How Life Science Sales and Marketing Will Evolve with Artificial Intelligence
Ethan Kopit assures me that artificial intelligence is going to make our jobs easier and more interesting. Rather than replacing us, it’s going to automate the routine tasks we shouldn’t be spending time on anyway. And it will help us do some things that just aren’t possible right now.
AI depends on machine learning. This is where it gets exciting. Think of a desired outcome. A machine (computer) can analyze a data set and make a recommendation to get you there. Want to know when to reach out to a customer? A computer can tell you. Want more emails opened? You probably have the data to do that.
I tend to think of data as rows and columns on spreadsheets. But it doesn’t have to be. It turns out, your email archive probably has enough data in it to give you those answers, but it would take any human months to see the answer.
Lead qualification is tough for both marketers and sales people. Marketing automation systems can score prospects on interactions with your website and emails. Now imagine when AI is running Google searches and looking through LinkedIn to generate a more complete picture and a recommendation based on interest, activity, connections etc. How much time would that save?
Ethan shared a vision of the future where “rather than act as a piece of the system, your role was to orchestrate the system, sitting at the center trying to figure out a better way to do things.” Think about how different it would be “using machines to collect data or run experiments, analyze data, and do something that neither the human nor the machine could do without one another. ”
As I write this, scenes from several sci-fi movies are flashing through my head. Except instead of exploring alien worlds, now they’re about marketing and sales.
About My Guest …
Ethan Kopit is a co-founder of Acenna Data.
Acenna uses machine learning to drive meaningful sales conversations with customers in research labs.
