Welcome Back & Announcements and welcome back hopefully you all had a quick second to grab some coffee or tea i know personally I’ve got a double espresso uh queued up for this next session so want to be on my agame for taking notes and uh getting the most out of out of the session I’m about to introduce uh but big thank you to Tim and Elizabeth the new agency model let’s give them some additional love there in chat uh such great content such great Q&A thank you all for engaging and just being such amazing guests uh on Agency Advantage 2025 a couple of announcements before we jump into our next session just reminder on the Easter eggs be be on the lookout for those Easter eggs there’s that pinned message in chat if you just joined us and you have no idea what I’m talking about there are these little treasures kind of hidden throughout the two days of the event and for those people that submit the Easter eggs the most of them accurately uh you you’re going to be entered to win uh potentially some gift cards some hosting credits we’ve got 50 and $100 gift cards so uh so keep on the lookout for those and keep the engagement coming as well we’ve got the leaderboard we’re going to be racking up those points over the couple of days and giving out some amazing prizes to our most engaged highest participants uh over the course of this event and one last thing before we’re going to introduce Christian our next speaker uh I’d love to take a moment to recognize our sponsors so we’ve got some amazing folks supporting this event we have Profile Tree we have Template Monster WP Umbrella and of course uh the company that I’m repping today E2M so if you haven’t checked out the expose for those companies uh make sure you make some time over the course of these two days jump in the expo rooms go to their website look at what kind of services they offer see if those companies can help out your agency support our sponsors because they make events like this possible and I hope you’ve gotten so much value over the course of of just today i feel like my notebook is filled with insights and actions that I’m looking forward to implementing at E2M so our next speaker is going to be talking about uh his topic which is from spray and prey to strategic growth how AI agents are Speaker Introduction: Christian Banach powering accountbased marketing for agencies so I’m really um excited to welcome Christian Banak to our stage he is the founder of a consultancy helping agencies and consultancies predictably land six and seven figure opportunities with a background in experiential marketing and topof the funnel business development i don’t know Christian I’m a huge fan of ABM so I’m sure AI has been transforming this business and and making it better faster more effective so I’m super pumped for your talk welcome to our agency advantage stage Christian it’s great to have you here great to be here Brent i appreciate that uh I hope this session is going to live up to uh to the hype there i’m a big fan of ABM myself and I just find what’s uh available to us now with uh with AI has just really been remarkable and uh it’s consistently evolving as you’ll see uh in my presentation here so excited to share and and hopefully add some value back to the audience here all right friends in chat let’s give Christian some love let’s hype him up let’s get The Death of Spray-and-Pray Outreach him ready christian the stage is yours all right let me go ahead and uh share my screen all right so as Brent mentioned the topic of today is from spray and prey to strategic growth how AI agents are powering account-based marketing for agencies so a little bit of an introduction here um to start things off I’d like to actually start a poll and I’d love to know from the agencies that are on how difficult has new business been for your firm uh compared to the prior 12 months so if we could uh fire up that poll uh and uh and see what the results are we can come back to those results but I’ll uh I’ll move ahead here while everybody’s answering that question and I can tell you you know we have run a similar poll for our own audience and we did it first in February and then we did it again in May and in February it was 70% of agencies said that it was either somewhat harder or significantly harder and when we did it in May it jumped up to 76% we’re saying that new business is harder or significantly harder than it was 12 months ago uh so I’m not sure yet what the results are here but um the bottom line is it’s much more challenging than it had ever been and and it feels like it’s getting even more hard so I don’t know do we have any of the results yet that we can that we could show or should we come back to that all right well let’s come back to that i don’t I don’t see the results right now um but bottom line is I think we would all agree that that it’s not easier for sure and particularly with sort of the spray and prey approach uh just not working what it used to work before and there’s a lot of reasons why spray and prey hasn’t been working and uh we kind of have tracked what those things are and one of the big reasons is sales to accessibility um I’ve been doing this for you know 15 20 years now and the tools that are available today didn’t even exist 15 or 20 years ago and slowly these tools started to get u introduced so things like sales engagement platforms marketing automation uh contact databases and over time those tools have become more available and more affordable and that has really led to a surge in use uh as well as then a surge in email and email overload uh Statista actually reports that there’s 376 billion emails predicted to be exchanged uh daily in 2025 which is a Email Fatigue, Deliverability & Crappy AI Emails 23% increase from five years ago so despite all these other channels and social media and Slacks email is still increasing so because of that uh people’s inboxes are overloaded the email service providers