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This post was written by PR 20/20 intern Emily Dann (@EmilyRDann). Emily is a dual major studying Public Relations at S.I. Newhouse School of Public Communications as well as Marketing Management in the Martin J. Whitman School of Management at Syracuse University.

 

Today’s consumers have a digital-first attitude, relying more on their social media inbox for news than old-school snail mail. That means we as marketers must accept that traditional tactics like direct mail and cold calling are no longer viable options to reach our digitally savvy audience. Luckily for us, rapid advancements in marketing automation technology present new opportunities to revamp our marketing efforts. And, in an era of widespread adoption, there’s no surprise that 58% of B2B companies plan to explore marketing automation if they haven’t already. 

According to PR 20/20’s marketing assessment tool and intelligence engine, Marketing Score, those who have adopted marketing automation report high performance. In fact, marketing automation high performers have an average lead to sales conversion rate of 6.1, which is 1.6 times the average rate of all others. These high performers rate cost of customer acquisition (COCA) 1.4 times stronger, and have an average overall Marketing Score of 61%, 1.5 times all others. 

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Editor's note: This post originally appeared on the Marketing Artificial Intelligence Institute's blog. Check out more posts like it here.

Marketing automation platforms have transformed the industry over the last decade, making marketers more efficient, productive and successful. But, the great irony of marketing automation is that it’s largely still manual.

Consider how much time your marketing team spends on repetitive and administrative tasks, such as drafting social media updates, writing data-driven blog posts, personalizing emails and website copy, A/B testing landing pages, building lead nurturing workflows, developing advertising copy, managing paid media spend, conducting keyword research, finding insights in analytics and recommending strategies (to name a few).

Now, what if we told you every one of those tasks, and many more, could be done more efficiently using artificial intelligence technology that’s available today? The challenge is that the solutions mostly exist in stand-alone AI tools, rather than as native elements of the major marketing automation platforms.

While we expect marketing automation companies to rapidly develop and integrate AI capabilities in the months and years ahead (through both acquisitions and internal R&D), for now, marketers need to piece together AI-powered products and integrate them into their core marketing technology stack.

Following are 11 common marketing tasks that can be more intelligently automated right now using AI technology. Many of the companies we include are still early in their product and market development, so use this list as a starting point for your AI research, not as a de facto buyer’s guide.

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