[Breakdown] 30 Meetings Booked with the Help of AI

Intro 

Hello and welcome to Mark Sourced, where we break down successful B2B marketing programs that you can leverage to hit your growth goals.

Today, we’re looking at how ServiceNow (now known as Rep.ai) generated over 30 meetings with an hour of work with the help of AI. The details are from a case study from the data and AI enrichment company, Clay.

Let’s break it down!

Summary

ServiceBell is a human + AI web chat tool that directly integrates with HubSpot.

Their growth team wanted to scale qualified meetings from their ideal customer profile (ICP) and set out to create a personalized cold email campaign to do so.

To craft a tightly targeted list of prospects to target, they turned to AI vendor Clay, which enabled them to scrape the web for prospects, enrich company information, and find contacts in less than an hour.

With a well-curated list of targets in hand, they were able to generate 30 meetings in less than one month.

Ultimately, this project represents a powerful example of how marketers can use AI to reduce tedious, manual research work and dramatically boost their efficiency.

The Results

30 meetings booked

Why This Worked

At a high level, with any email marketing campaign, its effectiveness is directly tied to the quality of the list. Put another way — garbage in, garbage out.

ServiceBell’s growth team understood that and were able to find a way to use modern enrichment and AI tools to dramatically reduce the time that it took them to build a well targeted list.

Here are the steps they followed to do that:

1. Went to Hubspot and found a listing of 1,700 partners (companies within their ICP)

2. Scraped the list and imported it into Clay

3. Used Clay to search Google for each of those companies names and pull in the first three results

4. Used Clay’s ChatGPT integration to extract the web domain from the Google listing

5. Used Clay’s company enrichment feature to find the LinkedIn profile for each of the domains

6. Used Clay’s find contacts feature to find the decision maker at each of those accounts

7. Used Clay’s integrations with various email providers to pull the email addresses for each of those decision makers

8. Used Clay’s built in email verification to validate the email addresses for all of the contacts

ServiceNow was able to follow all of those steps within a single tool and accomplish it all in less than an hour. From my experience, if you tried to do all of this manually and without modern tooling, I think that you would be looking at literally dozens of hours of work.

I share this as an example of type of impact that modern tooling and AI can have for marketing leaders today. This process saved hours of manual work in building a quality, well-curated list that netted them 30 meetings.

If your teams aren’t looking into how these use these type of tools today, the time to start is now.

Who Should Consider Running This Type of Program

Every company should be considering how they can use AI to increase personalization and drive efficiencies across their marketing teams.

How to Run This At Your Company

When thinking about how to incorporate AI into your own marketing department, I would suggest starting with a process like this:

1. Create a list of the most time consuming processes within your department

2. Rank them by the amount of time they take

3. For your top three, break down the steps within that process and rank those by the amount of time they take

4. For the most time consuming tasks, research AI tools that can help to automate those for you

My bet is that you’ll be able to automate more than you think, and potentially save your time hours of what was previously manual and tedious work (as ServiceNow did with their list building process).

Conclusion

ServiceNow’s contact building process represents a fantastic example of how marketing departments can use modern tooling and AI to dramatically improve their efficiency and save time.

It’s time for marketing departments to start thinking about how they can use AI to elevate their own teams!