What would it take to prepare a relevant conversation for every account on a sales team's target list? Across thousands of businesses, that means understanding each company's market and strategic priorities, finding the right contacts and giving each person a credible reason to engage. Doing that consistently by hand is difficult when there are so many clients and prospects to pursue.

At NowVertical, our work developing Agent AI led outreach has reinforced a central lesson: the quality of the message depends on the reasoning behind it. Commercial knowledge, account research, past account relationships & interactions and human judgement need to stay connected from the initial brief to the conversation that follows.

Events and exhibitions bring this challenge into sharp focus. A single event can give rise to three very different conversations. A net-new exhibitor needs a clear connection between the event audience and its objectives. A dormant account needs a reason to reconsider. A renewal should build on the relationship so far: the value it has already delivered and what more it could achieve.

For a new-logo acquisition, research into the account and its contact personas can establish audience fit. That insight can then shape a concise elevator pitch showing the value its "look-alike" competitors are already gaining, quantified through metrics such as expected ROI, leads generated and sales converted.

For a dormant account, previous participation and what has changed since both matter. The aim is to connect the account's current strategic priorities with the outcomes the event can deliver. Where the reason for the lapse is unknown, AI should help the salesperson see how the account has changed over time, rather than supplying an explanation of its own.

For a renewal, the value delivered at the previous event is what drives the decision. The exhibitor's past participation and experience should be expressed in tangible commercial outcomes. Showing the leads, prospects, product demos and meetings the exhibitor gained, alongside a projected ROI, demonstrates that value clearly and gives the renewal conversation real momentum.

Our approach to hyper-personalised outreach

Our approach starts by translating commercial knowledge into a usable brief: who the opportunity suits, why it could matter and what evidence would support an approach. A complete brief is only the beginning; its commercial logic still needs testing.

Finding the target persona is another starting point. The contact needs to belong to the right business, hold a relevant role and have suitable, current contact details. Outdated records and ambiguous job titles can undermine the research. Uncertain matches need to remain visible for review instead of silently becoming approved recipients.

The same discipline applies to account information and news. A product launch might suggest a useful connection to an event audience. It does not establish budget or buying intent. We focus on whether a signal supports the proposed conversation, keeping its source and date visible and separating confirmed facts from interpretation.

Different agents can help research accounts, identify contacts and draft outreach. The difficult part is preserving the proposition, evidence and open questions between them. Otherwise, a cautious research finding can emerge as an unjustifiably confident claim in a polished message. That is why our agent solution builds in human-in-the-loop (HITL) checkpoints at each hand-off, so reviewers can confirm the evidence and interpretation before it moves downstream.

One of our most useful lessons is to run a HITL review on a small sample before expanding the approach. Start with two or three accounts and ask whether the proposed conversation would make sense to an experienced salesperson. A fluent email can still target the wrong role or rely on an unconvincing angle. That feedback should improve the brief, contact criteria or evidence requirements, so it benefits the next set of accounts as well.

HITL therefore needs a deliberate place throughout the agent workflow: commercial owners shape the approach, reviewers test the early output, and uncertain cases are held for judgement. Feedback from live conversations can then refine what comes next. Our agent solution is designed to keep those HITL decisions manageable at scale.

With that foundation in place, a single body of research can power an email, a LinkedIn message and a practical call script. Each salesperson can see why the account matters, how to open the conversation, what is already known, which discovery questions remain and the most sensible next step. The script is there to help them listen and adapt, with any assumptions clearly flagged.

The agent workflow must also adapt to what happens next. A reply to an email, a response to a LinkedIn message or the outcome of a sales call should shape the next step, so the workflow continually learns from results, letting go of what does not work and reinforcing what does. Final outcomes are also used to retrain the model, so it can predict each account's likelihood of winning and rank the pipeline, so the most promising opportunities come first. The potential benefit is more consistent preparation across a wider audience, less repeated research and more time for relationships.

This is the opportunity we are working to make practical at NowVertical: bringing commercial expertise, data and AI together so more salespeople can begin a worthwhile conversation with the context to carry it forward.