How artificial intelligence help to build marketing automation?

If you look back for technology news in recent years, you will find out the huge improvement of artificial intelligence (AI), and the gradually intensive utilization in marketing and workflow management. It differs from marketing automation (MA). Artificial intelligence refers to the computer system that can tackle tasks or solve problems by itself. However, in marketing automation, the marketers use software to automate some repetitive marketing work. The integration of AI and MA makes many possibilities for future marketing and sales. In some sentences, AI makes marketing automation smarter and more interactive.

By 2025, the revenue of the AI market worldwide will climb to nearly 60 billion USD (Statista.com); while for the MA market, 7.63 billion USD (Grand View Research, Inc.) They are both large markets with promising potential.

Imagine yourself as a marketing manager for a brand-new start-up, or a company that wants to apply marketing automation solution. What should you know? Where to start?

The goal of this article is providing you the insights that how do you apply automation to marketing work, but also how artificial intelligence plays an essential role in different stages.

Generate Leads and Analysis

It seems fascinating if the whole leads generation process is done automatically, and exploiting MA sounds like a trendy idea. However, according to the research that done by HubSpot, lots of the marketing automation investment ended up failed. Why was that?

Before answer it and explaining how AI helps this process, we need to incorporate the marketing funnel concept, and understand where to apply MA and AI throughout the funnel. We will adopt the D’Haen & Van den Poel’s framework. As we can see, before a prospect become your lead, there are many characteristics that those prospects need to fulfill. Those qualities could be: awareness of needs; degree of urgency; trust in your products/service; willingness to listen and share, etc. (Brooks, 2017, Järvinen & Taiminen, 2016)

Usually, leads generation often refers to as “top of the funnel” (TOFU) activity, and this part of work could be time-consuming and requires advanced analysis skill if your goal is to gain a decent amount of high quality leads. Under this circumstance, many marketers rely on the marketing list that they can purchase from a third party or squeeze from their existing database, then apply marketing automation platform (MAP) for uniformed content sending. However, in the research done by softwareadvice.com, solely employing marketing automation returns mediocre performance regarding leads acquisition (69%) and retention (50%). Lack of in-depth analysis and mature strategy will cause inefficiency of following marketing work and hurting ROI eventually.

Understanding the behaviors of prospects and identify if they are qualified to become leads will need more investment and engagement. That’s why multichannel analysis is essential at this stage, and it can be done with the help of artificial intelligence. With the resources from a different channel, the measurement of potential leads will be more comprehensive and more reliable. Also, it generates higher possibility and higher value in comparison with cold lists.

On the other hand, AI can help decreasing the human inaccuracy throughout the leads acquisition process. For most of the sales representatives and marketers, even though they are fully dedicated to the leads generation work, there is still room for errors that they may target wrong prospects. The combination of multichannel analysis and big data will more likely to provide authentic and systematic insights.

A typical MAP like Marketo provides more TOFU solutions for companies. By utilizing AI, it bolsters the leads generation process from multi-channels. According to the official website of Marketo, they integrate social media, personalized content, SEO and the client’s website to deliver the sophisticated leads.

Another handy solution is Nova.ai. Based on big data analysis, it understands different persona by segmented the prospects in order to create very personalized content for multiple channels: email, SMS, social media. Nova.ai also provide the customized insight research/analytical report for future marketing use. They use the AI to find the best way to comprehend your cold leads and approach them.

Targeted marketing and Nurturing Leads

After analysis, you have the specific segmentation of your leads. For the different group, there will be different strategies for follow-up and nurturing. High-quality work at the previous stage will make this one easier to achieve. Lead nurturing is so vital that most of the marketers recognize it as the most valuable feature for MA (Marketo & Ascend2 “Marketing Automation Strategies for Sustaining Success”, 2015). To successfully achieve nurturing goal, you need to provide relevant content to boost leads’ interest further towards purchasing and give them the responses in a suitable time.

For many B2B marketers, the content created is essential. AI actually makes the marketing more “human” by personalizing the content of marketing campaign: after segmented the prospects, AI will generate the targeted content and information with different preferences and needs. The goal is to create a personalized experience for the leads. The deeper you understand them, the more specific you can provide, the more honest feedback you will get, so that you can optimize the customers’ value in long-term.

