Perhaps you’ve not optimized your

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Paid media campaigns because nobody on the marketing team has been given responsibility for the budget or task. When you plan for your marketing activities, you have the time to audit what’s gone before. You can gather reports and talk to team members to discover what’s worked well and what’s creating barriers. It’s also a great way to see opportunities to avoid action duplication which can be a drain on time and money. Being efficient is about having a plan to optimize what’s working in terms of your SMART business objectives e.g., driving leads or revenue and abandoning processes or policies that may hinder growth. Top tip: AI technologies can easily handle menial and repetitious activities such as data input, separating leads, and content creation. Try using Advanced Data Analysis in ChatGPT to analyze data exported from your marketing


channels, and then ask specific questions about that data. Even basic tasks like organizing tables of data, turning big swathes of text into neat lists or tables, etc. with ChatGPT are a B2B Email List great way to save time. Stimulate your creative process with ideas from generative tools like Clause, ChatGPT, and Midjourney. Just remember to treat its output as that of a keen but inexperienced intern! “AI and machine learning offer brands and marketers an opportunity to improve the efficiency and effectiveness of their marketing. Those gains can be applied to internal functions that customers never see and/or to external things that are customer-facing.” Jim Lecinski, Kellogg School of Marketing at Northwestern University . Gain insights Marketers have stored a lot of data from which to gain insights to inform campaigns and messaging. The flip side is that sometimes there’s too





much data and not every company has a data scientist or analyst in-house to help figure out which data is useful. Taking the time to create a plan can help marketers identify areas where they are losing customers e.g. click-throughs from a social media ad to the website. It could also help to understand what campaigns or activities have helped drive conversions e.g. including relevant downloadables on blogs to drive data capture. With GA having replaced Universal Analytics, marketers need to get up to speed and create custom reports that can drive better insights in . Understanding the new features and reporting on GA and any others you may use will be crucial to helping you