AI Workflows For Marketing Campaigns: Automate, Optimize, And Scale Your Strategy

What Do AI Workflows Look Like In Marketing?

Let's be 100% clear: marketing automation isn't an autopilot keeping your online campaigns running hands-off. AI workflows are predefined by criteria and guidelines that you feed the system with. While the AI marketing benefits are many, AI tools require an already detailed process organization to function properly and deliver results. Let's say you offer programmatic advertising on your website, for instance. You must have a perfectly organized and defined process if you want programmatic ad automation to be of service. Otherwise, the AI tool you choose won't be able to function the way you want. The result? You let your automation tool handle mundane and repetitive tasks, while you spend time optimizing your campaigns.

Sales and marketing workflows can help you make informed decisions based on hard data, adjust ad bids, optimize audience segments, and improve ad copy without your oversight. That is, if you decide to empower it with this sort of decision-making capability. Without further ado, let's see how you can use workflow orchestration tools to boost your online marketing strategies.

In This Guide, You Will Find...

• Why Should Marketers Invest In AI Automation?
• A Step-By-Step Guide To Facilitate Your AI Workflow
• AI Workflow Examples You Can Draw Inspiration From
• 4 AI Tools You Can Use To Build Your Processes
• Common Pitfalls To Look Out For

Why Should Marketers Invest In AI Automation?

• Cost Efficiency

According to a report, generative AI marketing can increase productivity by 5–15% of total marketing spending. When you automate repetitive tasks like data entry and campaign scheduling, you have more time to work on the things AI can't really help you with. Therefore, you speed up processes that would otherwise take days to complete manually and achieve more with fewer resources.

• Productivity

AI workflows can free up significant time from your schedule so you can focus on more creative and high-impact activities instead of gathering data and monitoring campaigns. In fact, a case study showed how a company that enforced AI agents to oversee campaigns helped team members reallocate 30% of their time to other initiatives.

• Speed

A promotional campaign takes time to go from initiation to publication. AI marketing automation speeds up the process by running campaign setup validation. Your chosen tool can check your targeting parameters, your keywords, your budget, and whether your content elements are configured correctly. Even when the campaign is live, AI makes timely changes according to trends.

A Step-By-Step Guide To Facilitate Your AI Workflow

1. Strategy Planning

B2B marketing strategies need clear structure and planning to bring great results. AI campaign orchestration is exactly the same in that sense. But automation isn't here only to take care of the data management. You can also use AI tools to forecast what will work best for your audience segments and which channels will successfully reach your ideal buyers. Instead of doing guesswork, you rely on your smart tool's conclusions based on historical data, competitive analysis, and predictive analytics. This way, you can personalize your content and appeal to your audience more effectively than if you were using generic content.

Additionally, by enriching your marketing AI stack, you can understand how your audience behaves on social media and what they like to consume. As a result, you provide them with the content types they prefer and drive their engagement.

2. Creating Content

AI-generated content in marketing is flooding the internet right now, and the lack of human emotion is evident. We don't advise you to use your AI workflows to create content without any human oversight. We believe that AI is wonderful for brainstorming ideas, finding high-intent keywords, and creating SEO-optimized outlines. You may even use AI to perform an SEO competitor analysis to see which keywords your competitors are targeting and identify content gaps.

Once you've written your content, you may ask AI to optimize it. Have you used enough keywords and semantically similar words and phrases, and have you added enough internal and external links? We now understand how closely SEO and AI can work to deliver highly optimized content that ranks not only on Google but also in AI search engines.

3. Segmentation And Personalization

Segmentation and audience identification are usually two core aspects of any marketing strategy. Who are you targeting, and how can you expand your reach? The best AI tools can analyze your data to identify new relevant audiences you can target with your campaigns, predict churn rates, and offer segmentation ideas based on your goals. This way, you can identify your ideal buyer personas and personalize your content and messaging based on their varying needs and preferences.

