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artificial intelligence in marketingimage credit: Robohub

There's a lot of buzz around Artificial Intelligence in the marketing industry. Digital marketing and sales enablement are evolving quickly, with the rise of technology. Artificial Intelligence (AI) also seems to be generating a lot of fear. Will AI replace humans? Will marketers soon be replaced by magical robots that know more than them?

As a human, I'm not scared at all. As an agency growing up in the HubSpot movement, I've seen a continual evolution of technology. From my perspective, AI is just another weapon in our agency toolbox. Things are changing so fast, it's hard to keep up. But that's our job. I believe that agencies must be quick to adopt and implement cutting-edge technologies to serve their clients effectively. I believe that it's our job to stay in front, so our clients don't have to.

In many cases that comes down to mastering best-of-breed software stacks. This article will outline several AI-enhanced technologies and help you understand how to leverage them for your benefit.

Onemata | https://www.onemata.com/

Onemata is an AI-powered lead generation software for the little guy. A B2B customer prospecting engine, it specializes in making the unknown known. Unlike most lead list-generators, Onemata doesn't dump a large list of potential clients in your lap to sift through for timing. It delivers small bursts of ideal prospects for immediate execution.

By identifying a customers best-fit prospects when they're most likely to buy, Onemata helps customers get their products and services into the hands of those who need and want their offerings. It's this SaaS solution's ability to help small business owners and operators compete in their respective industry that sets Onemata apart.

How to leverage Onemata in your marketing

Today, almost every marketer is challenged with generating leads for sales. Sales people can be slow to embrace technology, so why not do it for them? By adding this tool to the marketing department's toolbox you'll be able to identify perfect-fit prospects for your sales department. You can take it a step further by researching the appropriate contact, harvesting additional information, and even enrolling them into sales sequences that include outreach by the sales rep.

Drift | https://www.drift.com/

Drift is an AI-powered chat bot tool that hundreds of brands use to engage with and educate site visitors. Drift bots can automatically converse with visitors, route conversations to your team members, and schedule sales meetings for you. The tool also captures email addresses so you can automate lead capture and engagement at scale. Using Drift, salespeople can direct visitors to relevant information on products and services, answer questions and address pain points, and vastly streamline engagement and scheduling. It’s a powerful sales assistant that never sleeps and scales with your needs.

How to leverage Drift in your marketing

Conversational marketing is on fire, and for good reason. The ability to open a conversation with website visitors of any kind is extremely powerful. As a marketer, you simply have to drive this capability through for your team. Once you get Drift onboarded, open up a new playbook and get to building. Go through the logic of how you believe a prospect would prefer to communicate and work from the opening bot message all the way through a directly integrated booking calendar. I think you'll find that opening up an additional way to convert leads will be especially effective.

Seventh Sense | https://www.theseventhsense.com/

Seventh Sense is an AI-powered tool that integrates with platforms like HubSpot and Marketo to send sales emails at the optimal time for maximum engagement. The tool looks at your email data and determines exactly when each prospect is most likely to see—and respond—to your communications. The best part? The system continually learns from your data to improve its effectiveness. Your marketing team can also access this data (and you can access theirs) to further inform future email sends.

How to leverage Seventh Sense in your marketing

The way I see it, Seventh Sense is the next-level secret weapon to help your emails perform better for your organization or clients. It can greatly increase the effectiveness of your emails by leveraging machine learning and artificial intelligence to optimize the delivery time of each and every email you send. Once you set it up and integrate it with HubSpot you'll be ready to go. Continue building your emails and workflows in HubSpot before selecting a send time range in Seventh Sense.

SRAX | https://srax.com/

Social Reality, Inc.  SRAX, -2.80% is a digital marketing and consumer data management and distribution technology platform company. SRAX's technology delivers the tools to unlock data to reveal brands and content owners' core consumers and their characteristics across marketing channels. Through its blockchain identification graph technology platform, BIG (www.bigtoken.com), SRAX is developing a consumer-powered data marketplace where people will own and sell access to their data thereby providing everyone in the Internet ecosystem transparency, choice and compensation. SRAX's technology and tools deliver a digital competitive advantage for brands in the CPG, automotive, sports and lifestyle verticals by integrating all aspects of the advertising experience, including verified consumer participation, into one platform.

How to leverage SRAX in your marketing

It's no secret that organic lead generation efforts take time. As a marketer, you can combat this elongated timeline with advertising methods. I like SRAX's approach to omni-channel advertising because it spreads your marketing message all across the internet. You can really drive a lot of targeted eyeballs to your offering with SRAX, on social channels, the display network, and even through email campaigns to unknown contacts. Once you earn an engagement SRAX will follow your prospects around the internet, putting additional messages in their face until they decide to buy.

Putting it all together

Success with digital requires a combination of tactics and technology. There is no magic bullet or all-in-one solution. As powerful and connected as HubSpot is, it still needs to be accented by other software solutions like the AI-powered examples I shared today. If you're struggling to make sense of this complicated world of technology, you're not alone. At least you don't have to be. You can lean on one of the leading technology experts on the planet in Revenue River. Check out our website, talk with our Drift chat bot Carl, and schedule your own meeting.

For a glimpse at how we leverage technology like the four examples above (and many more), check out this video:

Eric Pratt

Eric Pratt

Eric founded Revenue River in 2009 and has driven it into one of the most successful digital marketing agencies in the country. He wears many hats at Revenue River, while running the company is his job, he’s happy to be on the ground floor in the marketing and sales departments whenever the opportunity arises. On the rare occasions that Eric isn’t working, he’s somewhere in the high country stalking game or with his wife and two kids cheering on the Seahawks.

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