585: How AI is Changing the Way We Send Emails w/ Michelle Huff

ABOUT THIS EPISODE

In this episode we talk to Michelle Huff, CMO at Act-On Software.

Before we get into the day's interview,I want to tell you about another pod gats that I think you're really goingto love. It's called the marketing book podcast and it was named by Lincin asone of Tin pod casts that will make you a better marketer and toasted by myfriend Douglas Berdatt, who he've had on the pod cast in the past and Douglasdoes weekly interviews with authors of best selling marketing and salesbooksaccording to an ADOBI survey of marketers. Seventy six percent of themsaid that marketing has changed more in the last two years than in the previousfifty. So when you subscribe to this pot gass the marketing but codcastyou're going to be able to keep up with the quickly changing landscape of ofmodern marketing in sales. One thing that is unique about this that I thinkis really interesting. Is that Douglas reads every single book before everyinterview, and you can tell that in the engagement that he is able to have witheach of the authors that he interviews you can just tell he knows this contentbecause he's read the entire book. He hasn't just read the cliff notes, soHeh's done over a hundred interviews. I want you to head over ar in the PODTASTTAP and over and search for the marketing book. Podcast get subscribe,download a few episodes. You can check out the website at marketing, butPONCAST DOT com. You can follow them on twinter at marketing book. I reallyreally really want you to subscribe to thispy cast. This is Hene. I get a tonof value from it. I think you will as well you're listening to the BEA Te, begrowth, show a potcast dedicated to helphin bee to be executive, achieveexplosive growth, whether you're looking for techniques and strategiesor tools and resources. You've come to the right place, I'm Jane's Carburryand I'm Jonathan Green. Let's get into the show, welcome back to the Beutby Gros show weare here today with Michelle o. She is...

...the SMO and act on Software Michelle.How are you doing today? How are you am wonderful, so Michelle today we'regoing to be talking about how AI is changing the way we send emails. SuperInteresting topic that I'm pump to to dive into, but before we do that o I'lllistener's just a little bit about act on and what union team are doing overthere, thouacon Havn't heard of ut were in th the BTA B Marketing AutomationulFay, the people lake to think of Ot is what do you do with leages and managethat that they turn into revenue and uh, basically, where we hadquartered herein Portland, and we're really focused on you know, making sure that ourmarketer book on marketing and and making marketers successful. I love it,and so so Michelle in talking about this idea of I'm seeing a lot of peopletalk about Ai Right now. I'm excited to talk about it in the context of how wesend emails. I would love to hear a your your perspective, maybe at ahigher level before we dig into how it's impacting emails. Talk to us aboutyour your high level, thoughts on Ai and the impact that it's going to behaving on businesses in general, I ind it Tobe such an interesting, say:Sariu, you hear so much with Ai. I makmaybe get my age, I'mNeertoterminator Day, Ri, where you' think about technology and how it'sgetting smarter and then you're, starting to seel a lot more of it inthe consumer context and Um. There are so many applications, fom O businesscontext as well and thithe more that you kind of ar into technology andyou're, seeing all the different trends um you're, starting to see it beapplied in different ways. Right. It's interesting when people say artificialintelligence right, it can' just be intelligent that me sufied to what whatyou trying to actually dolve, and so you know what what I've been umlearning about and concere they focused...

...on a e company inviting more into itthe interesting outh cases and problems that from a marketing scandpoint thatwe could really start applying right, that the machine learning and analysisand anof the the interesting cases there's something that we you know tryto tackle every day. So I'd love to dive into some of those usecases.Obviously you guys are in the thick of it. That's a lot of what your productis doing. Can you share some use cases about how bateby companies are using AIn in the emails that they're sending? So I think that Um, you know one of thethings that M that we've been doing asround adapted sending and it's one ofthose things where, if you take o se back and think abouthow wed choose to sen email today, rendo marketing is you have a Lepongand you were reaching out to difference, Um an audience and normally, if you'redoing it mamually, you just pick a time of the day and you send it or youwithin a you, know: Automation System, you might pick a time of tehayyou omake sure that it goes into everysingle person, inic time zone, I netherned EdEo, and how e picked that time? I an is funnyn. You talked to Margarean likewhat time do you pick and lot of people like well ye? I think todays at nine, am really works well peope say do know. Ie got to do it. I had to do it weddayright, like Wedesday at ten perfector or Bun, and- and you know the hardthing ise't much about you at the end of the day Y, you kind of you knowyou're picking a window, but so much of winit a you just weren't, really good.You want whatever wheneveris going to be working the best for that person toopen it up right in Ito, it's difficult and we think about. How do you makethat Divillo today? Is You you send it? People who have a little more time ontheir hands might spend it a few times and an Actualy Doinalsa y. You look att e thousand, you know of of Sen Ena, and then you start looking at the openrape, MHM and you're like okay. Well,...

