Artificial intelligence has revolutionized various facets of digital marketing in recent years. There are many AI tools and platforms available for marketers to leverage the power of AI for their marketing efforts. Some of the popular options include HubSpot, Optimizely, Sailthru, Persado, Einstein from Salesforce, and Conversica.
In this blog, I will compare some of the major AI marketing platforms and tools based on their key features and offerings. I will discuss their strengths and similarities as well as key differences to consider depending on your needs.
HubSpot
HubSpot is one of the leading inbound marketing and sales platforms. It incorporates AI through its free HubSpot CRM, email marketing tool, content management system, and meeting scheduling tool. HubSpot uses AI for predictive lead scoring, personalized content recommendations, and optimizing send times for emails. It integrates with various other tools and is a robust platform for small businesses. However, for larger enterprises, the functionality may be limited.
Optimizely
Optimizely is a progressive delivery and experimentation platform, enabling you to test different variations of your website and mobile app experiences. Its AI capabilities allow you to automate tests and personalize experiences based on the needs of your customers. With an easy drag and drop interface and visual editor, Optimizely is good for beginners. It has integration options with an array of other tools. The downside is that for running very advanced tests, the functionality may need improvement.
Sailthru
Sailthru is an AI-driven omnichannel personalization platform used by major retailers and publishers. It harnesses machine learning for real-time customer data, predictions and recommendations. Sailthru can help in customer acquisition, retention, and re-engagement across channels. It offers swift deployment and solid integrations with most ecommerce platforms and CRMs. However, Sailthru’s reporting capabilities could use some advancement. It also tends to be better suited for larger organizations rather than small businesses.
Persado
Persado is an AI platform for generating the most persuasive language for your marketing campaigns and communications. It utilizes natural language generation technology to produce dynamic creative messages customized to your audience and marketing goal. Persado can achieve up to double-digit improvements in click-through rates. However, it focuses primarily on language generation and may require integration with other tools for a comprehensive solution. It is also relatively more expensive.
Conversica
Conversica is an AI sales assistant that automates personalized interactions at every stage of the customer lifecycle. It helps with customer acquisition, onboarding, and retention using natural language understanding and processing. Conversica can handle large volumes of leads and contacts, but some people may find interactions with chatbots too impersonal. It is also mainly focused on sales and less so on marketing.
In summary, while there are many great AI platforms for digital marketing, you need to choose one aligned with your key needs, priorities, and budget. For most marketers, a combination of a few tools may work better than a single platform. With AI progressing rapidly, the abilities and feature sets of these platforms are continuously evolving as well to drive innovative applications of AI in marketing.
Also: AI’s Impact on the Marketing Funnel – How AI is Changing Each Stage
