Artificial Intelligence: Technology’s Invisible Hand in Business

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© 2021 SugarCRM Inc. All rights reserved. Presenters Pam Didner B2B and Tech Marketing Consultant, Author and Speaker [email protected] Sarah Friedlander Garcia Director, Content & Creative SugarCRM [email protected]

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AI: Technology’s Invisible Hand in Business

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Hi, I’m Pam Didner… 5 Help accelerate Marketing’s contribution to Sales: • Global Content marketing • Account-Based Marketing • Sales enablement Work with sales and marketing: • Digital marketing and sales/marketing alignment • 1:1 executive and marketing coaching • Group workshops • Keynote presentations/sessions

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Today’s topics 6 Sales and marketing AI applications Apply AI in your company The Definition of AI

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Define: AI Intelligence exhibited by machines to enable decision-making, predict outcomes, or improve efficiency

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Artificial Super Intelligence (ASI) AI becomes much smarter than the best human brains in practically every field, including scientific, creative, and social skills 10

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Narrow General Super 3 Levels of AI

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Artificial Narrow Intelligence Weak AI or Narrow AI • Perform a task competently • Modify behavior when the situation changes Google Translate Siri Autonomous Car AlphaGo IBM Watson Alexa

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Artificial General Intelligence (AGI), Strong AI or Human-like AI • Perform any intellectual task as well as humans • Capable of cognitive functions humans may have – in essence, no different than a real human mind • Understand its environment as humans would

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• Narrow AI • Weak AI • Artificial General Intelligence • Strong AI Artificial Super Intelligence (ASI) We are here Where are we?

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15 Algorithmic Machine Learning

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16 Dog vs. Muffin

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AI comes in different forms and shapes: Visible vs. Invisible 17 AI can be a robot AI smart devices to carry out specific functions AI software/algorithm that manifests intelligence

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For the sake of marketing and sales… 18 AI can be a robot AI Smart devices to carry out specific functions AI software that manifests intelligence

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Today’s topics 19 Sales and marketing AI applications Apply AI in your company The Definition of AI

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20 Examples of AI Applications Content Creation Demo and training Lead and Relationship mgmt Creative Marketing

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Writing content – ShortlyAI 21 YouTube Source: AI Content Dojo

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Narrative Science’s AI-Based Natural Language Generation Technology: Quill

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AI-Based Content Creation Bot (home-grown) The Washington Post’s Heliograf 30 Editors create narrative template for stories Include key phrases for different outcomes Connect Heliograf to trusted sources and structured data Heliograf identifies relevant data Heliograf matches data with phrases in the template Heliograf writes content and publishes across platforms

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31 Generated 500,000 views

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McCann Japan’s AI-CD Initiative

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AI vs. Human on Creative The AI-CD bot and a human creative team were both asked to create ads to promote Clorets chewing gum: “Instant fresh breath that lasts for 10 minutes.” 33

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Today’s topics 38 Sales and marketing AI applications Apply AI in your company The Definition of AI

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39 3 Ways to Implement AI Create a learning model internally Purchase AI-based tools Explore AI features in your existing platforms writer.com, shortlyai.com Rytr.com

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40 A Cost-effective Way To Pilot AI Algorithm and self-learning capabilities Show and tell Discuss AI approach with vendors 3rd party platforms – CRM and marketing automation tools

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Marketing Automation Tool 41 Personalization Populate lists and drive campaigns based on a buyer’s interest analysis Prioritize activities not just content but also based on time between actions Send most qualified prospects to Sales based on predictive lead scoring models Identify accounts for account-based and buying groups marketing efforts Understand your needs and ask your marketing automation vendors if they have such features

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42 CRM Predictive Analytics Identify customers mostly likely to churn Predict intent and lead interests based on lead scoring model Recommend opportunities for cross-sell and upsell Analyze data to predict pipeline opportunities based on Ideal Customer Profile (ICP) Forecast win rate or closure rate Evaluate and predict customers’ intent to buy Articulate the questions you want to predict and forecast, then determine the approaches or tools you will use

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Many Other Tactics That AI Can Perform Personalization, Prediction, and Automation Predict buyer interest and propensity Ascertain marketing and sales contribution Identify target so sales and marketing can take actions Forecast quota success and monitor sales closure Uncover hidden sales opportunities And more…

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Cautious about AI 44 Balance recommendation from AI with your gut-feel Understand the data sources Quality of your data matters Run models and analyses several times Remember the algorithm is learning rapidly, just like you

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AI, not a fad. It’s here to stay!

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It’s time to kick off your own AI initiatives – Start with AI-based CRM and Marketing Automation tools 46