Artificial intelligence

rtificial intelligence (AI) refers to the simulation of human intelligence processes by computer systems. These processes include learning, which is the ability of systems to acquire information and rules to use this data efficiently; reasoning, which involves the application of rules to reach approximate or definitive conclusions; and self-healing, which allows systems to adjust and improve their operations based on new data or feedback.

AI can be categorized into two main forms: the first category that is designed to perform specific tasks such as voice recognition or product recommendations, and the second category, which has the ability to understand, learn, and apply knowledge broadly, similar to human intelligence. AI technologies, such as machine learning and artificial neural networks, are widely used to automate processes, analyze large volumes of data, and provide personalized experiences in a variety of areas, from customer service to business decision-making.

AI works by utilizing machine learning (ML) and deep learning algorithms to analyze large amounts of data, identify patterns, and make decisions based on that data. AI models are trained with datasets and fine-tuned to improve the accuracy of their predictions and decisions.

Artificial intelligence (AI) offers a range of significant benefits that can transform business operations and everyday processes. First, AI automates repetitive tasks, freeing up human resources to focus on more complex and creative activities. Studies show that automation can increase productivity by up to 20% (McKinsey).

Additionally, AI improves accuracy and efficiency by performing analysis and calculations with a much lower error rate than humans. It is capable of processing large volumes of data quickly, identifying patterns and insights that would be impossible to detect manually. This allows for more informed and agile decision-making, supported by hard data.

Another crucial benefit of AI is the ability to offer mass personalization. Using machine learning algorithms, AI can tailor products, services, and communications according to customers' individual preferences and behaviors, increasing satisfaction and engagement. These capabilities help businesses improve the customer experience and maximize the effectiveness of their marketing strategies.

Yes. Software such as Zoho and HubSpot have tools that use artificial intelligence to assist in data analysis and sales forecasting, known as Forecast. Forecast allows you to forecast sales based on the history of previous years, helping companies to plan better and make strategic decisions.

In addition to Forecast, artificial intelligence is used in several other features of these software. For example, AI can perform sentiment analysis on customer interactions, helping to identify customer mood and satisfaction in real-time. AI tools also allow for automatic segmentation of leads, grouping them based on similar behaviors and characteristics for more effective marketing campaigns.

Another important feature is the automated and personalized sending of emails, where AI analyzes customer behavior to send communications at the ideal time and with highly relevant content. Additionally, AI-powered chatbots offer 24/7 customer support, answering common questions and resolving issues quickly. AI can also optimize ad campaigns by automatically adjusting bids and allocating marketing budget to maximize return on investment (ROI).

As experts in MarTech, Liminal offers an integrated vision that combines Technology, Marketing and Strategy. We ensure the successful adoption and implementation of marketing technologies, whether it's by choosing the right systems to meet your company's challenges, adapting processes and flows into existing systems, or developing a CRM & Automation strategy that contributes to business growth.
At Liminal, we have been working with more than 45 clients who are looking to implement MarTech and Marketing Ops strategies for more effective growth and to optimize the time dedicated to business management. Get to know some of our main success stories:

• CCB - Centro Cultural de Belém: +22% of adhesions to the CCB Card, in just 1 year, with Marketing Automation.
• Moviter: +20% sales after CRM implementation.
• GoContact: 2x more customers with Marketing-sourced and 50% less costs per lead, with Marketing and Sales Automation.
• Accept: 40% growth in business volume in 2 years, with Account-Based Marketing strategy and CRM and Marketing Automation technologies.

As for the costs associated with an investment in Martech, the first mistake is to consider only subscription expenses for a platform and a minimum amount for technical implementation services.
As an example, considering only the CRM software category, there are more than 650 brands on the market, so it is easy to get confused and succumb to a process of evaluating alternatives that has no end, ending up deciding in favor of any platform that is nothing more than a mere commercial pipeline manager, that will never scale and keep up with your needs. You should be able to outline a set of technical requirements for each of the first 3 years of using the platform and understand what additional subscriptions you will need to solve use cases that are beyond the core functions of a CRM.

Think about how much they cost and when you will need functions such as email marketing, web form, social media management, chatbots, campaign journeys, lead scoring, grading, data augmentation, dynamic content, SEO, paid media management, georeferencing, customer portal or reseller portal, ticketing and customer service, business intelligence, marketing attribution, predictive analytics, among others.

With license values ranging from €12 to €300, per user, per month, it is important that you know how to compare the different alternatives on the market very well and do not be deceived by last-minute commercial discount pressures or the intensity of the marketing actions of the main software brands. Find out what are the hidden costs due to applications or capabilities that are only available in the most expensive versions, what is the cost of the technical support that the brand offers, what is the cost of certifications and continuous training of its employees.

As independent consultants, Liminal will do this process of monitoring and selecting the best martech platforms for your business.

Probably the largest item in the first two years of martech implementation will be related to the costs of consulting services and technical implementation of the systems. Software brands sell the ease of installing and starting to use such technology, creating the illusion that you practically do not need extra services to take advantage of the software.
The problem is that this results in poor adoption of the system by users and reduced exploitation of all the features of the software, for the simple fact that in these circumstances it is the business that is forced to adapt to the software and not the other way around.

Without the support of CRM technicians and consultants, you will never be able to overcome technological barriers related to the customization and integration of systems, ending up only introducing another island of information and a new bureaucratic control barrier that hinders the motivation and productivity of teams.

Depending on the challenges, size and characteristics of your business, the investment in consulting for the implementation of core marketing technologies such as CRM, Automation and Business Intelligence, can start at 15.000€, but amount to higher amounts.

At Liminal, we will guide you through the process of gathering requirements, diagnosing needs and preparing a plan tailored to your company's investment capacity. In this way, we will execute a transformation that involves Business Strategy, People and Processes, Marketing and Sales Operations, Data and Technologies.

Over the last few years there has been a great technological advance, and with the huge number of companies that have emerged in the market, the importance of having the customer as the main focus is increasingly noticeable. Thus, it is essential to use platforms, such as Customer Relationship Management (CRM), that have as much information about customers as possible, in order to improve the experience at all stages of the purchase journey. Recent studies reveal that companies that use this system can:
• 7,96€ return for every euro invested in the technology (Nucleus Research)
• 34% increase in sales team productivity (Salesforce)
• 14% reduction in sales cycles (Nucleus Research)
• 300% increase in conversion rates (Cloudswave)
• 29% increase in sales (Salesforce)

As far as Marketing Automation is concerned, for every dollar invested in marketing automation, the average return is 5.44USD, for a payback period of only 6 months (Nucleus Research, 2021).

At Liminal, we have been working with more than 45 clients who are looking to implement MarTech and Marketing Ops strategies for more effective growth and to optimize the time dedicated to business management. Get to know some of our main success stories:

• CCB - Centro Cultural de Belém: +22% of adhesions to the CCB Card, in just 1 year, with Marketing Automation.
• Moviter: +20% sales after CRM implementation.
• GoContact: 2x more customers with Marketing-sourced and 50% less costs per lead, with Marketing and Sales Automation.
• Accept: 40% growth in business volume in 2 years, with Account-Based Marketing strategy and CRM and Marketing Automation technologies.