Also, the timeliness has been listed on the most important element of the B2B marketers. (Demand Gen Report, 2017 B2B Buyer’s Survey Report) The responding process can be daunting and seems endless if you do it manually. Especially there are many clients and need to take care of different time frame.

AI can help intensively at this part. Apart from content creating, Nova.ai has its own calendar system, it will automatically line up the response sequence, then reminds you to send the messages or let the MAP executes it by itself. The follow-up schedule can also be automatically modified regarding the time when you hear back from the leads. Service provide by conversica.com also allows you to carry on the human-like conversation using AI and ensure that every single lead has been followed up. Both tools can be synchronized with the leads generation platforms like Marketo.

When leads become deals

Now we move to the bottom of the funnel, your MA strategy is succeeded and your leads are decided to purchase. What a great news! However, the funnel doesn’t end by now, if you did an on-point job managing your customers, the funnel will keep working for them.

There is another theory that the sales funnel is not linear but a loop. Paid clients can be repurchasing if the tracking and nurturing works are efficient. So targeted marketing dedicated to the paid clients will help them to remind the image of the brand and continue to stimulate their interest and passion for the company or the service. Finally educated them into a loyal customer who will constantly repurchase.

At this stage, targeting marketing still plays an essential role. And the purchasing history will be a treasure for behavior analysis and content generation. On the other hand, CRM integration will complete the whole transition from marketing to sales. 67% of marketers using the strategy that coupled MAP and CRM, according to The State of Pipeline Marketing Report in 2016. In the research of Järvinen also mentioned the importance to combine CRM when the leads hold the intention for purchase.

Email marketing and MA

Many marketers hold confusion about the difference between marketing automation and email marketing. Indeed, email marketing can be a highly automatic process, and can be a way to practice MA. However, marketing automation in general is more broad than just emailing. As mentioned previously, MA contains leads generation, data tracking, leads nurturing and overall analysis. Email is just one method to fulfill those functions, and email alone is not efficient for the whole MA workflow.

Even though there are shortcomings where marketers only use MA in email marketing, as the most existing form of marketing automation (Ascend2: “Marketing Technology Strategy”), email marketing still retains its power among all the automation approaches. The merging of artificial intelligence has enlightened the marketers to optimize the automatic level of email marketing.

Amazing future for AI and MA

Artificial intelligence makes marketing automation possible, and help marketers working smarter and more efficient. There is still lots of potential for applying AI in MA working flow, only 37% of capability has been developed in marketing work. (State of Marketing Automation Benchmarks for Success, 2017) AI will be more intensively using in the future marketing work and it’s inevitable.

A higher involvement of real, human-like conversation will be the trend for the next generation of marketing AI. Chorus.ai has already launched the solution where AI can record the sales meeting and analyze the content of it. Afterwards, generating the summary, performance measurements and the customer insight analysis. Imagine in the future, a customer will confront with a virtual sales representative and it’s smart enough to understand everything that he or she said and give the correct response, or even complete the deal on behalf of the company.

Marketing automation makes marketers free from the repetitive process, and the artificial intelligence makes these processes more human-like. The combination will be long-lasting and keep developing. That being said, for B2B deals, human involvement is still relevant and critical. AI and MA are smart and can help you to prepare the necessary analysis. However, the best way to understand clients’ needs, is by listening to them, in a real conversation.

Bibliography

Joel Järvinen & Heini Taiminen. (2016) “Industrial Marketing Management”, Industrial Marketing Management 54 (2016) 164–175

Bruce Biegel. (2016) “The current view and outlook for the future of marketing automation”,  Palgrave Macmillan 1746-0166 VOL.10 NO.3 PP 201–213

Jordie van Rijn. (2017) “The Ultimate Marketing Automation statistics overview”, emailmonday.com, available online from:

https://www.emailmonday.com/marketing-automation-statistics-overview/

statista.com, “Revenues from the artificial intelligence (AI) market worldwide, from 2016 to 2025 (in million U.S. dollars)”, available online from:

https://www.statista.com/statistics/607716/worldwide-artificial-intelligence-market-revenues/

