Breaking Down the Lead Magnet That Creates Personalized Assets and Closes Deals with Josh Carter
The tool + workflow that Pavilion uses to generate leads and close deals using Copy.ai
I’m constantly blown away by how many different ways there are to build everything in AI. So when this week’s guest told me he’d built a lead magnet that doubles as a sales enablement tool, I assumed it was spun up in one of the hundred vibe coding AI builders out there.
Then he showed me the workflow. Simple set up, smart prompt chaining, a little Zapier magic, and an iframe that lives right on the website. It’s the kind of workflow that makes you rethink what a “lead magnet” should be in 2025.
This week’s guest is my friend Josh Carter, VP of Revenue Operations at Pavilion. I think you’re going to like this one.
This week’s Stack:
1 video: Build a lead magnet that sells itself with Josh Carter’s CopyAI + Zapier workflow
1 prompt: Research Agent to find live growth signals and companies worth prospecting
1 tool: Atlas, OpenAI’s new AI-native browser with ChatGPT built right in
3 resources: Smarter workflows, sharper prompts, and the latest GTM trends
3 jobs: Fresh marketing roles at top AI companies
Let’s go!
Workflow Walkthrough: Build a Lead Magnet That Sells Itself
When I hear “lead magnet,” I usually think of boring PDFs/ebook/etc. But what we’re building this week is an interactive tool that leverages AI and delivers personalized results prospects can use right away. In this case, Josh Carter, VP of Revenue Operations at Pavilion, shows us how he built a “lead maget” to help prospective members make the case for their membership to their company so the company will pay for Pavilion.
I love this because 1) it’s a lead magnet, 2) it helps close deals, 2) it produces personalized and relevant content specifically for the person who entered their info using AI.
Here’s what you’ll learn:
How prompt chaining beats single prompts for complex workflows
Why “ease of purchase” is the new growth lever for marketers
How to turn customer friction points into scalable AI assets
The stack behind Pavilion’s tool: CopyAI, Zapier, Clay, and HubSpot
Josh’s method for refining AI outputs until they actually sell
Check out the interactive reimbursement tool here.
Prompt of the Week: Research Agent for Live Growth Signals
Cold outbound sucks! It’s hard, inefficient, and doesn’t work. But what if the right prospects are leaving breadcrumbs? New job posts, fresh funding, product launches, etc. This prompt turns those signals into a qualified hit list you can work today. It pairs nicely with Josh Carter’s theme this week: remove friction by automating the research that slows pipeline.
-- ROLE
You are my Prospect Research Analyst.
Your goal is to find companies worth contacting — based on growth signals, funding activity, product-market fit, or hiring momentum.
-- OBJECTIVE
Identify and qualify **companies that meet my ideal customer profile (ICP)**.
Deliver a structured report I can use for outreach and LinkedIn research.
-- INPUT
I will describe my ICP like this:
• Industry:
• Company size:
• Geography:
• Tools or platforms they use:
• Revenue or funding range:
• Problems they’re likely facing:
-- PROCESS
1. **Discovery**
• Search across the web, Crunchbase, LinkedIn, TechCrunch, and news sites.
• Find **10–20 companies** that fit my ICP.
• Include at least 3 recent signals per company:
- Hiring activity (job titles, departments)
- Funding or growth announcements
- Product launches or tech-stack changes
2. **Qualification**
For each company, provide:
- Company name
- Website + LinkedIn
- Estimated annual revenue or funding
- Location and team size
- Recent activity signal (funding, hiring, product launch)
- Key decision-maker role (Founder, CMO, Head of Growth)
- Why this company is a good fit
3. **Synthesis**
- Identify patterns across the list (common sectors, growth indicators, technologies).
- Suggest 3 personalised icebreaker angles based on what these companies care about.
4. **Output Format**
Present findings in this format:
| Company | Website | Signal | Key Role | Reason to Contact |
|----------|----------|---------|----------|-------------------|
| Example Co | example.com | Raised $3M, Hiring 5 in Growth | CMO | Actively scaling; strong fit for [offer]. |
Then add:
- “3 Prospecting Angles You Can Use”
- “Top 5 Companies to Contact First (based on activity)”
-- STYLE
Be concise, factual, and actionable.
Exclude irrelevant or outdated companies.
Highlight live growth opportunities.
I’ve added this to my The Ultimate ChatGPT Prompt Library for B2B Marketing Leaders notion doc. Check it out for 60+ more prompts.
The Ultimate ChatGPT Prompt Library for Marketing Leaders
I remember the first time I used ChatGPT for marketing. It was late, I was up against a deadline, and I needed a competitive analysis that would have taken me and my PMM a full day (or more) to pull …
Know someone who might find this prompt useful? Share it with them!
Tool of the Week: Atlas, The AI-Native Browser from OpenAI
The browser wars just leveled up. Atlas, OpenAI’s new browser, bakes ChatGPT directly into your browsing experience. It’s early days, and yes, it’s missing a few must-haves. But if ChatGPT is already your main LLM (same here), the seamless integration makes Atlas worth a spin. I’ve tried, a handful out there, and simply having ChatGPT built in makes this my currency AI-native browser of choice.
Try it: https://chatgpt.com/atlas
AI Resource Roundup:
The Five P’s Framework (Cannonball GTM): Kyle Norton (one of the CROs I respectct the most) lays out a decision model for choosing your GTM bet without hand-wavy ICPs. It’s a practical way to pick a wedge, pressure-test positioning, and avoid “target everyone” chaos. Sharp, operator-grade thinking you can apply before your next campaign.
Why Vertical SaaS Is a Bad Investment Today (20VC podcast): This one is not 100% about AI, but it’s the best podcast that I listened to last week. A fiery roundtable on TAM reality vs. hype, why “everyone’s in market” can warp adoption forecasts, and what that means for pricing, pacing, and pipeline. Use this to sanity-check your own 2025 AI bets and budget asks.
The State of AI in Go-To-Market with Kristina McMillan (GTM by the Numbers podcast) : Yes, is my podcast 😊 . We cover fresh research + field notes on what’s actually working in AI GTM. Why GTM engineers are emerging as must-have hires, the metrics that matter (ARR per GTM dollar/employee), and how to push past “level 1” AI into quality and decision speed. If you own pipeline, this is homework.
Hot AI Jobs: The Week’s Most Interesting Open Roles
Director of Marketing at Regal.io
Location: Remote (United States)
Pay: $110,000 – $125,000 / year
Senior Manager of Marketing at January AI
Location: New York City (Hybrid)
Pay: $160,000 – $190,000 / year
Product Marketing Manager at Tildei
Location: New York, NY (Hybrid)
Pay: $140,000 – $170,000 / year
The weather’s turning here in Colorado, and my jeans and sweatshirts are officially out. It’s that awkward in-between season here where it’s freezing in the morning, blazing by lunch, and snowing again by dinner. Feels a lot like campaign performance in Q4… unpredictable, occasionally painful, but somehow still beautiful when it works.
Stay warm out there.
– Brandon