Connect with us

MARKETING

What is sales enablement?

Published

on

What is sales enablement?

As a practice, sales enablement occurs when marketing teams create materials or share information that helps sales teams better convert prospects. However, certain marketing technologies called sales enablement platforms can help marketers to do just that. Functionality typically found in sales enablement platforms may include content enablement, automation and workflow tools, training functionality and analytics tools that provide insights to inform future strategies.

In the B2B environment, marketers have long played a critical role in the early stages of the sales process, when buyers are independently conducting research and forming the views that shape what vendors they consider and with whom they engage.

Read next: The B2B customer journey is set on a digital track

Recently, as the COVID pandemic dramatically sped digital transformation, pushing trade show events online and generally limiting in-person interactions, that trend has become even more pronounced. More than 79% of B2B buyers wait until after they have fully defined their needs before contacting a salesperson, while nearly two-thirds (57%) identify solutions first and 37% only engage sellers to nail down the details of a deal, according to the Korn Ferry Buyer Preferences Study, 2021.

At least in part, this aversion to working with salespeople seems to be driven by a perception that sellers are more product-oriented than solution-oriented, and don’t really know how to add value. That challenge has grown even greater during the pandemic as salespeople lost some of the rapport-building opportunities at in-person meetings and at events.

Advertisement

To a greater or lesser extent, sellers have had to learn new skills and develop methods for being persuasive using digital tools, and they’re not yet very good at it, according to the Korn Ferry study. However, they need to get better at it to survive, and they need tools to enable them to succeed because virtual selling isn’t expected to be a temporary phenomenon.


Get the daily newsletter digital marketers rely on.

Advertisement

Capabilities of sales enablement platforms

Though sales enablement has come together as a category in recent years, there are still some significant differences between the tools offered by the various vendors in the space.

Sales enablement platforms aim to bridge the gap between marketing and sales in B2B operations in a few different ways, with features like the following:

  • Content management
  • Content search and discovery
  • Content personalization and distribution
  • Coaching and training
  • Virtual salesrooms, including 3D virtual showrooms and personalized portals
  • Communications tools like VoIP calling and video conferencing
  • Collaboration
  • Workflow automation tools to log activity
  • Analytics to measure activity and provide insights.
  • Integrations with other business technology

More advanced functionality that lets vendors distinguish their offerings include features like:

  • Conversational intelligence, possibly including real-time in-call coaching
  • Artificial intelligence to suggest next best steps or determine how best to coach or train individual salespeople
  • Content creation, including in 3D, VR and AR

Let’s look a little deeper at the range of features offered by sales enablement platforms.

Content management

The key capabilities of sales enablement platforms, at least where marketers are concerned, relate to content. Primary among these is the ability to ingest and organize content assets in a variety of formats, with an eye toward making them easily found by salespeople. In some cases, the platforms index content located on existing file storage systems like Google Drive, Microsoft SharePoint or Dropbox, saving marketers the time of uploading all their content to a new system.

As with digital asset management (DAM) systems, these assets can typically be tagged and metadata can be added. Some systems use a familiar organizational structure like files and folders, but the systems also allow for the curation of these assets into micro-sites or portals associated with particular business goals — products, initiatives, vertical customer types or individual customers, for example. Sophisticated permissions structures ensure users only access the content they’re intended to see.

Content personalization and distribution

One idea that’s been widely discussed recently is that of empathy — customer surveys consistently find that buyers want businesses to understand their circumstances and the challenges they face, and tailor their communications accordingly.

Sales enablement platform features that address this include the ability for marketers to build templated content that can either be personalized dynamically or by the seller as they prepare to meet with the prospect. Marketers can also provide the building blocks that allow salespeople to create customized portals that address a prospect or customer’s specific situation. Content can also be tailored for different stages in the sales cycle or to overcome common objections.

Advertisement

Once these personalized experiences are created, platforms typically integrate with email, file-sharing and video conferencing tools for distribution.

