5 Mistakes Marketing Executives Keep Making

5 Mistakes Marketing Executives Keep Making

5 Mistakes Marketing Executives Keep Making

Marketing executives carry the heavy burden of maintaining the reputation of the brand, both internally and externally. The main goal is to support sales in their concerted efforts to close more deals. But the only way they do this is by promoting and elevating the company’s brand and reputation to their potential customers.

The fast-paced, always-moving world of marketing leaves room for plenty of opportunities. Simultaneously, it leaves just as much room for mistakes. While mistakes are natural, there are some which hinder teams from capitalizing on MQLs and revenue. Mistakes are, more often than not, a result of misaligned strategies and lack of communication. And while we’re human and they can happen, the effects of them can be much more public and damaging to the company’s brand. So we decided to point out the five most common marketing mistakes:

1. Assuming your audience isn’t on other channels.

Let’s say this one loud and clear: your consumers are everywhere. Yes, maybe more of them spend time on LinkedIn than YouTube. Maybe your demographic engages the most with video rather than email marketing. That does not mean you should quit those other channels. In fact, integrated marketing is one of the most important ways to give your consumers a cohesive, informative experience on multiple channels. Maybe it takes 3 encounters to get an inquiry. Maybe it takes 40 encounters. Integrated marketing turns your efforts into lead movements. Take advantage of it. 

​“Integrated marketing is aligned with a simple but powerful marketing philosophy: that any interaction someone has with your brand, on any channel, should reinforce their impression consistently, and positively.”

– Lucy Fuggle, HubSpot

2. Skipping proofreading.

We see this all the time. An email with a typo or missing link, a LinkedIn ad with a broken CTA button, or even just a blog with the wrong sources– it all hurts the brand. Marketing’s job is to constantly reinforce the reputation of the company in a nurturing and positive way. Encourage your team to create a system between your team members for proofreading. Our marketing team goes through two proofreading stages before allowing the entire team to eyeball the content before it goes live. This ensures no error is overlooked.

3. Lacking adaptation

Sales repeats their ABC’s — Always Be Closing. Marketing should have their own slogan: Always Be Adapting. Marketers struggle with getting too comfortable sometimes. While a rhythm is important, the general rule of thumb should be to adapt to the consumer at all times. Consumers, and their behaviors, change constantly, and thus, marketers and their strategies should, too. Push your team to use their lead data and adapt the nets they’re casting to the right “lead pond.” Those who adapt, grow. Those who don’t adapt, fall behind.


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4. Losing sight of the big picture

Strategy revolves around staying relevant and consistent. Often marketers get into patterns that make their strategy go stale. This comes down to the “stepping stones” of big goals. Is your team making smaller, attainable monthly/quarterly goals? How often do you examine your metrics? Do you use your data to adjust your content? Does your team have true alignment with their sales team? Your team should be supporting sales. If that is not part of their strategy, there will be a gap sitting between the two teams where leads and opportunities get lost. You are the captain of this team, so it’s important you are steering your team in the direction of alignment.

5. Minimal Research and No Testing

There are a vast number of reasons why research and A/B testing is so important. Simply put, your sales team may be closing less deals because of this oversight. Encourage your team to regularly test pricing pages, inquiry forms, ads, CTAs. Monitor the results and optimize your language or the structure of your content according to the way your consumers engage. This should be happening consistently and often. 

Test. Monitor. Optimize. Repeat.

For more reasons your marketing and sales may be misaligned, check out
The Lead Conversion Gap.

Talk to a Verse Lead Conversion Specialist to see how Verse can help.

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Chatbots: Missing the Middle of the Funnel

Chatbots: Missing the Middle of the Funnel

Businesses trying to sell their product or service are constantly dealing with the handicap of being overworked and understaffed. In sales and marketing, this could not be more relevant. The influx of leads and the quality of them often result in managers panicking as they try to scale leads without scaling their team.

The problem is in the middle of the funnel. And although there is “conversational marketing” and expensive tech stacks that claim to solve this problem, most of them solve only part of the problem. 


