Right from the beginning of the year 2018, you
could almost say that there is no doubt on the impact AI will have in the
upcoming years IDC released some reports that state hat the adoption of
cognitive systems and AI will result in increased revenue worldwide from nearly
$8 billion in 2016 and may become more
than $47 billion in 2020.
It is important that we examine the current
adoption level of AI, especially given the integration of AI by early adopters
into the martech and sales-tech stack.
AI adoption
Due to AI, sales and marketing are becoming very
scientific which is only increasing all the time. It is making a difference to the
day-to-day life of marketers and sellers, by presenting them opportunities to
be in sync with their customers and build meaningful conversations.
Marketers cannot rely on the mass marketing
messages anyone and customers expect a personalized experience more than ever. Due
to this, there is an increasing adoption for AI-powered ABM solutions, predictive lead generation tools, sales intelligence tools, conversational engines and
more.
Tech giants and those into marketing and technology
have already heavily invested in AI. In fact, $26 - $39 billion was spent on AI in 2016 as
per McKinsey. Marketing qualified leads
(MQLs) are not relevant anymore. People in sales are beginning to look at accounts
more than leads. Now, there marketing qualified accounts (MQAs), who are equipping
marketers with effective information on whether a particular account qualifies
to get into the ABM (Accounts Based Marketing) cycle or not.
Sales professionals who know AI have gained a
competitive edge over others, thus ensuring they don’t spend time on accounts
that are not sales-ready. Solutions for marketing and sales have made it easier
for B2B marketers and sellers to prioritize target accounts based on their
buying intent and product fit using AI. This gives them a complete picture.
People who took AI seriously earlier are the ones who are gaining the most
competitive advantage from AI. Many already leveraging AI, machine learning and
automation to provide customers with highly personalized web experiences (at
scale) to steal a lead in the marketing space using AI.
Who are those who drive AI
adoption and what we could expect?
With personalized conversations and relevance being
the need of the hour, many mature organizations are driving the use of AI
adoption. More and more tech companies, communication companies and financial
services organizations are expected to join in soon.
It might take a few more years for organizations to
go take full advantage of AI. The image below shows this to us.
AI is all set to go mainstream and become
omnipresent. For, AI is here and its use is only increasing all the time.
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