How AI will Change Marketing's Headcount - Matt Heinz

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This is the 5th in a series of interviews with industry leaders about artificial intelligence’s impact on the marketing departments headcount. 

Our questions for Matt Heinz, founder of Heinz Marketing explore the uses of AI and the impact it has to create or eliminate jobs and job functions in marketing.  The host is Jim Obermayer

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Salaries: Event Manager Comp Varies Greatly by Location

6a0147e05adc32970b01bb08d75c74970d-320wiEvent Management covers a wide range of jobs.  It could be a job with an event company, an association, a company with private events or as a synonym for exhibits manager.   The salaries paid vary greatly by city and probably responsibility. The event manager for SalesForce.com may compensated quite a bit above the average for producing Dreamforce every year.  From what we can see, event management is a growing profession as corporations increasingly host their own events and users conferences. 

The following are from well-known job sites with links to the site for Event Managers. 

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Marketer vs. Machine: The Next Frontier

It’s often easy to think of artificial intelligence (AI) in only the most fantastic terms - to imagine something closer to Rosie, The Jetsons’ robot maid, than, say, the hardware in your phone. But the truth of it is far simpler, and indeed, far closer to home; AI has already colored our lives in all kinds of ways, creeping into the apps we use, the devices we own, and for some (in the case of Teslas, certainly) even the cars we drive. It’s how we know what to watch (Netflix), and where to turn when we’ve lost our way (Siri). But what might it mean for the everyday marketer? Should marketers see AI as a windfall (an opportunity, helping them meet their objectives and revenue goals?), or their eventual downfall (what replaces them down the line)?

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"I don’t think the situation is about “man vs. machine” or essentially “marketer vs. machine.” But I do think that the marketers that best use technology and AI will ultimately have the competitive edge."

Michelle Huff  ACT-ON

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For me, I don’t think the situation is about “man vs. machine” or essentially “marketer vs. machine.” But I do think that the marketers that best use technology and AI will ultimately have the competitive edge. What leads me to believe this? I read an interesting story in Clive Thompson’s book, Smarter Than You Think, where he discusses the fateful chess match in 1997 that saw Garry Kasparov, a world champion, bested by the likes of Deep Blue, the IBM supercomputer. Maybe you remember it: a moment that shouldn’t have been - Deep Blue’s calculations surely too different, too clinical, for a game so reliant on human intuition.

ChessHowever, the event would inspire one of Kasparov’s greatest breakthroughs, and bring about the most extraordinary collaboration. He changed the game -- pairing chess grandmaster with computer, and combining the computer’s ultimate processing power and speed with human intuition insight and the ability to read the competition. This in turn inspired a whole new way of playing, a Freestyle chess tournament: chess made up of any number of humans plus any number of machines.

The result? In freestyle tournaments, even the most powerful chess computer couldn’t beat human+machine teams. There was just something about the combination that worked. Even more interesting: these winning human+machine teams didn’t have any chess grandmasters – most human members were relative amateurs! To win the game, they just had to be the ones that worked with the computers the best and knew when to rely on the computer’s recommendations vs. their intuition

Which leads me to believe: AI and machine learning may need us just as much as we need them. Think about it. We marketers have more channels to manage than ever before - more buyers to reach, more ways to engage them, more programs to manage and more data to comb through and analyze. Wouldn’t we benefit from an extra set of hands to see to the work we did, to optimize processes, recommend next best steps, and remind us of mistakes we’ve made previously? As channels grow, expectations change, and our challenges multiply, wouldn’t we all want to do more with less? Wouldn’t we want the competitive edge that helps us beat the “grandmasters” in our competitive landscape?

Why it matters:

"When applied correctly, AI can help bring more intelligence to the online journeys our customers travel, and enable us to deliver smarter, responsive, and more adaptive customer experiences; much more of a friend to us than a foe. It’s an ally worth calling on in these ever more complicated times, and if Garry Kasparov was right, maybe an ally we can’t do without. Leave the door open."

Michelle Huff

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AI and machine learning can be an amazing breakthrough for marketers - optimizing next best actions, streamlining workflows, strengthening marketing organizations, enabling us to adapt in real time to the journeys our customers travel. However, at the end of the day, B2B selling and marketing is ultimately a human-to-human interaction - we must connect and engage with people, establish relationships, surface pains and demonstrate value in solving those issues. Machines cannot replace the human insights we bring to those interactions. They cannot read a competitive landscape or create proper messaging that connects with the reader, and to that end, machine learning is perhaps best thought of as a recommendation engine: suggesting to us the prospects to pursue, predicting the next best message to send, identifying the right channels to use or optimal engagement times. Maybe even the thing that frees up more time for us to have authentic, face-to-face, person-to-person communications.

When applied correctly, AI can help bring more intelligence to the online journeys our customers travel, and enable us to deliver smarter, responsive, and more adaptive customer experiences; much more of a friend to us than a foe. It’s an ally worth calling on in these ever more complicated times, and if Kasparov was right, maybe an ally we can’t do without. Leave the door open.

Michelle Huff is the chief marketing officer of Act-On Software.

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 How Machine Learning Drives Acto-On's B2B Marketing Automation


SiriusDecisions Executives Justify the New Demand Unit Waterfall with David Lewis

 Listen as Cunningham and Flaherty defend the need for a change to the new Demand Unit Waterfall

  Why is there a New Demand Waterfall?

