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Artificial Intelligence: How Machine Learning is Impacting Every Marketer Today
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Nicholas HollandGM, Marketing Hub
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What is Artificial Intelligence?
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It’s about augmenting humans, not replacing them
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Artificial Intelligence (AI) is the theory and
development of computer systems able to acquire
and apply knowledge and skills
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Machine learning (ML) is an application of AI that provides
systems the ability to automatically learn and improve
from experience without being explicitly programmed
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Deep learning is a subset of machine learning in AI that
has networks which are capable of learning unsupervised
from data that is unstructured or unlabelled
#EXPINBOUNDSource: John Koetsier
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Think of it like this...
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It would require thousands of humans hundreds of thousands
of hours to do this (if even at all)
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AI isn’t the future, its now
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Behind the scenes these tools are gathering data about you,
tailoring your experience, and doing it at scale
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AI will revolutionize Marketing
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84% of enterprise marketing organizations are
implementing or expanding AI and machine learning
in 2018
source: Forbes
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75% of enterprises using AI and machine learning
enhance customer satisfaction and sales of new
products & services by more than 10%
source: Cap Gemini
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credit: dun & bradstreet
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AI + Communications
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HubSpot acquired Motion.ai
to inject artificial intelligence
into Conversational Marketing
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Bots will help marketers intelligently & automatically qualify
prospects, route leads, assign support tickets, and answer
customer questions… 24 hours, 7 days a week
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Insurance companies are using AI to
determine the persona of applicants
to personalized marketing
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Banks parsing customer service call
and chat transcripts to recommend
actions for better service
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Record every sales conversation,
transcribe to text, provide
summaries, and flag important
items & topics for follow up
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AI + Content
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Automatically finds content to share, creates posts with tags
& images, and optimizes the publishing schedule. It even
suggests the right channel and what to spend for promotion
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An evolution on the standard
A/B test, multi-arm bandit
layers in machine learning to
dynamically adjust traffic to a
split test based on what’s
working best.
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AI + Targeting
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HubSpot integrates our CRM
with social platforms to target
audiences based off website
traffic, existing contacts, and
lookalikes
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Age
Gender
Interests
Education
Workplace
Location
Activity
Apps
Retargeting
Topics
Keywords
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Age
Gender
Interests
Education
Workplace
Location
Activity
Apps
Retargeting
Topics
Keywords
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Activities, Interests, and Locations yield tens of thousands of
data points that are passively tracked… resulting in machines
knowing you better than you know yourself
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Be aware, not scared
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Is this creepy or just an
evolution of our
existing fascination?
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Is this a threat or
simply another source
of inspiration?
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Gates, Musk, and
Hawking agree that AI
is our greatest threat
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A is u d -to-da v .
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Here’s How HubSpot Thinks About AI
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At HubSpot, we want to help people separate hype from reality with AI.
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But as a product, this means AI needs to help youGet S**t Done
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Language algorithms that learn about people, companies, and
markets
Targeted and personalized content and messaging
Deep, actionable insights into buyer behavior
At HubSpot, here are a few things we’re doing…
Marketing Hub
• Content Strategy• Recommend Content
Content Strategy:
Core TopicSuggestionsHow should I build my brand?• Recommendations based on
your existing content
Content Strategy:
SubtopicSuggestionsHow can I build authority in this topic?• Removes the guesswork from
topic cluster building
Content Strategy:
Core Topic SimilarityHow can I build authority on this topic?• Removes the guesswork from
topic building• Existing content as inputs
Blog:
RecommendedPosts• Which content should my
contacts see?• Recommending portal posts
Sales Hub
• Best time to send• Activity highlights• HubSpot Lead Score
Sales Pro:
Best time to send
When should I engage my leads?• Recommended time for 1-to-1
email engagement • Using behavioral,
demographic, firmographic inputs
Sales Pro:
Activity highlightsWhere should I spend my time?• Recommended based on
contact properties, event characteristics
Sales Pro:
HubSpot lead scoreWhere should I spend my time?• Focus on ranking for likelihood
to buy• Using behavioral,
demographic, firmographic inputs
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How You Should Think About AI
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It’s about augmenting humans, not replacing them
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It’s Not About Coding.It’s about your data and how you leverage it.
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credit: dun & bradstreet
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Think about when digital marketing first started to take off and the struggle of early adopters vs
luddites. We’re there again.
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THANK YOU
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