Marketers of Technology
00:13:32 · Andres Figuera, Philipp Blankenagel
[00:13:32] S1: Okay. Okay. No, I understand that. And technically, like, I understand you're you're leveraging, like, generative engine optimization, but how are you leveraging AI internally besides this automation of your processes? Can you shed a bit more light in that regard, like a bit, be a bit more specific? [00:13:49] S0: Yeah, definitely. So I can just, you know, mention a couple of examples where we have workflows running. So one of the examples, I think it's becoming common common standard in the industry is our ICP qualification workflows where new leads entering our platform are automatically, yeah, qualified and and enriched as well. So they get routed into a certain kind of funnel depending on what type of company they are, if they are, you know, ICP companies, which kind of geography they are coming from, and so on and so forth. That then starts different email nudges and kind of like different funnels they could or email funnels they could go into from there. And of course also decides if, you know, sales should speak to them or not. So that's that I think is, you know, it's kind of like demand demand backbone basically. So one of the one of the things we're running. On the content side, I think we see a really interesting shift right now, because I would say six months ago, everybody was saying, you know, content is one of the fields you can automate fully and you don't need, or you need maybe, you know, one person running content going forward. And I think everyone is is getting very sick of AI slop these days and
00:13:49 · Philipp Blankenagel, Andres Figuera
[00:13:49] S0: Yeah, definitely. So I can just, you know, mention a couple of examples where we have workflows running. So one of the examples, I think it's becoming common common standard in the industry is our ICP qualification workflows where new leads entering our platform are automatically, yeah, qualified and and enriched as well. So they get routed into a certain kind of funnel depending on what type of company they are, if they are, you know, ICP companies, which kind of geography they are coming from, and so on and so forth. That then starts different email nudges and kind of like different funnels they could or email funnels they could go into from there. And of course also decides if, you know, sales should speak to them or not. So that's that I think is, you know, it's kind of like demand demand backbone basically. So one of the one of the things we're running. On the content side, I think we see a really interesting shift right now, because I would say six months ago, everybody was saying, you know, content is one of the fields you can automate fully and you don't need, or you need maybe, you know, one person running content going forward. And I think everyone is is getting very sick of AI slop these days and [00:15:01] S1: and It's just that if they abused it so much, man, how are we not gonna get sick and see right through any AI slop that some company could throw at us nowadays? It's like, I can see through you, man. Please stop.
00:15:01 · Andres Figuera, Philipp Blankenagel
[00:15:01] S1: and It's just that if they abused it so much, man, how are we not gonna get sick and see right through any AI slop that some company could throw at us nowadays? It's like, I can see through you, man. Please stop. [00:15:12] S0: 100100%. 100%. I think... And everyone is really appreciating kind of like a unique and authentic voice, right? So... And and that's kind of like... It's becoming a very even more important craft. I think especially in B2B marketing, this has been important and of a lot of value since a long time, but I think it's getting increasingly important now that everyone is really so sick of these, you know, same sounding sentences and positioning statements, etc. And especially if you're communicating for your leadership team, if you're writing for your founder, for your CEO, I think especially then it's important to make it sound authentic and and, you know, not just like AI slob. It's really it's really damaging to your brand and reputation. So we use AI on on that side a lot to, you know, come up with ideas, but also to understand or to automatically analyze the space in terms of SEO, in terms of of geo, geo as well, you know, in in terms of understanding what the latest reports and trends are, etcetera. So getting kind of like good good market briefings and and ideas what we could write about, but then without kind of like just copy pasting what AI provides on the on the content side. And I think, yeah, again, it's it's important for you for your brand to do that.
00:16:30 · Andres Figuera
[00:16:30] S1: No. It's just that I I feel, and I've said this before, like AI has lowered the barriers of entry to many skills that none of us had before. Like, now I can design a web page. Now I can create a content strategy that I say, wow, this looks amazing. But what it hasn't replaced us with yet is the human aspect of the curation, and the taste that you need for something to be proper, for it to represent your brand as you would like, and as you know it should, because AI can hallucinate in that regard a little bit, so that's where we still fit in the equation, so it's very important for somebody to always make sure it is standardized, appropriate, and in line to what the company represents and is, because if not, AI is going to do whatever it wants, as it always has. I'm just sick of seeing people that I don't feel they proofread what the AI did, or they just stated a fact, because in order for you to create engagement nowadays, you really need an opinion. So thought leadership is really coming back. Like, how are you guys making... How are you guys communicating the thought leadership that you can create? Do you have blogs? Are you making webinars? Or do you just speak at events? How does that look like?
00:17:34 · Philipp Blankenagel
[00:17:34] S0: Yeah. Yeah. Also, a lot of the things you just mentioned. We speak at events quite regularly. We also host events quite regularly, and that's also, again, an interesting connection to what we talked about in in terms of word-of-mouth and referral and happy customers and customer marketing because we try kind of, like, to to low key also build community without, you know, putting everyone in a Slack channel or a WhatsApp group, but regularly bringing our customers, friends from the industry, people we know, people we would like to get to know at events we host and curate ourselves. We bring interesting speakers, we create nice experiences actually, and this has been quite instrumental for brand building and trust building as well, and to kind of like facilitate word-of-mouth. So that's I think an interesting connection. But coming back to thought leadership, we do have different formats, channels. We have actually changed our newsletter from kind of like a curated newsletter coming out once a month, you know, selecting different types of topics to more like an in-depth long read about, you know, data we gather ourselves, for example. So we have a lot of companies on our platform, all different types of technology companies and startups, and actually a piece like two or three months ago was about how they become profitable. So different ways we see how startups become profitable. So you know, all anonymized, but we kind of like aggregated the data we had and we could see different patterns. And, you know, writing unique content with our own data in our own voice, This is one of the things we try to do for thought leadership. But then, of course, we also have our, you know, CEO speaking on LinkedIn, you know, talking about topics connected to our brand. We have different channels we use for that.
00:19:17 · Andres Figuera
[00:19:17] S1: Oh, I love that, man. Being able to use your data to provide value and education to potential customers or anybody who follows you in the community, that is so nice because it really is offering something back to people that are looking at you guys, and therefore it shows you understand what the data you're having, that you really want to be heard, and that you have something to say, and that is what I feel is just essential, essential. And Philipp, I'm noticing we're almost at time, but before I do finalize the episode, I did want to give you the space for you to let anybody who is listening to us, if they are interested in what re:cap offers, if they need help with financing, or even understanding where they're at in their company's journey to see if they can ask for it or not, How would a potential customer look you guys up and see if it's a proper fit to what this... To what you are offering?