Behind the Scenes: How We’re Using AI to Break Through the Noise

At Sortd, we’re always trying to find better ways to connect with people. It’s not just about selling—it’s about starting meaningful conversations. But as anyone in sales or marketing knows, breaking through the noise is tough. Inboxes are overflowing, ads are ignored, and every email feels like a variation of the same pitch.

So, as we’ve been building our new AI Sales Assistant, we’ve also been experimenting with different ways to get the word out. Some ideas have worked better than others, but one thing is clear: this is a journey, and we’re learning as we go.

Today, we want to share one of our more unconventional experiments with you—a little behind-the-scenes look at how we’re using hyper-personalized AI-generated podcasts to make an impact.

If it works for us, we’ll be rolling it out to our clients too. But for now, it’s a story in progress.

The Problem: Cutting Through the Noise

When we first launched Sortd, we relied on the usual sales playbook—emails, calls, webinars, and even a few cold LinkedIn messages. And while those tactics still have their place, they’ve become so crowded that it’s hard to stand out.

This got us thinking: what could we do that no one else is doing?

We started with a few guiding principles:

• Personalization matters. Generic outreach doesn’t resonate anymore.

• Value first. People engage when you give them something they care about.

• Be different. If it’s been done before, it’s already part of the noise.

That’s how we landed on the idea of creating personalized podcasts for our prospects.

The Big Idea: Personalized Podcasts

Imagine receiving an email that isn’t another sales pitch but a link to a podcast—made specifically for you. It’s not about us talking at you; it’s a thoughtful, conversational exploration of your industry, your challenges, and how we can help.

Here’s what makes it special:

• It’s about them. People love hearing stories about their company, their industry, and their challenges.

• It’s unexpected. Podcasts aren’t the usual sales tool, so it grabs attention.

• It’s relational. The conversational format makes it feel less like a pitch and more like a discussion.

But how do you create a podcast for every prospect? That’s where AI comes in.

The Workflow: How It All Comes Together

This might sound like a lot of work, but thanks to AI, the process is surprisingly streamlined. Here’s how we’ve automated it:

1. Start with Broad Research

We use industry data to identify potential clients, starting with a broad grouping and narrowing it down to those that fit our Ideal Customer Persona (ICP).

2. Dig Into Their Story

Our AI reads their website—everything from main pages to blogs and press releases. It pulls out key insights about their priorities, challenges, and recent news.

3. Refine and Rank

Not every company is a perfect fit. The AI filters out mismatches and ranks the most promising prospects based on how well they align with our ICP.

4. Understand Us

To make the podcast truly personal, the AI also analyzes our own website and content. It ensures that the story we tell about our company connects seamlessly with the client’s story.

5. Find a Theme

The AI identifies hot topics or trends in the client’s industry. This becomes the foundation of the podcast, ensuring it feels relevant and timely.

6. Craft the Podcast

The AI writes a transcript for a two-person podcast. One host takes the optimistic view, while the other plays a bit of a skeptic. The dynamic keeps it engaging and relatable.

7. Generate the Audio

Using AI voice tools, the transcript is transformed into a polished, professional-sounding podcast.

8. Design the Email

The AI creates a personalized email featuring the client’s branding, a compelling subject line, and an episode overview.

9. Send and Engage

The email is sent, delivering the podcast directly to the client’s inbox. The goal isn’t to sell—it’s to start a conversation.

Why This Approach?

We wanted to try something that reversed the usual sales script. Instead of waiting for prospects to show intent, we’re giving them something they naturally care about: insights into their own business and industry.

Think about it—who wouldn’t want to listen to a podcast that’s all about their challenges, their opportunities, and their world? It’s a soft approach that builds trust and credibility.

Lessons From the Journey

Here’s what we’ve learned so far:

• Personalization isn’t just nice; it’s necessary. People engage when they feel understood.

• Automation makes it scalable. Without AI, creating this level of personalization wouldn’t be practical.

• Experimentation is everything. Not every idea works, but the ones that do are worth the effort.

And here’s the best part: if this experiment continues to deliver results for us, we’ll offer the same solution to our clients. Imagine being able to send hyper-personalized podcasts to your prospects as part of your sales strategy.

What’s Next?

We’re still early in the process, but the feedback has been encouraging. Prospects are engaging, replying, and even complimenting the podcasts.

If you’re curious to see it in action—or even get your own personalized podcast—let us know. Who knows? It might be the start of a great conversation.

At Sortd, we’re learning, experimenting, and sharing the journey as we go. If it works for us, it can work for you too.

Let’s break through the noise together.

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