Grand View Research,Inc. (2017) “Marketing Automation Software Market Size Worth $7.63 Billion by 2025”, prnewswire.com, available online from:

https://www.prnewswire.com/news-releases/marketing-automation-software-market-size-worth-763-billion-by-2025-grand-view-research-inc-622492524.html

Jeb Brooks. (2017) “The 5 Characteristics of a Qualified Prospect”, brooksgroup.com, available online from:

https://brooksgroup.com/sales-training-blog/five-characteristics-qualified-prospect

Karen Axelton. (2017) “B2B Organizations Seeing Success Incorporating AI Tools Into Lead Follow-Up Process”, Industry Insights, available online from:

https://www.demandgenreport.com/features/industry-insights/b2b-organizations-seeing-success-incorporating-ai-tools-into-lead-follow-up-process

Hubspot.com, “What Is Marketing Automation?”, available online from:

https://www.hubspot.com/marketing-automation-information

Ted Vrountas. “The Marketing Funnel Explained From Top to Bottom”, autopilothq.com, available online from: https://blog.autopilothq.com/marketing-funnel-explained/

boldigital.com, “The State Of Marketing Automation 2017”, available online from: https://blog.boldigital.com/the-state-of-marketing-automation-2017

Gabor Koncz. (2016) “Optimize your email follow-ups automatically: introducing Artificial Intelligence for Marketing Automation”, AI for Marketing Automation, available online from:

https://automizy.com/blog/2016/07/artificial-intelligence-for-marketing-automation/

Drew Robb. (2016) “8 Marketing Automation Best Practices”, enterpriseappstoday.com, available online from:     http://www.enterpriseappstoday.com/crm/8-marketing-automation-best-practices.html

Mike Kaput. (2017) “3 Ways to Use Artificial Intelligence for Lead Generation, Qualification, and Conversion”, marketing institute.com, available online from:

https://www.marketingaiinstitute.com/blog/3-ways-to-use-artificial-intelligence-for-lead-generation-qualification-and-conversion

Viktor Egri. (2016) “14 Marketing Experts’ opinions on how Artificial Intelligence could be used in Marketing Automation”,  AI for Marketing Automation, available online from:

https://automizy.com/blog/2016/08/14-experts-opinions-how-use-ai-in-marketingautomation/

Marketo.com, “The Definitive Guide to Lead Generation”, available online from: https://www.marketo.com/definitive-guides/lead-generation/

Changes in our freemium model

Hello everyone,

I hope the summer allowed all of you to take some holidays, and take advantage of the sun 🙂 Here, at GetEmail.io, we’re back and working, improving the service, as always.

Today, we’ve taken the decision to restrict the free plan, due to many users trying to abuse the system by creating multiple fake accounts. From today, the free plan will give only 10 free credits / month.

This will slow down the total number of email searches for GetEmail.io, and will allow us to focus more ressources and speed to our paying users.

Cheers!

GetEmail.io is featured in Entrepreneur.com!

Dear GetEmail.io users,

We’re so proud to tell you that one of the biggest online magazines, specialized in startups and entrepreneurs, talks about GetEmail.io.

To read it, please click here :

https://www.entrepreneur.com/article/295269

Many thanks to Jeremiah Desmarais, who tested our service, purchased one of our paid plans, used it successfully and now talks about GetEmail.io in his articles.

Cheers,

GETEMAIL IS GOING ALL FLEXIBLE FOR THE SUMMER !!!!

The user and the client’s satisfaction is at the heart of GetEmail’s values, therefore, we reconfigured our offer to match your claims and expectations.

  • GetEmail enables you to choose between a monthly or a yearly subscription with no bounding commitment, forbidding you to cancel your account whenever you want.
  • GetEmail offers a yearly subscription which entitles to a very profitable discount and spares you to proceed with monthly payments. This offer is applicable to each versions from Basic to Ultra.

The Getemail team is dedicated to the understanding of the corporate environment. Through numerous chats, discussions and customer feedback, we appreciate the importance of data sharing within a project team or a unit, among others. This is the reason why we designed a corporate offer which can be specifically tailored for your company.

  • Getemail’s corporate offer:
    • It enables you to share your credits or to have multiple users accounts
    • It is to be used in a professional environment and participants have to provide their professional email address.
    • The aim of this account is to provide a convenient online solution which can benefit the team beyond the sole user.
  • You also benefit from a technical and functional assistance 24/7 independently of your location.

