Are we going too far in our desire for convenience and efficiency?

Various tech giants are currently promoting their latest AI tools, vying for our attention, and offering them for a subscription fee. As a creative within a marketing agency, I marvel at the impressive capabilities of these tools. With just one well-chosen prompt, they can produce a Spielberg-worthy video clip for an eyewear brand, or a razor-sharp fairy-tale image of a woman with fluffy cat ears on a cloud in a purple sky with a futuristic laptop. The list of AI-powered tools is almost endless, ranging from text and image editing tools to video, music, face, and avatar generators, painting and drawing tools, audio and voice generators, design tools, business tools, and data and research tools.

I regularly use AI text tools as a source of information and inspiration. However, I want to make it clear that I never blindly copy texts or ideas. Firstly, this goes against my desire to challenge myself creatively. Secondly, I have observed that the tools are not entirely original and perfect. Nonetheless, it’s crucial to acknowledge that AI has the potential to revolutionize various aspects of our lives, including healthcare, transportation, education, and entertainment. AI systems can analyze and combine vast amounts of data much faster and more accurately than humans, leading to breakthroughs in medical diagnosis, predictive analytics, and other areas. Furthermore, AI-powered technologies like virtual assistants and chatbots can automate daily tasks, freeing up people’s time to concentrate on more creative and meaningful pursuits. Recently, there was a discussion about an AI assistant at a doctor’s practice in The Netherlands that can quickly and reliably decide which patient should be helped first. In my view, this is an excellent application of today’s technological possibilities. Wrong decisions will inevitably be made at times, regardless of whether they are made by humans or machines. Given the current situation where general practitioners are under immense pressure and have an overwhelming workload, any form of assistance is greatly appreciated.

Impact on humans

As AI becomes more prevalent, it brings with it opportunities and concerns. One concern is that relying too heavily on AI technologies could lead to a decline in certain cognitive skills, such as critical thinking, problem-solving, and decision-making. As more tasks become automated, there is a risk that individuals will become overly dependent on these systems. This can result in the ‘de-skilling’ effect, where people lose the ability to perform certain tasks independently.

Children who can barely count or write and rely on Google for all kinds of knowledge, American presidential candidates who would rather introduce new shoe brands than think about how to help their people, and politicians who put on their clothes backward, and inside out (true story), are already noticeable consequences of the dependence on modern resources? Can we still think for ourselves? Am I going to train my brain with pub quizzes and Sudokus, while an AI assistant can solve them a millionth of the time? I do, but for how long? When I wake up, I grab my iPhone to see how long I can stay in bed. When I want to know how tall Tom Cruise is, I grab my iPhone. If I want to know what the weather will be like in the coming days, I grab my iPhone. When I want to know what my favorite athlete is doing, I grab my iPhone. Nowadays I often no longer have to pick up my iPhone because I already have it in my hand. And if I don’t, I can always call Siri and ask it to get the answers for me and turn the thermostat down a bit. Lately, my iPhone has also been giving me useful reminders so that I don’t forget things I do regularly. And he knows the way to my work and tells me if delays on my commute are to be expected. Of course, there are several causes for people’s ‘mental laziness’. Political policy, old-fashioned teaching methods, a changing social and moral consciousness, and a desire for convenience and luxury certainly play a role. I don’t want to blame AI for everything.

Socially desirable

It’s important to consider the social aspect of technology, as human beings naturally seek contact and validation. However, we must be aware of the potential danger of falling into “echo chambers”, where algorithms and personal recommendations reinforce our existing opinions and biases. This phenomenon has been observed on social media platforms like Facebook and YouTube, where all the information we receive caters to our interests and views, including advertising, political preferences, opinions, and beliefs. This raises the question of how difficult it will be to remain objective and open to diversity when we are no longer exposed to information that challenges our views. Ultimately, it is up to individuals to filter information for themselves.

Artificial intelligence (AI) has the potential to enhance existing social inequalities. Unequal access to AI education and technologies may increase the gap between privileged and non-privileged individuals, where only the privileged ones could fully leverage its advancements. Additionally, there are ethical concerns about AI, such as privacy breaches, bias, and discrimination, that can undermine trust in these technologies and impede their adoption.

