It's clear to almost everyone in business today that sales and marketing are both undergoing an artificial intelligence (AI) revolution, driven by a need to offer customers the ultimate personalised experience (CX). This presentation was delivered to the members of the Hertfordshire Chamber of Commerce in October 2017. In it, I look at the impact on all business functions, and the actions which companies can take today to survive and thrive.

1. The AI revolution in
sales and marketing
@katieeking
www.zoodikers.com
Katie King
October 2017

2. Intro: @katieeking
 Managing Director of Zoodikers
Consulting. MBA
 Director of Transformation – Digital
Leadership Associates
 Co-founder of AI in FM
 TEDx speaker
 Chairperson of PRCA’s South
East/E.Anglia Group
 Regularly called on to commentate on
social media for BBC TV and radio
 Spoken and moderated at high-profile
industry events
2

3. 3
Smartphones and
social channels
have fundamentally
changed the way
we buy, sell, recruit
and communicate

4. 4
We’re living in a
world where
traditional
salespeople could
become obsolete if
they don’t evolve

5. There is no
longer room for
business silos
5

6. Today’s Social
Business
6

7. Welcome to the
4th Industrial Revolution
7

8. Definition of AI
Artificial intelligence (AI - also known
as machine intelligence, MI) is
intelligence exhibited by machines,
rather than humans.
Turing test: machine's ability to exhibit
intelligent behaviour equivalent to, or
indistinguishable from that of a
human

9. AI is here today
9

10. Driver-less cars
10

11. AI in schools
11

12. A futuristic smart
fridge
12
With cameras to track the
food inside, it sees that your
milk is running low. Because
it's connected to your credit
card and your preferred online
grocery store, it automatically
orders new milk based on data
it's gathered about your
previous shopping habits.

13. Websites that make
themselves
13

14. Your future health
14

15. For the Football
World Cup in Russia
15

16. 16
Predictions

17. Chatbots
According to Gartner research, chatbots will account for 85%
of all customer service by 2020.
17

18. AI’s impact on sales
and marketing
 AI for CRM will be the game changer in the way you do business with your
customers.
 It will empower your employees with super human skills, they will never forget
to act on that promise
 They will always impress your customer with pro-actively contacting them
with a potential product issue and they will offer you exactly the products and
services they were looking for at the right moment in time
18

19. 19
 80% of marketing
leaders say AI will
revolutionise marketing
by 2020
 But only…
AI’s impact on sales
and marketing

20. 20
Social Business: Our 6
point plan to ensure
success:
1. Plan and segment your audience
2. Find the right channel
3. Devise a social media strategy
4. Build profile and differentiate
5. Nurture relationships
6. Encourage them to buy

21. 21
Marketing segmentation
Your
audiences
Business
objectives
Marketing
objectives
Perceptions
to create in
3, 6, 9
months
Messages
to convey
INFLUENCE
THEM
Existing
customers
Retention and
cross selling
Increase value
Communicate
NPDs and
wider range
Twitter/ LinkedIn
PR
Blogs
Networking
Practitioners Secure new
partnerships
Educate LinkedIn groups
Case studies
Social media
Awards
Potential
customers
Attract new
and repeat
custom
Educate Webinars
Newsletters
Social media

22. 22
2. Find the right channel
Your
audiences
What do they
read?
Which social
platforms?
Groups on
LinkedIn
Events Key topics of
interest
Existing
customers
Practitioners
Potential
customers
We will work with you to complete our influencer matrix in month one

23. 23
3. Devise a social strategy
We will work with you to complete our influencer matrix in month one
Secure coverage in
target publication
Publish blog to
support coverage
Use social
media to gauge
interest of
prospects
Attend networking
events and
secure speaker
slots to get in
front of prospects,
discussing topics
they are
interested in
Follow up with
an eshot
directing
prospects to
website
content and
media
coverage

24. 24
4. Build profile and
thought leadership
o Establish a strong position helping to
from/ drive communities
o Regularly publish content
o Participate on social networks to learn,
stay informed and connect with people
directly
o Build network presence to help gain
access to new contacts and opportunities
o Look good online when being searched
for

25. 25
5. Nurture
relationships

26. 26
6. Encourage
to buy

27. 27
Step 6 continued:
Email marketing
o An important tool to capitalise on
the leads which will have been
warmed up through PR and social
media activity
o All email marketing should be
branded with key messaging in it
o Write engaging content which will
include clear calls to action that
drive clicks

28. Jobs: + or -?
28
AI will eliminate 1.8M
jobs but create 2.3M
by 2020, claims
Gartner
Artificial intelligence will
augment workers and
become a 'net job
creator' by 2020
according to new
research.

29. Deloitte: rewriting the rules of work
 Deloitte's latest Human Capital Trends report: many leaders unprepared to
deal with the future of work.
 Not prepared to manage a digitised workforce.
 Just 16% of leaders feel ready to manage a workforce consisting of both
people and artificial intelligence (AI).
 This is despite the implementation of robotics and AI in many of the
businesses surveyed. Of the leaders that responded, 42% said robotics,
cognitive and AI technologies were already in operation in their workplaces.
29

30. How can you prepare?
 The right mindset
 Clear mid and long term business strategy. Control your own agenda
 (Re)training: closing the skills gap. You, your staff, your clients, your family
 Talent and culture: what are we in business for?
 Hire/attract the right people. Data scientists…
 Funding: e.g. Innovate UK or Crowdfunding
 Partner
 Innovate
 Be bold and experiment
30

31. 31
Elon Musk

32. 32
Hawking; humans must colonise
another planet within 100 years

33. 33
AI and Ethics

34. Q&A
@katieeking
www.zoodikers.com

35. 35
To debate over lunch:
are we on the evolutionary path to
becoming cyborgs?

36. Thank you for your time
@katieeking
www.zoodikers.com