It’s almost 2018 and the term “machine learning” is getting tossed around like confetti at a marketing convention. You may roll your eyes, but after reading this article, you won’t blame us for using “machine learning” to improve account-based targeting.
If you’re a mere human, you probably need to put “learning” on your to-do list. But if you use artificial intelligence (AI) for B2B marketing, you can toss your “to do’s” up in the air (along with that confetti). Here’s why machine learning is the future of marketing:
1. Metadata is smart
Not to get too “meta” here, but metadata is information that provides information about other data. Let’s say that again in a different way: Metadata summarizes basic information about data, which makes finding and working with particular instances of data easier. According to Smart Insights, “metadata paints a picture about an individual’s daily routine, interactions, points of view and associations, and the reason it is so useful is that it doesn’t lie.”
When you think about metadata in this way, the information essentially becomes a “love note” for future business insights. Yes, we like to call it a “love note” because it’s an expression of truth in written form (caveat: machines aren’t that romantic…yet. But hey, who are humans to judge?) When you apply this info to your marketing funnel, you can compile a thorough analysis of behaviours which can then inform your targeted advertising.
Smart metadata allows for precision targeting, which narrows your prospects from a whopping 10 million “maybes” to 100,000 hyper-targeted customers.
2. We’re in a post-advertising world
If you look up the original Greek meaning in Wikipedia, meta- is equivalent to the Latin words post- or ad-. In our post-advertising world, smart business leaders can now see beyond data to know more about their best prospects. You’re probably thinking that you see ads everywhere, so how can we be post-advertising? Well, ads can’t interrupt anymore because we have too many control over the media that we consume.
Ads are no longer “in your face” noise with loud commercials and billboards. Instead, the best “ads” today are compelling, personalized content with real meaning for a brand’s audience. But to create meaning, you need to get meta (see #1 above).
Here’s the thing: The word “metadata” isn’t just the name of my company. It provides the necessary context that allows machine learning to happen. Seeing this subtext from a higher perspective allows you to hone in on insights you may otherwise miss. Instead of optimizing for clicks or impressions, you can orchestrate meaningful marketing by telling authentic stories that compel your audience to share them. When you provide personalized stories, you allow your customers to become the center of your account-based marketing funnel. This technology makes the human component of marketing come alive so that you can more easily build rapport with your potential customers.
3. It’s the Trifecta of Predictive Marketing
Except it’s even better than a trifecta. A trifecta is a form of betting in which you select the first three finishers in a horse race. But we already know that the three winners in predictive marketing are the following: Big Data, artificial intelligence, and multivariate execution.
With machine learning, you truly can’t lose.
While you may not be betting on horses per se, you are betting on your business. The technology is now available to eliminate your hunches, so why not tee up your targeting with the winning trifecta? Real-time feedback allows for simulation engines to engage (what we call SEE in our previous post). When you use multivariate testing, you can see the winners (and losers) to engage with business to business companies in a specific and accurate way.
Machine learning is the future of marketing. Get started today.