As a consultant for Oracle Digital Experience Agency, customers often ask me how they can leverage AI in their martech stack. For many marketers, it’s like drinking from a firehose: AI has endless options, so figuring out where to start, how to implement it, and how that affects current operations can feel impossible.
Integrating AI into an existing martech stack means going back to basics. AI can ensure your contacts are getting the right information at the right time. This foundational concept is something that many marketers struggle to manage manually. AI is one method that can help marketers make informed decisions that can save them hours each day.
Below are a few ways you can add AI into your existing marketing tech stack.
Enhanced Segmentation: Use AI to analyze customer data and refine audience segments. If you’re leveraging a marketing orchestration tool, research whether your tool offers AI. Many offer functionalities such as Advanced Intelligence that can simply be added into your existing platform.
Once you’ve integrated AI into your martech stack, leverage AI to analyze your contacts’ behavior. Perhaps a contact isn’t engaging with your content. Remove them from a current campaign and consider new strategies. Or perhaps a new segment is showing more interest. Add these contacts to your existing campaigns to expand your strategy.
Lead Management Optimization: Some martech platforms, including Oracle Eloqua, offer AI-driven data enrichment with fields such as “Fatigue Analysis” that can ensure you segment leads based on their overall engagement. Doing so will ensure your sales team is getting qualified leads that are engaged with your brand. AI will ensure your sales team is touching the right leads the moment they engage.
Content Recommendations: Many marketers struggle to assemble the content necessary to keep contacts engaged. Tools such as Oracle Infinity Behavioral Intelligence track traffic on your web properties and present content or products based on visitor activity.
Generative AI such as ChatGPT can provide draft content in response to prompts like “Write an email inviting readers to visit oracle.com. Explain how Oracle SaaS products support the automotive industry.” This can be a great starting point for developing marketing content quickly. Content generation is in development for Eloqua Advanced Intelligence, currently in controlled availability.
Re-Purpose Content: Have an editorial piece you want to convert to a voice recording? Or a podcast you want converted to an editorial piece? AI is a great way to expand the use of your content. Oracle Artificial Intelligence can allow businesses to expand their use of content with Speech to text (STT) and text to speech (TTS).
Graphic Design: Canva offers an inexpensive way to generate graphics without the need for additional staff to create content. Also consider deploying current graphics in new ways using the simple drag-and-drop user interface of Eloqua’s email and landing page designers, where users can scale and resize content without code.
You can learn more about how to integrate AI into your specific industry by reviewing the case studies on the Oracle Modern Marketing blog here.
The views expressed on this blog are my own and do not necessarily reflect the views of Oracle.
Kaitlin Reno, Senior Expert Consultant, Oracle Experience Digital Agency
