AI Tool Testing: Smart GTM Content Creation

This article is one of a series of Independent AI Tool Evaluations.  In these articles, I will share the results of my testing and recommendations.  My efforts are grounded in my extensive experience as a GTM leader, a pragmatic view of the linkages between strategy and execution, a systems thinker, and a problem solver.

An AI Tool Test: GTM Content Experiment & Results

I have been running a number of AI Tool Tests lately, checking out the potential and assessing the maturity of the tools available to support GTM efforts.  The verdict on this particular experiment was excellent, and I can see more opportunities beyond what I tested!

For this effort, I used Copy.AI  (the paid version).  I was drawn to the product by a webinar where the co-founders, Paul Yacoubian and Chris Lu,  shared their motivations and aspirations for the solution.  They shared that Copy.ai was created to solve for what they call “GTM Bloat.” A perspective that the GTM process and discipline across functions that are key for success have suffered as companies have implemented a proliferation of point tools across sales, product management, and marketing. 

GTM bloat has occurred in many companies, resulting in, “teams becoming even more siloed, using one-off tools that didn’t talk to each other. And most of the valuable workflows were still done manually by overworked team members, or worse yet, not being done at all.  Teams wasted time manually copying and pasting data passing leads from tool to tool, losing the rich and valuable context in the process.”

Paul Yacoubian

CEO / Co-Founder, Copy.ai

GTM bloat has occurred in many companies, resulting in, “teams becoming even more siloed, using one-off tools that didn’t talk to each other. And most of the valuable workflows were still done manually by overworked team members, or worse yet, not being done at all.  Teams wasted time manually copying and pasting data passing leads from tool to tool, losing the rich and valuable context in the process.”

Paul Yacoubian

CEO / Co-Founder, Copy.ai

It is that loss of context that struck me the most.  They have built into the product a powerful workflow feature as a means to efficiently and effectively link the elements of GTM that span silos (Product, Marketing, Sales).  (Anyone that has read any of my writing before knows that I do detest the limitations of silo thinking and execution!) Additionally, I was intrigued that they are taking a long-term “Platform” approach to the solution – building in possibilities to make it more extensible and even more potent with a broader set of use cases. 

    The Test Case Project:

    Use Copy.ai to develop multiple content assets in support of a new feature launch for a B2B Software solution.  Create a framework/process that can be reused with future feature launches.

    Evaluation Criteria (Scale of 1-10, with 1 being insufficient, to 10 being excellent)

    • Ease of use;
    • The Human / Machine collaboration;
    • Quality of output;
    • Applicability across functional teams;
    • Extra Credit – Art of “The Possible” Inspiration for future projects.

      Copy.ai Evaluation Summary

      Copy.ai – Score: 8/10

      Copy.ai was easy to use.  A number of good tutorials were available when I wanted to try customizing the proprietary input elements and the workflows.  As noted, the integrations while powerful, still required a bit of techy knowledge about webhooks and such that some marketers may not have.

      Copy.ai – Score: 8/10

      Many opportunities to bring human experience and creativity to the process and use the AI platform as an augmentation and productivity tool without compromising the human value.  I especially liked a feature that allowed me to automate and try multiple LLMS to determine which was best to get the output I was after.  Additionally, in the advance features being able to dial up or dial down “creativity” as a way to manage any hallucinations that could be injected.

      Copy.ai – Score: 7/10

      Generally the first or second round of output was pretty good and something I would be ready to use in the real world (this was a simulation).  As to be expected, the more attention I paid to refining the foundational content assets (branding guide, tone of voice guide, personae descriptions, etc.) the better the outcome became.

      Copy.ai – Score: 9/10

      Really loved how the platform approach really shone in this area.  The Copy.ai team inherently understands the interdependence and opportunities of cross functional collaboration for quality GTM content.  The tool allows you to leverage context, insights, and inputs from sales, marketing, product marketing, product management, data and research in ways served up as recipes (pre-defined workflows) as well as giving you a great deal of capabilities to be creative in how you leverage based on. your business and your customers/teams.

      Copy.ai – Score: 10/10

      This is probably what got me most excited about how this tool can help growing teams scale to support their B2B business goals.  I could think of numerous other ways to leverage this tool and will publish more on this in the future!

