I've been using Claude in Marketing work for over two years, but I just took an "AI for Marketers" class via Zip Learning through the UofU to go deeper on the kinds of things I can do with AI to enhance my Marketing.
Specifically, I wanted to learn how to do more AI automation and augmentation for my clients.
In the class we used both ChatGPT and Google Gemini Pro. Really glad I took the class, it showed me five core marketing skills that I can use often to increase velocity for closing Sales. The assignments were specific, but the generalized AI skills can be applied in a lot of different ways.
I was the last to start and first to finish all the work!
Core AI Marketing Skill: 1) Mapping the Customer Journey
The goal of creating a map of the customer journey that is accurate for our company with all the touchpoints involved in closing business with our target personas, is to increase sales velocity through AI Automation, after we uncover high-value AI opportunities.
Breaking the journey into stages and touchpoints helps surface AI opportunities to improve speed, personalization, and efficiency.
Providing strong inputs, such as personas, goals, and process details, leads to more useful AI-supported outcomes.
We started with a generic customer map we downloaded online, then customized it with AI to our specific industry, and target personas, and then added touchpoints that were missing for our specific business model.
Human judgment remains essential for prioritizing opportunities and deciding where AI automation adds value.
Core AI Marketing Skill: 2) Analyzing Data to Improve Outcomes
We can use Data and AI to optimize campaigns: by clarifying insights from our meta ads, google ads, and GA4, like what happened, why it happened, and what to do next.
We cleaned the data sets, asked Google Gemini Profor an analysis, and created an Executive Strategy slide as well as a Action Plan slide for the Team.
Core AI Marketing Skill: 3) Design Dynamic Creative Faster with AI
We created an Instagram Ad ad and a video quickly with the right graphics and data points to get prospects to stop, want to learn more, and engage in the Sales process.
The video:
The Instagram ad:
Core AI Marketing Skill: 4) AI-Driven Competitive Analysis
AI-driven competitive analysis is lightening fast if we attach product sheets and URLs of Competitors Websites, it will pull up analyst reports, customer reviews on reddit, and create messaging and positioning, in minutes, not days or weeks.
Core AI Marketing Skill: 5) Impact with Automation
We used Make.com which is an AI-enabled API tool that lets us create automation for almost any marketing-repetitive task. Here is one example of the five that we did.
AI is good at analyzing a lot of mixed-format data like customer reviews. I say mixed data, because people aren't filling out a survey with yes or no boxes to check, they are writing in free form of social media. AI can read those comments and determine if the review is positive or negative.
As Marketers, we want to monitor those customer reviews in real-time on our YouTube video channel, and post a thankyou for positive reviews, as well as forward all negative reviews to the team via slack, so the team can address any product or service problems that were mentioned by customers.
Below is the automation I created for that multi-stream task.
I continue to watch AI reels to learn and I use AI to learn about AI too, like I blogged a whole series of articles about Enterprise-Level Demand Generation from what I was learning on AI. I took the class because I wanted to dig in and do a greater variety of hands-on marketing projects with AI, which the course by Zip Learning definitely made me do.
How is your journey with AI going? Are you more productive than you were pre-AI?