This engenders an optimal management of your the email addresses and lead’s information, you would have gathered on your Getemail account. Getemail went forward with these new measures to encourage team work and knowledge transfer, on lead acquisition projects.

We are aware that lead acquisition is a tenuous part of your job. Hence, our aim, despite providing you with an online solution, is to facilitate your lead acquisition process and your job in general !

 

 Laura Quintard

                                                                                                                                       Chief Marketing Officer  GetEmail.io

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MARKETING MAILING CAMPAIGN AS THE FORERUNNER OF BUSINESS DEVELOPMENT ACTIVITIES

Although, sometimes considered as disputable, marketing mailing campaign remain a very cost effective way of acquiring new market shares.

Attracting the attention of your future consumers can be daunting, either you are a small business looking at developing your activity or if you are a multinational seeking to expand your market shares. Approaching leads via emails is widely applied through business models emanating from every corner of the earth, independently from the nationality or the cultural habits.

Gathering clients and users from all around the world enabled the Getemail team to grasp the efficiency of mailing campaigns for business development strategies: 

  1. Educate yourself on your market
  2. Document your research with facts and figures
  3. Identify key POC or leaders (through Linkedin, Viadeo, Weibo, Xing etc…)
  4. Find the email address of the person identified WITH GETEMAIL !!!

Some graphs and numbers attesting for the above statements :

Email marketing more effective than social media

email marketing'

 

The mobility factor highlighting the importance of email communication:

  • 75% of Gmail’s 900 million users access their accounts on mobile devices.

customer acqusition getemail

Source: McKinsey

A Business Development campaign can be severely affected by inaccuracies, in the contact details, of your future prospects. This confirm the necessity to equip your business with Getemail. The most efficient strategy in customer acquisition relies on informative data which reduces the gap  between companies and users. Moreover, the email remains the most reliable communication channel for businesses.

 

 Laura Quintard

                                                                                                                                       Chief Marketing Officer  GetEmail.io

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HOW DOES GETEMAIL BENEFIT BUSINESSES ?

On a daily basis Getemail acquires more and more credence amongst businesses around the world. Here is testimony for you, from Harrison Gray Search based in the US within the staffing and recruiting industry.

Harrison gray search

  • What challenges did you face prior to using Getemail ?

‘It can be challenging for us to reach out to new client via email, without knowing their address and can spend a lot of time guessing what it could be/searching for it.’

  • How did Getemail contribute to improve the quality of your daily tasks/missions ?

‘Yes, this provides an easier way for me to get in touch with potential clients or
candidates.’

  • Did Getemail help you reach your objectives (if yes please briefly explain how) ?

‘This saved me a lot of time, instead of searching sites to see if there is a directory,
guessing what emails could be or just not sending emails because I give up–this got me
to potential clients quickly.’

  • Is Getemail integrated in your Business strategy ?

‘We are trying it out and I think it could be very helpful for us.’

If you would like to discuss futher how Getemail can benefit your business, get in touch !!

 

 

                                                           Laura Quintard

                                                                                                                                       Chief Marketing Officer  GetEmail.io

AAEAAQAAAAAAAAhZAAAAJGEzNDJiYjkxLTM0OWItNGU2NS1hMzc3LWFmZDlmMjY0ZjFjNA

 

 

 

 

INTEGRATION WITH SALESFORCES AVAILABLE NOW !

Since so many of our users use Salesforce, we have just released the GetEmail.io connector for Salesforce!

Getemail facilitates your process of saving and exporting leads from the dashboard of your Getemail account to Salesforces.

How to connect your GetEmail.io account to your Salesforce Account

Step 1

image1salesforces
Step 2

image2salesforce

Every 5 minutes, parts of your contacts will be exported to Salesforces.

Please give us lots of feedback!

 

LinkedIn hides information from you

LinkedIn might be the leader in social networking for the professionals, still it doesn’t always show you some reliable informations about the person you are looking for.

“Get email” will always need some informations such as: first name, last name and the company name. So when you get to a profile that doesn’t contain those informations, for example if you find “LinkedIn Member” the tool will be unable to find the email address for you.