       

      What I liked about the solution:

          • Shortcuts built in to ensure that content incorporates your branding, voice, and critical anchors of your GTM (aka, your B2B buying community and user personaes, etc).
          • The “platform” approach allowed me to bring a rich set of inputs from product marketing/management, marketing, and sales perspectives to inform the output successfully.
          • The art of possible—Some pre-built workflows you can leverage exist, but I used the option to build upon those and create some of my own to enrich the exercise.
          • Once I invested in the framework and anchor content work, most of which you should already have in your tool kit, I ended up with a repeatable workflow that I could easily apply to the next new feature launch!
          • The project gave me even more ideas on future use cases (Art of the Possible!) for leveraging the platform through more integrations with data sources that could further enhance the outcomes.

      What I hope to see more of in the future:

          • More user-friendly integration with other workflow tools that may be a part of the GTM motion.  While they have some developer toolkits to aid this process, the work requires a bit more knowledge of technical integration elements (webhooks, etc) to get them to work than many users may have.  There is a lot of power under the hood here, but it will not be accessible to some users without development support.

      Broader Insights from This Project

      Building a Framework First, Grounded in GTM Domain Principals Produced the 1+1=5 Benefits of Tool + Humans.

        • Upfront investment in creating the framework made a world of difference in the quality of the output. (Foundational Content Anchors included Brand Guide, (3) Well Defined Unique B2B Personaes, Message Map for Value Proposition, Feature Launch Content Brief, Blog Style Guide Example).
        • Knowledge of GTM strategies, Content Structures, and a Cross-functional view of the value of Product Marketing, Product Management, Marketing, and Sales contributions mattered.

      Deeper Personalization Can Be Produced Efficiently, Remaining True Your Branding and Tone of Voice.

        • I was able to create content more efficiently for sure – A single software feature launch was the baseline, and I created content including:
            • (3) blogs,
            • (4) emails to existing customers personalized by (4) unique audience/role care about,
            • (3) Linked In posts,
            • And (2) Case Studies.
        • But more importantly, I created more personalized content for the different B2B software audiences and users.
        • * I saw an easy next step to create some sponsored ad copy related to rolling out these features, but I have not yet incorporated that.

      Prompts Are Very Important, But There is More.

        • Prompting is a very strategic skill required to leverage AI tools – no surprise here;
        • Howebver, outside-in empathy, I call this “customer empathy,” also mattered to make the content something that provided real value to the prospect or customers.  This was enhanced by the quality of the personae descriptions used.

      Human Creativity Is Still Key for Best Outcomes.

        • Making the content informative and meaningful to your audience still required human creativity and review to yield the best outcomes and not a bunch of “word soup” from the AI tool.

      My Key Takeaways - And a Call to Action

      This pragmatic experiment validated AI’s potential for creating more personalized content to engage audiences.  AI-enabled content tools have the potential to boost our productivity significantly. And, when coupled with human creativity and expertise, Copy.ai, for one, can be harnessed to better tap into your data and insights across silos in a way that enriches content and outcomes. 

      I would recommend Copy.ai to small teams or larger ones looking to produce more personalized content with the same resources.  You should conduct your own experiments, but consider your approach at the system and framework level. Go beyond one-off content creation produced by only using simple prompting. Think about where there is valuable context that you might not be tapping into, and build that data into your training of this platform.  Take advantage of  leveraging your proprietary insights and knowledge combined with the benefits of publicly available LLMs.

      If you haven’t recently evaluated the effectiveness of your go-to-market strategy and associated execution, now might be a perfect time to do so.  Refining your strategy and a clear view of your goals should precede identifying the best AI tools you will use.  This approach will provide much better results than randomly “playing with point solution tools” on a one-off basis.

      Exploring AI tools and how AI may play a role in your business and go-to-market strategy is not an option at this time, but it is critical to start with your business and go-to-market strategy vs starting with a tool-based approach.

      At Lumen Strategies, we offer a facilitated GTM Strategy Assessment and Improvement Workshop in which we help guide you through enhancing your current state.  We bring our experience, knowledge of patterns and opportunities, and the value of an “outside-in” view of your current state to a facilitation process that has yielded excellent results for other customers. We would love to work with you to conduct a timely refresh of your GTM strategies and execution planning (including guidance on some of the better tools to support that strategy!)

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