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Paul Roetzer

Paul Roetzer (@paulroetzer) is founder and CEO of PR 20/20, author of The Marketing Performance Blueprint and The Marketing Agency Blueprint, and creator of The Marketing Artificial Intelligence Institute and Marketing Score. Full bio.
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Recent Posts

This post originally appeared on the Marketing Artificial Intelligence Institute's blog. The Marketing AI Institute was created and is powered by PR 20/20. 

I recently recorded a five-part Artificial Intelligence in Digital Marketing series with Kevin Walsh, product manager of machine learning at HubSpot, for HubSpot Academy’s YouTube channel.

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Today, we’re introducing three new services—Automated Press Releases, Automated Performance Reports and Piloting AI Workshops—but, first, the backstory . . .

Artificial intelligence is accelerating change in the marketing industry, and your career:

  • Consumers will demand greater personalization, while wanting to control their data and privacy.
  • Technology will get smarter, intelligently automating traditionally human-powered activities while adding layers of complexity to your martech stack.
  • Career paths will evolve. Some jobs will be lost, and new ones, some we can’t even fathom, will be created.
  • Brands will need to become more human with greater resources dedicated to listening, relationship building, ethics, empathy, creativity, culture and community. AI should make us better people, professionals and brands.

Are you ready? Is your company ready?

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MAICON includes five interactive workshops and 37 general and breakout sessions—all developed to help marketers understand, pilot and successfully scale artificial intelligence.

Presenters will explore the next frontier in digital marketing transformation, covering topics such as: advertising, analytics, content marketing, email marketing, ethics, robotics, sales, strategy, voice and more. 

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I’ve attended and presented at hundreds of conferences in my nearly (gulp) 20 years in the industry, but, this is my first time on the event organizer side as we build the 
Marketing Artificial Intelligence Conference (MAICON).

And, like every event I’ve been to, we see the diversity and quality of the speakers as the fundamental building block of a great attendee experience.

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Editor's note: This post was originally published in 2015 and has been updated to be more current and comprehensive.

"High performers differentiate by doing, not planning. Do your homework, put strategies in place, and then start testing and revising."
— The Marketing Performance Blueprint

Consider this scenario . . .

A B2B SaaS company with $10M in funding and aggressive growth goals is struggling to meet lead generation targets. The CMO fears they’re going to fall short of Q4 goals.

The marketing team is blogging 2x per week, and producing a high-quality ebook with an accompanying webinar each month. But, not enough people are organically finding the content.

What do they do?

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Gartner and McKinsey Global Institute forecast trillions of dollars in annual impact from artificial intelligence, yet most marketers still struggle to understand what AI is and how to pilot it in their organizations.

A recent research project from MIT Sloan Management Review and The Boston Consulting Group (BCG) analyzed AI adoption based on a global survey of 3,076 business executives. The report—Artificial Intelligence in Business Gets Real: Pioneering Companies Aim for AI Scale—broke responding companies into four groups:

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This post originally appeared on the Marketing Artificial Intelligence Institute's blog. The Marketing AI Institute was created and is powered by PR 20/20. 

How do you get started with, and scale, artificial intelligence in your marketing? There’s a conference for that, and you’re invited.

Registration for the inaugural Marketing Artificial Intelligence Conference (MAICON) is now open. The event will be held in Cleveland, Ohio at the Huntington Convention Center, July 16 - 18, 2019.  

MAICON is designed to help marketing leaders truly understand AI, educate their teams, garner executive support, pilot priority AI uses cases, and develop a near-term strategy for successfully scaling AI.

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This post originally appeared on the Marketing Artificial Intelligence Institute's blog. The Marketing AI Institute was created and is powered by PR 20/20. 

Artificial intelligence has reached peak hype stage, but is it possible that its potential to transform marketing, and your career, is even greater than advertised?

Gartner forecasts global business value derived from AI is projected to reach $1.9 trillion in 2019, ramping up to $3.9 trillion in 2022 through three primary sources of customer experience, cost reduction and new revenue.

Meanwhile, McKinsey Global Institute projects up to a $6 trillion impact of AI and other analytics on marketing and sales, including the areas of pricing and promotion ($1.9T), customer service management ($1.0T), next product to buy/individualized offering ($1.0T), customer acquisition/lead generation ($0.7T), marketing budget allocation ($0.6T), churn reduction ($0.38T) and channel management ($0.32T).

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Editor's note: This post was originally published in 2014 and has been updated to be more current and comprehensive.

The proliferation of marketing channels, apps, mobile devices, social networks and content has given consumers more choices and greater control, while increasing complexity for marketers.

We want to help simplify and optimize the marketing planning process for your business.

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You use artificial intelligence dozens, if not hundreds, of times everyday. From choosing recommended shows on Netflix, to navigating trips in Google Maps, asking questions of Siri and Alexa, ordering products on Amazon, reading your Facebook Newsfeed, and unlocking the iPhone facial recognition.

In short, your life is already machine assisted, and your marketing will be too.

AI makes things more convenient, more simple, and more personalized. And, the real magic of AI is that consumers often have no idea it’s there. Things just work, better.

Marketers who take the initiative to find AI-powered solutions will be able to intelligently automate time-intensive, data-driven activities, and execute personalized campaigns of unprecedented complexity that drive meaningful business results.

But, how do you get started?

How do you figure out which use cases to prioritize? And, how do you navigate the hundreds of vendors touting AI and machine learning capabilities?

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