Marketers of Technology
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.
00:11:14 · Andres Figuera, Scott Logan
[00:11:14] S1: I think it's MCP as well. [00:11:16] S0: The pool of data that we've connected our Claude to that, and I knew it would be beneficial. I just didn't realize how beneficial it was going to be. We have people on the product team. We... The sales team, myself. It's so much easier to be able to have an intelligent data analyzer skill or cloud coworker that has access to all your data and understands the data structure to be able to build out arguments, use cases, business cases, even content in such... In in a much more effective and fast way that I would say you absolutely should have that done and done on your team so that everyone has access to it and it frees up a lot of time for your operations person as well I found. [00:12:06] S1: No. I agree with that as well because being able to connect the AI to anything that you're using within your company, it just saves you so much time that you used to need before to scour through the data, to analyze it, to make sure. And now you just with one question, it just pops up and tells you, hey, it's right here. Look at this. And then you can make your decisions a lot faster. But another question I do have Scott as well is in regards to Wyllo, do you only offer services in The United States or do you do this around the world?
00:12:33 · Scott Logan, Andres Figuera
[00:12:33] S0: Primarily North America, but our customers do take us global. So we do have international customers, but we typically market here. In past lives, I have had an APAC team, a UK team, an EMEA team, and marketing is done a lot differently over there. It's much more relationship based, much more, much smaller territories, less competition. And so that's a lot longer, more robust sales enabled marketing rather than the hardcore demand gen. There's crazy competition. You got to spend a lot to be present. You have to run large scale campaigns with lots of people in them. In those other regions, every country basically acts as its own entity. And, like Germany and Italy are marketed to much differently than The UK and say Australia, New Zealand is very much like The US. So you just kinda have to take advice from your feet on the street in those regions on what works and what doesn't. Because if you just try and do the same thing in every region, you're not gonna get the same results that you get in The US. And you're gonna maybe upset your sales team. [00:13:51] S1: It's true. It's true. And... But you're not doing that you're not doing that with Wyllo right now. You're just marketing towards The US even though there may be customers that come to you guys that are from other countries. Right?