In the modern digital selling environment, content is inextricably linked to sales success. And the key for enabling seller effectiveness lies in reimagining what a content creation solution for sales teams looks like. Truth is, more and more B2B marketers and reps are turning to free, generic AI content generation tools available online, as they are prolific… but businesses get what they pay for!
The foundation of AI technology rests on the fact that it can generate polished, human-written blogs, emails, and social posts in just seconds. This eliminates the productivity drain of content creation for sellers. Even so, this is not necessarily true all the time, in every way, with any AI copywriting tool.
Other than some leading AI solutions, most of them offer rather generic, plagiarized, or inaccurate results. As a B2SMB sales or marketing leader, you must have felt your brand voice is missing in the sales conversation your AI tool has generated. Unfortunately, your unique brand voice happens to be one of the most crucial aspects in the B2B or B2SMB space. B2SMBs operate within a unique ecosystem, catering to the needs of small and medium-sized enterprises. These entities require targeted, impactful content that resonates with their audience while navigating resource constraints.
Another red flag will be privacy and security concerns. Handing over writing tasks to an unknown third party AI tool raises legitimate privacy issues if sensitive data is used. Additionally, some free tools reserve rights to use content you generate on their platform. Plus, limitations, such as lack of customization doesn’t help you in precision targeting.
So in your quest to create high-value, sell-worthy content, let us enhance your efforts by revealing insiders’ insights—the must-have features for your sales and marketing content creation tool!
Features An Ideal AI-backed Sales & Marketing Tool Must Have
1. AI Engine with a Hyper-personalized Strategy
A handful of AI engines today are providing a new data-driven approach to hyper-personalized sales strategy at scale that savvy leaders should leverage. The latest AI has the capability to synthesize monumental amounts of customer data—interactions, content engagement, declared interests, role, industry trends and more. This allows the identification of micro-segments that indicate situational and contextual buying factors on an individual customer basis.
It won’t be an exaggeration to say that hyper-personalized content is the future of sales and marketing and that the one-size-fits-none template approach is dead. By analyzing data and using advanced language models, generative AI can create content for business conversations, enhancing context and relevance in all kinds of sales conversations and can further optimize factors, such as tone, style, and branding. While many run-of-the-mill point solutions exist that use generative AI to power up your content creation, they are basic tools with limited capability to integrate your own proprietary data. These AI tools will fail you unless they are built on the right data stack, with complete, credible, and authoritative data
Because many low cost and free AI tools pull from limited content datasets, they lead to repetitive or even plagiarized output. So as a B2SMB sales/marketer leader, look for an AI-driven tool that specializes in prospecting data about small and mid-sized businesses. This is to ensure that you and your team get 100% original and error-free content that speaks your brand with a personal touch in buyer-focused interactions.
2. Deep Company Insights to Create a Strong Narrative
To enable truly personalized sales experiences, sales reps must equip themselves with prospect research that runs deep enough for the reps to pre-qualify the prospects and prepare them for the strongest sales narrative and objection handling. After all, sales reps must position themselves as trusted advisors and make their pitch resonate!
Purpose-built, matured GenAI tools are well positioned to serve this sales prospecting use case but only if they are supported with company data that go beyond basic firmographic data like company size, industry, and role to uncover deeper insights on prospects.
Imagine an AI sales and marketing assistant that provides a SWOT analysis of a company’s digital maturity on the backdrop of rich data for more informed, more effective, and more confident sales interactions. Using thousands of firmographic, technographic, and digiographic signals, AI tools can most efficiently present a detailed SWOT analysis centered around a specific product or service offering, providing the sales rep with a concise, yet complete, briefing about the prospect, saving them tremendous amount of prep time
Rather than general info on titles and company size, understanding the SWOT narrative for each prospect is the key to relevant 1:1 sales experiences. This context setting empowers reps with better prospecting, a vastly improved sense of product-need fit, and a higher strike-rate in their sales conversations.
3. Stronger Campaigns Nurtured by Rich Data
Architecting high-performing campaigns in the modern age requires tapping into rich prospect and account data from an array of sources—past engagement, declared interests, web activity, team contacts, market signals and more. Advanced sales tools digest these inputs to uncover granular insights.
Building on powerful data foundations, sales technology can then algorithmically map attributes to tailored value propositions and messaging per account. With custom AI, every campaign component, like emails, landing pages, ads, chat sequences—dynamically assembles based on the optimized recipe for an account. The combined effect can outperform generic campaigns many times over thanks to calculated relevance.
Continuous real-time optimization based on engagement, sentiment, and win signals at both account and contact levels helps progressively refine experiences over time. This powers exponential returns from campaigns as data builds.
As customer expectations for relevance soar, building campaign strategies on robust, actionable data foundations separates the contenders from the pretenders. Sales tools must graduate beyond basic automation to drive results.
4. Striking Visuals for More Impact
In an increasingly visual world, sales tools that fail to generate compelling graphics and visual content are missing out on a massive opportunity to capture buyer attention and drive conversions. Yet many tools still emphasize text-heavy content like blogs, emails, and reports that overwhelm prospects.
To register relevance with modern buyers accustomed to dynamic multimedia, sales technology must equip sellers with graphic assets like infographics, interactive presentations, videos, and animations tailored to each prospect. Powerful graphics dwarf text alone for simplifying complex messaging and making retention of key information almost effortless for time-constrained prospects. Further, visuals and video harness both sight and sound for immersive and memorable communication of value. Fact is, visually compelling materials position the seller as an innovative thought leader versus a boring brochureware vendor. This can be pivotal for influencing complex B2B deals.
The bottom line—purpose-built tools that automate personalized content across various customer touchpoints provide enterprise-caliber capabilities once exclusively enjoyed by organizations with bigger budgets and teams. Now, lean B2SMB sales and marketing staff have at their fingertips the means to execute high-impact strategies rivaling global goliaths.
For B2SMBs ready to compete at the highest level, adopting one integrated platform to fuel flawless customer experiences and data-driven decisions unleashes sustainable market dominance—no matter the size and scale. The playing field hasn’t just leveled, it’s tilted sharply in favor of underdogs running smart software stacks. Let the new era of possibilities begin.
