The AI boom is officially here. Yet, many businesses are still trying to figure out how to best use AI across their marketing—from initial brainstorming to campaign measurement.

At the recent Infinite Canvas Summit hosted by DolFinContent, marketing leaders explored how AI can scale not just design, but marketing operations at large.

Thanks to the insights of our expert hosts, Saima Rashid, SVP of Marketing and Revenue Analytics at 6sense, and Lauren Crichton, Marketing Director at Sana, we now have a clearer roadmap.

Here, we dive into five proven ways to scale marketing with AI for 2024 and beyond.

In This Article:

• The Evolution of AI in Marketing
• Four Core Benefits of Scaling Marketing With AI
• Five Ways to Scale Marketing With AI in 2024
• Future Trends for AI-Powered Marketing
• Transform Your Marketing Strategy With DolFinContent's AI Solutions

The Evolution of AI in Marketing

Through completing over 1,000 AI design and marketing projects, DolFinContent has learned firsthand how AI—when combined with human expertise—can save money, time, and resources.

Internally, DolFinContent has successfully integrated AI into creative workflows and marketing operations, improving control while maximizing output efficiency. But the journey to mastering AI is ongoing.

As Crichton emphasized during the Infinite Canvas event, we cannot assume we have all the answers about AI yet. However, the key lies in balancing human experience with AI technology.

This balance is the foundation for successfully scaling marketing using AI tools like large language models, generative AI, and automated prompts.

Four Benefits of Scaling Marketing With AI

There are countless advantages to using AI for marketing, but here are four of the most impactful:

1. Increased Efficiency

AI automates repetitive marketing tasks, saving time and reducing operational costs. IBM found that 54% of companies are already realizing efficiency gains through AI automation. Whether handling data entry, A/B testing, or audience segmentation, AI speeds up critical processes.

2. Enhanced Personalization

Marketing today demands personalization. AI makes it possible to customize content and offers at scale. According to Twilio Segment’s “State of Personalization Report 2024,” 92% of businesses using AI personalization are seeing measurable growth.

3. Improved Data Analysis

AI removes barriers to complex data interpretation. Algorithms can uncover hidden patterns, predict customer behavior, and provide actionable insights far faster than traditional manual analysis.

4. Reduced Operational Costs

Once integrated, AI often reduces marketing operational costs significantly. Studies show that 28% of companies cut costs by 10% through AI adoption, and some saw savings upwards of 20%.

Five Ways to Scale Marketing With AI in 2024

At the Infinite Canvas Summit, Rashid and Crichton shared firsthand how AI is already helping companies scale marketing efforts.

1. Implement End-to-End AI-Driven Marketing Workflows

At 6sense, Rashid and her team built a fully integrated AI marketing workflow. Their approach uses:

• Predictive AI to identify companies entering the buying cycle.
• Descriptive AI to understand customer behavior and motivations.
• Prescriptive AI to recommend next-best actions.
• Generative AI to create personalized marketing materials.

This seamless AI system allowed 6sense to automate major portions of their pipeline generation, resulting in faster, more efficient marketing operations.

2. Automate Repeatable, Time-Consuming Tasks

Automation may sound repetitive, but it remains one of AI’s biggest strengths.

At 6sense, the team began automating:

• Standardized email outreach
• Webinar follow-up campaigns
• Reengagement playbooks for closed-lost opportunities

This reduced manual work for business development teams, freeing them to focus on higher-value tasks like personalized prospecting and relationship building.

3. Enhance Knowledge Management and Retrieval With AI

Sana is redefining knowledge management by using AI to:

• Capture and transcribe meeting conversations
• Summarize discussions
• Index verbal data for quick retrieval

By treating meetings as critical sources of company knowledge, Sana equips employees with instant recall capabilities, enhancing decision-making across the organization.

4. Accelerate Content Drafting and Refinement

Crichton shared how Sana uses AI to generate initial drafts of marketing materials, which are then refined by human writers. AI helps speed up the creation process, while critical editing ensures the final product meets brand standards.

This two-step model—AI drafting, human refining—enhances both speed and quality, while encouraging better delegation and project management within marketing teams.

5. Optimize Lead Management and Conversion Rates

AI assists 6sense in lead management by:

• Handling initial lead engagements
• Prioritizing high-intent accounts
• Providing contact and account insights

This ensures no qualified lead is missed while allowing business development representatives to focus on personalized outreach. Over time, 6sense increased their conversion rates substantially by integrating AI touchpoints throughout the buyer journey.

Future Trends for AI-Powered Marketing Strategies

Looking forward, AI’s role in marketing will only expand. Here are three emerging trends:

AI-Driven Customer Segmentation

Machine learning will allow marketers to create dynamic audience segments based on real-time behaviors, unlocking new levels of precision targeting.

AI Chatbots and Virtual Assistants

AI is already revolutionizing customer service through chatbots that can handle high volumes of inquiries efficiently. As AI continues to evolve, expect virtual assistants to become even more integral to marketing automation.

AI-Optimized Programmatic Advertising

By 2028, AI is projected to automate 70% of digital ad buying, enabling brands to optimize ad placements and creative at unprecedented speeds.

Transform Your Marketing Strategy With AI Solutions From DolFinContent

At DolFinContent, we understand that successful AI adoption requires more than technology—it demands strategy, expertise, and a human-centered approach.

Our AI-enhanced marketing solutions help brands:

• Build scalable marketing pipelines
• Personalize customer experiences
• Accelerate content creation
• Analyze data for smarter decision-making

If you are ready to reimagine marketing with the power of AI and human creativity, DolFinContent can help you lead the way.

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