How AI is boosting the search for new customers on this marketing platform

• Jasper is a marketing platform that offers AI-based strategies to its clients.
• The company uses emerging technologies to target businesses interested in AI-based marketing products.
• This article is part of “CXO AI Game Manual” – candid talks from business leaders about how they are testing and using AI.

For “CXO AI Playbook,” Business Insider examines mini-case studies of AI adoption across industries, company sizes, and technology DNA. We asked each of the featured companies to tell us about the problems they are trying to solve with AI, who makes these decisions internally, and their vision for using AI in the future.

Jasper is an artificial intelligence marketing platform founded in 2021. The company is fully remote and has 230 employees based in the United States, Europe, and Australia. Jasper provides content strategy, integrated marketing campaigns and public relations to companies including Prudential, Ulta Beauty, Morningstar and iHeartMedia.

Situation Analysis: What problem was the company trying to solve?

Jasper has worked to help clients automate their writing using their own brand voice for mediums such as blogging, sales. emailsAnd social media posts. Loreal Lynch, Jasper’s chief marketing officer, said the company also offers a self-service AI writing assistant.

But as free generative AI tools like ChatGPT have become widely available, Jasper’s services have evolved. The company began by creating AI-based products to help clients improve their overall marketing programs. Jasper then used AI to create a sales pipeline to target businesses interested in its AI-powered marketing products.

Lynch said the goal was to engage potential customers with “a very personalized campaign where we could automate the creation of a personalized email, personalized web experience and landing page.”

Key staff and partners

Tom Newton, the company’s vice president of revenue marketing, said Jasper’s marketing team developed the Account-based marketing workflow powered by AI. This program could target businesses with content in the hope of making them customers. The company’s design and web teams were also involved in its development.

AI in action

Lynch said Jasper used its AI-powered workflow to perform multiple functions to help attract business.

First, the program scraped the websites of companies Jasper hoped to sign up as customers and collected information such as company details, brand voice, and email addresses. Newton told Business Insider that this approach helped identify 2,000 email accounts that potential customers could target.

Then, using the details collected from the websites, Jasper’s AI ABM workflow created a fake landing page for every business.

Newton said the AI ​​program created and sent a personalized email to each of these businesses this year. The email included a link to the sample landing page and a message advertising Jasper’s services. The goal was to introduce Jasper’s tools to potential customers.

Jasper’s AI tool then sent two additional emails per company.

Using AI, Jasper generated emails and web content samples in a fraction of the time it would take traditional marketing teams. Lynch said the campaign also helped increase the company’s sales efforts.

Did it work and how did leaders know?

Newton told BI that Jasper acquired 12 clients using the AI ​​ABM workflow.

Additionally, Jasper said that based on hours invested in developing the workflow versus revenue generated, the initial campaign generated a 20x ROI for the company. Newton also stated that AI-generated emails performed significantly better than traditional email marketing, achieving 2.9 times the number of opens, 11 times the number of clicks, and four times the number of responses.

“It’s a level of impact that’s pretty unreal,” Newton said. “Not only can humans not realistically create as many personalized experiences at scale, but we also have an outsized impact on revenue and drive the business forward with this tool.”

What’s next?

Lynch said the ABM workflow has become part of Jasper’s internal process for attracting clients and generating revenue. The company also offers it to its customers as a service to boost their own business.

“Something like this can be really transformational for a business marketing team,” she said.

Jasper continues to expand its AI services. It recently launched an AI image suite to help customers edit images on a large scalesuch as changing colors or adding graphics for holiday marketing campaigns, Lynch said.

The company is also working to use AI to automate and scale keyword-tailored content to help clients improve their search engine rankings.