AI in Sales and Marketing — Tools, Automation
Practical AI rollout in sales and marketing processes: automating lead generation, personalizing communication, AI tools (ChatGPT, Jasper, HubSpot AI, Apollo AI), and measuring impact on sales results.
From standalone tools to a coherent AI sales process
Many sales and marketing teams already use individual AI tools, but without a coherent process the results are hit or miss. The training shows how to combine prospect research, lead scoring, communication personalization, and content creation into one measurable, AI-supported process across every stage of the funnel.
Personalization at scale without losing authenticity
Automating sales communication carries a risk — messages can start sounding generic and hurt the relationship instead of building it. Participants learn how to use AI for personalization grounded in real prospect data, preserving the tone and authenticity that separate effective outreach from spam.
ROI, not just a feature demo
AI tools in sales and marketing cost money, so the investment needs to pay off in a measurable way. The final module of the training walks through building a dashboard that monitors AI’s impact on funnel conversion and calculating return on investment, so the team can justify and scale the rollout.
Benefits
- Implement AI-driven automation for prospecting and lead qualification
- Build a process for personalizing sales and marketing communication at scale
- Use AI to create and optimize marketing content (copy, ads, emails)
- Measure AI tools' impact on conversion and sales results
Who is this training for?
Training program
AI in prospecting and lead generation
- AI tools for finding and qualifying leads (Apollo AI and similar)
- Automating prospect research before first contact
- AI in lead scoring — prioritizing the highest-potential contacts
- Integrating AI tools with your CRM (HubSpot AI and similar platforms)
Personalizing sales communication at scale
- Generating personalized cold outreach messages with AI assistance
- Automating follow-ups and sales sequences
- Analyzing sales calls (call intelligence) with AI
- The limits of personalization — when automation starts to hurt the relationship
AI in creating marketing content
- AI content generation tools (Jasper and similar) and their limitations
- Creating and testing ad variants with AI assistance
- Personalizing email marketing content based on segmentation
- Maintaining brand consistency when scaling AI-generated content
Measuring impact and optimizing the sales funnel
- Metrics for assessing AI's impact on sales funnel conversion
- A/B testing AI-generated content and communication
- ROI analysis of AI tools in sales and marketing
- Building a dashboard to monitor AI usage and results across the team
Delivery Methods
Online
- Convenience of participating from anywhere
- Interactive live sessions with trainer
- Materials available for 30 days
- No travel costs
On-site
- Direct contact with trainer and group
- Intensive hands-on workshops
- Networking with other participants
- Full focus on learning
Frequently asked questions
Does this training overlap with another course in your catalog?
No — we did not previously have a dedicated course combining AI applications in sales and marketing in a single program. This training fills that gap: it shows concrete tools (HubSpot AI, Apollo AI, Jasper) and processes for both functions, focused on measurable impact on results rather than a generic AI demo.
Doesn't automating sales communication with AI make messages sound artificial?
It can, if automation is rolled out without oversight of quality and tone. In the training we show how to combine AI's scale with authenticity — personalization grounded in real prospect data rather than generic templates — and where to draw the line between automation and human contact.
Which AI tools are actually worth adopting for a small sales team?
It depends on which stage of the funnel needs the most support — research and lead scoring tools (like Apollo AI) for weak prospecting, CRM tools with built-in AI (like HubSpot AI) for follow-up problems. In the workshop we help you prioritize the rollout for your team's specific situation.
How do I measure whether an investment in AI sales tools pays off?
The key is comparing sales funnel metrics (time to first contact, conversion rate, leads handled per SDR) before and after AI adoption, factoring in license cost. In the training we build an ROI dashboard template tailored to your sales and marketing team's specifics.
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Funding Options
Check funding options for your company
Development Services Database
Up to 80% funding for SMEs from EU funds
Check availabilityNational Training Fund
Up to 100% funding for employers
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We train teams at Poland's largest companies
Interested in this training?
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