For B2B marketing teams, the dream of delivering highly personalized content at scale has always been just out of reach. Vic.ai, an AI accounts payable company found itself struggling to create personalized content efficiently for their own outreach efforts. Lotta Lundaas, VP of Marketing at Vic.ai, explains, "We really wanted to leverage technology and AI to augment the team. It's a small team that needs to handle a lot of campaigns and create a lot of content." On top of the volume challenge, their email marketing campaigns were underperforming, with low open and click-through rates. Previous attempts at manual personalization were time-consuming and inefficient. Even with ChatGPT, the process was slow and not scalable. "We used to create templates in ChatGPT to generate 100 emails, but then we had to manually send them. It was just a very cumbersome process," Lotta explains.
What caught Vic.ai's attention immediately was Tofu’s ability to create highly personalized content at an unprecedented speed and scale. Lotta was immediately impressed. “One of the first things we tried was personalizing emails and dynamic landing pages for a list of close to 2,000 companies. The level of personalization was incredible. I actually got goosebumps.”
The depth of personalization that Vic.ai achieved was also remarkable. For instance, when creating content for Walmart, Tofu pulled in specific details such as the number of retail locations. For a telecom company, it incorporated their unique "uncarrier strategy" and network details, information that was buried deep within their website. This level of customization was previously unattainable with their manual efforts.
Beyond one-to-one outbound personalization, Vic.ai discovered innovative ways to leverage Tofu's capabilities. One particularly effective use case involved addressing stalled sales opportunities. The marketing team began creating personalized press releases and FAQs for these opportunities, incorporating quotes from key stakeholders. This process, which previously required significant manual effort, is now automated through Tofu.
"We have a tactic where we write a press release and FAQ and position it to the stalled opportunity as if this could be their future," Lotta explains. "That was something the sales reps were doing one-to-one. Maybe like 2 per week. With Tofu, as soon as they hit a certain stage and have been there for 30 days, they enter a list in HubSpot that pushes over to Tofu. It creates super personalized, long-form, four-page press releases and FAQs, and then it shoots it back into HubSpot."
The time savings achieved with Tofu are substantial. Lotta estimates that manually creating a press release for each would take around three hours, totaling 150 hours for 50 opportunities. With Tofu, they can now address all stalled opportunities efficiently, significantly increasing their chances of moving them forward.
Efficiency is great but the increases in KPIs are even better. For a retargeting campaign, the click-through rate improved dramatically from an average of 6% to 19%, and the read rate increased from 50% to 65%. Additionally, Vic.ai has seen a significant impact on their ability to revive stalled opportunities. In a recent campaign targeting these accounts, they were able to book three meetings within just two days, a substantial improvement over past efforts where they booked zero to one.
The efficiency gains have been equally notable. What once took hours of manual work can now be accomplished in minutes, or even fully automated and put on autopilot, allowing the marketing team to scale their efforts and focus on strategy rather than execution. Lotta emphasizes, "I feel like we find new use cases every other week. It's more about having the idea, and then I feel like Tofu can do whatever you need it to do."