Content search and discovery

For sellers to be able to put together these customized pieces of content, they must be able to find the building blocks and templates. And, if they’re not aware of them, they need to discover them. Finding is facilitated by search and navigation, along with filters that allow users to narrow the pool of results. Discovery is a bit more tricky, but these tools enable marketers to curate content elements tailored for particular situations. Artificial intelligence can also assist here in suggesting the next-best piece of content that should be shared with the client or prospect.

Coaching and training

Depending on the structure of the organization, marketers may or may not be involved in this aspect of sales enablement. Sales enablement platforms incorporate functionality to onboard new salespeople and familiarize them with what they’ll be selling, as well as to inform and educate sellers on an ongoing basis. This can involve textual or video lessons, interactive quizzes, video roleplaying and the like. Sales leadership can utilize analytics features to determine what a given salesperson should be learning or AI functions can suggest areas a salesperson should brush up on, with recommendations based on content use and consumption by customers.

Virtual salesrooms

Thirty percent of B2B sales cycles will primarily be run through a digital or virtual salesroom by 2026, Gartner says, predicting that they will be used throughout the customer life cycle. These experiences can take a variety of shapes, from personal mini-portals to tools that let customers configure solutions and get quotes, to a full-fledged virtual showroom designed to show off products. These virtual salesrooms can also include features like file sharing, chat, meeting requests, video conferencing and contract signing.

Communications and collaboration tools

Sales enablement platforms include capabilities to facilitate communication between sellers and customers, such as dialers, email tools and videoconferencing. They also incorporate functions that help marketing collaborate with sales. For example, a tool may let sellers give marketers feedback on certain pieces of content so that it can be made more effective.

Workflow automation

Rather than spending time manually logging the results of sales meetings, salespeople using these platforms can use automation features that perform this task. Some tools also let sales leadership establish frameworks that conform to popular sales approaches, or customize them to their own philosophies.

Advertisement

Analytics

The sales enablement function of measuring all of the activity that occurs around the marketing and selling process is a key benefit, allowing marketers to perform analysis and iteration that lead to more effective content. Additionally, sales leaders can track individual sellers’ performance and establish best practices to be shared through the organization.

Integrations

As with many other types of business technology, the ability to integrate with other tools — especially CRMs and tools for content creation and distribution — is nearly a foregone conclusion. However, vendors differ in terms of the types of integrations that are included out-of-the-box and which must be developed using APIs.

Tied into this capability is the strength of the vendor’s own developers and the community of agencies and systems integrators that are familiar with their solutions. Some vendors have stronger partner networks in certain geographical areas or with more familiarity with certain verticals.

Advanced functionality

Many advanced features offered by sales enablement vendors tap into less-common technologies like virtual reality or 3D modeling, both of which facilitate virtual showrooms where prospects can interact with models of the items being sold. Vendors in the space are also integrating features common in call analytics platforms, such as recording, transcribing and analyzing conversations between salespeople and prospects. This also includes realtime coaching that can be used to “whisper” in a salesperson’s ear as they are engaged in conversation with the client or prospect.

Vendors are also incorporating more artificial intelligence and machine learning-driven capabilities, such as tools that analyze the available data and suggest a next-best-action (or piece of content) that would help move a sale discussion forward. This type of technology can also suggest training or coaching that would benefit a salesperson.


Is your marketing team ready to give the sales team the support it needs to convert more prospects? Explore top sales engagement platforms in the first edition of this MarTech Intelligence Report.

Advertisement

Click here to download!


