Planning Before You Use AI Models: A Little Goes a Long Way

AI is transforming CRM and marketing, but are you getting the best results from your prompts? Choosing the right AI model and structuring your input effectively can mean the difference between vague responses and game-changing insights. In this guide, we break down how to align your AI usage with business goals, craft better prompts, and refine results to maximize value.

AI tools like ChatGPT and Salesforce Einstein have become essential for CRM and marketing, though they serve different functions. ChatGPT excels at generating content, brainstorming ideas, and assisting with customer engagement strategies, while Salesforce Einstein is designed for automation, predictive analytics, and deeper customer insights within the Salesforce ecosystem. Together, these tools support automation, customer segmentation, and campaign strategy, but choosing the right one for a task is key. However, many users encounter inconsistent or vague responses—often because they don't structure their prompts effectively.

Not long ago, using ChatGPT was a simple matter of typing a question and getting a response. As AI has advanced, new models have been introduced to handle specialized tasks such as data analysis, reasoning, and content creation, making prompt structuring and model selection more critical than ever. Now, with multiple model options, choosing the right model and structuring your query correctly is essential for getting valuable insights.

Choosing the Right Model for the Task

AI models are designed for different purposes, each excelling in specific tasks. Understanding their capabilities before selecting one can significantly improve the quality of your results. For instance, some models are optimized for data analysis, while others are better suited for content generation or strategic reasoning.

• Data Analysis: If you're analyzing customer data trends, use an advanced data analysis model. Example:

Analyze the following dataset of customer purchases and identify trends:

"""

- Customer A: Purchased industrial machine parts on Jan 5

- Customer B: Reordered filters on Feb 10

- Customer C: Stopped purchasing after Q3 2023

"""

• Strategic Brainstorming: If you're generating campaign ideas, a reasoning-focused model might be more effective. Example: “Generate three creative marketing campaign ideas for a product launch targeting industrial manufacturers.”
• Content Creation: If you need drafting assistance (e.g., emails, blog posts), a language generation model is ideal. Example: “Write a LinkedIn post summarizing the key benefits of AI-driven marketing automation.”

It’s often useful to start with one model and switch as your session evolves. For example, you might begin with a data analysis model to review past customer engagement trends and later switch to a reasoning model to generate personalized re-engagement strategies based on those insights. For example, you might begin with data analysis to understand customer behavior and then transition to a reasoning model to brainstorm marketing approaches based on those insights.

How to Structure Your AI Prompts for Maximum Effectiveness

1. Provide Context—AI Needs a Clear Objective

AI performs best when it understands the full picture. Instead of vague requests, be specific about the system, objective, and expected output.

?? Weak Prompt: How do I segment leads? ? Better Prompt: In Salesforce, how can I segment leads based on engagement with a webinar campaign?

2. Format Prompts Like a Brief, Not a Brain Dump

Marketing teams and CRM professionals often think in structured steps—and AI responds best when prompts are structured in a similar way. By formatting your prompts logically, you help AI process information more effectively, leading to clearer, more actionable responses.

?? Pro Tip: Writing your prompt in a document (Word, Google Docs, or Notes) first can be a great strategy. The ChatGPT interface can sometimes be tricky for structuring prompts, so drafting first allows for better organization before copying it into the prompt window for final adjustments.

?? Weak Prompt: What’s the best way to improve lead conversion? ? Better Prompt: I want to improve lead conversion in Salesforce. Here’s what I need:

• Two strategies for improving MQL to SQL conversion
• One example of a lead scoring model that factors in engagement and demographics
• A way to track conversions over time in a dashboard

3. Use Zero-Shot and Few-Shot Prompting Effectively

AI can handle both direct queries and guided examples. Start with zero-shot prompting to see if AI can generate a good answer, then refine using few-shot prompting if needed.

• Zero-Shot Example: “Generate a subject line for a re-engagement email to inactive customers.”
• Few-Shot Example:

4. Ask for Direct, Actionable Outputs

AI can generate endless possibilities, but for CRM and marketing tasks, concise, actionable insights are best. Guide the model toward a structured response format.

?? Weak Prompt: How can I improve email open rates? ? Better Prompt: Give me three subject line variations for a customer re-engagement campaign.

5. Use AI to Support, Not Replace, Decision-Making

AI doesn’t inherently understand your business strategy—it works with the data and context you provide. The most valuable context includes details about your target audience, platform, goals, and constraints. For example, specifying whether you are optimizing for lead generation in Salesforce or email engagement in a re-engagement campaign helps AI generate more relevant and actionable insights. For example, if you ask, 'What’s the best way to increase customer engagement?' without specifying a platform or audience, the AI might return a generic response rather than a tailored solution. Providing precise context, such as 'In Salesforce, what are effective engagement strategies for B2B customers in the manufacturing sector?' will yield more actionable results. The best CRM and marketing professionals use AI as an assistant, not an oracle. Always review and refine outputs before implementing them.

Final Thought: AI Works Best When You Guide It Well

AI is a powerful tool, but like any tool, its effectiveness depends on how well it is used. Continuous refinement of prompt crafting is essential to optimizing results over time. As users test different approaches and adjust based on AI output, they can fine-tune their queries to achieve increasingly accurate and useful insights. Taking time to plan your prompts and selecting the right model for the task can turn AI from a frustrating experiment into a reliable assistant that enhances your marketing and CRM strategies.

Recap:

AI is a powerful tool when used effectively. Choosing the right model, structuring prompts clearly, and refining responses over time will lead to better results. Start with simple prompts, adjust as needed, and always review AI-generated outputs for accuracy and relevance.

\P.S. OpenAI has recently outlined its roadmap, revealing plans to release GPT-4.5 and GPT-5 in the coming months. These advancements promise to streamline AI interactions, but mastering prompt crafting now will enable you to think critically about AI-generated results and make the most of future enhancements.

#CRM #MarketingAutomation #Salesforce #AIinMarketing #LeadScoring

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