Marketers of Technology
00:04:42 · Scott Logan
[00:04:42] S0: So what's working best is a tough one because marketing hasn't been here for a little while now, or at least not in the formal demand gen sense. So what we are focusing on are the things that I've seen a lot of success with recently, which is I feel like you absolutely have to focus a lot on the AEO side of search, so the AI search optimization. Right now, we're in a critical time where those AI search engines are now being very heavily used. Maybe even six months to twelve months ago, they were maybe being used seldomly. Now they're being used very heavily. And the way you structure your website, the way you structure your code from the backlinks to even enter content links are way more important and significant now. And making it so that... Making your website very easily crawled, very easily read by the AI crawlers and people. So that's the new trick. It's not using the old SEO tactics, which you still have to have some of that built in, but gearing it more towards AEO is important. And then on the traditional demand gen side, email is being hurt right now. If you have a a a long standing list, long standing domain ranking, and you have a built up, I've seen companies that I've talked to say they don't struggle as much with that. But if you're a newer brand, a newer company, that can be a huge challenge. So bringing back some of the old tricks from ten, fifteen, twenty years ago on campaigns where maybe direct mailer's a little bit heavier, maybe retargeting is a little bit heavier, maybe field events. If you have a core group of people that you can pursue for very specific sales cycles or product use cases, then that type of stuff is working really well in incorporating some of that into the modern ABM tactics.
00:06:39 · Andres Figuera
[00:06:39] S1: Understood. Understood. And when referring to AEO, Scott, do you make sure that... For example, I know several companies are are trying to appear as most as they can in Reddit, creating comments, creating buzz within the Internet so that the AI scrapes every single thing that talks about the company and therefore shoots like Wyllo's name out first whenever somebody looks for it. Have you made that test, and can you confirm that you guys are appearing properly within the AI LLMs?
00:07:05 · Scott Logan, Andres Figuera
[00:07:05] S0: So I haven't gone down the Reddit rabbit hole as a marketer because obviously you can go down the rabbit hole forever as a... Just user, but there's also a rabbit hole on the marketing side. And I think that from what I've heard from people who have gone down that road, whether it's at a startup or a mega enterprise, it's hit and miss. It really depends on your audience and how your audience engages and how your audience engages with you. It does get sourced quite a bit, so people are focusing there. But it's such a spider web of activity and takes a lot of effort. So if you have the resources to do that, your audience is talking about whatever products or services you're selling, then it's probably worth it. However, I feel like the number one priority should absolutely be your website structure, how you're coding, how you're using best of lists, how you're comparing yourself against competitors, how you're using question answer type FAQs, and not just like littering your site with it, but using all of that content very strategically is one of the most important things you could focus on. And then the other aspects of it, like Reddit and others, basically take with a grain of salt and go down that road if your audience is there and active. [00:08:23] S1: Of course. Of course. And Scott, how big is the team that you have at Wyllo? How many people do you have helping you out with marketing?
00:08:23 · Andres Figuera, Scott Logan
[00:08:23] S1: Of course. Of course. And Scott, how big is the team that you have at Wyllo? How many people do you have helping you out with marketing? [00:08:30] S0: So right now, it's me. The last place I was at, I had a team of five. And for maybe series a, series b, that seems to be a pretty healthy sweet spot from what I've experienced in growing and building different teams. So I always like to have an operations person. I like to have a campaign... At least one campaign manager, a coordinator that can do a lot of the logistics, list work, enablement building, things like that. It's good to have a really solid product person that is the actual conduit between what the product road map and the customer stories are and the demand gen team and whatever other areas of your business that needs support. I would also put like an extra one or two people. So if you have a very big expansion motion, it's probably smart to have a customer marketer. If you have a very large partner program, then you should probably have a partner marketer because all those things can piggyback off of the core demand gen team's efforts and just adapt it to those other cycles. So you don't need a super experienced person unless that is a huge 25, 30 plus percent part of your business. They should probably be a little bit more experienced.
00:08:30 · Scott Logan, Andres Figuera
[00:08:30] S0: So right now, it's me. The last place I was at, I had a team of five. And for maybe series a, series b, that seems to be a pretty healthy sweet spot from what I've experienced in growing and building different teams. So I always like to have an operations person. I like to have a campaign... At least one campaign manager, a coordinator that can do a lot of the logistics, list work, enablement building, things like that. It's good to have a really solid product person that is the actual conduit between what the product road map and the customer stories are and the demand gen team and whatever other areas of your business that needs support. I would also put like an extra one or two people. So if you have a very big expansion motion, it's probably smart to have a customer marketer. If you have a very large partner program, then you should probably have a partner marketer because all those things can piggyback off of the core demand gen team's efforts and just adapt it to those other cycles. So you don't need a super experienced person unless that is a huge 25, 30 plus percent part of your business. They should probably be a little bit more experienced. [00:09:51] S1: Of course. And Scott, what is your opinion about every single company wanting to slim down, use more AI, hire less people? Do you leverage AI in your day to day where you feel that you wouldn't need to make such a big team? Or do you prefer to really have real people next to you?
00:09:51 · Andres Figuera, Scott Logan
[00:09:51] S1: Of course. And Scott, what is your opinion about every single company wanting to slim down, use more AI, hire less people? Do you leverage AI in your day to day where you feel that you wouldn't need to make such a big team? Or do you prefer to really have real people next to you? [00:10:06] S0: Both. So do you need days where I had three people on a content team alone with a web developer? You don't necessarily need that anymore. But one thing that I have added at the last place, and there's a couple people at this company who... At Wyllo who do this, where they're just AI experts and they build things out for you. So they're building copywriting skills that keep you within the guardrails. They're... Like, I don't have a designer because we built a Claude designer that knows all of our frameworks and the designers building our templates. And then I use Claude designer to go ahead and make sure that I can just spin up my own ads, landing page graphics, social media graphics, and it all stays within the brand standard. And I can just communicate with it like a person. So those types of things are super valuable. And then using it for your data is really valuable. If you don't have it connected to your CRM and marketing automation... And I always get it wrong. Is it MCP or MPC? MCP. Right? [00:11:14] S1: I think it's MCP as well.