ClickZ MarTech Newsletter - 11.07.2024

PLUS: AI-Powered Marketing – How the NFL is Leading the Charge

Author

Sophie Bruxner-Randall
November 07, 2024 • Estimated Reading Time: 4 minutes

Marketing Insights 💡

Traditional tools can't keep pace in today's digital landscape. Enter AI—delivering real-time insights and precision, allowing marketers to adapt quickly. While some hesitate due to cost and integration challenges, the advantages are undeniable: smarter targeting, better campaign performance, and streamlined processes. AI feeds predictive insights directly into creative briefs, enhancing effectiveness. The future of marketing lies in overcoming resistance and leveraging AI to stay competitive. It's time to take the plunge—because with AI, what you measure, you can manage better.

Account-based expansion is emerging as a key growth strategy for B2B companies facing rising acquisition costs. By focusing on existing customer accounts, businesses can achieve sustainable growth, faster sales cycles, and lower costs. This approach requires a structured framework, integrating data intelligence and coordinated execution, to unlock hidden revenue opportunities.

Since 2022, the NFL has significantly expanded its marketing technology team from just one individual to over 50, focusing on leveraging AI to deepen fan engagement. The league’s innovation hub combines the expertise of technologists, data specialists, and marketers to create AI-driven content that scales globally, overcoming language barriers and adapting to diverse player interests.

AI enables the NFL to personalise ads by swapping player images to match regional popularity and to ensure content resonates across all digital channels, including in languages like German and Arabic. Real-time personalisation has been tested at events such as The Draft, showcasing the power of data in engaging both avid and casual fans. The NFL continues to innovate with frictionless solutions aimed at making content more accessible and enhancing the overall fan experience.

Martech stacks often hinder rather than help marketing efforts. Brands mistakenly add more tools without a strategy, leading to inefficiencies. Success lies in a modular approach, integrating tools purposefully. Embrace composable martech and expert partners to streamline systems, enabling AI and improving performance. It's about fit, not flash.

Demandbase's 2024 report reveals B2B advertising's shift towards automation, cross-channel campaigns, and privacy-first strategies. Emphasising AI and influencer marketing, it highlights the decline of manual ads. Marketers are urged to adapt to these trends to enhance engagement and ROI, ensuring they remain competitive in a rapidly evolving landscape.

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