The benefits of using sales enablement platforms

The specific benefits of using an enterprise sales enablement platform include – but are not limited to – the following:

  • Improved effectiveness of sales content. Using the content repository within sales enablement platforms allows marketers to better showcase the content they’re creating for use by sales. With search and curation, sellers can more easily find assets that apply to their particular situation, plus customize them to address the buyers’ specific circumstances and business needs. Analytics functions let businesses determine how content is being consumed and what assets drive deals and revenue. When used effectively, this kind of function can improve the overall revenue picture.
  • Time savings for marketers and salespeople. Improved findability and curation mean sellers aren’t having to spend time searching for the appropriate assets. Workflow and content distribution capabilities can also drive efficiency if salespeople don’t have to switch from one software to another to get their jobs done. Savings for marketers will depend somewhat on how resources are deployed at your company.
  • Closer integration between marketing and sales. The analytics delivered by a sales enablement platform are of great interest to both marketing and sales, enabling the two functions to become more closely aligned. Collaboration capabilities allow marketers to educate sellers on the needs a particular piece of content is meant to address, while
    salespeople can provide marketers with feedback that allows for learning and iteration of content creation.
  • Better ROI from content investments. The analytics functions that help marketers understand how content is being consumed — both by sellers and by the clients and prospects they’re wooing — enable them to learn and adjust their strategy for developing new content. Additionally, since assets are more easily findable and customizable, each asset can be more fully utilized, rather than being allowed to drop off the radar after a given period of time.
  • Faster, more effective onboarding of new salespeople and adoption of new initiatives. Coaching and training functions can help businesses more quickly train new employees so they can begin to close deals. They can also assist marketers in rolling out new products to salespeople as offerings change or the sales approach shifts.
  • More holistic customer view, including of separate individuals in the buying committee. B2B purchasing decisions are typically made by a group of stakeholders (an average of 11 and sometimes as many as 20, Gartner finds), each of whom has their own role and interests. The analytics capabilities in a sales enablement platform can give users a more holistic view of a customer’s interests over time and can allow marketers to drill down into the particular needs of each member involved in the process.
  • Better compliance with legal regulations and brand initiatives. In today’s environment, salespeople frustrated by hard-to-find or missing content often “go rogue,” creating their own slide decks or other communications without consulting with marketing. A sales enablement platform can meet sellers’ needs while keeping them from distributing content that may not be aligned with corporate priorities or comply with restrictions that apply to highly-regulated industries.

About The Author

Does your marketing team need a digital experience platform DXP

Pamela Parker is Research Director at Third Door Media’s Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She’s a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master’s degree in journalism from Columbia University.

Advertisement


Source link
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

MARKETING

Optimizing Zoom’s digital experience for explosive growth

Published

on

Optimizing Zoom's digital experience for explosive growth

In February 2020, Zoom had millions of weekly visitors to their site, all of whom were coming to Zoom.us to do a handful of activities. Flashforward a month later to March, and Zoom’s traffic spiked to tens of millions of visitors every week. Those visitors arrived to not only use Zoom for a couple of work calls per week, but to entirely reinvent how they interacted with colleagues, partners, teachers, students, and even friends and family.   

Zoom used this opportunity to transform its users’ experience into incredible growth and customer happiness across geographies and verticals. How did they do it?  

At Opticon ’23, Alex London, Head of Digital Zoom and Jay Dettling, CEO of Hero Digital, joined Alex Atzberger, CEO, Optimizely to share how Zoom re-built their entire digital ecosystem. 

Keep reading to learn how Zoom partnered with Hero Digital and Optimizely to transform its customer experience and drive stellar results including these early wins: 

Advertisement
  • Page load improved by 60% 
  • Speed to market improved by 50% 
  • Conversion improvement of 10% 
  • Publishing time from days to minutes (reduced by about half) 

The Year the World “Hopped on a Zoom Call” — & What Came Next

In March 2020, Zoom watched as web traffic, sign-ups, users and attendees grew from millions to hundreds of millions virtually overnight. Not only did its customer base and user group skyrocket, but its core use cases did, too: online meeting rooms were now used to host weddings, game nights, and math classes. At the same time, corporate brainstorms, sales calls, and even government processes requiring the highest security clearances moved to  Zoom to continue working as normally as possible. 

