AI-Powered Lead Generation: The Future of Business Development

AI technologies have become a dominant trend in lead generation, allowing many brands to stay ahead of the curve and dominate markets.


Using AI in lead generation isn’t as easy as hitting a switch. Implemented the wrong way, artificial intelligence can cause more harm than good and put many companies at risk of compromising their success.

The solution?

Succeeding with AI-powered lead generation is all about balancing authenticity with efficiency. It’s good to let AI handle the heavy lifting of task automation and data processing, but it’s vital to keep a human touch and create content that differentiates you from the copycats.

Today’s article will teach you the biggest challenges of AI lead generation and how to overcome them.  You’ll learn how to use artificial intelligence to your advantage to streamline your lead gen efforts without losing your brand’s unique touch. 

Ready? Let’s get to it.

What Is AI-Powered Lead Generation?

AI-powered lead generation involves the use of artificial intelligence to streamline and automate the process of identifying and cultivating potential customers. Through the use of sophisticated AI tools and cutting-edge technologies, companies can set better lead gen goals, study their target markets more effectively, and create tailored messaging — all with remarkable speed and accuracy.

What Is the Role of AI in Lead Generation?

Effective lead generation isn’t always about speed and being the first to get to a certain market or target client. A lot of businesses are relying heavily on tools like ChatGPT and Bard to generate leads, but only a handful of them are going to experience real growth in the long term. Those will be companies that understand the true role of artificial intelligence in business development and how it should be used.

Martal’s sales team leverages AI tools to automate repetitive tasks that don’t require human input and creativity. Here are some ways we’re doing that:

  • Market research: We rely on AI tools to find answers and gain a deeper understanding of any market we’re targeting.
  • Competitor analysis: We use AI platforms to monitor competitor activities and gain insights that can help us enhance our lead generation approach.
  • Data analytics: AI software can analyze vast quantities of data about prospects to identify patterns and correlations as well as determine buyer intent.

In reality: 

A winning lead generation strategy is about doing what you’re already doing more effectively and differently. While there are a lot of challenges you can overcome using AI, this practice can easily become counterproductive and sabotage your growth.

For example, when you use an AI tool to write copy for your outbound campaigns, you’ll lose touch with your brand and its unique value proposition. Your message will start to sound like everyone else’s – standardized and impersonal. And that puts your company at risk of losing authenticity. That’s why innovation and uniqueness are crucial elements if you want your company to be in a league of its own.

The Challenges of Using AI for Lead Generation

Despite the multiple benefits, using AI in lead generation also presents certain challenges. One common issue arises when sales reps misuse AI tools, particularly for content creation, leading to lower engagement rates and conversions.

Here are three common challenges when using AI for lead generation:

Balancing Automation and Authenticity

Using AI writing tools to craft your sales emails can often make your brand’s voice sound disingenuous and robotic. As efficient as ChatGPT and Bard are, they’re still far from creating unique copy that genuinely interested prospects can relate to. Consequently, these AI-generated messages will deter a lot of quality leads and hurt your sales number.

It’s crucial to strike a balance between efficiency and authenticity if you want to build trust and healthy relationships with your leads. And the only way to do that is by maintaining a human touch in your communication and interactions. Your sales team must continue to infuse empathy, understanding, and genuine connection into every interaction.

Martal Group's AI-powered market research strategy

Differentiation in a Sea of AI-Driven Content

If you’ve been using AI platforms for content creation recently, you may have noticed how monotonous the writing style is for most of the answers they provide. Even when it comes to ideas, ChatGPT, for example, often provides the same repetitive answers to anyone using it.

As AI tools become more commonplace for content writing, differentiation becomes harder and harder. And the truth is that damage is even greater for businesses relying too much on AI software for lead generation and outreach.

Let’s face it:

Your target clients receive dozens of emails each week from SDRs trying to sell them products and services. And chances are, many of your competitors are using ChatGPT or Bard to craft their sales copy. So if you’re doing the same, you’ll lose your brand voice and end up with messaging similar to everyone in the market.

