How Generative AI Will Transform Go-To-Market Teams
The rapid advancement of generative AI is set to revolutionize go-to-market functions like marketing, sales, and customer success. Tools like ChatGPT automate rote work and generate new ideas to boost efficiency and personalization.
Let’s explore the tangible benefits generative AI can offer to demand gen, content production, campaign creation, sales enablement, and more. We'll also look at tactical tips for each go-to-market team to maximize value while mitigating risks.
Generating More Personalized Content Faster for Marketing & Demand Gen
Generative AI excels at creating marketing copy and content at scale while still keeping it personalized. Instead of general ebooks, blogs, emails, and ads, AI can dynamically generate custom versions tailored to each customer.
According to Drift's 2021 State of Marketing Report, 44% of marketing teams say producing enough content is their biggest challenge. AI can help fill this gap and adapt content to individual subscribers and accounts.
Specific applications include:
Automatically generating multiple versions of an email nurture track or ad campaign based on customer segmentation data. Tools like Phrasee and Copy.ai can optimize wording to improve engagement.
Producing hundreds of similar but unique meta descriptions and social posts. Jarvis from Anthropic can rephrase the same core message in myriad ways.
Personalize the content, offers, and design in an ebook for each reader based on their industry, role, and interests.
Creating dozens of tailored landing pages optimized for specific keywords and conversion rates.
The result is more relevant messaging and higher conversion rates. Drift reports 44% of sales teams see increased productivity when marketing content is better aligned with their process.
Actionable Tactics:
Audit existing content and identify areas where multiple versions could increase relevancy, like nurture emails, ads, and landing pages.
Use generative tools like Copy.ai and Phrasee to A/B test different content variations for the same offer or post.
Load customer data and profiles into the AI so it can tailor its outputs. Jarvis allows data file imports.
Start small with a few pieces of sample content, then scale up tailored content across your site once proven out.
Supercharging Campaign Ideation and Copy Variations
AI excels at ideating entirely new concepts, headlines, and copy at scale. This allows for rapid experimentation to find top-performing variants.
Campaign development is extremely time-intensive. AI-generated options can provide starting points to build upon. Then the core human insight and strategy remain, while the AI handles the copious ideation and iteration.
Imagen from Anthropic can review past top-performing campaigns and create completely novel concepts in the same vein. Marketers can select the most promising options to refine.
We're already seeing success here. Hershey's used AI to create dozens of new candy bar commercial ideas and chose one AI-generated option for its latest TV spot. The "Cookies or Love" ad saw a 14% increase in attention and 7% lift in product purchase intent.
Tactics to try:
Use a platform like Imagen to ideate around new campaign themes and copy angles for your next promotion.
Generate 50+ variations of display ads or social posts around your current strategy so you can A/B test the top options.
Plug past campaign briefs into AI to generate new potential creative directions before your next brainstorm.
Have AI review competitors' successful campaigns for inspiration on new creative or messaging.
AI-Powered Customer Journey Analytics
Generative AI can automatically surface insights from customer data and feedback to improve conversion across the journey.
Analyzing journeys at scale is extremely difficult for humans. AI tools like GrowthBot from Unbounce can ingest data from your tech stack and pinpoint optimization opportunities, like:
Identifying pain points in account signup flows where customers are dropping off
Determining the blog and landing page content most correlated with conversions
Spotting gaps in audience targeting compared to your Ideal Customer Profile
Predicting which types of customers are most at risk of churn
This analysis allows you to iterate faster and maximize the impact of content, campaigns, and messaging. Per Aberdeen Group, companies with the most mature customer journey analytics improve conversion rates by 15% on average.
Tactics to leverage these AI capabilities:
Connect the AI to your data sources and CRM to analyze journeys. Import your ICP and buyer personas.
Generate a report identifying optimization opportunities for your site, campaigns, and nurture strategy.
Have the AI assess which types of content and offers influence conversions at each funnel stage.
Use an AI like ChurnZero to predict churn likelihood based on behavioral signals and intervene.
Enhancing Sales Efficiency with AI-Generated Insights
Generative AI can analyze customer data and conversations, then recommend the optimal sales actions to close more deals. Reps also benefit from AI automating administrative tasks to focus on selling.
