Breaking down barriers between departments starts with removing silos in your data. Take pay.com.au<\/a>, for example. This leading B2B payment and rewards platform saw a 10x increase in new customer verifications after implementing Data Cloud<\/a>, which gave their teams relevant customer insights at every touchpoint.<\/p>\n\n\n\n \u201cWe reduced the time to verify customers from days to hours. This was a major win because no matter how many leads we have coming through, if we drop the ball on getting people up and running on the platform, they\u2019ll lose interest and go somewhere else or not engage in this space altogether,\u201d says David Walsh, Head of Digital, CX, and Marketing at pay.com.au.<\/p>\n\n\n\n Discover the latest trends in AI, data, and personalisation in the State of Marketing Report.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t No matter how good your product or service is, nobody likes to be bombarded with emails and messages without regard for their communication preferences. This is where AI steps in to automate the timing of communications. Einstein 1 Marketing can ensure that emails are sent at the optimal moment when a customer is most likely to engage. And it doesn\u2019t stop there \u2013 subsequent communications are tailored automatically, shifting across channels like email, SMS, or WhatsApp based on how leads respond to your initial outreach.<\/p>\n\n\n\n Finding the right channels and timing for each customer makes your communications feel more personal and less intrusive. It increases the likelihood that your messages will be well-received and reduces the risk of ending up in the spam folder.<\/p>\n\n\n\n That\u2019s why pay.com.au<\/a> plans to use AI to fine-tune the timing of its communications and optimise subject lines. By analysing customer behaviour using AI, pay.com.au ensures that its customers receive relevant information when they\u2019re most receptive, making the communication feel more like a helpful nudge rather than an annoying interruption. This will help increase customer engagement and, ultimately, lifetime value.\u00a0<\/p>\n\n\n\n Knowing if your marketing spend is leading to sales and figuring out where to direct your budget is a constant challenge for every business. AI can make this process a lot easier. With multi-touch attribution, AI tracks which marketing strategies and channels drive the most conversions and revenue. <\/p>\n\n\n\n It doesn\u2019t just stop there \u2013 it also offers automated recommendations on where to reallocate or increase your spending, providing a clear rationale so you understand the \u201cwhy\u201d behind every suggestion. This way, you can allocate your budget more effectively and take the guesswork out of growing your business.<\/p>\n\n\n\n An AI-powered CRM<\/a> for sales simplifies the process of surfacing and analysing data. When employees at pay.com.au<\/a> walk into the office, they are greeted by a large screen displaying a dashboard with the week\u2019s performance metrics. This fosters a culture of data-driven decision-making, making it easier for the team to see what\u2019s working and what needs adjustment.<\/p>\n\n\n\n True marketing personalisation goes far beyond just adding a \u2018first name\u2019 to your emails. It\u2019s about deeply understanding your customers and tailoring your content to their specific needs and interests. AI can analyse customer data and dynamically adapt content to match individual profiles. It suggests products or services based on their interests and past interactions, making your marketing feel more personal and relevant.<\/p>\n\n\n\n By integrating data and AI into the flow of work, pay.com.au<\/a> can efficiently provide personalised experiences to each customer. If a customer has recently redeemed points for a business class flight, it\u2019s likely they\u2019ll need accommodation next. Knowing this, pay.com.au uses Marketing Cloud<\/a> to automatically trigger an email promoting relevant hotel options.\u00a0<\/p>\n\n\n\n 65% of consumers<\/a> say they\u2019ll stay loyal to companies that offer a more personalised experience. Still, only 26% of marketers<\/a> feel confident that their business has the right strategy to deliver this personal touch. This is where Einstein 1 Marketing<\/a> can bridge the gap, helping you meet the growing demand for personalisation without overwhelming your team.<\/p>\n\n\n\n With AI and automation, you can make smarter decisions with your marketing budget, increase the effectiveness of your marketing strategy, and ultimately, grow your business faster.<\/p>\n\n\n\nAI Tops Marketing\u2019s Agenda<\/h2>\n\t\t\t\t\t\t\t
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\n\t\t\n\t<\/div>\n\n\n\nHitting the Right Communication Frequency<\/h2>\n\n\n\n
Making Every Marketing Dollar Count<\/h2>\n\n\n\n
Scaling Personalisation<\/h2>\n\n\n\n
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