like Gmail and Yahoo and Microsoft have begun making uh the inboxes stricter to get into and they’ve been introducing new sending requirements and this is all a good thing uh because we don’t want spam hitting us uh but at the same time it has made legitimate emails that we’re trying to send also harder to get through so there’s more emails being sent it’s harder to land in the inbox deliverability is more challenging and because of that reply rates are plummeting some research done by Belkins found that the reply rate has actually plummeted from 6.2 to 4.2% from Calele executives from 23 to 24 and I haven’t gotten the data yet for this year but I can tell you I’m we’re we’re seeing on our side it’s also getting more and more challenging so that type of spray and prey approach is just not working anymore and I think we’ve all been on the receiving end now of what I call crappy AI emails and that is also in some ways leading to some of the challenges that we’re seeing because a lot of people who are using some of these tools that maybe aren’t ready for prime time yet and we are getting really bad emails right and what is a an AI email i think we can have all gotten tuned in to understand like what one sounds like you could just sort of see it and feel like oh this was written by AI and and what are those qualities well you know it could sound like a robot right not like a human would actually sit down and write an email uh it sort of says nothing specific about you or the situation or the business it’s just very general it also seems like it’s just takes too long to get to the point it’s it’s just a lot of like fluff that it’s included a lot of these emails have fake what I call fake personalization so you could see kind of in this example here it’s like uh you know exciting marketing and advertising space you know like yeah it’s it is personalized but you know it doesn’t really add any value to it right and then just in general this something just feels off about the message and what we’re going to be talking about here today is not this um I think the system that we’ll walk you through is going to really explore how to do this um but do it at a level that really is elevated from in many cases what even humans could sit down and do Tools vs Systems: Think of AI as a Co-Worker so the bottom line here is agencies don’t necessarily need more tools um but they need better systems you what I’m going to provide here today is really using a chat GPT account you don’t need expensive tools to do what I’m about to show you here um but that being said you know I want you to start thinking about AI not just as a tool but really as a co-worker that is a part of your team just you know in a digital sense so before I get into it I just want to give you a little bit of background on who we are you know why we you know uh have the authority I guess to talk about this so uh we are a growth consulting firm and we help agencies consulting Christian’s Background & Agency Focus firms adtech martekch companies land six and seven figure opportunities predictably they come to us when they have challenges maybe with low brand awareness insufficient leads stalled deals in the pipeline or retention and growth challenges and we’ve worked with everything from large you know global holding companies down to small boutique agencies and our job really is to help them land opportunities at large enterprise organizations and then a little bit about me personally you know I have been in the sales and marketing space now for really my entire career i actually started a concert promotions business out of high school worked with Lady Gaga worked with Pitbull uh some really great artists and along the way got introduced to experiential marketing and my business eventually morphed into half uh concerts and half experiential events uh did that for about 15 years and then uh sold off assets to that business and went all in on just the agency space where I have been focused now for the last you know probably 12 13 years uh and really helping clients generate millions of dollars of revenue i’ve I’ve really kind of found my superpower is helping these companies break into these large enterprise organizations so our business has fundamentally changed this particular business of mine started about five years ago and what we were doing five years ago and what we’re doing today is vastly different and you know one of those things that we’re doing differently is what we’re going to present here today so I want to talk a little bit about what we call the AIM process and it’s an Introducing the A.I.M. Framework acronym uh that will really describe how we’re approaching using multiple agents to create these ABM type programs so the A stands for assembled research and using agents to do so i is integrating those insights and M is messaging strategically so you’ll see uh how each one of these different agents uh fall into those categories here in a moment so one thing that I want to make uh clear here is that you know you don’t need a big team a human a big human team to run this but what you do need is you Overview of the 4 AI Agents need smart AI agents and the agents that we’re going to be walking through today for this example uh really fall into four categories there is what we call our account and industry research agent there’s the prospect research agent the strategist agent and your email copywriting agent and the idea here is that you have specialized agent roles uh that will replicate uh in in many cases enhance even human strategic thinking it will save time on your research and writing process and really enable you to hyperpersonalize messaging at scale and we’re going to unpack each one of these here uh but before I do that I do want to uh do another poll uh about you know what is your biggest obstacle to scaling outreach assuming that you know you’re either doing it for yourself in order to generate