AI, AI, AI - it's everywhere. But where do I start?
A few real-world GTM focused AI use cases that any organization can use today
As we head into the holiday season, I wanted to share a few ways that I’ve been helping companies use different AI tools and capabilities to help drive productivity improvements. I’ll do this by giving a few examples of real-world use cases that anyone can do in their business today.
Before we start, I wanted to share a pullback and share a different lens you can use to think about how the various AI tools can help you and your organization today. There are three “AI personas” that I’ve been talking to folks about. Think of the best AI tools (like ChatGPT) as the following:
A Strategy Consultant in your pocket able to help extract insights, provide guidance, and generate content on a wide range of topics
A Data Scientist in your pocket able to help do statistical and financial analysis, machine learning, predictive modeling, and a lot more on complex datasets
A Visual Explorer in our pocket able to describe images, interpret content, and provide recommendations and improvements purely based on image analysis
Most people are just scratching the surface of what the tools can do today – especially since most of the folks I’ve spoken with are still using the free versions of everything out there. As we go through these examples and the ones in the next newsletter, keep those AI personas in mind.
Use Case I: Improving the Sales Meeting
There are tools out there today that allow you to understand what’s really happening in all your sales meetings. What can you do today?
Sentiment analysis (real-time or after the event)
Engagement analysis (real-time or after the event)
Talk time by participant
Adherence to key talking points
Talking speed
Creating automated meeting summaries
Automated outcomes & next steps populated in key systems
Recommended to-dos and follow-ups
Why is this so useful? It creates several productivity enhancements across the sales and training organizations, improves deal hygiene, and helps with overall deal execution.
Instant feedback to improve / re-direct meetings
Long-term customized training improvements
Improve CRM hygiene, activity, and deal movement
Measuring the impact of your messaging at the end of the quarter
Use Case II: Help Launch a New Marketing Campaign
Say that you’re a growth stage startup with a new innovative contact center solution, and you – as director of marketing – have been tasked with creating some new campaigns for the team to react to. Getting ad concepts, sample ad copy, and creating graphics has never been easier.
Here’s an example of how you can use this and what the results look like. Go to ChatGPT and type in the following:
“We’re a new startup with an innovative contact center offering that has better CX than any of the existing competitors, has the most advanced AI capabilities to provide a true omni-channel solution, and allows it to be deployed into any environment in two weeks. We want to target CEOs, CFOs and CROs in the financial services and healthcare industries. We want to test a bunch of different advertising campaigns. Can you create 10 different short ad campaigns we could put in an online ad and create a graphic for each one as well?”
So you’ve told it a little about the company, a little about who you want to target, and what industries you would like to focus on first. What do you get back?
Sample Campaign Concepts:
Creating targeted ad campaigns for C-level executives in the financial services and healthcare industries involves a multi-faceted approach, taking into consideration the unique aspects of marketing within these sectors, as well as the decision-making mindsets of CEOs, CFOs, and CROs. Below are ten ad campaign concepts, each accompanied by an idea for a graphic. Given the complexity of the subjects, I'll summarize the key points for each campaign, and then we can discuss creating graphics for them.
Next-Level Omni-Channel: Highlighting seamless integration across channels with a graphic showing a connected network of devices and platforms, symbolizing the omni-channel capabilities.
AI-Powered Efficiency: Focusing on the advanced AI of the contact center, an image showing AI and human agents working in tandem could be impactful.
Rapid Deployment: An ad showcasing the rapid two-week deployment, with a fast-forward timeline graphic that marks the start to deployment completion.
Customer Experience First: Emphasizing superior customer experience, a graphic with happy customer icons and positive growth charts would be effective.
Cutting-Edge Security: For financial services, emphasizing trust and security with a graphic of a fortified digital cloud or safe would resonate.
Healthcare Empowerment: Highlighting the modern, empowered healthcare consumer with graphics showing digital healthcare tools like telehealth and online scheduling.
Financial Expertise: Showcasing your brand as a knowledgeable leader in finance with a graphic of a financial expert providing guidance, surrounded by data points and growth graphs.
Healthcare Personalization: An ad focusing on personalized healthcare journeys with a graphic illustrating a patient's personalized path to wellness.
Cost-Effective Solutions: For CFOs, an ad that speaks to cost efficiency, featuring a graphic of a scale balancing quality and cost would be compelling.
Compliance & Transparency: Particularly relevant in healthcare, an ad that emphasizes compliance with a graphic showing a checklist with all items marked as complete.
Insights to Create Images:
For each of these campaigns, the graphics should be clean, and professional, and convey the message at a glance. They should use the brand colors and maintain a consistent style to build brand recognition.
Here is a synthesized summary of the insights to guide the creation of the ads and graphics:
C-Suite Alignment: CEOs, CFOs, and CROs look for growth and efficiency, and they value marketing that's directly tied to strategic growth goals.