So, the rule is simple:

No name on the Linked In profile, No email found with GetEmail.io!

See below:
linkedin member

The reasons why Linked In shows “Linked In Member” instead of the real name of the person is: you have a connection degree of more than 2 with that person (you’re not directly connected to that person, neither is a person you’re connected with).

To be clear, say you’re visiting profile P and you want his/her name.

You’ll have his/her name if:

You                 -(connected to)->                 Somebody 1                 -(connected to)->                 Profile P

Instead of the name of Profile P, you’ll have “LinkedIn Member”, if:

You                 -(connected to)->                 Somebody 1                 -(connected to)->                 Somebody 2                -(connected to)->                Profile P

Clear enough? I hope so 🙂

If you want to know everyone’s name on Linked In, you might need a paid LinkedIn subscription, which will allow you to see the names of any profile you’re looking for.

Enjoy GetEmail.io & LinkedIn

Salma Flissi
Marketing manager GetEmail.io

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How do I get the best possible email accuracy with GetEmail.io?

Hello everyone,

Many of our new users test GetEmail.io a bit, get what they think as bad emails, and then draw the conclusion that GetEmail.io is not reliable.

Email validation services are NOT reliable

So first of all, let’s talk about how to find out if an email is good or bad. There are email validation services on the Internet (such as mailtester.com, neverbounce.com, etc … check this article for detailed information : https://www.accuwebhosting.com/blog/2014/09/29/top-10-bulk-email-list-verification-validation-services-compared/ ). However, these services ARE NOT 100% reliable (because of the limits of the technology they use), that is, sometimes a correct email will be analyzed as bad, and other times a bad email will be analyzed as good.

So, if you test the emails GetEmail.io finds against these platforms, this will not prove the emails are good or bad.

GetEmail.io does not turn mud into gold

One of the main reasons why the emails are NOT good is that the data you provide is NOT good. That is, in order to find the right email addresses, our algorithm needs to have good input data: name and company of the people whose emails you’re looking for. If you provide poor quality data, that is, false/incorrect names, outdated information about companies where people work, this will ultimately lead to unreliable emails. We’re able to correct this up to a certain point, but definitely the more accurate the data you provide, the more accurate the emails you’ll get.

We’re  Artificial Intelligence and Big Data experts, we’re not alchemists, we cannot turn mud into gold 🙂

GetEmail.io takes up to 10 minutes to fully find & verify the validity of an email address

However, sometimes, it may happen that GetEmail gives you wrong email addresses. If this is your case, it is BECAUSE YOU DID NOT USE GETEMAIL CORRECTLY.

Please read below how to proceed in order to have up to 97% OF CORRECT EMAILS.

When GetEmail.io searches for a particular email address, it launches lots of processes in parallel, in order to find the email you’re looking for, in real time. After a couple of seconds, most of the time, we’ve already found a possible email address, even if we’re not yet sure this is the good one. Because you want a correct email address, but you also need it quickly, we’ve set up a trade off between speed and reliability. So when you’ve sent a request to GetEmail.io we’ll display the email address we reasonably think is the good one as fast as possible. After we give it to you (by the way, with all sorts of warnings and disclaimers, if you read our comments), we continue to fully test the email we’ve found, until we’re sure it is the correct one.

The complete process of searching an email takes 10 minutes, sometimes more. It’s only after this, that we’re able to give you a reliable email address.

This is why some email addresses we provide are bad: because we’ve displayed them for you before we were able to fully test them.

How to use GetEmail.io in order to GET THE BEST EMAIL ADDRESSES IN THE WORLD

Please proceed as follows :

  1. send as many requests as you want, insert as many prospects as you want into GetEmail.io. You can do this by using the Google Chrome Extension, by our API, by hand one by one, by uploading an CSV, etc …
  2. wait for 10 minutes
  3. extract the prospects you’ve harvested by downloading the CSV file with all your contacts

Now, some of you will say, “deah … wait for 10 minutes for every email is too much”. NO, you don’t have to add a prospect, wait 10 minutes, then add another one, etc … You just add all of them as fast as possible, in parallel, then, when you’re done, wait for 10 minutes (once), and download all of them at once.

Regards,