uh new business or you’re doing it maybe on behalf of clients but I’m curious you know what are your uh your biggest scaling uh challenges right now so I’ll let that kind of poll run and I’ll uh I’ll get into the next uh slides here so the next few slides I’m going to Real-Time Walkthrough Setup go deep into this multi- aent workflow uh I know I’ve been a part of a lot of AI um you know presentations and it’s really 30,000 foot views not really actionable my goal today is to really pull back the curtain and show you what we’re doing right now and where this could go eventually and I hope that you know you’re able to walk away with something really actionable uh from this from this talk here so what we’re working towards so we’re actually going to use kind of like a live case study so I hope AI is working for me today um but this is an example of uh an AI generated email uh that that this same process walk through so this is for a client of ours called the Amateur Pickleball Association uh and you can take a time to kind of take a look at what we’re working towards um but this is sort of the output of what we’re going to get from all the inputs that I’m going to walk through here in a moment so to kind of dive in we’re going to go with that first agent and that first agent is our account and industry research agent and what it does is this agent’s job is to research target Agent 1: Account & Industry Research Agent companies uh and industries to create a detailed account profile that will be later used for your hyperpersonalized messaging so this is again from an account-based marketing perspective we are trying to zero in on messaging and pain points challenges that specific companies are having so this agent is responsible for that first step from a platform perspective um we are using chat GPT 40 but important to note the deep research feature of chat GPT um which I believe in the in some versions you get a couple uh the highest paid version which is $200 a month uh you get something like 250 different deep research uh views uh but this is really been a critical feature for us to get the level of uh detail that we need to build out these account profiles but if you haven’t used the deep research uh profile you can get something like a 10 20page report about one company and it’s remarkably good we have experimented with some other deep research uh in some of the other ones like Perplexity and and uh uh Gemini and we’ve just found at least right now that we’re we like the chat GPT deep research uh the most but what you’re going to end up feeding this agent is a account and industry research prompt um that we’ll talk about here in a second and then a company name and a company website and this agent is basically your part of your team their job is to research that company and that industry so they’re looking at things like company news marketing initiatives key decision makers etc so I’ll zoom out a little bit because I want to show you kind of an example of um Hey Christian we do have the poll results if you want to I don’t know when you want to we have both polls so if you want to do that now or later happy to to help you cue that up um yeah why don’t we why don’t we go over that now um before I kind of get into the real meat of it so yeah let’s talk about that first one so how about the new business being more challenging yeah so there we go how difficult was new business been for your firm compared to prior few months so you got the results there on the screen yeah so 90% so even 90 was harder or significantly harder so that’s even more than what we saw uh just a couple months ago uh what about the other one about uh scaling outreach and we’ll put that one up here as well so can’t personalize a scale don’t trust AD or write well over the top two research takes too long uh lack of clarity on messaging 25% so a little bit of a mixed bag here but yeah I’ll make sure that I touch upon each one of these uh uh challenges and how I believe the system overcomes it so yeah thanks for that yeah thanks Christian so I’m not going to go into great depth here but what I want to preface here is that the prompt that we’re putting together needs to be specific to the campaign that you’re running this is not a one-sizefits-all prompt and I think that’s where some people get it wrong they’re looking for an easy button they just want to have one prompt hey go do this research and then they’re going to have another campaign go do this research each one of these research requests has to be specific just like if you were going to be doing this as a human you wouldn’t just start researching you would actually think about okay for this campaign what do I want to know so for example for this particular program this is a pickle ball group so we want to know is this brand involved in pickle ball at all what other sponsorships are they involved in pickle ball is like a health and lifestyle uh sport right so what else are they doing in health and lifestyle so I won’t go through this in depth but you can see it’s been very much tailored to what specifically we want to know about this brand for this particular client and this campaign and then you’re going to give it some instructions far as far as the output that you’re looking to get from it so that’s the the first agent and then the kind of walkthrough that I’ll show you here so what we’ve done now is for this particular example we’re going to use um Dan one right and that’s going to be our example and once I’ve fed that into chat GPT this is the account and industry brief that we get back about Dan want so you can see it specifically looked about pickle ball involvement uh other sponsorships that they’ve been involved in uh you know other experiential marketing so you can see Agent 2: Prospect Research Agent it’s a very it’s a 10page report that it came back with uh and it spits this back in usually 10 minutes uh maybe sometimes even less