One marketing firm is merging AI and account-based marketing to attract new businesses. It's already achieved a 20x ROI.

• Jasper is a marketing platform that provides AI-driven strategies to its clients.
• The company is using emerging tech to target businesses interested in AI-based marketing products.
• This article is part of "CXO AI Playbook" — straight talk from business leaders on how they're testing and using AI.

For "CXO AI Playbook," Business Insider takes a look at mini case studies about AI adoption across industries, company sizes, and technology DNA. We've asked each of the featured companies to tell us about the problems they're trying to solve with AI, who's making 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, with 230 employees based in the US, 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 focused on helping clients automate their copywriting using their own brand voice for materials such as blogs, sales emails, and social-media posts. Loreal Lynch, Jasper's chief marketing officer, said the company also offered a self-service AI writing assistant.

But as free generative-AI tools like ChatGPT became widely available, Jasper's services evolved. The company started by building products with AI to help clients improve their overall marketing programs. Then Jasper used AI to build a sales pipeline to target companies interested in its AI-based marketing products.

Lynch said the goal was to engage prospective clients with "a very personalized campaign where we could automate the creation of a personalized email, a personalized web experience, and a landing page."

Key staff and partners

Tom Newton, the company's vice president of revenue marketing, said Jasper's marketing team developed the AI-powered account-based marketing workflow. This program could target companies with tailored content in the hope of turning them into clients. The company's design and web teams were also involved in its development.

AI in action

Lynch said Jasper used its AI-driven workflow to perform several functions in order to help attract business.

First, the program scraped the websites of enterprise companies that Jasper hoped to sign up as clients and gathered information such as company details, brand voice, and email addresses. Newton told Business Insider that this approach identified 2,000 email accounts for prospective clients to target.

Then, using the details collected from the websites, Jasper's AI ABM workflow created a mock landing page for each company.

Newton said the AI program created and sent a personalized email to each of these companies this year. The email included a link to the sample landing page and a message advertising Jasper's services. The goal was to showcase Jasper's tools to prospective clients.

Jasper's AI tool followed up with two additional emails per company.

With AI, Jasper generated emails and sample web content in a fraction of the time it would take traditional marketing teams. Lynch said the campaign also helped expand the company's sales efforts.

Did it work, and how did leaders know?

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

Additionally, Jasper said that based on the hours invested in developing the workflow compared with the revenue generated, the initial campaign achieved a return on investment of 20 times for the company. Newton also said its 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 kind of unreal," Newton said. "Not only can humans not realistically build this many customized experiences at scale, but also we're driving outsized impact on revenue and moving the needle as a business with this tool."

What's next?

Lynch said the ABM workflow is now part of Jasper's internal process to attract customers and generate revenue. The company is also offering it to its customers as a service designed to boost their own businesses.

"Something like this can be really transformational for an enterprise marketing team," she said.

Jasper continues to expand its AI services. It recently launched an AI image suite to help customers edit images at scale, such as by changing colors or adding graphics for holiday marketing campaigns, Lynch said.

The company is also working on using AI to automate and scale content tailored around keywords to help customers improve their search-engine rankings.