Marketing

Automating prospect research and contact enrichment

AI turns a source URL into a structured CSV of decision-maker names, emails, LinkedIn profiles, and bios, reducing manual research time for outreach and campaign prep.

Why the human is still essential here

Humans still choose which prospects matter, verify the data, and decide how to use the information in outreach and targeting.

How people use this

Decision-maker list from company URL

AI pulls likely leaders and contact details from a target account’s site and outputs a prospecting sheet for outreach preparation.

Clay / Apollo.io

Lead enrichment for CRM records

AI appends company size, role, and verified contact data to incomplete leads so segmentation and targeting are easier.

ZoomInfo / Apollo.io

LinkedIn profile enrichment

AI matches prospect names to LinkedIn profiles and summarizes roles and bios for quicker personalization before a campaign launch.

LinkedIn Sales Navigator / Clay

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Here are a few ways we are leveraging AI to assist with sales and marketing (plus a few ways not to use AI).

Here are a few ways we are leveraging AI to assist with sales and marketing (plus a few ways not to use AI). Do you have anything you would add to either list?

First, let’s dive into how you should NOT be using AI.

- Stop using AI to create all your content. Several colleagues have shared data showing engagement levels plummet for social media and website content created by AI. Engagement across all platforms. It is ok to use AI to help, but you MUST edit this content with a qualified human. A good rule of thumb is that the more important the content, the more editing it will require.

- Stop using AI to send important emails. The content generated by AI is clearly not human. People can subconsciously tell, if not outright. This sends a signal to the person you are emailing that you don’t care enough to write them yourself.

- Stop using AI to create all your content images. Again, let’s think about this from the perspective of how important your content is. Simple post, sure, if that post needs an image. But adding an image for the sake of it is not effective.

Here are a few amazing ways to use AI for sales and marketing:

- Start using AI to inspire your content, emails, posts, research, and more. AI can be a great assistant in helping you identify opportunities you may miss. This is mostly done in the conversational side of AI.

- Start using AI to do the mundane tasks. With a simple Claude Code .md file (Google this if you don’t know what it is), I was able to create a file where I insert a URL into Claude Code, and it creates a csv of names, emails, LinkedIn profiles, and bios of all the decision makers. Saves a ton of time.

- Start using AI to set up automated low-touchpoint interactions. Rather, this is online chat or surface-level emails; create AI agents that help you knock out 80% of the work in low-impact, high-volume interactions.

- Start using AI for marketing and sales processes and plans. AI is amazing at creating frameworks and rubrics for marketing and sales. Think of AI like a junior employee here. The output is solid, but requires some changes and additions. Use AI for editorial calendars, campaign plans, road maps, and more.

- Start using AI for research. Competitive research, new market options, market size, scope, areas of opportunity, your own campaigns, etc. AI can be a powerful research assistant. You need to be careful to properly structure the research, so AI doesn’t just give you answers you want to hear.

Jabez LeBretHead of Strategy at LexBlog, Inc.

Apr 8, 2026