so that’s the output so now we have that account and industry research done now we would move on to our second uh uh agent which is our prospect research agent so we would like to do this for not just write a personalized message for that particular uh company but even the individual that we’re reaching out to the company we want to write something personalized to them so this research or this agent is responsible for researching that prospect’s background what interviews have they done what is their social footprint like um anything else that we could again use for our personalization and again we’re using chat GPT40 and in this case in terms of the input we’re going to have another prompt we’re going to give it a company name a contact name a contact title their LinkedIn and then maybe even any past interactions maybe your team has already previously spoken to that person or to that company you could feed that all into this research agent at this point in time so in terms of this live walkthrough that we’re doing um this target contact is going to be Ivy Chen she is the senior manager of the yogurt category at the company and we are going to then look at what our research agent came back so uh again we gave it some specific instructions and what to look for and interestingly enough um in this individual’s LinkedIn uh uh profile it said that when they’re not in the office they like to go to great restaurants play pickle ball and go to roadtpping national parks and this was AI that uncovered uh this through their research project or process uh it also looked at their sponsorship other things in like health and wellness that she has maybe been involved in it’s pulling quotes that they have other experiential marketing so you can see you know very um you know granular information and very specifically we’re asking it to look for certain things across across their um their footprint here so now we have done the back to this here we have done the company level research we have done the prospect level research now we Agent 3: Strategist Agent (Synthesizing Insights) need to start bringing this all together and we’ll talk about this a little bit more but uh as you notice we’re giving very specific instructions and the reason for that is at least currently the way these AI platforms work if you try to give it too much you’re not going to get as much back like we could have asked the agent to research the company and then research the prospect but what we’ve found is that you start to get not as detailed information it cut starts to cut corners it starts to maybe hallucinate at times so as specific and niche as possible the best but what ends up happening though is once you have all this research you need somebody to pull it all together and again just think about how it would work in a at a an agency with humans right a human will be pulling all this different information and then they need to combine it and synthesize it and come up with some strategy and that’s where the agent number three comes in the strategist so now this is someone that needs to really understand your services your case studies your thought leadership so they need to be trained on you and then they need to be also taking these account level and industry level and prospect level researchers to identify entry points and messaging strategies so how are we going to based on who we are and what we do and what we know about this prospect and this company where’s our way in so now from a platform perspective we’re not doing any research per se we’re synthesizing so we could be back now the normal chat GPT40 not the deep research and we’re going to be inputting a strategist research prompt and then all those other researchers that we’ve done along with some additional information about the company about your thought leadership case studies etc so I’ll I’ll give you uh an idea here so again for our example we’re going to have the strategist agent prompt which I’ll show you in a second along with background on our the company which is in this case the APA uh and then uh you’re going to feed all of that together into it so what we end up getting here is an example of what the company background would look like so amateur pickball association overview background talks about their tournament so all the relevant information that you know you would really need to uh to know who this company uh happens to be and then we get into the strategy brief so then this is the output that it would get so it’s going to give you an executive summary it’s going to talk about strategic angles in and as you recall Ivy plays pickle ball so it uh it it looked at that and made that determination that that might be relevant uh it’s talking about whites space um for Dan one uh talking about age so it’s really pulling together all these key insights uh and and finding some ways in uh it’s even coming up with some ideas on how a sponsorship activation could look like uh it’s talking about audience fit why and where do the audiences fit uh it’s coming up with some different messaging insight so you can see it’s it’s really done an incredible job of pulling all of those documents together and coming up with a brief and now what do we do with that brief and that would then lead us to our fourth and final agent for this process is our email copywriting agent so for this agent what they’re doing is they are now taking the research the strategy Agent 4: Email Copywriting Agent brief and they are going to write hyperpersonalized email sequences but not only that they’re going to apply best practices for subject lines for initial outreach for follow-up emails so they are trained on how to be a great email copywriter and again we can use chat GPT4 not the deep research and we’re going to be inputting the email sequencing prompt which I’ll show in a second along with that strategy report and the output of that is going to be a multi- email sequence