...you know what we for a WHO are segnentan audience y now Wednsday that Teniam actually tend to get better open, a thewar. We stop and it's difficult because Henthe one in Eto on we, you don't Ow,have a lot of time. You might put that time up front, but then over time, whathappened? Culturally, we say: Okay, well, we've got O Winat Anam kin crowdan its wer that you don that mind that you know how often d you Gin to go backand and do that too giligent. So for me, what I think what's really interestingis applying things like machine learning at Ai Um, not in te reallybroad context with something really specific and just makes it reallyvelvant you're thinking, okay, instead of actually taking you know someone onmy team and spending hours, ot time like researching, built a NAT reportand and looking at it on a weeklebace it you have from the technology. In thebackground doing that Annalysis and W. I think what the pultimate problem iswhen you break out, and you think a volume ta it that harder and harderproblem for a person to Solv but ter for machines, an technology. So,instead of taking it from an aggregate- and you say, Hey- we've got a WednesdayATPENNYAN cod. You could really look at say. You know what Niht O Chane.Actually, you know, engage and interapt with messages within the website likebecause you might actually be a person that younow saves it up till fouro'clock in the afternoon. So other people like to do it. You know getthrough the whole inbox pers in the morning. You know. For me, I've gotkids O, I'm actually more than nine or ten o'clock at night. When I'm UN, youknow, I'm not debstructed, and I can kind of take time, reating and lookingthrough things an though instead of having you know, recommendation ThatsOlld for the Mat and and the most common denominator. It really breaks itand makes it much more targeted and learn. You know what works for you andthen Su Oteize, a Pav that and Youve...

...changed your patterns over time rightbecause you've got something: it's not like a a person who takes time out oftheir day and Dte Onalysis, and then you know the one a year project right,it kind of continually learning and avolving. I think that thatwen becomesreally interesting. So from a from a timing perspective I mean that makesperfect sense. So now you, you have individual profiles, knowing that whenwe send this email for for James Tit's going to go out befor in the afternoon,but for Sally it might go out at ten at night, because that's that's when we'veseen her open emails in the past. So I love that Eusecase, just the timing ofit and how ai can solve that piece of the equation. What are some other use?Cases Michele that that you're, seeing where AI can be applied specifically toemail, marketing, so Igo on e Libary, right and- and you think about s notjust like when they opened the email, but maybe when theywere gaging onlineandfactoring, some of those thingsnd as well, and I'm thothing that we're doingnow beyond just t sometime. We kind of pick that one first because yeah, Iguess, I'm a marketer and I can bekome a type a on the thought of of lettingon Ese make a decision. T E on' know you know thats. When it comes Thowinter, you an send an email for me, I'm happy to to select a radio buttonand let it pick if I get better responsorate, I could either get betterconversion rate I'm sold. I think what you'll start to see is some of thosethose really stepific youthcases, maybe probably the easiest one from my conutefirs start. You know seeing how they can work with the technology and whatbecomes you know, emind that where you could start bing that trust and rely nand understanding how the UM technology, 's learning and the recommendation, youknow where we see it getting more interesting overtime is fromtampl e,goring, so and marketing automation.

That tends to be a pretty big opponentof the the system, because what you're really trying to identifying a score inoften time intent, an y you're really trying to se the propect candpointbuying. I tend like if someone showing and demonstrating that they'retonsidering, your particular solution or you're interested in you know theactual category. You want to be identifying out the score and what T atdoes say: okay, if ive got hired por when you've got thousands to choosefrom that, really helps prioritize and spend over the right people immediatelyto fail, but they can partype their time n and have kind of an immediateinteraction with people who who are showing by atten. The problem is, ifyou really think about how it's done today, you know. Sometimes it's kind offeels like you know, God i Magic and people can have got frend, sheeps andand other times miderly people are like. I don't know like LE' make it five. Youknow tiln e, really nely and you're like okay, well Doang in again, youknow like for at least going to be good, like you really have to be on top of itand, and you want to be continually getting feedback from, fails and seemback ner your team d and m understanding your market better andapplying that over time and and it h the more that you can actually leveragesome of the analysts and machine learning and recommendation Um. I think,and that can have a whole different way, that Markin APPROACHILA GN so t timing,F of when your emails go out, the the lead scoring component of it. Do yousee anything coming down the pipe Michelle around Ai, actually helpinghimform the messaging that goes into the email,otally yeah, that Ino Third Onan, and...

