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Mini-course/Report: AI in Marketing and Sales 2025

Mar 15, 2025
 

Introduction

Hello! How are you? I’m Dr. Carlos Valdez, founder and director of Mercadotecniayventas.com. Before you continue reading, I want to ask you three questions. Why? Because I want you to decide for yourself whether this content will truly be useful to you.

Answer these three questions and evaluate your knowledge of AI in Marketing and Sales:

πŸ“Œ If you answer all three questions correctly, this content will serve as confirmation of what you already know.
πŸ“Œ If you get two right, this blog will help you reinforce key concepts.
πŸ“Œ If you get only one or none, then this article will be a great opportunity to learn more about AI in marketing and sales.

 

Here are the questions:

1️. What percentage of marketing directors' budgets is currently allocated to Martech?
a) 19%
b) 29%
c) 39%

 

2️. Which business area is using generative AI the most?
a) Information Technology
b) Human Resources
c) Marketing and Sales

 

3️. Between April and November 2024, how much did the adoption of generative AI in marketing activities grow?
a) From 7% to 11%
b) From 25% to 35%
c) From 40% to 51%

 

βœ… Correct answers:
βœ… Question 1: Option a) 19%
βœ… Question 2: Option c) Marketing and Sales
βœ… Question 3: Option a) From 7% to 11%

 

Now that you know the answers, let me briefly tell you about our purpose.

At Mercadotecniayventas.com, our mission is to educate and inspire students, academics, and professionals in marketing and sales. We focus on creating innovative and practical content to help you generate value in your customers' lives.

πŸ“Œ Every week, we publish content on:
πŸŽ₯ TikTok, Instagram, Facebook, LinkedIn, and YouTube
πŸŽ™οΈ Apple Podcasts and Spotify
πŸ“„ And, of course, on our website

πŸ“š Want more educational content? Visit our store, where 90% of our content is free. If you’d like to support us, you can purchase our e-book "The Red Handbook for Marketing and Sales Coordinators 2025".

πŸ”Ή You can also download our FREE reports:
πŸ“Œ "The 10 Key Trends for Marketing Directors 2025"
πŸ“Œ "The 10 Key Trends for Commercial Directors 2025"

This week, we explore the evolution of Artificial Intelligence (AI) in marketing and sales in 2025.

πŸ“Œ Title of our blog/video/audio for March 17, 2025:
πŸš€ AI in Marketing and Sales 2025

Topics we will cover:

βœ… Martech
βœ… AI in Marketing and Sales
βœ… The 6 Leading AI Tools
βœ… AI Usage in Marketing in Companies
βœ… The AI Experiment
βœ… Results: AI in Marketing 2025
βœ… Results: AI in Sales 2025
βœ… AI Software for SMEs
βœ… Conclusion

Let’s get started! πŸš€

 

  1. Martech

To begin, let’s review some data from The CMO Survey, conducted at the end of 2024 by Deloitte, Duke, and the AMA.

πŸ“Œ Fact 1: The adoption of technology in marketing functions continues to increase. Nearly 77% of respondents stated that their companies have integrated technology into their marketing strategies.

πŸ“Œ Fact 2: 55% of marketing activities already involve the use of Martech. However, only 55% of the acquired technology is actually used in business operations. In other words, companies purchase software but either don’t use it or fail to maximize its potential. It’s not just about acquiring the most advanced tools but about using them strategically to optimize processes and ensure they are an investment, not just an expense.

πŸ“Œ Fact 3: When marketing directors were asked whether they perceived a gap between technology investment and return on investment (ROI), 55% said yes. Additionally, when asked what percentage of the technology’s potential is being utilized, they indicated only 60%.

 

  1. AI in Marketing and Sales

Transitioning to AI usage, data from April to November 2024 shows that the adoption of generative AI in marketing activities grew from 7% to 11%.

The advantages identified by marketing directors align with what we have reported in other articles. The top three benefits they observe in AI applied to marketing are:

1️. Increased sales productivity
2️. Improved customer satisfaction
3️. Reduced operational costs

The March 2025 McKinsey Report shows notable growth in the adoption of generative AI. While previous years showed steady growth, 2023–2024 saw a significant jump.

πŸ“Œ Fact 1: The business functions with the highest AI usage are:

  • Technology and Data (36%)
  • Marketing and Sales (32%)

πŸ“Œ Fact 2: The use of generative AI in marketing and sales has reached 42%, making it the business function that uses it the most, followed by product and service development at 28%.

πŸ“Œ Fact 3: Currently, marketing directors allocate 19% of their budget to Martech. However, in five years, they plan to increase this investment to 32%.

 

  1. The 6 Leading AI Tools

As we have seen, whether you are a student, professional, or academic in marketing, it is crucial to continue training in the most relevant software and in the strategic application of artificial intelligence.