Many marketing and sales teams know the importance of conversations with leads. Conversational marketing is a widely used “solution” but there are ways they aren’t completely cutting it.

Chatbots converse with the lead, making the initial contact with prospects more personable and interactive. However, we’d go as far as to say a Chatbot is basically no different than an inquiry form, seeing as it’s only the difference between a lead filling out a form and submitting their information to a chatbot. 

The questions a Chatbot asks a website visitor are the same questions a lead would fill out on the inquiry page. Many companies are not always aware of this as it does not count as lead qualification. It’s simply the entryway of your sales funnel.

Purchasing softwares to assist sales and marketing needs to be controlled in the most reductive sense. Essentially, how can you capitalize on the most leads with the least amount of tech stacks for the most amount of ROI? Chatbots, though they seem to generate more leads, don’t fulfill a lot of the problems in the sales funnel, so it’s important to note what other gaps Chatbots seem to neglect:

  • Lead follow-up 
  • Genuine language and conversation
  • Qualification


With a misaligned funnel, it doesn’t really matter if the Chatbot generates 500 more leads per month, there are leads still being lost. How? If a lead answers all of the Chatbots questions, there is still typically a 50% chance businesses won’t follow up within 24 hours. Even after five minutes of no contact, the chances of getting a consumer to purchase shrinks substantially.

Often businesses see these holes and they begin investing more money into other sales funnel solutions to fix them. And although Chatbots can be a great asset, the most ROI will be found in a solution that lets sales focus on qualified prospects and simultaneously gives data back to


of consumers say they expect Chatbots to have some sort of negative impact on their buying experience.

Need help converting more of your leads into appointments?

Talk to a Verse Lead Conversion Specialist to see how we can help.

Let Sales Focus On The Qualified

Ultimately, it’s possible to have a minimal amount of software and still be able to reach all leads. Chatbots only deal with marketing leads, so it’s not even catering to the full funnel, other softwares have their own contingencies. 

When leads come in, they need to be scored on whether they’re engaging or not. When they see how a lead is qualified or scores high enough, salespeople should be notified. So if you have a great sales team that is talented at what they do, Chatbots are still leaving them to do extra tasks in the handoff. 

There should be something in place to score leads and notify sales of qualified prospects so they can focus on the “ready-to-purchase” leads. No salesperson wants to get an appointment with someone who isn’t a good fit or won’t purchase.

An All-in-One Software Solution

Tech stacks aren’t all overpriced and ineffective. In fact, the solution really is simple. What we know to be true when it comes to lead management is:

  • A lead should be contacted within five minutes of being generated (at any hour of day)
  • A lead should be given a range of communication options for their comfort
  • A lead should be nurtured for up to six months and qualified before booking an appointment with a sales representative

Verse decided this solution could be made simple. An all-in-one lead conversion software, set to integrate with any CRM tool for any sales and marketing team. This software would be hosted by a 24/7 modern contact center, where AI ensures the effectiveness of communication while human representatives standby to step in where personable language is necessary. 

This software initiates conversation with every lead at all hours of the day at any day of the year. The leads are offered text, email, or phone communication and are nurtured for six months. Verse’s Success team helps our clients create a pre-generated script for qualifying questions so our contact center can live transfer or book an appointment with your sales team.

Verse created this lead conversion software to ensure a solid and aligned sales funnel, where marketing can get real data from qualified leads and sales can stop wasting their time chasing down prospects who aren’t even going to purchase. Instilling this software and program, overall, creates a more unified and profitable sales funnel. 

The results are in the ROI. Lead conversion is notably the most difficult obstacle in the sales funnel. An all-in-one software solution that gives you the maximum conversion rate? Can’t get much better than that.

Talk to a Verse Lead Conversion Specialist to see how Verse can help.

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Mortgage and the Reward of Digital Storefronts

Mortgage and the Reward of Digital Storefronts

Mortgage and Their Digital Storefronts

In light of recent events, businesses were scrambling to adjust their emphasis on digital storefronts. We all knew digital was important, but now more than ever digital storefronts are not just important, they are vital.