and we’re actually going to do this live um and see what it comes up with so again um we’re going to have that prompt the strategy brief and we’re doing this for Ivy Chen right so what we’re going to do now is I’m going to move to uh this is the brief that we have for our copywriter so email number one it’s going to tell you you know hey you’re a copywriter specializing in cold email it’s talking about in certain instructions that we want to have certain subject lines formatting requirements etc so I’m going to copy this into chat GPT and then I’m going to bring over that strategy brief as an attachment and I’m going to press go and we start to get our output here so what we’re going to do now is we’ll take this and we can copy this subject oops copy this and we’re going to put it into a spreadsheet and I’ll explain why spreadsheet we’re going to put it into and then we have the message itself we’ll paste that here and you know you can kind of get Let me try to change the view on this a bit uh saw you’re a big pickleball fan thought this might hit home uh Dan’s been a key player in the NFL NHL and youth sports so again it’s pulling some past sponsorship information from the research but they haven’t stepped on a pickle ball court yet so part of that research they uncovered that they’re not investing right now in pickle ball’s sponsorship um the APA is growing it’s aligned with your wellness mission so again it’s done research into the mission of Dan One it talks a little bit now about the APA their 200 tournaments their number of players etc again from the company background information uh and then you know it starts talking about how we can drive uh retail sales Live Example: Email Sequence Generation uh we could do yogurt stands family lounges etc at these events it’s coming up with some activation ideas and then you know there’s a call to action at the end and again this has all been pulled from the different you can see how some of the different pieces of this research has now fit into this and that would be email number one and then for the second email in the sequence we would just go ahead and we would copy the second prompt and you know we’ve already given it now some instructions we want this email to sound a little bit different so let me copy this here and paste this in to the same chatbot checkbox and then we’re getting a new subject line and we’re getting a new message so again I’ll kind of copy this over let me uh Oops so yeah so I won’t read this in general but you can see it’s now it’s trying to take a little bit of a different angle it’s talking about sampling stations lounges so again it’s taking all of that research that has been done some of those ideas and putting it into uh a really relevant email format and unlike what we saw some of those examples the example I said in the beginning I mean this is very specific really targeted to the prospect themselves uh and and not only the prospect obviously the company as well so let me get back into this here so with that being said uh we don’t just trust the the AI we do have a human element you know involved in this here as well and as you saw I copy the emails into Google Sheets and the reason that we do Google Sheets is we will take that spreadsheet and we will actually upload it into our sales engagement platform and then we could then send those emails QA + Upload Workflow with Human Intervention in an automated fashion you might have also known that there was or noticed that there was some HTML formatting there um that’s really just because of the sales engagement platform we write them in HTML format this way we can kind of use burge tag so we don’t got to get into a lot of those specifics but just that if you’re wondering that’s really why but once we get those emails copied into the Google Sheets a human one of our account directors will come in they’ll do Q&A uh they’ll do any edits if necessary and then that gets uploaded like I said into our sales engagement platform and then those hyperpersonalized emails can be sent in an automated fashion so kind of zoom out and look at the entire process here and back to the aim uh model that we have the first few steps are all around assemble right you need to start with all the different prompts so it does take a little bit of time to create these prompts you don’t want to rush through this it’s sort of the old garbage in garbage out the better your prompt the better guided you are the better output you’re going to get so it starts with the blue with all the different prompts then you get into the different agents that we walk Recap of the Full AI Workflow through the account industry research the prospect the strategist the email copywriting and then we get into the process of putting it into the Google sheet Q&A and upload to the platform so assemble integrate and then message with human intervention along the way here so with that being said um human verse automation I think it’s good to kind of point out a few things so we do um still use uh humans as part of this process so we use offshore virtual assistants to run the prompts uh so they are we will write the prompts we will do some initial testing of it and once we feel like we’re getting the right outputs we’ll hand it off to offshore VAS who are then running the research running Why Manual + AI Hybrid Still Matters the prompts copying them into the spreadsheets and then our account managers will come along and they will uh do the Q&A and then upload it into uh the the sales engagement platform uh you might be asking well why are we still using humans uh well there’s a few different reasons and I don’t want to get too technical here but we really have found the deep research feature of chat GPT to be a big unlock for making this work uh because you get that level of detail um but unfortunately deep research is not currently available via chat GPT’s uh API so we can’t automate at this point