I began to realize that it doesn’t actually make any sense to try to “keep up” with technology. No one tries to “keep up” with a car or an airplane. People can’t do what those technologies do. You don’t need to keep up with them–you need to ride them.
Plenty has been written about how AI gets smarter with experience, the way people do. That’s very powerful, but even more powerful is connecting AI models to automated actions.
Businesses should always be looking to improve their return on investment, which means choosing the simplest technique that solves the problem. Sometimes that’s AI, but often it’s something simpler, cheaper, and lower risk, so we should start there.
I am blessed to have a number of B2B companies as clients–each one wants me to help them with their content marketing. And I am luckily able to help them all, except there is one thing they all seem to want but don’t know how to deliver–truly personalized B2B content recommendations.
No one knows what will happen in our AI future, but you can expect that it won’t be as bad as people fear nor as great as they expect.
Machine learning can take the data you are sitting on and start predicting outcomes that you needed to wait to have happen.
You probably are interested in personalizing your customer experience–most companies are–but you are put off by the complexity and expense.
There are many ways to find market fit, but I find too few startups focused on fit.
I work with a lot of large companies on their content marketing strategy, and they are always expecting some new technology, a different take on their data, or some exciting new AI technique. What they aren’t expecting is for me to ask them about their differentiation.
There are time-honored ways of determining customers needs, ranging from surveys to focus groups. And your organization probably has spent years using these and other methods to determine how to deliver want customers want through your products and services. But do you know what content they want?