Sophisticated Marketing: C-level executives in healthcare and finance respect sophisticated, data-driven marketing strategies that demonstrate clear ROI and customer understanding.
Digital Presence: A strong, mobile-friendly digital presence is crucial, especially in finance and healthcare where the target audience increasingly seeks digital solutions.
Trust and Security: Security is paramount in finance, and ads should emphasize commitment to data protection and adherence to strict standards.
Customer Experience: In healthcare, improving the consumer experience is key, with a focus on personalization and convenience for patients.
Agility and Measurement: Agile marketing and measurement are important across sectors, allowing for quick adaptation and evidence-based decision making.
If you then ask for some sample ad copy for a few ads – you’ll get something like this:
Sample AD copy
Let's create three ad concepts based on the insights gathered:
Omni-Channel Excellence Ad:
Headline: "Unify Your Customer Experience”
Copy: "Deploy a true omni-channel solution in two weeks. Elevate your customer interactions with our AI-driven platform.”
Graphic: A sleek interface with interconnected nodes representing different channels — phone, email, chat, social media — all converging into a central hub symbolizing the contact center.
Healthcare Personalization Ad:
Headline: "Personalized Healthcare Journeys”
Copy: "Transform patient experience with our digital-first approach. Connect, engage, and care with precision.”
Graphic: A path leading from a patient icon to a heart symbol, with digital touchpoints like a tablet and smartphone along the way, indicating a personalized healthcare experience.
Financial Trust Ad:
Headline: "Secure the Trust of Your Clients”
Copy: "Our contact center solutions prioritize security and compliance, ensuring the protection of sensitive financial data.”
Graphic: A shield overlaying a digital landscape, with a checkmark indicating security and lines connecting to financial symbols like currency signs and graphs.
You can then ask ChatGPT to create the images based on the information it provided earlier – and when you put it all together, you can get something like this:
Thanks to the power of the AI tools – you can iterate and tweak to your hearts content until you get something that you think the team will like. You can save a tremendous amount of time and jumpstarting the process like this.
Use Case III: Research Companies You Want To Target
Let’s say you’re a senior sales leader at a SaaS company with a new churn reduction solution – and you think the best fit would be in the traditional UCaaS providers. In order to help you position your product, you might go do some research on some of the key players. Now, you could go and do your own research on each company, but instead, I would suggest using a tool like ChatGPT. You might ask something like this:
“Please do a detailed competitive analysis of 8x8's contact center offering in comparison to Five9's contact center offering. Do a full SWOT breakdown of each product. Discuss market positioning and any risks to their business models from recent earnings calls.”
What you’ll instantly get back is something that looks like this:
A great starting point of research for each company. Now, let’s say you want to take it to the next level and start reaching out to some company executives, but you don’t know who they are. You might ask ChatGPT something like this:
“I want to reach out to the CFO of 8x8 about our new AI product that can help them dramatically reduce churn. Our company is called ChurnGoAway. Please find his name and based on what you know through the SWOT analysis and what a CFO does, please create a draft email for me that has compelling talking points that I could use to introduce my company and ask for a meeting.”
Doing that – you will get a letter back that would look something like this:
A couple of important caveats – always always always double-check the information you get back on executive contacts. I find that the systems aren’t always up-to-date, or they hallucinate. I can’t emphasize this enough – you need to double-check it.
That letter is also a great starting point, but I would obviously edit it to use my tone of voice (which you could do by uploading some samples of your writing and asking it to re-write it in your tone of voice). But as a way to jumpstart the process – these tools are incredibly powerful.
WRAPPING UP
There are so many use cases and tools that it can be hard to keep up. The video, image, and voice tools that are emerging are amazing. The new image recognition capabilities are incredibly powerful, and the ability to create agents going forward is going to open up incredible new possibilities for changes in process and productivity that we are only beginning to imagine.
I’ll post several more real-world use cases in a few days. Looking for help in this area? My team is helping companies in the following ways, and we’re happy to work with you, too. Please reach out for more info:
Executive briefings: 1-2 hour overviews for executive teams that show the range of ways that AI is helping organizations today with extensive use cases – the goal is to show the ‘art of the possible’ of what can be done in their organizations today to increase productivity
Learning workshops: typically ½ day sessions that go deep in functional areas that cover the use cases, workflows, and tools that can help them improve processes and productivity today
Strategy sessions: full strategic off-sites that take a broad view of the industry, the company, and current and emerging AI technologies to help leaders craft long-term strategies enabled by AI
As always, it ends with a photo of Ollie. Actually, it’s not just Ollie – it’s him next to his holiday likeness sitting in our front yard. Enjoy.
Best,
Steve