

In GDPR, there are no specific terms that clearly distinguish the professional emails from the other. But according to the term above, the “personal data” defines the identification of one natural person. An email address is unique, and it can indicate to a specific living individual. If you already know the recipient name of this email address, which is in most of the cases for B2B marketing campaign, this email address is “personal data” of this recipient.

That been said, there are for sure, exceptions. For instance, this email address: marketing@getemail.io. There is no obvious direction which individual in GetEmail.io is currently using this email address. In addition, everyone can learn online that getemail.io is not a one-man company. In this case, the email address is not the personal data.

So we have clarified that, the next question is: How should the B2B marketers process “personal data”?

“‘processing’ means any operation or set of operations which is performed on personal data or on sets of personal data, whether or not by automated means, such as collection, recording, organisation, structuring, storage, adaptation or alteration, retrieval, consultation, use, disclosure by transmission, dissemination or otherwise making available, alignment or combination, restriction, erasure or destruction.” (Article 4: Definitions )

The data management rule is strict in GDPR. All the actions regarding processing personal data must under a “lawful basis”.

“processed lawfully, fairly and in a transparent manner in relation to the data subject (‘lawfulness, fairness and transparency’)” (Article 5: Principles relating to processing of personal data)

Furthermore, what is the lawful way for B2B marketers to process the personal data? Since sending emails is a mean to process “Personal data” according to GDPR, Do B2B marketers must obtain the permission to send B2B cold emails?

“Processing shall be lawful only if and to the extent that at least one of the following applies:

(a) the data subject has given consent to the processing of his or her personal data for one or more specific purposes;

(b) processing is necessary for the performance of a contract to which the data subject is party or in order to take steps at the request of the data subject prior to entering into a contract;

(c) processing is necessary for compliance with a legal obligation to which the controller is subject;

(d) processing is necessary in order to protect the vital interests of the data subject or of another natural person;

(e) processing is necessary for the performance of a task carried out in the public interest or in the exercise of official authority vested in the controller;

(f) processing is necessary for the purposes of the legitimate interests pursued by the controller or by a third party.” (Article 6: Lawfulness of processing)

These are the relevant parts from the GDPR documents. Many recipients always claim that the B2B email marketers must not send them cold emails because that action is unsolicited. However, according to the corresponding articles above, the consent is only one of the lawful conditions. As long as the purpose of the email is legitimate.

 

“Legitimate interest could exist for example where there is a relevant and appropriate relationship between the data subject and the controller in situations such as where the data subject is a client or in the service of the controller.”

 

“The processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest.” (Recitals 47)

For instance, if a marketer of a consultancy try to reach out to other marketers/researchers for promoting his/her marketing analysis tool, this action is out of legitimate interest, and those recipients might eventually become clients of this consultancy.

However, those kind of direct marketing approach has to provide the recipients a easy way to opt out if they don’t want to receive these emails from now on or not interested in the products/service anymore, even though in the beginning they had given you the permission to send, according to GDPR:

“The data subject shall have the right to obtain from the controller the erasure of personal data concerning him or her without undue delay and the controller shall have the obligation to erase personal data without undue delay where one of the following grounds applies:

(a) the personal data are no longer necessary in relation to the purposes for which they were collected or otherwise processed;

(b) the data subject withdraws consent” (Article 17: Right to erasure (‘right to be forgotten’))

Is GetEmail.io Legal After the enforcement of GDPR?

GetEmail.io process the data in a legitimate intention. The algorithm only searches the data which people publicly shared online, and agreed other party to view. The results of searching are mainly professional emails for B2B use. So resource of the data; process of the data; and the service that we provide to our clients are 100% legal and comply with GDPR.

-Professional emails of a specific prospect is indeed, personal data, and personal data need to be handle under lawful basis according to GDPR;

-Consent is not the seul, nor obligatory condition for processing personal data; You can still send the B2B mails to cold prospects with legal intention;

-GetEmail.io is legal after the enforcement of GDPR.

