Why We Built an App to Make Personalization Easier
Posted on January 3, 2019
The Wrench.Ai origin story involved a “Whoa, Nelly” moment in the summer of 2017, when we were a marketing agency—no notion of evolving into an AI startup anywhere in sight. We had set out to create a tool or app that could automate some of our manual data tasks. The objective was simple: “Let’s make our […]
Why EQ in Marketing & Sales Is More Important Than Ever
Posted on July 24, 2020
Emotional intelligence will and should always be present in sales and marketing, even more so with the implementation of artificial intelligence and martech. As long as we serve humans, we need human empathy to balance the AI biases and impersonality.
AI also traditionally relied on historical data to make predictions about the future. But we’re in a new world now; the past can only tell us about the past. Today’s AI and automation are equipped to start aggregating new data to begin to make accurate predictions/prescriptions.
This is a Good Time to Revisit Your Value Proposition
Posted on May 22, 2020
Depending on context, the value proposition a company has today — no matter how good — might need to change. Perhaps some your prospects have altered or changed their priorities? Does your value proposition still resonate with these new priorities?
The brands that are doing the best marketing/outreach right now in the time of COVID-19 are those that understand their target audience’s fear and struggle, not just right now with the world turned upside down, but all the time.
At this time, while we’re all on limited contact with people, cold calls might be appreciated and come back in style, especially when it’s done right. Everyone’s craving contact — yes, even introverts. The cold call just has to be done right.
Algorithms are only as good as the humans who create them. And humans can try, but can’t prevent, having their own biases. AI develops its own, which can lead to wrong decisions that can be disastrous if the humans who make them rely solely on AI data and don’t balance the biases.
Marketing & Sales Beyond the Pandemic 101: Keep Building
Posted on April 25, 2020
Crisis management is for achieving some modicum of stability amidst incredibly choppy waters. When it has no end in sight, adjusting replaces managing. We accept this new environment we need to work in (we have no choice), so we need to think about ways we can prepare to face it with competence now and later on.
COVID-19 Marketing: Goodwill Marketing is the Current Brand Marketing
Posted on April 18, 2020
For some companies, it’s business as usual in some ways. But at the same time, it’s not at all business as usual at all. Crisis marketing has evolved to include goodwill marketing. There are delicate nuances marketers should consider and apply to their messaging.