How machine learning is changing digital marketing [Q&A]

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Increasingly customers expect personalized experiences that are relevant to their unique situations and needs. However, with the increased reliance on technology needed to provide this, the human angle can go by the board.
We spoke to Jon Perera, CMO at sales and marketing software specialist Highspot to learn more about how people, processes and technology can be aligned to offer optimum customer experience.

BN: Why is the sales process particularly suited to automation?
JP: Automation can be useful when applied correctly, but when it comes to the sales process, it’s not automation but artificial intelligence that is the key. The sales conversation today has drastically changed — mass outreach or ‘spray and pray’ tactics are no longer effective. Customers across industries and geographies now expect a personalized experience.
To create compelling customer experiences, sellers need to utilize a combination of AI, human intelligence, and empathy. For example, sales engagement tools that use automation to streamline workflows and eliminate routine administrative tasks can save salespeople valuable time better spent with the customer. But this alone is not enough to deliver the authentic experience buyers crave. Sales teams need to be both efficient and effective.
Selling today is an art and a …

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