AI for sales and marketing

Exploring use cases for SMEs

5-minute read

Sales and marketing are ideal areas for leveraging artificial intelligence (AI) tools. In sales, there is lots of data. It demands personalized strategies. AI excels at data analysis and customer targeting. So, it is perfect for this task. Also, marketing's focus on content creation—text, images, or video—plays to AI's strengths in creating and optimizing creative assets.

Using AI to boost their sales and marketing can help small businesses. It can improve customer satisfaction and increase revenue. Also, they can do more with their existing staff. This lets their creative teams focus on strategic thinking.

Here is how small businesses are leveraging AI in sales and marketing.

Choosing the right AI tools for sales and marketing can really pay off.

How is AI used in sales and marketing?

Small businesses are leveraging AI in sales and marketing through various innovative applications.

In sales, AI allows companies to gain deeper insights into customer trends and behaviour. "It also helps sales teams find what works and what doesn't in their marketing," says David Girolami, Senior Business Advisor, BDC Advisory Services. "With the right tools, they can optimize their efforts. They can personalize their outreach to current and potential customers."

In marketing, AI-powered apps help content creators generate and optimize text, images and videos. This helps businesses tailor their message to their audience and improve customer engagement. Small businesses also use AI to boost ad impact and improve customer segmentation.

According to Girolami, “Choosing the right AI tools for sales and marketing can really pay off.”

Examples of AI tools for sales

When it comes to sales, AI tools can do many important tasks for your business. Here are the most common uses of AI in three important areas of sales.

AI for customer relationship management (CRM)

AI and machine learning are now integrated in most tried-and-true CRM platforms.

"The AI tools in these systems can help you analyze customer data and predict needs," says Girolami. Most platforms will automate follow-ups. They will also recommend actions to close deals based on a client's place in the sales funnel.

AI for sales prospecting

Identifying and prioritizing high-potential leads is crucial in sales. And AI-powered prospecting platforms can help you do that.

These tools can help you build a better sales pipeline. One way is by analyzing the social media activity and past interactions of potential buyers with your company. They also examine which online channels are bringing in your customers.

AI for sales planning and forecasting

AI can greatly improve sales planning and forecasting. It can enhance your sales team's analytical skills.

Several AI tools for planning and forecasting are on the market now. Most will integrate with popular CRM software. They can forecast revenue by analyzing your sales data and other variables, such as market trends.

"These apps help sales managers adjust strategies for predicted demand," says Girolami. "They can also suggest ways for you to hit your sales targets.”

Not long ago, chatbots […] were if-then machines. But now, these apps need little input. They can free your teams to deal only with the most complex questions and scenarios.

Examples of AI tools for marketing

AI-powered tools can help your marketing team perform a range of functions. Here are the most common types of AI tools used in marketing.

AI for digital marketing

The best way for SMEs to use AI in digital marketing is through the tools in major ad platforms, like Google and Meta.

Girolami said, "A few years ago, small businesses had to allocate their ad money manually. They did this by analyzing click-through rates and engagement metrics. Now, with AI, these platforms will automatically optimize ad targeting, bidding and ad placement.”

As a result, your ads are more likely to reach your target audience. This maximizes their impact and your ad spending's return.

AI for content generation

AI tools are a major game changer for content creation, says Girolami. You can use many of them right now at no cost. These tools can generate images, write text and create videos. As a result, they can simplify creative processes and boost productivity. This helps marketers create high-quality content at a lower cost.

But there is one important thing to keep in mind when using these tools, Girolami insists. “This content can be generic. If you pack your platforms with it, search engines like Google will penalize you. They will downgrade your authority, hurting your visibility and marketing performance.”

He advises small businesses to use this content sparingly. You should personalize the images and text you publish online.

AI for customer segmentation

Segmentation is an important aspect of marketing success. AI can now help you analyze vast customer data to find precise segments.

Segmentation tools can help you group your customers into the right categories. They do this by analyzing behaviors, preferences, demographics, and more.

"These tools can help small businesses improve engagement. They can also help you create better, personalized campaigns," says Girolami. “Gaining these insights used to be costly, requiring complex analysis. With AI, it is now much simpler and more efficient.”

AI for customer service

Chatbots are one of the primary applications of AI in customer service.

Every year, these tools get smarter. They are understanding customers' queries and needs more accurately. Also, AI chatbots do more than answer common questions. They guide users through the sales funnel.

“Not long ago, people programmed chatbots manually,” says Girolami. “They were if-then machines. But now, these apps need little input. They can free your teams to deal only with the most complex questions and scenarios.”

What are the advantages and disadvantages of using AI for sales and marketing?

Using AI for sales and marketing comes with a range of advantages and disadvantages. Here is a breakdown of the most important ones.

Advantages
Efficiency	AI tools automate repetitive tasks, like campaign management. This lets your team focus on more important work.
Personalization	AI can analyze customer data. It can then create personalized marketing messages and sales strategies.
Planning	AI can help you forecast trends and customer behaviours. It lets your team anticipate needs and adapt strategies proactively.
Lead generation	AI algorithms can identify and qualify leads more accurately. They can also nurture them through personalized communication. This increases the chances of conversion.

Disadvantages
Cost	Implementing AI can be costly for SMEs. Software, integration and training are expensive.
Complexity	Integrating AI often requires specialized expertise. It may take time and resources to connect new tools with existing systems and processes.
Data quality	AI tools can provide insights that are only as good as the data quality they rely on for analysis. As a result, poor data quality can lead to inaccurate insights and ineffective strategies.
Data privacy	AI tools rely heavily on customer data to produce insights. But managing large volumes of customer data can be a challenge for data privacy and security.

How can small businesses start using AI for sales and marketing?

Small businesses that are just starting to use AI for sales and marketing should follow these steps.

Identify your needs and set objectives
Determine the areas in which AI could add value to your sales and marketing efforts. Is it lead generation? Customer engagement? Content creation? Consider your budget, existing technology and team capabilities. Set objectives aligning with your overall business goals and strategy.
Select the best tool for the job
There are now hundreds of AI-powered sales and marketing tools available. “It is the wild west out there,” says Girolami. He advises looking at cost, but also usability and provider reputation.
Invest in training
Your tools will only be as good as your team’s willingness and ability to use them. Consult the end users to understand their preferences and skills. Also, provide training, either through the app provider or external programs.
Monitor and optimize
AI tools are not a set-it-and-forget-it solution. Set a governance committee to regularly review their performance. The committee should analyze the results and make adjustments as needed. This will ensure you are using your tools to their full potential.

Next step

Identify use cases for AI in your business by downloading BDC’s free Get started with AI checklist