As the economy has been deeply impacted by COVID-19, interest rates dropped and leads came pouring in for refinancing of their mortgage loans. Along with that, a growing number of people took interest in home buying due to the low interest rates.

Mortgage received a significant influx of leads throughout March and April specifically and the scramble of contacting leads quickly and after hours became increasingly unattainable. It’s important to look through the lens of the consumers by imagining how people would behave in, say, a retail storefront: they want to “shop” or look around before speaking with a representative that can meet their needs and answer their questions.

For mortgage, those two elements for their digital storefront revolve around:

  • The website — consumers can research and “shop” before filling out an inquiry
  • Contacting the lead — consumers can be catered to and cared for in the buying process, even outside of normal business hours

“A website should be designed as such that a visitor (can) go to the cart with confidence and not to your contact page with confusion.”

Amit Kalantri

Content and Conciseness is Key

More than 50% of all loan applications in the past two years included some online or digital component. A website is one of the most important elements to any company’s brand and product. It’s where consumers can go to figure out more about who you are and what you can do for them. For mortgage, your website is where they will do their research and hopefully, fill out an inquiry or application.

This part of a mortgage lender’s brand is vital. Why should a consumer apply for a loan through you versus the competition?

In order for your website to gain organic traffic and high quality leads, you need:

  • A mobile-friendly platform – While 67% of those with home loans say they would have felt comfortable completing a home loan application online, 51% of searchers are more probable to purchase from a mobile optimized website. Everything should load quickly, read easily, and should generally be easy enough for all demographics to use.
  • A blog – 92% of recent mortgage borrowers did online research before even speaking to a lender. Although a blog does require consistency and relevancy, it’s a huge way to get ahead of the competition. Consistent content is an indirect way to establish credibility and trust with the consumer, even if it is just a weekly post.
  • Video – After watching a brand’s video, 80% of consumers purchased a product. A video gives the consumer insight on your company and mission with more visual representation and opportunity for connection. There should be at least one video on your homepage or somewhere obvious on your website. Be sure to include a call-to-action button under the video.


of mortgage borrowers did online research before speaking to a lender

Need help converting more leads into opportunities?

Talk to a Verse Lead Conversion Specialist to see how we can help.

Contacting Leads After Hours

Leads are incredibly important and costly. According to Econsultancy, for every $92 spent on acquiring leads digitally, only $1 was spent on converting them. For investing that amount of money in acquiring leads, the conversion investment is extremely low and is likely a contributing factor to the loss of potential business.

As leads are filling out forms on your website, mortgage lenders are doing their best to contact them quickly. Since the likelihood of purchase decreases as a lead goes uncontacted, the need for a digital storefront is apparent. Especially since 40% of leads come in after hours, on weekends and during holidays.

Leads may not necessarily notice the lack of contact right away, however, time that goes on without contacting the lead is time another business can be putting effort toward gaining your lead’s attention. Not to mention, 75% of consumers say it is difficult to get a hold of sales teams, putting even more pressure on lenders to step away from their life outside of work.

Ultimately, a lead conversion platform such as Verse should be able to relieve lenders from this pressure. Not only do they serve as a representative from your company 24/7, but they nurture and qualify your leads so you can take advantage of your time and invest it in the leads who will most likely purchase. This kind of digital storefront is advantageous for a lender’s reputation and will separate your customer service from other lenders.

The value in hosting a digital storefront stems from the value you provide for a consumer. If a consumer has to do less work and is ultimately satisfied in their engagement with the lender, lenders will see a notable difference in the generation and conversion of their leads. This can ultimately lead to better prioritization of the two things businesses wish they had more of– time and money. To learn more about how you can benefit from a lead conversion platform, check out The Lead Conversion Gap.

Talk to a Verse Lead Conversion Specialist to see how Verse can help.

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Blog SEO: 6 Tips to drive website traffic

Blog SEO: 6 Tips to drive website traffic

Animated if of michael scott asking Why don't you explain this to me like I'm five?

