- We provide seven examples of enterprise-level providers of AI-enabled marketing solutions as well as case studies for each.
- Each of these companies are leaders in their respective category, with B2B and B2C organizations each benefiting from their AI-enabled solutions.
- This list is not inclusive of every enterprise-level provider, but is meant to give mid-to-enterprise-level organizations an sense of the best-in-class tools that exist in the market today, and how organizations are using them to improve their marketing, sales, and customer experience initiatives.
As part of our ongoing coverage of artificial intelligence (AI) in marketing, we’ve compiled a list of seven enterprise-level providers of technology solutions that utilize AI in some capacity.
This list covers key categories within the martech space including digital asset management, marketing and sales enablement, customer experience/engagement, and account-based marketing.
This list is not – by any stretch of the imagination – comprehensive in terms of the sheer number and scope of martech companies that use AI.
Rather, consider this a snapshot of how companies are using high-end AI capabilities to improve customer experience, achieve sales goals, and better enable their marketing campaigns.
Here is an overview of the methodology we used when compiling this list:
- The martech provider must have been around for at least 5 years and be an industry leading solution.
- The provider serves enterprise clients, agencies, or B2B customers (while it can also serve B2C companies, our focus is on the B2B space).
- The provider must have published at least one use case featuring how an enterprise-level client or B2B company (e.g., an agency) benefited from their solution.
- The provider consistently shows up as a “best in class” martech solution on industry lists.
- The provider’s technology employs the use of AI in some capacity.
Now, for the list.
#1: Acquisio Turing: PPC bid and budget management platform
Category: Digital ad management
What is it? Acquisio is cloud-based digital ad platform and campaign management software that combines the management of ads from top publishers like Google and Facebook into a single platform.
Acquisio launched an AI product, Acquisio Turing, in 2012 to simplify the time-consuming process of cross-channel PPC management. Turing automates bid management, budget distribution, and local lead estimation using over 30 intelligent algorithms which optimize spend, increase clicks, and/or increase conversions.
Industry case study: Philly Search Engine Marketing needed an automated solution to help reach their clients PPC goals, while spending less time on campaign management and optimization.
The company used Acquisio Turing, ultimately achieving an increase in clicks of up to 20%, decreased CPCs by at least 20%, and saw a 10x increase in client conversions using Acquisio Social.
#2: Adobe Experience Manager (AEM): Digital asset management (DAM) platform
Category: Digital asset management (DAM)
What is it? Adobe Experience Manager (AEM) is a DAM platform that acts as a centralized hub for organizing, storing, and retrieving digital assets such as images, video, and documents.
It helps companies find and edit assets in real-time, provides version control for better brand compliance, and makes all company assets shareable across distributed teams.
AEM uses AI to perform what they call “content intelligence” — which automates actions involved in content creation and deployment like tagging, cropping, and content personalization to deliver custom messaging to different audiences.
Industry case study: Briggs & Stratton, a Fortune 1000 manufacturer of gasoline engines, had several objectives.
First, they needed to make their website mobile friendly. They also wanted to streamline and simplify the process of creating and updating web pages and reduce the workload of their website creation teams.
Using AEM, Briggs & Stratton achieved 20% faster updates with mobile website support, simplified internal workflows, utilized templates for faster localization, and deployed better designs without the use of developers.
#3: Adobe Sensei: Customer experience platform
Category: Artificial intelligence tool
What is it? Sensei is an AI tool that integrates with Adobe’s Experience Cloud (AEC). While it’s not a standalone platform, we think it’s worth mentioning solely based on Adobe’s ubiquity as a top tier provider of CX technology.
Sensei’s AI technology is present within three Adobe Solutions including AEC, Adobe Document Cloud, and Adobe Creative Cloud. Sensei provides predictive analytics based on customer behavior, optimizes and scales experiences using real-time data, and enables one-to-one customer experiences.
Industry case study: Harvard Business Review (HBR) needed better customer intelligence so they could grow their readership of global business leaders.
Goals included simplifying/deepening their analytics capabilities to promote usage across their organization and increasing their use of targeting and personalization to better engage their readers.
HBR used Adobe’s Tag Manager and the AEC (both powered by Sensei) to successfully achieve higher circulation with targeted content. They also received automated AI-powered alerts to unearth patterns and identify spikes or drops in readership, revenue and page views.
