54 Artificial Intelligence Powered Marketing Tools

AI Powered Marketing Tools

The expression, “Marketers are data rich and insight poor” is more true today than ever.

Marketers all over the world are working to optimize marketing operations and effectiveness using their abundance of data. Many are turning to tools and platforms powered by artificial intelligence and machine learning. AI promises to make sense of all the dark data companies are sitting on as well as structured and unstructured data online to surface insights about customer behaviors, opportunistic content and emotional triggers to inspire conversions.

In an age of too many choices, increased competition for customer attention requires every advantage to optimize for reach, engagement and conversion. Marketers are using AI to automate and optimize their marketing because that’s what it will take to meet customer appetite for personalized experiences.

  • In a study by Smart Insights, AI and Machine Learning were rated the #3 marketing activity that will make the largest commercial impact on business in 2018.
  • Another study by Salesforce found that high-performing marketing teams are more than 2 times as likely to use AI in their campaigns than under-performers.

What are marketers doing with AI? Areas of focus include advertising automation and optimization, chat bots for service and assisting in sales, and content personalization to name a few.

Chat apps and bots are increasingly being used beyond light customer service to engage customers during the sales process. In fact, 1.82 billion people worldwide are projected to use a chat app in 2018 and by 2020, customers will manage 85% of their relationship with the enterprise without interacting with a human.

Make no mistake, the artificial intelligence platform market is growing fast: it’s estimated to be worth $9.88 billion by 2022.

As Josh Nite mentioned in his recent post, “This changes everything. AI is transforming digital marketing.” From A to Z and then some, here are 54 tools that leverage artificial intelligence and machine learning to make your marketing smarter, more efficient and effective.

Acquisio Turing – A set of 30 high frequency predictive algorithms working together to ingest search marketing campaign data across platforms. Data such as seasonality, times of day, times of week, location, positioning, ad platform, campaign and others enable the platform to self-learn and make smart bid and budget decisions in real-time. @acquisio

Acrolinx – Built on an advanced linguistic analytics engine, this software platform “reads” content and guides writers to make it better. @Acrolinx

Albert – An autonomous platform that uses AI: predictive analytics, machine learning, natural language processing and other proprietary algorithms to execute seamlessly across all channels, paid and non-paid, including email, mobile, social, search and display. @albertaimktg

Atomic Reach – Delivers a deep understanding of what makes your content perform and how to perfect it. @Atomic_Reach

Automat -AI and machine-learning technology that helps brands deliver messaging experiences that are tailor made for each individual consumer and dynamically optimizes conversion for the best results. @automat_inc

Bloomreach – An open and intelligent platform for businesses to build, extend, personalize, analyze, test and optimize their digital experiences across all channels. @bloomreachinc

Boost Linquistics – AI-powered platform for your team to drive revenue by personalizing search and browse experiences at scale and AI to improve site structure, content, and landing pages, maximizing SEO at scale and driving traffic. @boost_ling

CaliberMind – Connects, unlocks, and activates data to help high-growth B2B SaaS organizations to acquire new buyers, grow revenue, and improve the customer experience. @calibermind

CONCURED – Uses AI to analyze people’s behavior towards content at scale in order to prescribe what you should create next to maximize engagement and ROI. @concured

Conversica – AI Sales Assistant helps companies find and secure customers more quickly and efficiently by automatically contacting, engaging, qualifying and following up with leads via natural, multi-channel, two-way conversations. @myconversica

CORTEX – A social media content optimization platform for marketers and agencies to continuously improve post engagement. @meetcortex

Crayon – Market and competitive intelligence tools to track, analyze, and act on everything happening outside of the four walls of your business. @Crayon

Datorama – One Platform for all marketing data, investments, KPIs, and decisions to connect data, report across channels and campaigns, and surface the right insights instantly. @Datorama

Demandbase ABM – A comprehensive set of ABM solutions driven by artificial intelligence: platform, targeting, engagement, conversion. @Demandbase

Drift – A conversational marketing and sales platform (chatbot) that connects your business with the best leads in real-time. Like a virtual assistant for your website, Drift lets you turn any conversation into a conversion. @drift

Emarsys – Understand each contact as an individual customer and execute highly personalized campaigns at scale with AI solutions. @emarsys

