1. Utilizing Marketing
Automation and Artificial
Intelligence
Greenville
HUG

2. Let's Connect
linkedin.com/in/egarciavaz
boundify.io/demand-gen-studio
EMILIO GARCIA
Managing Partner,
Boundify
Greenville
HUG

3. Let's Connect
linkedin.com/in/gabriela-garcia-
137b77246/
GABRIELA GARCIA
Demand Generation
Specialist, Boundify
Greenville
HUG

4. Table of Contents
● Introduction
● Why Use Marketing Automation and Artificial Intelligence in Inbound
Marketing?
● Internal Processes: What to Prioritize When Implementing Marketing
Automation and Artificial Intelligence
● Customer-Facing Processes: What to Prioritize When
Implementing Marketing Automation and Artificial Intelligence

5. Marketing automation and AI help:
1. Increase customer experience and satisfaction.
1. Streamline productivity and efficiency.
1. Empower scalability.
1. Give you more insight.

7. say AI is very or critically
important to marketing.
say they think more than
½ of their work will be
automated in the next 5
years.
think at least ¼ of their
work will be automated in
the next 5 years.
52 %
According to the Marketing AI Institute:
43 % 80 %

8. Internal Processes: What to Prioritize When
Implementing Marketing Automation and
Artificial Intelligence
Landing Page?

9. Internal Processes
Consider
1. Data hygiene
2. Tech stack organization
3. Cadence and content

10. Data Hygiene
The process of ensuring all incorrect, duplicate, or unused
data is properly classified and migrated into the
appropriate lifecycle stage for storage, archival, or
destruction on an ongoing basis through automated
policy enforcement

11. People are protective
of their privacy, while
also wanting their
experiences to be
highly personalized.
Data privacy

12. Statistics on Data Decay
of B2B data
deteriorates each
year.
of individuals
move
into different
roles within
their companies.
of all telephone
numbers change
each year.
70%
60%
18%

13. • InCycle
• ZoomInfo
• ClearBit
• Gong
• HubSpot
Tools That Help With Data Hygiene

14. Technology Stack (tech
stack)
Organizing your
tech stack
A grouping of
technologies that
marketers leverage to
conduct and improve
their marketing
activities
Ask yourself: does your
technology
speak to each other?

15. Automating tasks or
employing AI without a
clear vision or goals is
just more tasks.
Cadence and content
Set your
automation to a
strategy and
calendar.

16. Customer-Facing Processes:What to Prioritize When
Implementing Marketing Automation and Artificial
Intelligence

17. Two Focus Areas:
● Strategizing: Cadence,
Content and Availability
● Humanizing

18. Think about things like the
accuracy of your content, the
level of personalization to the
individual, and the timing of
your messaging in conjunction
to lead nurturing.
Strategizing: Cadence and Content

19. Tools for Customer Personalization on Website
• BrightInfo
• Everage
• Sitespect
• HubSpot

20. ● You can use marketing
automation & AI to delight
your customers by ensuring
you are ready to respond.
Strategizing: Availability
Chatbots were
able to resolve
customer issues
from start to finish
68.9% of the time.
68.9%

21. Whether it’s your first time using this product, or you’re looking to build up
your skills around it, we’ve got the best resources for you to get started.
Getting Started
Education: Help Articles:
● Tool: Marketing Automation Tools
● Podcast: AI in Business Podcast
● Knowledge Article: The Ultimate Beginner’s Guide to AI
in Marketing
● Academy: What is Marketing Automation?
● Academy: Building an Effective Automation Strategy in
HubSpot
● HubSpot AI (Beta): HubSpot AI (Beta)

22. Thursday, October 12, 2023, 10:00 – 11:00 AM EDT
Learn from Emilio, who will share invaluable insights on the latest marketing and sales
strategies, technological advancements, and customer-centric approaches from Inbound
2023.
Save The Date
Inbound 2023 Experiences

23. Thank you