Are you trying to increase traffic on your website by improving your blog SEO? There are many important factors when it comes to capitalizing on your brand’s blog. SEO, or search engine optimization, helps websites increase the chances of one or more of the pages of their website appearing in the search engine results pages (SERPs). SEO is one of the most common and necessary tools to pair with your blogging to see success in both driving traffic to your site and generating sales or leads. Not sure where to start? Check out these tips!

Watching our blog seo rankings go up like…

Watching our rankings go up like…

1. Lots of factors affect your SEO rankings.

Google can be your best friend or your worst enemy. When it comes to preparing your blog for SEO, there are some things to be aware of in Google’s scoring rubric.

Google does a very thorough job deciphering quality content versus low quality. The new mantra for blogging and SEO in 2020 is “reputation.” If you have boring or irrelevant content or technical issues such as your website’s mobile responsiveness, you will drop. 

If you are consistently putting out high-quality and unique blogs and posting accurate information, it will do the opposite. To see a great example of Google’s scoring theory, check out this video of Moz and what he knows about Google’s ranking system → Google organic quality score theory

When your keywords are specific to your audience

When your keywords are specific to your audience

2. Focus on your keywords.

We’re looking at one to two long-tail keywords for your blog. Any more than that will end up hurting your SEO. Google can pick up on plenty of stretched efforts to gain traffic. “Keyword stuffing” is a red flag to Google, signaling you are “stuffing” keywords in to gain more organic traffic and rank highly among Google searches.

Why long-tail keywords?

One word: impact. When using long-tail keywords based on the content of your blog, results find a more specific and impactful audience will venture to your site and stay longer because of its relevance. I.e. If writing a how-to guide on SEO and blogging, you can use a long-tail keyword such as “how to use SEO for blogging” instead of “SEO blogging,” driving a more relevant audience to your page. This audience is more likely to engage with your posts and subscribe to future posts.

Gif og Michael scoot threatening

When Google catches your blog with keyword stuffing

3. Include these keywords in specific parts of your posts.

Now that you have your keywords, let’s see how we can integrate them into your blog to optimize its search engine ranking. 

The title of your blog should include the long-tail keyword in the first 50 characters of your blog. This is so the keywords do not get cut off by SERPs at the end, taking a hit against your post’s ranking. The keywords need to be in your posts and headers, as well but BE CAREFUL. You need to sound natural and you cannot oversaturate your post with these keywords. 

Google sees everything; Google is Big Brother. Okay, not really. But they will consider this to be keyword stuffing and impact your scoring. It’s also highly recommended to use the keywords in your URL and meta-description. It’s all a contribution to helping the right audience find your post when they search for answers. 

GIF of group photo going wrong

Trying to blog without a plan

4. Just like SEO, you have to make a long-term plan with blogging

Blogging is still just as much a part of your brand as any other form of marketing. When you begin blogging or if you are trying to revamp your site’s blog, it’s important to clarify how you want to convey your brand to your audience. If you try and jump into blogging without a plan, you will likely end up lacking consistency in reputation and will fizzle out on the search engine results. 

Some things to consider when starting/revamping your blog:

  • Brainstorm and list relevant content ideas. Make sure there are plenty.
  • Consider the schedule of posts and how often you are wanting to deploy. (i.e. when can your audience expect to see a new post?) Be realistic. Start out with attainable goals before deciding to increase the amount of content. Think consistency.
  • Pin down your audience. Who are you targeting? Is this audience consistent across the majority of blog posts? It’s important to know the audience ahead of time for the purpose of releasing quality and relevant content in the eyes of Google.
  • Set up a budget for ads on social media to cross-promote your blog. 

It’s great to have big goals for a blog, just remember to start small and be realistic. Your blog’s consistency is vital to its rankings and reception by your audience.

Gif of michel scott giving a hug

When someone links your blog in their post

5. Internal linking is crucial.

Everyone is terrified to link externally. (You mean, you want me to direct my audience to another company’s website?!) It’s one of the biggest misconceptions in blogging to date. Blogging etiquette aside, linking to a blogger’s post when mentioning their ideas or thoughts is a beneficial practice for your blog.