...that's the interesting one I a et waywe've been thinking about it is Um. Theye only need to be the kind ofbalence of of the marketer intuition andcreactivity with a little beed mashe. It recommendations and insights, Rin ogoing to be the on abact in four and cause. I could never imagine a worldwhere you just kind of check a radio button, and then you just let themachine create the content and sho for anything right it. It make it a littlescary but H, but I definitely feel that youknow itemor that Sur, like expectations on the market haven. Changing peoplereally want thing petty, much more personalized in individualize, and thatmakes a lot of sense for the you now that are being se as well. O know theythey. They expect the person and they interherin technology too right. Youknow who we are, and you know on Itis, an and Laot company and and you now Iwant to be significant inrelevant to me and Y. No, I think that we do inmarketing. You know we wou kind of cratably come up with differentmessages and hey can do av testing, but again they be pasking in Wel Daniel aswell min it its hard to really run through, I think, sometimes of theconsumer spaced. I think I'e seen a lot more of this applied Ai Mashi learningto a lot of more contumer and and BC part of the world. I think that we canreally take advantage of some of those types of Cabulaing, millio, fi SOMORT,to be tobig, contect b. t Michelle is there anything else, a as we're havingthis conversation, aound, AI and email marketing, you you being as involved inthe space as you are being with with act on ther anything else around Aithat you think would be worth talking about before. Let you go Todayi en, Ithink o Ti yeah. I've talked with otherpeople and and Asocias marketear. I think that there's the intenscouncuriosity, U know what is it a and...

...what will it do and- and you know howshould I be thinking about it, but another question people tend to lead tohis litte mout of a job jum. I do' go right and yeah. I guess why deplins atalso to shape by a lot of people, I've been talking to as well again, there'sa lot of things that you can't replace? U, with TI marketing around strategyaround the creativity round, the Etuition, and I think that it's more ofthe the people who take advantage and partner best withthese innovations in technology that well be able to an outpaste theircompetition. But I don't see it's not like you N W. I think they're mikingchallenges with some very transactional Cemarios for, like you know, if you'rea telemarketer like maybe there's a chat box type of a of the challenge,but I don't seei think in many ways it'll make people and marketing muchmore faster and but I think it will add a level of complexity as well, and Ithink it will fur new types of of careers and losifications in theirwelltive. I've always thought about it from the perspective of Yo. If you'reasking yourself that question really challenging yourself to develop nd ofthat creative muscle, because I think that's something you know th, thecreative brain is something that I think will will never be replaced by Aiif you're in you know, marketing is the Cu path that you've chosen to go down.I think and creative being such the variable in the success of of marketing. If that's a questionacross your mind, you're wondering am I going to lose my job really really start thinking about howyou can you can build that creative muscle, because, I think that's, Ithink, that's a pretty safe path, if you're doing that, I I don't thinkyou're going to have to worry about a I taking your job anytime, soon, Y pepanyand now in the customers right e Oat, so Michel I've been asking our guestsfor the last few weeks. This question, I it's it's helping our listenersunderstand or guests on a different...

...level. So I'd love to ask you: What isthe Legacy Bei in business or personal? What's the legacy that you would liketo leave in my forties now I think I tared toThake a little bit more like I sa. I I I guess when I when I think of that MM,I'm a very: U People Perton a relationship, tven and Gess. For me,you know I think about how do I want to be remembered, and it's about you knowwho has met in the PAS and how they think of me and have I come across withhaving a impact in their lives and and being a genuine Andoug, an tix personen. I think that, with my family with my friends, my extended network, Ithink that, for me, t it', the Charitar Woam is is kind of I likeStanbactelik. That is, is something that I resonate deeply with as wellShalso. I appreciate you appreciate you sharing that if there's somebodylistening to this, they want to say connectod with you or they want tolearn more about act on what's the best Woye for them to go about doing that.Well, for me, we can befind me, and so he kind a scuore house, bat we anotherwise tha T ame, one for twittered that comes to at on Dot Com. If youwant to tet connected with, U tm Apt Dash on Wonderful Michelle will. Thankyou so much for your time today. This has been incredibly helpful for me andI know that our listeners are going to get a ton of value out of it as well,so think, somuch Y, if you're a be to be marketer, we wantto feature you on Sigts, like Coffington, post, social media, Examirand chief market. Every week we send down a question related to be tobemarking. We use the responses to those questions to fuel the content. Wewrite for really popular websites, ten over to sweetfish, media, tcom, baklastquestions and sign up today. Thank you so much for listening until next time.

In-Stream Audio Search

NEW

Search across all episodes within this podcast

Episodes (1621)