AI IN MARKETING

We start with an overview of generative AI and its extensive applications in Sales and Marketing. It delves into the process of creating impactful prompts for generative AI tools, establishing a solid groundwork for forthcoming practical projects.

• Demystifying AI & deep diving into generative AI for Sales and Marketing
• A Guide to crafting clear and effective prompts - PODS Framework
• Hands-on activity: Getting started with Generative AI prompting (PODS Framework)

Assignment #1: Generative AI for Content Creation: Your task is to create a content strategy utilising generative AI.

Delve into the ways in which AI can enhance SEM/SEO, revitalise email marketing and amplify SMS campaigns.

• How AI can enhance SEM/SEO, email marketing and SMS campaigns
• Introduction to AI-driven tools and platforms for digital marketing managers
• Tools for optimising social media posting and management with AI tools
• Hands-on activity: Using AI to help generate SEM/SEO keywords and ads.

Emphasise the importance of identifying Key Performance Indicators (KPIs) for digital marketing initiatives driven by AI. This lesson highlights the use of AI-powered analytics to monitor and optimise campaign performance.

• Key performance indicators for AI-driven digital marketing initiatives
• Leveraging The Impact Matrix to track and optimize campaign performance
• Assessing the impact of AI-driven marketing strategies on overall ROI
• Hands-on activity: Impact Matrix application for your company

Assignment #2: AI-Driven Analytics and Insights for Measuring Campaign Performance

Dive into the utilisation of AI to identify current marketing trends and insights, improve campaign performance, and foster innovative growth strategies in digital marketing.

• Using AI to identify current marketing trends and insights.
• Optimising campaign performance based on AI-generated data. 
• Developing creative digital marketing growth strategies with Marketing AI framework
• Hands-on activity: Create a SWOT analysis on a Fortune 500 company using AI and the Marketing AI framework

Learn about the role of AI in Sales, specifically highlighting lead identification and qualification. This lesson explores the ways in which AI can be leveraged for predictive sales, negotiations, and personalised customer interactions, as well as churn predictions.

• Introduction to AI in Sales
• The Persuasive Selling Format framework
• Leveraging AI for personalised customer interactions
• Hands-on activity: PSF framework and personalised outreach
• Guest Speaker: Sales Manager (Tyler Livermore) discusses how he leveraged AI for Lead Generation and Sales planning when he worked at IBM, Tableau, Google and now Lululemon.

Assignment #3: AI in Sales and Lead Generation

Gain insights into the setup and optimisation of AI-powered marketing funnels, as well as the integration of AI-driven tools and techniques into comprehensive Digital Marketing strategies. We dive into the details of click and conversion funnels and discover how AI can enhance their effectiveness.

• Setting up and optimising the “See-Think-Do-Care” marketing funnel.
• Integrating AI-driven tools and techniques into your overall digital marketing strategy
• Hands-on activity: Create your own “See-Think-Do-Care” marketing funnel or use your own based on your unique needs

Focus on the planning, execution, and measurement of AI-driven conversion tests. This lesson explores the ways in which AI can assist in optimising user experiences across various channels and emphasises the significance of collaboration in developing AI-enhanced landing pages.

• Creating AI-enhanced landing pages for better conversion rates
• Leveraging BASIC UX framework to assess and optimise user experience across multiple channels
• Hands-on project: Apply BASIC UX Framework to case study

Assignment #4: AI-Enhanced User Experience (UX)

Focus on aligning Sales and Marketing with AI, understanding and implementing effective omnichannel experiences, and learning from a Sales leader about the role of AI in Sales and Marketing alignment.

• Leveraging the Customer Acquisition Framework
• Aligning Sales and Marketing with AI
• AI for customer churn and retention strategies
• Hands-on activity: Merging AI with the customer acquisition framework

Assignment #5: AI for Omnichannel Strategy

Understand and implement practices that safeguard customer data and maintain ethical standards in Marketing, particularly in the era of AI-driven insights and personalised campaigns.

• Understanding data privacy and ethical considerations in AI
• ​​A five-point blueprint for the public governance of AI
• Key elements of ethical marketing and data privacy
• Hands-on activity: Analyse and discuss the potential privacy risks around the use of AI
• Guest speaker: Privacy expert Varun Khanna discusses how tech companies such as Google are navigating the emerging privacy field and laying the foundations on regulations.

• Course recap: Harnessing the power of AI for Sales and Marketing transformation.
• Emerging trends in AI for Sales and Marketing
• Final project presentations: AI-driven Sales or Marketing strategy (instructor picks a few key strategies and they present to the whole class)
• Feedback Session
• Q&A and wrap up

Assignment #6: Peer-to-peer Strategy Presentations and Reflections