Now, let’s review the most commonly used AI tools in marketing and sales:

πŸ“Œ The 6 Leading AI Tools in the Market (2025):
1️. ChatGPT (OpenAI) – 30-35% market share
2️. Google Gemini – 20-25%
3️. Microsoft Copilot – 15-20%
4️. Anthropic Claude – 10-15%
5️. Meta AI (Facebook) – 5-10%
6️. DeepSeek (China) – 2-5% (a new market competitor)

 

  1. The AI Experiment

For this article, we conducted an experiment at Mercadotecnia y Ventas, analyzing how different artificial intelligence models identify the most frequent AI applications in marketing.

πŸ“Œ Experiment Methodology:
We created a specific prompt to ask each of the six AI models mentioned above about the most requested AI applications in marketing and sales. Then, we compiled all the responses into a document and analyzed them with OpenAI’s most advanced AI model.

βœ… Prompt 1:
"What are the main marketing/sales activities that users request most frequently?
Provide detailed examples and classify them according to their level of demand and application in different industries."

βœ… Prompt 2:
*"I have uploaded a document that compiles various functions and applications of artificial intelligence in marketing and sales.

  1. Analyze the content and extract the most requested functions.
  2. Rank these functions from highest to lowest demand.
  3. Provide a summary explaining each function and its impact on a company's sales strategy."*

 

  1. Results: AI in Marketing 2025

Now, let's analyze the results. Several functions that companies and professionals frequently demand have been identified. This report classifies the functions into three levels:

πŸ”Ή Level 1: High-Demand Functions (mentioned in at least 4 out of the 6 AI models analyzed).
πŸ”Έ Level 2: Medium-Demand Functions (mentioned in 2 or 3 AI models).
βšͺ Level 3: Low-Demand or Emerging Functions (mentioned in only 1 AI model).

 

πŸ”Ή Level 1: High-Demand Functions
These functions are widely used across multiple industries and represent the most relevant digital marketing strategies.

  • SEO (Search Engine Optimization): Web optimization to improve visibility on Google and other search engines.
  • Social Media Advertising: Creation and optimization of campaigns on Facebook, Instagram, LinkedIn, and TikTok.
  • Google Ads and PPC (Pay-Per-Click): Paid advertising on search engines and platforms like Google Ads.
  • Content Marketing: Creation and distribution of content in blogs, ebooks, videos, and infographics.
  • Email Marketing: Automated and personalized campaigns to improve conversion and customer retention.
  • Marketing Automation: Use of CRM to automate processes and integrate AI for personalized user experiences.
  • Digital Advertising (PPC): Paid campaigns across various digital platforms, including Google and social media.

 

πŸ”Έ Level 2: Medium-Demand Functions
These functions are important in certain industries or applicable to specific strategies.

  • Community Management: Managing and growing social media communities. Engaging with followers, responding to comments, and providing digital customer service.
  • Influencer Marketing: Collaborating with content creators to promote products or services.
  • Conversion Rate Optimization (CRO): Implementing A/B testing and website improvements to increase conversions. Using data and analytics to optimize user experience.
  • Visual Identity Design: Creating logos, color palettes, and key graphic elements for branding. Developing style guides and maintaining brand consistency.
  • Brand Positioning: Developing commercial names and differentiation strategies.
  • Webinar and Online Course Creation: Using educational content to attract potential customers and strengthen reputation.
  • Podcast Marketing: Leveraging podcasts for brand positioning and thought leadership.
  • Loyalty Programs: Customer retention strategies based on rewards and exclusive benefits.
  • Relationship Marketing: Developing strategies to maintain long-term customer relationships. Personalization and post-sale follow-up to enhance loyalty.
  • Review and Testimonial Strategies: Managing online reputation by collecting reviews and testimonials.
  • Experiential Marketing: Creating immersive experiences to improve customer engagement. Utilizing events, activations, and interactive strategies.
  • Medical and Healthcare Marketing: Strategies tailored for clinics, hospitals, and healthcare professionals. Creating educational content and promoting medical services.

  

βšͺ Level 3: Low-Demand or Emerging Functions
These functions are growing, with still limited adoption, but they have great potential for the future.

  • Augmented/Virtual Reality (AR/VR) Marketing: Using immersive technology to promote products and services.
  • Sustainability and Ethical Marketing: Communicating sustainable and ethical business practices.
  • Voice Marketing: Optimizing content for virtual assistants like Alexa and Google Assistant. Creating interactive experiences through voice commands.
  • Market Research: Analyzing consumers and competitors to define strategies.
  • International Marketing and Localization: Adapting marketing strategies to different global markets. Translating and adjusting content for international audiences.

