2

Contents
Introduction ............................................................................................................ 03

1. Marketing AI Use Cases................................................................................... 04

1.1 Find and reach your target audiences more efficiently.................................. 05

1.2 Generate personalized content faster.............................................................. 06

1.3 Reach audiences at the right time.................................................................... 07

1.4 Marketing AI in Action: Grammarly.................................................................. 08

2. Sales AI Use Cases ........................................................................................... 09

2.1 Eliminate data entry and streamline CRM updates........................................ 10

2.2 Get call support with automated note-taking................................................. 11

2.3 Automate tasks with a sales assistant in the flow of work............................. 13

2.4 Sales AI in Action: Crexi...................................................................................... 14

3. Service AI Use Cases ....................................................................................... 15

3.1 Quickly resolve simple customer inquiries without agent assistance.......... 16

3.2 Respond to customers faster............................................................................. 17

3.3 Summarize conversations and cases quickly................................................... 18

3.4 Service AI in Action: MadeComfy..................................................................... 19

Conclusion ............................................................................................................. 20
 3

Introduction
In a recent CEO survey by Inc. and Salesforce, 91% of CEOs are optimistic about how
artificial intelligence (AI) will help their business. So it makes sense that almost half of small
businesses will try different AI tools over the next year. And one area where AI is making a
big impact is in customer relationship management (CRM).

In this guide, we’ll talk about AI features found in the more sophisticated CRMs and show
you how they can help your team run operations smoothly, handle routine tasks quicker,
and manage leads better. We’ll also share real-world use cases and results from small
businesses already using AI to do more with less.
Top 3 AI Use Cases
for Marketing
AI is a powerful tool that provides the customer insights you need to market more effectively
and create personalized content that resonates with your audience. It’s now easier than ever to
discover new leads and connect with existing customers.

We’ll begin by exploring AI-driven marketing tools that help you identify and engage prospects.
TO P 3 A I U S E C A S E S FO R M A R K E T I N G 5

Find and reach your target audiences more efficiently

With a CRM that offers marketing functionality, you can use generative AI to segment
audiences and launch campaigns to target those audiences effectively.

Suppose you’re a marketing manager looking to reach out to new customers or prospects.
With a marketing platform powered by generative AI, all you need to do is describe who you
want to target in everyday conversational language, and AI can automatically generate an
audience segment based on your customer data.

From there, you can tweak your description or the suggested attributes to further refine
your intended target. Once that’s finalized, you can easily launch that segment into your
native workflow or to an external activation platform.
TO P 3 A I U S E C A S E S FO R M A R K E T I N G 6

Generate personalized content faster

So now you know who you’re talking to. But what do you want to say? AI can help with that,
too. It can generate targeted copy for forms, landing pages, and emails — all right from your
marketing automation platform.

The benefit of generative AI will become glaringly obvious as your team spends just a few
minutes revising pre-populated copy instead of hours writing it themselves from scratch.

Plus, as you continue to interact with your audience, AI will gather more response data to
reference. And that data will enhance its ability to optimize recommendations and improve
engagement and conversion KPIs.
TO P 3 A I U S E C A S E S FO R M A R K E T I N G 7

Reach audiences at the right time

You know who you’re talking to. You know what you want to say. The only question now is
when to say it. AI can also be a huge help here.

For example, when you’re sending an email, AI can use engagement history data to
predict when each customer is most likely to click. This helps you beat out the competition
and appear at the top of your customer’s inbox when they’re more likely to give you
their attention.

Long story short: Less guesswork, more clicks.

TO P 3 A I U S E C A S E S FO R M A R K E T I N G 8

Marketing AI in Action: Grammarly

Grammarly increases plan upgrades by 80% with sales and marketing AI.

Grammarly is an AI-powered writing tool trusted by over 30 million people and 70,000
teams, including 96% of employees at Fortune 500 companies. Its goal is to help
customers improve their writing while maintaining security and privacy.

Grammarly’s marketing team used to spend hours making email lists, but many leads,
including spam bots and unqualified accounts, were dead ends. The sales team needed
better leads so they could use their time more effectively. Salesforce had the solutions.
To address their challenge and improve lead quality, Grammarly turned to Salesforce
Marketing Cloud. Marketing Cloud uses AI and customer data to help you connect with
audiences on a personal level across every marketing touchpoint.

Specifically, Grammarly relied on a Salesforce marketing automation tool called Marketing

Cloud Account Engagement. This strategy led to better leads, 30% more conversions, 80%
more upgrades, and faster deal closings in just 30 days.