FindTheRipple – The AI-driven platform supporting marketers in creating content with impact, finding untapped trends and resonating digital assets for target audiences. @findtheripple

Genie – AI-powered recommendation engine from Grey Jean Technologies that provides accurate predictions of consumer purchase behavior. @getgenie

Google Cloud AI – Build chat bots, do analysis of video, images and text. @gcpcloud

HubSpot – Content Strategy Tool helps marketers discover and validate new content ideas that perform well. @hubspot

IBM Watson – Cognitive marketing platform that provides journey pattern analysis, real-time personalization, marketing insights, weather effects and cognitive tagging. @IBMforMarketing

Idio – Demand Orchestration platform that learns from each interaction to improve engagement and accelerate demand at large B2B enterprises. Automates 1:1 engagement with target accounts, at scale & across all digital channels. @idioplatform

Intellyo – The Creator Engine leverages machine learning and data-driven analytics to automatically tell you which actions to take to build quality into your content. Features include topic research, workflow management, content quality analyzer and customizable service integrations. @intellyo

Invoca – Enables granular campaign attribution to understand why customers are calling, gain real-time intelligence about who’s calling and analyze what’s being said in conversations. @invoca

Jetlore – Artificial intelligence-powered “learning to rank” technology that helps retailers build stronger customer loyalty, higher conversions and increased revenues. @Jetlore

KYNDI – Explainable Artificial Intelligence platform for government, financial services, and healthcare with AI products that analyze massive amounts of data, making organizations and people 100X smarter, 100X faster. @kynditech

Lexalytics – Text Analytics & Survey Analysis with customizable Sentiment Analysis, Categorization & Named Entity Extraction. Platform leverages machine learning, artificial intelligence and natural language processing to allow enterprises to create custom analytics solutions to address their unique data problems. @lexalytics

LiftIgniter – Machine learning personalization recommendation and discovery engine enables every website and app to have a 1:1 “conversation” with users. @liftigniter

Lucy – Solution from Equals 3 powered by Watson. Lucy delivers insightful conclusions, refined segmentation analysis, killer marketing plans, and world-conquering media strategies. @equals3ai

Market Brew – Artificial Intelligence Platform for SEO Teams. @mktbrew

MarketMuse – AI-powered research assistant that accelerates content creation and optimization so you can win in organic search. @MarketMuseCo

Motiva AI – Learns to adapt your messaging to customers automatically and delivers better engagement, at any scale. @MotivaHQ

Nudge – Access new accounts, analyze deal risk, and measure account health – powered by relationship intelligence. @nudgeai

Onespot – Technology platform for personalizing content marketing across digital channels. @onespot

Oribi – Simplifies analytics to enable marketing and product teams to get valuable data without any help from developers. @getoribi

PaveAI – Turns Google Analytics data in actionable insights + reports with our data science AI algorithm. @paveai

Path – An intelligent messaging platform that helps businesses generate more leads, close sales faster, and improve client service. @chat_path

People.ai – Automatically capture all sales activity to drive intelligent sales management and marketing insights. @ppl_ai

Persado – AI generated language that resonates the most with any audience, segment or individual. @persado

Phrasee – Enterprise marketing solution that uses artificial intelligence to generate brand compliant marketing language on a client-to-client basis. @phrasee

Quill by Narrative Science – Powered by Advanced Natural Language Generation, Quill is an intent-driven system that automatically transforms data into Intelligent Narratives at scale, in conversational language anyone can understand. @narrativesci

Rocco – AI powered social media marketing agent that will suggest fresh content that your followers are likely to engage with. @Rocco_Ai

Salesforce Einstein – A layer of artificial intelligence that delivers predictions and recommendations based on your unique business processes and customer data. @salesforce

Sentient Ascend – A patented AI Conversion Optimization solution that mimics biological evolution, enabling it to quickly learn, adapt and react to determine the best performing design from the building blocks you provide. @sentientdai

Smartly – Facebook and Instagram advertising automation and optimization platform with machine learning. @smartlyio

SmartKai – AI-powered assistant that manages your social media marketing. @thesmartkai

Stackla – AI-powered enterprise platform to discover, manage and display the most engaging user generated visual content across all marketing touchpoints. @stackla

