AI-Powered Content Holds The Key To Sales Success

AI-Powered Content Holds The Key To Sales Success
SHARE
THIS



In this opinion piece, Andy Pattinson (pictured below), managing director at Seismic for Australia and New Zealand, explains why Aussie marketers should look to artificial intelligence (AI) to enhance their content strategy and, in turn, help their business’ sales team bring in the big bucks.

Andy Pattinson

Andy Pattinson

An organisation’s most valuable asset is its customer base. More and more, organisations are starting to brand themselves as customer-centric by making heavy investments in customer advocacy programs, whether that’s B2C or B2B focused.

This means marketing teams are no longer just responsible for generating brand advocacy and customer loyalty. Increasingly, marketing teams are being held just as responsible for the success of the sales cycles as the sales teams themselves.

The marketing team has a vital asset up its sleeve to help the sales team in this shared business objective. That asset is content marketing, which is estimated to be a $300 billion industry by 2019.

Leveraging automation as an integral part of a content strategy will make it smarter, and this is the next frontier to maximising this underutilised and often poorly-managed component of marketing output.

As the impacts of AI, automation and machine learning creep their way into every corner of every industry, business leaders are finding new ways to transform their approach to creating, producing and distributing content.

According to a global 2017 Infosys report on AI, Australia was found to be the country most likely to have no plans to implement AI within businesses.

This must change. In order to remain globally competitive, Australian businesses must keep up with the pace of change on AI, and a great place to start is to see its many benefits in content strategy.

Right message on time, every time

With smart, personalised content that’s able to leverage automation, sales can deliver the correct messages to prospects and customers at the right time, forging a direct link between content and revenue. AI also provides a roadmap for what content to use for specific customers and at different times in their sales journey.

When AI-powered platforms pull in data from all touchpoints and product lines, they enable managers across the entire organisation to differentiate between marketing materials that are working and ones that are not.

Ultimately, AI analytics takes the guesswork out of managing customer journeys. By using this data, collected from previous engagements, data-driven machine learning platforms are able to automatically recommend the type of content that will be most effective based on a variety of identifying characteristics, with a high level of accuracy.

These hyper-relevant recommendations enhance the quality of content, shorten the sales cycles, and enhance the client experience as a whole.

Salespeople rely heavily on the marketing team to deliver smart content, but it’s mutually beneficial and works towards an organisational-wide objective. With more time on their hands, freed from the manual labor of updating sales materials, salespeople can foster a face-to-face culture and focus on relationship building that they so heavily rely upon for success.

Please login with linkedin to comment

AI AI powered content Andy Pattinson artificial intelligence Seismic

Latest News

Tinkerbell Is Putting Vegemite On Pizza
  • Marketing

Tinkerbell Is Putting Vegemite On Pizza

Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game
  • Campaigns

Subway Makes Return To High Seas With ‘Sink A Sub’ Battleship Game

Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]

NITV Appoints Peter Noble To General Manager
  • Media

NITV Appoints Peter Noble To General Manager

National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR
  • Media

Queen Of Aussie Pop Culture Abbie Chatfield Signs Podcast Deal With LiSTNR

Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator –  LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]

Sydney Headshots; Daniel Sommer Photography; Sydney Headshot Photographer; Daniel Sommer
  • Marketing

Cheetah Digital Announces Major CM Group Merger

CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]

Smart Accelerates CTV Growth Ambitions Via Publica Partnership
  • Advertising
  • Technology

Smart Accelerates CTV Growth Ambitions Via Publica Partnership

Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”
  • Campaigns

Edge Creates First Local Campaign For Nevro, “I Am Not My Pain”

Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]

IPG Unveils “Remarkable” 15% Q3 Growth
  • Advertising
  • Media

IPG Unveils “Remarkable” 15% Q3 Growth

With COVID behind it and no gigantic meteors on the horizon, Interpublic predicting healthy growth into 2022.

by B&T Magazine

B&T Magazine
Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]