Global research and advisory firm Info-Tech Research Group's
latest industry blueprint offers marketers a roadmap to
successfully integrate AI into their strategies. The research
focuses on selecting high-value AI initiatives that organizations
are ready to implement, helping marketers drive revenue, reduce
costs, and enhance operational efficiencies. By offering a clear
guide on how to navigate the complexities of AI, the new resource
will help marketing professionals transform the perceived
challenges associated with AI into golden opportunities for
business growth.
TORONTO, April 23,
2024 /PRNewswire/ - As AI continues to reshape
the business landscape, marketers face many challenges and
opportunities, from integrating the most impactful AI strategies to
aligning them seamlessly with overarching business objectives. To
equip marketers with insights and tools to fully harness AI,
Info-Tech Research Group has published its latest
blueprint, Capitalizing on AI. This
research-backed blueprint will guide marketers through the
complexities of AI adoption, enabling innovation and driving
sustained success in a fiercely competitive marketplace.
"AI is fundamentally reshaping the roles of CMOs, sales
leaders, and heads of customer success. In fact, that change has
already started to happen," says Terra
Higginson, MBA, principal research director at Info-Tech
Research Group. "With many organizations using some form of AI,
failing to act swiftly in the face of this monumental change could
lead to lost opportunities and revenue. Those who continue to delay
adoption may lose market share and revenue."
The firm's research outlines some of the hurdles marketers can
encounter when selecting and implementing AI initiatives, such as
gaps in technical expertise or resistance toward AI technology.
However, despite these challenges, the advantages of AI in
streamlining marketing tasks are significant. Info-Tech's blueprint
advises marketing leaders to evaluate AI applications based on
their potential value and the organization's readiness to adopt
them. By prioritizing AI initiatives with the highest value and
readiness, marketers can effectively implement these technologies
across marketing, sales, and customer success functions.
"Many marketing leaders are unsure how or where to implement
AI solutions for their organizations," explains Higginson.
"Nevertheless, leaders need a way to understand which AI
initiatives will be the most impactful and which they are most
ready to implement. Leaders should begin selecting their AI
initiative because early adoption of impactful technology will
provide a competitive advantage. Those who delay adoption will
undoubtedly be left behind."
Info-Tech suggests that AI's integration into marketing is more
than just a technological shift; it represents a significant
evolution in how marketers can drive business growth. The newly
published industry resource emphasizes how AI, a domain
traditionally viewed through an IT lens, is now becoming a key
driver of marketing success.
Info-Tech's Capitalizing on AI blueprint explores the
pivotal role of AI in enhancing marketing strategies through these
three critical areas:
- Revenue growth: AI can enable organizations to
increase revenue growth with previously unseen marketing, sales,
and customer success use cases.
- Cost savings: The revolutionary technology can
offer significant cost savings through reduced person-hours, faster
implementations, and increased efficiency.
- Operational efficiency: Organizations
can drive operational efficiency as well as reduce the
monotonous tasks that marketers experience.
The insights found within the blueprint highlight the immense,
tangible benefits of integrating AI into marketing strategies.
Taking a strategic approach, marketers can leverage AI to drive
significant improvements in marketing efficiency and business
outcomes. Info-Tech also outlines the top five bets organizations
should consider to capitalize on AI:
- AI customer experience chatbots: Automation at
scale with conversational and generative AI will lead to increased
efficiency and decreased time to resolution in contact
centers.
- Revenue intelligence: AI uncovers hidden demand in
net-new accounts, providing lead and account intelligence, intent
data, and predictive analytics to prioritize prospects actively
seeking solutions.
- AI content creation & optimization: Technology
can help generate various content types, optimize websites, and
identify missing elements through search engine optimization
techniques.
- Competitive intelligence: AI-powered software gathers,
analyzes, and interprets competitor data, offering insights into
trends, actions, and strategic decision-making.
- Personalization & testing AI: Tailor website
content based on individual interests and preferences and conduct
A/B testing to optimize user experience and identify key messages
for target audiences.
In embracing these transformative AI features, marketers can
navigate the evolving landscape with confidence, driving business
growth and delivering exceptional customer experiences. As
organizations strive to stay ahead in a rapidly changing market,
integrating AI into marketing strategies should not be seen as just
an option but a strategic imperative for sustainable success.
For exclusive and timely commentary from Terra Higginson, an expert in marketing
strategies and technologies like AI, and access to the complete
Capitalizing on AI blueprint, please contact
pr@infotech.com.
About Info-Tech Research
Group
Info-Tech Research Group is one of the world's leading
research and advisory firms, proudly serving over 30,000 IT and HR
professionals. The company produces unbiased, highly relevant
research and provides advisory services to help leaders make
strategic, timely, and well-informed decisions. For nearly 30
years, Info-Tech has partnered closely with teams to provide them
with everything they need, from actionable tools to analyst
guidance, ensuring they deliver measurable results for their
organizations.
To learn more about Info-Tech's divisions, visit McLean &
Company for HR research and advisory
services and SoftwareReviews for software buying
insights.
Media professionals can register for unrestricted access to
research across IT, HR, and software and hundreds of industry
analysts through the firm's Media Insiders program. To gain access,
contact pr@infotech.com.
For information about Info-Tech Research Group or to access the
latest research, visit infotech.com and connect via
LinkedIn and X.
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SOURCE Info-Tech Research Group