It is now possible for a marketing department to leverage generative artificial intelligence (AI) to accelerate go-to-market programs, create stickier engagements with prospects, and optimise operational efficiencies. I know because it is something we have successfully done ourselves.Â
By fully utilising generative AI innovations, businesses can increase content production significantly, double inbound SEO traffic, focus sales development representatives on more valuable prospect-facing activities versus spending hours in sales enablement training, and lay the groundwork to shrink the time to localise a website into multiple languages.
Despite the huge amount of hype surrounding AI since OpenAI’s much-heralded ChatGPT announcement, a recent study by Gartner revealed only less than half of business executives are investing in generative AI and of those only 30% have gotten beyond the exploratory phase. This needs to change. Businesses can use generative AI in a number of ways to realise measurable results almost immediately, such as:
Product Marketing: Using ChatGPT4, a marketing team can increase its rate of content creation – from ideation to delivery – by several hundred percent. Assets can be leveraged directly by prospects and customers via your website, as well as by your sales teams when they engage with prospects and customers.
Sales Enablement: A ChatGPT4 chatbot can be trained on existing content to enable sales development representatives (SDRs) to personalise conversations with prospects and customers and generate real-time answers to prospect and customer questions regarding your company’s capabilities. Using the chatbot, SDRs can save countless hours of time in sales enablement training.
Ask-Me-Anything Chatbots: You can also use ChatGPT4-enabled chatbots trained on your existing content to engage with prospects for real-time, personalised conversations. You can even split the bot into a number of separate personas. For example, we have Stu the Security Squirrel to engage with prospects on security-focused conversations and questions, and Calvin the Compliance Cow to engage with prospects on compliance-focused conversations and questions.
Organic Intent-based Search: Businesses can use data-driven and AI-enabled SEO platforms such as Quattr to develop intent-based content that can significantly increase inbound organic search traffic by turbocharging content generation. Such tools can be used to produce high-quality, authoritative content published as Blog and Glossary resource articles relevant to your prospects.Â
Streamlined Web Content Localisation: Traditional approaches to localising website content can be tedious, time-consuming, and expensive. Yet, by building a translation application programming interface (API) powered by ChatGPT4 can allow a marketing team to translate and publish individual webpages quickly and easily into multiple languages.Â
Multimedia to social media: Businesses can dramatically shrink the amount of time and cost it takes to create videos based on new blog posts, solution briefs, and other content assets by ingesting them into an AI-enabled tool that automatically creates videos used for social media posts and captions for podcast episodes.
Driving brand awareness and engagement requires significant marketing resources to break through all the noise. Using generative AI, businesses can achieve astonishing increases in marketing outputs and exponential efficiency gains. Generative AI must be a non-negotiable part of every business’s strategy in 2024 to ensure they can gain a valuable competitive advantage.
Kiteworks delivers data privacy and compliance for sensitive content communications through its Private Content Network for companies worldwide. For more information on Kiteworks, please click here.
