When B2B marketers talk about using Artificial Intelligence/Machine Learning (AI/ML) in their companies, they often talk about things like improving email deliverability and automating their social media efforts. There’s no doubt that “cost efficiency things” like those are solid but the absolute goldmine in B2B? Using AI/ML to get more bang for your marketing buck by increasing your revenues and improving your bottom line! Here are three … [Read more...]
What is Likelihood to Purchase (LTP) Rate?
Likelihood to Purchase (LTP) predicts how likely an individual is to purchase. For decades, marketers have determined their LTP rate. Some use old-school intent surveys or outbound telemarketing qualifiers to assess how likely someone is to buy. Others use models based on demographics, past purchasing behavior, and other variables. Artificial Intelligence/Machine Learning has put your LTP Rate on steroids. Instead of just a few preselected … [Read more...]
Improve Your Email Marketing Results with Artificial Intelligence
If you’ve been around these parts for a hot second, you know that email is one of my favorite marketing channels. It costs peanuts, is easy to test, quick to measure, and oh-so-very-lucrative. It’s also the perfect medium for artificial intelligence. Whether you’re an AI veteran with dozens of projects under your belt or just starting out with your very first task, email is a great place to master your marketing AI skills. Why? Easy. There … [Read more...]
How To Choose an Artificial Intelligence Vendor
These days, my inboxes are overflowing with requests from marketers who want help evaluating Artificial Intelligence (AI) vendors. I get it. I do. Many of the pitches sound solid(ish), but if you have been in Marketing for a while, there is often something off/suspicious that you can’t quite put your finger on. Sometimes that queasy feeling is about the vendor or the product/software; other times it’s just about the lack of experience in … [Read more...]
Channel Selection + Artificial Intelligence: How To Get More Bang for Your Marketing Buck
Artificial Intelligence is good for many things, but one of its best-kept secret benefits? It excels at Channel Selection and Timing. You already know that people behave differently on different devices and respond differently on different channels. Some of your customers are more responsive to their Voice Assistants' triggered push notifications and spoken announcements (read: advertisements). Others respond best to direct mail, catalogs, or … [Read more...]
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Catalogers and other offline marketers have many advantages when it comes to E-Commerce. 
