B2B Marketing Now Leveraging the Power of Artificial Intelligence and Machine Learning—Clickback is Already There
As we move into 2018, we’re witnessing increased demonstrations of the power that artificial intelligence and machine learning bring to B2B marketing.
(Ontario, Canada) November 27, 2017—We’re in the midst of a radical revolution in B2B marketing, and the powers that be are officially talking about it. Marketing is now harnessing the power of Artificial Intelligence (AI) and Machine Learning (ML), and in his yearly letter to Amazon shareholders, Amazon CEO Jeff Bezos mentioned the subject twice, referring to Amazon Web Services (AWS) Amazon’s own SaaS (Software as a Service) offering.1 Bezos said, “Big trends are not that hard to spot … We’re in the middle of an obvious one right now: Machine Learning and Artificial Intelligence. Inside AWS, we’re excited to lower the costs and barriers to Machine Learning and AI so organizations of all sizes can take advantage of these advanced techniques.” Clickback fully agrees with this assessment, and in fact markets their own AI-powered product.
A demonstration of AI used in B2B marketing applications was recently conducted by Unbounce, a SaaS landing page provider.2 Unbounce issued a challenge at a conference to digital marketers to compete against an AI-based technology called “The Machine”. The challenge was to analyze landing page copy; the contestants were asked to predict whether the landing page copy would deliver an above- or below-average conversion rate. “The Machine” won the contest because, it was assumed, it was conducting its evaluation with a lack of biases. The human marketers, on the other hand, were opinionated on the effects of design and other variables. The algorithm ended up demonstrating 80 percent accuracy of prediction, as compared with 50 percent by the human contestants.
“It is certain that AI and ML are taking a firm position in B2B marketing, which I’m sure we’ll see more of as we move into 2018,” said Kyle Tkachuk, CEO of Clickback. “We already utilize AI ourselves in our Clickback MAIL and Clickback WEB products, and evidence of AI and ML is becoming more and more prevalent.”
AI can be seen in many areas of B2B marketing.2 It focuses on areas such as finding patterns in existing data, appending missing information or auto-populating through algorithms, automating decisions with increasing accuracy and reducing the manual aspects of many different tasks.
Clickback MAIL, an email lead generation software, allows companies to reliably email cold or purchased contacts. Through highly personalized campaigns, the product ensures a targeted message gets delivered to an actual person. It provides a safe and proven method of securing profitable B2B leads to mid-market and enterprise companies.
Founded in 1996, Clickback Inc. is a software as a service (SaaS) company that helps thousands of marketing and sales professionals accelerate their lead growth using cloud-based B2B lead generation products. Clickback is one of the world’s first SaaS companies to offer an email lead generation product (Clickback MAIL) that provides a safe and proven method of securing profitable B2B leads to mid-market and enterprise companies. In late 2016, the company launched their second B2B lead generation product (Clickback WEB), which is software that can identify the companies who came to a website but didn’t make contact with the business (like having caller display for your website). Since launching, Clickback WEB has recovered 743,680 leads for its users. Clickback was ranked #106 on the 29th annual PROFIT 500 ranking of Canada’s Fastest-Growing Companies by Canadian Business (2017). For more information on Clickback or its software products visit https://www.clickback.com.
- “7 Vital SaaS Trends for Marketing Domination in 2018.” Digital Current, 6 Nov. 2017
- “Artificial Intelligence in B2B Marketing.” Launch Marketing, 20 Sept. 2017