This intelligence helped them create actionable marketing strategies to meet their readership goals.
#4: Airship: Customer engagement platform
Category: Mobile customer engagement platform
What is it? Airship is a mobile engagement platform that enables the delivery of customized messaging to any mobile, web-enabled, or IoT device. The platform is designed to increase customer engagement through push notifications, promotional offers, reminders, and more.
Airship’s technology uses predictive AI to send personalized messages to customers, match messaging to a customer’s likelihood of churn, and deploy messages during them most optimal times, based on when a customer is likely to respond.
Industry case study: U.S. based video game retailer GameStop, used Airship’s platform to increase customer engagement and improve communication with its customers.
Using a combination of Airship solutions including push notifications, messaging, and mobile wallet, GameStop grew mobile traffic with targeted offers and loyalty-related alerts.
GameStop also expanded the reach of its messaging to its entire app audience by including customers not logged in and created an integrated shopping experience using Airship’s Mobile Wallet Loyalty cards.
Airship uses AI orchestration to deliver the level of personalization that GameStop used to improve their customer engagement.
#5: Demandbase: Account-based marketing (ABM) platform
Category: Account-based marketing (ABM)
What is it? Founded in 2006, Demandbase is one of the first account-based marketing platforms for B2B marketing and sales enablement. The Demandbase platform leverages AI and machine learning to deliver actionable insights to users.
These include helping users understand intent through natural language processing/keyword extraction and time series analysis, account research and identification, and content recommendations.
Industry case study: eSignature transaction management company DocuSign wanted to attract more targeted accounts into their sales pipeline, increase CTRs to high-value gated content, and boost conversion rates to forms without sacrificing important information.
Using Demandbase’s platform, DocuSign launched company-specific campaigns in six industries and engaged website visitors with personalized content. They saw immediate results, achieving a 22% increase in their sales pipeline, 300% increase in page views, and a 300% increase in CTRs.
#6: HubSpot: Inbound marketing, sales, and service platform
Category: Customer relationship management, sales enablement, lead nurturing
What is it? HubSpot is an inbound sales and marketing platform offering a range of software solutions including CRM, marketing, sales, and customer service tools.
It uses AI in a variety of ways, including enabling data cleanliness, business card scanning (their scanning app uses AI to pick out the contact fields from any business card), data deduplication, automatic phone call transcribing, CRM enrichment, and more.
Industry case study: Casio UK leveraged HubSpot CRM, marketing, and sales software to increase leads and revenue from its calculators.
Using features like smart lists, an AI-powered tool that organizes contacts by shared traits, and A/B testing which measures engagement for different versions of the same email using a sample of recipients, Casio UK achieved a 26% increase in revenue, 12% increase in organic traffic, and a 496% increase in leads.
#7: IBM Watson: Workflow automation platform
Category: Predictive analytics and workflow enablement
What is it? IBM Watson is a suite of AI-powered services, applications and tools aimed at enterprise organizations. Watson can do many things, but from a marketing perspective we’re going to focus on its customer experience capabilities.
Watson has two tools within its suite of CX-related products: Watson Discovery, Watson Assistant, and (formerly) Watson Marketing Insights.
Discovery is an AI-powered search technology that answers questions while analyzing the trends and relationships buried within enterprise data.
Assistant is a conversational AI platform that intelligently answers customers’ questions. Marketing Insights pinpoints customer insights and target audiences (note: this product is now a separate company called Acoustic).
Industry case study: Autodesk, a company that makes software for a variety of industries including architecture, construction, engineering, manufacturing, media, and more, used Watson to speed up customer service responses by 99%.
Autodesk had a high volume of customer queries and partner contacts which resulted in 50% of their first calls going unresolved. Watson enabled Autodesk to reduce the resolution time for calls by from 1.5 days, on average, to just 5.4 minutes, increasing overall customer satisfaction by 10 points.
Want more AI?
As previously noted, this list of enterprise-level providers is a drop in the bucket when it comes to the AI solutions available in martech.
We’re focusing on AI in martech throughout the month of June with stories covering the value of AI for B2B marketers, what experts say about the usage of AI in marketing, what to look for when buying AI marketing technology, and whether or not AI can actually make marketing more human, among other topics.
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