Last month a CMO asked whether we could build an AI that writes all their LinkedIn posts automatically. My counter-question was: who wants to read AI-generated content from your salespeople? It is a relevant question, because many companies today are looking for ways to make their marketing more efficient with artificial intelligence (AI). But what actually works with AI in CRM, and what is just a trend?

Agency hype vs. reality

Many agencies today promise that their AI solutions can do everything from writing content to selling products. The reality is that AI is best at boring, repetitive tasks, not creative work. Lead scoring with AI works, for example, but AI-generated email campaigns can kill your brand. The best uses of AI are invisible to the customer. They exist to streamline processes and give better insights.

According to Harvard research, AI is good for productivity but not for customer communication. That means you should focus on using AI to automate internal processes, rather than trying to use it to communicate with your customers.

Five AI features in HubSpot that actually save time

One of the most practical features is lead scoring. With AI-based algorithms you can analyze how your leads behave and give them a score that reflects their likelihood to convert. That way you quickly see which prospects are most promising and can put extra focus on them.

The next feature is email automation. Here HubSpot uses AI to study customer interactions and send tailored messages that match their interests. The result is more relevant communication that reaches the right recipient at the right time.

AI can also go through your data and deliver insights about both customers and leads. These analyses help you make more informed decisions and make your marketing more effective.

With AI-driven analysis of user behavior you get recommendations for how to improve the user experience on your website. This can be anything from layout adjustments to better navigation flows.

Finally, AI can help you discover new potential customers. By examining the market and identifying trends, the algorithms suggest where and how to best reach these new audiences.

Three AI uses that break more than they fix

Letting AI create text can seem tempting, but the result is often impersonal. The algorithms lack an understanding of tone and context, which can lead to material that feels stiff or even inappropriate.

Automated tools sometimes fail to handle complex questions. When the AI system does not understand the customer's real needs, you risk delivering a poor service experience.

Another pitfall is when AI is used to send large volumes of irrelevant information. Such mailings can be perceived as spam, damage the brand's reputation and reduce trust among your recipients.

The Coast Zone case: AI for data enrichment, not content

One example of how AI can be used the right way is Coast Zone, a company that uses AI to enrich its data and give itself better insights about its customers. This has helped them increase their sales and become more efficient in their marketing.

According to their CMO, they have used AI to analyze their customers' behavior and give themselves better insights into what customers want. This has helped them create more relevant content and give their customers a better experience.

This is an example of how AI can be used the right way, to streamline processes and give better insights, rather than trying to replace human creativity and communication.

FAQ

What are the most common mistakes companies make when they use AI in their marketing?

One of the most common mistakes is trying to use AI to replace human creativity and communication, rather than using it to streamline processes and give better insights.

How can I make sure my AI strategy is successful?

It is important to have a clear strategy for how you will use AI, and to have the right tools and resources to implement it. It is also important to evaluate your results and adjust your strategy as needed.

What are the best AI tools for marketing?

There are many good AI tools for marketing, but the best one for you will depend on your specific needs and goals. You can start by looking into different options and then choose the one that fits your needs best.

Key takeaways:

• AI should be used to streamline processes and give better insights, rather than trying to replace human creativity and communication.
• Have a clear strategy for how you will use AI, and the right tools and resources to implement it.
• Evaluate your results and adjust your strategy as needed.

If you want to know more about how to use AI in your marketing, you can easily book an AI audit of your HubSpot where we can look at what you should use (and stop using).