in time the deep research and again like I said we’ve tested out this on some others that do offer AI or APIs and we just haven’t found that the level of depth of research is the same so that’s one reason uh another reason and this um this one’s interesting so when you’re using the API you’re essentially starting from scratch every time it doesn’t necessarily remember prior messages or any of the uploads you’ve done um so it doesn’t necessarily learn your tone structure and brand voice versus when you’re using the like uh web version of this uh every email you write it’s it’s taking into account memory so you’ll see even when you first start this off in the beginning uh the emails are good and then they go from good to great over time as it learns your style and your tone but you don’t get that necessarily with the API right now and we’ve experimented with doing some different prompting and we were able to get it pretty close but we still have found that uh you know the at least for right now the the online web version is better um also you are when you’re doing it manually do you have the opportunity to make some real time changes right you might notice that you know the that the subject lines are off or something might be happening and you could refine it a lot easier versus just automating the entire process and being left with a hundred you know emails at the end and you know ultimately um you know a lot of what we’re doing a lot of this is based on campaigns right so and it’s accountbased marketing so we’re not necessarily sending tens of thousands of these emails so we might only be doing batches of a dozen or 30 or 40 or maybe even less sometimes so to build a whole automated process uh around that when we’re still tweaking things uh doesn’t always make the most sense now I fully expect that this is probably going to change um you know but uh at least right now this is this is where we’ve landed um so you know why why do these emails still suck a lot of these AI ones um well I think again what what they’re trying to use one prompt to do too much as you saw we have what five six different prompts that we’re using each with a specialized role um and therefore Common Pitfalls: Overloading Prompts & Poor Strategy you know there’s they’re vague and general inputs that they’re giving them because the prompts aren’t very good so it’s the garbage in garbage out like I like I said um I also think that the strategy phase especially when you’re bringing a lot of research together if we were to just take the research and give it to the email copywriter it’s too much information there are limits into how much it could process uh so we’ve found having that strategist put the strategy doc together and then bringing in the email copywriter gives us much better results and again um the temptation for a lot of people here is to scale um and yes we want to personalize at scale i know that was a pain point that we talked about but it’s still a balancing act this doesn’t mean let’s just load in 10,000 contacts a month and blast it out we still want to have this be really a personalized approach but enable us to do a level of research and a level outreach that you know one human necessarily couldn’t do so eventually what we think this will look like you know not all too different than what we talked about there still will be this research prompts that need to be done but everything you see there in pink could be eventually automated and eventually I don’t mean too far down the path it could be weeks or months before that whole those could those steps could be uh potentially automated so in theory we could have a list of companies in a spreadsheet you load up all the different prompts and you press go and then each one of these agents will run autonomously on their own put it into the spreadsheet and there could be another um uh integration right into your sales engagement platform and some What Full Automation Could Look Like of this is again available even right now it’s just we have reasons on why we still like to have the humans involved in some of these steps so when you’re thinking about like should I be doing this manually or hybrid or using automation a couple things to think about um if it’s a new campaign you probably want to do it more manual and hybrid for now at least right because you’re still learning what works um if you’re moving into like untested industries or markets again maybe the manual hybrid makes more sense or if it’s very strategic for you and these are very high value maybe the manual hybrid makes more sense on the other hand if you have something that’s worked and it’s very repeatable maybe automation is there or if you have a super large data set uh or you have this messaging that you know works well then maybe you want to lean towards automation at that point so a couple kind of side byside views here you know what your kind of traditional manual process of of doing Manual vs AI Agent Workflow Comparison this like if someone was literally sit down do the research and write these themselves you know this could be take days or weeks to write this level of multiple emails in a sequence to this many prospects and companies versus an AI workflow can do this in hours scalability then is limited versus the AI agent workflow which is high cost to have a human sit down and do all that level of research and writing and and the level of person that you’re going to need to do that in your organization is very high versus the agent AI words AI agent workflow is much lower consistency also varies yes if you have somebody doing it and they’re a great strategist and a great copywriter it could be pretty consistent but if you’re talking more junior you know uh BDRs the traditional process is probably going to vary um versus the AI agent workflow once you have your prompts ready it’s very stable especially if you’re doing Q&A and then again from a personalization