A MarTech buyer’s cheat sheet to understanding AI lingo

Yes, this is another article about the meaning of artificial intelligence (AI) in marketing.

No one needs to look far to find examples of AI applied to marketing, but as a marketer, what new tech is worth your time and your company’s dollars? I want to share some personal tools that help me interpret what I read about MarTech solutions “powered by AI.”

AI is easy to find yet harder to understand and even more difficult to define. The Google news feed on my phone feels a little like my microwave, I don’t really know what is happening behind the scenes and sometimes the suggested articles don’t come out exactly how I would expect, but I know if I swipe right on my phone, it is a super speedy and no-mess way to get some news updates.

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Know Your Manufacturing Customer’s Sales Journey

By considering our customers’ unique sales journey and buying styles, we can tailor our messages and sales approach, and increase our sales effectiveness.
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What Dating Taught Me About Understanding Manufacturing Sales

I used to think that great deals started with a great product and closed with a Jedi salesperson that could mystically anticipate every customer objection and demonstrate product superiority in terms of benefits, features, and price. I realized that if I maintained this outlook, the customer starts to feel like the enemy. As I watched sales cycle after sales cycle, my perspective changed. Read More →

5 Ways to Shorten Your Manufacturing Sales Cycle

We spend much of our time thinking about how attractive our customers look to us. The secret to shortening manufacturing sales cycles is to understand how attractive we look to our potential customers. Think about it. In meeting after meeting and spreadsheet after spreadsheet we analyze customers based on their purchase volume, profit margin, and product mix—celebrating those customers that buy a lot, pay a lot, or buy what we want to sell. In the same breath, we grumble about customers that require gobs of TLC but then don’t buy very much, spend very much, or order what we would like to sell. Read More →

Shhh! Don’t Tell Our Customers We Have Competitors!

“I’m not sure about naming competitors in our customer survey. Isn’t it risky to name potential replacements for our products?”

This question has come up from not just one but multiple customers over the past year. At first, I was somewhat surprised and thought it may be a unique aspect of certain industries. But the more it came up, the more apparent it became that this was a fairly widespread concern. Read More →

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