3 Use Cases for Generative AI in Sales

Published on
May 1, 2023
Eric Larson
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Generative AI buzz is everywhere these days, and it's a hot topic in sales.  Looking beyond the hype, there are real-world use cases available that organizations can explore now as they formulate their own strategies for AI adoption. Let's look at 3 areas where generative AI can bring value to sellers right now by tackling critical-but-time-consuming tasks and freeing up time to focus on building relationships and closing deals.

1. Account Research

One of the most time-consuming tasks for B2B salespeople is account research. But here's the problem: very few companies provide the tools and enablement required to do this well, let alone at scale.  Proper research involves sifting through mountains of data from a variety of sources: social media, news articles, and public records like 10K's and earnings calls.

Generative AI can automate this process by collecting and analyzing data to deliver valuable insights about customers and prospects. It can prioritize the best prospects for your product or service based on their strategy and business challenges; create differentiated messaging to align your value prop with the customer's priorities; and help AM's and CSM's stay aligned with their customer to drive value, retention, and expansion.

Business outcome: AI-driven account research saves up 20 hours per account of manual effort.

2. Personalized Communication

Personalized communication is key to successful B2B sales, but it can be challenging to craft personalized messages for each potential customer.

With a solid foundation of accurate high-quality research, generative AI can help salespeople personalize their communications by generating emails, pitches, and other sales materials that speak to the specific needs and pain points of each potential customer.

Business outcome: Personalization improves conversion rates by 50 to 100%.

3. Content Creation

Content creation is another area where generative AI can bring value to B2B sales. Again, by building on the foundation of AI-driven research, AI can generate content for both internal and external use that is tailored to your interests and needs. Customer facing usage includes emails, blog posts, social media posts, "right to win" messages, value props, and even newsletters (like this one 😉).

Internal content creation includes valuable assets like account plans, opportunity plans, executive briefing docs, and many elements of a typical QBR.  All of these can be automatically generated by combining AI-driven research and with your own sales content and customer data.  And once AI learns your policies and content it can even respond to RFP's and security questionnaires

Business outcome:  AI asset generation saves 3 to 5 hours on average for each asset created.  

Nail it then scale it. For the people.

AI is here to stay in sales, but that doesn't change the fact that sales is a fundamentally human endeavor.  Our vision is that AI won't replace salespeople - it will make them better by managing lower-value tasks so they can spend maximum time on the human side of selling.

Budgets and resources are tight, but small pilots can yield meaningful results in productivity and performance.  These pilots can have an impact in this year's plan, and put you in a position to see meaningful benefits in 2024.

To help you get started, rule5 is running a closed beta that is focused on enabling each of these use cases.  To learn more and join the waitlist visit https://www.rule5.io/.  And if you want to reach out to us, drop us a note to hello@rule5.io.

PS...shout out to Possessed Photography for their photo. https://unsplash.com/@possessedphotography

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