About the Author: Riley Venable is an experienced Atlassian consultant with deep expertise in cloud migration, ITSM, and workflow optimization. With a strong background in helping organizations maximize their use of Atlassian tools, Riley is dedicated to driving efficiency and delivering tailored solutions for clients across various industries. Passionate about the latest developments in the Atlassian ecosystem, Riley shares insights on how teams can leverage technology to achieve their goals.

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AI agents like those in Atlassian Rovo are becoming powerful allies for marketing teams. These agents help reduce manual workloads, streamline processes, and make connecting with customers on a deeper level easier. Here, we explore practical ways marketers can use Rovo's no-code AI agents to boost customer engagement and efficiency and how to set these up quickly.

Marketing-Specific Use Cases and Implementation with Rovo

1. Automating Marketing Workflows (Out-of-the-Box Capabilities)

• Connector Setup for Marketing Tools: Rovo connectors allow seamless integration with Atlassian tools like Jira and Confluence. Start by navigating to the Rovo admin panel, where you can select relevant applications and grant data access permissions. This integration lets Rovo manage data flow across these tools, enhancing the efficiency of marketing workflows.

• Marketing Action Setup: Actions define what a Rovo agent can do, such as creating issues, adding comments, or updating pages in Jira and Confluence. In the 'Agent Actions' tab, configure specific actions that suit your marketing needs. Available actions out of the box include:

  • Jira Actions: Create issue, Add comment to issue, Transition issue, Assign issue, Edit issue, Delete issues, Add to sprint.

  • Confluence Actions: Create page, Add comment to page.

  • Keep actions simple and assign fewer than five actions per agent to maintain optimal performance and prevent complexity.

• Workflow Automation: Rovo supports basic automations like notification-based triggers and task creation. For example, you can automate actions like notifying the marketing team when a new Jira issue is created or adding comments to Confluence pages. This eliminates manual steps for simple tasks, but complex multi-step automations may require manual setup.

2. Optimizing Content Creation and Distribution

• AI-Powered Content Drafting for Marketing Campaigns: Use Rovo’s AI drafting feature to create content for marketing materials, like emails, social media posts, or blog articles. In the 'Agent Actions' tab, select the content generation action. Rovo can create a first draft based on predefined templates, allowing your team to focus on refining rather than starting from scratch.

• Enrich Content with Knowledge Sources: Enhance content drafts by linking Rovo agents to Confluence spaces where marketing assets and guidelines are stored. This helps Rovo pull in relevant data and enrich content with accurate information. Set this up in the 'Knowledge Sources' tab to link the right resources.

• Content Review Automation: Rovo can notify team members when drafts are ready for review. Configuring notifications ensures that the right people review content, aligning it with brand messaging and quality standards.

3. Enhancing Customer Engagement

• Deploy Chat Agents for Customer Inquiries: Use Rovo's Chat Agent to handle basic inquiries from potential customers. Configure the chat agent through the Rovo admin panel, linking it to your website’s chat widget or social media channels. This offers real-time responses, giving potential customers instant answers and improving engagement. However, chat capabilities are currently limited to predefined responses and FAQs.

• Knowledge Sources for Personalized Chat Responses: Set up knowledge sources, like Confluence pages containing FAQs or product guides, to enhance the Chat Agent's ability to respond to customer questions effectively. Configure knowledge sources in Rovo to make sure responses are accurate and consistent.

• Custom Responses and Lead Escalation: Use the 'Instructions' tab to guide the Chat Agent on how to handle customer queries. For complex questions or high-value leads, set up escalation rules to forward these inquiries to a human sales or marketing representative.

4. Automating Lead Management and Nurturing

• Automated Lead Capture: Use Rovo connectors to automate the lead capture process. For instance, connect lead capture forms on your website to Jira to automatically create and track leads. Set up these connectors in the 'Connectors' tab to make sure new leads are registered promptly.

• Basic Automated Follow-Ups: Use Rovo’s no-code automation to send follow-up notifications when leads are captured. In the 'Automation Actions' tab, define simple triggers like “lead capture” to notify the marketing team. Full-fledged email nurturing sequences are not yet supported, but basic notification-based actions help keep your team informed.

