How AI is revolutionizing marketing and customer performance: a look back at the Salesforce World Tour 2024
In a context where personalization and efficiency have become priorities for companies, artificial intelligence (AI) plays a key role in transforming marketing strategies. During the Salesforce World Tour 2024, several experts spoke about the impact of AI in optimizing marketing processes and lead management. Among them, Léo Hauet , co-founder of hipto, and Larry Hueber , CEO of Groupe Hueber Assurances, shared their experience on integrating AI into their lead generation strategies .
AI at the heart of generating intentional leads
One of the major issues discussed at the rcs data event was the importance of ultra-personalization in marketing campaigns. hipto and Groupe Hueber Assurances have successfully used AI to reach the right prospects at the right time and on the right channel. As Thomas de Lépinay of ICOM by KPMG pointed out, this approach did not happen overnight, but is the result of rigorous work on the personalization of customer journeys .
Léo Hauet , co-founder of hipto, explained that the key to their success lay in the ability to personalize content, thus bringing the most qualified leads to the Hueber Assurances teams. AI makes it possible to optimize each point of contact with the prospect , guaranteeing a smooth and personalized user experience .
Automation and reallocation of resources through AI
Integrating AI has not only helped to improve responsiveness , but also to automate certain repetitive tasks. For example, Hueber Insurance Group was reporting and analysis able to automate the classification of 36 data types compared to only 4 previously. This automation has allowed human resources to be reallocated to higher value-added tasks , such as analyzing customer interactions, while reducing human errors.
Larry Hueber , CEO of Hueber Insurance Group, also shared how using Salesforce Data Cloud allows them to feed their AI with rich customer data, maximizing the return on investment (ROI) of each marketing campaign.
Generative AI: A Powerful Tool for the Future of Marketing
The arrival of generative AI has marked a turning point in marketing content production. Léo Hauet explained how hipto was among the first to adopt ChatGPT for the creation of ultra-personalized messages. By collaborating with Groupe Hueber Assurances, this technology has allowed them to strengthen the performance of their campaigns, while remaining at the forefront of innovations.
By combining AI from Meta, Google, and b2b reviews Salesforce, hipto continues to innovate to offer ever more effective marketing solutions. The use of generative AI in content production opens up exciting prospects for the optimization of large-scale marketing campaigns .
AI is establishing itself as a strategic lever for all companies seeking to optimize their marketing performance and maximize their ROI. Whether through the automation of repetitive tasks, the improvement of conversion rates or the personalization of customer journeys, AI provides concrete and effective solutions.
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