At the same time, AI offers personalization at scale by searching individual client interactions. For example, if someone downloaded an eBook about engagement, they might be interested in employee engagement software. You can then send them a personalized message offering your solution and other similar resources, like articles, webinars, or guides.

4. Campaign Launch

AI workflows usually include automated campaign launches. Let's be honest: launching campaigns manually weekly is time-consuming, as they involve testing and checking for errors. So, this is how it works. You set up a weekly workflow schedule by creating a central configuration node that has all the key information, including account ID, page ID, and pixel ID. Then, AI checks the creatives you've added in your Google Drive folder and uploads them to the Meta ad library. With all the information at hand, the automated workflow creates a campaign with a single ad set, using the pixel ID you want.

Once an ad campaign is created, you may ask your AI tool to add it to a Google Sheet so it can successfully track the performance, and you can check if everything is done correctly.

5. Real-Time Optimization

Measuring marketing performance is necessary in any campaign, and real-time optimization can save you from a bad or mediocre decision. AI-powered ad workflows usually track various SaaS metrics, create reports, and make changes and improvements in real time. They don't require your oversight or decision making to optimize campaigns, as they take action according to trends and insights. Thus, not only do you save time from manually checking reports, but you also make real improvements before wasting your budget on ineffective ad targeting or keyword bidding.

AI Workflow Examples You Can Draw Inspiration From

• ABM Marketing Campaigns

As we said earlier, AI marketing allows you to do personalization at scale, which is exactly what account-based marketing needs. Instead of manually using tools like HubSpot or Salesforce to go through each account's data, you delegate the task to AI tools. They then analyze large data sets in minutes to craft a personalized approach that fits each account's needs based on their industry. AI can also gather insights regarding new customer interactions to help you identify new trends and appeal to other audiences. Therefore, you refine your campaigns and your overall marketing strategy so that it becomes more engaging and can drive more conversions.

• Localized Campaigns

eLearning is global, as it allows people from all corners of the planet to join an educational program, complete a course, or download resources. So, why not include a localization process in your AI marketing stack? Sure, a large percentage of people worldwide speak and understand basic English. However, educational content often discusses complex matters that are hard for non-native speakers to follow, leaving them confused and excluding them from receiving their education.

Asking an AI tool to translate your content and add local nuances is pivotal for expanding your audience and generating high-quality business leads. That said, we advise that you ask a professional translator to check the end result, as AI often makes mistakes and includes biases that could be offensive to other cultures.

• Visual Elements Automation

Content marketing for B2B relies heavily on creating visuals that engage and attract your audience. While you may have a graphic designer on your team, they may not be able to handle the heavy workload. This is where automation comes in to save you. Build an AI workflow that creates captivating material in minutes. You can leverage the best AI tools in marketing to publish posts on social media, publish campaigns quickly, and feature images in your articles. Plus, you can update your product pages as often as you want.

• Ad Spend Optimization

Apart from trying to get indexed on AI search engines, creating ads is probably one of your top priorities right now. The digital landscape is quite saturated, as buyers consume hundreds of ads every week. So, to better optimize your campaigns and not waste your entire budget on a wrong decision, let AI marketing tools handle your ad spend and make alterations in real time. AI goes through thousands of relevant data points to understand what your audience cares about, pinpoint specific segments that are potential buyers, and analyze the relevancy of your content. Essentially, it identifies trends and opportunities that might increase conversions and redistributes your budget wisely based on what works, so you don't waste money.

• Automated Outreach

How much time would you need to identify high-intent website visitors and send them relevant content and resources? AI workflows help you realize who your targeted leads are, qualify them in real time, and trigger personalized outreach to keep them engaged. If you were to do all that manually, it would take you days to process all the data and send hundreds of emails. To create such a B2B automation workflow, choose your triggers, meaning key pages such as your demo, pricing, and free trial landing pages.

