10 Must-have Marketing Technology Stack for Your B2B Tech

| September 13, 2019

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Still think your current martech stack doesn't need an upgrade? Think again. 2019 is gradually coming to a close and marketing channels have shown no signs of slowing down. If you’re a marketer who’s part of a technology-dominated industry, you know well that it’s no longer a bonus to be technologically savvy in this day and age. To ensure customers don’t just drop out of your funnel you need to test drive every efficient alternative to get the job done. A study by Gartner reveals that marketing technology is now the largest portion of the total marketing budget. Putting together a modern technology stack is no joke – especially when every business varies in shapes and sizes. It’s crucial to realize that as marketing departments, we each have functions, needs, and goals. To ensure that your performance scales in 2020 and beyond, you need a proper stack and a diverse set of tools that are perfectly aligned with your marketing structure.

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Parsons is a digitally enabled solutions provider focused on the defense, security, and infrastructure markets. With nearly 75 years of experience, Parsons is uniquely qualified to deliver cyber/converged security, technology-based intellectual property, and other innovative services to federal, regional, and local government agencies, as well as to private industrial customers worldwide. Learn more at parsons.com and find your place with us at parsons.com/careers.

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Artificial Intelligence in a post-covid world: 2021 and beyond

Article | December 20, 2020

COVID-19 has impacted every aspect of our lives including the way we do business. In fact, according to a recent survey by McKinsey, COVID has accelerated companies’ digital transformation journeys. In a post-COVID world, there will be an even-greater acceleration of AI adoption by enterprises. AI business applications will be centered around automating tasks, forecasting supply disruptions, and enhancing customer behavioral analytics. There will be a rise in industry and sector specific AI applications where business domain knowledge and business content data are the main differentiators. However, increases in AI adoption rates do not necessarily translate into higher success rates. To avoid failure, business executives need to develop robust AI strategies and metrics, enhance data quality, and focus on AI integration and governance. Key trends and applications for 2021 and beyond are as follows: AI and Healthcare Artificial intelligence played a crucial role in the detection of COVID-19. Indeed, we have seen the emergence of the use of AI at hospitals to evaluate chest CT scans. With the use of deep learning and image recognition, COVID patients could be diagnosed thus enabling the medical team to follow the necessary protocols. Another important application was the triage of COVID-19. Once a patient has been diagnosed with COVID, AI has been used to predict the likely severity of the illness so the medical staff can prioritize resources and treatments. In a post-COVID world, we will see increased use of AI in detection of illnesses, triage of patients, and drug discovery. According to a recent market research reported by PRnewswire, the market size for global healthcare IT is expected to reach $270 billion by 2020. The increase will be driven by COVID-19, government policies, and the use of technologies such as artificial intelligence and big data. AI and Supply Chains Coronavirus has highlighted the need to re-think traditional supply chain models. There will be an increase in the use of technology such as artificial intelligence, Internet of Things, and 5G to make supply chains more efficient. Artificial intelligence applications will focus on improving end to end visibility, analyzing data to detect anomalies, and forecasting supply and demand outlooks thus making supply chains more resilient. AI and Retail The pandemic has changed what and how consumers buy, with retailers forced to grow their online presence. E-commerce has been put at the forefront: in the first six months of 2020 consumer spending with US retailers increased by about a third compared for the same period in 2019 according to Digitalcommerce360. According to new market research reported by PRnewswire, AI in retail will be worth about $20 billion by 2027. When it comes to retail and ecommerce, we can find AI applications in several areas including customers analytics for product recommendations, targeted marketing, and price optimizations. For the latter, AI is applied to analyze patterns and data on customer profiles, their purchase power, product specification, timing of purchase, and what the competition is offering. The outcome of the analysis will set the pricing strategy. Several companies use AI to set their pricing strategy on a frequent basis, for example Amazon’s average product’s cost changes about every 10 minutes according to Business Insider source. AI and Intelligent autonomous agents COVID has highlighted the need to deploy intelligent autonomous agents that cannot catch diseases to fight against the pandemic. We have seen both robots used at hospitals to diagnose COVID-19 patients and drones deployed to monitor if the public is adhering to social distancing rules. An ABI research showed that mobile robotics applications market size will increase to $23 billion by 2021. This increase is mainly due to applications that disinfect, monitor, and deliver materials. The integration of AI with drone technology and robotics will create new application opportunities and will make them mainstreamed across several sectors. AI and Education Education is another sector that was badly hit by COVID. According to Unicef more than 1 billion children are at risk of falling behind due to school closures. The pandemic has highlighted the need for educators to adopt digital solutions to minimize learning vulnerabilities across the globe. AI application in education will mainly focus on personalized learning where the technology is used to design and tailor training materials that matches the student’s ability and learning preferences. Other applications include the deployment of voice assistants to interact with educational material and the use of AI to support teachers in administrative tasks. AI and Digital Twins The pandemic has accelerated the adoption of digital twin technology. Digital twins are replicas of physical assets such as cities, offices, and factories. This technology became crucial in testing pandemic scenarios and emergency plans. Digital twins technology is expected to reach a global spend level of about $13 billion by 2023 fueled by AI and machine learning according to Juniper Research. When integrated with artificial intelligence and IoT, digital twin technology becomes very powerful when trying to test scenarios and predict bottlenecks, breakdowns, and productivity. AI and Ethics Over the last year, we had several prominent examples of AI ethics issues. The first example relates to facial recognition: after several calls against mass surveillance, racial profiling and bias, and in light of Black Lives Matter movement starting in the United States, several tech companies such as Microsoft banned the police from using its facial recognition technology. The second example relates to the use of an algorithm to predict exam results during COVID-19 period: after accusations and protests that the controversial algorithm was biased against students from poorer backgrounds, the United Kingdom government was forced to ditch the algorithm. In the absence of regulations and tightened frameworks, ethics will continue to be the main concerns surrounding the use of artificial intelligence.