 

Marketing Functions That ChatGPT-4 Can Perform Without Additional Software:

βœ… Generation of marketing strategies using generative AI.
βœ… Creation and optimization of personalized content.
βœ… Micro-segmentation and audience personalization.
βœ… Optimization of conversations and chatbots.

Functions That Require Additional Tools:

SEO, Social Media Advertising and PPC, Sentiment Analysis on Social Media, and Competitive Intelligence.

Advanced Functions That Require Machine Learning or More Specialized AI:

Predictive Analysis of Customer Behavior, Real-Time Dynamic Pricing Generation, and Complete Customer Journey Automation.

So, Is ChatGPT-4 Enough?

For most digital marketing strategies, ChatGPT-4 is sufficient and can automate processes such as content generation, segmentation, ad optimization, and SEO strategies.

However, for predictive analysis, dynamic pricing, and advanced automation, it is advisable to integrate it with specialized tools or more robust AI models.

Now, let’s talk about AI in B2B sales.

 

  1. Results: AI in B2B Sales 2025

AI functions in B2B sales are transforming how companies manage clients, prospect opportunities, and optimize their sales pipeline. We have also classified these functions into three levels:

πŸ”Ή Level 1: High-Demand Functions (mentioned in at least 4 out of the 6 AI models analyzed).
πŸ”Έ Level 2: Medium-Demand Functions (mentioned in 2 or 3 AI models).
βšͺ Level 3: Low-Demand or Emerging Functions (mentioned in only 1 AI model).

πŸ”Ή Level 1: Most Requested AI Functions in B2B Sales

These are the most demanded functions, focused on automation, personalization, and optimizing client prospecting. They generate an immediate impact on efficiency and lead conversion.

  • Prospecting Process Automation & Lead Scoring: Uses AI to identify and prioritize prospects with the highest likelihood of conversion.
  • Predictive Sales Analysis & Modeling: Predicts purchasing trends and B2B customer behavior patterns.
  • Personalized Customer Communication: Adapts messages in emails, calls, and chatbots based on customer behavior.
  • Chatbots & Intelligent Virtual Assistants: Respond to inquiries, capture leads, and automatically qualify prospects.
  • CRM Automation & Customer Management: Syncs emails, calls, and meetings with the CRM without manual intervention.
  • Lead Generation & Qualification: Identifies potential clients based on interaction and engagement data. Improves lead quality and increases sales closure rates.
  • Prospecting Automation: AI finds potential clients in databases and professional networks, reducing lead search time.
  • Sales Prediction: Analyzes historical data and external factors to anticipate sales trends. Improves resource planning and strategy optimization.

πŸ”Έ Level 2: Relevant but Lower-Priority AI Functions
These functions complement B2B sales strategies, focusing on price optimization, competitive analysis, and advanced segmentation.

  • Price Optimization & Negotiation Strategies: Adjusts prices based on demand and customer behavior.
  • AI-Driven Sales Proposal Generation & Optimization: Automates the creation of contracts, quotes, and personalized proposals.
  • Sentiment Analysis in Sales Conversations: Detects customer tone and interest in emails, calls, and meetings.
  • Cross-Selling & Up-Selling: Suggests complementary products based on previous purchase data.
  • Competitive Analysis: AI monitors competitor strategies, pricing, and activities.
  • Advanced Market Segmentation: Classifies customers into highly specific segments.
  • Dynamic Price Optimization: Adjusts prices in real time based on market conditions and competition.

 

βšͺ Level 3: Less Utilized or Emerging AI Functions
These are niche or developing functions that have not yet been fully adopted across all industries but could make a difference in specific sectors.

  • Conversation Intelligence: AI analyzes meetings and calls to identify success patterns. Optimizes sales pitches.
  • Objection Handling & Sales Closing: Suggests automated responses to objections in negotiations. Increases sales closing rates.
  • Contract & Documentation Automation: AI drafts and reviews contracts. Speeds up the sales cycle.
  • AI-Driven Sales Training & Development: Sales simulations and automated feedback. Optimizes training for commercial teams.
  • Predictive Marketing: Predicts customer needs to anticipate strategies. Improves opportunity segmentation.
  • Visual Analysis: AI analyzes images and videos to detect trends. Applicable in retail and manufacturing sectors.
  • Route Planning for Sales Representatives: AI optimizes client visit routes. Reduces costs and increases effective meetings.
  • Augmented Reality (AR) for Product Demonstrations: Displays products in virtual environments before purchase. Enhances customer confidence in buying decisions.

Functions that can be performed solely with ChatGPT-4:

  • Personalized Customer Communication (generation of emails, scripts, personalized messages).
  • Sales Proposal Generation & Optimization (content creation for presentations and contracts).
  • Objection Handling & Sales Closing (simulation of responses to overcome objections).
  • AI-Driven Sales Training & Development (conversation simulations and coaching).