Unless you were abducted by aliens, you’ve seen the tweets, LinkedIn posts, and other coverage by the media, thought leaders, and demand generation experts about the new Demand Unit Waterfall introduced by Sirius Decisions at their annual conference in Las Vegas on May 16 – 19th 2017.
 
Cunningham-Flaherty-DemandGen-Radio-David-LewisThe initial feedback to the unveiling has been mixed with both excitement and skepticism. David invites Terry Flaherty and Kerry Cunningham, two of the Research Directors @siriusdecisions behind the new framework to answer questions around its’ purpose and implications including:
  • What has the reaction been to the new waterfall?
  • Why did SiriusDecisions update the demand waterfall?
  • What's a Demand Unit and why does it matter?
  • What's a Demand Map and what value does it deliver?
  • What are the major changes/differences that Sirius introduced in this version of the waterfall?
  • What are some of the major things to consider when implementing the Demand Unit waterfall?

Sales Lead Management Today Blog Reaches 100,000 Viewers

The Sales Lead Management Association’s SLM Today Blog Carries Opinions, Podcast Replays, Research & White Paper Reviews

IStock-459184129June 16, 2017 - - Lynden, WA - - The Sales Lead Management Association (SLMA) announced that its long-running blog, Sales Lead Management Today which publishes anything and everything to do with the process of sales lead management, reached a milestone with 100,000 viewers.

Founder of the SLMA, James W. Obermayer, said, “Our blog has progressed from posting once a week to 4-5 times a week on a variety of subjects having to do with sales lead management.   With the increase has come an upsurge in viewers and we are always surprised at the long life of the posts. Recent posts about how artificial intelligence affects marketing headcount have gotten big bumps in readers.” 

The blog subject matter varies between:

Go here to sign-up for the Sales Lead Management Today blog.

 About the Sales Lead Management Association

The mission of the Sales Lead Management Association is to help companies become successful in the critical business process of managing sales leads, which we believe manages revenue.  Membership is free.  For information call Sue Campanale at 360-933-1259.  The Sales Lead Management Association is a division of the Funnel Media Group, LLC.

 


Sales Lead Management Week is October 16-20, 2017

SLM will Offer Podcasts on Artificial Intelligence and Machine Learning and How They Affect Sales Lead Management Processes

IStock-459184129June 15, 2017 - - Lynden, WA - - The Sales Lead Management Association (SLMA) announced that October 16-20 will be Sales Lead Management Week this year.  SLMA founder James Obermayer said, “This has traditionally been a week that many companies use as a platform to talk about the importance of a sales lead management process for B2B and B2C companies.  They have also spotlighted their own products and services for managing sales leads using podcasts and webinars.”

Susan Finch, co-producer of the SLMA Radio Today podcast program, said “In this tenth year of Sales Lead Management Week, the SLMA will offer a choice of podcast programs from the Funnel Radio Channel that discusses how artificial intelligence (AI) and machine learning are used in the sales lead management process.”

Other executives familiar with the SLMA said:

 “AI will soon reshape lead management as we know it. The maturation of this technology presents both exciting opportunities and significant challenges for sales and marketing professionals. The long-term implications of AI will be top of mind during Sales Lead Management Week." - Prayag Narula, CEO of LeadGenius

From Badger Maps, CEO Steve Benson said “Sales lead management has become increasingly important, hence the reason for SLMA Week.   It’s becoming faster, more automated, and more effective, making sales even more competitive. Buyers are more educated and there is less administrative work thanks to better tools that enable the salesperson. For example, Badger Maps help sales reps manage their leads more efficiently so they can focus on their best and most important prospects, leads and customers when in the field. Having all the information about leads and customers in one place allows reps to connect with them in a more authentic way while increasing their productivity."

Participating in Sales Lead Management Week

This is a week for software and service companies to provide webinars, seminars, podcasts, speeches and blog entries that discuss the importance of lead follow-up and ROI reporting for lead generation.  “Managing inquiries,” Obermayer said, “is managing revenue.”  This is the tenth annual Sales Lead Management Week; the first SLM Week took place in October 2007. 

 About the Sales Lead Management Association

The mission of the Sales Lead Management Association is to help companies become successful in the critical business process of managing sales leads, which we believe manages revenue.  Membership is free.  For information call Sue Campanale at 360-933-1259.  The Sales Lead Management Association is a division of the Funnel Media Group, LLC.


How AI proves the ROI for Content Marketing - Pawan Deshpande

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Witnessing the birth of Content Intelligence

There are two theories marketing management  is grappling with:

  1. Content Management is king
  2. Artificial Intelligence (Machine Learning) is changing the way we market and sell

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Sales Research- Automate or Else - Velocify and AA-ISP

Why It’s Important:

“Those that explore, adapt, and invest in new sales automation technologies using AI will succeed; those that don’t will know failure, less profitability, higher sales expenses and greater representative turn-over.”

James Obermayer - Reviewer

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  Slma-recommended-187Title:  The Evolving Sales Technology Landscape

Subtitle: Riding the Wave to Revenue

Published by/Authors:  Velocify and AA-ISP

Gated: Yes

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