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How SEOs can benefit from using AI and automation

Article | December 20, 2020

Today, optimizing for search is optimizing your customer’s experience. As people query a search engine on their laptop, ask a voice assistant for help, or use their mobile device to find nearby solutions to their needs, brands must be positioned to appear in these critical decision-making moments. Moreover, they must be positioned to respond with relevant, personalized content that speaks directly to the stated need—regardless of device or platform. In fact, real-time marketing (65%) and omnichannel delivery and engagement (52%) were identified as the top two near-term marketing priorities in an Econsultancy/Resulticks survey of more than 340 enterprise brands.

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How AI and Machine Learning Making Enterprise Software Smarter?

Article | December 20, 2020

When contemplating Robotics or AI and Machine Learning, it is not true innovators but imaginative writers who could always trace their roots. For several ages, intellectuals and writers have captivated a world where intelligent robots could play a central role in enhancing each sector of human life. They have caused others to think about the possibilities and the splendour in such an effort. The people behind it have always tried to make machines more intelligent since the first computer was born. Over the years, we have seen fantastic growth in the usage of enterprise app development services among several small, medium and large businesses. An enterprise application covers them all, from boosting customer satisfaction to improving the decision-making process, boosting productivity, etc.

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How to Market Your AI-powered platform

Article | December 20, 2020

The world of AI-powered businesses is evolving like never before. It’s fast-moving, extremely competitive, and even ruthless at times. Currently, hundreds of artificial intelligence platforms are being introduced every day and they are reshaping the way businesses conduct different campaigns like social media campaigns, search marketing campaigns, digital marketing campaigns, etc. With intense competition in this field, only a few manage to reach the top. Some keep on struggling to impress their audience for years while others fail to find the right traction and eventually crumble shortly. Being a company owner, marketer, or founder, it is essential to keep one thing in mind — people want to buy great products. And, only the most creative, smartest, and strongest all will last. Whether it is a service or product, it must add more value to the day-to-day lives of your customers. That said, effective marketing for AI-powered platforms in this internet era may seem like finding a needle in a haystack for some. However, it can get an edge and rule this cynical market if you follow the below-mentioned actionable tips. We have discussed with some of the best brand communicators and marketers in the business who have used amazing tactics to survive in this already saturated industry. Focus More On ROI, Less On Technology Being an AI-based company or a platform, it's obvious that many tend to get wrapped up in a bunch of technical terms. But the customers don’t care much about it. Instead of knowing your artificial intelligence tool in and out, they want to know how it can boost their returns on investment. Yes, it’s good to let them know the technology you have used. But in the end, it’s the service you are selling and any customer would want to make sure if your product can satisfy the following needs: ● Enhance customer relationships ● Minimize business costs ● Simplify the processes ● Reduce the losses ● Get more sales Your marketing strategy for AI-powered platforms must focus on the major pain points of the customers. After all, knowing if your product is worth the money is the basic thing all businesses and individuals need. Go Visual To Effectively Market Your Service Nothing can catch someone’s attention better than the visuals. Humans are visual learners and nothing can beat great visuals when communicating a service or product. Let your customers take a peek at what’s under the hood of your service. You indeed can get help from gifs, videos, photos, and screenshots to clear some fog. But understanding how the software works is rarely achieved through them. Giving them an idea of how it really works is the key here. Demonstrating the functionality and interactivity of your platform helps clients understand its operations and ultimately, its potential benefits. Make sure your demo is clear, friendly, and able to help your customers visualize your AI-powered platform in action. This high-performing marketing strategy has the power to normalize your solution, no matter how complicated it is in reality. Have A BS-Free Approach Even though this is a pretty obvious thing to know, it’s worth mentioning here because it is, unfortunately, extremely widespread. You should market your product as an AI-powered one only if it truly revolves around AI. The concept of artificial intelligence is the new boom in the market and many businesses are tempted to introduce their platform as AI-powered even when it isn’t. This may look cool in the beginning but avoid doing this as it can cause serious consequences for both investors and customers down the road. Therefore, the marketing for AI-powered platforms should be very tech-specific and long away from even the slightest hint of misleading. Educate Your Customers On Alternate Options In general, Artificial Intelligence is an umbrella term that comprises several technical approaches. But sadly, only a few of them are mostly touted in the market. “Deep Learning” and “Machine Learning” are to name a few. How many are there who say they use Robotic