Introduction
Your Gem-E Content is the foundation for how Gem-E communicates your product to different personas and delivers relevant materials at the right time. Content consists of materials your sales reps would normally paste by hand (calendar links, gifting links, case studies, sample email templates, and product announcements). Instead of reps manually selecting and inserting these elements, Gem-E intelligently uses them based on prospect attributes and campaign context.
Content Structure
Every content type in Gem-E follows the same three-part structure:
- Filters - Determine which prospects/campaigns trigger this content
- Content - The actual information Gem-E will reference
- Instructions - How Gem-E should use the content in messaging
1. Value Proposition
Your value proposition should contain all the relevant context and information you'd like the AI to know about your company, offerings, and the prospects you target. This is the only required content type in Gem-E.
Filters (Optional)
When to use filters:
- Focus on specific products/services for certain prospects
- Tailor messaging for specific industry verticals
- Customize based on relationship types with your company
What happens without filters: The Value Prop is the only content type in Gem-E that uses waterfall logic (the AI evaluates the available value propositions from the top down and selects the first one with matching filter conditions - all other value propositions will be ignored). Without filters, Gem-E will take the first available Value Proposition.
Content
Value Proposition - What to include:
- What your company does
- Products/services you offer
- Different sales pitch options (optional)
- Main value propositions
Persona Pain Points - What to include:
- Target personas/departments
- Common titles within these departments
- Common pain points for each persona
- How your company solves these pain points
- Impact created when pain points are solved
AI-Assisted Setup for Value Propositions
Value Propositions offers a unique AI-assisted setup process:
- Navigate to Gem-E → Content tab
- Click Add Content
- Select Value Propositions under "Generate with AI"
- The AI automatically scrapes your company's website/domain to generate a comprehensive value proposition
- Review and edit the AI-generated content
Date stamping: AI-generated Value Propositions are automatically stamped with the creation date, making it easy to track and manage different versions over time.
Note: Unlike other content types, you don't need to provide prompts or input - the AI pulls directly from your domain to create the value proposition.
2. Sample Emails
Provide reference emails for Gem-E to mimic tone, style, structure, and/or content.
Filters (Required)
When to use filters:
- Tailor emails to prospect seniority levels (filter: "Current Job > Seniority")
- Customize by department or persona (filter: "Current Job > Department" or "Current Job > Persona")
- Create scenario-specific emails (e.g., closed lost opportunities, event attendees)
What happens without filters: If there are no filters we will feed in all the sample emails you provide. This could potentially confuse the AI if different sample emails for different scenarios are provided and we feed all of them in at once.
Content
What to add: Add the email or sequence of emails you want Gem-E to reference.
Formatting requirements:
Replace specific details with generalized variables using single square brackets:
- Example: "Hi John, I hope things are going well at Acme Corp"
- Becomes: "Hi [Prospect First Name], I hope things are going well at [Prospect's Company Name]"
Format as:
Email 1 Subject Line:[Your Sample Email Subject Line Here]
Email 1 Content:[Your Sample Email Content Here]Important: Insert all emails from the same sequence into one Sample Email item using the format above. Do not create separate items for each email in the sequence.
Instructions
You have two primary options for how Gem-E uses sample emails:
Option 1: Tone/Style Reference Only
- Gem-E mimics the tone, style, and/or structure
- Gem-E does NOT copy the content
- Use this to make emails sound "on brand"
Example instruction:
Use the sample emails provided to influence the tone, structure, and style of the emails you write to this prospect. Do not copy any of the content within the sample emails - instead use it to help craft emails that sound 'on brand' from our company.
Option 2: Content + Style Reference
- Gem-E closely mimics both the content AND style
- Gem-E follows the pre-written email and adds small personalizations
- Use this for templated sequences with light customization
Example instruction:
Email 1 to this prospect should closely mimic the content, style, tone, and structure of the sample email provided. If signals are present for this prospect, integrate the most relevant signal into email 1 in a way that sounds natural and seamlessly fits with the rest of the content in this message in a logical and fluid way.
AI Summary (Optional Feature)
What it does: Automatically analyzes your email sequence and writes instructions based on detected patterns (tone, style, structure).