ChatGPT-4 can assist with content generation, message personalization, objection handling, and sales training. However, for advanced functions like CRM, predictive analysis, dynamic pricing, and sales automation, specialized software is required.

 

  1. What is the Best Software Combination for an SME?

If the marketing and sales coordinator is responsible for everything, the best software combination is:

βœ… Customer management & sales automation: HubSpot CRM (Free)
βœ… Email marketing & automation: ActiveCampaign ($15)
βœ… Content creation & sales copywriting: Jasper AI ($39)
βœ… Graphic design & social media management: Canva AI + Metricool (Free)
βœ… Digital advertising & ad optimization: Adzooma (Free)
βœ… Lead capture chatbot: Tidio ($24)
βœ… SEO & Google ranking optimization: Surfer SEO ($79)
βœ… Sales proposals & contracts: PandaDoc ($19)
βœ… Competitive analysis: SimilarWeb ($199)

With these tools, an SME can improve sales and marketing without needing a large team.

 

  1. Conclusions

Artificial intelligence is transforming marketing and sales at an unprecedented speed, and its adoption continues to grow. Students, professionals, and academics must stay updated on the latest AI tools, as their impact on the industry is becoming more significant.

The growth of generative AI in marketing and sales has been remarkable and is expected to continue expanding in the coming years. Tools like ChatGPT, Google Gemini, and Microsoft Copilot are streamlining key processes such as content personalization, campaign automation, and business strategy optimization.

However, while AI can do a lot, it cannot do everything. It is essential to combine AI with a well-defined strategy and proper Martech implementation to maximize its benefits.

One major challenge is that, even though marketing directors are investing more in technology, many are not seeing the expected results. According to the data analyzed, only 60% of marketing technology’s potential is actually being utilized.

This is largely due to a lack of training in the strategic use of these tools and an implementation process that is not always aligned with business objectives.

Since marketing and sales are the areas adopting AI the most, the need for continuous training is critical. The question is no longer "Should we use AI?" but rather "How can we strategically leverage AI to optimize our work and enhance customer experience?"

Companies and professionals who adopt AI strategically will be better positioned to compete in an increasingly digital market. The key is to find a balance between technology and human creativity, using AI as an ally in decision-making and the execution of effective strategies.

Final Challenge:

Test Your Knowledge on AI in Marketing and Sales 2025!

Answer these 10 questions based on the content of the blog:

Section 1: AI in Marketing and Sales

1️. What is the primary benefit that marketing directors have identified in AI applied to sales?
a) Increase in sales and productivity
b) Greater interaction on social media
c) Reduction in CRM usage

2️. According to the McKinsey report, what percentage of businesses are already using generative AI in marketing and sales?
a) 22%
b) 35%
c) 42%

3️. What problem do many companies face with marketing technology?
a) They do not invest enough in AI
b) They only utilize 60% of the acquired technology’s potential
c) AI replaces marketing teams

Section 2: AI Tools

4️. What are the three most used AI tools in marketing and sales in 2025?
a) ChatGPT, Google Gemini, and Microsoft Copilot
b) Anthropic Claude, Meta AI, and DeepSeek
c) Google Bard, Perplexity AI, and Jasper AI

5️. What marketing function can ChatGPT perform without additional software?
a) Google Ads optimization
b) Marketing strategy creation using generative AI
c) Predictive customer analysis

6️. What is one of the recommended tools for managing clients and automating sales in an SME?
a) HubSpot CRM
b) Canva AI
c) Jasper AI

Section 3: AI in B2B Sales

7️. What is a highly demanded AI function in B2B sales?
a) Online review analysis
b) Prospecting process automation and lead scoring
c) Social media content creation

8️. What is an example of emerging AI in B2B sales?
a) Intelligent chatbots
b) Augmented Reality for product demonstrations
c) CRM automation

9️. What is one of the main reasons AI in B2B sales is growing?
a) It facilitates the automation of repetitive tasks and improves personalization
b) It allows customers to purchase without talking to a salesperson
c) It increases the use of artificial intelligence in social media

10️. What percentage of marketing directors believe there is a gap between technology investment and return on investment (ROI)?
a) 30%
b) 45%
c) 55%

Answers will be provided after the references.

I leave you with a final reminder: in marketing and sales, we must always generate value.

 

References:

Online Reports and Articles:

Artificial Intelligence Tools:

 

Test Answers:

1️. a) Increase in productivity
2️. c) 42%
3️. b) Only 60% of acquired technology potential is utilized
4️. a) ChatGPT, Google Gemini, and Microsoft Copilot
5️. b) Creation of marketing strategies with generative AI
6️. a) HubSpot CRM
7️. b) Prospecting process automation and lead scoring
8️. b) Augmented Reality for product demonstrations
9️. a) Facilitates the automation of repetitive tasks and improves personalization
10. c) 55%

 

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