Agentic revenue

At the end of the day, marketing’s job is to grow revenue. Many components underlie that objective: brand awareness, technological transformation, sales operations, and so on. AI tools are increasingly capable toward that end.

And so I see many of our platforms adopting more headlines and features around “agentic revenue,” which is to say, “AI workflows and automations to generate leads in your pipeline.” I also see more engineers talk about “loops,” such as Linear’s latest feature. The best marketing teams in the world use the same mentality toward growing their businesses.

One such workflow I successfully prototyped last week with a client completes the Snapmarket loop: Create a foundational brand story, build a system to harness the marketing operation, send that story into the world with a podcast or other recording to all the various channels, then scale that story through performance optimizations to drive pipeline and test whether the story resonates with your buyers.

This client and I created a system that captures contact info for people on LinkedIn who engage with the podcast and other marketing material, and then sends those leads into their CRM to a “warm list” with attributes like what content they interacted with, generating a message for their sales person to follow up with them the next day. One of the tools scores the lead against a set of criteria for their ideal buyer (their ICP). If it’s a match, it sends that person into the CRM to start a conversation. AI’s ability to write a good initial message is also getting better every day.

I don’t believe in spamming a list of thousands of cold leads, so I like that this system finds real people who are really interacting with your real content, after which a real person sends a real message to start a real conversation. Because most of our clients operate in B2B professional services, a handful of high quality leads at a time can meaningfully grow their businesses. So, for these initial experiments I’m capping the amount of leads per day at five.

Of course, building a system like this takes a few months of preliminary work, like making sure the message and visual brand resonate with the right buyer, then making sure the website and other infrastructure can handle new leads effectively. Then you’ll need a content mechanism like a podcast to consistently produce multimedia assets where your audience lives. But once you’re at a good place with those prerequisites, an agentic revenue workflow can build a consistent pipeline.

As I wrote a few weeks ago, the greatest challenge in marketing is how to communicate authentically at scale. This system gets closer to that solution, but I’ll continue experimenting with its results on my own accounts to see how far we can go.

Let me know if you want to talk about a system like this for yourself.

As always, we’re grateful to serve.