standpoint the traditional process yes you can get very high levels of personalization but it’s slow versus the AI agent workflow it’s very high also but it can be done very fast so there’s trade-offs with each one of these so we believe you know why does our system you know work um again the AI agent is focused on one specific task which will give you better output humans are still involved in the process to ensure quality and nuance uh automation is going to come but only when we know it’s going to work and again this is not necessarily some plug-and-play AI tool this is really thinking about it from a strategic system level so I do want to share some results and takeaways um that we’ve experienced as as we started this process uh so when Results: 57% Lift in Conversion Using AI we’re looking at conversion rate and by conversion I’m meeting companies we’ve reached out to that we’ve landed a meeting for this particular client um the Amateur Pickupball Association uh we’ve been working with them for a number of years i wanted to use this as an example to show you more historicals so over the over the year and a half or so that we work with them before the AI agents when we were doing this manually we were converting about 6.53% of companies that we reached out to we got a meeting with now when we did the AI agents we were able to increase that so far now to 10.3% so a 57% lift in conversion rate using this AI agent approach some lessons that we learned along the way here um number one prompt uh prompt over platform success really is about smart prompt design uh more than what tool you’re using as I’ve talked about one role one agent make sure that they are very good and trained on that one specific task uh that’s going to give Key Lessons: Start with the End, Focus Prompts you dramatically better results this is important i haven’t talked about this yet but start with the end in mind before you start building out all these different agents and giving and building out the prompts think about what the message is that you ultimately want to send what is the pain points who what particularly do you want it to look for because once you start thinking about what you want that message to sound like in the end and what a great message will be you can reverse engineer and make sure that you’re in advising and creating the prompts that are going to find that particular information in the pickle ball example you know I knew that I wanted it to first and foremost look for opportunities that the brand or the prospect was involved in pickle ball so I specifically gave the researcher that remit to find those particular uh insights had I not thought about that up front it might not have actually even looked on their profile whether or not they play pickle ball so think about the end in mind first and then you know write input right results you know if you give too little context or too vague you’re not going to uh or too much you’re going to overwhelm the model so make sure you’re uh really uh zeroing in with precision and then again systems beat shortcuts uh there are tools that are out there we’ve experimented with them uh and the outputs that we got are very much similar to what you saw in that crappy email that I shared and it’s because these tools are not necessarily built with at a campaign level with multiple agents like what we have done here um can you get it done faster maybe with them yes but you’re not going to get the same level that I feel the this system is providing for us and our clients so at the end of the day you know build everything around that a model assemble integrate message now I know I focused a lot of this around email uh and if I had more time I would be talking about all these other uh things as well but just to kind of give you a picture I wanted to focus on one channel particularly however the same exact system can power other ABM channels at scale it can be used for not just email copywriting but ad Beyond Email: Ads, Landing Pages, and Social copywriting that same research and that same strategy brief can be handed over to a trained AI copywriting agent that write LinkedIn ads display retargeting etc but you would just train that agent on how to be a great what makes a great LinkedIn ad same thing from landing page you could hand this off to a landing page agent that’s trained on how to write great landing pages or general social media posts or newsletters so it can really any of this can be done so you could do the whole process have it write the emails have it write ads have it write landing pages um all with really just adding an additional brief and taking the same research that you’ve already done so I’m hoping that this is not too overwhelming i’m sure we have uh some people on the call that are very much involved with AI and uh and this is you know easy breezy and then I’m sure we have others that you know have uh this might be a little bit overwhelming to them so if you’re feeling maybe a little bit overwhelmed I wanted to offer at least a starting point for you and the idea here is don’t necessarily start with the full system that I had outlined um start a little bit smaller i would Where to Start: MVP Version of the AI Workflow recommend that you first start with that account and industry research prompt so using that deep research feature to analyze just start with one company one industry challenge and positioning just start there get a prompt that you feel good about and you and get comfortable using the deep research feature then skip the prospect level skip the strategist for now and go and just create a copywriting prompt so feed it then what you feel again it could be email copyrightiting could be an ad whatever you want to start with um but it will you are going to ask it to write something specific to that company right uh and then and then it’ll include that onepage description you’re going to want to include a onepage description