Generative AI has already begun to make a major impact across the B2B sales and marketing landscape.
Leveraging AI-powered tools can already lead to:
- Faster creation of personalized emails
- Always-on demand gen campaigns that react to buyer behavior
- Accurate predictions about where a buyer is in their journey
- Real-time analysis of pipeline health, and smart recommendations to help uncover new opportunities
And advancements in generative AI for marketing are still coming fast and furious. The biggest development on the horizon is a concept called “autonomous AI.”
Let’s take a look at what autonomous AI is and then how this technology can radically transform marketing strategy.
Autonomous AI: A Self-Evaluating and Improving Loop
To understand the concept of autonomous AI, first think about how AI can currently be used for everyday marketing activities.
In one example, a demand gen marketer might turn to a generative AI email tool to help craft a series of emails personalized for a specific target audience. After the technology generates the email, the marketer then takes those results and inputs them into a workflow that uses them.
But, autonomous AI says, “What if we didn’t need a human to take that ‘then’ step? What if the AI itself could perform multiple tasks and undertake an entire campaign on its own?”
Instead of prompting your preferred AI tool with a simple task…
- “write a line of code”
- “create a three-email sequence to follow up on our webinar,” etc.
… you will prompt the AI to achieve a goal.
It might seem like a small differentiation, but consider this: Using current generative AI marketing tools is like directly managing a junior member of your team. They require clear instructions to consistently deliver on their specific tasks.
Interacting with autonomous AI will be like acting as a CMO. You set a bigger vision, and you charge your team with developing the processes and output that lead to that goal. It’ll even perform self-evaluation after the fact to understand any shortcomings so that future efforts will be improved.
How Autonomous AI Will Reshape Your Generative AI for Marketing Activities
Autonomous AI is still in its infancy, so it’s hard to completely predict the way it’ll impact your marketing strategy. But, knowing the broad capabilities of the technology can help us see just how powerful it’ll be.
Let’s take a look at some examples where autonomous AI can supercharge your marketing activities.
Example #1: Drive Pipeline to Fill Identified Gaps
Proactive marketers know that they have to keep a keen eye on pipeline to make sure there are enough sales opportunities to help the revenue team hit quarterly goals.
Consider the following prompt:
“Study our current pipeline number across all our segments. Take note of any segments that are predicted to fall short of our set goal. For those segments that are predicted to fall short, create a three-email campaign that speaks directly to those buyers. Run that email campaign using our [MAP] integration. Alert [Seller] to any responses or engagements. Provide estimated increase in pipeline from this campaign.”
With this prompt, your AI tool can take multiple steps to solve a pipeline shortfall that you might not have even been aware of — and solve it with minimal effort on your part.
Example #2: Scale Your ABM Efforts
ABM strategies thrive on the ability to personalize marketing activities. Autonomous AI can unlock a nearly limitless capability to create personalized campaigns for your top accounts.
Consider the following prompt:
“Create and launch a personalized marketing campaign for [Company A]. Use previous engagements, firmographics, technographics, intent data, and any other relevant information that is unique to them to deliver:
- A 300-word landing page offering them a product demo tailored to their interests
- A three-email cadence that includes quotes from our customers in the same industry as [Company A], solving pain points that relate to [Company A’s] recent keyword research.
- Talking points for sellers to focus on in any subsequent meetings
- A visualization of the buying personas that include their previous engagements with us
After launching the campaign, measure the results and deliver a report on how effective your campaign was.”
This prompt is extremely flexible and — most importantly — scalable. In half a day, a single member of the marketing team could craft a dozen personalized demand gen campaigns for your top ABM targets. Even better, the autonomous process will only get better as it attempts more campaigns.
Conclusion
Autonomous AI is the next natural evolution in AI technology because it unlocks the ability for the tools to see a bigger picture. Leveraging autonomous generative AI in marketing will help your teams act faster, deliver more personalized experiences, and drive more results.