To meet the incredible demand for new use cases and services, the Zoom team had to ideate, test, and ship new products and features on a timeline that the internal teams refer to as “at the speed of Zoom.” Their success meant that their brand entered a hallowed hall of exclusive brands whose names made the transition from noun to verb. It was the year of: “Can we Zoom?” 

Getting there wasn’t just about building and launching products and features;  that was only half the battle. To scale and continue delivering happiness to customers, the team needed to ensure they told the story of Zoom across all customer touchpoints. 

Their goals

  1. Reimagine and rebuild the entire digital stack (including attribution models, analytics systems, acquisition, and localization) 
  2. Move from an existing agnostic, one-size-fits-all model to a global, flexible digital experience to cater to personas, geographies, and use cases 
  3. Improve their speed to market to continue moving “at the speed of Zoom” 

The Tactical Challenges of Reimagining Zoom’s Digital Stack 

Zoom’s overarching goal was to put the story at every single touchpoint of the customer journey. Given the dramatic change in their business, building a new site for Zoom would be incredibly complicated. Yet, if they succeeded, they’d generate demand, better enable purchases, and support its users.  

So how did they do it? Before making the leap, they looked to their strategic partners — Hero Digital and Optimizely.

 

 

Advertisement

Zoom needed a new digital foundation to achieve all of its goals at scale. More importantly, their new foundation needed to untangle serious web traffic complexity.

Zoom has four primary visitor types — all arriving on Zoom’s marketing website by the millions. They include: 

  • Individuals and SMEs buying Zoom online 
  • Demo requests 
  • Product support requests 
  • Users and attendees accessing Zoom’s website as part of their workflow 

To add even more complexity, the teams needed to account for multi-lingual requirements for 20+ languages across the globe. 

“How do we build for these four levels of complexity? And how quickly can we move to tell our new platform story?” – Alex London, Head of Digital at Zoom

Before anything else, Zoom needed to build a new design system, and Hero Digital stepped in to help. Together, they built a minimum versatile component library that would scale across the website, mobile, ads, and anywhere else Zoom encountered customers. The initial minimum library featured 38 components with 29 variants and 8 page templates. 

Zoom also had to untangle the domain and subdomain issues of their own making. The past choice to build their digital foundation on ‘Zoom.us’ and create new subdomains for customers (coming in north of 10k subdomains) meant speed and ranking were complicated. Essentially, Zoom was competing with 10k+ sites that Zoom itself had created.  

Resolving this problem by choosing to unify content on a single domain, Zoom, Hero Digital, and Optimizely got to work. 

Hero Digital’s Foundation + Optimizely’s Architecture = Moving at the Speed of Zoom

By partnering with Hero Digital and Optimizely, Zoom reimagined its complete customer experience and upgraded to a best-in-class technology platform that combines AI-accelerated workflows with experiment-driven digital experiences. 

Advertisement

The team deployed the Optimizely Digital Experience Platform, featuring Optimizely Content Management System, Content Management Platform, and Experimentation, as the architecture to bring their foundation to life and scale faster than they could ever imagine.

Component Library + Optimizely CMS  

One of Zoom’s goals was to move from its existing agnostic model to a global, flexible digital experience to cater to personas, geographies, and use cases. To do that, they needed a modern content management system. 

In the first phase of the build, the team focused on Zoom’s marketing site, now untangled but still over 200 pages. They established a foundation on Optimizely’s Content Management System to create a foundation with a migration plan over months. 

Even in the earliest stages, the results were huge because the CMS meant Zoom can could now push global changes in just minutes. They save hundreds of hours of work across the company by: 

  • Eliminating the devops processes, which previously took days or weeks to work through
  • Reducing publishing processes by half even with new added governance steps

 

Optimizely’s Content Marketing Platform

Improving speed to market was Zoom’s third goal. With the first two goals unlocked by their phased migration to Optimizely’s CMS, they needed to not only unblock the velocity but also the creativity and collaboration in producing new content. Zoom’s teams receive 80-100 requests a week for new content across their digital properties. 

