Artificial Intelligence: Technology’s Invisible Hand in Business

In the business world, AI is rapidly transforming how we use marketing, sales, and service platforms. AI enables marketers to score and qualify leads without lifting a finger, sales to spend time on deals most likely to close and service agents prepared to help by knowing a customers' disposition ahead of time.

In this webinar with Pam Didner, B2B and Tech Marketing Consultant, Author and Speaker, we showcased how to:

Better understand how AI impacts marketing, sales, and service
Connect the dots between the AI and your role
See how AI is impacting the buyer's journey
How Sugar is bringing “AI to all” for better performance and predictability

Transcript

1. Artificial Intelligence:
   Technology’s Invisible
   Hand in Business
   

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2. © 2021 SugarCRM Inc. All rights reserved.
   Everyone is on
   mute
   Questions are
   welcome
   Recording
   available
   Before We Start
   

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3. © 2021 SugarCRM Inc. All rights reserved.
   Presenters
   Pam Didner
   B2B and Tech Marketing Consultant,
   Author and Speaker
   pam@pamdidner.com
   Sarah Friedlander Garcia
   Director, Content & Creative
   SugarCRM
   sarah.friedlander@sugarcrm.com
   

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4. AI: Technology’s
   Invisible Hand in
   Business
   

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

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

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10. 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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11. Narrow
    General
    Super
    3 Levels of AI
    

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12. 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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13. 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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14. • Narrow AI
    • Weak AI
    • Artificial
    General
    Intelligence
    • Strong AI
    Artificial Super
    Intelligence
    (ASI)
    We are here
    Where are we?
    

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15. 15
    Algorithmic
    Machine Learning
    

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16. 16
    Dog vs. Muffin
    

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17. 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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18. 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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19. Today’s topics
    19
    Sales and
    marketing
    AI applications
    Apply AI
    in your company
    The Definition
    of AI
    

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

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21. Writing content – ShortlyAI
    21
    YouTube Source: AI Content Dojo
    

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

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30. 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. 31
    Generated
    500,000
    views
    

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32. McCann Japan’s
    AI-CD Initiative
    

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33. 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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36. 46%
    54%
    

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

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39. 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. 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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41. 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. 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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43. 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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44. 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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45. AI, not a fad.
    It’s here to stay!
    

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

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48. © 2021 SugarCRM Inc. All rights reserved.
    Thank You!
    

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49. © 2021 SugarCRM Inc. All rights reserved.
    sugarcrm.com
    

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