How to Use AI for Prospecting Executives (Kyle Coleman, Copy.ai)

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1. 3:32

   And that was a light bulb moment and really helped our sales and marketing team find and target those companies and have a lot of success. Great. What's number two? Number two, how do you actually find these strategic initiatives? So it's one thing for me to say, yeah, go and sell to executives and they're going to fund this project. Finding these initiatives is a little trickier. “This is where super deep account research, super deep contact research is extremely important.” So as you're researching your accounts, I think the mistake that a lot of people make, and you guys have seen this before, people either entirely skip account research or they do it like a hand waving box checking exercise. Yeah, I know where they're headquartered and I know how many employees they have. Like that ain't it.

   In Account research

2. 12:02

   This is why outbound is so hard, is because it's rare for you to find companies that are in market for your solution. It's like finding a needle in a haystack. So, if you do find those four companies that are your 100 or 200 that are in market, full court press on those four. You need to go super deep on the research. “You need to be hyper custom with every sales touchpoint.” You need to get your executives involved and doing outreach to the executives at those companies. You need to work with the marketing team and make sure that you have the custom ABM approach, the landing pages, the digital ads, all of the resources that you possibly can for that subset of your customer base. And hopefully you can make the right case to all these cross-functional stakeholders

   In Personalization prioritization

3. 18:59

   You can do some version of this with ChatGBT. It's just not going to be as fully automated as something like copy AI would be. Mark Cosaglow, my other co-host, wrote a newsletter on how to do some of this stuff inside of ChatGBT, a free chat bot. And his process actually looks “first things like understand the industry level insight,” the big business initiatives. And so the types of things that he wants to understand for the product he's selling is, show me product lines that are declining in revenue. Then from there, what he does is he exports, for example, Dick's Sporting Goods, 10K, and then plugs that into

   In AI account research

4. 21:29

   And you get all of this information that's just right at your fingertips for you to go and execute on. There's a spectrum of automation. You can go the really streamlined approach with tools like copy AI if you want, or you can go a bit more manual. It's going to take a little bit more juice, but the juice is worth the squeeze in the chat. GPT example. Either way, you have to do it. You can't do this manually. “AI is very good at this.” So please, please, please, in some form or fashion, use AI and leaders. Make sure that you have this injection or this infusion of AI across these various processes because synthesizing information and drawing out insights is extremely labor intensive and expensive. AI is very good at it. You just need to put it to work.

   In AI research synthesis

5. 23:26

   keep it short and all of these things that definitely still applies. But that ignores relevancy and that ignores resonance. And if you've done a lot of research and you know that you're reaching out to a senior level finance person who's probably going to be responsible or at least very involved in this pre IPO process and you hit the nail on the head with your messaging and the resonance “you can get away with a bit more context in your email, which is to” say a bit more length in the email. Now that said, it still needs to be crisp. It still needs to be readable. You don't want to write a novel to them, but you can probably get away with being a little bit more robust than that. I probably would hesitate to go much longer than 150 or 200 words in any cold outreach, but explain yourself. I was researching your company. I see you're on a path to IPO.

   In Cold email length and readability

6. 23:34

   And if you've done a lot of research and you know that you're reaching out to a senior level finance person who's probably going to be responsible or at least very involved in this pre IPO process and you hit the nail on the head with your messaging and the resonance of that messaging, you can get away with a bit more context in your email, which is to say a bit more length in the email. “Now that said, it still needs to be crisp.” It still needs to be readable. You don't want to write a novel to them, but you can probably get away with being a little bit more robust than that. I probably would hesitate to go much longer than 150 or 200 words in any cold outreach, but explain yourself. I was researching your company. I see you're on a path to IPO. I read this interview with your CEO.

   In Cold email length and readability

7. 23:36

   level finance person who's probably going to be responsible or at least very involved in this pre IPO process and you hit the nail on the head with your messaging and the resonance of that messaging, you can get away with a bit more context in your email, which is to say a bit more length in the email. Now that said, it still needs to be crisp. “It still needs to be readable.” You don't want to write a novel to them, but you can probably get away with being a little bit more robust than that. I probably would hesitate to go much longer than 150 or 200 words in any cold outreach, but explain yourself. I was researching your company. I see you're on a path to IPO. I read this interview with your CEO. We've helped other companies on the same path in this specific way.

   In Cold email length and readability

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