Advertisement

 
For Zoom, the re-build of the intake process for content requests was a key component of speeding up their processes. They built in guard rails and governance processes that when used within the CMP, reduced publishing time to minutes rather than days.

 

 

Now, with the first three goals— a reimagined digital stack, a flexible digital experience, and improved speed to market—accomplished, Zoom will focus on its next digital phase: experimentation and personalization. 

How could a digital experience platform help you navigate the next phase of your business? Learn more from the experts with access to The Forrester Wave: Digital Experience Platforms, Q4 2023 report.

 

Advertisement

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

The Role of Enterprise Mobility Management in Modern Businesses

Published

on

The Role of Enterprise Mobility Management in Modern Businesses

In today’s fast-paced business environment, Enterprise Mobility Management (EMM) has emerged as a critical facilitator for enhancing operational efficiency and competitiveness. EMM solutions streamline workflows, ensuring that enterprises can adapt to the rapidly changing digital landscape. This blog discusses the indispensable role of EMM in modern businesses, focusing on how it revolutionizes workflows and positions businesses for success.

EMM solutions act as the backbone for securely managing mobile devices, applications, and content that facilitate remote work and on-the-go access to company resources. With a robust EMM platform, businesses can ensure data protection and compliance with regulatory requirements, even in highly dynamic environments. This not only minimizes the risk of data breaches but also reinforces the company’s reputation for reliability and security.

Seamless Integration Across Devices

In today’s digital era, seamless integration across devices is not just a luxury; it’s a necessity for maintaining operational fluency within any organization. Our EMM solutions are designed to ensure that employees have secure and efficient access to the necessary resources, irrespective of the device being used. This cross-platform compatibility significantly enhances productivity by allowing for a unified user experience that supports both the agility and dynamism required in modern business operations. Leveraging cutting-edge technology, our solutions provide a cohesive ecosystem where data flows securely and effortlessly across mobile phones, tablets, and laptops, ensuring that your workforce remains connected and productive, regardless of their physical location. The adoption of our EMM solutions speaks volumes about an organization’s commitment to fostering a technologically forward and secure working environment, echoing its dedication to innovation and excellence.

Enhanced Productivity

EMM facilitates the seamless integration of mobile devices into the corporate environment, enabling employees to access corporate resources from anywhere. This flexibility significantly enhances productivity by allowing tasks to be completed outside of traditional office settings.

Unified Endpoint Management

The incorporation of Unified Endpoint Management (UEM) within EMM solutions ensures that both mobile and fixed devices can be managed from a single console, simplifying IT operations and enhancing security.

Advertisement

Advanced Security Protocols

Where cyber threats loom larger than ever, our EMM solutions incorporate cutting-edge security protocols designed to shield your organization’s data from unauthorized access and breaches. By consistently updating and refining our security measures, we ensure your assets are protected by the most advanced defenses available. This commitment to security not only safeguards your information but also reinforces your company’s reputation as a secure and trustworthy enterprise.

Data Protection

EMM solutions implement robust security measures to protect sensitive corporate data across all mobile devices. This includes encryption, secure VPN connections, and the ability to remotely wipe data from lost or stolen devices, thereby mitigating potential data breaches.

Compliance Management

By enforcing security policies and ensuring compliance with regulatory standards, EMM helps businesses avoid costly fines and reputational damage associated with data breaches.

Driving Operational Efficiency

In the quest to drive operational efficiency, our solutions streamline processes, reduce redundancies, and automate routine tasks. By leveraging cutting-edge technologies, we empower businesses to optimize their workflows, resulting in significant time and cost savings. Our approach not only enhances operational agility but also positions your organization at the forefront of innovation, setting a new standard in your industry.