Is Artificial Intelligence a good term?

The question at hand is whether Artificial Intelligence (AI) is genuinely intelligent or just a cleverly programmed tool that shuffles and recombines existing information to arrive at a so-called new solution. The AI community itself considers this a complex question and defines intelligence as follows: the ability to learn, solve problems, reason, understand, and adapt to new situations – previously characteristics attributed solely to humans. AI can process vast amounts of data rapidly, recognize patterns, and make decisions based on them. Speech and image recognition, translations, and even playing complex strategic games such as chess and Go are some examples of its practical applications. However, there are fundamental differences between human and artificial intelligence. Humans also use more abstract skills such as consciousness, emotion, and artistic and moral awareness, and make decisions based on experience and context. These are abilities that AI has not yet mastered. You could say that AI is just a simulation of human intelligence based on data and algorithms. Of course, AI can ‘learn’ based on user feedback and improve its answers over time. But it is only when AI starts using emotion and becomes aware of context that it becomes truly interesting. The question is whether this will ever happen. Many smart minds are working on it right now, and it’s a good thing that they are doing so while they still can.

AI tools such as ChatGPT search digital sources, including the internet, for relevant information. It is an almost inexhaustible knowledge base from which AI draws. An incredible amount of information has been collected there, but therein lies the danger. Partly because a lot has been added by human hands and has not been checked for untruths. AI cannot always distinguish between the truth and the ‘nonsense’ that is on the web. A simple test about the number of British footballers who have ever played for Ajax football club produced different answers from 2 AI assistants. That is of course strange since this is a fact that should be easy to check. Yet there is information on the web that makes one assistant think that Jordan Henderson is the first British Ajax player, while in the past there have been other English and Scottish footballers wearing an Ajax shirt.

In AI technical terms, this phenomenon is called a ‘hallucination’. Seriously, that’s what it’s called. This is the term we use with humans to indicate that we experience something that is not there. Making mistakes is human, one must have thought. AI is therefore starting to look more and more like us. It can make mistakes and sometimes draw incorrect conclusions. Could it be because we invented and developed AI ourselves? Is it because we have trained AI in such a way that it always wants to give a satisfactory answer? Yes, or no? Left, or right? True or False. For now, it is mainly an exact science. People are more nuanced in their solutions to problems. She does not think linearly and understands that even if you choose not to decide, you have still made a choice. To be fair, if AI really can’t find relevant data to answer, then it’s certainly capable of saying it can’t formulate an answer due to a lack of useful input.

The legal aspect…

This brings us to another phenomenon that concerns us: Who owns the newly generated images, texts, music, data sets, etc? Who has the intellectual property? Who is the creator? Whose creative idea is it? Can we draw up rules for this and later enshrine them in law? There are initiatives worldwide that try to accelerate this. Upcoming regulations regarding AI will also include guidelines for ethical use, algorithm transparency, and liability. They can also include privacy protection, preventing discrimination, and ensuring human control over decision-making processes. These rules are expected to guide and regulate the use of AI in various sectors such as healthcare, finance, and justice. The aim is to strike a balance between innovation and the protection of individuals and societal values while considering the potential impact of AI on our work and lives.

A worrying development is that AI can of course also be used for purposes that are less able to tolerate daylight. Deep-fake videos of famous people who suddenly say strange and/or untrue things. Government leaders announcing extreme actions are perhaps the most disturbing examples. Other potential misuses of AI include manipulating algorithms for propaganda, deception, and spreading disinformation. AI systems can also be used for surveillance, invasion of privacy, and profiling of individuals without consent. In addition, there is a risk of discrimination and bias in AI systems, which can lead to unequal treatment based on race, gender, or other characteristics. Although in my opinion this may have been caused by human intervention. AI-enabled cyber-attacks are also becoming increasingly relevant, with hackers using AI to find vulnerabilities and infiltrate systems. It is critical to address these risks as quickly as possible and implement regulations to prevent AI misuse.

AI have a dream

AI will only further influence our lives in the future. It is important to recognize that humans have a remarkable capacity for adaptation and resilience. Throughout history, we have faced countless technological benchmarks, from the Industrial Revolution to the introduction of the Internet, and have found ways to adapt and evolve in the face of these changes. While AI can indeed reshape the nature of our work, lives, and education, it also has the potential to create new opportunities for human creativity, collaboration, and innovation. Ultimately, the use of AI is irreversible. Man must ensure a healthy balance. We must continue to dream. Dreams are human. AI can help us achieve them. My dream is of a world in which I can continue to do my job with my colleagues. Using our common sense, working hard, and using our creativity for brands that deserve it. Knowledge of the market and the people in it are and remain important. The smart use of data and AI can help us achieve growth for our clients. And if my creative brain lets me down now and then, I won’t hesitate to ask an AI assistant for support.

Edwin Wolters
Creative mind Referro

Curious about other Dutchisms? Have a look at this one. Or this one.

#Note. What is a Dutchism?
The Dutch are known for their ability to master foreign languages. Not surprising considering the size of the country and its entrepreneurial nature. Despite their ability to speak foreign languages, sometimes things get lost in translation. Especially in literal translations from Dutch to English, sometimes strange, funny, or even offending mistakes are made. These unintended ‘mistakes’ are called Dutchisms. In the next few months, we will regularly give you an example and attach an interesting view on sales and marketing to it.

Be in control

As you know the Dutch have a way with words. The actual meaning of the aforementioned saying is: To have influence or control over something. In B2B marketing we are a sucker for facts. So, we always want to know which people have a finger in the porridge, or in proper English, have a say when making a purchase. Who decides, advises, or blocks decisions inside our targeted organizations?

Understanding the Decision-Making Unit (DMU) is crucial in B2B marketing. It refers to the group of individuals within an organization who influence the purchasing process. Deciphering the DMU is like untangling the complex web of organizational dynamics and interpersonal relationships that shape B2B buying decisions. The DMU in B2B marketing consists of stakeholders who play distinct roles in the decision-making process. Each with varying degrees of influence and authority. Understanding the composition of the DMU helps to create targeted marketing strategies and content that resonate with key decision-makers and influencers at different stages of the buying journey.

Conduct stakeholder analysis

Begin by conducting a comprehensive stakeholder analysis to identify and profile key individuals within target organizations who comprise the DMU. This involves mapping organizational hierarchies, identifying decision-makers, influencers, and gatekeepers, and understanding their roles, priorities, and pain points.

Image: Click on the image. We will show you a detailed infographic of the influence of different persona in an IT company.

Stay in contact and collaborate within the DMU by providing relevant information, resources, and tools that facilitate informed decision-making. Leverage digital platforms, content marketing, and educational resources to empower stakeholders with the knowledge and insights they need to evaluate your offerings effectively. Proactively anticipate and address objections and concerns raised by different members of the DMU. Conduct thorough research to understand common pain points, objections, and barriers to adoption, and develop compelling responses and solutions that alleviate apprehensions and build confidence in your offerings.

Stay in charge

So, if a Dutch person says that he ‘has a finger in the porridge’ don’t be afraid that he is going to touch your food. He’s just telling you he’s in charge in some way or form. And that’s nice to know when trying to understand the roles, motivations, and priorities in a DMU. With that knowledge, we can craft targeted marketing strategies that resonate with key stakeholders at every stage of the buying journey. By keeping relationships lively, providing comprehensive solutions, and facilitating collaboration, you can effectively engage the DMU and drive success in the competitive B2B marketplace. Make sure you’re the one in control.

Curious about other Dutchisms? Have a look at this one.

#Note. What is a Dutchism?
The Dutch are known for their ability to master foreign languages. Not surprising considering the size of the country and its entrepreneurial nature. Despite their ability to speak foreign languages, sometimes things get lost in translation. Especially in literal translations from Dutch to English, sometimes strange, funny, or even offending mistakes are made. These unintended ‘mistakes’ are called Dutchisms. In the next few months, we will regularly give you an example and attach an interesting view on sales and marketing to it.

We are glad to inform you that our family has grown even bigger and introduce a new partner agency in Poland: Nuvola Cloud Solutions. If you want to know more about our Polish colleagues you can also have a look here. This website is in English.

Nuvola is an innovative agency specializing in comprehensive end-to-end digital marketing services for businesses. The agency is guided by two seasoned managers, each boasting over two decades in the field. Nuvola excels in the areas of digital marketing, AI, CRM and Marketing Automation, providing clients with integrated solutions designed to enhance business efficiency and faster growth. The company not only provides digital marketing services but also specialises in implementing Marketing Automation and CRM, tailoring them to the unique needs of each client. 

Their advanced approach to Marketing Automation stands out for its innovative approach, which not only increases the effectiveness of marketing activities but also significantly accelerates sales processes. Additionally, Nuvola has developed a proprietary product, Data AI Campaign, that revolutionises strategies for increasing sales through modern IT and telecoms tools based on AI. This unique solution enables customers to maximise the potential of their business, increasing competitiveness in the market. All this makes the company not only a service provider but also a strategic partner, ready to meet the most demanding challenges in the field of modern technology and digital transformation.

What is a niche market?

A niche market is a specific segment that companies focus on, offering products or services that cater to unique needs within a particular target group or industry. Unlike markets that offer products and services that could be of interest to any company, a niche market specializes in a particular area. Examples of such markets could be software for marine development, nutritional supplements for the poultry industry, or specific materials for the construction sector. These markets and the competition within them are usually smaller, but they offer opportunities to distinguish oneself.

To succeed in a niche market, one needs to have a good understanding of the needs of the target group, innovative solutions, and strong positioning compared to competitors. Companies that focus on niche markets can ultimately benefit from higher margins, long-term customer relationships, and reduced competition, provided they serve the market effectively with valuable solutions. Marketing efforts can certainly be beneficial in this regard.

Useful tips

To successfully approach a niche market, there are a few things you should consider. Here are seven tips that can help you reach your niche target group. These tips may sound familiar to you if you have immersed yourself in the basics of Account-Based Marketing.

• 1. Start by connecting sales and marketing. Determine what each party will do and set clear KPIs. Together, decide on the most effective communication channels to reach the target group. Understand the specific needs, challenges, and trends within the market to develop accurate personas and define interesting content for all phases of the purchasing process.
• 2. Carefully outline an Ideal Customer Profile (ICP). This is a critical step that can make or break your efforts. Be very thorough, especially if your target list consists of only 20-30 accounts. Remember, you only have one chance to make a good impression. If your target group is international, remember that a niche is still a niche, even on a global scale.
• 3. Create multiple opportunities per account. Good insight into the Decision-Making Unit (DMU) for each account is essential. The DMU consists of individuals who can help you (‘power to push’), but also opponents (‘power to block’). The more complex your product or service, the more contacts you need per account. It’s crucial to get the actual decision-makers within each account on your side.
• 4. Know your contacts. Research their interests, challenges, responsibilities, hobbies, goals, passions, and, most importantly, pain points. This information will help you with your marketing and sales efforts in your Account-Based Marketing (ABM) strategy.
• 5. Invest in your marketing and sales tech stack. Ensure that all the technological tools and platforms you use to target the market are well-coordinated. CRM, marketing automation software, social media platforms, email marketing tools, and analytics software need to be streamlined to collect data that is important for targeting your audience. This way, companies can make inbound and outbound processes work more efficiently and gain better insight into their customers and prospects. More specific targeting ultimately leads to better results and growth.
• 6. Use the power of storytelling. Engage your prospects and take them on a journey through your narrative. Demonstrate that you comprehend the market and the concerns of your potential customers. Be inventive, and original, and create a sense of demand. Without issues or pain points, there is no sense of urgency. Additionally, persuade your prospects with your knowledge of the market, and customer stories. Use evidence such as facts, figures, infographics, and white papers with research results, case descriptions, etc.
• 7. Make it personal and establish a real connection with your prospects. Listen carefully to their needs and display your interest and enthusiasm for their company and people. Remember that the people you are speaking to are specialists in their field. You don’t need to tell them anything about their profession. They know what they’re doing. To stand out, you need to provide customized solutions and add value. By building trust with your contacts, you can gain insights and make them feel valued and understood. Remember that this already starts in the phases before the actual contact with sales. It enables you to establish customer loyalty and grow together, even in a small market.

