How To Use AI For Demand and Lead Generation

By Adam Metz (www.lead-zeppelin.com)

1. Introduction:

Artificial Intelligence (AI) is revolutionizing business operations, driving significant changes

across sectors. Its transformative potential applies to all businesses, regardless of size, type, or
growth phase. Whether you're a profitable company, a bootstrapped startup, a family-owned
enterprise, a company in transition, or seeking organic growth, AI offers compelling benefits.

Since it’s come out, this whitepaper has been downloaded over 300 times, and I’ve been asked
by a number of readers, especially from investment firms, to make edits to the
document.Specifically, they’ve asked for a number of things such as:
1. sample GAI Chatbot prompts that could be useful in each of our examples for
lead and demand generation
2. some sample applications that you’ve tested and like

So, when you read through the whitepaper, you’ll see a number of new revisions that include
our revisions and recommendations on how to do prompts and what applications we
recommend you use, if you want to do lead or demand generation using AI by yourself.

Profitable Companies: AI enhances operational efficiency, fosters demand, and boosts profits,
offering new growth avenues for successful companies.

Bootstrapped Businesses: AI maximizes resources by automating tasks and providing

intelligent insights, freeing up time to focus on business growth.

Family-Owned Enterprises: AI modernizes sales operations, combines experience with

technology, and increases demand while preserving tradition.

Companies in Transition: AI offers adaptable, scalable solutions that can navigate changes,
facilitating a smooth business transition.

www.lead-zeppelin.com Adam Metz

Businesses Looking for Organic Growth: AI optimizes operations, improves customer
understanding, and enables data-driven decisions, fostering sustainable growth.

This whitepaper will provide practical insights and strategies on leveraging AI specific to your
business. Despite initial challenges, proper guidance can help you harness AI's true potential.

2. Understanding AI and its Role in Demand Generation:

AI is an essential tool in marketing and sales for any business type. If you’re not
super-experienced with AI, here’s the high-level:

Artificial Intelligence (AI) Basics:

AI is a subset of computer science that creates machines capable of mimicking human

intelligence, learning from experience, adapting to new inputs, and performing tasks that require
human intellect.

AI in Marketing and Sales:

AI can streamline processes, improve decision-making, and enhance demand for your products
or services.

Profitable Companies: AI personalizes customer experiences, predicts buying behaviors, and

drives demand by analyzing customer data.

Bootstrapped Businesses: AI automates repetitive tasks, conducts market analysis, and

targets potential customers more efficiently, freeing resources for growth.

Family-Owned Enterprises: AI improves customer service, provides faster response times,

identifies new markets, and expands your family's legacy.

Companies in Transition: AI identifies trends, tracks customer sentiment, and adapts

marketing strategies, ensuring your business stays proactive and resilient.

www.lead-zeppelin.com Adam Metz

Businesses Looking for Organic Growth: AI provides data-driven insights that optimize
marketing efforts and enable informed decisions, facilitating steady, sustainable growth.

[If you’re wondering why this whitepaper does not speak to startups or venture-backed
companies it’s because our team does not consult with or work with those types of companies.
There is a no-cost program for them called sellandraise.com, and they are welcome to work with
other startup founders there at no cost. Venture-backed startups can learn sales and fundraising
skills there at no charge.]

The subsequent sections will delve into specific AI applications in marketing and sales, offering
practical insights to bolster demand generation. Regardless of your familiarity with AI, this
whitepaper delivers valuable insights specific to your business context.

3. Benefits of AI in Demand Generation:

AI for Customer Targeting and Personalization

AI's capability to analyze data on customer behavior enhances targeted, personalized

marketing.

Example 1: "Gourmet Goodies", a thriving bakery chain, could use AI to analyze

customer data and send personalized messages like "Sarah, your favorite
double-chocolate muffins are fresh!".

Example 2: "Green Thumb Gardening", a bootstrapped business, could leverage AI to

segment customers based on their patterns, enabling targeted marketing and optimizing
resource utilization.

Tool Suggestion: There have been many tools over the years for targeting and
personalization in AI-driven outreach. The one that’s probably the most affordable and
easy-to-use for companies that are just thinking of getting started is Apollo. It’s been
around for about 8 years, and it does have a free plan that is quite good for a small

www.lead-zeppelin.com Adam Metz

 team, which allows you to use about 30 outbound emails per day. Robust usage of the
platform costs about $7k per year, and it contains very thorough AI scoring as well as
automation to auto-load campaigns.

Prompts To Use: Go to whatever platform you prefer (something like Chat-GPT) and
type this in “I don't know a lot about all of the tools on the market for AI for Customer
Targeting and Personalization. Can you make a quick table for me that summarizes key
features, use cases, and rough pricing of each tool?” Ideally, use plugins like Totalquery
Search when using a service like Chat-GPT (these plugins cost $2 or so per month).