Avoiding Spam Filters

Over the past years, brands were in no rush to update their messaging or differentiate themselves from the rest. A good email sequence, for example, could yield positive results for years before potential clients would view it as repetitive or spam systems could flag it as unsolicited. 

However, all of that has changed now!

With AI-generated, low-quality content flooding the internet, many email providers are trying to keep up by implementing more advanced filtering systems and spoofing protection protocols. These changes are making it nearly impossible for any company to run the same email copy for more than a month or two.

To stay ahead of the curve, you must constantly be innovating and updating your email scripts. The goal is to keep your sales emails fresh, relevant, and compliant with ever-evolving legal regulations worldwide.

Martal’s AI-Powered Lead Generation Strategy

The uses of AI in lead generation are limitless. But as we already mentioned, while saving time and money might seem like a good idea, you should only judge the effectiveness of your ai-powered demand generation strategy based on results. How is engagement looking? And are more leads actually converting into buyers?

Here are three ways we’re currently using AI tools like ChatGPT and Bard to streamline lead generation:

1. Conduct In-Depth Prospect Research

One of the main ways we’re using AI tools at Martal Group is to conduct thorough market research and to to uncover valuable insights about our target leads. What used to take us long hours of research now only requires minutes, leaving our team more time to deep-dive into the nuances of our clients’ niches. And the best part is how highly-accurate and useful the findings are.

Here’s the thing:

You can use generative AI models like ChatGPT and Google Bard to analyze various sources such as company websites, social media, and online reviews. This is a great way to gain a deeper understanding of your target prospects’ needs, preferences, and perceptions about your brand or products. AI platforms are also useful in summarizing lengthy blog articles and research reports or creating readable summaries from raw data. 

With the right AI prompts, you can delve into the minds of your target market and gain valuable insights about them. Asking the right questions is all it takes to shape your marketing efforts the right way and enhance your competitive advantage.

2. Develop Go-to-Market Strategies

Based on that research, you can now put in place a much more efficient lead generation plan. Unsurprisingly, artificial intelligence is here to help you with that too!

Generative AI models are a powerful approach to support the development of your next go-to-market strategy. ChatGPT can provide you with unlimited, data-backed insights and predictions to guide your approach and decision-making. 

All you need is to ask AI about any challenge you’re struggling with when developing your lead gen strategy. The tool will provide you with unique answers in the form of an action-oriented strategy.

In addition:

One of the most revolutionary aspects of AI is how it can perceive data, comprehend it, and then use it to establish actionable growth plans. So, you may also use more sophisticated prompts where you explain to AI what you’re trying to achieve. In this case, you’ll feed the tool with additional information to help it understand your needs more clearly. 

3. Create Personalized Email Sequences

Leveraging generative AI to create email sequences is tricky.

The wrong way to do it is to copy-paste uncreative, AI-generated templates that everyone is using. This will almost always result in low engagement rates and can greatly harm the brand’s image.

The right way to use AI tools for personalization is by conducting further research and using specific copywriting formulas. For example, once the value proposition is clear, you can ask ChatGPT or dedicated AI sales assistants to rewrite it to appeal to specific prospects with certain needs and challenges.

The last step in this process is to edit the sales copy, enhancing its authenticity and human touch. This is an important step in turning any AI draft into a compelling sales message that generates conversions.

Martal Group's AI-powered market research strategy

Wrapping It Up

Artificial intelligence plays a critical role in today’s ever-evolving digital world — especially in lead generation. Used strategically, AI can be a great tool for finding prospective buyers and establishing meaningful human interactions with them.


There are also challenges on the other side when leveraging AI to achieve business growth. Using tools like ChatGPT and Bard the wrong way can dilute your brand’s voice, get you in trouble with spam filters, and eventually harm potential lead relationships.

As we’ve already explored in this article, it’s essential to strike a balance between efficiency and authenticity to maintain a distinct brand identity and keep a human touch.

Ready to transform your business growth with AI? Book a consultation with us today — we’ll be happy to discuss your sales and lead generation needs.

Vito Vishnepolsky
Vito Vishnepolsky
CEO and Founder at Martal Group