• Lead Assignment and Qualification: Assign leads manually in the 'Lead Management' section based on criteria like product interest or location. Since Rovo's automated lead qualification is currently limited, manual review may still be necessary for effective management.

5. Integrating Market Research Insights

• Knowledge Sources for Market Research: Configure Rovo to access Confluence spaces containing market research reports, competitor analysis, and industry insights. This lets Rovo use these sources when providing insights, ensuring your campaigns are based on the latest information.

• Trend Monitoring and Alerts: Use Rovo to set up keyword alerts that notify your marketing team about emerging trends relevant to your market. Set up these alerts in the 'Alert Actions' tab to track specific keywords, giving your team timely insights for campaign adjustments.

6. Improving Customer Experience with Chat Agents (Out-of-the-Box Focus)

• Deploy Chat Agents for Real-Time Customer Support: Rovo’s chat agents can be used to provide instant answers to common questions on your website. For example, customers visiting a product page can quickly get answers about features, promotions, or upcoming events.

• Link Chat Agents to Knowledge Bases: Connect your chat agents to Confluence pages containing product guides, FAQs, or campaign information to enhance response quality. This provides personalized and accurate information while minimizing manual intervention. Configure knowledge sources in the 'Knowledge Sources' tab for direct access to relevant data.

• Escalate Inquiries to Human Agents: For questions that require more detailed answers, Rovo can escalate the conversation to a human agent. Set escalation rules in the 'Instructions' tab to ensure customer questions are handled smoothly.

7. Coordinating Marketing Campaigns with Task Management

• Automate Campaign Task Creation: Use Rovo to automate task creation for your marketing campaigns. For instance, when a new campaign is launched, Rovo can automatically create tasks in Jira for different campaign phases—like content creation, design, and social media promotion.

• Set Automated Deadlines and Notifications: Rovo can set deadlines for each task and notify relevant team members. This ensures the campaign stays on schedule and all tasks are completed on time.

• Track Campaign Progress in Real-Time: Use Jira dashboards integrated with Rovo to keep tabs on marketing tasks. Agents can provide regular progress updates or send alerts if deadlines are approaching, helping the team stay organized and accountable.

8. Automating Social Media Monitoring

• Track Keywords for Social Engagement: Set up Rovo agents to track specific keywords across Confluence pages or linked knowledge bases. While full social media integration is not available, Rovo can help you stay informed about discussions relevant to your campaigns by tracking mentions in existing knowledge sources.

• Alert Marketing Teams for Proactive Responses: Configure alerts that notify the marketing team when specific keywords are detected, allowing for quick responses. This helps with proactive engagement and ensures emerging opportunities or issues are addressed promptly.

Expanded Use Cases: Hypothetical Scenarios for Enhanced Marketing Automation

9. Using Rovo Agents for Personalized Campaign Outreach

• Customer Segmentation and Targeting: Imagine setting up Rovo agents to categorize customer data based on their engagement with your previous campaigns. By linking Rovo to a CRM integrated with Confluence, the agent could generate lists of customers who engaged with specific products or services. You could then automatically create a Jira task for your email marketing team to send targeted campaigns based on that segmentation.

• Personalized Content Suggestions: Configure Rovo agents to pull content suggestions for each customer segment from Confluence, where past marketing materials and relevant data are stored. This helps your team quickly put together personalized email or social media campaigns, increasing the likelihood of conversions.

10. Real-Time Campaign Performance Tracking with Rovo

• Real-Time Data Analysis: Suppose you’re running a seasonal campaign and want to understand its impact immediately. Configure Rovo to gather real-time insights from Jira issues and Confluence pages that your team is using to document progress. The Rovo agent could then generate daily status summaries, ensuring stakeholders have an up-to-date understanding of campaign performance.

• Alert System for Campaign Adjustments: Set up alerts in Rovo for scenarios such as underperformance in certain marketing channels. If a specific social media campaign isn’t delivering the expected results, Rovo can automatically trigger notifications to your marketing team, prompting them to adjust their strategy.

11. Streamlining Event Management with Rovo Agents

• Managing Webinars and In-Person Events: Imagine a scenario where your marketing team is organizing a webinar. Use Rovo to automate the creation of tasks related to the event. These tasks could include creating registration forms in Confluence, setting up a Jira issue for coordinating with speakers, and notifying the marketing team about promotional activities.