Grammarly also used Einstein Send Time Optimization functionality to automatically build
email lists and predict the best times to email prospects. Now the unsubscribe rate is just
0.04% compared to a 2% industry average.

Read the full story here >

Top 3 AI Use
Cases for Sales
AI can also be a game-changer for your sales team. Sales reps spend 70% of their time on non-
selling tasks, like sorting through leads and crafting personalized emails.

Fortunately, AI tools can automate these tasks, helping your whole sales team work smarter
and faster. Recent statistics show that 83% of sales teams with AI saw revenue growth this year,
versus 66% without AI. Let’s dive into the tools that make it happen.
TO P 3 A I U S E C A S E S FO R S A L E S 10

Eliminate data entry and streamline CRM updates

If you’re a sales rep, you know that data entry is a necessary but repetitive task. With AI, you
can eliminate manual data entry by automatically capturing sales activities and updating
your CRM. This gives you the insights you need to close deals faster and the time to focus
on building strong customer relationships.

As you go through the sales process, AI captures any relevant data from customer
interactions, including calls, emails, and messages. For example, when you reach out to a
lead using email, AI automatically creates a new deal record in your CRM and updates the
record with the corresponding email summaries.

When the deal progresses, AI is there at every step, moving the deal to the next stage,
adding call transcripts, and creating notes. This saves your whole team time and ensures
that nothing slips through the cracks in the sales process. It also organizes and primes the
data in a way that maximizes the AI’s ability to analyze behavior, flag deal risks, and identify
next steps.
TO P 3 A I U S E C A S E S FO R S A L E S 11

Get call support with automated note-taking

Every time you’re on a sales call, you need to capture critical information right then and
there. But those details are hard to document manually in the moment and can easily be lost
in the shuffle. Even if it’s recorded, listening back to the entire phone call takes time you just
don’t have.

This is where AI can do the heavy lifting. During a sales call, you can use AI to take detailed
notes, so you can focus on the customer. Afterward, the AI transcribes the sales call into
structured summaries, flags key moments such as pricing objections, and identifies the best
actions to take next.

Now let’s say you follow up after the call, but the customer takes a while to respond. When they
finally resurface, there’s no need to recall the conversation from memory. In seconds, the AI
provides all the relevant details you need to call the customer, with a personalized sales pitch
ready to go.
 12

Automate tasks with a sales assistant in the flow of work

Putting all the necessary data at your team’s fingertips is just the beginning. Using your
customer data, AI can also act as your own personal assistant — or as we call it, your copilot.

Copilots are the next level of AI innovation, where you simply tell AI what to do for you, right
in the flow of work. It helps sellers work faster, gain better insights into your deals, access
information quickly, and accelerate deal cycles.

So instead of navigating to an AI tool that’s disconnected from your CRM, you can just open
up your copilot and ask it to do things like:

• Create a personalized close plan

• Generate emails
• Assist with meeting prep and follow-up
• Automate note-taking
• Find insights about opportunities in the pipeline
• Provide forecast guidance

All that means that you and your team can spend more time building relationships with
customers and less time sifting through data and screens.

Suppose you’re a sales rep for an outdoors brand, and you want to identify and research
your top three leads. Even a few years ago, this could take you hours. But with an AI copilot,
the work is done in minutes. Prospect quality can be quickly gauged by flagging recent news
from the company, like if it plans to invest in new markets or expand its product portfolio.

Now let’s say you want to email that customer about a new sleeping bag product launch.
You simply write a prompt right in your CRM, using natural language like, “Email Richard
Reed about our new sleeping bag line.” The AI will pull up Richard Reed’s record, see that
you have previously worked with him and, in seconds, draft an email that shares the latest
product information while referencing previous interactions.
TO P 3 A I U S E C A S E S FO R S A L E S 13

Then when he’s ready to buy, the copilot can suggest optimal meeting times based on his
past preferences, generate a task list, mark the deal as closed, and update the opportunity.

That’s the power of a single copilot that uses your customer and sales data to support
your team.
TO P 3 A I U S E C A S E S FO R S A L E S 14

Sales AI in Action: Crexi

Sales reps at Crexi save an average of five hours per day with Sales AI.

Crexi, a commercial real estate marketplace, struggled with sales teams spending too much
time on manual tasks, like drafting emails, writing call notes, and conducting customer
research. This left less time for crucial relationship-building and revenue-generating
conversations. That’s why the company turned to generative AI in Salesforce Sales Cloud.