of your company so it understands you know who it’s writing on behalf of and send it and see what uh what happens uh I think just starting with that then you could start to add additional agents along the way uh and you’re going to feel much better about the process so I think starting small and expanding out from there is a good place to go so you know I know I’ve shared a lot of information here uh you know and if this is something that you would like to bring to your agency uh or if you’re already doing it and you want some help uh and how to implement it uh we would be I’d be happy to have that conversation with you my email address is there my website Christianbanak.com you could reach out and our team can set up a conversation um or if you’re not ready for that right now uh we do have Contact Info & Free Newsletter an email newsletter that has 40,000 different agencies on it where we announce CMOs uh RFP opportunities we share and other growth strategies like what we’ve shared here today and you could subscribe it’s totally free at Christianban uh.com but um that being said uh I’d like to thank everybody and I I think and that we might have some questions and I can stick around to hopefully uh answer them to my best ability yeah very nice thank you Christian appreciate the amazing talk uh let’s let’s look at chat here let’s give Christian some uh give him some appreciation some love let’s see some of those emojis fire off here we had lots of good comments coming through uh chat got thanks from Fatima very nice i’m sure more folks will will jump in there here in a second let me see if we have any questions um sort by latest here i’m not sure I’ve seen any Q&A come in just yet Christian but that doesn’t mean it won’t come in um folks if you have specific questions for Christian uh on how to leverage those ABM strategies uh just looking at the stuff you’re going through with the deep research uh on chat I I don’t know man just the times are changing Christian just how quick you can grab information on companies or profiles um is is absolutely incredible uh this comes in from Sebastian after you write a super personalized email with this method how is the first call do you do you uh Q&A: Transparency, Writing Tools, Deliverability something that you had a robot check them up like do you say something do you acknowledge like “Hey I I just had a my my AI friend uh stalk you for like 30 seconds.” Um do you do you break the ice in that way no I mean I I don’t think that it’s never come up where where somebody I don’t think the emails that we’ve been able to produce recently come across as AI and I I don’t feel that’s even necessary i mean it’s still being sent by a human no different in my opinion we are using spellch check and Grammarly and all these other tools and you know we don’t make excuses for why Grammarly helped us you know write a better you know email or why spellch check you know helped us so no I don’t I don’t think that that comes across uh you know these are still emails being sent by you know humans from out of a human’s you know email box and they’re fielding the responses we’re not using AI to respond to those emails that might be talk next year that I could give i’m sure that’ll it might be there at that point but no but we that’s not something that we that we do no I mean it’s 2025 we’ve got AI we’ve got automation and we’re all still like tethered to our inboxes maybe there’s a future where that doesn’t uh isn’t isn’t the case uh this question comes from Nicholas Williams what tools are you guys using for content writing so I know you kind of featured chat quite a bit in today’s talk any other tools you’re using for writing for these types of outreach yeah I mean we’ve we’ve experimented with quite a few uh you know and I every every other week it feels like somebody comes up with some new feature uh just to keep things simple we’re just doing everything in chat GPT right now i think there are times where perplexity might be a little bit stronger in certain types of writing but uh you know through at least this process we’ve been able to get what we feel is really good strong writing especially from an email uh perspective out of chat GPT but you know we’re always experimenting with others i would encourage you guys to you know experiment as well as different tools come on the market and different features become available any any tips on how to uh use AI to avoid the email getting sent to spam um thanks Angie not necessarily i mean what we find though is when you’re loading up and sending the same message to hundreds or thousands of prospects uh the email providers recognize that it’s the same email going out over and over again and will you know that’ll hurt your deliverability but we have seen this approach improve deliverability because these are all custom emails custom uh subject lines just like again a human would be sending you’re not sending the same email over and over again to prospects so uh I don’t necessarily say that the AI there’s some AI hack that we’re doing it it’s just by nature of sending you know not the same message over and over again you’re landing in the inbox more very cool well Christian we’ve got a fun session coming up here in just a second i want to make sure our audience has plenty of time to participate but just want to say thank you for this session uh majorly valuable we have it recorded it’s going to be published as part of our our two-day event here at Agency Advantage um let’s Closing Remarks & Transition to Next Session give Christian a round of applause here folks uh some give him some love here for his talk sebastian says “Super great talk.” Agreed Sebastian thank you uh Christian thanks again man we will um hopefully see you back here again soon sounds good thanks everybody take care Brent all right folks we’ll come right back with our future of agencies illustrated by AI challenge so we’ll be right back