Marketers of Technology
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.
00:28:13 · Ralf Paschen
[00:28:13] S0: Right. So if you're not taking worth of time of having the rules in place, at least no Emdash, different sentence lengths. This is a lot of things to do in AI. You can do a lot not to sound like AI. An AI detector will figure it out for sure. But you can play with it. And this is what I tell me. And I create LLMs for companies. I have the seven rules in there how not to sound like an AI. I have that. I built this out for the last years. So I give them to my clients. So they're not looking like AI. If they're putting in detector, sure, they find it out. But nobody does. If you see a LinkedIn post, you're not taking this out, putting it in AI detector. It's not happening. You just sound interesting, right? But this is the point. Make a decision on AI, what the use case is, what really brings value. Okay? I give another example, a great anecdote is HubSpot. Everybody uses HubSpot kind of. I know all this kind of stuff. HubSpot CRM replaces your five coding. No, it did not. You bought six weeks later the license again because you're not doing the maintenance, you're not doing operations, you're not doing the security, you're not doing anything like that. Forget it. You're not doing it. It sounds nice. Forget it. Try to figure out in HubSpot an analytics report of your MQLs and SQLs. It's a lot of work in the front end. But if you connect this with your LLM, Claude, for example, you can ask this question in the natural language to HubSpot, deliver that to me in a PowerPoint file from my board meeting. Awesome. Utilize it, but it doesn't mean replace it because this is the system of context, the context is there, it's in the system. I know exactly where the deals are, the MQLs are, the SQLs are, but I don't want to play with the dashboard reports, don't want to get a BI analytics person behind the story, a Ralf Ops person asking every time, I don't want to. Just wanna connect the system and get data out. That's all I want. And that's what most people do, right? So AI is a very powerful one, but figure it out first, what's your use case?
00:30:05 · Andres Figuera, Ralf Paschen
[00:30:05] S1: Yeah, the most important thing is to not abuse it, and to not feel that it's gonna do your job for you, because that's not the angle. It can help you, but it's not here to replace you while you're still making up the paycheck, know? [00:30:18] S0: And also just to add that, don't be scared to be replaced by AI. I know everybody talks about this in the employee perspective, I get replaced by AI. If your work is so useless, maybe you'll be replaced before the AI anyhow. So behind that story, okay. But if you have a senior level knowledge or you're willing to learn or doing something really different to anybody else, why should they replace you? It doesn't make any sense. So then the replacement is happening because they need to reduce the headcount based on a strategic decision to improve the profit like big companies do all the time. This is not because of AI. So the point is like a development, we can replace all developers. Try that once. You will face how fast this goes in the wrong direction. [00:31:01] S1: Exactly things can go south very quickly. [00:31:04] S0: Now I tell your customers, by the way, lovely $100,000,000 customers, we are now coding everything with 10 developers, the whole thing, yeah, with AI coding. I can tell you, they will immediately ask for, okay, what's happening with my SOC two certification? What's happening with my compliance? What's happening with my and so on and so forth, he said, yeah we figured it out right now. Really? Wow. Okay.
00:31:04 · Ralf Paschen, Andres Figuera
[00:31:04] S0: Now I tell your customers, by the way, lovely $100,000,000 customers, we are now coding everything with 10 developers, the whole thing, yeah, with AI coding. I can tell you, they will immediately ask for, okay, what's happening with my SOC two certification? What's happening with my compliance? What's happening with my and so on and so forth, he said, yeah we figured it out right now. Really? Wow. Okay. [00:31:25] S1: They'll hit the ground running man, they'll hit the ground running. And Ralf, I'm noticing we're out of time here man, but before I do close out the episode, I did want to give you the space to let anybody who is hearing us and who has listened to how you work, the logic that you have, and the learnings that you've obtained during all of your experience, and they would like to work with GTM Consulting, what would be the best way for them to contact you, see if it's a proper fit, and then just learn more for like, and tell you more about the issues they're having and how you could help them.