The Grid – Molly, a AI-powered web design platform uses machine learning combined with constraint-based design and flow-based programming to make form dynamically adapt to content. @thegrid

Unmetric – Xia provides AI powered social media marketing insights to create compelling content. @unmetric

Vestorly – Vestorly uses artificial intelligence to build personalized touch points with news, blogs, or your own content. @vestorly

Wordsmith – Solution from Automated Insights that uses natural language generation to convert data into content. @ainsights

X.ai – An artificial intelligence personal assistant who schedules meetings for users. @xdotai

Yseop – Artificial intelligence software writes and explains data in six languages using natural language generation. @YseopAI

ZetaHub – Marketing Automation powered by AI. @zetaglobal

There you have it. 50 plus tools that leverage artificial intelligence for marketing. For your convenience, I’ve made a list of all Twitter accounts on this AI Marketing Tools list here, in case you want to follow the category easily.

Whether you’re trying to get more out of existing marketing software like analytics or automate content generation or boost your ability to understand customer behavior for better personalization, there’s a tool or platform for you.

At the same time, very few of these AI powered marketing solutions are “set it and forget it”.  They still need humans for optimal performance. That’s why I like the expression “Augmented Intelligence” as a reflection of how people and technology can work together for more optimized marketing. And when it comes to marketing people, I don’t know any better than the team I get work with at TopRank Marketing.

What AI powered marketing tools did I miss? Which do you use? Please share in the comments.

How to Boost Bookings & Conversions with Google Posts: An Interview with Joel Headley

Have you been exploring all the ways you might use Google Posts to set and meet brand goals?

Chances are good you’ve heard of Google Posts by now: the micro-blogging Google My Business dashboard feature which instantly populates content to your Knowledge Panel and individual listing. We’re still only months into the release of this fascinating capability, use of which is theorized as having a potential impact on local pack rankings. When I recently listened to Joel Headley describing his incredibly creative use of Google Posts to increase healthcare provider bookings, it’s something I was excited to share with the Moz community here.


Joel Headley

Joel Headley worked for over a decade on local and web search at Google. He’s now the Director of Local SEO and Marketing at healthcare practice growth platform PatientPop. He’s graciously agreed to chat with me about how his company increased appointment bookings by about 11% for thousands of customer listings via Google Posts.

How PatientPop used Google Posts to increase bookings by 11%

Miriam: So, Joel, Google offers a formal booking feature within their own product, but it isn’t always easy to participate in that program, and it keeps users within “Google’s walled garden” instead of guiding them to brand-controlled assets. As I recently learned, PatientPop innovated almost instantly when Google Posts was rolled out in 2017. Can you summarize for me what your company put together for your customers as a booking vehicle that didn’t depend on Google’s booking program?

Joel: PatientPop wants to provide patients an opportunity to make appointments directly with their healthcare provider. In that way, we’re a white label service. Google has had a handful of booking products. In a prior iteration, there was a simpler product that was powered by schema and microforms, which could have scaled to anyone willing to add the schema.

Today, they are putting their effort behind Reserve with Google, which requires a much deeper API integration. While PatientPop would be happy to provide more services on Google, Reserve with Google doesn’t yet allow most of our customers, according to their own policies. (However, the reservation service is marketed through Google My Business to those categories, which is a bit confusing.)

Additionally, when you open the booking widget, you see two logos: G Pay and the booking software provider. I’d love to see a product that allows the healthcare provider to be front and center in the entire process. A patient-doctor relationship is personal, and we’d like to emphasize you’re booking your doctor, not PatientPop.

Because we can’t get the CTAs unique to Reserve with Google, we realized that Google Posts can be a great vehicle for us to essentially get the same result.

When Google Posts first launched, I tested a handful of practices. The interaction rate was low compared to other elements in the Google listing. But, given there was incremental gain in traffic, it seemed worthwhile, if we could scale the product. It seemed like a handy way to provide scheduling with Google without having to go through the hoops of the Maps Booking (reserve with) API.

Miriam: Makes sense! Now, I’ve created a fictitious example of what it looks like to use Google Posts to prompt bookings, following your recommendations to use a simple color as the image background and to make the image text quite visible. Does this look similar to what PatientPop is doing for its customers and can you provide recommendations for the image size and font size you’ve seen work best?

