Thanks to artificial intelligence (AI), businesses can be more efficient and competitive than ever. Gone are the days of manually crafting emails, hunting down prospects, and dealing with the same lineup of mundane responsibilities. Instead, AI-powered go-to-market (GTM) strategies are freeing up employees to work toward big-picture goals.
AI tools can be a huge asset, but businesses have to ensure that their AI agents are operating within a clear framework. Read on as we outline the best way to build an AI agent GTM workflow.
Know Your Target Audience
When you’re trying to create a good GTM strategy, make sure you’ve determined your Ideal Customer Profile (ICP). With your ICP established, you can make more targeted queries with your AI agent and see better results.
Your ICP should include information like the revenue range and size of a company. Consider what industries you’re targeting, and if location matters, identify it. Think of typical business concerns that may be relevant to what you’re offering, as well.
Ultimately, with more precise details in your ICP, you can find better prospects. If you’re able to focus only on companies with 300-500 workers in the San Diego healthcare industry, for instance, you’ll access better matches.
Use High-Quality Firmographic and Intent Data
Using high-quality data with your AI agents ensures that they can do their job more effectively. You’ll want to use both firmographic and intent data to shape how your AI agents function.
With firmographic data, you’re helping your agent look at the sector in which a company operates, as well as its size and revenue. Geographic location and the company’s ownership structure can also be considered firmographic data.
Intent data looks at search habits, research, and other indications of a company’s interest in making a purchase. These buying signals can alert your sales team to take action on a quality prospect.
AI agents should consider both intent and firmographic data as they track down quality leads that align with your ICP. With GTM AI, an agent-native setup makes it easier than ever to develop smart workflows that lead to high-quality prospects. Best of all, with just one prompt triggering AI agent searches, sales teams can build prospecting campaigns that reflect greater accuracy and efficiency.
Provide Clear Instructions
Strong, detailed prompts will help your AI agent be more productive and effective. Avoid simple, vague language. Instead, provide clear instructions with specifics about your goals, criteria, and preferred output style.
For example, you could instruct an agent to look for marketing managers at SaaS companies employing roughly 500 people. Your agent could focus on companies with demonstrated buying intent and funding given the latest news articles. With refined instructions, you can expect more useful results from your AI agents.
Provide Access to Essential Tools
AI agents need more than clear instructions to produce helpful results. They also need access to key internal systems that can help inform their searches.
Maybe an AI agent needs access to email, calendars, and sales engagement systems to find good matches, for example. Or perhaps marketing and customer relationship management (CRM) systems can provide critical data.
With one unified workflow, an AI agent can look for companies that match your criteria and then draft tailored emails. The agent can update contact records and the CRM, and they’ll even be able to send follow-up notes. This cohesive approach maximizes efficiency.
Set Clear Boundaries
Yes, automation can help any company streamline operations. But automation should never happen without guardrails in place. After all, it’s too easy for automation to result in lost personal data or inaccurate messages that derail your company’s image.
Set boundaries that ensure your AI agent isn’t sending too many duplicate emails or messages that stray from brand guidelines. Make sure your agent always confirms contact details before sending messages, as well.
Establish guidelines for handling personal information connected to your customers. And if something does go wrong, create a system that flags the problem and immediately requires an employee to intervene.
With clear rules, you can avoid major problems. Even with so many technological tools at your disposal, a human presence to manage the automation is imperative.
Set KPIs and Review Them
Once you have an AI workflow in place, don’t stop there. Determine your key performance indicators (KPIs) and continuously track them.
KPIs can include the rate of reply to emails or how many emails are being opened. KPIs also can include how many strong leads are being generated, as well as booking and conversion rates.
How long does it take to get a response? And how much does each lead cost? Make sure you’re reviewing these numbers to see if your AI-powered campaigns are producing the results you want.
Ideally, you’ll find that you’re gaining better opportunities through AI-fueled campaigns. And your sales and marketing teams will be able to invest their talents in more strategic work.
Create a Connected System
An AI agent GTM workflow can help you build more efficient and targeted operations through automation. But you’ll need to define your customers first, and then use intent and firmographic data to inform your agent’s work. With good prompts, clear boundaries, and a regular review of KPIs, you can reduce manual efforts while improving internal processes.
With both AI-powered tools and human oversight working in tandem, you can find quality prospects and reach your revenue goals.