A rebrand, website redesign and PR program increase contact form fills by 532% while differentiating edtech provider in crowded space
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Effective artificial intelligence marketing solutions are must-have resources for technology companies on the bleeding edge of innovation. Everyone knows that the future is AI. But strategies for marketing AI technologies aren’t nearly as obvious – especially for B2B tech companies with extended sales cycles.
Artificial intelligence marketing solutions are different than other tech marketing strategies for the simple fact that AI is new technology. Currently, most tech companies market solutions or services that are variations on established technologies. While AI has the potential to deliver big benefits, it’s a new category of technology altogether.
Why does that matter? Because many organizations and decision makers who are prime candidates for AI don’t understand what it is and what it can do for their companies. To connect with prospects and leads, technology companies that feature AI in their products or services must educate audiences before they can sell to them.
For example, most decision makers (and employees) believe that AI will replace human beings, displacing flesh and blood workers with complex hardware and software solutions. In fact, the current thinking is that AI improves outcomes by using deep neural networks and machine learning to automate insights that help human beings do their jobs better. Instead of replacing workers, artificial intelligence enables them to be more successful in their roles.
By educating the marketplace, the best artificial intelligence marketing solutions correct misconceptions about the technology. But more importantly, they make the technology accessible and practical for prospects and leads – individuals and organizations who will eventually become end users.
Marketing strategies for AI vary by organization and vertical. For example, the fine points of a strategy for artificial intelligence in the financial sector will inevitably look different than those found in strategies for the retail or marketing sectors.
But despite the differences, there are several big picture themes that are shared by nearly all successful artificial intelligence marketing solutions and strategies:
Good AI marketing tailors its approach based on a nuanced understanding of target industries. It’s not enough to understand AI – leading marketers also understand the granular needs and pain points of vertical-specific audiences.
At Walker Sands, we specialize in B2B technology marketing for the industries that are most appealing to artificial intelligence brands. Contact us today and learn how we can put our experience and relationships to work in artificial intelligence marketing solutions for your organization.