If your company is about to launch a game-changing software, you probably don't need to be sold on the value of technology in the modern marketplace.
But technologies like AI aren't just effective product components; they can help put those products into customers’ hands (or onto their computers).
Kuno Creative understands that AI’s role in tech marketing is increasingly significant and we can help your company leverage it for a successful tech product launch.
AI in tech marketing ensures relevant campaigns via personalized advertising, personalized product or service recommendations and even personalized CTAs throughout your website, blog content and emails.
Personalized interactions aren't just nice-to-offers: 71% of consumers expect them, according to a 2021 McKinsey report, and 76% become frustrated if they don't get them.
How do you get to know someone well enough to personalize your marketing for them? Through AI, of course.
Customer segmentation, which can be facilitated by AI-powered tools like Qualtrics or HubSpot CRM, is a powerful way to reach the right customers through the right channels, and to respond to specific needs or challenges a particular group of customers might have.
Segmentation played a defining role in Kuno Creative’s marketing campaign for FujiFilm Australia. The imaging technology company wanted to target its then-new Instax camera toward a younger demographic, with a campaign goal of attracting new contacts. Kuno helped the company accomplish this – to the tune of 13,335 new contacts – primarily through Facebook and Instagram ads.
With the advent of generative AI applications like ChatGPT and Google's Gemini, content generation is probably one of the most well-known use cases for AI in tech marketing.
In personalized AI-driven content, a human marketer writes “control copy” that conveys the basic message a company wants to relay. AI tools can then engineer that copy into many different permutations, using algorithms to determine words that are likely to stir emotion and have an impact. A selection of these AI-augmented messages can then be deployed for in-market testing. Some of this functionality is included in HubSpot’s new Content Hub.
AI can also be instrumental in ensuring brand consistency among content written by multiple marketers, as well as creating and refining content to maximize SEO, as was one focus of Kuno's marketing drive for flower retailer Just Add Ice.
An AI chatbot can schedule a demo. An AI-driven workflow can send a consultation reminder text message or an email walking a customer through new software upgrades. AI can purchase and place advertising based on audience segmentation. But only a human can gauge a prospective buyer's tech savvy, for example, and explain to them – in terms that make sense to them – why an ERP with dozens of native applications might be a better choice than a competing ERP with more third-party applications.
Sometimes, AI in tech marketing is less about campaigns and content and more about freeing up teams for the human interaction that customers still desire – at least according to more than 30% of respondents to a 2022 PwC survey.
AI’s claim to fame is its ability to take huge swaths of data and digest it for human audiences, making lead scoring and qualification AI's chance to shine.
HubSpot boasts tools for both traditional and predictive lead scoring using up to 25 scoring systems. Predictive lead scoring, powered by machine learning, takes a tedious, time-consuming task away from salespeople who could otherwise be closing deals or engaging with customers on a deeper level. Not only that, but AI-powered lead scoring sucks the subjectivity out of the process. AI tools create an “ideal customer” profile based solely on past buying behavior. The closer a customer comes to fitting the profile, the higher they go on the contact list. The end – no inevitable human biases involved.
When a Cleveland-based medical device manufacturer began using HubSpot at Kuno Creative’s recommendation, they learned the value of nurturing relationships with qualified leads vs. wasting time on unqualified ones – and got an 1,100% increase in customers to show for it.
Leads are great. New contacts are great. But without a way to organize them, it's all just clutter. Say your tech product launch is for construction project management software. If your CRM is equipped with AI, it will almost certainly feature natural language processing (NLP). Instead of inputting some complicated formula to find out which of your company's clients are in the construction industry, users can simply type a question to their CRM's chatbot, just as they would to a co-worker or assistant.
HubSpot has elegantly integrated AI into its CRM offerings. Having achieved HubSpot CRM Implementation Accreditation, Kuno Creative has helped plenty of clients streamline their CRM systems and processes so they can spend less time sifting through contacts and more time engaging with them.
Next quarter is too late to learn that the marketing campaign for your new product is falling flat or that the software is buggy. Even next week is too late. By then, your product could be grounded before it ever had a chance to take off.
A key contribution of AI in tech marketing is that it can deliver actionable data in real time. If sales in one geographic region on product launch day are drastically lower than for others, for example, it might mean your marketing content isn’t hitting home for that particular area. Your team can then tweak the materials to better reflect regional linguistic styles (another task AI can assist with, incidentally), and see if these adjustments bring sales up to speed. What you don't have to do is wait for quarterly sales reports to find out that – oops! – sales fell flat on their faces in the southern U.S. Better luck with the next launch!
AI in tech marketing is at its best not when it replaces human interaction but when it facilitates and enhances it through methods like:
You can also combine things like automated social media engagement with personalized ads, as when Kuno helped a manufacturer generate $370,000 in revenue from Facebook ads retargeting consumers with abandoned carts.
Mindfully leveraged automation allows human workers to deploy their unique talents toward value-add tasks, all while keeping customers consistently engaged with your product and your company.
AI-powered chatbots, besides answering simple questions and routing complex ones to human personnel, can also help drive your overall personalization effort by taking web forms to the next level. Forms might feel restrictive for some consumers, but AI chatbots can use NLP to directly engage with customers and gain greater insights into their values and needs.
HubSpot has offered an AI chatbot builder for several years, and it's only become more refined and capable as generative AI has evolved. In fact, Forbes Advisor named it the most user-friendly chatbot builder of 2024. As a Diamond HubSpot partner – and a chatbot user ourselves – Kuno Creative can help build AI chatbots that reflect your brand’s tone.
The key performance indicators (KPIs) that determine the success of AI in tech marketing aren’t that much different than traditional marketing strategies. These include metrics like:
Kuno Creative works together with clients to determine which KPIs are the most important to them. We monitor them consistently using tools like HubSpot, Semrush, Google Analytics and Google Ads and keep in regular communication with our clients to tweak and reoptimize campaigns as needed.
At Kuno Creative, we know how hard you've worked to create a quality tech product, and we'll work just as hard to help you raise awareness of it through expert marketing strategies. We’ll help you shape the story of your product, strategize a go-to-market plan, bring your team together to rally around the launch, and continually optimize your marketing strategy based on a carefully curated set of KPIs.
Kuno combines more than 20 years’ worth of marketing expertise with a willingness to leverage innovations like AI in tech marketing in ways that drive success for our clients across industries.