Joel: Yes, that’s pretty similar to the types of Posts we’re submitting to our customer listings. I tested a handful of image types, ones with providers, some with no text, and the less busy image with actionable text is what performed the best. I noticed that making the image look more like a button, with button-like text, improved click-through rates too — CTR doubled compared to images with no text.

The image size we use is 750×750 with 48-point font size. If one uses the API, the image must be square cropped when creating the post. Otherwise, Posts using the Google My Business interface will give you an option to crop. The only issue I have with the published version of the image: the cropping is uneven — sometimes it is center-cropped, but other times, the bottom is cut off. That makes it hard to predict when on-image text will appear. But we keep it in the center which generally works pretty well.

Miriam: And, when clicked on, the Google Post takes the user to the client’s own website, where PatientPop software is being used to manage appointments — is that right?

Joel: Yes, the site is built by PatientPop. When selecting Book, the patient is taken directly to the provider’s site where the booking widget is opened and an appointment can be selected from a calendar. These appointments can be synced back to the practice’s electronic records system.

Miriam: Very tidy! As I understand it, PatientPop manages thousands of client listings, necessitating the need to automate this use of Google Posts. Without giving any secrets away, can you share a link to the API you used and explain how you templatized the process of creating Posts at scale?

Joel: Sure! We were waiting for Google to provide Posts via the Google My Business API, because we wanted to scale. While I had a bit of a heads-up that the API was coming — Google shared this feature with their GMB Top Contributor group — we still had to wait for it to launch to see the documentation and try it out. So, when the launch announcement went out on October 11, with just a few developers, we were able to implement the solution for all of our practices the next evening. It was a fun, quick win for us, though it was a bit of a long day. 🙂

In order to get something out that quickly, we created templates that could use information from the listing itself like the business name, category, and location. That way, we were able to create a stand-alone Python script that grabbed listings from Google. When getting the listings, all the listing content comes along with it, including name, address, and category. These values are taken directly from the listing to create Posts and then are submitted to Google. We host the images on AWS and reuse them by submitting the image URL with the post. It’s a Python script which runs as a cron job on a regular schedule. If you’re new to the API, the real tricky part is authentication, but the GMB community can help answer questions there.

Miriam: Really admirable implementation! One question: Google Posts expire after 7 days unless they are events, so are you basically automating re-posting of the booking feature for each listing every seven days?

Joel: We create Posts every seven days for all our practices. That way, we can mix up the content and images used on any given practice. We’re also adding a second weekly post for practices that offer aesthetic services. We’ll be launching more Posts for specific practice types going forward, too.

Miriam: Now for the most exciting part, Joel! What can you tell me about the increase in appointments this use of Google Posts has delivered for your customers? And, can you also please explain what parameters and products you are using to track this growth?

Joel: To track clicks from listings on Google, we use UTM parameters. We can then track the authority page, the services (menu) URL, the appointment URL, and the Posts URL.

When I first did this analysis, I looked at the average of the last three weeks of appointments compared to the 4 days after launch. Over that period, I saw nearly an 8% increase in online bookings. I’ve since included the entire first week of launch. It shows an 11% average increase in online bookings.

Additionally, because we’re tracking each URL in the knowledge panel separately, I can confidently say there’s no cannibalization of clicks from other URLs as a result of adding Posts. While authority page CTR remained steady, services lost over 10% of the clicks and appointment URLs gained 10%. That indicates to me that not only are the Posts effective in driving appointments through the Posts CTA, it emphasizes the existing appointment CTA too. This was in the context of no additional product changes on our side.

Miriam: Right, so, some of our readers will be using Google’s Local Business URLs (frequently used for linking to menus) to add an “Appointments” link. One of the most exciting takeaways from your implementation is that using Google Posts to support bookings didn’t steal attention away from the appointment link, which appears higher up in the Knowledge Panel. Can you explain why you feel the Google Posts clicks have been additive instead of subtractive?

