Generative AI tools come pre-loaded with a wealth of abilities and reference materials. This default setting is helpful for day-to-day tasks or rudimentary assignments.
But B2B sellers and marketers looking to get the most out of AI email automation will find it lacking when it comes to matching the unique style and tone of their company.
The solution to overcoming generic output is the concept of “refinement.” Refining an AI tool means feeding it specific content to serve as reference examples and improve your AI email outreach.
With these resources at its disposal, the AI will be able to:
- Reference specific data points and facts
- Incorporate actual quotes from uploaded materials
- Understand which documents should serve as “tone” influences and which are simply fact-based learnings
- Closely match your company’s existing style and tone
The AI Writer feature within 6sense’s AI email platform enables users to enter prompts — or choose from a library of templates — that the AI will quickly turn into personalized, conversational emails for your buyers.
The platform also features a robust refinement tool that helps the AI become even smarter and start sounding like a member of your team when creating emails.
How to Start Refining Your AI Email Automation
Refinement is a surprisingly easy process.
All you need to do is start uploading documents and the AI starts scanning them to learn the facts and style from those resources.
Within 6sense’s Conversational Email you can start refining in the AI Writer tool under “Training Content.”
The types of documents you should consider uploading to help the AI include:
- Product fact sheets
- Previously successful emails
- Case studies
- Blog posts
- Whitepapers
- Ebooks
- Style guides
- Social media posts
The beauty of refinement is that more is better. You don’t need to worry about only selecting your five best assets — the more you can feed the AI, the more it can recognize patterns and build a library of references.
Conversational Email makes this process even easier by allowing users to toggle between “Affect tone” and “Inspire content.” This lets the AI know if a particular resource should use a document as a style reference or only reference the information within it.
This feature is crucial to help the AI learn your company’s particular style while separating out fact sheets that might simply have been created to lay out important value drivers for your products or services.
How Refinement Generates Smarter AI Email Outreach
After uploading a treasure trove of your resources, you’ll be able to use smarter prompts to generate emails that reference specific stats, quotes, and value props.
Let’s look at an example of a demand gen marketer using the refinement feature within 6sense’s Conversational Email capability to produce hyper-personalized emails within minutes.
Example
ACME Co. produces a number of products that can be sold across a wide range of industries. Jane is responsible for generating demand within the healthcare industry. She wants to create an email cadence that re-engages buyers in that industry by delivering real stats about ACME’s success with healthcare companies.
She uploads a case study with ABC Healthcare as well as a product sheet for Product A so that the AI can understand the tone from the case study, as well as pull facts and figures from both the case study and the product sheet.
After uploading the documents, she enters the AI Writer tool within Conversational Email and writes the following prompt:
“Write a three-email cadence for a prospect in the healthcare space. Make use of our case study with ABC Healthcare. Include tangible, no-fluff success metrics from the case study in your first email. Include an actual relevant powerful customer quote in the second email. Use the case study to create a strong “fear of missing out” factor in the third email.”
With this prompt, the AI understands exactly what Jane wants and can quickly create three emails that deliver exactly what she wants — with real quotes and stats sourced from the existing case study.
Conclusion
Generative AI tools can have a real impact on B2B sales and marketing. But relying on default tools that haven’t been personalized for your business will generate flat, lifeless results. Refining these tools with your own resources unlocks better results that sound more like your company and speak more directly to your target audiences.