 

 

Bibliography

Official Journal of the European Union, “General Data Protection Regulation”, 4th May 2016, avaliable online from: https://gdpr-info.eu/

Information Commissioner’s Office, “Guide to the General Data Protection Regulation”, 21st November 2017, avaliable online from: https://ico.org.uk/for-organisations/guide-to-the-general-data-protection-regulation-gdpr/individual-rights/right-of-access/

Mihaela Jucan, “Expert GDPR QA: The material scope of personal data and legal implications”, 23rd March 2017, avaliable online from: https://www.itgovernance.eu/blog/en/expert-gdpr-qa-the-material-scope-of-personal-data-and-legal-implications/

Deborah Betteridge, “B2B marketing and the GDPR”, 6th December 2016, avaliable online from: https://dma.org.uk/article/b2b-marketing-and-the-gdpr

Philip Brining, “What is Personal Data?”, 20th April, 2016, avaliable online from: http://www.dataprotectionpeople.com/what-is-personal-data/

Phil Lee, “Re-consenting to marketing under GDPR?”, 6th November, 2017, avaliable online from: http://privacylawblog.fieldfisher.com/2017/re-consenting-to-marketing-under-gdpr/

Olivier Proust, “CNIL publishes guidance for data processors”, 26th October, 2017, avaliable online from: http://privacylawblog.fieldfisher.com/2017/cnil-publishes-guidance-for-data-processors/

Kingpincomms, “What will the GDPR mean for B2B marketing professionals?”, avaliable online from: http://kingpincomms.com/wp-content/uploads/2017/04/Kingpin_GDPR-eBook-20172-002.pdf

Ruth Boardman et al., “The UK Government publishes its Statement of Intent for Data Protection Bill and GDPR” 8th August 2017, avaliable online from: https://www.twobirds.com/en/news/articles/2017/uk/uk-government-publishes-its-statement-of-intent-for-data-protection-bill-and-gdpr

Matt Burgess, “GDPR will change data protection – here’s what you need to know”, 7th November 2017, avaliable online from: http://www.wired.co.uk/article/what-is-gdpr-uk-eu-legislation-compliance-summary-fines-2018

Iain Lovatt, “Will GDPR change B2B marketing?”, 20th July 2017, avaliable online from: https://www.bluesheep.com/blog/how-will-gdpr-affect-b2b-marketers

Changes in our freemium model

Hello everyone,

I hope the summer allowed all of you to take some holidays, and take advantage of the sun 🙂 Here, at GetEmail.io, we’re back and working, improving the service, as always.

Today, we’ve taken the decision to restrict the free plan, due to many users trying to abuse the system by creating multiple fake accounts. From today, the free plan will give only 10 free credits / month.

This will slow down the total number of email searches for GetEmail.io, and will allow us to focus more ressources and speed to our paying users.

Cheers!

Le blog d’Intuiti parle de nous!

Chers utilisateurs de GetEmail.io (français),

Je souhaite adresser un grand merci à Julie David, qui a rédigé un article de présentation de GetEmail.io sur le célèbre blog d’Intuiti :

Bonne nuit à tous !

Italy loves GetEmail.io!

Hi folks,

Just a quick message to thank Andrea Bovarini, our italian marketing partner, for featuring GetEmail.io on his blog :

http://www.andreabovarini.com/2017/04/27/getemail-find-email-addresses/

So proud to see that our efforts yield positive results, especially in lowering the bounce rate of the emails our algorithm finds (<4% according to the article), resulting in an open rate on Mailchimp way greater than on average.

Thank you Andrea!

GetEmail.io is featured in Entrepreneur.com!

Dear GetEmail.io users,

We’re so proud to tell you that one of the biggest online magazines, specialized in startups and entrepreneurs, talks about GetEmail.io.

To read it, please click here :

https://www.entrepreneur.com/article/295269

Many thanks to Jeremiah Desmarais, who tested our service, purchased one of our paid plans, used it successfully and now talks about GetEmail.io in his articles.

Cheers,

MARKETING MAILING CAMPAIGN AS THE FORERUNNER OF BUSINESS DEVELOPMENT ACTIVITIES

Although, sometimes considered as disputable, marketing mailing campaign remain a very cost effective way of acquiring new market shares.

Attracting the attention of your future consumers can be daunting, either you are a small business looking at developing your activity or if you are a multinational seeking to expand your market shares. Approaching leads via emails is widely applied through business models emanating from every corner of the earth, independently from the nationality or the cultural habits.