AI-Powered Predictive Analytics for Lead Scoring

AI can identify and prioritize prospective customers likely to make purchases.

Example 1: "Family Frames", a family-owned business, could use AI to analyze

interactions and predict customers likely to purchase custom framing services.

Example 2: "Future Fashions", transitioning from a physical store to online, could use AI
to identify customers likely to purchase online based on purchase history and
demographics.

Tool: Again, I’ve had very positive experiences with Apollo for lead scoring here, and
you can use basic scoring (2 scores) on their free plan.

Prompts To Use: Try typing in something like this, and you’ll get something really nice to
help you do your lead scoring: “I have never put together a lead score before, but I do
have software (Apollo.io) that can do this. Can you give me a brief checklist on how to do
this? I have some documentation in the Apollo support portal on how to do this but I am
very new to lead scoring. Can you give me a brief one-page primer and checklist on how
to get started on lead scoring?”

AI's Role in Content Marketing

www.lead-zeppelin.com Adam Metz

 AI can enhance content marketing by analyzing customer interests, suggesting or
creating appealing content.

Example 1: "Vintage Vehicles", a profitable company, could use AI to analyze customer

preferences and create relevant content, like "The 5 Most Coveted 1960s Convertibles".

Example 2: "Healthy Habits", a bootstrapped health food company, could use AI to

analyze customer interests, creating content like "How to Make a Delicious Kale and
Quinoa Salad".

Tools To Use: One problem that I have noticed is that when anyone uses a tool like
Chat-GPT or ReWord to write their content marketing is that the language often comes
across as really bland or too dry. So, here’s my system for producing written content
that’s super-interesting with the help of tools:

1. Use Chat-GPT or similar as an outlining tool. Input what you’re looking to

outline with a prompt similar to this: “I'm looking to write a piece for our
company's blog that's about 500 words long. Our blog readers are mainly
investment firms and they're struggling with how to get enough LPs. If you
can help me outline a blog post on how they can acquire LPs from the
people who are participating in the Instacart and Klayviyo IPOs that were
announced last Friday, that would be great.”
2. You’ll receive an outline that will be fairly tight - it should be about 6 key
points, with 3 sub-points under each (about 15-18 total sentences).
3. You can either write it in longhand or have the bot write the piece and
then dress it up by hand. Here’s how I like to play it. I give the bot a VERY
LONG writing sample of my own beforehand to let it analyze my tone and
style.
4. I then let the bot take a swing at the outline, once I have approved and
tweaked the outline.
5. Then, I hand-edit the outline. That way, I’ve approved the outline, the first
draft is based on my own tone and style AND I’ve line-edited the writing.
So, the end product is truly a man-machine artifact, and I have gone over
every word with my own eyes.

www.lead-zeppelin.com Adam Metz

 AI in Email Marketing

AI can optimize email marketing by personalizing emails and determining optimal send
times. (If you’d like to know what tool I use to do this, it’s a free tool called Apollo. If you
want to learn how to use their free AI email-writing tools, there’s a video that shows you
how to do that here. This feature is pretty advanced and it was only released in May
2023).

Example 1: "Books & Brews", a family-owned bookstore, could use AI to personalize

email newsletters, suggesting books based on customers' past purchases and reading
habits.

Example 2: "Tech Transformations", a transitioning company, could use AI to identify

optimal times to email customers about new software offerings.

Tools: One thing you’ll notice is that 10-20% of the emails you’ll send are just going to
bounce. You’ll also notice that running an email marketing program is very, very time
consuming and expensive. Labor and cost-wise, it will cost your company about
$300-400/day to do it. So, you will have to decide whether you’d like to cut costs by
outsourcing it, which can be done for closer to $115 per day. The other service I’ve found
to be really helpful for locating any and all emails and prospect cell numbers that Apollo
can’t find is Exactbuyer. Their pricing is also outrageously competitive - only about
$79/mo.

AI-Powered Chatbots for Customer Engagement and Support

Chatbots can enhance customer engagement and support, offering instant responses.

Example 1: "Green Leaf Landscaping", a profitable company, could use a chatbot for
instant customer responses, even after business hours.

www.lead-zeppelin.com Adam Metz

 Example 2: "Family Furnishings", a family-owned enterprise, could employ a chatbot to
assist customers in navigating their online catalog, saving time while offering immediate
help.

Tools: For something very basic like this, I’m thinking Pipedrive could be a good fit. It’s a
CRM with a very basic chatbot functionality that can be set up for about $500/year. While
it’s not super-sophisticated, you could deploy this plus Apollo fairly quickly and have a
totally AI-enabled stack within a week or so, and the two work reasonably well together.

