Acquisition. AI. Friend or Foe of the CMO?

Part 5b - Acquisition & Intent.

Last year’s word was utility - or the lack thereof in products and services being designed by engineers who were trying to find a solution to a problem that didn’t exist. This year’s word is… intent.

intent

(noun) : intention or purpose.

(Adjective) :

1. determined to do (something).

2. (of a look or expression) showing earnest and eager attention.

Intent is the difference between murder and manslaughter, the difference between $787.5 Million dollar settlement for defamation and a comedy sketch, the difference between a lead and a prospect.

In Full-Stack marketing, intent is linked with acquisition. The phase of the buyer journey where your product and service is in the mix, at the dance, on the menu. It’s better than awareness, but it’s not as good as conversion.

How does AI and machine learning help a marketer in the acquisition phase? How can AI make it easier or harder to understand a buyer’s intent?