CRM Talk Podcast

AI & Account-Based Marketing

With Steve Chipman & Sam Biardo

Listen to the Full Episode

Today's Topic: AI in CRM & Sales

The hosts, Steve Chipman and Sam Biardo, dive into the practical applications of Artificial Intelligence in modern sales and marketing.

They explore how AI is revolutionizing account-based marketing (ABM), from deep research to personalized outreach and content creation.

CRM Talk Podcast

Deep Dive: AI-Powered Account Research

The Tool: Gemini Deep Research

Steve uses Gemini 2.5 Pro's "Deep Research" mode to generate elaborate reports on target companies for sales teams.

Key Data Points

  • Executive Management & Hierarchy
  • Financial Information
  • Go-to-Market Strategy
  • Technology Stack (e.g., ERP systems)
CRM Talk Podcast

From Data to Actionable Insights

AI helps condense massive reports into formats that salespeople will actually use.

Canvas Mode

Generates a condensed, visually appealing HTML infographic of the full report, perfect for quick reviews and embedding directly into a CRM account record.

Audio Overview

Transforms text into a conversational podcast. This caters to auditory learners and helps catch key details that might be missed when reading.

CRM Talk Podcast

AI for Hyper-Personalized Outreach

Sam's LinkedIn Strategy

Sam uses AI to craft highly personalized, sub-200 character connection requests on LinkedIn.

The AI pulls in specific data about the company, the contact's role, and potential internal projects, making the outreach sound personal and well-researched, leading to higher connection rates.

CRM Talk Podcast

AI: The Ultimate Content Multiplier

"Google giveth and Google taketh away." While AI summaries reduce clicks, AI tools provide powerful ways to repurpose content.

The team feeds their podcast and video transcripts into an AI to automatically generate concise, engaging summaries for LinkedIn posts.

This saves hours of manual work and ensures their content reaches a wider audience across different platforms.

CRM Talk Podcast

The New SEO: Brand Mentions in AI

The Old Way: Clicks

Traditional SEO focused on ranking in the "ten blue links" to drive website clicks.

The New Way: Mentions

With AI Overviews, the goal is to have your brand mentioned directly in the AI's answer. This requires creating specific, high-quality content that answers niche questions.

It's a shift to a "brand-first" SEO or "Generative Optimization" (GO) strategy.

CRM Talk Podcast

AI: An "Anything-to-Anything" Tool

AI is becoming a universal translator for content formats.

📄 A detailed document can become... 📊 a PowerPoint presentation.
📝 A blog post can become... 🎬 a script for a promotional video.
💡 Original ideas in one format can be... 🔄 easily transformed into many others.
CRM Talk Podcast

From Discovery to Confirmation

AI research provides "insider baseball," changing the nature of sales calls.

Instead of asking "What tech stack do you use?", you can say, "We believe you're using [ERP System]. Is that correct?"

AI can even generate an organizational chart from public data, giving sales reps a huge head start and allowing for much deeper, more strategic conversations from the very first call.

CRM Talk Podcast

Key Takeaways

  • ✅ AI provides deep, time-saving research for sales.
  • ✅ It enables hyper-personalized, effective outreach.
  • ✅ AI is a powerful engine for repurposing content.
  • ✅ Marketing is shifting to brand presence in AI answers.
  • ✅ Sales conversations are elevated from discovery to confirmation.

Thanks for listening to CRM Talk!

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