AI is better at guessing at scale than humans — but how do you integrate it into your growth marketing plan while maintaining a personal touch?
As businesses grow, marketing teams often find themselves caught in a balancing act: scaling their efforts to reach more customers, while still trying to maintain the campaign personalization strategies that drove customer engagement and interest in the first place.
As Kieran and I discuss in a recent episode of Marketing Against the Grain, however, the larger the audience, the harder it becomes to consistently deliver targeted interactions. This often results in generic messaging, missed market opportunities, and diminishing conversions.
So what can companies do to ensure their marketing strategy stays relevant and impactful as they scale?
We believe the solution lies in AI personalization tactics, which enable businesses to analyze and interpret vast amounts of customer interactions across large datasets. AI personalization can lead to higher user engagement, smarter segmentation, and increased campaign efficiency.
How to Use AI Personalization Tactics to Scale Marketing Growth
Here are our top three recommendations about how to use AI personalization to scale marketing growth — plus tips and resources for getting started today.
1. Build Detailed Ideal Customer Profiles
A key way AI personalization tools help marketers scale is by creating incredibly detailed Ideal Customer Profiles (ICPs).
For example, tools like Scout AI and Humantic AI combine internal data, like customer behaviors and preferences, with external data sources like Google search, LinkedIn contacts, and paid ad performance — and then use those insights to generate a detailed ICP tailored to your business needs.
From there, you can build your own proprietary contact database filled with leads that align with this profile.
Once your ICP and contact database are in place, these personalization tools take things a step further by crafting targeted outreach strategies, including dynamic content suggestions, paid ads, and email campaigns that align directly with your ideal customers.
As a result, marketing and sales teams can concentrate on the most relevant, high-value prospects, making demand generation more efficient and scalable.
2. Tailor Content and Messaging With Real-Time Data
A second way AI personalization tools support marketing scalability is by processing real-time user data — browsing behavior, previous purchases, location — and adjusting marketing content and messaging based on these insights for individual customers.
“AI has elevated us from segment personalization to one-to-one personalization,” Kieran explains.
For example, tools like ChatSpot AI, 6Sense, and Clay integrate with CRM platforms like HubSpot, allowing marketing teams to analyze real-time customer data and then refine the angle of their campaign pitch, email messages, or creative assets. This dynamic approach ensures that every interaction is timely and relevant to the customer’s current needs.
As Kieran puts it, “We are transitioning from the traffic acquisition era to the attention acquisition era.” This shift makes tailored content and messaging all the more critical for quickly capturing customer loyalty — and differentiating your business from the competition.
3. Accelerate and Amplify Creative Content
A third way that AI supercharges marketing growth is by identifying what creative content works well, automating its creation and templatization, and accelerating iterations and testing.
For example, AI tools can ingest keyword data and analyze the content that currently ranks for those keywords. It then breaks down why that content is performing well and offers recommendations on how to replicate and improve upon it.
From there, artificial intelligence allows marketing teams to rapidly test these creative templates at scale, with AI re-ingesting both internal and external data to continuously refine its recommendations.
Many AI tools also have built-in analytics. This helps you identify what’s performing best over time and find fresh ideas to ensure your creative strategy is in sync with what resonates with your audience.
To watch the full episode about how to use AI to scale your marketing efforts, check out the full episode of Marketing Against the Grain below:
This blog series is in partnership with Marketing Against the Grain, the video podcast. It digs deeper into ideas shared by marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Marketing at HubSpot) as they unpack growth strategies and learn from standout founders and peers.