AI for Enhanced Data Analysis and Decision-Making

AI aids better decisions by analyzing data effectively and predicting trends.

Example 1: "Eco Apparel", a growth-oriented business, could use AI to analyze sales

data and predict future trends, aiding inventory management.

Example 2: "Tranquil Travels", transitioning to sustainable travel options, could employ

AI to analyze data and customer feedback, predicting successful travel offerings, thus
enabling informed decision-making.

4. Key AI Tools for Demand Generation:

AI-Enhanced Customer Relationship Management (CRM)

CRM systems, augmented with AI, can predict and proactively manage customer relationships.

Example 1: "Bootstrapped Builders", a construction firm, could use AI-enhanced CRM to

anticipate client needs for additional services, facilitating proactive outreach.

Example 2: "Vintage Vinyl", a family-owned store, could apply AI within their CRM to suggest
new music releases to customers, boosting sales and satisfaction.

Tools: This is where it’s beginning to get rather interesting. In the past, sales prospecting
systems like Apollo, Outreach and Salesloft lived in their own world, and CRM systems like

www.lead-zeppelin.com Adam Metz

Pipedrive, Hubspot and Salesforce lived in their own world. Today, Apollo has made some major
changes and has added a new tool called the Deals object which is effectively a mini-CRM.
Companies that do not yet have a CRM may want to try out the Deals object prior to deploying a
full-scale CRM system. This is not to say that you do not need to deploy a CRM, but it’s worth
evaluating, if your CRM needs are modest, whether this may be feasible.

AI-Powered Marketing Automation Tools

Marketing automation tools, aided by AI, can analyze campaign performance and offer
improvement suggestions.

Example 1: "Bountiful Bakes", a profitable bakery, could use AI in its marketing tools to optimize
email campaign timing, aligned with customer purchasing habits.

Example 2: "Eco Apparel", an organically growing company, could use AI in their marketing tool
to analyze campaign performance and suggest improvements, like altering website color
scheme to increase conversions.

AI-Driven Content Creation and Curation Tools

AI content creation and curation tools can generate high-quality content or suggest
user-preferred content.

Example 1: "Fit & Fab", a bootstrapped fitness company, could employ AI content tools to
produce engaging blog posts based on customer online searches.

Example 2: "Tech Transformations" could use AI content tools to recommend relevant industry
news for their newsletters, saving research time and enhancing engagement.

Tools: This is a very crowded space right now, and there are many tools available, at varying
price points. Test out a lot of things before settling on anything. Here’s a fairly good recent
overview post on this from LinkedIn.

AI in Social Media Management Tools

www.lead-zeppelin.com Adam Metz

AI can analyze engagement patterns, suggest content, and optimize posting times in social
media management tools.

Example 1: "Family Furnishings", a family-owned business, could apply AI in their social media
tool to identify popular post types, refining their social media strategy.

Example 2: "Tranquil Travels", a transitioning company, could use AI to determine the best
times to post updates, maximizing reach and engagement.

Tools: Note that Twitter recently gated access to some of their social media management tools
but some of the incumbents like Buffer recently added AI features at no cost. Probably a good
idea to look at some of the least-pricey players in the industry that have been around the
longest, like Buffer or Sprout Social, if you’re working with a decent volume of reviews.

AI-Powered Chatbot Platforms

AI-enhanced chatbots can provide personalized, instant customer responses, understand

natural language and learn from past interactions.

Example 1: "Green Leaf Landscaping" could use an AI-powered chatbot platform for basic
customer inquiries, allowing staff to focus on more complex tasks.

Example 2: "Books & Brews" could use an AI chatbot for personalized book recommendations,
based on browsing habits, enriching the online shopping experience.

5. Implementing AI in Demand Generation: Here are some examples of how to

implement correctly, in a way that ensures that projects go live in a way that keeps AI as
part of sales and marketing culture, long-term, and produces sustainable results.

Fostering a Data-Driven Culture

www.lead-zeppelin.com Adam Metz

Profitable Company - Bountiful Bakes: Bountiful Bakes can instill a data-driven culture by
integrating customer insights from CRM and marketing tools into team meetings, promoting
data-based decisions and targets.

Bootstrapped Business - Fit & Fab: Fit & Fab can cultivate a data-driven culture by rewarding
data-based decision-making, training employees on AI tool usage for data collection and
analysis.

Choosing Suitable Tools

Family-Owned Enterprise - Vintage Vinyl: Vintage Vinyl should select AI tools aligned with
their needs and budget, starting with a cost-effective AI-powered CRM, gradually considering AI
for email marketing and social media as needs evolve.