Automated Workflows

By automating repetitive tasks, EMM reduces manual efforts, increases accuracy, and speeds up business processes. This automation supports operational efficiency and allows employees to focus on more strategic tasks.

Real-time Communication and Collaboration

EMM enhances communication and collaboration among team members by providing tools that facilitate real-time interactions. This immediate exchange of information accelerates decision-making processes and improves project outcomes.

Advertisement

Testimonials from Industry Leaders

Leaders in various industries have witnessed tangible benefits from implementing EMM solutions, including increased productivity, improved security, and enhanced operational efficiency. Testimonials from these leaders underscore the transformative impact of EMM on their businesses, solidifying its vital role in modern operational strategies.

Our commitment to innovation and excellence propels us to continually refine our EMM solutions, ensuring they remain at the cutting edge of technology. This dedication not only solidifies our standing as industry leaders but also guarantees that our clients receive the most advanced and effective operational tools available, tailored specifically to meet their unique business challenges.

Looking Ahead

The evolution of EMM solutions continues at a rapid pace, with advancements in technology such as Artificial Intelligence (AI), Machine Learning (ML), and the Internet of Things (IoT) further enhancing their capabilities. These developments promise even greater efficiencies, security measures, and competitive advantages for businesses willing to invest in the future of mobility management.

Our proactive approach to integrating emerging technologies with EMM solutions positions our clients at the forefront of their industries. By leveraging our deep technical expertise and industry insights, we empower businesses to not only adapt to but also lead in an increasingly digital world, ensuring they remain competitive and resilient amidst rapid technological shifts.

In conclusion, the role of Enterprise Mobility Management in modern businesses cannot be overstated. Its ability to revolutionize workflows, enhance security, and drive operational efficiency positions it as a foundational element of digital transformation strategies. We invite businesses to explore the potential of EMM solutions and partner with us to achieve unprecedented levels of success and innovation in the digital era. Together, we can redefine the boundaries of what is possible in business operations and set new benchmarks for excellence in the industry.

Source link

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

MARKETING

Lessons From Air Canada’s Chatbot Fail

Published

on

Lessons From Air Canada’s Chatbot Fail

Air Canada tried to throw its chatbot under the AI bus.

It didn’t work.

A Canadian court recently ruled Air Canada must compensate a customer who bought a full-price ticket after receiving inaccurate information from the airline’s chatbot.

Air Canada had argued its chatbot made up the answer, so it shouldn’t be liable. As Pepper Brooks from the movie Dodgeball might say, “That’s a bold strategy, Cotton. Let’s see if it pays off for ’em.” 

But what does that chatbot mistake mean for you as your brands add these conversational tools to their websites? What does it mean for the future of search and the impact on you when consumers use tools like Google’s Gemini and OpenAI’s ChatGPT to research your brand?

Advertisement

AI disrupts Air Canada

AI seems like the only topic of conversation these days. Clients expect their agencies to use it as long as they accompany that use with a big discount on their services. “It’s so easy,” they say. “You must be so happy.”

Boards at startup companies pressure their management teams about it. “Where are we on an AI strategy,” they ask. “It’s so easy. Everybody is doing it.” Even Hollywood artists are hedging their bets by looking at the newest generative AI developments and saying, “Hmmm … Do we really want to invest more in humans?  

Let’s all take a breath. Humans are not going anywhere. Let me be super clear, “AI is NOT a strategy. It’s an innovation looking for a strategy.” Last week’s Air Canada decision may be the first real-world distinction of that.

The story starts with a man asking Air Canada’s chatbot if he could get a retroactive refund for a bereavement fare as long as he provided the proper paperwork. The chatbot encouraged him to book his flight to his grandmother’s funeral and then request a refund for the difference between the full-price and bereavement fair within 90 days. The passenger did what the chatbot suggested.

Advertisement

Air Canada refused to give a refund, citing its policy that explicitly states it will not provide refunds for travel after the flight is booked.

