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Artificial Intelligence: How Machine Learning is Impacting Every Marketer Today

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Nicholas HollandGM, Marketing Hub

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What is Artificial Intelligence?

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It’s about augmenting humans, not replacing them

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Artificial Intelligence (AI) is the theory and

development of computer systems able to acquire

and apply knowledge and skills

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Machine learning (ML) is an application of AI that provides

systems the ability to automatically learn and improve

from experience without being explicitly programmed

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Deep learning is a subset of machine learning in AI that

has networks which are capable of learning unsupervised

from data that is unstructured or unlabelled

#EXPINBOUNDSource: John Koetsier

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Think of it like this...

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It would require thousands of humans hundreds of thousands

of hours to do this (if even at all)

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AI isn’t the future, its now

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Behind the scenes these tools are gathering data about you,

tailoring your experience, and doing it at scale

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And it’s just

getting started...

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AI will revolutionize Marketing

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84% of enterprise marketing organizations are

implementing or expanding AI and machine learning

in 2018

source: Forbes

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75% of enterprises using AI and machine learning

enhance customer satisfaction and sales of new

products & services by more than 10%

source: Cap Gemini

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credit: dun & bradstreet

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AI + Communications

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HubSpot acquired Motion.ai

to inject artificial intelligence

into Conversational Marketing

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Bots will help marketers intelligently & automatically qualify

prospects, route leads, assign support tickets, and answer

customer questions… 24 hours, 7 days a week

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Insurance companies are using AI to

determine the persona of applicants

to personalized marketing

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Banks parsing customer service call

and chat transcripts to recommend

actions for better service

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Record every sales conversation,

transcribe to text, provide

summaries, and flag important

items & topics for follow up

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AI + Content

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Automatically finds content to share, creates posts with tags

& images, and optimizes the publishing schedule. It even

suggests the right channel and what to spend for promotion

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An evolution on the standard

A/B test, multi-arm bandit

layers in machine learning to

dynamically adjust traffic to a

split test based on what’s

working best.

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AI + Targeting

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HubSpot integrates our CRM

with social platforms to target

audiences based off website

traffic, existing contacts, and

lookalikes

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Age

Gender

Interests

Education

Workplace

Location

Activity

Apps

Retargeting

Topics

Keywords

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Age

Gender

Interests

Education

Workplace

Location

Activity

Apps

Retargeting

Topics

Keywords

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Activities, Interests, and Locations yield tens of thousands of

data points that are passively tracked… resulting in machines

knowing you better than you know yourself

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Be aware, not scared

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Is this creepy or just an

evolution of our

existing fascination?

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Is this a threat or

simply another source

of inspiration?

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Gates, Musk, and

Hawking agree that AI

is our greatest threat

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A is u d -to-da v .

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Here’s How HubSpot Thinks About AI

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At HubSpot, we want to help people separate hype from reality with AI.

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But as a product, this means AI needs to help youGet S**t Done

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Language algorithms that learn about people, companies, and

markets

Targeted and personalized content and messaging

Deep, actionable insights into buyer behavior

At HubSpot, here are a few things we’re doing…

Marketing Hub

• Content Strategy• Recommend Content

Content Strategy:

Core TopicSuggestionsHow should I build my brand?• Recommendations based on

your existing content

Content Strategy:

SubtopicSuggestionsHow can I build authority in this topic?• Removes the guesswork from

topic cluster building

Content Strategy:

Core Topic SimilarityHow can I build authority on this topic?• Removes the guesswork from

topic building• Existing content as inputs

Blog:

RecommendedPosts• Which content should my

contacts see?• Recommending portal posts

Sales Hub

• Best time to send• Activity highlights• HubSpot Lead Score

Sales Pro:

Best time to send

When should I engage my leads?• Recommended time for 1-to-1

email engagement • Using behavioral,

demographic, firmographic inputs

Sales Pro:

Activity highlightsWhere should I spend my time?• Recommended based on

contact properties, event characteristics

Sales Pro:

HubSpot lead scoreWhere should I spend my time?• Focus on ranking for likelihood

to buy• Using behavioral,

demographic, firmographic inputs

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How You Should Think About AI

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It’s about augmenting humans, not replacing them

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It’s Not About Coding.It’s about your data and how you leverage it.

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credit: dun & bradstreet

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Think about when digital marketing first started to take off and the struggle of early adopters vs

luddites. We’re there again.

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THANK YOU