Company in Transition - Tranquil Travels: Tranquil Travels should initially focus on AI tools
aiding decision-making and identifying growth opportunities, such as predictive analytics and
AI-enhanced CRMs.

Enhancing Training and Skills

Business Seeking Organic Growth - Eco Apparel: Eco Apparel could provide staff training
programs on AI tools, starting with basic AI literacy and gradually moving to specific tool-based
training.

Profitable Company - Bountiful Bakes: Bountiful Bakes could establish a training program
focused on AI usage in marketing automation tools to optimize campaigns.

Managing AI Implementation: Strategy to Execution

Bootstrapped Business - Fit & Fab: Fit & Fab could assign a project manager for AI
implementation, responsible for aligning implementation with business strategy, coordinating
training, and evaluating new tools' effectiveness.

www.lead-zeppelin.com Adam Metz

Family-Owned Enterprise - Family Furnishings: Family Furnishings could initiate AI
implementation in one area (e.g., chatbot for customer service), gradually expanding as comfort
and benefits become apparent.

Successful AI Implementation Case Study

Company in Transition - Tech Transformations: Tech Transformations boosted lead conversion

rates and improved customer targeting by fostering a data-driven culture, investing in
AI-enhanced CRM and marketing tools, and training staff on these tools, all overseen by a
project manager.

6. The Future of AI in Demand Generation and Revenue Operations (RevOps):

Predictions for AI Trends in Marketing, Sales, and Revenue Operations

As we look towards the future, AI will continue to revolutionize how we approach marketing,
sales, and revenue operations. We predict that AI will be integrated into every stage of the
customer journey, improving personalization and customer engagement. We'll see AI chatbots
becoming more sophisticated, capable of handling complex customer queries and providing
support that rivals human agents.

Moreover, as AI technology advances, predictive analytics will become even more accurate and
refined, helping businesses better anticipate customer behavior and streamline their sales
strategies. Machine learning algorithms will continue to evolve, enhancing the way we analyze
data and extract meaningful insights.

Crucially, AI is also set to transform revenue operations (RevOps). We anticipate a surge in

AI-powered analytics tools designed to provide CFOs with real-time financial insights, helping to
improve forecasting accuracy and optimize revenue streams. RevOps will increasingly rely on AI
to align marketing, sales, and customer success, making it easier to deliver seamless customer
experiences and drive sustainable growth.

Preparing for Future Changes and Advancements

www.lead-zeppelin.com Adam Metz

Preparing for the future of AI in demand generation involves continual learning and flexibility.
Businesses must stay abreast of technological advancements and industry trends, which could
involve attending relevant webinars, reading industry publications, or partnering with AI vendors
who can provide expert guidance.

It's also important for companies to maintain an agile mindset, ready to adapt their strategies as
AI technology evolves. This includes investing in ongoing training for their teams to ensure
they're capable of leveraging new AI tools and features as they emerge.

Finally, as AI becomes increasingly integrated into business operations, ethical considerations

will be more significant. Companies need to have protocols in place to ensure the responsible
use of AI, with a clear understanding of data privacy regulations and a commitment to using AI
to enhance, not replace, the human element in business.

In summary, embracing AI in demand generation is a journey, not a destination. By staying

informed, adaptable, and ethical, businesses can position themselves for success in this
exciting new era.

7. Conclusion:

As we navigate an increasingly digital age, harnessing the power of AI in marketing and sales is
no longer a luxury but a necessity. Whether you're a profitable company, a bootstrapped
business, a family-owned enterprise, a company in transition, or a business seeking organic
growth, AI offers invaluable tools for precise targeting, predictive analytics, personalized
content, and efficient customer engagement. However, successfully leveraging these tools
requires a data-driven culture, thoughtful tool selection, continuous skills development, and
strategic implementation management. In this ever-evolving landscape, the future belongs to
those who prepare for it today. Embrace AI and join the vanguard of demand generation.

For any questions feel free to email adam@adammetz.com, or if you need to chat with our
team, our calendar’s here.

www.lead-zeppelin.com Adam Metz

Helpful Links:

1. www.lead-zeppelin (demand-generation advice and tips)

2. https://apollo.grsm.io/v4gosh80p8ae (Link for a free Apollo plan, good for 2 campaigns
and 250 emails per day, includes the AI tools)
3. https://knowledge.apollo.io/hc/en-us/articles/15396174946445-Use-the-AI-Writing-Assist
ant-in-Your-Emails (Link to Apollo’s AI writing assistant)
4. https://www.waalaxy.com/ai-prospecting/ - the best LinkedIn AI tool that I’ve found
(AJFOUNDERS20 - that’s a 20% off code)

www.lead-zeppelin.com Adam Metz