When the passenger sued, Air Canada’s refusal to pay got more interesting. It argued it should not be responsible because the chatbot was a “separate legal entity” and, therefore, Air Canada shouldn’t be responsible for its actions.

I remember a similar defense in childhood: “I’m not responsible. My friends made me do it.” To which my mom would respond, “Well, if they told you to jump off a bridge, would you?”

My favorite part of the case was when a member of the tribunal said what my mom would have said, “Air Canada does not explain why it believes …. why its webpage titled ‘bereavement travel’ was inherently more trustworthy than its chatbot.”

The BIG mistake in human thinking about AI

That is the interesting thing as you deal with this AI challenge of the moment. Companies mistake AI as a strategy to deploy rather than an innovation to a strategy that should be deployed. AI is not the answer for your content strategy. AI is simply a way to help an existing strategy be better.

Generative AI is only as good as the content — the data and the training — fed to it.  Generative AI is a fantastic recognizer of patterns and understanding of the probable next word choice. But it’s not doing any critical thinking. It cannot discern what is real and what is fiction.

Advertisement

Think for a moment about your website as a learning model, a brain of sorts. How well could it accurately answer questions about the current state of your company? Think about all the help documents, manuals, and educational and training content. If you put all of that — and only that — into an artificial brain, only then could you trust the answers.

Your chatbot likely would deliver some great results and some bad answers. Air Canada’s case involved a minuscule challenge. But imagine when it’s not a small mistake. And what about the impact of unintended content? Imagine if the AI tool picked up that stray folder in your customer help repository — the one with all the snarky answers and idiotic responses? Or what if it finds the archive that details everything wrong with your product or safety? AI might not know you don’t want it to use that content.

ChatGPT, Gemini, and others present brand challenges, too

Publicly available generative AI solutions may create the biggest challenges.

I tested the problematic potential. I asked ChatGPT to give me the pricing for two of the best-known CRM systems. (I’ll let you guess which two.) I asked it to compare the pricing and features of the two similar packages and tell me which one might be more appropriate.

First, it told me it couldn’t provide pricing for either of them but included the pricing page for each in a footnote. I pressed the citation and asked it to compare the two named packages. For one of them, it proceeded to give me a price 30% too high, failing to note it was now discounted. And it still couldn’t provide the price for the other, saying the company did not disclose pricing but again footnoted the pricing page where the cost is clearly shown.

In another test, I asked ChatGPT, “What’s so great about the digital asset management (DAM) solution from [name of tech company]?” I know this company doesn’t offer a DAM system, but ChatGPT didn’t.

Advertisement

It returned with an answer explaining this company’s DAM solution was a wonderful, single source of truth for digital assets and a great system. It didn’t tell me it paraphrased the answer from content on the company’s webpage that highlighted its ability to integrate into a third-party provider’s DAM system.

Now, these differences are small. I get it. I also should be clear that I got good answers for some of my harder questions in my brief testing. But that’s what’s so insidious. If users expected answers that were always a little wrong, they would check their veracity. But when the answers seem right and impressive, even though they are completely wrong or unintentionally accurate, users trust the whole system.

That’s the lesson from Air Canada and the subsequent challenges coming down the road.

AI is a tool, not a strategy

Remember, AI is not your content strategy. You still need to audit it. Just as you’ve done for over 20 years, you must ensure the entirety of your digital properties reflect the current values, integrity, accuracy, and trust you want to instill.

AI will not do this for you. It cannot know the value of those things unless you give it the value of those things. Think of AI as a way to innovate your human-centered content strategy. It can express your human story in different and possibly faster ways to all your stakeholders.

But only you can know if it’s your story. You have to create it, value it, and manage it, and then perhaps AI can help you tell it well. 

Advertisement
Like what you read here? Get yourself a subscription to daily or weekly updates.  It’s free – and you can change your preferences or unsubscribe anytime.

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS