Eric Westerkamp, CEO at CaliberMind, discusses incorporating AI into B2B workflows with host Camela Thompson. They explore using AI to analyze unstructured marketing data, extract insights from call recordings, and the role of standard machine learning algorithms in marketing.
Generative AI excels at summarizing data but struggles with analytics, highlighting its valuable use cases.
Traditional machine learning algorithms, alongside generative AI, offer marketers valuable insights for better decision-making.
Deep dives
Exploring Generative AI at Calibramind
Calibramind delved into generative AI to analyze its potential, focusing on summarizing data and running analytics. They discovered a significant gap in performance between the two tasks. While it struggled with analytics, generative AI excelled at summarizing data. Through internal hackathons, they uncovered valuable use cases for generative AI, such as summarizing SQL configuration data and enhancing understanding of buyer journeys.
Utilizing Generative AI for Email Campaigns
Calibramind experimented with using generative AI to analyze email campaigns, identifying successful patterns and creating new content based on past successes. They emphasized the importance of measuring success to refine content creation processes effectively. By leveraging generative AI along with measurement tools, marketers could optimize their campaigns and enhance performance.
Enhancing Data Analysis with Machine Learning
While focusing on generative AI, Calibramind highlighted the value of traditional machine learning algorithms for data analysis. They noted the growing ease of accessing data through APIs but highlighted the challenge of integrating and normalizing diverse data sources. By shaping data consistently, marketers could leverage machine learning algorithms effectively to derive valuable insights, leading to better decision-making and improved marketing outcomes.
Eric Westerkamp, CEO at CaliberMind, joins our host, Camela Thompson, Go-To-Market Thought Leader and B2B Insights Expert, in this episode of the Revenue Marketing Report. Eric shares ways every company can incorporate AI into their day-to-day workflows and why simpler methods sometimes are the better alternative.