Gathering clients and users from all around the world enabled the Getemail team to grasp the efficiency of mailing campaigns for business development strategies: 

  1. Educate yourself on your market
  2. Document your research with facts and figures
  3. Identify key POC or leaders (through Linkedin, Viadeo, Weibo, Xing etc…)
  4. Find the email address of the person identified WITH GETEMAIL !!!

Some graphs and numbers attesting for the above statements :

Email marketing more effective than social media

email marketing'

 

The mobility factor highlighting the importance of email communication:

  • 75% of Gmail’s 900 million users access their accounts on mobile devices.

customer acqusition getemail

Source: McKinsey

A Business Development campaign can be severely affected by inaccuracies, in the contact details, of your future prospects. This confirm the necessity to equip your business with Getemail. The most efficient strategy in customer acquisition relies on informative data which reduces the gap  between companies and users. Moreover, the email remains the most reliable communication channel for businesses.

 

 Laura Quintard

                                                                                                                                       Chief Marketing Officer  GetEmail.io

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GETEMAIL IS GOING ALL FLEXIBLE FOR THE SUMMER !!!!

The user and the client’s satisfaction is at the heart of GetEmail’s values, therefore, we reconfigured our offer to match your claims and expectations.

  • GetEmail enables you to choose between a monthly or a yearly subscription with no bounding commitment, forbidding you to cancel your account whenever you want.
  • GetEmail offers a yearly subscription which entitles to a very profitable discount and spares you to proceed with monthly payments. This offer is applicable to each versions from Basic to Ultra.

The Getemail team is dedicated to the understanding of the corporate environment. Through numerous chats, discussions and customer feedback, we appreciate the importance of data sharing within a project team or a unit, among others. This is the reason why we designed a corporate offer which can be specifically tailored for your company.

  • Getemail’s corporate offer:
    • It enables you to share your credits or to have multiple users accounts
    • It is to be used in a professional environment and participants have to provide their professional email address.
    • The aim of this account is to provide a convenient online solution which can benefit the team beyond the sole user.
  • You also benefit from a technical and functional assistance 24/7 independently of your location.

This engenders an optimal management of your the email addresses and lead’s information, you would have gathered on your Getemail account. Getemail went forward with these new measures to encourage team work and knowledge transfer, on lead acquisition projects.

We are aware that lead acquisition is a tenuous part of your job. Hence, our aim, despite providing you with an online solution, is to facilitate your lead acquisition process and your job in general !

 

 Laura Quintard

                                                                                                                                       Chief Marketing Officer  GetEmail.io

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HOW DOES GETEMAIL BENEFIT BUSINESSES ?

On a daily basis Getemail acquires more and more credence amongst businesses around the world. Here is testimony for you, from Harrison Gray Search based in the US within the staffing and recruiting industry.

Harrison gray search

  • What challenges did you face prior to using Getemail ?

‘It can be challenging for us to reach out to new client via email, without knowing their address and can spend a lot of time guessing what it could be/searching for it.’

  • How did Getemail contribute to improve the quality of your daily tasks/missions ?

‘Yes, this provides an easier way for me to get in touch with potential clients or
candidates.’

  • Did Getemail help you reach your objectives (if yes please briefly explain how) ?

‘This saved me a lot of time, instead of searching sites to see if there is a directory,
guessing what emails could be or just not sending emails because I give up–this got me
to potential clients quickly.’

  • Is Getemail integrated in your Business strategy ?

‘We are trying it out and I think it could be very helpful for us.’

If you would like to discuss futher how Getemail can benefit your business, get in touch !!

 

 

                                                           Laura Quintard

                                                                                                                                       Chief Marketing Officer  GetEmail.io

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INTEGRATION WITH SALESFORCES AVAILABLE NOW !

Since so many of our users use Salesforce, we have just released the GetEmail.io connector for Salesforce!

Getemail facilitates your process of saving and exporting leads from the dashboard of your Getemail account to Salesforces.

How to connect your GetEmail.io account to your Salesforce Account

Step 1

image1salesforces
Step 2

image2salesforce

Every 5 minutes, parts of your contacts will be exported to Salesforces.

Please give us lots of feedback!