Joel: The “make appointment” link gets a higher CTR than Posts, so it shouldn’t be ignored. However, since
Posts include an image, I suspect it might be attracting a different kind of user, which is more primed to interact with images. And because we’re so specific on the type of interaction we want (appointment booking), both with the CTA and the image, it seems to convert well. And, as I stated above, it seems to help the appointment URLs too.

Miriam: I was honestly so impressed with your creativity in this, Joel. It’s just brilliant to look at something as simple as this little bit of Google screen real estate and ask, “Now, how could I use this to maximum effect?” Google Posts enables business owners to include links labeled Book, Order Online, Buy, Learn More, Sign Up, and Get Offer. The “Book” feature is obviously an ideal match for your company’s health care provider clients, but given your obvious talent for thinking outside the box, would you have any creative suggestions for other types of business models using the other pre-set link options?

Joel: I’m really excited about the events feature, actually. Because you can create a long-lived post while adding a sense of urgency by leveraging a time-bound context. Events can include limited-time offers, like a sale on a particular product, or signups for a newsletter that will include a coupon code. You can use all the link labels you’ve listed above for any given event. And, I think using the image-as-button philosophy can really drive results. I’d like to see an image with text Use coupon code XYZ546 now! with the Get Offer button. I imagine many business types, especially retail, can highlight their limited time deals without paying other companies to advertise your coupons and deals via Posts.

Miriam: Agreed, Joel, there are some really exciting opportunities for creative use here. Thank you so much for the inspiring knowledge you’ve shared with our community today!


Ready to get the most from Google Posts?

Reviews can be a challenge to manage. Google Q&A may be a mixed blessing. But as far as I can see, Posts are an unalloyed gift from Google. Here’s all you have to do to get started using them right now for a single location of your business:

  • Log into your Google My Business dashboard and click the “Posts” tab in the left menu.
  • Determine which of the options, labeled “Buttons,” is the right fit for your business. It could be “Book,” or it could be something else, like “Sign up” or “Buy.” Click the “Add a Button” option in the Google Posts wizard. Be sure the URL you enter includes a UTM parameter for tracking purposes.
  • Upload a 750×750 image. Joel recommends using a simple-colored background and highly visible 42-point font size for turning this image into a CTA button-style graphic. You may need to experiment with cropping the image.
  • Alternatively, you can create an event, which will cause your post to stay live through the date of the event.
  • Text has a minimum 100-character and maximum 300-character limit. I recommend writing something that would entice users to click to get beyond the cut-off point, especially because it appears to me that there are different display lengths on different devices. It’s also a good idea to bear in mind that Google Posts are indexed content. Initial testing is revealing that simply utilizing Posts may improve local pack rankings, but there is also an interesting hypothesis that they are a candidate for long-tail keyword optimization experiments. According to Mike Blumenthal:

“…If there are very long-tail phrases, where the ability to increase relevance isn’t up against so many headwinds, then this is a signal that Google might recognize and help lift the boat for that long-tail phrase. My experience with it was it didn’t work well on head phrases, and it may require some amount of interaction for it to really work well. In other words, I’m not sure just the phrase itself but the phrase with click-throughs on the Posts might be the actual trigger to this. It’s not totally clear yet.”

  • You can preview your post before you hit the publish button.
  • Your post will stay live for 7 days. After that, it will be time to post a new one.
  • If you need to implement at scale across multiple listings, re-read Joel’s description of the API and programming PatientPop is utilizing. It will take some doing, but an 11% increase in appointments may well make it worth the investment! And obviously, if you happen to be marketing health care providers, checking out PatientPop’s ready-made solution would be smart.

Nobody likes a ball-hog

I’m watching the development of Google Posts with rapt interest. Right now, they reside on Knowledge Panels and listings, but given that they are indexed, it’s not impossible that they could eventually end up in the organic SERPs. Whether or not that ever happens, what we have right now in this feature is something that offers instant publication to the consumer public in return for very modest effort.

Perhaps even more importantly, Posts offer a way to bring users from Google to your own website, where you have full control of messaging. That single accomplishment is becoming increasingly difficult as rich-feature SERPs (and even single results) keep searchers Google-bound. I wonder if school kids still shout “ball-hog” when a classmate refuses to relinquish ball control and be a team player. For now, for local businesses, Google Posts could be a precious chance for your brand to handle the ball.