[WATCH] AI’s potential in replacing traditional inbound marketing – AGS Europe
Darlene
In an AGS Europe 2021 keynote which was held in Malta, Nate Clegg, Chief Revenue Officer of Boom.ai speaks about “AI’s potential in replacing traditional inbound marketing”.
In this keynote, Clegg talks about how AI can replace the traditional inbound marketing model. He also speaks about how we can implement it and how it can improve the inbound marketing model as it exists today.
Inbound marketing can mean different things to different people. For some people, inbound marketing is related to voice communication. The focus of this panel is how you can actually speak with people using AI and do marketing at the same time.
Since Boom.ai is based in Utah, Clegg makes reference to the United States. He mentions the STIR/SHAKEN standards. STIR stands for Secure Telephone Identity Revisited whilst SHAKEN stands for Signature-based Handling of Asserted Information Using toKENs. In the US, you can no longer call random people; there are legislations which prevent this. STIR/SHAKEN uses digital certificates to ensure that the calling number is secure and can be traced back.
He says that this is important because marketing as a whole and voice-based marketing will only become more regulated. For some marketing companies, this is “a nightmare scenario” because the call receivers can find out who called them.
This emphasizes the need to improve communication and the means of communication. “The first thing that’s important when it comes to AI and outreach”, he says, “is determining how people want to talk to you”. Therefore, you need to broaden your outreach patterns. You need to text people via various apps such as WhatsApp and Facebook Messenger. You can also send SMS messages.
Now that communication is done through these many different means of communication, the only reasonable way forward is AI. AI is “the only predictable way to be able to talk to somebody at any given time across any platform across any medium”.
Follow the whole panel discussion here:
Clegg quotes Michael B. Jordan:
“Phone calls are much more personal than texting. For a text message, they can read it and get back to it whenever they want to. So, calling makes a difference, almost like a power play.”
Clegg says that Jordan isn’t talking about marketing but about dating and getting to know other people. However, this point holds true. Long before writing to each other, people were already talking to each other. Textual communication is new, vocal communication has been around forever. Vocal communication won’t disappear. Nowadays, we need to determine how we’re going to start speaking to people.
Clegg makes reference again to STIR/SHAKEN and all the procedures to call somebody. Clegg asks “why would there need to be regulation on who can call you and how you can track back to it?” He says that this is because people have had terrible experiences over the phone with marketers. Hence, people don’t want to talk over the phone anymore.
AI can change this. We can train AI to have a positive interaction with somebody in a predictable way. We can also train voice AI. When marketers call, people can either appreciate it or interact negatively. In time, call center agents might get tired of doing the same thing. AI is never tired; it keeps going forward in a positive interaction.
As time goes by, AI and voice communication are only going to get stronger and more powerful. There will be a time when our calls will be attended to immediately by AI. AI can become more prevalent so you can get meaningful answers without waiting and the interaction will be a positive one.
Clegg plays a recorded phone call done entirely by AI. AI spoke to somebody, listened, stored information, and channeled the person to the correct, in this case, insurance. Moreover, when the AI didn’t understand something, it asked again.
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