CustomerThink: Conversational Marketing and the Customer Experience


This article was originally written by Greg Kihlström for CustomerThink. You can read the original article here.

Conversational marketing can have a positive impact on the customer experience by using real-time conversations to build stronger relationships with customers and prospects, providing a natural interface for consumers to ask questions and get answers in real-time. It leverages the power of tools like chatbots, live chat, social media, and messaging apps to provide personalized and engaging interactions across the customer journey.

In this article, we’ll discuss how conversational marketing can help improve the customer experience.

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The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation  

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Fast Company: Meaningful uses of artificial intelligence for marketers


The following was written for Fast Company Executive Board by Greg Kihlström. You can read the original article here.

Artificial intelligence has applications for marketers and others within the business well beyond using a single platform.

You’ve undoubtedly heard the continuous influx of news about OpenAI’s ChatGTP and now Google’s Bard, as they introduce expanded ways of utilizing artificial intelligence (AI) in business and beyond. AI is rapidly transforming the way marketers advertise, interact and create content, enabling marketers to quickly generate personalized content, identify customer preferences, and optimize campaigns to provide an optimized customer experience with greater return on investment. In this article, we will explore several of the meaningful ways that AI can be used by marketers to increase their engagement and drive conversions.

This article was written for Fast Company Executive Board by Greg Kihlström. You can read the original article here.


The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation  

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The Enterprisers Project: ChatGPT and beyond: AI and the customer experience


This article was written by Greg Kihlström for The Enterprisers Project. You can read the full article here.

Artificial intelligence (AI) is already transforming the way businesses operate and interact with their customers. One particularly impactful application is generative AI, which can generate content such as blog posts, social media posts, product descriptions, and imagery.

ChatGPT is one such generative AI tool. It leverages a combination of deep neural networks and natural language processing algorithms to create engaging content quickly and efficiently. But ChatGPT and generative AI tools comprise only a small subset of the many opportunities that AI can provide. Here are some real-world examples.

This article was written by Greg Kihlström for The Enterprisers Project. You can read the rest of the article here.


The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation  

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How to Use a Data-Driven Marketing Operations Strategy to Achieve Maximum Results for Your Business

It is essential for CMOs to be able to understand how to use data and insights to drive their marketing operations strategies in order to achieve the results and efficiency needed to stay competitive. A modern marketing operations strategy focuses on leveraging data as well as demand and lead generation enhancements, asset optimization strategies, and marketing automation technologies. By understanding how these elements work together, CMOs can create an effective marketing operations strategy that will help them achieve maximum results.

Defining Marketing Operations Strategy

A marketing operations strategy is a plan that outlines the various elements needed for successful digital marketing, such as data-driven KPIs (key performance indicators), demand and lead generation enhancements, asset optimization strategies, and the adoption of marketing automation technologies. The primary goal of a successful marketing operations strategy is to maximize the effectiveness of your campaigns by leveraging data in order to optimize marketing efforts and improve ROI (return on investment).

For any business big or small, they need to make sure that their marketing operations strategy is on point in order to maximize efficiency and increase results. By optimizing the end-to-end process, this can ensure that the company’s campaigns are up to par with whatever their end goals are. Additionally, having a strong understanding of the landscape of digital marketing today can help ensure that its resources are used effectively to get the most out of every campaign. With careful planning and execution, any business can make sure their marketing operations are running smoothly and efficiently for long term success.

An effective marketing operations strategy can improve the way a business operates and makes sure all campaigns are running efficiently. From increased demand generation to better asset and content optimization, the improvements that this strategy brings to the table are undeniable. Additionally, automation tools significantly speed up marketing processes, allowing businesses to maximize their productivity and not miss any important opportunities thanks to streamlined workflows and tasks. All of these benefits lead to more efficient operations and better outcomes for businesses in the long run!

Implementing a Marketing Operations Strategy

When implementing a successful marketing operations strategy, there are several steps that need to be taken in order to ensure maximum results. These include establishing data-driven KPIs in order to track the success of your campaigns; leveraging demand and lead generation enhancements; enhancing asset and content optimization strategies; and adopting marketing automation technologies. Each step should be tailored to meet the specific needs of your business in order for you to get the most out of your efforts.

Working with data has become increasingly important as businesses strive to stay competitive in the global marketplace. A data-driven approach is essential when developing and tracking KPIs in order to make more informed decisions regarding business objectives. The insights gleaned from using this type of analysis allow companies to better understand how their performance measures up against industry standards and identify areas for improvement. Manufacturers, for example, can use this strategy to measure production costs or availability of parts. By leveraging data-driven approaches, organizations can ensure their efforts are truly having an impact on their bottom line.

Examples of Effective Marketing Operations Strategies

It is important for CMOs to look at examples of effective marketing operations strategies so they can gain insight into what works best for their particular business.

One example is XYZ Company’s successful campaign using automated lead scoring and segmentation strategies. XYZ Company implemented automated lead scoring systems which allowed them to track leads more effectively and target those leads with customized messages based on their interests. They also utilized segmentation techniques which enabled them to better target users based on demographics such as location or age group. 

Another example is ABC Company’s success with an improved website and asset optimization system. ABC Company invested in improving their website design by implementing features such as easy navigation, attractive visuals, engaging content, and optimized user experience across all platforms (desktop/mobile/tablet). 

Finally, LMN Corporation successfully optimized their marketing mix with targeted advertising campaigns and improved web analytics tools allowing them greater insights into customer behavior online. This allowed LMN Corporation to focus their efforts on areas where they saw the greatest ROI potential resulting in increased sales conversion rates overall.                      

CMO’s must take advantage of data-driven insights when creating a successful modern digital marketings trategy in order to achieve maximum results from their campaigns. A sound approach includes establishing data-driven KPIs; leveraging demand & lead genenration enhancements; enhancing asset & content optimizationstrategies; adopting markeitng automation technologies; plus looking at case studies that have achieved success using these methods. 

When used correctly, these tactics will help CMO’s develop an effective strategy that will help them reach their desired goals while maximizing ROI potential along the way!

Blog – GK5A – Agile Business Transformation

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CMSWire: The AI Adoption Mindset: Augmentation and Collaboration


This article was written by Greg Kihlström for CMSWire. Read the original article here.

Working in the marketing technology space for over a couple decades now, I’ve heard a lot of buzzwords over the years. Some of them were warranted, some not so much. Some of them too far ahead of their time, and some of them hitting at just the perfect time.

I won’t even pretend to think that, as you’re reading this, you haven’t heard anything about ChatGPT, and at least some of the buzz around artificial intelligence (AI) based tools these days. It would be easy to dismiss it as just the latest in a series of buzzy things that will run their course. While there is plenty of hyperbole, in this case, however, I urge you to pay closer attention.

With AI tools, it would be best to focus less on a specific application. Much as many might be saying, ChatGPT is neither the end nor the beginning of anything. But it is a really promising and useful tool. So are many other AI-based applications that are changing the way companies think about they work and serve their customers.

This article was written by Greg Kihlström for CMSWire. Read the full article here.


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Agile Brand Guide gives marketers the understanding they need to assess if Agile marketing is right for their team

In this third book in the best selling Agile Brand Guide series, Agile marketing, and concepts surrounding implementing Scrum as a marketing team are defined and demystified. The Agile Brand Guide to Agile Marketing, Part 1: Fundamentals by Greg Kihlström is now available in print and as an ebook. It features a foreword by Jascha Kaykas-Wolff, President at Lytics.