Imagine freeing up hours in your day while boosting your team’s productivity and engagement. With the right AI tools, that’s possible. In this Sales Talk for CEOs episode, Alice Heiman speaks with Gillian Utesch, CEO of Broken Glass Ceiling Marketing, about how AI-driven tools can help your team to streamline marketing, personalize engagement, and tackle sales in a whole new way. Here’s what you need to know about AI to enhance your go-to-market strategy without stretching your team to the limit.
From Pharmacist to Marketing Innovator: Gillian’s Journey
Gillian’s story starts in a surprising place—a pharmacy. Transitioning from a pharmacist to a marketer, makes sense right? LOL, I think she has a whole book in that story. She started a firm to do traditional marketing and she quickly realized there were a lot of things she didn’t want to do. That set her on a path to automate those tasks so she could get them off her plate. She was so successful that she realized that her clients might like to do the same. They wanted to automate the repetitive tasks that often bogged down teams. So she built out the tools so that everyone can use them. Now, her company helps clients minimize time on routine activities, allowing CEOs and their teams to focus on growth. As Gillian puts it, “I didn’t build a business around what I loved doing—I built it around what I didn’t want to do, so others wouldn’t have to either.”
Key Insights for CEOs Embracing AI in Marketing and Sales
- Reaching Clients in Multiple Time Zones
After COVID, work styles and locations became more dispersed, with clients now spread across global time zones. Instead of a one-size-fits-all approach to communication, AI can help you identify ideal times for outreach, increasing the likelihood of engagement without adding work to your team’s plate. - Cutting Through the Noise with Personalized Communication
Email inboxes are overflowing, making it harder than ever to connect meaningfully with customers. AI can analyze your audience’s preferences, enabling your team to deliver highly relevant content that resonates. Rather than sending blanket emails, think about messages that address your clients' specific industries and needs. - Engagement Over Posts: Building Authentic Connections on LinkedIn
Posting on LinkedIn isn’t enough. True engagement happens through interaction, which is often time-consuming. AI tools can handle initial connections and automate responses in line with your brand voice, freeing you to jump into conversations when they matter most.
Action Steps for CEOs to Implement AI Efficiently
- Assess and Integrate AI Tools with Purpose
Determine which tasks are ripe for automation—think of repetitive, high-volume activities like initial outreach or follow-ups. Tools like xiQ allow for deep research and message personalization, helping your team engage meaningfully without sacrificing time. - Build Authenticity into Automation
AI tools should support authentic connection. Personalization doesn’t just mean using a contact’s first name; it’s about showing real knowledge of their challenges. Setting up guidelines for your team can ensure AI outputs reflect your brand and bring value to every interaction. - Scale Strategically Without Losing Personal Touch
As your reach expands, so does the need for genuine, tailored responses. AI can assist in automating responses that sound natural and caring, allowing your team to handle larger volumes without compromising quality.
Leveraging AI to Free Up Time and Maximize Impact
The real value of AI for CEOs isn’t just about saving time; it’s about allowing you and your team to focus on what matters most—building relationships, strategizing for growth, and driving impactful outcomes. As Alice Heiman notes, “AI is here to stay, and those who embrace it wil