Sales Cloud is a complete sales CRM platform that helps sales teams manage every aspect
of how they operate — from strategy and nurturing leads to closing deals and growing
revenue. By using Einstein in Sales Cloud, Crexi was able to simplify its sales processes
without compromising customer data.

Now the company’s sales reps get quick AI-generated customer insights and concise call
summaries, helping them adjust strategies and maintain consistent communication. AI
tools like Next Best Action also provide personalized follow-up recommendations, enabling
faster and more accurate responses to prospects.

As a result, Crexi’s sales processes have greatly improved. AI insights from top-performing
reps enhance the overall sales strategy and save teams an average of five hours per day
overall. Now Crexi’s sales teams can focus on building stronger relationships with prospects
and customers, leading to more successful outcomes.

Read the full story here >

Top 3 AI Use Cases
for Service
Customer expectations are higher than ever, with 72% of customers staying loyal to companies
that offer faster service. At the same time, 69% of service agents find it challenging to balance
speed with quality.

How can you address these two realities? AI can help customer service teams do more with less.
TO P 3 A I U S E C A S E S FO R S E RV IC E 16

Quickly resolve simple customer inquiries without

agent assistance
AI can act as an invaluable assistant for customer service teams, streamlining workflow and
increasing agent productivity.

Let’s say you’re a service rep. You’ve historically spent a ton of your time working through a
pile of simple requests. But AI can take those cases off your plate, reducing the number of
tickets you need to resolve yourself. Here’s what that looks like.

Customers chat with an AI bot to resolve simple requests — creating a seamless, friendly
experience that’s also highly efficient.

Only after a customer’s needs exceed the AI bot’s capabilities are they transferred to you,
the live agent. At that point, you can see the entire conversation they were having with the
AI bot and what actions were already taken.
TO P 3 A I U S E C A S E S FO R S E RV IC E 17

Respond to customers faster

Even when the request reaches you, AI isn’t out of the equation. It’s still there to assist you
in searching and sorting potential resolutions, using the knowledge articles and resources in
your CRM.

When you ask the AI for help with a specific case, it’ll provide the information you need
directly in your agent console. It’ll show you a list of recommended knowledge articles for
you to check out — marked by how relevant they may be to helping with this case.

And when you find the right article, the AI can auto-generate a personalized email response,
which you can customize and send over to the customer. It can even detect increased
negativity, offer tips for defusing a situation, and flag a supervisor to ask for additional
resolution options.
TO P 3 A I U S E C A S E S FO R S E RV IC E 18

Summarize conversations and cases quickly

When it’s all said and done, you need to log the case. Generative AI can automatically
draft case summaries based on case data and history, saving them directly to the customer
profile to help inform future interactions and replies.

This not only saves time, but also allows service operation teams to analyze caseloads, and
create knowledge articles or new workflows to continuously improve service quality.

As you close out cases, you can even use generative AI to create and send customer
satisfaction surveys, as well as summarize the responses from those surveys.
TO P 3 A I U S E C A S E S FO R S E RV IC E 19

Service AI in Action: MadeComfy

An average of 41% of MadeComfy’s daily live chat requests are resolved by AI bots without
human intervention.

MadeComfy, a short-term rental management company, needed to improve its system for
guest communication. Salesforce Service Cloud allowed it to integrate data from ticketing
systems, booking systems, and more, to consolidate and enhance customer interactions
across all touchpoints. And AI was a big part of the transformation.

Service Cloud is one complete, AI-powered platform that transforms how service teams
deliver value, from the contact center to the field. With Einstein for Service, MadeComfy
introduced AI bots to manage routine questions. The company was able to automate
responses for common queries, resulting in 41% of chat requests being resolved without
live agent interaction. This automation now allows the team to concentrate on more
complex issues, boosting overall service efficiency.

Einstein for Service further supports MadeComfy’s customer service team by generating
concise summaries of interactions, which are saved to customer profiles. This feature
ensures consistent communication and helps agents quickly review customer and case
histories so they can provide high-quality customer service.

Read the full story here >

 20

Conclusion
AI is positioned to boost small business productivity across the board — from marketing
to sales to service. And when your AI is built into your CRM, you never have to waste time
toggling between tabs. Everything we’ve talked about can be done on a single platform,
giving you everything you need to:

• Reach your target audiences with the right message, at the right time
• Empower your sales team to close more deals, faster
• Close cases efficiently and allow customers to find answers on their own

To start building your AI future right now, check out these resources and use cases.

Marketing Sales Service

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