If you’re not willing to give links you will never get linked back. Companies and bloggers respond well to giving them credit or visitors. They possibly will link you back in the future. When you don’t link blogs, you end up reaping the results of narrow-minded marketing. Less relevancy, less traction, less validity. It hurts your brand in the end. 

The purpose of your blog, to put it simply, is to meet the needs of your audience. When there is a point or tip made by another blogger that could benefit your audience, there is no harm in directing them to that site. It’s wholesome, beneficial content and your audience is left happy and satisfied.

Gif of Dweight wearing disguise

6. Be genuine! 

Google observes the analytics, recognizing when people are attracted to your posts. And what do people love? Authenticity. No one wants to read a dissertation or lecture. They want to feel connected to the brand, writing, or blogger. Be real and honest when it’s necessary. Be funny on occasion. Be relevant and comprehensive to your demographic. 

It’s possible to sound like a colleague or friend of the audience without taking away from your brand or your content. This is usually what separates quality content and blogs from the rest, the icing on the cake. Remember, marketing is a branch of sales, too. You want to spark interest, so remember to consider this while curating your blogs.

Talk to a Verse Lead Conversion Specialist to see how Verse can help.

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The Ins and Outs of Successful Trade Shows

The Ins and Outs of Successful Trade Shows

Trade show season is here and exhibitors and attendees alike are planning for their trips! It can be an important time for selling or buying products and services that will help set your company up for success. According to Excalibur Exhibits, 49% of trade show attendees plan to buy one or more of the products or services exhibited. This means both exhibitors and attendees need to be sure their time and efforts are worthwhile. Here are some trade show tips we thought would prepare you and your team for a great event:

Come prepared

If you’re an attendee, it’s important to know there will be anywhere from dozens to hundreds of booths and companies pitching their products and services at trade shows. It can be overwhelming and confusing trying to decide where to spend the most time. Before heading to the trade show, sit down with your team and brainstorm where the company wants to do better. What are some areas your company can improve in that might be relevant to the trade show? Establishing the problems, the budget to solve them, and questions to ask will give everyone a clear vision and goal from start to finish.

Once you have listed these, check out the exhibitor list so the team can research what companies might fulfill those needs. Having these pain points established and listing the booths that interest you will make the event smooth and overall more productive.

Book meetings pre-show

If you’ve found a company whose services pique your interest, reach out! More and more companies are sending people to events and only doing meetings, and hosting their own events at night. They won’t be exhibiting or walking the floor. So if you don’t get in front of them and book an appointment pre-show, there’s a good chance they won’t have time to see you.

Exhibitors and attendees know trying to have a “business meeting” during the hustle and bustle of trade shows can be distracting and unproductive. Your team is better off getting face to face time with each other. This ensures all your questions are being answered and equips you with enough information to later discuss with your team – without the noise. Exhibitors can also be afforded the opportunity to show demos or information they’d usually reserve for quieter settings.

Follow social media and hashtags surrounding the trade show

Whether you’re an exhibitor or attendee, following the trade show’s social platforms and hashtags is a great start for preparation. This gives another opportunity to discover and engage with the Who’s Who of the convention: attendees, companies, hosts. These trade shows, often, have their own apps with a built-in social platform. This makes for a great treasure trove of event-specific content.

Connect with others and get your name out there! You can also make it known you are attending by posting on your own business and professional pages while tagging the appropriate accounts.

Both exhibitors and attendees may even allude to some relevant pain points you’re looking forward to talking about. I.e. “I can’t wait to talk about lead conversion and engagement at #_____2020! Who’s going?” This attracts the right market and business and should even result in a productive one-on-one meeting booked ahead of time!

Need help converting more of your leads into appointments?

Talk to a Verse Lead Conversion Specialist to see how we can help.

