AI 101 with Marketing Cloud Engagement

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Fred Homner

AI and GPT are proving to be invaluable assets in Salesforce Marketing Cloud, addressing common challenges faced by marketers. For instance, when AMPScript/SSJS/SQL errors occur, it can help identify the cause eliminating the need to go through the tedious errors that are thrown.  Email design issues are mitigated by AI-driven suggestions for optimal subject lines and images to maximize your customer’s attention. In SMS campaigns with limited characters, AI and GPT can generate attention-grabbing content that resonates with customers. With these types of capabilities, AI and GPT empower marketers to enhance their marketing platform, and deliver more effective campaigns.

AI and GPT are still in its infancy, these are ways they are being incorporated into Marketing processes.  As AI and GPT becomes widely available in Salesforce, ListEngage is staying on top of the various ways to incorporate it into the Salesforce ecosystem.  Please do not hesitate to reach out to us to discuss how AI impacts your business and how it can be incorporated to maximize your ROI.

Reducing the Manual Effort for A/B Testing:

The days of manually creating variations, splitting audiences, and analyzing Audiences are going to be a thing of the past.  With AI and GPT,  A/B testing in Salesforce Marketing Cloud will be more fluent by automating content generation, personalizing campaigns, providing predictive insights, automating testing processes, enabling continuous optimization, and integrating with Journey Builder.  The three biggest pillars AI and GPT will assist with are Content Variations, Predictive Analytics, and Automating audience and Predictive Analytics.  

Content Variations: GPT models can be integrated into Salesforce Marketing Cloud to automate the generation of content variations for A/B testing. Marketers can use these models to create diverse email subject lines, ad copy, landing page headlines, and other marketing content. This streamlines the process of content creation and allows for rapid testing of multiple variations.

Predictive Analytics: AI algorithms can leverage historical data in Salesforce Marketing Cloud to predict the performance of different content variations. By analyzing past campaign results, customer behavior patterns, and demographic information, AI can provide insights into which variations are likely to yield the best results. This assists marketers in making data-driven decisions when selecting and prioritizing A/B tests.  Additionally, AI can automate the process of running A/B tests in Salesforce Marketing Cloud and analyzing the results. It can handle tasks such as segmenting the audience, delivering the variations, and calculating statistical significance. By automating these steps, AI saves time and resources, allowing marketers to conduct tests more efficiently and make quicker decisions based on the results.

Integration with Journey Builder: Salesforce Marketing Cloud’s Journey Builder allows marketers to create personalized customer journeys. AI and GPT can be integrated into Journey Builder to optimize the selection and sequencing of content variations throughout the customer journey. This ensures that the right content is delivered at the right time to maximize engagement and conversions.

Optimize & Learn: Lastly, AI will learn and continue to optimize results from A/B testing.  This will ensure A/B tests are optimized and even uncover future patterns to ensure the tests are most effective and up to date for given marketing goals. 

Writing Code & Content in Marketing Cloud Engagement

Code Generation: GPT can be trained on a vast amount of code (including proprietary such as AMPScript) via repositories and documentation.  Additionally, it can be training on data models to help build out segmentation and reporting logic based on Data Extensions and table structure.  Developers can then use these models to automate the initial stages of code writing and development.  

Automating Testing: AI and GPT can assist with testing code logic to ensure the end goal is what is desired.  Additionally, it can analyze scripting code to see where optimizations can be made to enhance the performance of campaign sends and segmentation logic. 

Content Generation: GPT models can be leveraged to generate content variations for emails, landing pages, and other marketing materials within Salesforce Marketing Cloud. By training these models on large datasets of existing content, AI can generate human-like text that aligns with the brand’s tone and style.  Additionally, AI can assist in optimizing email subject lines for better open rates. By analyzing historical data, customer behavior, and engagement patterns.

Multilingual Support: GPT models trained on multiple languages can help in creating content for diverse audiences within Salesforce Marketing Cloud. Marketers can leverage AI to generate translated versions of content, ensuring effective communication and engagement across different regions and languages.

About the Author
Fred Homner

Fred brings more than 13 years of experience in Customer Success and Technology/Product at ListEngage. Fred has a deep understanding and is a Subject Matter Expert of the Marketing Cloud platform (back and frontend) helping customers optimize their data, send management, and complex business needs.

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