Conclusion

Marketing businesses in a niche market is complex. To be successful, everyone must be on the same page. If we manage to get marketing and sales departments to work the market together, we will be way ahead of the competition. The marketing department will probably receive feedback from the sales department that the use of marketing does contribute to the business case. Also, or even especially, in a niche market. I feel like a fish in water when it comes to complex challenges like this, and I hope my tips have given you something to think about. Do not forget; that the tastier the bait, the faster they’ll bite.

This is the dream of every B2B marketer preparing to sell a brand across borders. They want to predict and steer the behavior of audiences to maximize the success of their campaigns. However, achieving this goal is far from simple. Several boxes need to be checked and without a crystal ball, we need to gather important information before we can achieve the desired outcome.

Know your markets

A thorough market analysis is fundamental when predicting success in international B2B campaigns. This requires not only gaining an in-depth understanding of individual markets but also identifying global trends, economic indicators, and industry dynamics to make firm decisions about market selection, optimize resource allocation, and foresee changes that might impact your campaigns.

Know your competition

In the global market, numerous companies compete against each other to gain customers and establish their market share. To succeed in this competitive environment, it is crucial to have a deep understanding of the competitive landscape. By analyzing their rivals, companies can not only identify potential business threats but also discover new opportunities. By identifying gaps in the market, businesses can position themselves strategically and tailor their campaigns to differentiate themselves from competitors.

Know local customs

Cultural intelligence is a valuable asset in international B2B campaigns. It is not enough to just translate language; businesses must understand the cultural nuances that shape business interactions in different regions. Adapting marketing materials, messaging, and communication styles in line with the cultural preferences of each target market improves relatability and creates a stronger connection. Localization is also crucial, as it ensures that campaigns resonate authentically with diverse audiences. This approach prevents awkward situations of using literally translated sayings that may not make sense in different cultures. Successful international B2B campaigns take regional specifics into account. Every market has its unique challenges, regulations, and business practices. By tailoring products, services, and marketing strategies to address these specificities, businesses can demonstrate a commitment to understanding and meeting the distinct needs of each region. Customization builds trust and credibility, which are essential for success in global campaigns.

Know your friends

Developing strategic partnerships and alliances can be a highly effective approach to achieving success in international B2B campaigns. By partnering with local businesses, distributors, or industry influencers, you can gain access to invaluable insights, established networks, and enhanced credibility for your campaign. These partnerships can act as a bridge, making it easier to enter new markets and building trust among local stakeholders.

Know your tech

Technology plays an important role in international B2B campaigns. It is crucial to integrate technological solutions that enable global reach and communication. This involves utilizing digital platforms, customer relationship management (CRM) systems, and data analytics tools. A strong technological infrastructure not only improves operational efficiency but also facilitates businesses to adjust and expand their campaigns across borders.

Know limits

Predicting success in international B2B campaigns is a nuanced art that combines strategic foresight, cultural intelligence, and adaptability. If you can see into the future, it’s a piece of cake, but for those who can’t – like most of us mere mortals – clever use of available resources is key. It provides you with all the necessary information you need to be successful. Another benefit is that you don’t have to stare at a cow’s behind to reach your business goals. That’s something only the Dutch do.

#Note. What is a Dutchism?
The Dutch are known for their ability to master foreign languages. Not surprising considering the size of the country and its entrepreneurial nature. Despite their ability to speak foreign languages, sometimes things get lost in translation. Especially in literal translations from Dutch to English, sometimes strange, funny, or even offending mistakes are made. These unintended ‘mistakes’ are called Dutchisms. In the next few months, we will regularly give you an example.

