Rewiring Marketing by Mike Blanchard

[Jennifer_SAS]

I’ve spent most of my life building Martech solutions. Martech tools exploded onto the scene in 2011, promising to deliver real-time personalized experiences. Yet this promise remains largely unfulfilled, with most marketers still running manual, batch-based processes and siloed operations.

Agentic marketing has the potential to ‘re-wire’ marketing and finally realize the growth potential that the first generation of this technology promised.

Things are changing fast. Just look at what’s happened to SEO over the last 12 months. Marketers and advertisers built a whole industry based on click-through rates, and now we’re in a ‘zero-click’ digital economy – today up to 65% of Google searches generate no website visits!

Disconnected Tools to Intelligent Decisions

We’re at the start of this new era – the intelligence era – where AI can empower marketing teams to develop intelligent adaptive systems that learn, orchestrate and personalise messages in real-time. It’s not about using AI to make existing processes more efficient; it’s a fundamental rethink in the way marketing operates today.

From a marketer’s perspective, it means moving from a world where it can take up to 6 months to conceive and create a campaign (‘Ideas to value’) to a world where brands make intelligent decisions in real time for every customer.

SAS Customer Intelligence 360 (CI 360) for Intelligent Marketing

CI 360 is built for this kind of world – we’re the only marketing platform with AI and decisioning at the core. This is why Forrester recognizes us as a market leader in both Marketing Platform and Decision Intelligence – a unique position to be in!

This is also our heritage. As an organization, we’ve spent the last 50 years helping our customers leverage their data to make complex and difficult decisions – it’s our DNA.

So we're ideally placed to work with our clients to help redefine the future of agentic marketing and become growth engines for their business. We can help them develop campaigns tied to a business outcome like ‘identify customers at risk to churn and generate campaigns’ as well as streamline the end-to-end process to optimize marketing efficiencies. 

We also do the really hard orchestration and decisioning stuff to improve the effectiveness of any interaction - the best decision for a customer, based on contextual and behavioral insights using the best mix of message, channel, and timing

This is why more and more customers want to pilot our new Agentic Marketing Platform so they can start to grasp the AI opportunity.

This is just the start

I’ve been excited seeing what our early customers have been able to do. While we’re all still learning what’s possible, every customer who's seen a demo of our latest capability has been blown away!

We’re looking for more marketing teams who are serious about partnering with us on agentic marketing. Being good at digital marketing is no longer enough. So please get in touch with me if we can help any of your clients shape the future! mike.blanchard@sas.com