When to use:
- You provided a complete sequence of sample emails
- You want Option 1 (tone/style reference only)
- You want Gem-E to write the instructions for you
How to use:
- Add your complete email sequence to the Content section
- Click "AI Summary"
- Review and edit the auto-generated instructions
DO NOT USE if:
- You want Option 2 (content mimicking)
- You didn't provide a full sequence of emails
3. Case Studies
Share customer success stories and case studies in relevant messaging.
Filters (Optional)
When to use filters:
- Match case studies to prospect's industry (filter: "Current Company > Company Industry" and/or "Current Company > Company Sub-Industry")
- Match to similar company size (filter: "Current Company > Company Number of Employees")
- Target specific personas/departments (filter: "Current Job > Department" or "Current Job > Persona")
What happens without filters: All case studies without filters will be fed into the model. By default Gem-E tries to select the best case study based on the closest match to the prospect's company's industry and size. But the industry and company size information needs to be provided for the case study company for the AI to try and match this. Otherwise the results might be semi-random.
Content
Link (Optional): Add a URL to the full case study if you want it inserted in messaging.
Case Study - What to include:
- Summary of the case study
- Key points and outcomes
- Customer quotes
- Company context (industry, size, location) to help Gem-E determine relevance
Tip: Including company details is especially useful if you're not using filters.
Instructions
What to include:
- Which email(s) should mention the case study
- Any specific context for how to reference it
Important note: If there aren't explicit instructions for where case studies should be included in the sequence, case studies might not be included in every email sequence because there might be other personalization signals that the AI prioritizes over using a case study.
4. New Features
Inform prospects about newly launched features or products.
Filters (Optional)
When to use filters:
- Only mention to prospects not contacted since launch (filter: "Last activity (prospect)")
- Target specific personas/departments (filter: "Current Job > Department" or "Current Job > Persona")
Content
Link (Optional): Add a URL to an article or resource about the new feature for insertion in messaging.
New Feature - What to include:
- Information and context about the new feature
- What problem it solves
- Key benefits
- Any relevant details Gem-E should know to mention it effectively
Instructions
What to include:
- Which email(s) should mention the new feature
- Any specific context for how to reference it
- How prominently to feature it
5. Links
Insert specific links (calendar, resources, webinars, etc.) into messaging.
Filters (Required)
When to use filters:
- Limit gifting links to certain seniority levels (filter: "Current Job > Seniority")
- Limit gifting to recent job changers (filter: "Current Job > Role Started Date")
- Limit resources/webinars to specific personas (filter: "Current Job > Department" or "Current Job > Persona")
What happens without filters: If there aren't any instructions for how they should be used in the messaging they most likely wouldn't be used. But the results might be unpredictable depending on how much info is provided about the link/what instructions you provide.
Content
Link - What to include: The full URL you want inserted (calendar link, resource, webinar, etc.)
Description - What to include: Detailed description of the link and/or the page it leads to. This gives Gem-E context about what it's linking to.
Instructions
What to include:
- Which email(s) should include the link
- Where in the email to place it (e.g., "at the end of the CTA")
- How to display it (e.g., "don't show the full URL - instead hyperlink it to the phrase 'learn more here'")
- Any other specific context
6. Conditional Instructions
Purpose
Trigger specific instructions based on prospect attributes or conditions.
Filters (REQUIRED)
Why filters are required: Conditional instructions are designed to activate only when certain conditions are met. The filter defines that condition.
How to structure: Instead of writing: "If the prospect is C-level, say XYZ in the CTA"
Use:
- Filter: "Current Job > Seniority" IS "C-level"
- Conditional Instruction: "Say XYZ in the CTA"
What happens without filters: Filters should always be used for conditional instructions.
Conditional Instruction
What to include: Instructions or context that should trigger when filter conditions are met.
Important: Never begin with or include "IF" statements in the instruction itself. The filter handles the "if" logic.
Example:
❌ Wrong Conditional Instruction: "If the prospect is in the marketing department, say ABC"
✅ Correct:
- Filter: "Current Job > Department" IS "Marketing"
- Conditional Instruction: "Say ABC"