Marketing is one of the core activities that plays a significant role in the success of businesses and organizations. Just like other business functions, marketing and sales have been positively influenced by the rise of artificial intelligence (AI) and its subsets, like generative AI. Today, there are many service providers who offer various marketing and sales AI-based solutions and tools to companies of all sizes. But how exactly can generative AI take marketing and sales efforts to new heights? Generative AI: Taking Marketing and Sales Efforts to New Heights.

To understand how generative AI and related technologies are revolutionizing marketing and sales, McKinsey and Company evaluated the impact of the technology on the aforementioned business activities. Their research suggests that 20% of current sales team functions could be automated. Moreover, generative AI will further contribute to other areas of automation across the industry. What is the profile of successful companies, how does this technology influence such organizations and their teams, and how is AI poised to contribute to organizational growth through its marketing activities? These questions will be answered in this article. Read through to get a better picture.

Profile of winning companies

The report mentions that AI will play a role in marketing and sales activities across all sectors. The article attributed this to changes in customer sentiment coupled with rapid technological advancement. Across different business sectors, customer engagement is shifting because modern consumers seek accessibility to products and services anytime and anywhere. So, what does a successful company look like?

According to the article, successful businesses that expand their market presence by a minimum of 10 percent each year typically employ cutting-edge sales technology. They also:

• Establish hybrid sales teams with diverse capabilities
• Customize their approaches for both third-party and in-house marketplaces
• Excel in e-commerce throughout the entire sales process
• Provide hyper-personalized communication tailored to individuals. This customization is based on each client’s specific requirements, profiles, behaviors, and interactions, encompassing historical data and predictive insights.

Potential growth areas

The article from McKinsey and Company highlights three key areas in marketing and sales where generative AI makes a significant impact, including customer experience, growth, and productivity. How does this work?

In the area of customer experience, the report highlights that content, and tailored offerings could be crafted in such a way that user interactions become personalized based on their behavior, persona, and past purchases. Furthermore, the use of generative AI can expedite overall growth by providing sales teams with valuable analytics and customer insights to meet their client’s demands more effectively. In addition, AI can enhance sales efficiency and performance by automating routine tasks, thus allowing teams to allocate more time to engage with both existing and potential customers, all while reducing service costs.

The article also stresses the significance of customer segmentation personalization that is achieved with generative AI. In business-to-consumer (B2C) cases, the report highlights that when generative AI and related technologies are combined with company-specific data, customer insights that allow personalization are achieved at the most granular level. This personalizes targeted marketing and sales offerings. Similarly, business-to-business (B2B) organizations could be positively impacted by generative AI in a way that allows companies to hyper-personalize their reach.

Generative AI across the customer journey

The McKinsey article mentions that generative AI demonstrates significant potential across the entire spectrum of a customer’s journey as well. At the very early stages, the use of generative AI surpasses traditional lead identification and targeting tools, including traditional AI technologies, such as web scraping. The authors attribute this to the advanced algorithms used by generative AI that allow marketing departments to utilize their customer and market data to segment and target their audience.

Further, the article highlights how generative AI can optimize additional steps in the customer journey. It mentions how technology improves the marketing strategies of an organization through various means, such as testing several page layouts to see which resonates better with their customers, creating numerous and tailored ad copy, advancing search engine optimization (SEO) strategies, and using predictive analytics to drive recommendations in a way that maximizes the return achieved from such strategies.

Generative AI also influences the next step in the customer journey, which is customer support. This technology allows sales teams to improve customer engagement by offering continuous support across the entire sales process, from proposal to negotiations and deal closure. This is done in a way that is far more efficient than conventional approaches, which often lend limited support prior to the selling process.

Finally, when the deal is sealed and the account has been won, the use of generative AI continues. The tools and solutions based on this technology allow for more efficient customer onboarding and retention by providing personalized training content and support to answer any inquiries.

This means generative AI moves away from a static customer journey to one that is more robust, engaging, and dynamic, resulting in better and client-centric services.

Narrativa supports your journey with your clients

Narrativa is a leading generative AI company that offers a growing list of tools and solutions that help you empower your marketing department and teams to best serve your existing clients and gain new ones.

The report by McKinsey and Company highlights that commercial leaders view generative AI as providing “significant” or “very significant” value in the following areas:

• Lead identification (real-time results based on customer trends)
• Marketing optimization (SEO optimization strategies and page testing)
• Dynamic content (for websites, pages, emails, and others)
• Sales records and insights
• Marketing and sales analytics
• Many more

Here is the good news: Narrativa’s platform empowers you with tools and solutions that help you do all of the above with ease, and then some! The platform is designed in a way that supports your organization and teams to maximize and accelerate their potential.