Effort is everything

Booths are a great opportunity for companies to showcase their work. A visually appealing booth with lots of resources and preparation will be noticeable right away. Even if it’s not a company you’re interested in, it’s always worth networking and checking out. Companies who put lots of planning and efforts into their booths often translate the same planning and efforts in their own services. Most of the time, what you see is what you get!

The average attendee spends 8.3 hours viewing trade show exhibits at an exhibition, according to SpinGo. Make the most of it! Exhibitors should know effort goes a long way and should aim to hear the “oohs” and “ahhs” when others walk by their booth. Think of clever and creative ways to showcase your product. Provide snacks and trinkets for those who stop by your booth. Use interactive methods to get potential clients involved in the product you’re selling.

Make it fun! Attendees are getting a chance to step away from the office and should be able to enjoy themselves, even if it’s while they’re talking business.

Landing a speaking slot at a trade show is a great strategy for exhibitors to try. If you can get someone in your company on stage, it increases the chances of attendees stopping by your booth. Giving attendees something to remember is an effective way to gain traffic at your booth!

Network and Follow Up

Trade shows aren’t cheap and money was definitely invested in the trip to get there. Not to mention, SpinGo reported 81% of trade show attendees have buying authority. Make the most of it by taking the opportunity to network with other businesses and attendees.

Start by attending the social events put on by other companies or by the trade show itself. Invite new colleagues to join for dinner or drinks after. Keep the conversation going and make sure to connect with them on LinkedIn. Networking is never a bad idea and can be a great way to form solid relationships with other businesses.

Exhibitors, don’t forget to follow up with those you connected with during the event. You’re going to get 50% or more deals after the show ends, so having a strategy post-show is important. Following up with leads in a timely fashion will make or break your ROI from attending a trade show!

Lastly, don’t forget the mints!

Nobody likes bad breath. Since the nature of trade shows is already fast-paced and time-consuming, there isn’t much time to do a quick mouthwash session in the bathroom. There will be lots of conversations and no one wants to smell the tuna sandwich and onion rings you had for lunch. Exhibitors, you should do yourself a favor and offer mints on your tables to provide this need for attendees and your own team. It’s a small, but practical idea to start a conversation and your colleagues and potential business partners will be grateful, in the end.

Trade shows can be amazing opportunities, but require advance planning, a thoughtful approach, clean execution and follow-up. These tips will help your team take full advantage of trade shows and events, creating a smooth and enjoyable experience for everyone. Make it worth the investment!

Talk to a Verse Lead Conversion Specialist to see how Verse can help.

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Why Every Marketing Team Needs AI in Their Tech Stack

Why Every Marketing Team Needs AI in Their Tech Stack

Imagine Don Draper’s brain power multiplied by two million – that’s what artificial intelligence (AI) can do for your marketing efforts. AI may seem like it’s the realm of data scientists who view the world in binary terms, but it’s actually a hugely important element of a modern marketing tech stack. When used effectively, it can be a competitive differentiator and help any company dramatically improve at finding and closing leads. 

AI helps sales and marketing teams align creativity, best practices, and data science, and it can be the force that focuses go-to-market efforts. Marketing teams can use AI to rapidly analyze and make sense of massive amounts of data which helps them invest their resources efficiently and boost lead generation performance and ROI.

AI as a marketing weapon

Skeptics are being won over when they discover that sales and marketing teams are prioritizing AI more than any other teams within companies. According to Adobe, companies who demonstrate high revenue growth are twice as likely as their competitors to use AI in their marketing efforts. What high performance teams understand is that data is only useful if you can understand it in context, and execute on it. AI enables you to do that.

While planning, team alignment, and agreement on KPIs are all critical factors to sales and marketing efforts, AI helps identify what’s working and helps eliminate wasted effort. Some have criticized AI as an effort to remove the human element from marketing, but quite the opposite is true. AI gives marketing teams insights to help them go to market with campaigns that are highly targeted to the interests of prospects. In fact, many CMOs indicate that delivering personalized experiences is driving their investment in AI. 

