Loren McDonald, Program Director, Marketing Research/Marketing, Acoustic (formerly IBM Watson Marketing), Presented 'Staying Ahead of B2B Marketing: Email Marketing, Automation and the Impact of AI'
4. "AI systems are not wholesale replacing us;
rather, they are amplifying our skills and
collaborating with us to achieve productivity
gains that have previously not been possible."
— "Human + Machine: Reimagining Work in the Age of AI" by Paul R. Daugherty, H. James Wilson
11. What if you could …
Create newsletters with:
• Personalized content
• In the order of most relevant
• Targeted subject lines
• Sent at the optimum time/day for each recipient?
@LorenMcDonald
12. • Curate content
+external machine
recommended
“industry” content
Each recipient is served
content based on:
• Past email and web
clicks and content
engagement
Average CTRs:
• Before: 2.6%
• With AI: 13.1%
28. 28
Break down the silos
Organize around the customer
“The role of the CMO is evolving into ‘Chief Experience Officer.’
We need to own the client experience from beginning to end, across the
organization.” CMO, Financial Services company
31. Takeaways
2. Organize around the customer
4. Your job won’t disappear, but it will change
5. AI is not a fad, embrace your biggest career opportunity
1. Make data your top priority
3. Get agile