Then, let your AI marketing tool analyze these visits to check whether they fit your buyer persona characteristics, like company size, location, and industry. Once you have your list, find the decision-makers at these companies so you can initiate your outreach.

• Send Targeted Content

One of the top applications of Artificial Intelligence in marketing is sending personalized content to highly valuable leads. Based on their unique interactions with your website and their needs, let AI craft compelling messaging. For example, if a potential buyer visited your LMS pricing page, you may send them an email with a blog post talking about your product's offerings. Or you may send them an invitation for your upcoming webinar, where you will have the opportunity to present yourself as an expert and get to know their pain points. Moreover, you may ask them if they are interested in booking a call to discuss their case.

4 AI Tools You Can Use To Build Your Processes

1. Content Creation

Whether you are using AI to generate content from scratch, identify high-intent keywords, or for SEO AI optimization, your AI workflows could use tools like Jasper, Copy.ai, Surfer SEO, HubSpot, and Grammarly. HubSpot is best for crafting your strategy, while Grammarly helps you edit and proofread your content.

2. Visuals

ChatGPT, Canva, Midjourney, Reve, and Adobe Firefly are a few of the best options for generating images. For video generation, Synthesia, Sora, Capsule, Runway, and Descript are amazing. With Synthesia, you can even create your own avatar, using your voice and face to create a realistic image, while with Descript, you can edit your video by editing the script.

3. Analytics

To rank in AI search engines and help your business grow, you must gather and analyze as much data as possible. Tools like Domo, Microsoft Power BI, Tableau, Qlik, and IBM Cognos Analytics can help you do that efficiently. While automation can be lifesaving, we strongly recommend that you keep an experienced analyst on your team so they can double-check everything before your campaigns go live.

4. Workflows

Sales and marketing workflow AI automation requires the right tools. From our research, Salesforce Einstein GPT, Trello, Zapier, Asana, Google Cloud AI, Intuit Mailchimp, and Adobe Sensei are ideal based on your specific needs. Before purchasing a tool, take a look at your current processes and note down which tasks you'd like to automate. It's easy to get carried away and automate tasks that are better handled manually.

Common Pitfalls To Look Out For

• Biases

In Machine Learning (ML), we often see bias and prejudice, which manifest as assumptions. But how can this affect your multichannel AI campaigns? AI studies historical data to study what worked in the past for you and picks up your past biases. So, if you segment audiences based on biases, AI will probably do the same, leading to ineffective targeting. Imagine leaving out of your campaign certain audiences that could easily turn into paid customers.

• Compliance

Let's say you use AI automation to create various demand generation campaigns, including emails. You segment your audience, send personalized emails, and get more customers thanks to AI-generated content. However, AI doesn't filter out unsubscribed users and reuses data from third-party APIs without mentioning it. You may think that AI is doing all that on its own since it can serve as a watchdog, but in certain cases, it can be a wild card.

• Hallucinations

While AI workflows can be of tremendous use, smart tools often hallucinate, generating incorrect or illogical information. But why does this happen? Sometimes, overly complex data doesn't clear things up for AI but instead confuses it even further. When AI doesn't understand the context of your task, it will complete it, making severe mistakes. In addition, if you don't update the AI model with fresh information, it will make decisions based on outdated intelligence.

Key Takeaway

The AI era is here, and it's not going anywhere any time soon. AI workflows are not an enemy. Our suggestion is not to get rid of your team members and let AI take care of business. While many businesses have done and will do exactly that, our belief is that talented people will help your business grow with the tremendous help of AI. If they need to take AI training courses to master AI tools, then offer them that. This way, they will have a much easier time generating content ideas and outlines, creating visuals, analyzing data, and publishing groundbreaking campaigns.

So, trust marketing workflow tools to track campaign performance, optimize your ad spend in real time, send targeted content, and improve your segmentation. But an AI tool is only as good as the data you feed it. If you let biases and misconceptions enter its space, the content produced will generate more frustration than conversions.