Achieve ROI with custom AI tools

Popular AI marketing tools don’t address specific problems like custom AI tools do. As we’ve experimented and built our own custom AI tools, we have 5 examples that demonstrate their superiority over the ones we all know and love. Take a look.

Emily Fitzgerald
5 MIN|December 9, 2024
Here’s 5 examples of successful custom AI tools.

The problem with popular AI marketing tools is that they don't address specific problems.  

Features that are important to an enterprise business, like retaining domain knowledge, meeting brand guidelines, and personalising content to a niche market – these features can be lost in off-the-shelf AI solutions. 

This year, we experimented with popular AI marketing tools, like HubSpot and Databutton. But we’ve also begun to build small AI tools with specific functionality for our clients. 

Fifty Five and Five’s AI tools bridge the gap left by generic tools and help our clients maintain their unique voice. They also sidestep challenges that other tools run into. Here’s 5 examples of successful custom AI tools 

1. Stronger MDF allocations using AI

The what: 

A key challenge Microsoft face is putting ROI on the marketing development funds (MDF), which they give to their partners. We developed a custom AI tool that enabled Microsoft to scan and evaluate partner marketing efforts at scale. Our solution, called 'The Partner Benchmarking Tool,' processed data from thousands of companies and tens of thousands of channels, using AI to deliver real-time insights. 

The tool carried out over 40 different tests across various types of content. Beyond basic checks like spelling and grammar, it assessed language complexity and tone, reported on SEO signals, and identified technical errors or code issues on web pages. 

The why:

MDF allocations should lead to improved outcomes for partners. Traditional methods of assessing marketing investments lacked the depth and scale to track vast amounts of data. Our custom AI tool aimed to bridge this gap, giving Microsoft more detailed assessments of their investments. 

The result:

The Partner Benchmarking Tool conducted over 40 different tests, examining everything from spelling and grammar to language complexity and tone, as well as SEO signals and technical errors on web pages. This robust analysis equipped Microsoft with the clarity needed to answer the question: “Did our investment in marketing funds lead to better outcomes for this partner?” The result was greater insight, improved evaluation of partner success, and better decision-making for future MDF allocations. 

2. ABM campaigns at scale with AI

The what:

EscherCloud partnered with Fifty Five and Five to overcome a significant challenge: engaging 110 potential enterprise clients without a strong base of case studies. They wanted to make a solid mark in the GPU solutions space. To achieve this, we adopted an AI-driven account-based marketing (ABM) approach to draft highly customised messages for each client. Using AI, we developed comprehensive profiles for each target and identified key stakeholders. We began the campaign by targeting an initial sample of 10%. 

The why:

EscherCloud needed to create meaningful engagement with prospective clients – without traditional marketing assets. A personalised campaign was needed to break the ice of cold outreach. This ABM strategy focused on quality over quantity, targeting high-value prospects. The aim was to maximise ROI with highly personal content. 

The result:

With AI, this ABM campaign achieved an email open rate more than double the industry average. It generated multiple Marketing Qualified Leads (MQL) and secured interest from key decision makers at seven targeted accounts. For one high-profile account, the campaign generated a 200% ROI. In other words, for every dollar spent, EscherCloud gained two dollars.  

For one high-profile account, the campaign generated a 200% ROI. In other words, for every dollar spent, EscherCloud gained two dollars.

3. On-brand social content using AI

The what:

TCS wanted to spotlight its “Building on Belief” brand message during 5 prominent endurance events, including the Lidingöloppet and the New York Marathon. The return of in-person marathons in 2021 was more than just a sporting comeback—it was a symbol of hope after a year marked by cancellations and uncertainty. TCS sought to align its 'Building on Belief' brand with this renewed spirit, highlighting how technology can inspire and connect communities, even in challenging times. The task was to amplify the energy of these events through social media. TCS also wanted a consistent voice and on-brand copy – which our custom AI tool, Compass, was able to achieve.  

The why:

Large-scale events like marathons require rapid-fire social content to capture moments. The aim was to create on-brand copy at speed across channels. AI is able to provide something humans cannot: speed and brand consistency. TCS were able to review all AI-generated posts and add a human touch. 

The result:

Blending AI production and human oversight is a good formula. And the campaign far exceeded expectations, across all four channels. Content could be delivered in real-time, and in way that engaged a mass social audience. It brought the excitement and the spirit of each marathon to life.

Here are the key results:

  • 511,586 Facebook impressions during the Amsterdam Marathon
  • 166,865 Facebook video views over the event period
  • 1,870 clicks on social content through Facebook

4. Marketing toolkits perfected with AI

The what:

Adobe asked Fifty Five and Five to create toolkits with a variety of marketing assets for their campaigns. These projects needed fast delivery and had to meet Adobe’s high standards. Each toolkit came with different requirements and terminology from various departments. To solve this, we built a master toolkit using Adobe tools and advanced AI, ensuring we could deliver consistent, high-quality work quickly. 

The why:

Adobe needed a partner who could quickly produce high-quality assets for their marketing campaigns. With different departments using varied terms and specifications, each new brief brought challenges. A proactive approach was essential to maintain quality and adapt to changing needs. The master toolkit allowed us to streamline our process, align the team, and save time. 

The result:

The master toolkit changed how we handled Adobe’s projects, making our work faster and more consistent. We could now respond quickly to new briefs, with an 80% reduction in production time. This approach ensured we met Adobe’s high standards every time, improving project speed and efficiency. 

80% reduction in production time by using a single master kit for all projects. 

5. Talent recruitment optimised with AI

The what:

This AI-powered talent intelligence used millions of global data points to identify candidates with specific skill sets who were not actively seeking new roles. The platform provided Radar’s clients with a proactive approach to sourcing and engaging top-tier talent essential for scaling their businesses. 

The why:

Traditional recruitment methods are reactive and often miss highly qualified candidates. Radar wanted to disrupt the industry by providing its clients with a solution that could access these hidden talent pools, giving them a competitive edge and reducing recruitment costs. The goal was to help clients find the right talent faster and more efficiently. 

The result:

The AI-driven platform transformed recruitment for Radar’s clients by shifting to a proactive strategy. Clients saw a 40% reduction in recruitment costs by cutting out third-party agencies, a 30% increase in the quality of hires, and a 50% faster time-to-fill for critical roles. The tool helped them to scale quickly and stay ahead of market demands. 

Radar achieved a 40% reduction in recruitment costs, a 30% increase in hire quality, and a 50% faster time-to-fill for key roles.

Custom AI tools that work for you

Whilst popular AI marketing tools are a great starting point, they might not address specific company needs. 

Custom AI tools are designed to bridge that gap. They help you maintain your brand voice, deliver content at speed, and access prospects at scale – and achieve a higher ROI as a result.

Want to build a custom AI tool? We can help.

At Fifty Five and Five, we don’t just embrace AI – we create bespoke solutions that align perfectly with your unique needs. Whether it’s enhancing marketing strategies or driving product innovation, our AI marketing experts blend this transformative technology with a human touch to deliver exceptional results.

Ready to get started? First, download your own AI Innovators Report to see to how we're already pushing boundaries.