• Tracking Registrations and Follow-Ups: Link Rovo to track registration numbers through Confluence pages, and configure an agent action to send follow-up tasks to team members responsible for engaging with attendees. This ensures no lead is left unattended and post-event nurturing is smooth.

12. Cross-Department Collaboration for Marketing and Sales

• Marketing and Sales Alignment: Rovo can facilitate collaboration between marketing and sales teams. For example, marketing teams often pass leads to sales, but timely follow-up is crucial. Set up Rovo agents to automatically assign tasks in Jira for sales reps when new leads are identified by marketing. This reduces friction and ensures warm leads are promptly contacted.

• Shared Knowledge Sources: Link shared Confluence spaces containing customer journey maps and sales collateral to Rovo agents. By doing this, both teams have access to the same information, ensuring consistency in messaging and more effective handoffs.

13. Automated Content Library Management

• Keeping Marketing Assets Updated: Rovo agents can help manage your content library in Confluence. Set up a schedule where Rovo reviews and identifies outdated content or missing assets in Confluence spaces. Create a Jira task for the content team to update specific materials or add missing graphics. This keeps your library up-to-date without manual tracking.

• Tagging and Categorizing Content: Use Rovo to automatically tag and categorize newly added marketing content in Confluence. This allows your team to quickly find what they need, be it campaign-specific images, past blogs, or FAQs.

14. Onboarding New Marketing Employees with Rovo Agents

• Automated Onboarding Tasks: When a new marketing employee joins, Rovo can automate the creation of onboarding tasks in Jira, such as completing training modules, accessing relevant Confluence spaces, and reviewing important campaign materials. This ensures a standardized onboarding process and reduces the manual effort required by HR or team leads.

• Providing Access to Learning Resources: Set up Rovo to provide new employees with direct access to key knowledge sources in Confluence. For example, Rovo can direct new hires to important documentation about brand guidelines, campaign strategies, and internal marketing processes. This helps them get up to speed faster and integrate effectively with the team.

• Chat Agents for New Hire Questions: Rovo's chat agent can also act as a virtual assistant for new hires, answering common questions about workflows or where to find specific resources. This minimizes interruptions to other team members and allows new employees to be more independent during their onboarding.

15. Using Chat Agents to Find Follow-Up Strategies Based on Data in Confluence

• Contextual Customer Follow-Ups: Rovo chat agents can be configured to assist team members in finding the best follow-up strategies based on customer data stored in Confluence. For example, if a customer previously engaged with certain types of content, the chat agent can pull that information from Confluence and suggest appropriate follow-up actions, such as offering a related product or sending targeted promotional material.

• Quick Access to Historical Data: Set up Rovo chat agents to access campaign history or customer engagement records from Confluence to provide marketers with relevant insights quickly. This helps the team decide the most effective follow-up strategy and ensures a personalized approach to customer outreach.

Practical Use Case: Setting Up Automated Marketing Follow-Up with Rovo

Let’s look at how Rovo can help streamline customer follow-ups using its no-code features:

1. Configure Connectors: Link your website's lead capture form to Rovo so that every time a potential customer fills out the form, their details are captured. Go to the 'Connectors' section, select your form, and authorize data flow.

2. Set Up Follow-Up Notification: Use the 'Automation Actions' tab to create an action that sends a notification to the marketing team whenever a new lead is captured. Define the trigger (e.g., lead capture) to ensure timely follow-up.

3. Manual Lead Assignment: Manually assign leads to the appropriate sales rep in the 'Lead Management' section, based on criteria like the type of product they’re interested in or their location.

4. Monitor Campaign Performance: Use Rovo’s analytics dashboard to track follow-up rates, lead conversions, and other key metrics. Customize your 'Analytics' section to monitor these metrics and make informed decisions for improving campaigns.

Wrapping Up

Ready to harness the power of AI for your marketing team? Contact Atlas Bench today to learn how we can help you implement Rovo’s no-code AI solutions. Let’s work together to elevate your campaigns, streamline your processes, and transform your customer engagement.

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