Mastering Authenticity in the Age of AI

Thanks to generative AI, you can mass-produce virtually any type of content: blog posts, sales emails, even full-on case studies.

Now...solely relying on AI for customer engagement is a recipe for disaster. In 2023, 92% of companies said they use AI-driven personalization in marketing and sales, but the key word here is “driven.” 

Those who use it successfully aren’t replacing their team with it — they’re using it to 10x their team’s productivity and deliver personalized experiences to more customers at once.

To successfully use AI in your sales, marketing, and customer success efforts, you have to know where you need that human touch, and how AI can supplement that.

Where you still need that human touch

According to McKinsey, nearly three-quarters of all customers expect companies to give personalized interactions. And for B2B buyers, 80% of them expect a B2C-like experience when it comes to personalized content and seamless interactions with your company.

Your team members are there to lay the groundwork:

Building meaningful relationships

It's on your sales team to build relationships with potential customers and convert them. And it's on your CS team to activate your cusotmer base and turn them into advocates. If you don't take the time to get to know your users, AI won't be able to bridge that gap.

Navigating complex buying processes

B2B sales involve multiple decision-makers (all with different needs). They have long sales cycles that require a different approach at each stage, and negotiations are complicated.

Your sales team needs to know which content, customer references, and data points to use for each member of the buying group at each step of the process.

Delivering personalized experiences

While AI can personalize content and suggestions based on data points, it can't replicate the human touch in one-on-one interactions. Your sales and CS teams have to be skilled at understanding the unique needs and preferences of each customer and tailor their interactions accordingly, and they need to be the final gatekeeper for any AI-generated content or recommendations.

How AI can support your team

AI isn't a replacement for marketers, sales reps, or CS managers. But, if you lay the foundation with quality data and a well-defined strategy, it’s the missing puzzle piece that'll help you understand your customers, simplify content creation and distribution, and scale your sales and marketing efforts.

Collecting and analyzing customer knowledge

You can use AI-powered software to collect information about your customers' firsthand experiences, preferences, and pain points with your product.

With Deeto, it's as easy as making an Instagram post. Just send them an invite to onboard themselves, and they'll set their contribution preferences.

• Feedback for product testing
• Results and success stories for a case study
• Testimonials
• Referrals
• Reference call participation

By analyzing your customers’ contributions Deeto will provide an overview of their sentiments, in addition to consolidating all of their information in one place. From there, you can personalize your engagement strategy for at-risk customers, those with the highest engagement levels, and those who use a particular version of your product.

Centralized management for UGC and customer knowledge

When it comes to integrating UGC into your sales process, the biggest challenge is going out and actually finding where that content is. If you use multiple platforms for things like product feedback and customer advocacy initiatives, nobody has the complete picture they need to authentically engage with customers.

With Deeto, your sales, marketing, CS, and product teams work from the same platform. It gives them a complete view of what customers are saying, what they’re doing, and how you can use that content and data to make more connections with people.

• Deeto's smart-matching algorithm shows reps the best customers to connect with for each prospect.
• Its AI social proof widget can dynamically display testimonials on your website.
• Its generative AI instantly turns feedback and success stories into publish-ready case studies, which you can start sharing with similar prospects in your pipeline.

It also has strict guidelines for user ownership and content approvals, meaning your customers' data is safe and secure.

Distributing relevant content to prospects and customers

The other major challenge when it comes to distributing your marketing and sales collateral is the fact that every customer is different. They’ll have different use cases for your product. 

Even within a buying group, two members will have different interests in the decision-making process. If you share the exact same social proof and UGC with everyone in your pipeline, you’ll quickly find it’s irrelevant to most. 

AI, like Deeto’s, can assess a customer’s profile (company type, use case, etc.) and present sales reps with personalized UGC and social proof based on that assessment. Instead of sifting through a bunch of irrelevant content, they’ll be able to share content that speaks to their buyer’s use case and pain points, which drives deals forward significantly faster.

CRM integration

Your CRM has all your customers' purchase history, communication records, business or personal info, and more. Integrating it with your AI tools will help them create more accurate customer profiles, segment them, and run automation workflows that serve them the right content and offers.

When the two are connected, every activity in your customer knowledge system (e.g., a reference call) is instantly updated in your CRM, so everyone's on the same page.

Deeto handles the end-to-end process of activating your customer base and turning their insights into usable assets for your sales, marketing, CS, and product teams. Centralization and AI-powered insights make it easy to connect and communicate with prospects at scale in an authentic and data-driven way. Book a demo and see how it works.