Per CSO Insights, sales reps spend just 34% of their time actually selling, on average. AI can help reps spend more time on the highest value activities.
Specific applications in sales enablement include:
Summarizing customer documents and data to auto-generate pre-meeting briefs for each account.
Analyze customer convos and usage to prompt relevant cross-sells and upsells for each individual.
Drafting follow-up emails and templated responses to customer questions to save reps time.
Scanning agreements and RFPs to identify risks, negotiate terms, and accelerate deal closure.
Providing talking points tailored to the customer based on intelligence gathered on their company and role.
Forecasting revenue and suggesting actions to hit goals based on historical performance.
These capabilities allow reps to be more informed on customers and close more lucrative, complex deals by spending time more efficiently.
Tactics to leverage for sales enablement:
Load key account data into an AI assistant to auto-summarize priority accounts before meetings.
Use conversation analytics tools like Gong or Chorus to identify common cross-selling opportunities.
Have an AI like Claude from Anthropic handle basic information requests from prospects to assist reps.
Test AI contract and document analysis to accelerate deal reviews on a subset of key accounts first.
Uncovering Partnership and Upsell Opportunities
AI tools can continually analyze data to identify accounts and partnerships with the most cross-sell and expansion potential.
It’s challenging for humans to manually evaluate all possible use cases and accounts to prioritize partnership integration and upsell opportunities. AI can surface unseen options by crunching data.
For instance, an AI tool could:
Assess accounts using your product in a narrow way and suggest expansions based on full use cases.
Analyze customer support cases and identify recurring issues that new products could solve.
Review your Ideal Customer Profile and company database to generate new potential modernization partners.
Evaluate deal size data by industry and company size to estimate expansion revenue potential.
Monitor customer health metrics and usage to identify at-risk accounts for upsells and conversions to paid tiers.
Focusing sales efforts on these high-potential accounts and products can drive material revenue growth, especially at mid-market and enterprise levels.
Tactics to Identify new business opportunities:
Have an AI tool like 6Sense analyze account data and identify underserved accounts and use cases.
Use customer feedback to determine recurring pain points, then ideate new solutions.
Load your company and contacts database into an AI to identify “lookalike” prospects that match your ICP.
Evaluate product usage data to spot highly engaged customers primed for premium expansions.
Personalizing Customer Onboarding and Training
AI can digest customer data and interactions to provide tailored onboarding and training content for each user.
Today, onboarding is often one-size-fits-all. But AI allows personalization at scale based on the customer's role, level of expertise, industry, and observed behavior.
Use cases include:
Tailoring the product tour and search recommendations to the individual user based on their team. e.g. Showing finance features to finance roles.
Generating short, customized tutorial videos on the capabilities most relevant to each customer's usage patterns.
Creating onboarding checklists and projected success roadmaps for promoters vs detractors.
Proactively surfacing help content related to pain points identified for each customer segment.
Recommending additional features and training to customers at risk of churn based on adoption levels.
Personalized onboarding boosts adoption and retention. Per Appcues, companies see 50% faster time to value realization with tailored onboarding. AI is key to scaling this.
Tactics to personalize onboarding:
Build personas across your customer base based on role, industry, and use cases
Analyze early usage patterns to create "Getting Started" guides unique to each user.
Generate short tutorial videos programmatically from your documents on the topics each customer needs most.
Use an NPS or similar survey to assess pain points, then serve AI-recommended help content.
The Future of Go-To-Market is AI + Human
The examples above illustrate the enormous potential of generative AI across the go-to-market organization. Virtually every function can achieve greater leverage from AI's unique capabilities.
But while generative models are advancing rapidly, integrating them into workflows thoughtfully remains critical. The human touch still determines the overall strategy, creativity, and judgment calls.
Cross-functional collaboration will be key. For instance, the marketing team's creative positioning and personas should inform what sales and customer success ask the AI to generate.
Data quality also continues to be paramount - your AI is only as smart as the data and models it's trained on. And monitoring for biased or incorrect AI outputs will remain essential.
By combining the best human and artificial intelligence, go-to-market teams will reach new levels of personalization, efficiency, and revenue growth in the coming years. The strategies above provide an actionable roadmap to start realizing major gains from generative AI while laying a foundation for the future.