Optimizing the marketing tech stack with AI

Companies, no matter how big or small, are sitting on a ton of data about customers, campaigns, and their own operations. CRM, marketing automation, chats, email tools, and other solutions improve execution, but without coordination among them, it’s harder to make connections among these disparate data sources. AI also goes past the binary and presents findings in a way that can be quickly be translated into action.

AI can make that coordination possible because it identifies patterns and connects data that can be used to optimize the strategy and execution of campaigns. Marketing teams can use AI as a way to automatically deliver insights about specific aspects of their marketing activities, and then continuously improve upon them with new insights.

Need help converting more of your leads into appointments?

Talk to a Verse Lead Conversion Specialist to see how we can help.

Imagine Don Draper’s brain power multiplied by two million – that’s what artificial intelligence (AI) can do for your marketing efforts. AI may seem like it’s the realm of data scientists who view the world in binary terms, but it’s actually a hugely important element of a modern marketing tech stack. When used effectively, it can be a competitive differentiator and help any company dramatically improve at finding and closing leads. 

AI helps sales and marketing teams align creativity, best practices, and data science, and it can be the force that focuses go-to-market efforts. Marketing teams can use AI to rapidly analyze and make sense of massive amounts of data which helps them invest their resources efficiently and boost lead generation performance and ROI.

AI in (marketing) action

Consider an example of email campaigns. Most companies gauge success of email activity based on open rates and clicks. While informative, it’s not much to base decisions on, and it leaves a lot of guesswork in order to identify the right elements of their marketing strategy. Put AI on the task, however, and it can go far deeper. 

Timing email delivery, for instance, has always seemed like one of the dark arts. There has to be balance between sending too many or too few emails. There’s also the fact that competition for attention even within in-boxes is becoming fierce. With AI, algorithms get hyperfocused on time zones and can calibrate the optimal time to send emails. This takes into account that not everyone reads their email when you send it. You can now develop a strategy of delivering emails to different target accounts, different time zones, even to specific people, all based on their likelihood of seeing and opening the email. 

Most email marketing tools give you some demographic data, but AI combines users historical behavior, their interests, and how they typically respond (do they like discounts, or are they drawn to product demos?). Knowing what to deliver, and to whom you should deliver it dramatically increases conversion rates.

Flexing your marketing muscle

For the unconvinced, think about all the activities you’re doing now as part of your marketing efforts. Then consider how applying AI to those efforts will make your life easier, but also far more effective

Reduce churn: losing customers is a killer, but can be averted if you can anticipate when you might lose them. With AI, you can pull together data on the frequency of a customer signing in to your service, engagement and responsiveness to your ongoing communication, CRM data, information about their company, and other data points. This helps you predict how likely or not a customer is to remain with you, and enables you to devise a strategy to keep them.

Improve experimentation: if you’re running tests on your website, in your email marketing, and online ad campaigns, you know you can glean some useful information, but acting on it can still be a mystery. A CTA on your website, for example, may be getting a lot of clicks, but AI can tell you where in the click path you’re winning or losing conversions. It can give you data about which content converts best, and not just convert from one page to another, but converts from click to deal close.

Going multi-channel: companies invest in marketing activities across multiple channels, including digital ads, content syndication, social media, email marketing, website marketing, and a host of others. A lot of that money can be wasted if you don’t know how effectively it’s performing, so measurement is critical. But AI can connect performance data about each channel and create a more comprehensive picture of your activities. For example, you might think social media is doing great, but AI can help you discover that Instagram is a waste of money while Twitter is great at converting. You may further discover that certain Twitter ads, when repurposed on LinkedIn for specific audiences, are actually your highest performing ads. Going even deeper, AI can tell you the time of day that those ads are most likely to get engagement. Your marketing dollars go a lot further when you know where to scale back and where to double-down.

Marketing is all about optimizing the funnel from engagement to closing business. AI allows you the ability to refine efforts along the funnel so you know what’s working, how to invest, and where to realize efficiencies. The perspectives delivered by AI provide new perspectives that enable more and better interactions with prospects and customers. 

Talk to a Verse Lead Conversion Specialist to see how Verse can help.

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