Marketers of Technology
00:21:34 · Ralf Paschen
[00:21:34] S0: Correct. That's exactly what people should utilize with ei company or not, don't worry about it, but this is the point. Train this thing on your voice, on your skills, make it very hard, make a positioning, mass absolutely clear. That's what you talk on your website, on your LinkedIn, on your emails, train this AI on, your ChatGPT skills, your instructions on ChatGPT or Claude or whatever. Pick and choose. Train this thing on AI and you will sound like you, at least partly of it. The problem is that people don't have time anymore because what's happening right now, new content all the time. Right? And I tell guys, this is the wrong approach because nobody... And this is the point what wanna make with the AI thing. New content is not a problem, but the reading perspective is getting smaller. People are not reading anymore. So you have to be very, very different in what you do. Okay? That's the reason why I like podcasts, because podcast is an expert thing. People love to listen to podcasts. If there's something interesting for them in there, they will read, they will listen it. Especially in the exit summary, will listen into it. Because they can do this by a car drive, they can do it by on a train, they can do it everywhere, right? Reading is the hardest part these days, hardest part to get the attention of a person, to get attention gets smaller because of these all this great content which is not great, mostly sloths.
00:22:56 · Andres Figuera
[00:22:56] S1: Yeah, now the time of consideration has lowered so much and if you don't have anything enticing, what's it called, controversial or a very strong opinion about something, people are just gonna pass it over and skim over it.
00:23:09 · Ralf Paschen, Andres Figuera
[00:23:09] S0: I'll give you another anecdote. You have time for that, Andres, give you another anecdote. I was tasked by an investor, why aren't using AI agents? This is almost two and two years, one and a half years ago, one and a half years ago, one year, three months. I was tasked by an investor, you should take agents for voice, AI voice for AI outbound, and for AI LinkedIn, whatever, LinkedIn email. And I said no. And I said no to the investor. Okay. And I said no for one reason. In enterprise, it doesn't work. It doesn't work. It runs for a $30 product like Ralfingy, that's fine. But enterprise means you understand the customer journey. If you hammer people down with a voicemail, with an email, with an email, mass approach out there, what happens? You ignore that. You ignore it. It's happening with you, it's happening with me, happening with everyone. You ignore that stuff. So as you make a decision, I read only what I read on my geo, in my EEO, on my LLM, because what people are doing from a decision making perspective, listen to any of these channels anymore, all the channels are burned. All these channels for outbound are burned because all of this AI, right? So what happens now, and this is the... Also something I wanna give to the podcast listeners here, there are free motions which still work. Every one of them have do with trust. It works everywhere in the world. Event led, 100%. [00:24:29] S1: In person meeting In
00:24:29 · Andres Figuera, Ralf Paschen
[00:24:29] S1: In person meeting In [00:24:32] S0: person events. All back. Roundtables, big events, small events, booth, whatever. In person still works. Still have to do your work to get people into your booth or to a speaking session or something, it works. People are interested because now they're not talking with an AI person. [00:24:47] S1: Exactly. They're seeing the human behind anything or at least the human in front of them, the eyes and shaking their hands.
00:24:52 · Ralf Paschen
[00:24:52] S0: The second one is community led. You can see this in the development scenarios, see with different companies who go into community approach, we said they have an own community, they build it up from scratch and they have community leaders and community people talking about, like influencers, like influencer stock. And we're not talking B2C, we're talking B2B. In B2B this works, there are influencers there. Okay, so having a lot of Instagram channel or Nick's a TikTok channel, this is nice, really influencers who being at rooms, you never will be there as vendor, they will open up as well. So you have to train them, you have to have contributor, you help them to get them on board. The company is doing this very, very well in this approach. It takes time. The third one takes by itself a trusted relationship, right? And the third one which really works is partner led. And funny enough, partner have the access to the customers. So you have to work with the partners. Work with their partners and make something happen. This is a different sales motion. This is indirect selling, right? It's a different sales motion, different marketing motion, but it's a very powerful one because these guys have the trust of the customers in tiers. So get into the customer by new bound, cold call, doesn't work. The fourth one which works, but this also takes time, it costs almost no money. This AOGEO, so answer engine optimization, geo optimization, your website, site, LLM, because buyers are looking into your LLM, get at least two to three to four recommendations. They don't look in Google anymore. They're looking Google Gemini, the top level, the AI mode thing. The rest, cheapest thing. If you're doing this right on your website and you have the right citation place, AEO and everything in place before the next LLM update comes. So understanding AI is a very powerful thing, right? But it doesn't mean I just follow everything like, hey, I just download 500 skills from me and Claude, and you're the best of the best of the best. You build all the AI agents. You can make a complete 10 person marketing team. You can throw it out of the window. That's not happening. That's stupid. That's just getting crap on LinkedIn post. It doesn't mean anything. Utilize the best things out of it, but don't jump on every lemming jumping into the ocean right now. That's not happening.
00:27:16 · Ralf Paschen, Andres Figuera
So think about what are you trying to achieve? What's the fastest ROI? Where do you need help from AI to get faster done without lowering down the quality? If you go into outbound to let's say 45,000 contacts, you build them up, you warm them up over the years, you warm them up. Now you're putting AI on it and you send eight emails a week, guess what happens? Guess what happens? [00:27:39] S1: Like I feel if you've been warming them up and you then start using AI, you might start losing a few, but you could gain another. [00:27:45] S0: You gain somebody else, but potentially your target personas, because now you build it completely up. You warmed it up. You did personal outreach. You did SDRs. Now, oh, we can replace all the SDRs with AI SDRs. You cannot imagine how fast they unsubscribe. [00:27:58] S1: Yes. It happens to me as well. Like I receive an email from somebody trying to sell me something that's been done with AI, and I just, I do not pay any attention to it just because I see through what's being written. It's like the AI is so visible that I feel they didn't even take the time to be worried about it.