In a recent survey of businesses for the State of Inbound 2024, the top two areas of investment CMOs cited for investment are:
(i) AI expansion
(ii) Customer Marketing
AI is here, and you need to start experimenting with it today. Here are some p[tactical steps with advice, and we've also highlighted HubSpot Academy resources to get you started. It works for businesses of all sizes.
1. Pilot with Small Groups in Select Departments
- Start with a 90-day pilot program to prove the value of AI and create internal champions.
- Identify departments or teams that are most receptive to new technology and have clear use cases.
- Provide targeted training and support to pilot participants to ensure successful adoption.
- Leverage HubSpot Academy courses like "Introduction to Artificial Intelligence" and "Implementing AI in Your Business" to educate pilot participants.
- Capture feedback, measure impact, and document learnings to inform the scaling process.
2. Prioritize Specific Use Cases
- Analyze employee roles and responsibilities to identify high-impact AI use cases.
- Break down jobs into specific tasks and assess the value AI can bring to each task.
- Prioritize 3-5 use cases per employee that will have an immediate, measurable impact.
- Consider both operational efficiency gains and strategic opportunities (e.g., better decision-making, customer experience).
- HubSpot Academy's "AI for Customer Service" and "AI for Marketing" courses can provide guidance on specific use cases.
3. Provide Comprehensive AI Education and Training
- Tailor learning journeys for individuals based on their roles, responsibilities, and skill levels.
- Include a mix of formal coursework, hands-on workshops, and practical application experiences.
- Utilize HubSpot Academy's "Ethical AI" and "Bias in AI" courses to address important considerations around the responsible use of AI.
- Encourage employees to complete HubSpot's "Mastering AI-Powered Tools" course to gain proficiency in applying AI technologies.
- Ensure training covers not just the core AI platforms, but also ethical considerations, bias mitigation, and change management.
- Incentivize and reward employees who actively engage with and apply the AI technologies.
4. Monitor Utilization and Engagement
- Regularly track the utilization of AI tools and technologies across the organization.
- Invest in the employees who are actively experimenting with and applying the AI capabilities.
- Remove licenses from employees who do not use the AI tools, and reallocate resources to more engaged users.
- Gather feedback and user sentiment to identify areas for improvement and additional support.
5. Report Performance and Iterate
- Establish clear benchmarks and Key Performance Indicators (KPIs) to measure the impact of AI before and after implementation.
- Track metrics such as productivity gains, cost savings, customer satisfaction, and decision-making accuracy.
- Regularly report on the performance of the AI initiatives and use the insights to refine the strategy and implementation approach.
- Foster a culture of continuous improvement and adaptation to ensure the AI adoption program remains effective and relevant.
Get started today. The HubSpot Academy courses provide valuable resources to support each step of the process or we can work with you and your team.
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