International Ambitions

A key aspect of the collaboration is international expansion. Together with its parent company Acknowledge, Comaxx already employs more than 350 experts. Sam explains: “Referro is the exclusive Dutch partner of BBN International and gives us access to over 1,300 experts in 66 cities, spread across 33 countries worldwide. This allows us to reach and serve a broader market.”

“This collaboration is not just a strategic move, but also an opportunity to learn from each other and grow together,” notes Gerard van den Bogaart. “We believe that our joint efforts will result in increased value for our clients.”

Agencies and businesses worldwide trust the tool to generate leads, enhance conversion rates, and maximize returns on marketing investments. Renowned for innovation, open architecture, and exceptional customer support, it is offered at a fraction of the cost compared to its competitors.

Why Choose Constant Contact / SharpSpring? 

As said earlier, one of the major advantages of the software is its affordability. Licenses are three to four times cheaper than those of competitors. It serves as a comprehensive marketing automation tool, allowing you to configure, monitor, and analyze both the marketing and sales processes. Integration is seamless with your website or various platforms, including Facebook, Google Ads, and popular CRMs like SalesForce. Through its own CRM, all incoming leads can be segmented. Additionally, you can connect your email to the software to track communication history with leads. Other features include lead scoring, A/B testing, and direct contact via a chatbot.

Referro: Your Constant Contact Gold Partner

Referro has been a partner of SharpSpring for more than 10 years, and the last 5 years as a Gold Partner. Our trained experts meet all gold level requirements of the certification program. With this certification, Referro is well-equipped to help clients to generate qualified leads, convert more leads into sales, and optimize the ROI of marketing campaigns.

BBN: A Strategic Partner of Constant Contact

BBN International is a strategic partner of Constant Contact since a couple of years, providing added value specialist support. As a strategic partner, BBN contributes specific specialisms and knowledge in B2B marketing, serving as an additional resource for clients and agencies globally.

Park & Battery, named B2B 2023 Agency of the Year by the Association of National Advertisers and B2B Marketing and listed among the Chief Marketer 200, is also ranked among the five fastest-growing agencies by the 2023 B2B Marketing US Agencies Benchmarking Report. 

Park & Battery takes its name from the perspectives their team have gained in companies and agencies “on the streets” of New York and San Francisco, bringing together hustle and innovation to create value for brands and businesses. Headquartered in Oakland, California, they consider themselves a B2B Launch Agency. They specialize in creating brands, campaigns, and experiences that deliver impact, from strategy and messaging to creative/design, content, and media/go-to-market. The agency has expertise in several areas, including Technology, Financial Services, Life Sciences, Freight and Logistics, AI, Automation and IoT, Professional Services, Education, and Media.

BBN will leverage its network of partner agencies and specialist teams across the globe to provide Amogy with a seamless and hassle-free experience as it brings its vision of using ammonia as a clean energy solution to life.

“Our team looks forward to a great working relationship with BBN, all its partner agencies, and our work together to share Amogy’s vision of accelerating the global journey to net zero with our ammonia-to-power solution,” said Red Drummond, Amogy marketing manager. “BBN provides the features and attributes of a global marketing agency, combined with localized regional support as we need it. The ability to work with a diverse Partnership is a great way for us to have one source of contact and management in all areas of our engagement.”

BBN’s approach combined with our partner’s industry expertise, creative ability, and global reach demonstrates our commitment to advancing a sustainable future. Our collective efforts are aimed at encouraging a transition towards a more environmentally-friendly and sustainable planet.

About Sabia

This is our fifth new agency partner this year; Sabia is a fully remote-working agency based in Sao Paulo, Brazil. They build their client’s marketing support from the brand up by means of carefully designed content, creatives and digital solutions. Certified as ‘A Great Place to Work’ since 2017, they are also a proud member of Pledge 1% supporting Brazilian social and cultural initiatives pro-bono.

About Ulled

Founded in 1964, Ulled is a communication consultancy with a well-connected multidisciplinary team located in offices in Lisbon and Barcelona. They have over 50 years of experience managing brand perceptions and are looking to expand their B2B portfolio. They have experience in a wide variety of business sectors and offer communication and public relations strategies to build trust and credibility among different stakeholders.