Process Automation, AI Optimized Hardware, Decision Management, or Evolutionary Strategies? The numbers are surprisingly poor. Your marketing for AI-powered platforms should include demonstrations that educate customers on your unique approaches that can benefit their business in terms of finances, eCommerce, digital marketing, etc. For instance, if your platform is armed with Evolutionary Strategies (ES), let your customers know about it. ES uses a set of candidate solutions for problem-solving. It evaluates the answer depending on a ‘fitness’ function. The survival of the solutions is decided on their performance ratings which improve them generation by generation. The stand out feature of ES is that it does not require tons of clearly labelled data. Such kind of optimized marketing creates wonders. It cares more about the outcomes customers will get and less about the tech. Develop A Remarkable Demo To earn the trust, attention, and eventually the budget of your customer, you need to make the best first impression of your AI-powered platform. Your product should speak for itself and you can get help from a crisp, condensed and engaging demo for this task. Build a great demonstration of your product to explain how it operates. This will make customers realize how it can be beneficial for their specific needs. A highly practical and visual demo gives extra information about the product so your customers can understand a broader picture of it. It helps them to draw conclusions about certain facts, functionalities, and potential benefits. Include Case Studies In Your Demo Case studies play a vital role when it is about marketing for AI-powered platforms. The fact is, most of your customers are not tech-savvy. And, all those jargon, technical words related to your product are kind of an enigma to them. Of course, you can use visuals, bulleted points, and other forms to demonstrate the unique features of your product. However, it’s not enough for them until they see how your product helped other customers. You can count on some of your compelling customer stories to showcase the power of your tool. It not only demonstrates how your platform works in the real world but also helps clients know the tangible value creation. Arrange Free Consulting Sessions And Webinars For Customers Marketing for AI-powered platforms should be all about expressing your unique approach and best ideas to the right audience in such a way that they find it valuable, interesting, and game-changing. Talking directly can make this job a lot easier. Yes, we mean literally talking to your prospective clients. But how can you do that? It’s simple — through consulting sessions and webinars. Both of these options are highly beneficial as they can ● Answer all the questions customers have ● Create excitement among customers ● Build communities Such a consultative approach is an integral part of any high-performing marketing strategy because it allows you to serve and not just sell. And on top of everything, it creates a ‘tone of helpfulness’ that promotes trust. No matter if you have the most unique and powerful ideal in the world, that’s not enough for the success of your company. The right marketing is what you need to make your idea reach the mass. As the artificial intelligence industry is constantly growing and the cutthroat competition is making it harder to reach the top, what roadmap you follow in marketing for AI-powered platforms is the ticket to your success. FAQs What is AI-powered marketing? AI-powered marketing, in layman’s terms, is a marketing strategy that uses artificial intelligence. It revolves around the facts related to data analysis, data collection, and customer & economic trends that can make or break your marketing efforts. When speed is what you want, nothing is better than AI-powered marketing. With the effective use of customer profiles and data, AI initiates communication and serves the customers in the best way. What are the top benefits of AI-powered platforms? The following are the benefits that can make your job of marketing for AI-powered platforms easy: ● Improved personalised experience ● Automated customer interactions ● Improved outcome predictions ● Enhanced recruitment process ● Improves information security ● Operational automation ● Real-time assistance ● Data mining What is an AI-powered platform? Traditional platforms involve human beings to complete specific tasks. On the other hand, AI-powered platforms use machines to do the same. Artificial intelligence platforms use cognitive function stimulation that humans normally use for general intelligence, social intelligence, logical reasoning, learning and problem-solving. With such a great ability to reduce human efforts and deliver excellent benefits, effective marketing for AI-powered platforms is the need of the hour. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is AI-powered marketing?", "acceptedAnswer": { "@type": "Answer", "text": "AI-powered marketing, in layman’s terms, is a marketing strategy that uses artificial intelligence. It revolves around the facts related to data analysis, data collection, and customer & economic trends that can make or break your marketing efforts. When speed is what you want, nothing is better than AI-powered marketing. 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Spotlight

Parsons Corporation

Parsons is a digitally enabled solutions provider focused on the defense, security, and infrastructure markets. With nearly 75 years of experience, Parsons is uniquely qualified to deliver cyber/converged security, technology-based intellectual property, and other innovative services to federal, regional, and local government agencies, as well as to private industrial customers worldwide. Learn more at parsons.com and find your place with us at parsons.com/careers.

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